Florida Department of Education
Curriculum Framework 

Program Title:	Marketing Operations 
Career Cluster:	Marketing, Sales & Service

CCC	
CIP Number	0252140111	
Program Type	College Credit Certificate (CCC)	
Program Length	30 credit hours	
CTSO	Collegiate DECA, FBLA-PBL	
SOC Codes (all applicable) 	Please see the CIP to SOC Crosswalk located at the link below.	
CTE Program Resources 	http://www.fldoe.org/academics/career-adult-edu/career-tech-edu/program-resources.stml	

Purpose

This certificate program is part of the Marketing Management AS degree program (1252140101). 

A College Credit Certificate consists of a program of instruction of less than sixty (60) credits of college-level courses, which is part of an AS or AAS degree program and prepares students for entry into employment (Rule 6A-14.030, F.A.C.).

This program offers a sequence of courses that provides coherent and rigorous content aligned with challenging academic standards and relevant technical knowledge and skills needed to prepare for further education and careers in the Marketing, Sales and Service career cluster; provides technical skill proficiency, and includes competency-based applied learning that contributes to the academic knowledge, higher-order reasoning and problem-solving skills, work attitudes, general employability skills, technical skills, and occupation-specific skills, and knowledge of all aspects of the Marketing, Sales and Service career cluster. 

The purpose of this program is to prepare students for employment as advertising and display specialists, marketing, advertising, and public relations managers, public relations specialists, or to provide supplemental training for persons previously or currently employed in these occupations.  The content should include, but not be limited to, the advertising and displaying of merchandise and managing this function.

Additional Information relevant to this Career and Technical Education (CTE) program is provided at the end of this document.

Standards

After successfully completing this program, the student will be able to perform the following:

01.0	Demonstrate the ability to communicate skillfully.
02.0	Perform merchandising math calculations specific to products and services marketing.
03.0	Demonstrate knowledge of basic economic principles.
04.0	Protect the business.
05.0	Demonstrate the human relations skills necessary for success in promotions.
06.0	Demonstrate knowledge of the principles of promotion.
07.0	Demonstrate knowledge of advertising.
08.0	Demonstrate knowledge of display design.
09.0	Demonstrate knowledge of public relations.
10.0	Demonstrate knowledge of personal selling.
11.0	Demonstrate knowledge of management functions.
12.0	Demonstrate an understanding of entrepreneurship.
13.0	Demonstrate knowledge of business-to-business marketing.

Florida Department of Education
Student Performance Standards

Program Title:	Marketing Operations
CIP Numbers:	0252140111
Program Length:	30 credit hours

