Overview and Test Objectives
Field 036: Marketing Education
|Format||Computer-based test (CBT)|
|Number of Questions||100 multiple-choice questions|
|Time||2 hours 30 minutes*|
*Does not include 15-minute CBT tutorial
|Subarea||Range of Objectives||Approximate Percentage of Questions on Test|
|III||Technology, Ethics, and Career Development||015–018||20%|
Subarea I—MARKETING FOUNDATIONS
Objective 001—Understand fundamental concepts, goals, and strategies of marketing.
- understanding basic concepts in marketing (e.g., marketing concept, market segmentation, target markets)
- identifying the role of marketing
- analyzing the impact of marketing on individuals, businesses, and society
- identifying strategies that influence buying motives
- identifying strategies for determining client needs and wants
- planning communication to influence purchase decisions and enhance future business opportunities
- understanding short- and long-term planning for marketing
Objective 002—Understand basic elements of effective communication in marketing.
- identifying elements of effective verbal and nonverbal communication
- identifying concepts, strategies, and systems, including technology, needed for interacting effectively with others
- identifying strategies (e.g., outlines, summaries, using reference materials) for preparing written and oral presentations that include general and technical information
- understanding the use of marketing reference sources (e.g., the U.S. Census, trade publications)
- demonstrating an understanding of communication strategies necessary for effective global marketing
Objective 003—Analyze the purpose and style of marketing communications.
- analyzing factors involved in determining the appropriate style and format for marketing communications
- identifying the purpose of various marketing communications
- analyzing the unity, coherence, clarity, emphasis, and effectiveness of marketing communications in business
Objective 004—Understand and apply economic concepts to marketing.
- applying economic concepts (e.g., supply and demand, pricing, business cycle, productivity) to analyze various business and marketing situations
- understanding fundamental features of economic systems (e.g., role of competition, consumer choice)
- recognizing the effects of macroeconomic factors (e.g., unemployment rates, inflation) on business and marketing
Objective 005—Understand business organization and management.
- applying fundamental management skills and procedures related to marketing functions
- understanding planning processes and how to develop a marketing plan
- identifying functions of marketing management (e.g., goal setting, planning, controlling, problem solving, decision making, motivating)
- recognizing different levels of management
- identifying factors involved in setting company policies
- identifying entrepreneurial concepts that affect business and marketing decision making
- understanding the characteristics and purposes of a marketing information system
Objective 006—Understand human resource management, labor relations, and the role of group and interpersonal behavior in marketing management.
- analyzing issues related to recruiting, hiring, training, supervising, promoting, and terminating personnel
- applying human resource principles, systems, and approaches to management
- recognizing the impact of diversity in the workplace
- understanding the role of labor relations in the workplace
- applying social theory (e.g., group dynamics, work groups, roles within teams, conflict resolution methods) to analyze workplace situations
Objective 007—Understand and apply principles, concepts, and techniques related to global business and marketing.
- applying basic economic concepts to global business and marketing (e.g., specialization, comparative advantage, opportunity cost, impact of exports and imports)
- identifying issues and risks involved in entering global markets
- understanding global business ventures
- analyzing how economic conditions influence global, national, and local markets
- identifying the role of global and U.S. trade agencies and organizations
Subarea II—MARKETING FUNCTIONS
Objective 008—Understand the role of price and the use of pricing strategies.
- identifying factors that influence price (e.g., cost, quality, competition)
- identifying pricing policies and techniques (e.g., promotional, psychological) and situations in which each is applicable
- identifying concepts and strategies used to maximize return and meet customers’ perceptions of value
- using break-even analyses to determine price
- applying the concept of price elasticity
- analyzing how economies of scale attained through mass production affect pricing strategy
- calculating problems involving markups and markdowns
Objective 009—Understand product service planning.
- understanding how products and services are planned, developed, and marketed
- identifying the steps of the product life cycle
- identifying the functions of packaging and labeling (e.g., protection, promotion)
- identifying products in industrial/business (e.g., installations, supplies) or consumer (e.g., convenience, shopping) categories
- understanding the advantages and disadvantages of product line extensions
- understanding the concept of extended product/service features (e.g., warranties, technical support, service contracts)
Objective 010—Understand distribution processes and methods for developing distribution plans.
