Download BM0420 Marketing Management - Career and Technical Education

CLUSTER
Business and Marketing
CONCENTRATION
Marketing Management
WVEIS CODE
BM0420
NATIONAL STANDARDS
MBA Research and Curriculum Center - http://www.mbaresearch.org/2.0/joomla/index.php
ONET Codes and Occupations:
11-2011.00 - Advertising and Promotions Managers
11-2021.00 - Marketing Managers
11-9051.00 - Food Service Managers
11-9081.00 - Lodging Managers
27-1022.00 – Fashion Designers
41-3041.00 - Travel Agents
41-9021.00 – Real Estate Brokers
41-9022.00 – Real Estate Sales Agents
Sample of job titles upon completion of the concentration: Account Supervisor, Customer Service
Representative, Salesperson, Sales Manager, Manager, Front Office Manager, Front Desk Manager, Food and
Beverage Manager, Retail Salesperson, Travel Consultant, Real Estate Salesperson, Sales Agent, Event Planner
Sample of job titles upon completion of additional education: Marketing Director, Marketing Manager, Vice
President of Marketing, Business Development Manager, Marketing Coordinator, Business Development
Director, Commercial Marketing Specialist/Manager, General/Sales Manager, Market Research Analyst, Client
Service and Consulting Manager, Business Development Specialist, District Sales Manager, Hotel Manager,
Advertising Sales Manager, Promotions Director, Restaurant General/Manager, Director of Food and Beverage,
Certified Real Estate Appraiser, Real Estate Agent, Real Estate Salesperson, Athlete Marketing Agent
INDUSTRY CREDENTIALS
Customer Service – http://www.nrffoundation.com/content/certification-customer-service
Concepts of Entrepreneurship and Management –
http://www.askinstitute.org/index.php?option=com_content&view=category&layout=blog&id=36&Itemid=56
Fundamental Marketing Concepts –
http://www.askinstitute.org/index.php?option=com_content&view=category&layout=blog&id=36&Itemid=56
Real Estate Finance – http://www.brainbench.com/xml/bb/common/testcenter/keyword.xml
Recreation, Amusements and Attractions –
http://www.nocti.org/PDFs/JobReady/1289_Recreations_Amusements_and_Attractions.pdf
REQUIRED COURSES (Sequence Required)
WVEIS Code
Course
1439
Business and Marketing Essentials
0422
Marketing Principles
0425
Marketing Applications
1
Select One Specialization
Fashion
Sports, Entertainment and Recreation
Hospitality and Tourism
Real Estate
ELECTIVE COURSES
WVEIS Code
0401
0404
0410
0428
0431
1401
0407 Fashion Marketing
0434 Sports, Entertainment and Recreation Marketing
(Sports/Event Marketing Fundamentals)
0437 Hospitality and Tourism Marketing
0441 Real Estate Marketing
Course
Advertising
Economics of Business
Global Business and Marketing
Marketing Work Experience/Internship
Professional Sales
Accounting Principles I
REQUIRED COURSE SKILL SETS
Career Preparation Skills
Safety
Leadership Development
Customer and Personal Service
Literacy and Numeracy
SPECIALIZATION COURSE SKILL SETS
Fashion Marketing and Sales
Hospitality and Tourism Marketing and Sales
Hospitality and Tourism Management
Hospitality and Tourism Promotion
Hospitality and Tourism Economics
Real Estate Sales
2
Career Preparation, Safety, Leadership Development, Customer Service and Literacy and Numeracy skill sets
should be integrated throughout the concentration as remaining skill sets are delivered.
Skill Set
Knowledge Objectives
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Performance Objectives
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Skill Set
Knowledge Objectives
BM.11
Performance Objectives
Career Preparation Skills
Students will demonstrate knowledge of
 career paths.
 goal development and achievement.
 attitudes and work habits that support career retention and advancement.
 communication in varied contexts.
