Florida Department of Education
Curriculum Framework 

Program Title:	Digital Marketing Management
Career Cluster:	Marketing, Sales and Service

College Credit Certificate	
CIP Number	0252140112	
Program Type	College Credit Certificate (CCC)	
Program Length	12 credit hours	
CTSO	Collegiate DECA, PBL	
SOC Codes (all applicable) 	For program SOC codes, please see the Program and Course Tables section of the CTE Program Resources page linked 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. 

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

Program Structure

This program is a planned sequence of instruction consisting of 12 credit hours.

When developing the course sequence for the local implementation of this program, select courses that:
•	Meet the skill development requirements of the standards and benchmarks of this program.
•	Where reasonable and practicable, align with programs offered by your institution or other postsecondary institutions in Florida, including: 
o	Related AS and AAS degrees.
o	Baccalaureate degrees within the same career pathway and/or Federal CIP code.

Visit FloridaShines’ Discover Programs website to identify other institutions that offer similar programs to review their course sequencing. Where appropriate, course alignment between institutions offering related programs can facilitate interagency student articulation.

Visit FloridaShines’ Common Prerequisites Manual to identify courses that are prerequisites for admission into an upper division program.  When sub-baccalaureate courses are aligned to the course admissions requirements of baccalaureate programs with the same career pathway, students can enter upper division coursework seamlessly.   

Florida’s Career Readiness Skills for CTE Programs

Employability Skills	
01.0	Apply academic skills to workplace scenarios.	
01.01	Use reading skills.	
01.02	Use writing skills.	
01.03	Use mathematical strategies and procedures.	
01.04	Use scientific principles and procedures.	
02.0	Design a solution to an industry problem.	
02.01	Use critical thinking.	
02.02	Use creativity.	
02.03	Make sound decisions.	
02.04	Solve problems.	
02.05	Reason. 	
02.06	Plan and organize.	
03.0	Manage resources within an industry project	
03.01	Manage time.	
03.02	Manage money or resources.	
03.03	Manage materials.	
03.04	Manage personnel.	
04.0	Oversee the subcomponents, operations and output of a technical or organizational system.	
04.01	Manage systems.	
04.02	Monitor systems.	
04.03	Improve systems.	
05.0	Use information for decision making.	
05.01	Locate information.	
05.02	Organize information.	
05.03	Use information.	
05.04	Analyze information.	
05.05	Communicate information.	
06.0	Apply relevant technology to workplace scenarios to aid productivity.	
06.01	Use technology.	
07.0	Interpret and express interpersonal communication.	
07.01	Communicate verbally.	
07.02	Listen actively.	
07.03	Comprehend written material.	
07.04	Convey information in writing.	
07.05	Communicate nonverbally.	
07.06	Interpret nonverbal communication.	
08.0	Interact with others to accomplish workplace goals.	
08.01	Collaborate with others in a team.	
08.02	Respond to customer needs.	
08.03	Exercise leadership.	
08.04	Negotiate to resolve conflict.	
08.05	Respect others.	
09.0	Manage personal behavior to maximize productivity and professional growth.	
09.01	Demonstrate responsibility and self-discipline.	
09.02	Adapt and show flexibility.	
09.03	Work independently.	
09.04	Demonstrate a willingness to learn.	
09.05	Demonstrate integrity.	
09.06	Demonstrate professionalism.	
09.07	Take initiative.	
09.08	Display positive attitude.	
09.09	Take responsibility for professional growth.	
Job Attainment	
10.0	Find, assess and apply to job opportunities.	
10.01	Identify online job posts relevant to his or her career aspirations.	
10.02	Compare and contrast the job posts’ required qualifications, job duties, compensation, benefits and employers. 	
10.03	Define what information, documentation and writing prompts are required for the positions.	
11.0	Communicate personal competence, character and fit for a job opportunity.	
11.01	Develop a resume.	
11.02	Write a cover letter.	
11.03	Curate a professional portfolio that includes work products.	
11.04	Prepare for and experience a mock job interview.	
12.0	Cultivate and leverage relationships to professionally advance.	
12.01	Request a signed reference letter, letter of recommendation and/or an online skill/professionalism endorsement. 	
12.02	Develop a plan to cultivate a professional digital footprint.	
12.03	Develop a networking plan for a specific industry of interest.	

