Marketing Applications - Standard - Level 3

Badge holder demonstrated understanding and skills in areas that include communication skills, emotional intelligence, information management, marketing, professional development, marketing-information management, market planning, pricing, product/service management, promotion, and selling.

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Instructional Area: Communication Skills (CO)

Standard: Understands the concepts, strategies, and systems used to obtain and convey ideas and information

Performance Element: Write internal and external business correspondence to convey and obtain information effectively.

Performance Indicators:
CO:016 Explain the nature of effective written communications (CS)
CO:088 Select and utilize appropriate formats for professional writing (CS)
CO:089 Edit and revise written work consistent with professional standards (CS)
CO:090 Write professional emails (CS)
CO:133 Write business letters (CS)
CO:039 Write informational messages (CS)
CO:040 Write inquiries (CS)
CO:031 Write persuasive messages (SP)
CO:091 Write executive summaries (SP)
CO:094 Prepare simple written reports (SP)

Performance Element: Communicate with staff to clarify workplace objectives.

Performance Indicators:
CO:014 Explain the nature of staff communication (CS)
CO:092 Choose and use appropriate channel for workplace communication (CS)
CO:063 Participate in a staff meeting (CS)

Instructional Area: Emotional Intelligence (EI)

Standard: Understands techniques, strategies, and systems used to foster self-understanding and enhance relationships with others

Performance Element: Use communication skills to foster open, honest communications.

Performance Indicators:
EI:038 Explain ethical considerations in providing information (SP)

Performance Element: Use communication skills to influence others.

Performance Indicators:
EI:012 Persuade others (SP) LAP-EI-121
EI:062 Demonstrate negotiation skills (SP) LAP-EI-008

Performance Element: Manage stressful situations to minimize potential negative impact.

Performance Indicators:
EI:028 Explain the nature of stress management (SP) LAP-EI-025

Performance Element: Implement teamwork techniques to accomplish goals.

Performance Indicators:
EI:011 Use consensus-building skills (SP) LAP-EI-019
EI:059 Motivate team members (SP)

Instructional Area: Information Management (NF)

Standard: Understands tools, strategies, and systems needed to access, process, maintain, evaluate, and disseminate information to assist business decision-making

Performance Element: Utilize information-technology tools to manage and perform work responsibilities.

Performance Indicators:
NF:088 Use an integrated business software application package (CS)
NF:011 Demonstrate collaborative/groupware applications (CS)
NF:042 Create and post basic web page (CS)

Instructional Area: Marketing (MK)

Standard: Understands the tools, techniques, and systems that businesses use to create exchanges and satisfy organizational objectives

Performance Element: Acquire foundational knowledge of customer/client/business behavior to understand what motivates decision-making.

Performance Indicators:
MK:014 Explain factors that influence customer/client/business buying behavior (SP) LAP-MK-006
MK:015 Discuss actions employees can take to achieve the company's desired results (SP) LAP-MK-002
MK:019 Demonstrate connections between company actions and results (e.g., influencing consumer buying behavior, gaining market share, etc.) (SP) LAP-MK-003

Instructional Area: Professional Development (PD)

Standard: Understands concepts, tools, and strategies used to explore, obtain, and develop in a business career

Performance Element: Utilize critical-thinking skills to determine best options/outcomes.

Performance Indicators:
PD:012 Demonstrate appropriate creativity (SP) LAP-PD-012
PD:019 Use time-management skills (SP) LAP-PD-001

Instructional Area: Marketing-Information Management (IM)

Standard: Understands the concepts, systems, and tools needed to gather, access, synthesize, evaluate, and disseminate information for use in making business decisions

Performance Element: Acquire foundational knowledge of marketing-information management to understand its nature and scope.

Performance Indicators:
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-002
Explain the legal and ethical considerations in marketing-information management (SP)
IM:183 Describe the use of technology in the marketing-information management function (SP)

Performance Element: Understand marketing-research activities to show command of their nature and scope.

Performance Indicators:
IM:010 Explain the nature of marketing research (SP) LAP-IM-010

Instructional Area: Market Planning (MP)

Standard: Understands the concepts and strategies utilized to determine and target marketing strategies to a select audience

Performance Element: Employ marketing-information to plan marketing activities.

Performance Indicators:
MP:007 Explain the nature of marketing plans (SP) LAP-MP-007

Instructional Area: Pricing (PI)

Standard: Understands concepts and strategies utilized in determining and adjusting prices to maximize return and meet customers' perceptions of value

Performance Element: Develop a foundational knowledge of pricing to understand its role.

Performance Indicators:
PI:001 Explain the nature and scope of the pricing function (SP) LAP-PI-002
PI:016 Explain the use of technology in the pricing function (SP)
Explain legal and ethical considerations for pricing (SP)
PI:002 Explain factors affecting pricing decisions (SP) LAP-PI-003

Instructional Area: Product/Service Management (PM)

Standard: Understands the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities

Performance Element: Acquire a foundational knowledge of product/service management to understand its nature and scope.

Performance Indicators:
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-018
PM:039 Describe the use of technology in the product/service management function (SP)
PM:040 Explain business ethics in product/service management (SP)

Performance Element: Apply quality assurances to enhance product/service offerings.

Performance Indicators:
PM:019 Describe the uses of grades and standards in marketing (CS) LAP-PM-008
PM:020 Explain warranties and guarantees (CS) LAP-PM-004
PM:017 Identify consumer protection provisions of appropriate agencies (SP) LAP-PM-007

Instructional Area: Promotion (PR)

Standard: Understands the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome

Performance Element: Acquire a foundational knowledge of promotion to understand its nature and scope.

Performance Indicators:
PR:001 Explain the role of promotion as a marketing function (CS) LAP-PR-002
PR:002 Explain the types of promotion (i.e., institutional, product) (CS) LAP-PR-004
PR:003 Identify the elements of the promotional mix (SP) LAP-PR-001
Describe legal and ethical issues in promotion (SP)
PR:100 Describe the use of technology in the promotion function (SP)

Performance Element: Understand promotional channels used to communicate with targeted audiences.

Performance Indicators:
PR:007 Explain types of advertising media (SP) LAP-PR-003

Instructional Area: Selling (SE)

Standard: Understands the concepts and actions needed to determine client needs and wants and respond through planned, personalized communication that influences purchase decisions and enhances future business opportunities

Performance Element: Acquire a foundational knowledge of selling to understand its nature and scope.

Performance Indicators:
SE:828 Explain key factors in building a clientele (SP) LAP-SE-115
SE:106 Explain legal and ethical considerations in selling (SP) LAP-SE-129
SE:107 Describe the use of technology in the selling function (SP)

Performance Element: Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer.

Performance Indicators:
SE:109 Analyze product information to identify product features and benefits (SP) LAP-SE-113