Difference Between Advertising and Integrated Marketing Communication Plan

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					  Integrated
  Marketing
Communications
   Pathway
               Integrated Marketing Communications Pathway


Unit 34:       Business Law

       BIL:            Recommended

                        10          12         AD
           EDU:
                                                I

Competency 34.1:       Acquire information about business laws and regulations to show
                       command of their nature and scope in marketing communications.
Descriptors:
34.1.1         Explain the nature of contract exclusivity.
34.1.2         Describe methods used to protect intellectual property.
Unit 35:       Communication Skills

       BIL:             Essential

                         10          12         AD
           EDU:
                                      I          P

Competency 35.1:    Apply verbal skills to obtain and convey information.
Descriptors:
35.1.1       Make client presentations (including strategies and research findings).

Correlated English Language Arts Academic Content Benchmarks

      Demonstrate an understanding of effective speaking strategies by selecting appropriate
       language and adjusting presentation techniques. (Communication: Oral and Visual D, 8-
       10)
      Give informational presentations that present ideas in a logical sequence, include
       relevant facts and details from multiple sources and use a consistent organizational
       structure. (Communication: Oral and Visual E, 8-10)
       Give presentations using a variety of delivery methods, visual displays and technology.
       (Communication: Oral and Visual G, 8-10; Communication: Oral and Visual F, 11-12)

Correlated Mathematics Academic Content Benchmarks

      Communicate mathematical ideas orally and in writing with a clear purpose and
       appropriate for a specific audience. (Mathematical Processes I, 11-12)

       BIL:             Essential

                         10          12         AD
           EDU:
                                      I          P

Competency 35.2:        Write marketing communications documents effectively to convey
                        information.
Descriptors:
35.2.1          Discuss the difference between internal and external client communications
35.2.2          Explain the nature of marketing-related communications (e.g., contact reports,
                management reports, sales letters, white papers, new business pitches).

Correlated English Language Arts Academic Content Benchmarks

      Evaluate how features and characteristics make information accessible and usable and
       how structures help authors achieve their purposes. (Reading Applications:
       Informational, Technical and Persuasive Text A, 8-10)
      Produce functional documents that report, organize and convey information and ideas
       accurately, foresee readers’ problems or misunderstandings and that include formatting
       techniques that are user friendly. (Writing Applications C, 11-12)
Correlated Mathematics Academic Content Benchmarks

      Communicate mathematical ideas orally and in writing with a clear purpose and
       appropriate for a specific audience. (Mathematical Processes I, 11-12)

       BIL:            Essential

                         10         12         AD
          EDU:
                                     I          P

Competency 35.3:       Communicate with staff to clarify marketing communications
                       objectives.
Descriptors:
35.3.1         Participate in problem solving groups.
35.3.2         Conduct creative briefing.
35.3.3         Conduct planning meetings.

Correlated English Language Arts Academic Content Benchmarks

      Use a variety of strategies to enhance listening comprehension. (Communication: Oral
       and Visual A, 8-10; Communication: Oral and Visual A, 11-12)
      Select and use effective speaking strategies for a variety of audiences, situations and
       purposes. (Communication: Oral and Visual C, 11-12)
Unit 36:       Emotional Intelligence

       BIL:             Essential

                         10          12        AD
           EDU:
                          I          P          R

Competency 36.1:     Use communication skills to foster interactions with clients.
Descriptors:
36.1.1       Apply ethics to online communications.
36.1.2       Gain a commitment from the client.
36.1.3       Obtain buy-in to strategic thinking.

       BIL:             Essential

                         10          12        AD
           EDU:
                                      I         P

Competency 36.2:        Manage stressful situations to minimize negative workplace
                        situations.
Descriptors:
36.2.1          Manage crises in client relationships.
36.2.2          Maintain composure when receiving or delivering bad news.
36.2.3          Resolve problems with workflow.

Correlated English Language Arts Academic Content Benchmarks

      Use a variety of strategies to enhance listening comprehension. (Communication: Oral
       and Visual A, 8-10; Communication: Oral and Visual A, 11-12)
      Select and use effective speaking strategies for a variety of audiences, situations and
       purposes. (Communication: Oral and Visual C, 11-12)

       BIL:             Essential

                         10          12        AD
           EDU:
                                      I         P

Competency 36.3:        Manage internal and external business relationships to foster
                        positive interactions in marketing communications.
Descriptors:
36.3.1          Foster client-agency relationship.
36.3.2          Build rapport with suppliers.
36.3.3          Explain personality types.
36.3.4          Describe how personality types respond to various situations.
Correlated English Language Arts Academic Content Benchmarks

      Use a variety of strategies to enhance listening comprehension. (Communication: Oral
       and Visual A, 8-10; Communication: Oral and Visual A, 11-12)
      Select and use effective speaking strategies for a variety of audiences, situations and
       purposes. (Communication: Oral and Visual C, 11-12)
Unit 37:      Financial Analysis

       BIL:            Recommended

                        10         12         AD
           EDU:
                         I          I          R

Competency 37.1:     Verify bills to ensure their accuracy.
Descriptors:
37.1.1       Identify types of bills that need to be accounted for in marketing
             communications.
37.1.2       Explain the importance of bill verification in marketing communications.
37.1.3       Check the accuracy of bills.

Correlated English Language Arts Academic Content Benchmarks

      Evaluate how features and characteristics make information accessible and usable and
       how structures help authors achieve their purposes. (Reading Applications:
       Informational, Technical and Persuasive Text A, 8-10)

Correlated Mathematics Academic Content Benchmarks

      Estimate, compute and solve problems involving real numbers, including ratio,
       proportion and percent, and explain solutions. (Number, Number Sense and Operations
       G, 8-10)
      Write and solve real-world, multi-step problems involving money, elapsed time and
       temperature, and verify reasonableness of solutions. (Measurement F, 8-10)

       BIL:            Recommended

                        10         12         AD
           EDU:
                                    I          P

Competency 37.2:     Estimate project costs to facilitate budgeting.
Descriptors:
37.2.1       Identify the cost components of a project.
37.2.2       Determine sources of project components.
37.2.3       Obtain quotes on projects.

