Florida Department of Education
Curriculum Framework 

The standards and/or benchmarks for this program were updated for the 2026-27 academic year.

Program Title:	E-Commerce Marketing
Program Type:	Career Preparatory
Career Cluster:	Marketing, Sales & Service

Secondary – Career Preparatory	
Program Number	8827200	
CIP Number	0252020802	
Grade Level	9-12	
Program Length	3 credits	
Teacher Certification	Refer to the Program Structure section.	
CTSO	DECA, FBLA-PBL	
SOC Codes (all applicable) 	41-2031 – Retail Salespersons
15-1199 – Computer Occupations, All Other	
CTE Program Resources 	http://www.fldoe.org/academics/career-adult-edu/career-tech-edu/program-resources.stml	

Purpose 

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 or advanced training in the Electronic Commerce (e-Commerce) Marketing industry.  The content includes, but is not limited to, employability skills, selling techniques, public relations and publicity, event planning and execution, and licensing, sponsorship, and endorsements.

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 totaling three credits.

To teach the courses listed below, instructors must hold at least one of the teacher certifications indicated for that course.

The following table illustrates the secondary program structure:

Course Number	Course Title	Teacher Certification	Length	SOC Code	Level	Graduation Requirement	
8827110	Marketing Essentials	ADVR PROM 7G
BUS ED 1 
MKTG 1
MKTG MGMT 7G
RETAILING @7 7G
TC COOP ED @7	1 credit
	41-2031	2	CT
	
8827120	Marketing Applications	ADVR PROM 7G
BUS ED 1 
MKTG 1
MKTG MGMT 7G
RETAILING @7 7G	1 credit		2	CT
	
8827210	E-Commerce Marketing	BUS ED 1 
MKTG 1
MKTG MGMT 7G
RETAILING @7 7G	1 credit	15-1199	3	CT	
(Graduation Requirement Codes: CT=Career & Technical Education, EQ= Equally Rigorous Science, EC= Economics, MA=Mathematics, PL=Personal Financial Literacy)

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.	
Career Exploration & Planning 	
10.0	Explain career opportunities aligned with the regional economy and personal aspirations.	
10.01	Describe regional occupations that are high-demand, high-growth, high-wage and/or high-skill.	
10.02	Describe careers aligned with his or her interests, skills and values based on career assessment, experiential learning, career informational interviews, research and/or reflection.	
11.0	Explain postsecondary pathways aligned with his or her career aspirations.	
11.01	Compare and contrast postsecondary pathways, including education, employment, entrepreneurship and enlistment (the “Four Es”). 	
11.02	Compare and contrast regional postsecondary training provider options, including apprenticeships, technical colleges, state colleges, universities and industry-recognized certification providers. 	
11.03	Define postsecondary credentialing and stacking options, including industry-recognized certifications, apprenticeship certificates of completion, career certificates, licenses and associate or baccalaureate degrees. 	
11.04	Compare postsecondary training data for training programs of interest, such as total costs, average student loan debt, and median earnings and job placement rates after program completion.	
12.0	Develop a personalized career and academic plan.	
12.01	Prioritize an occupation, credential and postsecondary training provider for plan formation.	
12.02	Self-assess progress toward meeting graduation requirements and skill-development goals.	
12.03	Develop and complete a chronological checklist of steps and deadlines prior to postsecondary training or national service application that includes any required documentation to gather, writing prompts and examinations.	
12.04	Identify a variety of financial aid opportunities, including scholarships, grants, savings, work, work-study programs, private loans and federal loans.	
12.05	Develop a postsecondary training budget that is inclusive of living and school expenses.	
Job Attainment	
13.0	Find, assess and apply to job opportunities.	
13.01	Identify online job posts relevant to his or her career aspirations.	
13.02	Compare and contrast the job posts’ required qualifications, job duties, compensation, benefits and employers. 	
13.03	Define what information, documentation and writing prompts are required for the positions.	
14.0	Communicate personal competence, character and fit for a job opportunity.	
14.01	Develop a resume.	
14.02	Write a cover letter.	
14.03	Curate a professional portfolio that includes work products.	
14.04	Prepare for and experience a mock job interview.	
15.0	Cultivate and leverage relationships to professionally advance.	
15.01	Request a signed reference letter, letter of recommendation and/or an online skill/professionalism endorsement. 	
15.02	Develop a plan to cultivate a professional digital footprint.	
15.03	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:

