(MKT) Marketing Education Standards Book

Frameworks

Marketing

MKT211-2

PASTE

Communication Skills
S02 Customer Relations
S03 Economics
S04 Emotional Intelligence
S05 Financial Analysis
S07

Marketing
S10 Operations
S11 Professional Development
S12 Channel Management
S14 Marketing-Informaton Management
S15

Market Planning
S16 Pricing
S17 Product/Service Management
S18 Promotion
19 Selling
S20

MKT-HS.02 Standard 02 - Communication Skills
Understands the concepts, strategies, and systems used to obtain and convey ideas and information.

Topic 2.1: Read to acquire meaning from written material and apply verbal skills to obtain and convey information.

MKT-HS.02.T01.02 Employ communication styles appropriate to target audience
MKT-HS.02.T01.03 Defend ideas objectively

MKT-HS.02.T01.04 Handle telephone calls in a businesslike manner
MKT-HS.02.T01.05 Participate in group discussions

Topic 2.2: Record information to maintain and present a report of business activity.

MKT-HS.02.T02.01 Utilize note-taking strategies
MKT-HS.02.T02.02 Organize information

MKT-HS.02.T02.03 Select and use appropriate graphic aids

Topic 2.3: Write internal and external business correspondence to convey and obtain information effectively.

MKT-HS.02.T03.05 Write business letters
MKT-HS.02.T03.06 Write informational messages
MKT-HS.02.T03.07 Write inquiries

MKT-HS.02.T03.08 Write persuasive messages
MKT-HS.02.T03.09 Prepare simple written reports
MKT-HS.02.T03.10 Write executive summaries

MKT-HS.03 Standard 03 - Customer Relations
Understands the techniques and strategies used to foster positive, ongoing relationships with customers.

Topic 3.1: Foster positive relationships with customers to enhance company image and sales.

MKT-HS.03.T01.02 Demonstrate a customer-service mindset
MKT-HS.03.T01.03 Develop rapport with customers
MKT-HS.03.T01.04 Reinforce service orientation through communication

MKT-HS.03.T01.05 Respond to customer inquiries
MKT-HS.03.T01.06 Adapt communication to the cultural and social differences among clients
MKT-HS.03.T01.07 Interpret business policies to customers/clients

Topic 3.2: Resolve conflicts with/for customers to encourage repeat business.

MKT-HS.03.T02.01 Handle difficult customers

MKT-HS.03.T02.02 Handle customer/client complaints

Topic 3.3: Reinforce company's image to exhibit the company's brand promise.

MKT-HS.03.T03.01 Identify company's brand promise

Topic 3.4: Understand the nature of customer relationship management to show its contributions to a company.

MKT-HS.03.T04.01 Discuss the nature of customer relationship management
MKT-HS.03.T04.02 Explain the role of ethics in customer relationship management

MKT-HS.03.T04.03 Describe the use of technology in customer relationship management

MKT-HS.04 Standard 04 - Economics
Understands the economic principles and concepts fundamental to business operations.

Topic 4.5: Analyze cost/profit relationships to guide business decision-making.

MKT-HS.04.T05.03 Explain the concept of organized labor and business

MKT-HS.04.T05.04 Explain the impact of the law of diminishing returns

Topic 4.6: Understand economic indicators to recognize economic trends and conditions.

MKT-HS.04.T06.01 Discuss the measure of consumer spending as an economic indicator
MKT-HS.04.T06.02 Explain the concept of Gross Domestic Product
MKT-HS.04.T06.03 Describe the economic impact of inflation on business

MKT-HS.04.T06.04 Discuss the impact of a nation's unemployment rates
MKT-HS.04.T06.05 Explain the economic impact of interest-rate fluctuations
MKT-HS.04.T06.06 Determine the impact of business cycles on business activities

Topic 4.7: Understand global trade's impact to aid business decision-making.

MKT-HS.04.T07.01 Explain the nature of global trade
MKT-HS.04.T07.02 Describe the determinants of exchange rates and their effects on the domestic economy

MKT-HS.04.T07.03 Discuss the impact of cultural and social environments on global trade

MKT-HS.05 Standard 05 - Emotional Intelligence
Understands techniques, strategies, and systems used to foster self-understanding and enhance relationships with others.

