Badge holder demonstrated an understanding of in-depth skills and knowledge needed by all marketing professionals. Skills and concepts assessed focus on business law, channel management, customer relations, economics, emotional intelligence, financial analysis, human resources management, information management, marketing-information management, marketing, market planning, operations, professional development, pricing, product/service management, promotion, selling, and strategic management.

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Business Law (BL)

Apply knowledge of business ownership to establish and continue business operations.
BL:003 Explain types of business ownership (CS) LAP-BL-003

Channel Management (CM)

Acquire foundational knowledge of channel management to understand its role in marketing.
CM:001 Explain the nature and scope of channel management (CS) LAP-CM-001
CM:003 Explain the nature of channels of distribution (CS) LAP-CM-003
CM:006 Describe ethical considerations in channel management (SP)

Customer Relations (CR)

Foster positive relationships with customers to enhance company image.
CR:003 Explain the nature of positive customer relations (CS) LAP-CR-003
CR:004 Demonstrate a customer service mindset (CS) LAP-CR-004
CR:029 Develop rapport with customers (CS)
CR:005 Reinforce service orientation through communication (CS)
CR:006 Respond to customer inquiries (CS)
CR:019 Adapt communication to the cultural and social differences among clients (CS)
CR:007 Interpret business policies to customers/clients (CS)

Resolve conflicts with/for customers to encourage repeat business.
CR:009 Handle difficult customers (CS) LAP-CR-009
CR:010 Handle customer/client complaints (CS) LAP-CR-010

Economics (EC)

Understand fundamental economic concepts to obtain a foundation for employment in business.
EC:002 Distinguish between economic goods and services (CS) LAP-EC-902
EC:003 Explain the concept of economic resources (CS) LAP-EC-903
EC:001 Describe the concepts of economics and economic activities (CS) LAP-EC-901
EC:004 Determine economic utilities created by business activities (CS) LAP-EC-013
EC:005 Explain the principles of supply and demand (CS) LAP-EC-011
EC:006 Describe the functions of prices in markets (CS) LAP-EC-906

Understand the nature of business to show its contributions to society.
EC:070 Explain the role of business in society (CS) LAP-EC-070
EC:071 Describe types of business activities (CS) LAP-EC-071

Understand economic systems to be able to recognize the environments in which businesses function.
EC:007 Explain the types of economic systems (CS) LAP-EC-907
EC:065 Identify the impact of small business/entrepreneurship on market economies (CS)
EC:009 Explain the concept of private enterprise (CS) LAP-EC-015
EC:010 Identify factors affecting a business's profit (CS) LAP-EC-910
EC:011 Determine factors affecting business risk (CS) LAP-EC-003
EC:012 Explain the concept of competition (CS) LAP-EC-912

Acquire knowledge of the impact of government on business activities to make informed economic decisions.
EC:008 Determine the relationship between government and business (CS) LAP-EC-016

Analyze cost/profit relationships to guide business decision-making.
EC:013 Explain the concept of productivity (CS) LAP-EC-018

Emotional Intelligence (EI)

Apply ethics to demonstrate trustworthiness.
EI:022 Demonstrate honesty and integrity (PQ) LAP-EI-138
EI:021 Demonstrate responsible behavior (PQ) LAP-EI-021
EI:127 Demonstrate fairness (PQ) LAP-EI-127
EI:128 Build trust in relationships (CS) LAP-EI-128
EI:123 Describe the nature of ethics (CS) LAP-EI-123
EI:124 Explain reasons for ethical dilemmas (CS) LAP-EI-124
EI:125 Recognize and respond to ethical dilemmas (CS) LAP-EI-125

Use communication skills to foster open, honest communications.
EI:129 Foster open, honest communication (SP) LAP-EI-129

Employ leadership skills to achieve workplace objectives.
EI:009 Explain the concept of leadership (CS) LAP-EI-909

Manage internal and external business relationships to foster positive interactions.
EI:036 Treat others with dignity and respect (PQ) LAP-EI-036
EI:137 Assess long-term value and impact of actions on others (SP) LAP-EI-137

Financial Analysis (FI)

Acquire a foundational knowledge of accounting to understand its nature and scope.
FI:579 Describe the need for financial information (CS) LAP-FI-579
FI:085 Explain the concept of accounting (CS) LAP-FI-085

Acquire a foundational knowledge of finance to understand its nature and scope.
FI:354 Explain the role of finance in business (CS) LAP-FI-354