Marketing Essentials
01.0	Demonstrate the ability to connect and work well with others for success in any marketing occupation.  
02.0	Demonstrate proficiency in utilizing e-Commerce marketing technology and tools.
03.0	Demonstrate proficiency in applying math skills unique to marketing.
04.0	Identify how core concepts of economics apply to the way businesses operate.
05.0	Identify marketing and business fundamentals.
06.0	Identify current effective selling techniques and procedures.

Marketing Applications
07.0	Select a marketing industry for career planning.
08.0	Demonstrate applications of channel management (distribution) for the selected marketing segment.
09.0	Explain the concepts of financing for the selected marketing segment.
10.0	Demonstrate product/service planning for the selected marketing segment.
11.0	Demonstrate marketing information management for the selected marketing segment. 
12.0	Demonstrate pricing applications for the selected marketing segment. 
13.0	Demonstrate promotion applications for the selected marketing segment.
14.0	Understand the Core Principles of Branding.
15.0	Analyze Branding Strategies.
16.0	Develop a Brand Strategy.
17.0	Measure Brand Success.
18.0	Evaluate the Impact of Digital Media on Branding.
19.0	Understand Ethical Branding Practices.
20.0	Demonstrate purchasing applications for the selected marketing segment. 
21.0	Demonstrate applications of safety and risk management for the selected marketing segment. 
22.0	Demonstrate selling techniques within the selected marketing segment.
23.0	Demonstrate an understanding of entrepreneurship.
24.0	Identify the uses of technology in marketing.

E-Commerce Marketing
25.0	Discuss internet technology and electronic media as a marketing tool.
26.0	Conduct a business marketing plan.  
27.0	Build a website designed with marketing objectives in mind.  
28.0	Identify and carry out tasks that assist and enhance the overall marketing efforts of a business or organization.  
29.0	Manage an e-Commerce marketing campaign.
30.0	Apply entrepreneurial concepts to e-Commerce marketing.
31.0	Analyze global trends in the e-Commerce marketing industry.
32.0	Apply a career plan to e-Commerce marketing.

Florida Department of Education
Student Performance Standards

Course Title:		Marketing Essentials
Course Number	8827110 
Course Credit:	1

Course Description:  

Marketing Essentials blends theory and practice to facilitate immediate implementation and impact.  Students will learn to develop strategic marketing with sales and customer plans.  A review of the marketing environment is used to help develop the segmentation, targeting and market positioning strategy for implementation along with the marketing mix (product, price, place and promotion).  The goal is the identification and delivery of organizational competitive advantage and customer satisfaction – key to long-term revenue growth, profitability and success.