Correlated Mathematics Academic Content Benchmarks

      Estimate, compute and solve problems involving real numbers, including ratio,
       proportion and percent, and explain solutions. (Number, Number Sense and Operations
       G, 8-10)
      Write and solve real-world, multi-step problems involving money, elapsed time and
       temperature, and verify reasonableness of solutions. (Measurement F, 8-10)
      Create and analyze tabular and graphical displays of data using appropriate tools,
       including spreadsheets and graphing calculators. (Data Analysis and Probability A, 11-
       12)
      Locate and interpret mathematical information accurately, and communicate ideas,
       processes and solutions in a complete and easily understood manner. (Mathematical
       Processes H, 8-10)


       BIL:           Recommended

                        10         12         AD
          EDU:
                                    I          P

Competency 37.3:     Set and monitor a budget for marketing communications.
Descriptors:
37.3.1       Explain the budgeting process.
37.3.2       Estimate expenses.
37.3.3       Track budget expenditures.
37.3.4       Monitor the production of marketing communications materials.

Correlated Mathematics Academic Content Benchmarks

      Estimate, compute and solve problems involving real numbers, including ratio,
       proportion and percent, and explain solutions. (Number, Number Sense and Operations
       G, 8-10)
      Write and solve real-world, multi-step problems involving money, elapsed time and
       temperature, and verify reasonableness of solutions. (Measurement F, 8-10)
      Create and analyze tabular and graphical displays of data using appropriate tools,
       including spreadsheets and graphing calculators. (Data Analysis and Probability A, 11-
       12)
      Locate and interpret mathematical information accurately, and communicate ideas,
       processes and solutions in a complete and easily understood manner. (Mathematical
       Processes H, 8-10)
Unit 38:        Human Resources Management

         BIL:            Essential

                           10         12         AD
            EDU:
                            I         P           R

Competency 38.1:         Implement organizational skills to facilitate work efforts in
                         marketing communications.
Descriptors:
38.1.1           Act as a liaison (e.g., between agency and others, between creative department
                 and agency).
38.1.2           Coordinate the work of cross-functional teams.

Correlated English Language Arts Academic Content Benchmarks

        Use a variety of strategies to enhance listening comprehension. (Communication: Oral
         and Visual A, 8-10; Communication: Oral and Visual A, 11-12)
        Select and use effective speaking strategies for a variety of audiences, situations and
         purposes. (Communication: Oral and Visual C, 11-12)

         BIL:            Essential

                           10         12         AD
            EDU:
                            I         P           R

Competency 38.2:         Lead marketing communications staff growth and development to
                         increase productivity and employee satisfaction.
Descriptors:
38.2.1           Motivate members of a marketing communications team.
38.2.2           Promote innovation.

Correlated English Language Arts Academic Content Benchmarks

        Demonstrate an understanding of effective speaking strategies by selecting appropriate
         language and adjusting presentation techniques. (Communication: Oral and Visual D, 8-
         10)
        Give persuasive presentations that structure ideas and arguments in a logical fashion,
         clarify and defend positions with relevant evidence and anticipate and address the
         audience’s concerns. (Communication: Oral and Visual D, 11-12)
        Give presentations using a variety of delivery methods, visual displays and technology.
         (Communication: Oral and Visual G, 8-10; Communication: Oral and Visual F, 11-12)
Unit 39:        Information Management

       BIL:             Essential

                          10         12        AD
           EDU:
                           I         P          R

Competency 39.1:        Explain the capabilities of technological tools used in marketing
                        communications.
Descriptors:
39.1.1         Explain ways that technology impacts marketing communications.
39.1.2         Compare and contrast the capabilities of SMS with MMS.
39.1.3         Discuss uses of RSS in marketing communications.
39.1.4         Discuss considerations in using mobile technology for marketing communications.
39.1.5         Explain the capabilities of tools used in Web-site creation.

Correlated English Language Arts Academic Content Benchmarks

      Use multiple resources to enhance comprehension of vocabulary. (Acquisition of
       Vocabulary F, 8-10; Acquisition of Vocabulary E, 11-12)

       BIL:             Recommended

                          10         12        AD
           EDU:
                                     P          R

Competency 39.2:        Utilize information technology tools to perform marketing
                        communications responsibilities.
Descriptors:
39.2.1       Demonstrate effective use of audio-visual aids in marketing communications.
39.2.2       Demonstrate basic desktop publishing functions for preparing promotional
               materials.
39.2.3       Integrate software applications to prepare professional looking materials.
39.2.4       Explain how to effectively incorporate video into multimedia.

Correlated English Language Arts Academic Content Benchmarks

      Prepare writing for publication that follows an appropriate format and uses a variety of
       techniques to enhance the final product. (Writing Processes F, 11-12)
      Give presentations using a variety of delivery methods, visual displays and technology.
       (Communication: Oral and Visual G, 8-10; Communication: Oral and Visual F, 11-12)
       BIL:            Essential

                        10          12        AD
          EDU:
                         I          P          R

Competency 39.3:       Use databases to facilitate marketing communications activities.
Descriptors:
39.3.1       Describe considerations in using databases in marketing communications.
39.3.2       Maintain a database of competitor information.
39.3.3       Maintain a database of customer information.
39.3.4       Mine databases for information useful in marketing communications.

Correlated English Language Arts Academic Content Benchmarks

      Use appropriate self-monitoring strategies for comprehension. (Reading Process C, 8-10;
       Reading Process C, 11-12)

Correlated Mathematics Academic Content Benchmarks

      Create and analyze tabular and graphical displays of data using appropriate tools,
       including spreadsheets and graphing calculators. (Data Analysis and Probability A, 11-
       12)
      Use descriptive statistics to analyze and summarize data, including measures of center,
       dispersion, correlation and variability. (Data Analysis and Probability B, 11-12)
      Connect statistical techniques to applications in workplace and consumer situations.
       (Data Analysis and Probability D, 11-12)
Unit 40:        Marketing

         BIL:          Essential

                         10         12        AD
           EDU:
                          I         P          R

Competency 40.1:       Discuss the relationship between marketing and marketing
                       communications to demonstrate knowledge of the functions.
Descriptors:
40.1.1       Differentiate between service marketing and product marketing.
40.1.2       Explain the role of marketing communications in marketing.