Standards

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

01.0	Utilize effective selling techniques and procedures for the marketing of products and services.
02.0	Demonstrate the ability to communicate skillfully.
03.0	Build a marketing plan and strategy.
04.0	Demonstrate proficiency in the utilization of software appropriate to marketing. 
05.0	Identify the uses of technology in marketing.
06.0	Manage a digital marketing campaign.
07.0	Demonstrate knowledge of the principles of promotion.
08.0	Demonstrate knowledge of advertising.
09.0	Demonstrate knowledge of display design.
10.0	Utilize digital tools, social networks and a variety of media to create awareness and promote products and services to consumers and businesses.
11.0	Determine the global and multicultural aspects of marketing.

Florida Department of Education
Student Performance Standards

Program Title:	Digital Marketing Management
CIP Number:		0252140112
Program Length:	12 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	Utilize effective selling techniques and procedures for the marketing of products and services.  The student will be able to:	
01.01	Explain and define personal and non-personal selling.	
01.02	Consider the ethical and legal aspects of personal selling.	
01.03	Conduct a case study analysis.	
01.04	Demonstrate the steps of a sale.	
01.05	Recognize consumer buying motives.	
01.06	Identify the types of consumer behavior.	
01.07	Identify various types of customer approaches (e.g., greeting, merchandise, service, etc.).	
01.08	Identify techniques for handling different customer types (e.g., the casual looker, the loyal customer, the discount customer, the undecided customer, etc.).	
01.09	Develop a written feature-benefit review sheet for a product, as part of a competitive analysis.	
01.10	Develop an effective sales presentation.	
01.11	Observe, evaluate, and critique a sales demonstration.	
01.12	Understand the basic personality types of buyers/consumers and of business owners/decision-makers.	
02.0	Demonstrate the ability to communicate skillfully.  The student will be able to:	
02.0	02.01	Demonstrate proficiency in the effective use of speech and vocabulary.	
02.02	Demonstrate the importance of good listening skills.	
02.03	Discuss the role communication plays in marketing and entrepreneurship.	
02.04	Demonstrate the components of the communication process.	
02.05	Demonstrate effective written communication skills.	
02.06	Demonstrate oral communication skills.	
02.07	Understand how to plan and conduct an in-person meeting using invitations, agenda, follow-up, action items, and minutes. (Optional)	
02.08	Demonstrate knowledge of proper methods and understand the tools needed for conducting online meetings.	
03.0	Build a marketing plan and strategy.  The student will be able to:	
03.01	Demonstrate an understanding of the role of sales in a small business and the tools and options to maximize the impact of personal selling. 	
03.02	Understand the role of sales, the pervasive nature of selling activity in a small business, and the steps that comprise the sales process.	
03.03	Demonstrate the importance of maintaining and enhancing the customer relationship post-sale. 	
03.04	Develop and modify the marketing mix for a business.	
03.05	Use decision-making tools that aid in evaluating marketing activities.	
03.06	Evaluate marketing operations to improve decision-making pertaining to marketing strategy.	
03.07	Identify target markets.	
04.0	Demonstrate proficiency in the utilization of software appropriate to marketing.  The student will be able to:	
04.01	Demonstrate proficiency of software being utilized.	
04.02	Demonstrate merchandising math/spreadsheet skills (e.g., for stock turnover, mark-up, mark-down, open-to-buy, pricing invoice, etc.).	
04.03	Demonstrate marketing spreadsheet data entry and output procedures.	
04.04	Demonstrate decision-making skills pertaining to marketing spreadsheet data.	
05.0	Identify the uses of technology in marketing.  The student will be able to:	
03.0	04.0	05.0	05.01	Understand the importance of the Internet and application software for marketing purposes.  	
05.02	Utilize software to create a career/industry-related document.  	
05.03	Understand the importance of spreadsheet software to enhance marketing decision-making skills.	
05.04	Utilize integrated software applications, including dashboard and visualization programs, to generate marketing reports, provide insights and solve marketing problems.  	
05.05	Identify technology appropriate for marketing functions and practices.	
05.06	Select and use a variety of resources, information services, other applications, etc., to create, revise, and verify marketing information.  	
06.0	Manage a digital marketing campaign.  The student will be able to:	