Human Resources Management (HR)

Understand the role and function of human resources management to obtain a foundational knowledge of its nature and scope.
HR:410 Discuss the nature of human resources management (CS) LAP-HR-410

Marketing-Information Management (IM)

Acquire foundational knowledge of marketing-information management to understand its nature and scope.
IM:012 Describe the need for marketing data (CS) LAP-IM-012
IM:184 Identify data monitored for marketing decision making (SP) LAP-IM-184
IM:001 Explain the nature and scope of the marketing-information management function (SP) LAP-IM-001
IM:025 Explain the role of ethics in marketing-information management (SP) LAP-IM-025

Understand marketing-research activities to show command of their nature and scope.
IM:010 Explain the nature of marketing research (SP) LAP-IM-010
IM:282 Discuss the nature of marketing research problems/issues (SP) LAP-IM-282

Understand marketing-research design considerations to evaluate their appropriateness for the research problem/issue.
IM:284 Describe methods used to design marketing research studies (i.e., descriptive, exploratory, and causal) (SP) LAP-IM-284
IM:281 Describe options businesses use to obtain marketing research data (i.e., primary and secondary research) (SP) LAP-IM-281
IM:285 Discuss the nature of sampling plans (i.e., who, how many, how chosen) (SP) LAP-IM-285

Understand data-collection methods to evaluate their appropriateness for the research problem/issue.
IM:289 Describe data-collection methods (e.g., observations, mail, diaries, telephone, Internet, discussion groups, interviews, scanners, tracking tools) (SP) LAP-IM-289

Marketing (MK)

Understand marketing's role and function in business to facilitate economic exchanges with customers.
MK:001 Explain marketing and its importance in a global economy (CS) LAP-MK-901
MK:002 Describe marketing functions and related activities (CS) LAP-MK-002

Acquire foundational knowledge of customer/client/business behavior to understand what motivates decision-making.
MK:014 Explain factors that influence customer/client/business buying behavior (SP) LAP-MK-014
MK:015 Discuss actions employees can take to achieve the company's desired results (SP) LAP-MK-015
MK:019 Demonstrate connections between company actions and results (e.g., influencing consumer buying behavior, gaining market share, etc.) (SP) LAP-MK-019

Market Planning (MP)

Develop marketing strategies to guide marketing tactics.
MP:001 Explain the concept of marketing strategies (CS) LAP-MP-001

Select target market appropriate for product/business to obtain the best return on marketing investment (ROMI).
MP:003 Explain the concept of market and market identification (CS) LAP-MP-003

Employ marketing-information to plan marketing activities.
MP:006 Explain the nature of marketing planning (SP)
MP:007 Explain the nature of marketing plans (SP) LAP-MP-007
MP:008 Explain the role of situation analysis in the marketing planning process (SP)
MP:013 Explain the nature of sales forecasts (SP) LAP-MP-013

Information Management (NF)

Use information literacy skills to increase workplace efficiency and effectiveness.
NF:077 Assess information needs (CS)
NF:078 Obtain needed information efficiently (CS)
NF:079 Evaluate quality and source of information (CS)
NF:278 Draw conclusions based on information analysis (CS)
NF:080 Apply information to accomplish a task (CS)
NF:081 Store information for future use (CS)

Acquire a foundational knowledge of information management to understand its nature and scope.
NF:110 Discuss the nature of information management (CS) LAP-NF-110

Utilize information-technology tools to manage and perform work responsibilities.
NF:003 Identify ways that technology impacts business (PQ) LAP-NF-003

Operations (OP)

Understand operation's role and function in business to value its contribution to a company.
OP:189 Explain the nature of operations (CS) LAP-OP-189

Utilize project management skills to improve workflow and minimize costs.
OP:519 Plan project (CS) LAP-OP-519
OP:520 Monitor projects and take corrective actions (CS) LAP-OP-520
OP:521 Evaluate project success (CS) LAP-OP-521

Implement purchasing activities to obtain business supplies, equipment, resources, and services.
OP:015 Explain the nature and scope of purchasing (CS) LAP-OP-015

Understand production's role and function in business to recognize its need in an organization.
OP:017 Explain the concept of production (CS) LAP-OP-017

Understand supply chain management's role in business to appreciate its contributions to efficiency and profitability.
OP:443 Explain the concept of supply chain (CS)

Professional Development (PD)