Correlated English Language Arts Academic Content Benchmarks

         Use multiple resources to enhance comprehension of vocabulary. (Acquisition of
          Vocabulary F, 8-10; Acquisition of Vocabulary E, 11-12)
Unit 41:        Operations

        BIL:            Essential

                          10         12         AD
           EDU:
                                      I          P

Competency 41.1:        Discuss security issues with technology to protect customer
                        information and corporate image.
Descriptors:
41.1.1         Explain security considerations in the marketing communications industry.
41.1.2         Explain data security.
41.1.3         Identify strategies for protecting a business’ Web site.
41.1.4         Identify strategies for protecting online customer transactions.

        BIL:            Recommended

                          10         12         AD
           EDU:
                                      I          P

Competency 41.2:       Monitor production of marketing communications materials.
Descriptors:
41.2.1       Explain the need for monitoring the production of marketing communications
               materials.
41.2.2       Discuss techniques used to monitor the production of marketing communications
               materials.
41.2.3       Implement procedures for monitoring the production of marketing communications
               materials.

        BIL:            Essential

                          10         12         AD
           EDU:
                                      I          P

Competency 41.3:       Implement expense-control strategies to manage a client’s budget.
Descriptors:
41.3.1       Discuss reasons for managing a client’s budget.
41.3.2       Identify expense control techniques that can be used to manage a client’s budget.
41.3.3       Describe procedures for managing a client’s budget.
41.3.4       Manage a client’s budget.
Correlated Mathematics Academic Content Benchmarks

      Use algebraic representations, such as tables, graphs, expressions, functions and
       inequalities, to model and solve problem situations. (Patterns, Functions and Algebra D,
       8-10)
      Construct convincing arguments based on analysis of data and interpretation of graphs.
       (Data Analysis and Probability F, 8-10)
      Create and analyze tabular and graphical displays of data using appropriate tools,
       including spreadsheets and graphing calculators. (Data Analysis and Probability A, 11-
       12)

Correlated Social Studies Academic Content Benchmarks

      Explain the use of a budget in making personal economic decisions and planning for the
       future. (Economics E, 11-12)
      Critique data and information to determine adequacy of support for conclusions. (Social
       Studies Skills and Methods B, 11-12)

       BIL:              Essential

                          10          12        AD
          EDU:
                           I          P          R

Competency 41.4:         Implement organizational skills in marketing communications to
                         improve efficiency and workflow.
Descriptors:
41.4.1         Organize thoughts coherently.
41.4.2         Put a schedule together.
41.4.3         Manage a project to that schedule.
41.4.4         Develop an action plan to carry out the assignment.

Correlated English Language Arts Academic Content Benchmarks

      Select and use an appropriate organizational structure to refine and develop ideas for
       writing. (Writing Processes B, 11-12)
      Produce functional documents that report, organize and convey information and ideas
       accurately, foresee readers’ problems or misunderstandings and that include formatting
       techniques that are user friendly. (Writing Applications C, 11-12)
       BIL:            Essential

                         10         12         AD
          EDU:
                          I         P           R

Competency 41.5:       Analyze vendor performance to choose vendors providing the best
                       service and materials.
Descriptors:
41.5.1       Evaluate vendors’ services.
41.5.2       Choose vendors.
41.5.3       Negotiate terms with vendors.

Correlated English Language Arts Academic Content Benchmarks

      Evaluate the usefulness and credibility of data and sources. (Research B, 8-10)
      Use a variety of strategies to enhance listening comprehension. (Communication: Oral
       and Visual A, 8-10; Communication: Oral and Visual A, 11-12)
      Select and use effective speaking strategies for a variety of audiences, situations and
       purposes. (Communication: Oral and Visual C, 11-12)

Correlated Mathematics Academic Content Benchmarks

      Construct convincing arguments based on analysis of data and interpretation of graphs.
       (Data Analysis and Probability F, 8-10)
Unit 42:      Professional Development

       BIL:            Essential

                         10        12         AD
           EDU:
                          I        P           R

Competency 42.1:       Acquire information about the marketing communications industry
                       to aid in making career choices.
Descriptors:
42.1.1       Describe employment opportunities in the marketing communications industry
              (structure, jobs in, structures in different sized agencies or businesses, key
              departments in).
42.1.2       Explain factors affecting the growth and development of the marketing
              communications industry.
42.1.3       Discuss the economic and social effects of marketing communications.
42.1.4       Describe traits important to employees’ success in the marketing communications
              industry.
42.1.5       Analyze marketing communications careers to determine careers of interest.

Correlated English Language Arts Academic Content Benchmarks

      Formulate open-ended research questions suitable for investigation and adjust questions
       as necessary while research is conducted. (Research A, 8-10)
      Formulate open-ended research questions suitable for inquiry and investigation and
       adjust questions as necessary while research is conducted. (Research A, 11-12)
      Compile, organize and evaluate information, take notes and summarize findings.
       (Research B, 11-12)
      Evaluate the usefulness and credibility of data and sources and synthesize information
       from multiple sources. (Research C, 11-12)

Correlated Social Studies Academic Content Benchmarks

      Analyze how the scarcity of productive resources affects supply, demand, inflation and
       economic choices. Economics A, 11-12
      Critique data and information to determine adequacy of support for conclusions. (Social
       Studies Skills and Methods B, 11-12)
       BIL:              Essential

                          10          12         AD
          EDU:
                                       I          P

Competency 42.2:         Utilize career advancement activities to enhance professional
                         development in marketing communications.
Descriptors:
42.2.1         Conduct a self-assessment of marketing communications skill set.
42.2.2         Utilize networking skills in marketing communications.
42.2.3         Identify requirements for professional certifications in marketing communications.
42.2.4         Participate in activities of professional organizations in marketing communications.

