Florida Department of Education
Curriculum Framework 

Program Title:	Digital Marketing Strategy
Career Cluster:	Marketing, Sales & Service

CCC	
CIP Number	0252140400	
Program Type	College Credit Certificate (CCC)	
Program Length	18 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. 

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 18 credit hours.  

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	Utilize effective selling techniques and procedures for the marketing of products and services.
03.0	Plan sales promotion techniques and procedures for the marketing of products and services.
04.0	Demonstrate knowledge and application of product and service technology.
05.0	Build a marketing plan and strategy.
06.0	Identify and manage potential ethical and legal issues.
07.0	Promote the business.
08.0	Manage sales.
09.0	Identify the uses of technology in marketing.
10.0	Understand how to design a marketing-oriented website.
11.0	Identify and implement marketing support activities.
12.0	Manage a digital marketing campaign.
13.0	Demonstrate knowledge of the principles of promotion.
14.0	Demonstrate knowledge of advertising.
15.0	Demonstrate knowledge of public relations.
16.0	Demonstrate knowledge of personal selling.
17.0	Utilize digital tools, social networks and a variety of media to create awareness and promote products and services to consumers and businesses.
18.0	Determine the global and multicultural aspects of marketing.
19.0	Demonstrate knowledge of business-to-business marketing.