- understanding the concepts and processes needed to move, store, locate, and/or transfer ownership of goods and services
- identifying the various channels of distribution and their importance to the marketing process
- understanding the role of intermediaries in the distribution channel (e.g., retailer, wholesaler, broker, agent)
- identifying the major functions of a physical distribution system (e.g., buying, selling)
- understanding the importance of inventory control in the marketing process
- developing a distribution plan for a given product or service
- calculating problems associated with inventory control (e.g., average inventory, stock turnover)
Objective 011—Understand promotional concepts and strategies.
- understanding how to develop, implement, and evaluate promotional plans and campaigns
- identifying the components of a promotional mix (e.g., advertising, selling, public relations, sales promotion) and analyzing factors (e.g., laws, diversity, target markets, consumer characteristics) affecting promotional activities
- describing types of advertising media
- identifying concepts and strategies needed to communicate information about products, services, images, and/or ideas
Objective 012—Understand the selling process.
- understanding and demonstrating steps in the selling process (e.g., opening, sales presentation, handling objections, closing)
- identifying purposes of major federal laws that affect selling
- identifying sellers' and buyers' obligations
Objective 013—Understand the function of financing in marketing.
- understanding the nature and scope of financing
- explaining the use, purpose, and importance of credit
- applying financial concepts to decision making
- understanding risk management principles and techniques
Objective 014—Understand the function of marketing information management.
- identifying the concepts, systems, and tools needed to gather, access, synthesize, evaluate, and disseminate information for use in making business decisions
- describing the role and purpose of marketing research (e.g., relationship to marketing plan, identifying markets) and the steps in conducting marketing research
- using marketing research to analyze demand and forecast sales
- applying quantitative and qualitative methods to marketing functions (e.g., purchasing) and marketing research (e.g., forecasting, profit analysis)
Subarea III—TECHNOLOGY, ETHICS, AND CAREER DEVELOPMENT
Objective 015—Understand the role of ethical and social responsibility in marketing.
- analyzing marketing situations that involve ethical considerations
- recognizing factors (e.g., advertising, government regulations) that influence ethical decisions in business and marketing
- analyzing issues related to social responsibility in the global marketplace
- understanding the social responsibilities of business organizations
- understanding the function of management in making ethical decisions
- demonstrating knowledge of health, safety, societal, and environmental issues in marketing
Objective 016—Understand the basic principles and application of technology in marketing.
- recognizing the importance of technology in marketing
- recognizing advantages and disadvantages of given technology in marketing-related situations
- understanding the purposes, uses, and impact of technology in marketing functions (e.g., distribution, promotion, management information systems)
- understanding the use of software applications (e.g., spreadsheet, database, desktop publishing) in marketing
- demonstrating an understanding of e-commerce
- analyzing safety and security issues related to the use of technology in marketing
Objective 017—Understand how to promote student development and assist students in career planning.
- identifying the concepts, strategies, and resources needed for career exploration, development, and growth in marketing
- identifying strategies for matching personal characteristics and needs to marketing careers (e.g., assessing personal strengths and weaknesses, career exploration and development)
- identifying types and characteristics of marketing careers
- understanding goals and purposes of work-based learning programs (e.g., mentoring, cooperative education, job shadowing)
- understanding purposes, characteristics, functions, and organizational structure of student leadership organizations (e.g., DECA)
Objective 018—Understand the procedures and techniques necessary to select, prepare for, obtain, and maintain a career in marketing.
- applying procedures for seeking employment (e.g., constructing a résumé, writing letters of application, demonstrating appropriate interviewing skills)
- understanding employers' expectations, appropriate work habits (e.g., punctuality, ethical behavior), and personal characteristics necessary for a career in marketing
- describing methods for building and maintaining a career (e.g., portfolios, certificates)
- identifying employee rights and responsibilities