CTE Resource Center - Verso

Virginia’s CTE Resource Center

The 2018 edition of this course is still available. Click here.

2019/2020 Competency-Based Task/Competency List for Digital and Social Media Marketing (8125/36 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 Personal Qualities and Abilities

  1. Demonstrate creativity and innovation.
  2. Demonstrate critical thinking and problem solving.
  3. Demonstrate initiative and self-direction.
  4. Demonstrate integrity.
  5. Demonstrate work ethic.

Demonstrating Interpersonal Skills

  1. Demonstrate conflict-resolution skills.
  2. Demonstrate listening and speaking skills.
  3. Demonstrate respect for diversity.
  4. Demonstrate customer service skills.
  5. Collaborate with team members.

Demonstrating Professional Competencies

  1. Demonstrate big-picture thinking.
  2. Demonstrate career- and life-management skills.
  3. Demonstrate continuous learning and adaptability.
  4. Manage time and resources.
  5. Demonstrate information-literacy skills.
  6. Demonstrate an understanding of information security.
  7. Maintain working knowledge of current information-technology (IT) systems.
  8. Demonstrate proficiency with technologies, tools, and machines common to a specific occupation.
  9. Apply mathematical skills to job-specific tasks.
  10. Demonstrate professionalism.
  11. Demonstrate reading and writing skills.
  12. Demonstrate workplace safety.

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.

Exploring Work-Based Learning

  1. Identify the types of work-based learning (WBL) opportunities.
  2. Reflect on lessons learned during the WBL experience.
  3. Explore career opportunities related to the WBL experience.
  4. Participate in a WBL experience, when appropriate.

Understanding Principles of Marketing

  1. Identify economic concepts related to marketing.
  2. Explain the marketing concept and its application in a digital environment.
  3. Explain the marketing mix.
  4. Explain the functions of marketing and the application of each in a digital environment.
  5. Describe channels of distribution.
  6. Explain the purpose of marketing research.
  7. Define positioning as it relates to marketing.
  8. Explain the product life cycle and the importance of developing new products/services to stay competitive.
  9. Relate traditional marketing strategies to digital marketing.

Understanding Fundamentals of Digital and Social Media Marketing

  1. Explain essential terms and components related to digital and social media marketing.
  2. Describe the effect of digital and social media marketing on business.
  3. Examine recent trends in digital and social media marketing.

Understanding Consumers in Digital and Social Media Marketing

  1. Distinguish among market identification, market segmentation, and target marketing.
  2. Describe the characteristics of consumers.
  3. Identify the role of customer relationship management (CRM) and database management in acquiring and retaining customers.

Exploring Branding in Digital and Social Media Marketing

  1. Describe branding and its importance in digital and social media marketing.
  2. Identify the importance of building a brand.
  3. Demonstrate strategies in brand management.

Exploring the Ethical, Legal, and Security Aspects of Digital and Social Media Marketing

  1. Explain legal issues related to digital and social media marketing.
  2. Examine ethical issues related to digital and social media marketing.
  3. Explain how policies influence digital and social media marketing.
  4. Outline cybersecurity issues and strategies related to digital and social media marketing.
  5. Describe the importance of registration and protection of domain names.

Understanding Tools and Tactics for Digital and Social Media Marketing

  1. Demonstrate web searching techniques and strategies.
  2. Describe strategies for managing a company’s online presence.
  3. Identify the importance of reputation management in digital and social media marketing.
  4. Describe the components of an online marketing strategy and their uses.
  5. Determine how email can be used for marketing.
  6. Describe social media strategies.
  7. Describe the various social media platforms and the purposes/audiences/roles of each.
  8. Explain the importance of streaming video to digital and social media marketing.
  9. Explain the concept of search engine marketing (SEM).
  10. Explain the concept of search engine optimization (SEO).
  11. Describe best practices for SEM.
  12. Describe best practices for SEO.
  13. Explain partnership opportunities in digital and social media marketing.

Exploring Strategy as it Relates to Promotions and Advertising

  1. Describe the purposes of an online presence.
  2. Establish goals and objectives for a website.
  3. Identify criteria for effective and functional web design.
  4. Demonstrate writing strategies in digital and social media marketing.
  5. Describe the elements of the promotional mix and the importance of each in digital and social media marketing.
  6. Describe various types of digital advertising.

Measuring Success in Digital and Social Media Marketing

  1. Describe the importance of measuring, monitoring, and evaluating digital and social media marketing performance.
  2. Describe the importance of analytics in social media.
  3. Evaluate the effectiveness of a digital and social media marketing campaign.

Understanding Marketing Plans

  1. Identify the purpose and structure of a business plan.
  2. Explain the purpose of a marketing plan and its relationship to a business plan.
  3. Describe the basic structure of a marketing plan.
  4. Develop a digital marketing plan.

Preparing for a Career in Digital and Social Media Marketing

  1. Research career opportunities in the field of digital and social media marketing, including entrepreneurship opportunities.
  2. Describe basic strategies for seeking employment.
  3. Describe essential elements of a traditional and an electronic résumé.
  4. Prepare a career portfolio.
  5. Identify options for professional development in the field of digital and social media marketing.