Florida Department of Education
Student Performance Standards

Program Title:	Digital Marketing Strategy
CIP Number:		0252140400
Program Length:	18 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:	
01.01	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	Utilize effective selling techniques and procedures for the marketing of products and services.  The student will be able to:	
02.01	Explain the difference between personal and non-personal selling.	
02.02	Consider the ethical and legal aspects of personal selling.	
02.03	Conduct a case study analysis.	
02.04	Demonstrate the steps of a sale.	
02.05	Recognize consumer-buying motives.	
02.06	Identify the types of consumer behavior.	
02.07	Identify various types of customer approaches (e.g., greeting, merchandise, service, etc.).	
02.08	Identify techniques for handling different customer types (e.g., the casual looker, the loyal customer, the discount customer, the undecided customer, etc.).	
03.0	Plan sales promotion techniques and procedures for the marketing of products and services.  The student will be able to:	
03.01	List the purposes of advertising, displays, and public relations.	
03.02	Explain the importance of sales promotion.	
03.03	Identify various forms of advertising media channels, including social media.	
03.04	Demonstrate an understanding of design principles and elements.	
03.05	Identify the parts of an advertisement.	
03.06	Develop and explain the promotional mix.	
03.07	Understand the various types of merchandising concepts, including the sales funnel, and identify the promotional tactics for each phase.	
03.08	Prepare an ad layout.	
03.09	Evaluate the effectiveness of an ad.	
03.10	Apply design principles to analyze and/or create a display.	
03.11	Prepare a promotional plan.	
04.0	Demonstrate knowledge and application of product and service technology.  The student will be able to:	
04.01	Understand the importance of product and service technology.	
04.02	Utilize available sources to obtain product knowledge.	
05.0	Build a marketing plan and strategy.  The student will be able to:	
05.01	Demonstrate an understanding of the role of sales in a business and the tools and options to maximize the impact of personal selling. 	
05.02	Understand the role of sales, the pervasive nature of selling activity in a small business, and the steps that comprise the sales process.	
05.03	Demonstrate the importance of maintaining and enhancing the customer relationship post-sale. 	
05.04	Develop and modify the marketing mix for a business.	
05.05	Use decision-making tools that aid in evaluating marketing activities.	
05.06	Evaluate marketing operations to improve decision-making pertaining to marketing strategy.	
05.07	Identify target markets.	
06.0	Identify and manage potential ethical and legal issues.  The student will be able to:	
06.01	Identify the ethical and legal issues related to marketing.	
06.02	Determine the needs for the protection of ideas and inventions.	
07.0	Promote the business.  The student will be able to:	
07.01	Create a promotional plan.	
07.02	Describe the techniques used to prepare advertising and promotion.	
07.03	Analyze competitive promotional activities.	
07.04	Evaluate promotional effectiveness.	
08.0	Manage sales.  The student will be able to:	
08.01	Develop a sales plan for the business.	
08.02	Develop policies and procedures for serving customers.	
09.0	Identify the uses of technology in marketing.  The student will be able to:	
09.01	Understand the importance of the Internet and application software for marketing purposes.  	
09.02	Utilize software to create career/industry-related documents.  	
09.03	Understand the importance of spreadsheet software to enhance marketing decision-making skills.	
09.04	Utilize integrated software applications, including dashboard and visualization programs, to generate marketing reports, provide insights and solve marketing problems.  	
09.05	Select and use a variety of resources, information services, other applications, etc., to create, revise, and verify marketing information.  	
10.0	Understand how to design a marketing-oriented website.  The student will be able to: 	
10.01	Develop and test-market a storyboard for the message.	
10.02	Design text and corresponding multimedia elements required by a storyboard.	
10.03	Understand how to create engaging website content.	
10.04	Analyze and understand various digital solutions [e.g., shopping cart, order entry systems, smart cards, secure credit card services, establishing Customer Relationship Management (CRM), implementing security, etc.], what the best options might be and the steps to implement them.	
11.0	Identify and implement marketing support activities.  The student will be able to:	
11.01	Identify the role of websites in the marketing mix. 	
11.02	Develop a potential customer database.	
11.03	Identify products or services appropriate for push technology advertising.  	
11.04	Create a linking strategy, identify sites to include in the strategy, and determine associated costs.	
11.05	Identify processes to improve SEO (search engine optimization).	
11.06	Establish the means to identify the customer base and marketing profile.	
12.0	Manage a digital marketing campaign.  The student will be able to:	
12.01	Research and utilize the best platforms for digital marketing the particular product and/or service.	
12.02	Determine methods for promoting a universal resource locator (URL).	
12.03	Determine appropriate search engines for listing a URL.	
12.04	Determine methods to register with a selected search engine. 	
12.05	Discuss software tools and strategies for improving visibility in search engines.	
12.06	Establish and maintain links with other sites and social media platforms.	
12.07	Discuss viability of banner advertising.  	
12.08	Determine software tools and methods to generate hit analysis data.	
12.09	Calculate and analyze site effectiveness.	
12.10	Compose updates based on analysis results.	
12.11	Publicize digital marketing through traditional (non-Internet) means.	
12.12	Understand organic and non-organic searches and SEO.	
12.13	Express the importance of establishing customer service guidelines.	
12.14	Discuss keywords versus key phrases and the benefits of each type.	
12.15	Understand the concept of meta tags and why they are important to the marketing of a website.	
12.16	Establish methods to incorporate target market keywords into meta tags.	
12.17	Understand and utilize various social media platforms to market a business.	
13.0	Demonstrate knowledge of the principles of promotion.  The student will be able to:	
13.01	Define promotion. 	
13.02	State the purposes of promotion.	
13.03	Explain the importance of promotion in a free enterprise system.	
13.04	Explain the role of promotion in marketing.	
13.05	List and define the elements of the promotional mix.	
13.06	List factors that can affect the promotional mix.	
13.07	List the purposes of sales promotion.	
13.08	Discuss the limitations of sales promotion.	
14.0	Demonstrate knowledge of advertising.  The student will be able to:	
14.01	Explain the role of advertising in the promotional mix.	
14.02	Describe how advertising creates demand.	
14.03	Discuss the importance of identifying the "market”.	
14.04	Recall the market classifications of advertising.	
14.05	Identify the parts of a written advertisement.	
14.06	Prepare a written ad layout.	
14.07	Identify various forms of advertising media.	
14.08	Evaluate and select the proper channels for the advertising message.	
14.09	Evaluate marketing operations to improve decision-making pertaining to marketing and sales strategy. (Optional)	
15.0	Demonstrate knowledge of public relations.  The student will be able to:	
15.01	Define public relations.	
15.02	List the objective of public relations.	
15.03	Identify the groups that a public relations campaign is designed to reach.	
16.0	Demonstrate knowledge of personal selling.  The student will be able to:	
16.01	State the importance of personal selling skills as a retail function.	
16.02	Define and state the essentials of a sales presentation.	
16.03	Identify the steps of the selling process.	
16.04	List and explain the various approach categories.	
16.05	Explain how listening, questioning, and observation skills can help the salesperson determine wants and needs.	
16.06	Explain the importance of the demonstration.	
16.07	Analyze the major types of customer objections; identify the techniques to overcome each type of objection.	
16.08	Identify the natural process involved in closing a sale.	
16.09	Explain various techniques for closing a sale.	
16.10	Define and explain suggestive selling.	
16.11	Demonstrate an understanding of the role of sales in a small business and the tools and options to maximize the impact of personal selling.	
17.0	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:	
17.01	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.	
17.02	Demonstrate knowledge of how to plan and develop digital promotional strategies and tactics.	
17.03	Demonstrate knowledge of marketing processes that leverage the Internet.	
17.04	Demonstrate knowledge of the website development process (e.g., the design, needs determination, purpose statement).	
17.05	Demonstrate knowledge of the importance of CRM.	
17.06	Demonstrate the knowledge required to integrate digital marketing with face-to-face marketing.	
18.0	Determine the global and multicultural aspects of marketing.  The student will be able to:	
18.01	Demonstrate an understanding of global cultures and the impact of culture on marketing strategies.	
18.02	Demonstrate knowledge of multicultural marketing.	
18.03	Analyze the impact of multicultural marketing.	
19.0	Demonstrate knowledge of business-to-business marketing.  The student will be able to:	
19.01	Investigate the activities involved in selling goods and services to a business.	
19.02	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.