Correlated English Language Arts Academic Content Benchmarks

      Demonstrate comprehension of print and electronic text by responding to questions (e.g.,
       literal, inferential, evaluative and synthesizing). (Reading Process B, 8-10; Reading
       Process B, 11-12)
      Compile, organize and evaluate information, take notes and summarize findings.
       (Research B, 11-12)
Unit 43:       Marketing Information Management

       BIL:             Essential

                          10         12         AD
           EDU:
                           I         P           R

Competency 43.1:        Plan marketing research activities to ensure the appropriateness and
                        adequacy of data collection efforts.
Descriptors:
43.1.1         Explain types of primary market research.
43.1.2         Analyze media research tools.
43.1.3         Select appropriate research techniques.
43.1.4         Design a qualitative research study.

Correlated English Language Arts Academic Content Benchmarks

      Formulate open-ended research questions suitable for investigation and adjust questions
       as necessary while research is conducted. (Research A, 8-10)
      Formulate open-ended research questions suitable for inquiry and investigation and
       adjust questions as necessary while research is conducted. (Research A, 11-12)
      Evaluate the usefulness and credibility of data and sources and synthesize information
       from multiple sources. (Research C, 11-12)

Correlated Mathematics Academic Content Benchmarks

      Describe sampling methods and analyze the effects of method chosen on how well the
       resulting sample represents the population. (Data Analysis and Probability G, 8-10)
      Design and perform a statistical experiment, simulation or study; collect and interpret
       data; and use descriptive statistics to communicate and support predictions and
       conclusions. (Data Analysis and Probability C, 11-12)
       BIL:              Recommended

                           10         12         AD
          EDU:
                                       I          P

Competency 43.2:         Collect marketing information to ensure the accuracy and adequacy
                         of data for decision making.
Descriptors:
43.2.1         Gather brand information.
43.2.2         Conduct pre-campaign testing.
43.2.3         Track the performance of a marketing communications campaign.
43.2.4         Track trends (e.g., social, buying, media, advertising agency, etc)
43.2.5         Analyze consumer behavior (e.g., media-consumption, buying).
43.2.6         Conduct an idea-generation session.
43.2.7         Moderate research groups.

Correlated English Language Arts Academic Content Benchmarks

      Organize information from various resources and select appropriate sources to support
       central ideas, concepts and themes. (Research C, 8-10)
      Use a variety of strategies to enhance listening comprehension. (Communication: Oral
       and Visual A, 8-10; Communication: Oral and Visual A, 11-12)
      Select and use effective speaking strategies for a variety of audiences, situations and
       purposes. (Communication: Oral and Visual C, 11-12)

Correlated Mathematics Academic Content Benchmarks

      Create and analyze tabular and graphical displays of data using appropriate tools,
       including spreadsheets and graphing calculators. (Data Analysis and Probability A, 11-
       12)
      Design and perform a statistical experiment, simulation or study; collect and interpret
       data; and use descriptive statistics to communicate and support predictions and
       conclusions. (Data Analysis and Probability C, 11-12)
      Assess the adequacy and reliability of information available to solve a problem.
       (Mathematical Processes C, 11-12)
        BIL:            Recommended

                          10         12         AD
           EDU:
                                     P           R

Competency 43.3:        Process marketing information to test hypotheses and/or to resolve
                        issues.
Descriptors:
43.3.1       Interpret qualitative research findings.

Correlated English Language Arts Academic Content Benchmarks

       Evaluate the usefulness and credibility of data and sources and synthesize information
        from multiple sources. (Research C, 11-12)

Correlated Mathematics Academic Content Benchmarks

       Construct convincing arguments based on analysis of data and interpretation of graphs.
        (Data Analysis and Probability F, 8-10)
       Use descriptive statistics to analyze and summarize data, including measures of center,
        dispersion, correlation and variability. (Data Analysis and Probability B, 11-12)
       Connect statistical techniques to applications in workplace and consumer situations.
        (Data Analysis and Probability D, 11-12)
Unit 44:       Market Planning

       BIL:             Essential

                          10         12         AD
           EDU:
                                     P           R

Competency 44.1:        Employ marketing information to plan marketing communications
                        activities.
Descriptors:
44.1.1         Identify ways of segmenting markets for marketing communications.
44.1.2         Describe the nature of target marketing in marketing communications.
44.1.3         Describe current issues and trends in marketing communications.
44.1.4         Develop a customer/client profile.
44.1.5         Control a marketing budget.
44.1.6         Evaluate market opportunities.

Correlated English Language Arts Academic Content Benchmarks

      Compile, organize and evaluate information, take notes and summarize findings.
       (Research B, 11-12)

Correlated Mathematics Academic Content Benchmarks

      Use algebraic representations, such as tables, graphs, expressions, functions and
       inequalities, to model and solve problem situations. (Patterns, Functions and Algebra D,
       8-10)
       Describe and interpret rates of change from graphical and numerical data. (Patterns,
       Functions and Algebra J, 8-10)
      Construct convincing arguments based on analysis of data and interpretation of graphs.
       (Data Analysis and Probability F, 8-10)
      Locate and interpret mathematical information accurately, and communicate ideas,
       processes and solutions in a complete and easily understood manner. (Mathematical
       Processes H, 8-10)
Unit 45:       Pricing

       BIL:              Recommended

                          10         12         AD
           EDU:
                                      I          P

Competency 45.1:         Employ pricing strategies to set prices for marketing
                         communications services.
Descriptors:
45.1.1         Describe factors affecting the prices of marketing communications services.
45.1.2         Explain pricing practices used in marketing communications.
45.1.3         Identify competitive pricing strategies.
45.1.4         Discuss pricing models.
45.1.5         Explain considerations in Web site pricing.
45.1.6         Set price objectives for marketing communications services.
45.1.7         Calculate a break-even point.
45.1.8         Select pricing strategies.
45.1.9         Negotiate charges with vendors.
45.1.10        Negotiate contract terms.
45.1.11        Set a price for marketing communications services.
45.1.12        Adjust prices to maximize profitability.