Acquire self-development skills to enhance relationships and improve efficiency in the work environment.
PD:018 Set personal goals (CS) LAP-PD-918

Understand and follow company rules and regulations to maintain employment.
PD:250 Adhere to company protocols and policies (CS) LAP-PD-250
PD:252 Follow chain of command (CS) LAP-PD-252

Utilize critical-thinking skills to determine best options/outcomes.
PD:126 Explain the need for innovation skills (CS) LAP-PD-126
PD:017 Make decisions (CS) LAP-PD-017
PD:077 Demonstrate problem-solving skills (CS) LAP-PD-077

Understand responsibilities in marketing to demonstrate ethical/legal behavior.
PD:137 Explain the need for professional and ethical standards in marketing (SP)

Participate in career planning to enhance job-success potential.
PD:024 Explain employment opportunities in marketing (CS) LAP-PD-024

Pricing (PI)

Develop a foundational knowledge of pricing to understand its role.
PI:001 Explain the nature and scope of the pricing function (SP) LAP-PI-001
PI:015 Describe the role of business ethics in pricing (SP)
PI:002 Explain factors affecting pricing decisions (SP) LAP-PI-902

Product/Service Management (PM)

Acquire a foundational knowledge of product/service management to understand its nature and scope.
PM:001 Explain the nature and scope of the product/service management function (SP) LAP-PM-017
PM:024 Identify the impact of product life cycles on marketing decisions (SP) LAP-PM-024
PM:040 Explain business ethics in product/service management (SP) LAP-PM-040

Generate product ideas to contribute to ongoing business success.
PM:134 Identify product opportunities (SP)
PM:127 Identify methods/techniques to generate a product idea (SP) LAP-PM-127
PM:128 Generate product ideas (SP)

Apply quality assurances to enhance product/service offerings.
PM:019 Describe the uses of grades and standards in marketing (CS) LAP-PM-019
PM:020 Explain warranties and guarantees (CS) LAP-PM-920
PM:017 Identify consumer protection provisions of appropriate agencies (SP) LAP-PM-007

Employ product-mix strategies to meet customer expectations.
PM:003 Explain the concept of product mix (SP) LAP-PM-003
PM:041 Describe the nature of product bundling (SP)

Position company to acquire desired business image.
PM:206 Explain the nature of corporate branding (SP) LAP-PM-206
PM:207 Describe factors used by businesses to position corporate brands (SP)

Position products/services to acquire desired business image.
PM:042 Describe factors used by marketers to position products/services (SP) LAP-PM-042
PM:021 Explain the nature of product/service branding (SP) LAP-PM-021

Promotion (PR)

Acquire a foundational knowledge of promotion to understand its nature and scope.
PR:001 Explain the role of promotion as a marketing function (CS) LAP-PR-901
PR:002 Explain the types of promotion (i.e., institutional, product) (CS) LAP-PR-902
PR:003 Identify the elements of the promotional mix (SP) LAP-PR-903
PR:099 Describe the use of business ethics in promotion (SP)

Understand promotional channels used to communicate with targeted audiences.
PR:007 Explain types of advertising media (SP) LAP-PR-007
PR:247 Describe word-of-mouth channels used to communicate with targeted audiences (SP)
PR:089 Explain the nature of direct marketing channels (SP)
PR:249 Identify communications channels used in sales promotion (SP)
PR:250 Explain communications channels used in public-relations activities (SP)

Understand the use of public-relations activities to communicate with targeted audiences.
PR:252 Identify types of public-relations activities (SP)

Selling (SE)

Acquire a foundational knowledge of selling to understand its nature and scope.
SE:017 Explain the nature and scope of the selling function (CS) LAP-SE-017
SE:076 Explain the role of customer service as a component of selling relationships (CS) LAP-SE-076
SE:932 Explain company selling policies (CS) LAP-SE-932
SE:828 Explain key factors in building a clientele (SP) LAP-SE-828
SE:106 Explain legal and ethical considerations in selling (SP) LAP-SE-106

Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer.
SE:062 Acquire product information for use in selling (CS) LAP-SE-062
SE:109 Analyze product information to identify product features and benefits (SP) LAP-SE-109

Understand sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales.
SE:048 Explain the selling process (CS) LAP-SE-048

Strategic Management (SM)

Recognize management's role to understand its contribution to business success.
SM:001 Explain the concept of management (CS) LAP-SM-001