CTE Standards and Benchmarks	
01.0	Demonstrate the ability to connect and work well with others for success in any marketing occupation.  The student will be able to:	
01.01	Demonstrate the ability to collaborate effectively with team members or partnerships, leadership, and peers from socio-cultural and socio-economic backgrounds, genders, disabilities, and ages.  	
01.02	Demonstrate interpersonal skills (e.g., courtesy, loyalty, being a team player, adaptability, empathy, etc.).  	
01.03	Demonstrate personality traits important to business (e.g., interest, enthusiasm, honesty, responsibility, flexibility, integrity, credibility, reliability and perseverance, etc.).	
01.04	Demonstrate the ability to use creative problem-solving, decision-making, and critical-thinking strategies.  	
01.05	Demonstrate self-management, initiative, multitasking, team management techniques, and organizational skills. (Optionally, demonstrate the ability to utilize team management software.)	
01.06	Explain the concepts of self-knowledge, self-esteem, and self-image.  	
01.07	Demonstrate professional behavior, etiquette, and acceptance of feedback.  	
01.08	Demonstrate respect for the opinions, cultural diversity, customs, and individual differences of others.  	
01.09	Set personal and career goals and develop a plan of action to achieve those goals, including searching and optionally applying for jobs.	
01.10	Develop and demonstrate the human relations skills needed for successful entry and progress in the occupation selected by the student as a career objective. 	
02.0	Demonstrate proficiency in utilizing eCommerce marketing technologies and tools.  The student will be able to:	
02.01	Identify and apply effective workplace communication skills (i.e., verbal, nonverbal, written and electronic).	
02.02	Demonstrate the ability to communicate clearly and professionally with all stakeholders (such as customers/clients, co-workers, supervisors, vendors, etc.) using correct grammar and relevant terminology.	
02.03	Explain the significance of developing networking skills to grow business connections.	
02.04	Prepare and deliver a business-related presentation.  	
02.05	Demonstrate active listening strategies that improve understanding and performance.  	
02.06	Describe positive customer relations, including conflict and dispute resolution.	
02.07	Interpret business policies to customers/clients.  	
02.08	Discuss the importance of providing clear directions, descriptions, and explanations.  	
02.09	Demonstrate the ability to locate, understand, and interpret information found in trade journals, manuals, graphs, schedules, charts, diagrams, social media platforms, and other electronic media resources.  	
02.10	Identify and explain how electronic media, technological advances, social media platforms, and application software programs continue to shape the field of marketing and increase business productivity. 	
03.0	Demonstrate proficiency in applying math skills unique to marketing.  The student will be able to:	
03.01	Perform addition, subtraction, multiplication, division, ratios, and percentage problems as related to the marketing industry.  	
03.02	Understand problem-solving techniques for sales-related transactions (i.e., cash, checks, debit cards, credit cards, electronic, online payment methods, cryptocurrency, discounts, layaway, Credit on Delivery (COD), returns, gift certificates, invoices, and automatic fee withdrawals).  	
03.03	Interpret quantitative information from tables, charts, and graphs as related to the workplace.  	
03.04	Demonstrate the ability to make changes correctly. 	
03.05	Calculate tax, gratuity, commission, and miscellaneous charges.  	
03.06	Demonstrate the ability to collect, organize, and interpret data.	
03.07	Understand the importance of stock turnover and stock-to-sales ratio in the industry.  	
03.08	Apply standard industry formulas to determine markup and markdown on merchandise.  	
03.09	Understand the difference between income (credit) and expense (debit). 	
04.0	Identify how core concepts of economics apply to the way businesses operate.  The student will be able to:	
04.01	Explain the concepts of economics and determine economic activities and the types of economic indicators used to measure the economy. 	
04.02	Explain the concept of economic goods and services.  	
04.03	Explain the concept of economic resources and the scarcity of resources.  	