Correlated English Language Arts Academic Content Benchmarks

      Demonstrate comprehension of print and electronic text by responding to questions (e.g.,
       literal, inferential, evaluative and synthesizing). (Reading Process B, 8-10; Reading
       Process B, 11-12)
      Demonstrate an understanding of effective speaking strategies by selecting appropriate
       language and adjusting presentation techniques. (Communication: Oral and Visual D, 8-
       10)

Correlated Mathematics Academic Content Benchmarks

      Write and solve real-world, multi-step problems involving money, elapsed time and
       temperature, and verify reasonableness of solutions. (Measurement F, 8-10)
      Use algebraic representations, such as tables, graphs, expressions, functions and
       inequalities, to model and solve problem situations. (Patterns, Functions and Algebra D,
       8-10)
      Solve systems of linear equations involving two variables graphically and symbolically.
       (Patterns, Functions and Algebra H, 8-10)
      Construct convincing arguments based on analysis of data and interpretation of graphs.
       (Data Analysis and Probability F, 8-10)
      Create and analyze tabular and graphical displays of data using appropriate tools,
       including spreadsheets and graphing calculators. (Data Analysis and Probability A, 11-
       12)
Correlated Social Studies Academic Content Benchmarks

      Analyze how the scarcity of productive resources affects supply, demand, inflation and
       economic choices. (Economics A, 11-12)
      Critique data and information to determine adequacy of support for conclusions. (Social
       Studies Skills and Methods B, 11-12)
Unit 46:       Product and Service Management

        BIL:            Essential

                         10          12         AD
           EDU:
                          I          P           R

Competency 46.1:        Explain product and service management activities in marketing
                        communications to demonstrate in-depth understanding of
                        their nature and scope.
Descriptors:
46.1.1       Explain the concept of “product” in marketing communications.
46.1.2       Describe services offered by the marketing communications industry.

        BIL:            Essential

                         10          12         AD
           EDU:
                          I          P           R

Competency 46.2:       Generate marketing communications ideas.
Descriptors:
46.2.1       Explain techniques for generating marketing communications ideas.
46.2.2       Screen marketing communications ideas.
46.2.3       Develop a creative concept.

        BIL:            Recommended

                         10          12         AD
           EDU:
                          I          P           R

Competency 46.3:        Explain product extensions in services marketing.
Descriptors:
46.3.1       Discuss the use of product extensions in services marketing.
46.3.2       Identify product extensions that can be used in marketing communications.

        BIL:            Essential

                         10          12         AD
           EDU:
                                      I          P

Competency 46.4:       Position products and services to acquire a desired business image.
Descriptors:
46.4.1       Evaluate the effectiveness of marketing communications services.
46.4.2       Determine strategies for balancing standardization and personalization of services.
46.4.3       Explain equity positioning.
Correlated Mathematics Academic Content Benchmarks

       Connect statistical techniques to applications in workplace and consumer situations.
        (Data Analysis and Probability D, 11-12)

        BIL:            Essential

                         10          12         AD
           EDU:
                                     P           R

Competency 46.5:        Evaluate the effectiveness of the marketing communications mix to
                        make product mix decisions.
Descriptors:
46.5.1       Identify techniques that can be used to evaluate product mix effectiveness.
46.5.2       Modify a product mix.

Correlated Mathematics Academic Content Benchmarks

       Connect statistical techniques to applications in workplace and consumer situations.
        (Data Analysis and Probability D, 11-12)
Unit 47:       Marketing Communications

       BIL:              Essential

                          10          12        AD
           EDU:
                                      P          R

Competency 47.1:         Discuss marketing communications activities to show an in-depth
                         understanding of their nature and scope.
Descriptors:
47.1.1         Describe the relationship between promotional objectives and corporate objectives.
47.1.2         Explain considerations affecting global marketing communications.
47.1.3         Explain the marketing communications development process.
47.1.4         Discuss the strategic use of marketing communications.
47.1.5         Describe considerations in cross-cultural marketing communications.
47.1.6         Discuss considerations in cross-generational marketing communications.

Correlated English Language Arts Academic Content Benchmarks

      Compile, organize and evaluate information, take notes and summarize findings.
       (Research B, 11-12)

Correlated Social Studies Academic Content Benchmarks

      Analyze how issues may be viewed differently by various cultural groups. (People in
       Societies A, 11-12)

       BIL:              Essential

                          10          12        AD
           EDU:
                                       I         P

Competency 47.2:         Utilize word-of-mouth strategies to build brand and to promote
                         products.
Descriptors:
47.2.1         Select word-of-mouth strategies appropriate for a promotional objective.
47.2.2         Develop buzz-marketing strategies.
47.2.3         Develop viral marketing strategies.
47.2.4         Select product-placement strategies.
47.2.5         Select a celebrity or influencer to deliver a promotional message.

Correlated English Language Arts Academic Content Benchmarks

      Use multiple resources to enhance comprehension of vocabulary. (Acquisition of
       Vocabulary F, 8-10; Acquisition of Vocabulary E, 11-12)
       BIL:              Essential

                          10          12        AD
           EDU:
                           I          P          R

Competency 47.3:         Explain word-of-mouth strategies that can be used to build brand
                         and/or to promote products.
Descriptors:
47.3.1         Explain the nature of word-of-mouth (WOM) strategies.
47.3.2         Discuss the use of buzz agents in buzz marketing.
47.3.3         Explain considerations in developing viral marketing campaigns.
47.3.4         Describe considerations in developing customer evangelists.
47.3.5         Explain the use of celebrities and influencers as a WOM strategy.
47.3.6         Describe referral programs that can be used to build brand and promote products.
47.3.7         Explain the use of product placement.

Correlated English Language Arts Academic Content Benchmarks

      Use multiple resources to enhance comprehension of vocabulary. (Acquisition of
       Vocabulary F, 8-10; Acquisition of Vocabulary E, 11-12)

       BIL:              Essential

                          10          12        AD
           EDU:
                           I          P          R

Competency 47.4:         Describe the use of direct marketing to attract attention and to build
                         brand.
Descriptors:
47.4.1       Discuss types of direct marketing strategies.
47.4.2       Explain the role of media in delivering direct marketing messages.
47.4.3       Describe advantages and disadvantages of using direct marketing strategies.