Students will
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relate skills and abilities to possible career pathways.
explain methods of goal development.
exhibit methods of time management and task coordination.
practice professionalism in punctuality, appropriate dress, task completion, etc.
investigate methods of supervision such as giving and receiving feedback and
instruction.
 develop and present a statement of their personal work ethic beliefs.
 prepare an application, cover letter, resume and thank you letter.
 create a personal portfolio for use when applying for employment.
 practice simulated job interviews.
Safety
Students will demonstrate knowledge of
 safety procedures.
 accident reporting agencies.
Students will
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recognize the main causes of accidents.
develop a plan which outlines the procedures for handling an accident.
demonstrate operating instructions before using any equipment.
establish procedures for safe evacuation of the worksite in the event of an
emergency.
demonstrate methods of extinguishing fires.
determine safety rules on the job.
follow proper handling and storage procedures of hazardous materials.
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Skill Set
Knowledge Objectives
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Performance Objectives
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Skill Set
Knowledge Objectives
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Performance Objectives
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Leadership Development
Students will demonstrate knowledge of
 public speaking.
 parliamentary law.
 leadership concepts.
 characteristics of effective teams and organizations.
Students will
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develop and deliver speeches.
participate in meetings using parliamentary law procedures.
attend leadership conferences or training (local, state or national).
volunteer in community service opportunities.
participate in career development events.
Customer and Personal Service
Students will demonstrate knowledge of
 customer needs assessment.
 quality standards for services.
 evaluation of customer satisfaction.
Students will
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hear and resolve complaints from customers or the public.
greet visitors or callers and handle their inquiries or direct them to the
appropriate persons according to their needs.
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 access customer needs, meet quality standards for service and evaluate
customer satisfaction.
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 keep records of customer interactions or transactions, recording details of
inquiries, complaints or comments, as well as actions taken.
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 check to ensure that appropriate changes were made to resolve customers'
problems.
Skill Set
Literacy and Numeracy
Knowledge objectives
Students will demonstrate knowledge of
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Performance Objectives
 literacy and numeracy skills required to solve complex.
 real-world problems associated with their career/technical content area.
 improve their thinking and reasoning skills.
Students will
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utilize a variety of technical sources (e.g., Internet, manuals, journals,
directions, reports, etc.) to complete career/technical assignments and projects.
demonstrate writing skills required to complete career/technical assignments
and projects.
demonstrate accuracy in calculating and measuring graphical work required to
complete career/technical assignments and projects.
4
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analyze tables, charts, graphs and multiple data sources to complete
career/technical assignments and projects.
REQUIRED COURSES
Business and Marketing Essentials
Marketing Principles
Marketing Applications
1439
0422
0425
SPECIALIZATION COURSE
Sports, Entertainment Recreation Marketing
(Sports/Event Marketing Fundamentals)
0434
ELECTIVE COURSES
Introduction to Management
Introduction to Finance
Financial Analysis for Managers
0400
1470
1471
These courses align with MBA Research and Curriculum Center’s national standards. You must have a
username and password from MBA Research and Curriculum Center to access the standards. Click on each
course above to view the required skill sets.
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Fashion Marketing
Skill Set
Knowledge Objectives
0407.1
Performance Objectives
WVEIS 0407
Fashion Marketing and Sales
Students will demonstrate knowledge of
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marketing strategies and tactics.
promotion strategies.
fashion elements.
sales tactics.
Students will
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identify major fashion centers, types of designers and price marketing
categories.
prepare reports of findings, illustrating data graphically and translating
complex findings into written text.
formulate, direct and coordinate marketing activities and policies to promote
products and services, working with advertising and promotion managers.
seek and provide information to help companies to determine their position in
the marketplace.
gather data on competitors and analyze their prices, sales and method of
marketing and distribution.
collect and analyze data on customer demographics, preferences, needs and
buying habits to identify potential markets and factors affecting product
demand.
devise and evaluate methods and procedures for collecting data, such as
surveys, opinion polls or questionnaires or arrange to obtain existing data.
monitor industry statistics and follow trends in trade literature.
differentiate amongst fashion trends, fads and classics.
compare the elements and principles of line, color and design.
analyze basic textile fibers, fabrics and their characteristics.
identify, develop, or evaluate marketing strategy based on knowledge of
establishment objectives, market characteristics and cost and markup factors.
measure the effectiveness of marketing, advertising and communications
programs and strategies.
consult with buying personnel to gain advice regarding the types of products or
services expected to be in demand.
develop and implement procedures for identifying advertising needs.
develop pricing strategies, balancing firm objectives and customer satisfaction.
evaluate the financial aspects of product development, such as budgets,
expenditures, research and development appropriations or return-oninvestment and profit-loss projections.
coordinate or participate in promotional activities or trade shows, working with
developers, advertisers or production managers to market products or services.
select products or accessories to be displayed at trade or special production
shows.