04.04	Explain the concept of utility (i.e., form, place, time, possession, and information).  	
04.05	Understand the concept of "supply and demand".	
04.06	Understand the differences between major types of economic systems.  	
04.07	Explain the relationship between government and business.	
04.08	Explain the concept of free enterprise and business ownership.  	
04.09	Explain the concept of price and its role in profit motive.  	
04.10	Explain the concept of risk.  	
04.11	Explain the concept of competition and recognize the government regulations monitoring competition, including monopolies.	
04.12	Understand the concept of productivity and the factors of production needed to produce goods and services.  	
04.13	Identify components of the Gross National Product (GNP) and the Gross Domestic Product (GDP).  	
05.0	Identify marketing and business fundamentals.  The student will be able to:	
05.01	Define marketing and its benefits.  	
05.02	Explain the purpose and scope of marketing in a free enterprise system.  	
05.03	Identify and explain each marketing function. (7 functions of Marketing as defined)	
05.04	Explain how each component of the marketing mix (product, price, place, and promotion) contributes to marketing.  	
05.05	Compare and contrast consumer and industrial markets.  B2B and B2C	
05.06	Understand the relationship of marketing to business and the economy (i.e., incorporate, analyze, and create a  SWOT analysis – strength, weakness, opportunity, and threat).	
05.07	Describe how marketers use consumer research and knowledge of the market to sell products.	
05.08	Discuss major fields of business activity (e.g., manufacturing, wholesaling, retailing, services, cottage industries, street sales, pop-up markets, farmers markets e-Commerce, etc.). 	
05.09	Explain marketing strategies and marketing concepts.  	
05.10	Differentiate between mass marketing and market segmentation. 	
05.11	Explain the importance and techniques of offering the right merchandising mix.  	
05.12	Explain the nature and evolution of channel management (distribution).	
05.13	Explain the elements that allow the development of a marketing plan (e.g. executive summary, business description research, advertising, public relations, direct and indirect marketing, promotions, merchandising, branding, feedback, revision, channel management, etc.).  	
05.14	Explain the “4 P’s” of marketing: price, place, promotion, and product.  	
05.15	Define and analyze a target market as it applies to product development, promotion, and channel management (distribution).  	
05.16	Discuss the roles e-Commerce and social networking play in the marketing of goods and services.  	
05.17	Understand network marketing (multilevel marketing) and how it differs from a pyramid scheme. (Optional)	
05.18	Identify the role of federal regulatory agencies [i.e., Food and Drug Administration (FDA), Consumer Product Safety Commission (CPSC), Environmental Protection Agency (EPA), Securities and Exchange Commission (SEC), Federal Trade Commission (FTC), Occupational Safety and Health Administration (OSHA)].  	
05.19	Identify the advantages and disadvantages of different types of business ownership (e.g., Private Corporation, Sole Proprietorship, Partnership, C Corps Limited Liability Corporation (LLC), Shareholder Corporation, etc.).	
06.0	Identify current effective selling techniques and procedures.  The student will be able to:	
06.01	Explain the purpose, principles, and importance of selling and how it relates to the marketing concept.	
06.02	Identify the qualities of a professional sales associate and the responsibilities of sales management. 	
06.03	Identify an effective sales presentation for a target market (e.g., steps of a sale, consumer buying motives, approaches through greeting, merchandise, and service, the proper time to approach a customer to open sale, feature-benefit analysis, overcoming objections building and closing the sale, suggestion, and substitution selling, etc.).	
06.04	Understand different customer segmentation techniques and how different customers make buying decisions.	
06.05	Discuss the importance of meeting specialized sales needs and describe legal and ethical sales issues. 	
06.06	Describe the importance of analyzing sales trends and the use of current technologies.	
06.07	Analyze the use of websites, social media, email, and customer loyalty programs to establish and maintain a customer database.  	