       BIL:              Essential

                          10          12        AD
           EDU:
                           I          P          R

Competency 47.5:         Describe the use of social media in marketing communications to
                         obtain customer attention and/or to gain customer insight.
Descriptors:
47.5.1         Describe the use of corporate blogging.
47.5.2         Explain the use of RSS feeds.
47.5.3         Discuss the use of podcasts.
47.5.4         Describe the use of advergaming.
47.5.5         Discuss the use of tagging.
47.5.6         Explain the use of social bookmarking.
Correlated English Language Arts Academic Content Benchmarks

      Use multiple resources to enhance comprehension of vocabulary. (Acquisition of
       Vocabulary F, 8-10; Acquisition of Vocabulary E, 11-12)

       BIL:              Essential

                          10          12         AD
          EDU:
                           I          P           R

Competency 47.6:         Explain types of digital marketing strategies that can be used to
                         achieve promotional goals.
Descriptors:
47.6.1         Explain the nature of online advertisements.
47.6.2         Explain the nature of e-mail marketing strategies.
47.6.3         Describe mobile advertising strategies.
47.6.4         Discuss the use of search engine optimization strategies.

Correlated English Language Arts Academic Content Benchmarks

      Evaluate how features and characteristics make information accessible and usable and
       how structures help authors achieve their purposes. (Reading Applications:
       Informational, Technical and Persuasive Text A, 8-10)

       BIL:              Essential

                          10          12         AD
          EDU:
                                      P           R

Competency 47.7:         Evaluate advertising copy strategies that can be used to create
                         interest in advertising messages.
Descriptors:
47.7.1         Assess advertising headlines.
47.7.2         Describe copy strategies.
47.7.3         Identify promotional messages that appeal to targeted markets.
47.7.4         Evaluate direct marketing copy.
47.7.5         Assess content in digital media.

Correlated English Language Arts Academic Content Benchmarks

      Analyze whether graphics supplement textual information and promote the author’s
       purpose. (Reading Applications: Informational, Technical and Persuasive Text C, 8-10)
      Critique the effectiveness and validity of arguments in text and whether they achieve the
       author’s purpose. (Reading Applications: Informational, Technical and Persuasive Text
       C, 11-12)
       BIL:            Essential

                         10         12         AD
           EDU:
                                    P           R

Competency 47.8:       Proof advertisements to verify their accuracy.
Descriptors:
47.8.1       Explain the importance of proofing advertisements.
47.8.2       Discuss the need for comparing proof copy with original advertising copy.
47.8.3       Apply proofreading techniques to advertising copy.



Correlated English Language Arts Academic Content Benchmarks

      Apply editing strategies to eliminate slang and improve conventions. (Writing Processes
       D, 11-12)
      Prepare writing for publication that follows an appropriate format and uses a variety of
       techniques to enhance the final product. (Writing Processes F, 11-12)

       BIL:            Essential

                         10         12         AD
           EDU:
                                     I          P

Competency 47.9:        Develop and execute an advertising campaign to achieve objectives.
Descriptors:
47.9.1       Determine objectives for an advertising campaign.
47.9.2       Select advertising strategies for the campaign.
47.9.3       Coordinate advertising research.
47.9.4       Set media buying objectives.
47.9.5       Plan a strategy to guide the media buying process.
47.9.6       Prepare an advertising budget.
47.9.7       Develop a media plan (includes budget, media allocation, and timing of ads).
47.9.8       Implement advertising strategies during the campaign.
47.9.9       Follow up with media on “make-good advertisements”.

Correlated English Language Arts Academic Content Benchmarks

      Use a range of strategies to elaborate and persuade when appropriate, including appeal
       to logic, use of personal anecdotes, examples, beliefs, expert opinions or cause-effect
       reasoning. (Writing Applications E, 11-12)
      Evaluate the usefulness and credibility of data and sources and synthesize information
       from multiple sources. (Research C, 11-12)
Correlated Mathematics Academic Content Benchmarks

       Use algebraic representations, such as tables, graphs, expressions, functions and
        inequalities, to model and solve problem situations. (Patterns, Functions and Algebra D,
        8-10)
       Create and analyze tabular and graphical displays of data using appropriate tools,
        including spreadsheets and graphing calculators. (Data Analysis and Probability A, 11-
        12)
       Locate and interpret mathematical information accurately, and communicate ideas,
        processes and solutions in a complete and easily understood manner. (Mathematical
        Processes H, 8-10)

        BIL:            Essential

                          10         12         AD
           EDU:
                                      I          P

Competency 47.10:      Utilize publicity to remind others of business activities.
Descriptors:
47.10.1      Write a press release.
47.10.2      Create a public service announcement.
47.10.3      Create a press kit.
47.10.4      Coordinate press releases.
47.10.5      Cultivate media relationships.
47.10.6      Obtain publicity.

Correlated English Language Arts Academic Content Benchmarks

       Use a variety of strategies to revise content, organization and style, and to improve word
        choice, sentence variety, clarity and consistency of writing. (Writing Processes C, 11-12)
       Produce functional documents that report, organize and convey information and ideas
        accurately, foresee readers’ problems or misunderstandings and that include formatting
        techniques that are user friendly. (Writing Applications C, 11-12)

        BIL:            Essential

                          10         12         AD
           EDU:
                                     P           R

Competency 47.11:      Explain the use of advertising agencies.
Descriptors:
47.11.1      Discuss agency structure.
47.11.2      Describe types of advertising agencies.
47.11.3      Explain how advertising agencies are compensated.
47.11.4      Discuss considerations in selecting advertising agencies.
       BIL:              Essential

                           10          12         AD
          EDU:
                                        I          P

Competency 47.12:        Explain design principles used in advertising layouts to communicate
                         needs to designers.
Descriptors:
47.12.1        Describe the use of color in advertisements.
47.12.2        Describe the elements of design.
47.12.3        Discuss the use of illustrations in advertisements.
47.12.4        Discuss the nature of typography.
47.12.5        Explain typestyles used in advertisements.
47.12.6        Describe effective advertising layouts.
47.12.7        Identify types of drawing media.
47.12.8        Explain the impact of color harmonies on composition.
47.12.9        Describe digital color concepts.