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prepare a sales presentation for a fashion product.
forecast and track marketing and sales trends.
use sales forecasting or strategic planning to ensure the sale and profitability of
products, lines or services, analyzing business developments and monitoring
market trends.
create a fashion promotion plan.
determine distribution networks or develop distribution strategies for products.
determine product specifications such as design, color or packaging.
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Hospitality and Tourism Marketing
Skill Set
Knowledge Objectives
0437.1
Performance Objectives
WVEIS 0437
Hospitality and Tourism Marketing and Sales
Students will demonstrate knowledge of
 target markets in the hospitality and tourism industry.
 marketing strategies.
 sales techniques.
 promotion strategies.
 financial aspects in the industry.
 event planning.
Students will
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identify the target market for the products and services.
demonstrate the concept of market segmentation in the travel and tourism
industry.
confer with clients to provide marketing or technical advice.
converse with customers to determine destination, mode of transportation,
travel dates, financial considerations and accommodations required.
plan, describe, arrange and sell packages and incentives.
design and provide customers with brochures and publications containing
travel information, such as local customs, points of interest or foreign country
regulations.
schedule use of facilities or catering services for events such as banquets or
receptions and negotiate details of arrangements with clients.
prepare required paperwork pertaining to departmental functions.
identify, develop or evaluate marketing strategy, based on knowledge of
establishment objectives, market characteristics and cost and markup factors.
evaluate the financial aspects of product development, such as budgets,
expenditures, research and development appropriations or return-oninvestment and profit-loss projections.
track program budgets and expenses and campaign response rates to evaluate
each campaign based on program objectives and industry norms.
prepare and negotiate advertising and sales contracts.
develop pricing strategies, balancing firm objectives and customer satisfaction.
perform marketing and public relations activities.
formulate, direct and coordinate marketing activities and policies to promote
products and services, working with advertising and promotion managers.
negotiate contracts with vendors or distributors to manage product distribution,
establishing distribution networks or developing distribution strategies.
meet with clients to schedule and plan details of conventions, banquets,
receptions and other functions.
use sales forecasting or strategic planning to ensure the sale and profitability of
products, lines, or services, analyzing business developments and monitoring
market trends.
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Skill Set
Knowledge Objectives
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Performance Objectives
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compare the segments of the industry: motels, hotels, conference centers, bed
and breakfasts, resorts, etc.
 determine how cultural diversity affects the lodging industry.
 set prices for products and services.
 analyze the cruise and airline industries relevant to customers’ requests.
 review menus and analyze recipes to determine labor and overhead costs and
assign prices to menu items.
 create a menu.
Hospitality and Tourism Management
Students will demonstrate knowledge of
 monitoring activities.
 training, coordinating and staffing personnel.
 financial transactions.
Students will
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monitor compliance with health and fire regulations and building maintenance
in lodging and dining facilities.
monitor the revenue activity of the hotel or facility.
train staff members.
coordinate assignments of personnel.
observe and monitor staff performance to ensure efficient operations and
adherence to facility's policies and procedures.
monitor budgets and payroll records and review financial transactions to
ensure that expenditures are authorized and budgeted.
coordinate front-office activities of hotels or motels and resolve problems.
maintain supply inventories and keep inventory records.
schedule staff hours and assign duties.
establish standards for personnel performance and customer service.
participate in financial activities such as the setting of room rates, the
establishment of budgets and the allocation of funds to departments.
organize and direct worker training programs, resolve personnel problems, hire
new staff and evaluate employee performance in dining and lodging facilities.
review work procedures and operational problems to determine ways to
improve service, performance or safety.
confer and cooperate with other managers to ensure coordination of hotel
activities.
assess staffing needs and recruit staff using methods such as newspaper
advertisements or attendance at job fairs.
organize and coordinate the work of staff and convention personnel for
meetings to be held at a particular facility.