Florida Department of Education
Student Performance Standards

Course Title:		Marketing Applications
Course Number	8827120
Course Credit:	1

Course Description:

This course is designed to provide students with an in-depth study of marketing in a free enterprise society and includes advertising, promotion, product development and branding, selling and marketing research. This course also includes the uses of technology and the electronic media in marketing, purchasing, retail positioning strategies, and e-Commerce marketing.

CTE Standards and Benchmarks	
07.0	Select a marketing industry for career planning.  The student will be able to:	
07.01	Identify current employment opportunities in marketing-related fields.  	
07.02	Identify sources of information for career planning.  	
07.03	Conduct in-depth career research including requirements for entry and advancement, career ladders, and opportunities related to the career field.  	
07.04	Explain the duties, responsibilities, required skills, and knowledge for a particular career in the marketing industry.  	
07.05	Identify the advantages and disadvantages of a particular career in marketing.	
07.06	Complete self-assessments and an analysis of lifestyle goals and career aspirations.  	
07.07	Develop an individualized education and career plan related to a major marketing field, including the development of a resume.	
07.08	Write a job description for a selected marketing occupation.	
08.0	Demonstrate applications of channel management (distribution) for the selected marketing industry.  The student will be able to:	
08.01	Explain the concepts and processes needed to move, store, locate, and/or transfer ownership of goods and services. 	
08.02	Explain the concepts of physical channel management (distribution) and transportation systems related to the industry.  	
08.03	Develop appropriate plans utilizing channel management for the specific industry.	
08.04	Explain the relationship between customer service and distribution.  	
08.05	Explain network marketing (multilevel marketing) and how it differs from a pyramid scheme.	
09.0	Explain the concepts of financing for the selected marketing segment.  The student will be able to:	
09.01	Explain the financial concepts used in making business decisions.  	
09.02	Explain the concept of financial administration.  	
09.03	Explain the difference between income (credit) and expense (debit).	
09.04	Identify various types of credit policies and procedures.	
09.05	Explain the purposes and importance of credit.  	
09.06	Identify the positive and negative impacts of using credit in marketing situations and understand the regulations affecting credit. (Optional)	
09.07	Compare and contrast the use of different credit applications, types of credit accounts, and the differences between debit and credit cards.  	
09.08	Students will analyze and differentiate between the various types of electronic payment methods used in modern commerce. They will evaluate the benefits and limitations of each type and understand their application in marketing transactions.	
09.09	Examine and evaluate key industry drivers: pricing strategies, profit dynamics, competition trends, and productivity factors.	
10.0	Demonstrate product/service planning for a specific marketing segment.  The student will be able to:	
10.01	Explain the steps involved in decision-making (e.g., assessment, planning, implementation design, evaluation, etc.).  	
10.02	Explain the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities, trends, and environmental factors.  	
10.03	Define product and service quality in terms of performance standards and industry benchmarks, emphasizing their relevance to both customer expectations and competitive differentiation.	
10.04	Discuss product-liability risks.	
10.05	Explain warranties and guarantees.   	
10.06	Develop a product/service plan.	
10.07	Describe factors used by marketers to position products/businesses. 	
10.08	Identify the stages and impact of the product life cycle.  	
11.0	Demonstrate marketing information management for the selected marketing segment.  The student will be able to:	
11.01	Explain the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities.  	
11.02	Explain the process of marketing information management.	
11.03	Explain the nature and scope of marketing operations. 	
11.04	Demonstrate knowledge of inventory control systems and shipping and receiving procedures.	
11.05	Identify procedures for the use of marketing information management to gather and manage information.  	
12.0	Demonstrate pricing applications for the selected marketing segment.  The student will be able to:	
12.01	Explain concepts and strategies utilized in determining and adjusting prices to maximize return and meet customers’ perceptions of value.  	
12.02	Explain pricing objectives, policies, and strategies. 	
12.03	Explain different price techniques and methods. (Demand/Competition/Cost-Oriented Pricing)	
12.04	Explain procedures for changing prices.  	
12.05	Demonstrate decision-making skills and methodologies required for determining pricing relative to the competition.  	
12.06	Demonstrate problem-solving skills required when considering profit price and margins.	
13.0	Demonstrate promotion applications for the selected marketing segment.  The student will be able to:	
13.01	Explain the concepts and strategies needed to communicate information about products, services, branding, and/or ideas to achieve a desired outcome.  	
13.02	Identify types of promotion used in the industry. (Advertising, Direct Marketing, Sales Promotion, and Public Relations.)	
13.03	Discuss the importance of advertising media and the role of digital and social media in advertising.  	