Correlated English Language Arts Academic Content Benchmarks

      Analyze whether graphics supplement textual information and promote the author’s
       purpose. (Reading Applications: Informational, Technical and Persuasive Text C, 8-10)

       BIL:              Essential

                           10          12         AD
          EDU:
                                        I          P

Competency 47.13:        Assess advertisements to ensure achievement of marketing
                         communications goals and objectives.
Descriptors:
47.13.1        Evaluate storyboards for broadcast advertisements.
47.13.2        Assess collateral pieces for direct mail advertising.
47.13.3        Critique print advertisements.
47.13.4        Appraise targeted e-mails.
47.13.5        Assess e-newsletters.

Correlated English Language Arts Academic Content Benchmarks

      Apply reading comprehension strategies to understand grade-appropriate text. (Reading
       Process A, 8-10; Reading Process A, 11-12)
      Analyze whether graphics supplement textual information and promote the author’s
       purpose. (Reading Applications: Informational, Technical and Persuasive Text C, 8-10)
      Analyze the features and structures of documents and critique them for their
       effectiveness. (Reading Applications: Informational, Technical and Persuasive Text A,
       11-12)
          BIL:             Essential

                            10          12         AD
             EDU:
                                         I          P

Competency 47.14:          Explain how a Web site presence can be used to promote a business
                           or product.
Descriptors:
47.14.1          Explain the Web site or development process.
47.14.2          Explain how writing for the Web differs from writing for other media.
47.14.3          Identify strategies for attracting a targeted audience to a Web site.
47.14.4          Describe technologies that can be used to improve Web site ranking and
                   positioning on search engines and directories.
47.14.5          Explain Web site linking strategies.
47.14.6          Identify Web site design and components.

Correlated English Language Arts Academic Content Benchmarks

         Analyze the features and structures of documents and critique them for their
          effectiveness. (Reading Applications: Informational, Technical and Persuasive Text A,
          11-12)

          BIL:             Essential

                            10          12         AD
             EDU:
                                         I          P

Competency 47.15:          Manage media planning and placement to enhance return on
                           marketing investment.
Descriptors:
47.15.1          Determine the advertising reach of media.
47.15.2          Read a media schedule.
47.15.3          Calculate media costs.
47.15.4          Select advertising media.
47.15.5          Choose appropriate media outlets.
47.15.6          Negotiate terms with a media owner.
47.15.7          Schedule ads and commercials.
47.15.8          Select placement of advertisements.
47.15.9          Buy ad space and time.
47.15.10         Identify techniques for increasing ad response time.

Correlated Mathematics Academic Content Benchmarks

         Estimate, compute and solve problems involving real numbers, including ratio,
          proportion and percent, and explain solutions. (Number, Number Sense and Operations
          G, 8-10)
         Write and solve real-world, multi-step problems involving money, elapsed time and
          temperature, and verify reasonableness of solutions. (Measurement F, 8-10)
       BIL:              Essential

                          10         12         AD
          EDU:
                                      I          P

Competency 47.16:       Leverage media buys to maximize marketing investment.
Descriptors:
47.16.1      Discuss the importance of leveraging media buys.
47.16.2      Identify ways of leveraging media buys.
47.16.3      Select strategies for leveraging media buys.
47.16.4      Implement strategies for leveraging media buys.

       BIL:              Essential

                          10         12         AD
          EDU:
                                      I          P

Competency 47.17:        Evaluate the effectiveness of advertising strategies to determine
                         return on marketing investment.
Descriptors:
47.17.1        Evaluate the effectiveness of advertising.
47.17.2        Evaluate media’s contribution to a campaign’s effectiveness.
47.17.3        Evaluate digital marketing efforts.
47.17.4        Analyze the costs and benefits of direct marketing.
47.17.5        Assess a direct marketing strategy.

Correlated English Language Arts Academic Content Benchmarks

      Explain and analyze how an author appeals to an audience and develops an argument or
       viewpoint in text. (Reading Applications: Informational, Technical and Persuasive Text
       D, 8-10)

Correlated Mathematics Academic Content Benchmarks

      Design and perform a statistical experiment, simulation or study; collect and interpret
       data; and use descriptive statistics to communicate and support predictions and
       conclusions. (Data Analysis and Probability C, 11-12)
      Locate and interpret mathematical information accurately, and communicate ideas,
       processes and solutions in a complete and easily understood manner. (Mathematical
       Processes H, 8-10)

Correlated Social Studies Academic Content Benchmarks

      Critique data and information to determine adequacy of support for conclusions. (Social
       Studies Skills and Methods B, 11-12)
       BIL:              Essential

                          10          12        AD
           EDU:
                                       I         P

Competency 47.18:        Utilize public relations activities to create goodwill with
                         stakeholders.
Descriptors:
47.18.1        Identify public relations strategies.
47.18.2        Analyze the costs and benefits of company participation in community activities.
47.18.3        Explain current issues and trends in public relations.
47.18.4        Develop public relations strategies.
47.18.5        Create a public relations campaign.
47.18.6        Develop a public relations plan.

Correlated English Language Arts Academic Content Benchmarks

      Produce functional documents that report, organize and convey information and ideas
       accurately, foresee readers’ problems or misunderstandings and that include formatting
       techniques that are user friendly. (Writing Applications C, 11-12)
      Compile, organize and evaluate information, take notes and summarize findings.
       (Research B, 11-12)

Correlated Mathematics Academic Content Benchmarks

      Locate and interpret mathematical information accurately, and communicate ideas,
       processes and solutions in a complete and easily understood manner. (Mathematical
       Processes H, 8-10)

       BIL:              Essential

                          10          12        AD
           EDU:
                                       I         P

Competency 47.19:       Anticipate and respond to public relations crises.
Descriptors:
47.19.1      Describe the use of crisis management in public relations.
47.19.2      Participate in crisis management drills.
47.19.3      Determine crisis management messages.
47.19.4      Develop crisis management strategies.
47.19.5      Implement crisis management strategies.