Topic 5.2: Use communication skills to foster open, honest communications and ethical interactions, while influencing others.

MKT-HS.05.T02.01 Explain ethical considerations in providing information
MKT-HS.05.T02.02 Persuade others

MKT-HS.05.T02.03 Demonstrate negotiation skills

MKT-HS.07 Standard 07 - Financial Analysis
Understands tools, strategies, and systems used to maintain, monitor, control, and plan the use of financial resources.

Topic 7.7: Acquire a foundational knowledge of finance to understand its nature and scope.

MKT-HS.07.T07.02 Describe the nature of budgets.

MKT-HS.10 Standard 10 - Marketing
Understands the tools, techniques, and systems that businesses use to create exchanges and satisfy organizational objectives.

Topic 10.1: Understand marketing's role and function in business to facilitate economic exchanges with customers.

MKT-HS.10.T01.01 Explain marketing and its importance in a global economy

MKT-HS.10.T01.02 Describe marketing functions and related activities

Topic 10.2: Acquire foundational knowledge of customer/client/business behavior to understand what motivates decision-making.

MKT-HS.10.T02.01 Explain factors that influence customer/client/business buying behavior

MKT-HS.10.T02.03 Demonstrate connections between company actions and results

MKT-HS.11 Standard 11 - Operations
Understands the processes and systems implemented to monitor, plan, and control the day-to-day activities required for continued business functioning.

Topic 11.6: Implement purchasing activities to obtain business supplies, equipment, resources, and services.

MKT-HS.11.T06.08 Describe types of purchase orders

MKT-HS.12 Standard 12 - Professional Development
Understands concepts, tools, and strategies used to explore, obtain, and develop in a business career.

Topic 12.4: Utilize critical-thinking skills to determine best options/outcomes.

MKT-HS.12.T04.04 Demonstrate appropriate creativity

MKT-HS.12.T04.05 Use time-management skills

Topic 12.5: Participate in career planning to enhance job-success potential.

MKT-HS.12.T05.08 Explain employment opportunities in marketing

MKT-HS.14 Standard 14 - Channel Management
Understands the concepts and processes needed to identify, select, monitor, and evaluate sales channels.

Topic 14.1: Acquire foundational knowledge of channel management to understand its role in marketing.

MKT-HS.14.T01.01 Explain the nature and scope of channel management
MKT-HS.14.T01.02 Explain the relationship between customer service and channel management
MKT-HS.14.T01.03 Explain the nature of channels of distribution

MKT-HS.14.T01.04 Describe the use of technology in the channel management function
MKT-HS.14.T01.05 Explain legal considerations in channel management

Topic 14.2: Manage channel activities to minimize costs and to determine distribution strategies.

MKT-HS.14.T02.01 Coordinate channel management with other marketing activities

MKT-HS.14.T02.02 Explain the nature of channel-member relationships

MKT-HS.15 Standard 15 - Marketing-Informaton Management
Understands the concepts, systems, and tools needed to gather, access, synthesize, evaluate, and disseminate information for use in making business decisions.

Topic 15.1: Acquire foundational knowledge of marketing-information management to understand its nature and scope.

MKT-HS.15.T01.01 Describe the need for marketing data

MKT-HS.16 Standard 16 - Market Planning
Understands the concepts and strategies utilized to determine and target marketing strategies to a select audience.

Topic 16.1: Develop marketing strategies and select target market appropriate for product/business to obtain the best return on marketing investment (ROMI).

MKT-HS.16.T01.01 Explain the concept of marketing strategies

Topic 16.2: Employ marketing-information to plan marketing activities.

MKT-HS.16.T02.01 Explain the nature of marketing plans
MKT-HS.16.T02.02 Explain the role of situation analysis in the marketing planning process

MKT-HS.16.T02.06 Explain the nature of sales forecasts

MKT-HS.17 Standard 17 - Pricing
Understands concepts and strategies utilized in determining and adjusting prices to maximize return and meet customers' perceptions of value.

Topic 17.1: Develop a foundational knowledge of pricing to understand its role in marketing.