13.04	Explain the purposes and elements of advertising and display.	
13.05	Use advertising guidelines and/or regulations to design appropriate media sample ads (e.g., print, radio, television, electronic media, etc.).  	
13.06	Use design principles to prepare such merchandise/service displays (e.g., windows, endcaps, kiosks, point of sale activity, etc.).  	
13.07	Write a promotional message to appeal to a specific target market. 	
13.08	Develop a sales promotion plan for a marketing organization.	
13.09	Demonstrate and understand public relations techniques used in the marketing industry.	
13.10	Evaluate effective website designs, including analyzing and assessing the impact of user-centric website designs, focusing on functionality, visual appeal, mobile responsiveness, and conversion optimization to enhance user experience and drive business goals.	
14.0	Understand the Core Principles of Branding. The student will be able to:  	
14.01	Define branding, including its role in business identity and customer perception.	
14.02	Explain the difference between brand identity, brand image, and brand equity.	
14.03	Identify elements that make up a brand (name, logo, color scheme, tagline, voice, etc.) and discuss how each element influences consumer perception.	
15.0	Analyze Branding Strategies.  The student will be able to:	
15.01	Evaluate different branding strategies, such as corporate branding, product branding, and personal branding, and understand their applications in various industries.	
15.02	Investigate the concept of brand positioning and how businesses differentiate themselves in the marketplace.	
16.0	Develop a Brand Strategy.  The student will be able to:	
16.01	Create a comprehensive brand strategy, including brand positioning, target audience identification, and key messaging.	
16.02	Develop a brand identity kit (logo, colors, typography) and explain how these elements support brand recognition and consistency.	
17.0	Measure Brand Success.  The student will be able to:	
17.01	Identify key performance indicators (KPIs) used to assess brand strength and success, such as brand awareness, customer loyalty, and market share.	
17.02	Understand the importance of brand consistency across multiple channels, both online and offline, and its impact on customer trust and engagement.	
18.0	Evaluate the Impact of Digital Media on Branding.  The student will be able to:	
18.01	Explore how social media, influencers, and digital content contribute to building and maintaining a brand’s presence.	
18.02	Assess the role of customer feedback, online reviews, and reputation management in shaping brand perception.	
19.0	Understand Ethical Branding Practices.  The student will be able to:	
19.01	Discuss the role of corporate social responsibility (CSR) in branding and how ethical practices can enhance brand reputation.	
19.02	Explore examples of businesses that have successfully built their brands around sustainability, inclusivity, and social responsibility.	
20.0	Demonstrate purchasing applications for a specific marketing segment.  The student will be able to:	
20.01	Explain different types of purchasing situations.	
20.02	Demonstrate techniques used to obtain the best terms when negotiating a purchase.  	
21.0	Demonstrate applications of safety and risk management for a specific marketing segment.  The student will be able to:	
21.01	Explain the nature and scope of risk management.	
21.02	Identify various types of business risks.	
21.03	Describe ways businesses can manage risks, including purchasing different types of insurance that may be applicable.	
22.0	Demonstrate selling techniques within the selected marketing segment.  The student will be able to:	
22.01	Explain the purpose and goal of the selling function and how it relates to the marketing concept.	
22.02	Explain the steps in a sale and how to handle objections.	
22.03	Create a sales presentation using presentation/media software.	
23.0	Demonstrate an understanding of entrepreneurship.  The student will be able to:	
23.01	Define entrepreneurship.	
23.02	Identify, explain, and compare the different types of business ownership (e.g., sole-proprietorship, partnership, corporation, S Corp, Limited Liability franchise, licensing, etc.).  	
23.03	Discuss the role of the entrepreneur/ small business in the domestic and global economy. 	
23.04	Discuss entrepreneurship as a career choice (e.g., characteristics, aptitudes, skills necessary to be a successful entrepreneur, etc.).  	
23.05	Discuss the four parts of a business (i.e., production, finance, marketing, and customer service).  	
23.06	Analyze current entrepreneurial trends in the marketplace. (Online vs Brick and Mortar)	
23.07	Discuss the importance of ethics and social responsibility in business.  	
23.08	Identify the strategies and methods for generating a business plan (e.g., business model canvas, boilerplate, etc.). 	
23.09	Identify the types and sources of international, federal, state, and local government regulations and taxation that may affect a business.  	
23.10	Describe the advantages and risks of entrepreneurship.	
24.0	Identify the uses of technology in marketing.  The student will be able to:	
24.01	Explain the importance and uses of technology within the realm of marketing.  	
24.02	Utilize application software (e.g., word processing, spreadsheets, presentation/media software, etc.) to create career/industry-related materials.  	
24.03	Identify technology appropriate for marketing functions and practices related to a selected marketing career field. 	
24.04	Select and use a variety of technology (e.g., electronic media, information services, desktop-publishing software programs, etc.) to create, revise and verify marketing media.  	