This certificate program is part of the Marketing Management AS degree program (1252140101).  At the completion of this program, the student will be able to:	
01.0	Demonstrate the ability to communicate skillfully.  The student will be able to:	
01.0	01.01	Demonstrate proficiency in the effective use of speech and vocabulary.	
01.02	Demonstrate the importance of good listening skills.	
01.03	Discuss the role communication plays in marketing and entrepreneurship.	
01.04	Demonstrate the components of the communication process.	
01.05	Demonstrate effective written communication skills.	
01.06	Demonstrate oral communication skills.	
01.07	Understand how to plan and conduct an in-person meeting using invitations, agenda, follow-up, action items, and minutes. (Optional)	
01.08	Demonstrate knowledge of proper methods and understand the tools needed for conducting online meetings.	
02.0	Perform merchandising math calculations specific to products and services marketing.  The student will be able to:	
02.0	02.01	Understand basic merchandising math operations and complete problems using various calculations.	
02.02	Demonstrate correct procedures for handling basic types of customer sales transactions (e.g., cash, charge, discount, layaway, COD returns).	
02.03	Describe the importance and purpose of the POS (Point of Sale) computerized systems in the retail environment.	
02.04	Calculate turnover.	
02.05	Calculate stock-to-sales ratio.	
02.06	Calculate an inventory turnover ratio.	
02.07	Demonstrate knowledge of Return On Investment (ROI), churn, etc.	
02.08	Calculate markup as a percentage of retail.	
02.09	Calculate markdowns on merchandise.	
02.10	Calculate open-to-buy.	
02.11	Complete an invoice and a purchase order.	
02.12	Calculate discount rate, due date, and the amount of payment on an invoice.	
02.13	Calculate the amount of merchandise to be recorded utilizing model stocks.	
02.14	Calculate minimum stock, maximum stock, and reorder quantities on strong sellers.	
03.0	Demonstrate a knowledge of basic economic principles.  The student will be able to:	
03.0	03.01	Explain the impact of marketing in a free enterprise system and the barriers to entering a market.	
03.02	List and compare the three major types of economic systems and how they relate to launching a product/brand.	
03.03	Identify and discuss economic resources.	
03.04	Discuss the role of the consumer in a free enterprise system.	
03.05	Define the concept of “supply and demand”.	
03.06	Identify current trends, benchmarks, competitors, etc. that have developed in retailing using business analytical tools (STEEP, SWOT, etc.).	
03.07	List the major components of the Gross Domestic Product (GDP).	
03.08	Describe the role of prices and their relationship to scarcity.	
03.09	Identify the different types of market competition and what it means to be a “price taker” versus a “price maker.”	
03.10	Describe the role of costs in production decisions. 	
03.11	Describe inflation and how it is measured. 	
04.0	Protect the business.  The student will be able to:	
04.0	04.01	Prepare policies for a business that will help minimize losses due to theft.	
04.02	Determine the possible types, amounts/coverages, and cost of insurance needed by the business.	
04.03	Establish control measures to protect the assets of the company.	
05.0	Demonstrate the human relations skills necessary for success in promotions.  The student will be able to:	
05.0	05.01	Discuss the importance of such interpersonal skills as punctuality, initiative, courtesy, loyalty, and honesty.	
05.02	Discuss the importance of being able to work cooperatively with others.	
05.03	Discuss the role of networking in marketing.	
05.04	Explain the importance of good human relations skills.	
05.05	Outline the steps in effective problem-solving and decision-making.	
06.0	Demonstrate knowledge of the principles of promotion.  The student will be able to:	
06.0	06.01	Define promotion. 	
06.02	State the purposes of promotion.	
06.03	Explain the importance of promotion in a free enterprise system.	
06.04	Explain the role of promotion in marketing.	
06.05	List and define the elements of the promotional mix.	
06.06	List factors that can affect the promotional mix.	
06.07	List the purposes of sales promotion.	
06.08	Discuss the limitations of sales promotion.	
07.0	Demonstrate knowledge of advertising.  The student will be able to:	
07.0	07.01	Explain the role of advertising in the promotional mix.	
07.02	Describe how advertising creates demand.	
07.03	Discuss the importance of identifying the "market”.	
07.04	Recall the market classifications of advertising.	
07.05	Identify the parts of a written advertisement.	
07.06	Prepare a written ad layout.	
07.07	Identify various forms of advertising media.	
07.08	Evaluate and select the proper channels for the advertising message.	
07.09	Evaluate marketing operations to improve decision-making pertaining to marketing and sales strategy. (Optional)	
08.0	Demonstrate knowledge of display design.  The student will be able to:	
08.0	08.01	Identify and describe the elements of display design.	
08.02	Name and describe the principles of display design.	
08.03	Identify various sources of display options. (Optional)	
08.04	Explain the ways color affects customer buying decisions.	
08.05	Name the "appeals" that should be considered when selecting merchandise for display.	
08.06	List the objectives of display.	
08.07	List the steps involved in planning and setting up a display. (Optional)	
08.08	Define: display requisition, display planning calendar, display planning budget, functional prop, and decorative prop.	
08.09	List the factors to consider when evaluating a completed display.	
08.10	Explain the difference between promotional displays and institutional displays.	
09.0	Demonstrate knowledge of public relations.  The student will be able to:	
09.0	09.01	Define public relations.	
09.02	List the objective of public relations.	
09.03	Identify the groups that a public relations campaign is designed to reach.	
10.0	Demonstrate knowledge of personal selling.  The student will be able to:	
10.0	10.01	State the importance of personal selling skills as a retail function.	
10.02	Define and state the essentials of a sales presentation.	
10.03	Identify the steps of the selling process.	
10.04	Explain the purpose of the pre-approach.	
10.05	List and explain the various approach categories.	
10.06	Explain how listening, questioning, and observation skills can help the salesperson determine wants and needs.	
10.07	Explain the importance of the demonstration.	
10.08	Analyze the major types of customer objections; identify the techniques to overcome each type of objection.	
10.09	Identify the natural process involved in closing a sale.	
10.10	Explain various techniques for closing a sale.	
10.11	Define and explain suggestive selling.	
10.12	Demonstrate an understanding of the role of sales in a small business and the tools and options to maximize the impact of personal selling.	
11.0	Demonstrate knowledge of management functions.  The student will be able to:	
11.0	11.01	Explain the importance of good human relations skills in managing personnel.	
11.02	Identify the qualities of a good leader.	
11.03	Understand the functions of management.	
11.04	Describe how the work of a manager differs from that of other employees.	
11.05	Identify the basic elements to be considered in organizing work.	
11.06	Describe the importance of assigning duties, delegating authority, and evaluating the completed work.	
12.0	Demonstrate an understanding of entrepreneurship.  The student will be able to:	
12.0	12.01	Define entrepreneurship.	
12.02	Describe the importance of entrepreneurship to the American economy.	
12.03	List the advantages and disadvantages of business ownership.	
12.04	Identify the risks involved in business ownership.	
12.05	Identify the necessary personal characteristics of a successful entrepreneur.	
12.06	Identify the business skills needed to operate a small business efficiently and effectively.	
12.07	Utilize innovation to create and develop new products and services.	
13.0	Demonstrate knowledge of business-to-business marketing.  The student will be able to:	
13.0	13.01	Investigate the activities involved in selling goods and services to a business.	
13.02	Understand the process of selling goods and services to a business.	

Additional Information

Laboratory Activities

Laboratory investigations that include scientific inquiry, research, measurement, problem solving, emerging technologies, tools and equipment, as well as, experimental, quality, and safety procedures are an integral part of this career and technical program/course. Laboratory investigations benefit all students by developing an understanding of the complexity and ambiguity of empirical work, as well as the skills required to manage, operate, calibrate and troubleshoot equipment/tools used to make observations. Students understand measurement error; and have the skills to aggregate, interpret, and present the resulting data. Equipment and supplies should be provided to enhance hands-on experiences for students.

Career and Technical Student Organization (CTSO)

Collegiate DECA and Future Business Leaders of America-Phi Beta Lambda (FBLA-PBL) are the co-curricular career and technical student organization(s) providing leadership training and reinforcing specific career and technical skills.  Career and Technical Student Organizations provide activities for students as an integral part of the instruction offered.  

Accommodations

Federal and state legislation requires the provision of accommodations for students with disabilities to meet individual needs and ensure equal access. Postsecondary students with disabilities must self-identify, present documentation, request accommodations if needed, and develop a plan with their counselor and/or instructors. Accommodations received in postsecondary education may differ from those received in secondary education. Accommodations change the way the student is instructed. Students with disabilities may need accommodations in such areas as instructional methods and materials, assignments and assessments, time demands and schedules, learning environment, assistive technology and special communication systems. Documentation of the accommodations requested and provided should be maintained in a confidential file.