Correlated English Language Arts Academic Content Benchmarks

      Use a variety of strategies to enhance listening comprehension. (Communication: Oral
       and Visual A, 8-10; Communication: Oral and Visual A, 11-12)
      Select and use effective speaking strategies for a variety of audiences, situations and
       purposes. (Communication: Oral and Visual C, 11-12)
       BIL:              Essential

                           10         12         AD
           EDU:
                                       I          P

Competency 47.20:        Employ sales promotion activities to inform or remind customers of
                         business and/or product.
Descriptors:
47.20.1        Create promotional signage.
47.20.2        Collaborate in the design of slogans and taglines.
47.20.3        Set and develop a strategy for brand identifiers (e.g., marks, characters).
47.20.4        Explain considerations in designing a frequency or loyalty marketing program.
47.20.5        Develop a frequency or loyalty marketing program strategy.
47.20.6        Collaborate in the design of collateral materials to promote a frequency or loyalty
                 marketing program.
47.20.7        Analyze use of specialty promotions.
47.20.8        Develop a strategy for creating a special event.
47.20.9        Participate in designing collateral materials for a special event.
47.20.10       Set up cross-promotions.
47.20.11       Participate in trade shows, expositions and conferences.
47.20.12       Develop a trade show/exposition plan.
47.20.13       Develop a sales promotion plan.

Correlated English Language Arts Academic Content Benchmarks

      Analyze whether graphics supplement textual information and promote the author’s
       purpose. (Reading Applications: Informational, Technical and Persuasive Text C, 8-10)
      Produce functional documents that report, organize and convey information and ideas
       accurately, foresee readers’ problems or misunderstandings and that include formatting
       techniques that are user friendly. (Writing Applications C, 11-12)
      Select and use effective speaking strategies for a variety of audiences, situations and
       purposes. (Communication: Oral and Visual C, 11-12)

       BIL:              Essential

                           10         12         AD
           EDU:
                                       I          P

Competency 47.21:        Develop marketing/creative briefs to apprise staff and client of a
                         promotional strategy.
Descriptors:
47.21.1        Identify the components of marketing/creative briefs.
47.21.2        Discuss the use of marketing/creative briefs.
47.21.3        Prepare marketing/creative briefs.
47.21.4        Determine overall objectives for a marketing/creative brief.
47.21.5        Identify target audience for a marketing/creative brief.
47.21.6        Determine key message for a target audience.
47.21.7        Determine a media mix for a marketing communications project.
Correlated English Language Arts Academic Content Benchmarks

       Analyze the features and structures of documents and critique them for their
        effectiveness. (Reading Applications: Informational, Technical and Persuasive Text A,
        11-12)
       Formulate writing ideas and identify a topic appropriate to the purpose and audience.
        (Writing Processes A, 8-10; Writing Processes A, 11-12))
       Produce functional documents that report, organize and convey information and ideas
        accurately, foresee readers’ problems or misunderstandings and that include formatting
        techniques that are user friendly. (Writing Applications C, 11-12)

        BIL:            Essential

                          10         12         AD
           EDU:
                                      I          P

Competency 47.22:       Work with an advertising agency to create marketing
                        communications.
Descriptors:
47.22.1      Identify expectations for the agency.
47.22.2      Set realistic timelines for project completion.
47.22.3      Evaluate the agency’s work.

Correlated Mathematics Academic Content Benchmarks

       Connect statistical techniques to applications in workplace and consumer situations.
        (Data Analysis and Probability D, 11-12)

        BIL:            Essential

                          10         12         AD
           EDU:
                                      I          P

Competency 47.23:       Manage marketing communications activities to maximize return on
                        investments.
Descriptors:
47.23.1      Establish a marketing communications mix.
47.23.2      Use past advertisements to aid in promotional planning.
47.23.3      Evaluate creative work.
47.23.4      Measure the results of marketing-communications mix.
47.23.5      Determine the appropriateness of marketing communications strategy across product
             lines.
47.23.6      Prepare a marketing communications budget.
47.23.7      Manage promotional allowances.
47.23.8      Develop a marketing communications plan for a business.
Correlated English Language Arts Academic Content Benchmarks

      Produce functional documents that report, organize and convey information and ideas
       accurately, foresee readers’ problems or misunderstandings and that include formatting
       techniques that are user friendly. (Writing Applications C, 11-12)

Correlated Mathematics Academic Content Benchmarks

      Write and solve real-world, multi-step problems involving money, elapsed time and
       temperature, and verify reasonableness of solutions. (Measurement F, 8-10)
      Use algebraic representations, such as tables, graphs, expressions, functions and
       inequalities, to model and solve problem situations. (Patterns, Functions and Algebra D,
       8-10)
      Create and analyze tabular and graphical displays of data using appropriate tools,
       including spreadsheets and graphing calculators. (Data Analysis and Probability A, 11-
       12)
Unit 48:       Selling

       BIL:            Essential

                         10         12         AD
           EDU:
                         P          R           R


Competency 48.1:       Acquire product knowledge to be equipped to solve a customer’s or
                       client’s problems.

Descriptors:
48.1.1         Acquire knowledge of products and brands.

       BIL:            Essential

                         10         12         AD
           EDU:
                          I         P           R

Competency 48.2:       Utilize sales processes and techniques to determine and satisfy
                       customer needs.
Descriptors:
48.2.1         Pitch a marketing communications idea to a client.
48.2.2         Present an advertising campaign to clients.

Correlated English Language Arts Academic Content Benchmarks

      Give persuasive presentations that structure ideas and arguments in a logical fashion,
       clarify and defend positions with relevant evidence and anticipate and address the
       audience’s concerns. (Communication: Oral and Visual D, 11-12)
      Give presentations using a variety of delivery methods, visual displays and technology.
       (Communication: Oral and Visual G, 8-10; Communication: Oral and Visual F, 11-12)

       BIL:            Essential

                         10         12         AD
           EDU:
                                     I          P

Competency 48.3:     Utilize sales support activities to increase customer satisfaction.
Descriptors:
48.3.1       Support post-sales activities.
48.3.2       Provide service after the sale.
48.3.3       Deliver on promises.
48.3.4       Obtain recommendations for future business.
       BIL:           Essential

                        10        12        AD
          EDU:
                                   I         P

Competency 48.4:    Manage sales activities to meet sales goals and objectives.
Descriptors:
48.4.1       Self-manage sales performance.

				
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Description: Difference Between Advertising and Integrated Marketing Communication Plan document sample