Florida Department of Education
Student Performance Standards

Course Title: 	E-Commerce Marketing
Course Number: 	8827210
Course Credit:	1

Course Description:

This course is designed to provide students with a general knowledge of the use of internet technology as a marketing tool, includes the development of a website and supporting marketing activities, and the management of an electronic media marketing campaign.

CTE Standards and Benchmarks	
25.0	Discuss internet technology and electronic media as tools for marketing.  The student will be able to:	
25.01	Define internet technology and industry-related terms (e.g., protocol, ISP, URL, bandwidth, etc.).  	
25.02	Identify services that internet technology provides (e.g., file transfer protocol, news lists, e-mail, etc.).	
25.03	Identify the advantages and disadvantages of marketing using internet technology (e.g., cost, accessibility, etc.).  	
25.04	Identify the differences between unsolicited commercial messages and opt-in e-mail.  	
25.05	Discuss the political, ethical, and legal issues of using internet technology.   	
25.06	Define and discuss netiquette. 	
25.07	Discuss the history of internet technology and emerging trends.  	
25.08	Discuss security issues (e.g., firewalls, hacking, viruses, e-Commerce, etc.).  	
25.09	Discuss the social impact of internet technology (e.g., commerce, relationships, gathering personal research, validity of data, etc.).  	
25.10	Discuss the demographics of internet technology users.  	
25.11	Discuss and utilize search engines.	
25.12	Discuss the criteria for selecting an Internet Service Provider (ISP) based on bandwidth, host capabilities, and other aspects.	
25.13	Identify the process and issues of securing a domain name, copyright, and registered trademark.	
25.14	Explain the uses of mobile devices in e-Commerce such as hand-held computers, mobile phones and laptops.	
25.15	Explain the use of mobile devices, smart televisions, and database management in e-Commerce.	
25.16	Compare and contrast Internet technology law with traditional business law.	
26.0	Conduct a business marketing plan.  The student will be able to:	
26.01	Assess current e-Commerce product marketing efforts.  	
26.02	Develop a product business plan (e.g., sales revenue projection, expenses, cash flow, profit, etc.). 	
26.03	Identify products best suited for internet technology marketing.	
26.04	Identify the target market for a selected product.	
26.05	Determine the optimal message delivery method.	
26.06	Conduct a cost analysis.	
26.07	Select the best internet technology marketing method(s).	
26.08	Conduct a formal presentation of a market analysis and recommended solutions (e.g., to supervisor, to client, etc.).	
27.0	Build a website designed with marketing objectives in mind.  The student will be able to:	
27.01	Research and analyze existing E-commerce platforms. 	
27.02	Develop and test market a storyboard for the message; interpret test market results and make design modifications.	
27.03	Design text and corresponding multimedia elements required for a storyboard (e.g., graphics, audiovisual, etc.).	
27.04	Create website content.	
27.05	Test the website for effectiveness (e.g., loading, graphics, view from different browsers, link integrity, etc.).	
27.06	Establish security measures (e.g., firewalls, backups, virus protection, etc.).	
27.07	Analyze e-Commerce solutions for back-end management.	
27.08	Discuss the changing hardware and software environment as it applies to e-Commerce marketing.  	
28.0	Identify and carry out tasks that assist and enhance the overall marketing efforts of a business or organization.  The student will be able to:	
28.01	Identify the role of websites in the marketing mix (e.g., marketing department, human resources, public relations, customer service and support, database references, file transfer protocol, sales, newsletters, etc.).  	
28.02	Develop a potential customer database (e.g., demographics, purchase preferences, address, e-mail, etc.).	
28.03	Define push technology and identify products or services appropriate for push technology advertising.  	
28.04	Subscribe to outside groups to enhance your presence.	
28.05	Identify sites for a linking strategy and determine associated costs.	
28.06	Identify steps for establishing e-Commerce (e.g., securing credit card services, implementing security, databases, setting up shopping cart software, electronic malls, etc.).	
28.07	Identify processes to improve visibility in search engines.	
28.08	Establish means to identify a customer base and marketing profile (e.g., surveys, hit counters, on-site registration, log-in data analysis, etc.).	
29.0	Manage an e-Commerce marketing campaign.  The student will be able to:	
29.01	Determine methods for promoting a universal resource locator (URL).	
29.02	Determine appropriate search engines for listing a URL (e.g., industry-specific, newsgroup-related, general, etc.).	
29.03	Determine methods to register with multiple search engines.	
29.04	Discuss strategies for improving visibility in search engines (e.g., meta tags, titling, keyword repetition, page indexing, etc.).	
29.05	Establish and manage links with other sites, including reciprocal links.	
29.06	Discuss the viability of banner advertising.  	
29.07	Determine methods to generate hit analysis data.	
29.08	Calculate and analyze site effectiveness (e.g., statistical hits, click-throughs, etc.).	
29.09	Compose updates based on analysis results (e.g., streamline graphics, add meta tags, etc.).	
29.10	Publicize e-Commerce marketing through non-internet technology means (e.g., mail, press releases, letters, TV, networking, etc.).	
29.11	Express the importance of establishing customer service guidelines (e.g., communication skills, tech support, follow-through, seeking prospects, availability of chat rooms, etc.).  	
29.12	Discuss the search engine interface, the purpose of robots, and the types of robots.	
29.13	Discuss search engine page results and relevance of page rankings using keywords, key phrases, and meta tags.	
29.14	Understand the concept of meta tags and the importance of meta tags in the marketing of a website.	
29.15	Discuss the importance of a sitemap and how it relates to search engine marketing.	
30.0	Apply entrepreneurial concepts to e-Commerce marketing.  The student will be able to:	
30.01	Describe the importance of entrepreneurship to related industries.  	
30.02	Discuss the impact of Internet technology entrepreneurs.	
30.03	List the advantages and disadvantages of ownership of an Internet technology business.  	
30.04	Identify risks involved in ownership of an internet technology-related business.	
30.05	Develop a business plan to establish an internet technology-related business or develop a creative marketing research project.	
31.0	Analyze global trends in the e-Commerce marketing industry.  The student will be able to:	
31.01	Identify global marketing trends in e-Commerce.	
31.02	Analyze the impact of Internet technology marketing on traditional marketing methods.  	
31.03	Analyze multicultural influences on global internet technology marketing trends. 	
31.04	Discuss the risks of marketing across international borders (e.g., legal, distribution issues, etc.).  	
31.05	Discuss the impact of Electronic Data Interchange (EDI) on e-Commerce.  	
31.06	Discuss the impact of e-Commerce and social networking on the business world and job market (e.g., automatic sourcing, EDI, etc.).  	
31.07	Explain the impact of the shift of the purchasing function from the supplier to the purchaser.  	
32.0	Develop and apply a career plan for a role in e-Commerce marketing.  The student will be able to:	
32.01	Develop a plan for pursuing a specific career in internet technology marketing; include training and educational requirements, skills and abilities, and steps for reaching career goals in the chosen career.	
32.02	Demonstrate proficiency in software and hardware related to the student’s selected marketing career plan.	
32.03	Develop forms of documentation (including electronic résumés) for inclusion in a marketing career portfolio.	