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Skill Set
Knowledge Objectives
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Performance Objectives
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Skill Set
Knowledge Objectives
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Performance Objectives
Hospitality and Tourism Promotion
Students will demonstrate knowledge of
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promotion strategies.
planning events.
Students will
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plan an event.
inspect layouts and advertising copy and edit scripts, audio and video tapes and
other promotional materials for adherence to specifications.
 plan and prepare advertising and all promotional materials to increase sales of
products or services, working with customers, company officials, sales
departments and advertising agencies.
 gather and organize information to plan advertising campaigns.
 confer with department heads or staff to discuss topics such as contracts,
selection of advertising media or product to be advertised.
 train and direct workers engaged in developing and producing advertisements.
 plan and execute advertising policies and strategies for organizations.
 compile lists describing product or service offerings.
 monitor and analyze sales promotion results to determine cost effectiveness of
promotion campaigns.
Hospitality and Tourism Economics
Students will demonstrate knowledge of
 economics and the impact on the hospitality and tourism industry.
 legislation, taxes and regulations in the hospitality and tourism industry.
Students will
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compile, analyze and report data to explain economic phenomena and forecast
market trends.
study the socioeconomic impacts of new public policies, such as proposed
legislation, taxes, services and regulations.
examine how tourism financially impacts the economy on both the state and
national levels.
record the number, type and cost of items sold to determine which items may
be unpopular or less profitable.
provide advice and consultation on economic relationships to businesses,
public and private agencies and other employers.
conduct economic or commercial surveys to identify potential markets for
products or services.
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Real Estate Marketing
Skill Set
Knowledge Objectives
0441.1
Performance Objectives
WVEIS 0441
Real Estate Sales
Students will demonstrate knowledge of
 marketing strategy and tactics.
 product demonstrations.
 sales techniques.
Students will
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prepare written reports that estimate property values, outline methods by which
the estimations were made and meet appraisal standards.
compare a property with similar properties that have recently sold to determine
its competitive market price.
compute final estimation of property values, taking into account such factors
as depreciation, replacement costs, value comparisons of similar properties and
income potential.
search public records for transactions such as sales, leases and assessments.
inspect properties to evaluate construction, condition, special features and
functional design and to take property measurements.
photograph interiors and exteriors of properties to assist in estimating property
value, substantiate findings and complete appraisal reports.
generate lists of properties that are compatible with buyers' needs and financial
resources.
evaluate land and neighborhoods where properties are situated, considering
locations and trends or impending changes that could influence future values.
research county land values and sales information about nearby properties to
aid in establishment of property values.
verify legal descriptions of properties by comparing them to county records.
check building codes and zoning bylaws to determine any effects on the
properties being appraised.
estimate building replacement costs using building valuation manuals and
professional cost estimators.
examine income records and operating costs of income properties.
examine the type and location of nearby services, such as shopping centers,
schools, parks and other neighborhood features, to evaluate their impact on
property values.
present purchase offers to sellers for consideration.
promote sales of properties through advertisements, open houses and
participation in multiple listing services.
interview clients to determine what kinds of properties they are seeking.
identify property owners and advertise services to solicit property sales
listings.
research potential sources for financing property purchases.
research title searches of properties being sold.
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display commercial, industrial, agricultural and residential properties to clients
and explain their features.
generate lists of properties for sale, their locations, descriptions and available
financing options, using computers.
provide suggestions to buyers on the suitability and value of the homes.
review property listings, trade journals and relevant literature to remain
knowledgeable about real estate markets.
check work completed by all parties to ensure that it is performed properly.
advise sellers on how to make homes more appealing to potential buyers.
research real estate laws, local economies, fair housing laws, types of available
mortgages, financing options and government programs.
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