MKT-HS.17.T01.01 Explain the nature and scope of the pricing function

MKT-HS.18 Standard 18 - Product/Service Management
Understands the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities.

Topic 18.1: Acquire a foundational knowledge of product/service management to understand its nature and scope.

MKT-HS.18.T01.01 Explain the nature and scope of the product/service management function
MKT-HS.18.T01.02 Identify the impact of product life cycles on marketing decisions

MKT-HS.18.T01.03 Describe the use of technology in the product/service management function

Topic 18.2: Generate product ideas to contribute to ongoing business success.

MKT-HS.18.T02.01 Identify methods/techniques to generate a product idea

MKT-HS.18.T02.02 Generate product ideas

Topic 18.3: Employ product-mix strategies to meet customer expectations.

MKT-HS.18.T03.01 Explain the concept of product mix

MKT-HS.18.T03.02 Describe the nature of product bundling

Topic 18.4: Position company and product/services to acquire desired business image.

MKT-HS.18.T04.03 Explain the nature of corporate branding
MKT-HS.18.T04.04 Describe factors used by businesses to position corporate brands

MKT-HS.18.T04.05 Describe factors used by marketers to position products/services
MKT-HS.18.T04.06 Explain the nature of product/service branding

MKT-HS.19 Standard 19 - Promotion
Understands the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome

Topic 19.1: Acquire a foundational knowledge of promotion to understand its nature and scope.

MKT-HS.19.T01.01 Explain the role of promotion as a marketing function
MKT-HS.19.T01.02 Explain the types of promotion
MKT-HS.19.T01.03 Identify the elements of the promotional mix

MKT-HS.19.T01.04 Describe the use of business ethics in promotion
MKT-HS.19.T01.05 Describe the use of technology in the promotion function
MKT-HS.19.T01.06 Describe the regulation of promotion

Topic 19.2: Understand promotional channels used to communicate with targeted audiences.

MKT-HS.19.T02.01 Explain types of advertising media
MKT-HS.19.T02.02 Describe word-of-mouth channels used to communicate with targeted audiences
MKT-HS.19.T02.03 Explain the nature of direct marketing channels

MKT-HS.19.T02.04 Identify communications channels used in sales promotion
MKT-HS.19.T02.05 Explain communications channels used in public-relations activities

Topic 19.3: Understand the use of an advertisement's components to communicate with targeted audiences.

MKT-HS.19.T03.01 Explain the components of advertisements

MKT-HS.19.T03.02 Explain the importance of coordinating elements in advertisements

Topic 19.4: Understand the use of public-relations activities to communicate with targeted audiences.

MKT-HS.19.T04.01 Identify types of public-relations activities

MKT-HS.19.T04.02 Discuss internal and external audiences for public-relations activities

Topic 19.10: Plan marketing communications to maximize effectiveness and to minimize costs.

MKT-HS.19.T10.02 Explain the nature of a promotional plan

MKT-HS.19.T10.03 Coordinate activities in the promotional mix

MKT-HS.20 Standard 20 - Selling
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.

Topic 20.1: Acquire a foundational knowledge of selling to understand its nature and scope.

MKT-HS.20.T01.01 Explain the nature and scope of the selling function
MKT-HS.20.T01.02 Explain the role of customer service as a component of selling relationships
MKT-HS.20.T01.03 Explain key factors in building a clientele
MKT-HS.20.T01.04 Explain company selling policies

MKT-HS.20.T01.05 Explain legal and ethical considerations in selling
MKT-HS.20.T01.06 Describe the use of technology in the selling function
MKT-HS.20.T01.07 Describe the nature of selling regulations

Topic 20.2: Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer.

MKT-HS.20.T02.01 Acquire product information for use in selling
MKT-HS.20.T02.02 Explain the use of brand names in selling

MKT-HS.20.T02.03 Differentiate between consumer and organizational buying behavior
MKT-HS.20.T02.04 Identify emerging trends for use in selling

Topic 20.3: Understand sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales.

MKT-HS.20.T03.01 Explain the selling process

MKT-HS.20.T03.02 Discuss motivational theories that impact buying behavior

Topic 20.5: Employ sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales.