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.

Florida Standards for English Language Development (ELD)

English language learners communicate for social and instructional purposes within the school setting. ELD.K12.ELL.SI.1 

English Language Development (ELD) Standards Special Notes:
Teachers are required to provide listening, speaking, reading and writing instruction that allows English language learners (ELL) to communicate for social and instructional purposes within the school setting.   For the given level of English language proficiency and with visual, graphic, or interactive support, students will interact with grade level words, expressions, sentences and discourse to process or produce language necessary for academic success. The ELD standard should specify a relevant content area concept or topic of study chosen by curriculum developers and teachers which maximizes an ELL’s need for communication and social skills. For additional information on the development and implementation of the ELD standards, please contact the Bureau of Student Achievement through Language Acquisition at sala@fldoe.org.

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.

Cooperative Training – OJT

On-the-job training is appropriate but not required for this program.  Whenever offered, the rules, guidelines, and requirements specified in the OJT framework apply. 

Accommodations

Federal and state legislation requires the provision of accommodations for students with disabilities as identified on the secondary student’s Individual Educational Plan (IEP) or 504 plan or postsecondary student’s accommodations’ plan to meet individual needs and ensure equal access. 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.

In addition to accommodations, some secondary students with disabilities (students with an IEP served in Exceptional Student Education (ESE)) will need modifications to meet their needs.  Modifications change the outcomes or what the student is expected to learn, e.g. modifying the curriculum of a secondary career and technical education course.  Note: postsecondary curriculum and regulated secondary programs cannot be modified.

Some secondary students with disabilities (ESE) may need additional time (i.e., longer than the regular school year), to master the student performance standards associated with a regular course or a modified course.  If needed, a student may enroll in the same career and technical course more than once.  Documentation should be included in the IEP that clearly indicates that it is anticipated that the student may need an additional year to complete a Career and Technical Education (CTE) course.  The student should work on different competencies and new applications of competencies each year toward completion of the CTE course.  After achieving the competencies identified for the year, the student earns credit for the course.  It is important to ensure that credits earned by students are reported accurately.  The district’s information system must be designed to accept multiple credits for the same course number for eligible students with disabilities.