06.01	Research and utilize the best platforms for digital marketing the particular product and/or service.	
06.02	Determine methods for promoting a universal resource locator (URL).	
06.03	Determine appropriate search engines for listing a URL.	
06.04	Determine methods to register with a selected search engine. 	
06.05	Discuss software tools and strategies for improving visibility in search engines.	
06.06	Establish and maintain links with other sites and social media platforms.	
06.07	Discuss viability of banner advertising.  	
06.08	Determine software tools and methods to generate hit analysis data.	
06.09	Calculate and analyze site effectiveness.	
06.10	Compose updates based on analysis results.	
06.11	Publicize digital marketing through traditional (non-Internet) means.	
06.12	Understand organic and non-organic searches and SEO.	
06.13	Express the importance of establishing customer service guidelines.	
06.14	Discuss keywords versus key phrases and the benefits of each type.	
06.15	Understand the concept of meta tags and why they are important to the marketing of a website.	
06.16	Establish methods to incorporate target market keywords into meta tags.	
06.17	Understand and utilize various social media platforms to market a business.	
07.0	Demonstrate knowledge of the principles of promotion.  The student will be able to:	
07.01	Define promotion. 	
07.02	State the purposes of promotion.	
07.03	Explain the importance of promotion in a free enterprise system.	
07.04	Explain the role of promotion in marketing.	
07.05	List and define the elements of the promotional mix.	
07.06	List factors that can affect the promotional mix.	
07.07	List the purposes of sales promotion.	
08.0	Demonstrate knowledge of advertising.  The student will be able to:	
08.01	Explain the role of advertising in the promotional mix.	
08.02	Describe how advertising creates demand.	
08.03	Discuss the importance of identifying the "market”.	
08.04	Recall the market classifications of advertising.	
08.05	Identify the parts of a written advertisement.	
08.06	Prepare a written ad layout.	
08.07	Identify various forms of advertising media.	
08.08	Evaluate and select the proper channels for the advertising message.	
08.09	Evaluate marketing operations to improve decision-making pertaining to marketing and sales strategy. (Optional)	
09.0	Demonstrate knowledge of display design.  The student will be able to:	
09.01	Identify and describe the elements of display design.	
09.02	Name and describe the principles of display design.	
09.03	Identify various sources of display options. (Optional)	
09.04	Explain the ways color affects customer buying decisions.	
09.05	Name the "appeals" that should be considered when selecting merchandise for display.	
09.06	List the objectives of display.	
09.07	List the steps involved in planning and setting up a display. (Optional)	
09.08	Define: display requisition, display planning calendar, display planning budget, functional prop, and decorative prop.	
09.09	List the factors to consider when evaluating a completed display.	
09.10	Explain the difference between promotional displays and institutional displays.	
10.0	Utilize digital tools, social networks, and a variety of media to create awareness and promote products and services to consumers and businesses.  The student will be able to:	
10.01	Demonstrate knowledge of the pervasiveness of technology; analyze the technologies that can be used to reach prospects, covert them into customers, and sustain and grow those customer relationships.	
10.02	Demonstrate knowledge of how to plan and develop a marketing information system.	
10.03	Demonstrate knowledge of how to plan and develop digital promotional strategies and tactics.	
10.04	Demonstrate knowledge of marketing processes that leverage the Internet.	
10.05	Demonstrate knowledge of the website development process (e.g., the design, needs determination, purpose statement).	
10.06	Demonstrate knowledge of the importance of CRM.	
10.07	Demonstrate the knowledge required to integrate digital marketing with face-to-face marketing.	
11.0	Determine the global and multicultural aspects of marketing.  The student will be able to:	
11.01	Demonstrate an understanding of global cultures and the impact of culture on marketing strategies.	
11.02	Demonstrate knowledge of multicultural marketing.	
11.03	Analyze the impact of multicultural marketing.	

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)

CTSOs are co-curricular career and technical student organizations 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. Other CTSOs not listed in this curriculum framework or recognized by the Florida Department of Education are permissible provided they support student mastery over the standards and benchmarks of this curriculum framework.

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.