MKT-HS.20.T05.01 Maintain sales standards
MKT-HS.20.T05.02 Establish relationship with customer/client
MKT-HS.20.T05.03 Determine customer/client needs
MKT-HS.20.T05.04 Recommend specific product
MKT-HS.20.T05.05 Respond appropriately to prospect's individual personality type
MKT-HS.20.T05.06 Determine prospect's buying motives for use in selling
MKT-HS.20.T05.07 Facilitate prospect's buying decisions
MKT-HS.20.T05.08 Assess prospect's needs in relation to product offering

MKT-HS.20.T05.09 Propose solution to prospect’s needs/challenges
MKT-HS.20.T05.10 Demonstrate product solution for prospect’s needs
MKT-HS.20.T05.11 Convert customer/client objections into selling points
MKT-HS.20.T05.12 Close the sale
MKT-HS.20.T05.13 Demonstrate suggestion selling
MKT-HS.20.T05.14 Negotiate sales terms/agreement
MKT-HS.20.T05.15 Sell good/service/idea to individuals
MKT-HS.20.T05.16 Sell good/service/idea to groups

Topic 20.6: Implement support activities to facilitate the selling process.

MKT-HS.20.T06.01 Process special orders for retail sales
MKT-HS.20.T06.02 Process retail telephone orders
MKT-HS.20.T06.03 Process retail sales documentation

MKT-HS.20.T06.04 Sell advertising space in printed and electronic materials
MKT-HS.20.T06.05 Establish barter agreements
MKT-HS.20.T06.06 Calculate miscellaneous charges for retail sales

Topic 20.7: Understand, perform pre-sales of, and complete the sales process to show command of their nature and scope.

MKT-HS.20.T07.01 Explain the impact of sales and buying cycles
MKT-HS.20.T07.03 Prospect for customers
MKT-HS.20.T07.04 Conduct preliminary customer/client qualification

MKT-HS.20.T07.05 Conduct pre-visit research
MKT-HS.20.T07.06 Book appointments with prospective clients
MKT-HS.20.T07.07 Prepare sales presentation

(MKT) Marketing Education Standards Book

Frameworks

Marketing

MKT211-2

MKT-HS.02 Standard 02 - Communication Skills Understands the concepts, strategies, and systems used to obtain and convey ideas and information.

MKT-HS.03 Standard 03 - Customer Relations Understands the techniques and strategies used to foster positive, ongoing relationships with customers.

MKT-HS.04 Standard 04 - Economics Understands the economic principles and concepts fundamental to business operations.

MKT-HS.05 Standard 05 - Emotional Intelligence Understands techniques, strategies, and systems used to foster self-understanding and enhance relationships with others.

MKT-HS.07 Standard 07 - Financial Analysis Understands tools, strategies, and systems used to maintain, monitor, control, and plan the use of financial resources.

MKT-HS.10 Standard 10 - Marketing Understands the tools, techniques, and systems that businesses use to create exchanges and satisfy organizational objectives.

MKT-HS.11 Standard 11 - Operations Understands the processes and systems implemented to monitor, plan, and control the day-to-day activities required for continued business functioning.

MKT-HS.12 Standard 12 - Professional Development Understands concepts, tools, and strategies used to explore, obtain, and develop in a business career.

MKT-HS.14 Standard 14 - Channel Management Understands the concepts and processes needed to identify, select, monitor, and evaluate sales channels.

MKT-HS.15 Standard 15 - Marketing-Informaton Management Understands the concepts, systems, and tools needed to gather, access, synthesize, evaluate, and disseminate information for use in making business decisions.

MKT-HS.16 Standard 16 - Market Planning Understands the concepts and strategies utilized to determine and target marketing strategies to a select audience.

MKT-HS.17 Standard 17 - Pricing Understands concepts and strategies utilized in determining and adjusting prices to maximize return and meet customers' perceptions of value.

MKT-HS.18 Standard 18 - Product/Service Management Understands the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities.

MKT-HS.19 Standard 19 - Promotion Understands the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome

MKT-HS.20 Standard 20 - Selling 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.