CTE Resource Center - Verso

Virginia’s CTE Resource Center

2018/2019 Competency-Based Task/Competency List for Marketing (8120/36 weeks)

Tasks/competencies bordered in blue are considered optional when marked as such; they and/or additional tasks/competencies may be taught at the discretion of the school division. All other tasks are considered essential statewide and are required of all students.

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Demonstrating Workplace Readiness Skills: Personal Qualities and People Skills

  1. Demonstrate positive work ethic.
  2. Demonstrate integrity.
  3. Demonstrate teamwork skills.
  4. Demonstrate self-representation skills.
  5. Demonstrate diversity awareness.
  6. Demonstrate conflict-resolution skills.
  7. Demonstrate creativity and resourcefulness.

Demonstrating Workplace Readiness Skills: Professional Knowledge and Skills

  1. Demonstrate effective speaking and listening skills.
  2. Demonstrate effective reading and writing skills.
  3. Demonstrate critical-thinking and problem-solving skills.
  4. Demonstrate healthy behaviors and safety skills.
  5. Demonstrate an understanding of workplace organizations, systems, and climates.
  6. Demonstrate lifelong-learning skills.
  7. Demonstrate job-acquisition and advancement skills.
  8. Demonstrate time-, task-, and resource-management skills.
  9. Demonstrate job-specific mathematics skills.
  10. Demonstrate customer-service skills.

Demonstrating Workplace Readiness Skills: Technology Knowledge and Skills

  1. Demonstrate proficiency with technologies common to a specific occupation.
  2. Demonstrate information technology skills.
  3. Demonstrate an understanding of Internet use and security issues.
  4. Demonstrate telecommunications skills.

Examining All Aspects of an Industry

  1. Examine aspects of planning within an industry/organization.
  2. Examine aspects of management within an industry/organization.
  3. Examine aspects of financial responsibility within an industry/organization.
  4. Examine technical and production skills required of workers within an industry/organization.
  5. Examine principles of technology that underlie an industry/organization.
  6. Examine labor issues related to an industry/organization.
  7. Examine community issues related to an industry/organization.
  8. Examine health, safety, and environmental issues related to an industry/organization.

Addressing Elements of Student Life

  1. Identify the purposes and goals of the student organization.
  2. Explain the benefits and responsibilities of membership in the student organization as a student and in professional/civic organizations as an adult.
  3. Demonstrate leadership skills through participation in student organization activities, such as meetings, programs, and projects.
  4. Identify Internet safety issues and procedures for complying with acceptable use standards.

Examining Marketing and Business

  1. Analyze the marketing concept and its historical development.
  2. Explain the components of the marketing mix.
  3. Explain the functions involved in marketing goods and services.
  4. Describe trends in marketing.
  5. Explain the different types of organizations (for-profit, non-profit, government).
  6. Explain the nature of business activities.

Planning for Business Operations

  1. Identify the parts of a business plan.
  2. Identify the parts of a marketing plan.
  3. Explain basic financial statements.

Communicating in the Workplace

  1. Describe the communications process.
  2. Demonstrate the effects of nonverbal communication on interactions with others.
  3. Write various types of professional communications.
  4. Demonstrate phone etiquette.
  5. Demonstrate online etiquette.
  6. Explain concerns related to electronic device use.

Examining Technology in Marketing

  1. Analyze the impact of technology on marketing.
  2. Use technology to perform marketing tasks.

Developing Professionalism in the Workplace

  1. Use customers’, coworkers’, and managers’ feedback to improve performance.
  2. Explain the importance of diversity within the work environment.
  3. Examine ethical behavior in the workplace.
  4. Resolve client/customer and co-worker conflicts.
  5. Demonstrate positive working relationships.
  6. Demonstrate professional workplace behavior.

Understanding Economics in Organizations

  1. Describe the nature of economics, economic activities, and economic resources.
  2. Describe the effects of competition on for-profit and not-for-profit organizations.
  3. Compare different types of business ownership.
  4. Analyze the role of profit in private enterprise.

Introducing Information Driven Marketing

  1. Identify the role of marketing information.
  2. Explain qualitative and quantitative market research methods.
  3. Explain the role of ethics in marketing research.

Developing Product/Service Planning Skills

  1. Identify the role of product/service planning in marketing.
  2. Describe types of product/service mix strategies.
  3. Describe product/service life cycles.
  4. Describe the importance of branding in marketing.
  5. Explain the difference between brand name and brand.
  6. Explain the use of national and private brand names in marketing.

Examining Channel Management

  1. Explain the concept of channel management.
  2. Describe the channels of distribution.
  3. Identify shipping and receiving processes.

Understanding Product/Service Positioning

  1. Describe market identification and segmentation.
  2. Explain positioning and its relationship to target market.
  3. Determine the competition for a selected product or service.
  4. Determine the product/service’s position relative to those of the competition.
  5. Determine the target market of a selected product/service.
  6. Determine the most effective channels to position the selected product/service.

Pricing Products and Services

  1. Explain key factors in determining selling price.
  2. Explain the differences between pricing a good and pricing a service.
  3. Describe the relationship between supply and demand and its effects on price.

Promoting Products and Services

  1. Examine the concept of the promotional mix.
  2. Determine the promotional mix for an existing product or service.
  3. Describe the technology used to market goods and services.
  4. Compare various types of promotional media.
  5. Identify components of ads.
  6. Prepare an advertisement that encompasses knowledge of the marketing mix.
  7. Explain the concept of visual merchandising.
  8. Explain advertising campaigns.
  9. Create a press release and related media materials.
  10. Explain the concepts of push and pull as they apply to an existing product or service.
  11. Describe ethical issues related to promotion.

Selling Products and Services

  1. Identify the various types of selling and the tools used for each.
  2. Explain the function of a planogram in selling merchandise.
  3. Explain the importance of customer service.
  4. Describe how to receive and handle customer complaints and compliments.
  5. Explain customers' buying motives.
  6. Demonstrate the selling process for a selected product or service.
  7. Demonstrate how to process a sale.

Understanding Risk Management

  1. Explain the nature and types of business risk.
  2. Describe methods for managing risk.
  3. Explain security issues related to business.

Developing a Career

  1. Analyze personal interests, personality traits, and skills.
  2. Research career opportunities in marketing.
  3. Use various job search strategies.
  4. Develop/update a résumé.
  5. Develop a digital résumé and portfolio.
  6. Describe the steps for posting an electronic résumé.
  7. Update a cover letter.
  8. Complete a job application.
  9. Complete an employment interview.
  10. Complete follow-up to an employment interview.
  11. Describe networking skills for professional development.
  12. Develop a personal marketing plan.
  13. Identify the purposes and types of employment tests and personality profiles.
  14. Identify procedures to follow in resigning from a position.