Insurance Business Correspondence Needs

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					                                                      Michigan Model
                                              Marketing Education Curriculum
                                           Second Year of a Two Year Program
                                                         09/29/08
                             Primary Activity
               (CLUSTER TOPIC/Cluster KS Statement/Performance                           Grade Level Content Expectation
Week                   Element/Measurement Criteria)                   Code                        Economics
 1     ORIENTATION
 1     OPERATIONS (Review from year 1)
 2     HUMAN RESOURCE MANAGEMENT
 2     Understands the tools techniques, and systems that businesses use
       to plan, staff, lead, and organize its human resources

 2     Manage staff growth and development to increase productivity and
       employee satisfaction.
 2     Orient new employees
 3     Set up store/purchasing/store training/store manual
 4     COMMUNICATION SKILLS
 4     Understands the concepts, strategies, and systems used to obtain
       and convey ideas and information
 4     Read to acquire meaning from written material and to apply the
       information to a task.
 4     Identify sources that provide relevant, valid written material (CO:054)

 4     Extract relevant information from written materials (CO:055)
 4     Apply written directions to achieve tasks (CO:056)
 4     Analyze company resources to ascertain policies and procedures
       (CO:057)
 5     Apply verbal skills to obtain and convey information.
 5     Defend ideas objectively
 5     Handle telephone calls in a businesslike manner
 5     Participate in group discussions
 5     Write internal and external business correspondence to convey and
       obtain information effectively.
 5     Explain the nature of effective written communications
 5     Select and utilize appropriate formats for professional writing

                                                                          Page 1 of 19
                                                      Michigan Model
                                              Marketing Education Curriculum
                                           Second Year of a Two Year Program
                                                         09/29/08
                             Primary Activity
               (CLUSTER TOPIC/Cluster KS Statement/Performance                         Grade Level Content Expectation
Week                   Element/Measurement Criteria)                   Code                      Economics
 5     Edit and revise written work consistent with professional standards
 5     Write professional e-mails
 6     Write business letters
 6     Write informational messages
 6     Write inquiries
 7     Write persuasive messages
 7     Prepare simple written reports
 7     Communicate with staff to clarify workplace objectives.
 7     Explain the nature of staff communication
 8     Choose appropriate channel for workplace communication
 8     Participate in a staff meeting
 8     SELLING
 8     Process and Techniques
 8     Differentiate between consumer and organizational buying behavior

  8    Assess customer/client needs
  9    Prescribe solution to customer needs
  9    Sell good/service/idea to individuals
 10    Sell good/service/idea to groups
 10    Plan follow-up strategies for use in selling
 11    Support Activities
 11    Process sales documentation
 11    Prospect for customers
 12    BUSINESS LAW
 12    Understands business’s responsibility to know, abide by, and
       enforce laws and regulations that affect business operations and
       transactions
 12    Acquire foundational knowledge of business laws and regulations to
       understand their nature and scope.

                                                                        Page 2 of 19
                                                      Michigan Model
                                              Marketing Education Curriculum
                                           Second Year of a Two Year Program
                                                         09/29/08
                             Primary Activity
               (CLUSTER TOPIC/Cluster KS Statement/Performance                      Grade Level Content Expectation
Week                   Element/Measurement Criteria)                   Code                   Economics
 12    Discuss the nature of law and sources of law in the United States
 12    Describe the United States’ judicial system
 12    Describe legal issues affecting businesses
 13    Understand the civil foundations of the legal environment of
       business to demonstrate knowledge of contracts.
 13    Identify the basic torts relating to business enterprises
 13    Describe the nature of legally binding contracts
 14    PRICING
 14    Understands concepts and strategies utilized in determining and
       adjusting prices to maximize return and meet customers’
       perceptions of value
 14    Develop a foundational knowledge of pricing to understand its role
       in marketing.
 14    Explain the nature and scope of the pricing function
 14    Explain legal considerations for pricing
 14    Explain factors affecting pricing decisions
 15    PRODUCT SERVICE MANAGEMENT
 15    Understands the concepts and processes needed to obtain, develop,
       maintain, and improve a product or service mix in response to
       market opportunities
 15    Acquire a foundational knowledge of product/service management to
       understand its nature and scope.
 15    Explain the nature and scope of the product/service management
       function
 15    Identify the impact of product life cycles on marketing decisions
 15    Apply quality assurances to enhance product/service offerings.

 15    Describe the uses of grades and standards in marketing
 15    Explain warranties and guarantees

                                                                     Page 3 of 19
                                                     Michigan Model
                                             Marketing Education Curriculum
                                          Second Year of a Two Year Program
                                                        09/29/08
                            Primary Activity
              (CLUSTER TOPIC/Cluster KS Statement/Performance                         Grade Level Content Expectation
Week                  Element/Measurement Criteria)                   Code                      Economics
 16    Employ product-mix strategies to meet customer expectations.
 16    Explain the concept of product mix
 16    Position products/services to acquire desired business image
 16    Describe factors used by marketers to position products/business
 16    Explain the nature of product/service branding
 17    MARKET PLANNING
 17    Understands the concepts and strategies utilized to determine and
       target marketing strategies to a select audience

 17    Employ marketing-information to develop a marketing plan.
 17    Explain the concept of marketing strategies
 17    Explain the concept of market and market identification
 18    Identify market segments
 18    Select target market
 18    Exam Prep
 19    EXAMS
 20    PROMOTION
 20    Understands the concepts and strategies needed to communicate
       information about products, services, images, and/or ideas to
       achieve a desired outcome
 20    Understand promotional channels used to communicate with
       targeted audiences.
 20    Explain the types of advertising media
 20    Describe word-of-mouth channels used to communicate with targeted
       audiences
 20    Discuss direct marketing channels
 20    Identify communications channels used in sales promotion
 20    Explain communications channels used in public-relations activities


                                                                       Page 4 of 19
                                                     Michigan Model
                                             Marketing Education Curriculum
                                          Second Year of a Two Year Program
                                                        09/29/08
                            Primary Activity
              (CLUSTER TOPIC/Cluster KS Statement/Performance                        Grade Level Content Expectation
Week                  Element/Measurement Criteria)                   Code                     Economics
 21    Understand the use of an advertisement’s components to
       communicate with targeted audiences.
 21    Explain components of advertisements
 21    Manage promotional activities to maximize return on promotional
       efforts.
 21    Explain the nature of a promotional plan
 21    Coordinate activities in the promotional mix
 22    MARKETING INFORMATION MANAGEMENT
 22    Understands the concepts, systems, and tools needed to gather,
       access, synthesize, evaluate, and disseminate information for use in
       making business decisions
 22    Acquire foundational knowledge of marketing-information
       management to understand its nature and scope.
 22    Describe the need for marketing information
 22    Explain the nature and scope of the marketing-information management
       function
 22    Understand marketing-research activities to show command of their
       nature and scope.
 22    Explain the nature of marketing research
 23    Explain types of primary marketing research
 23    Identify sources of primary and secondary data
 23    Explain research techniques
 23    Determine the marketing-research problem/issue
 24    Identify research approaches (e.g., observation, survey, experiment)
       appropriate to the research problem
 24    Understand data-collection methods to evaluate their appropriateness
       for the research problem/issue.
 24    Identify information monitored for marketing decision making


                                                                      Page 5 of 19
                                                      Michigan Model
                                              Marketing Education Curriculum
                                           Second Year of a Two Year Program
                                                         09/29/08
                             Primary Activity
               (CLUSTER TOPIC/Cluster KS Statement/Performance                           Grade Level Content Expectation
Week                   Element/Measurement Criteria)                   Code                        Economics
 24    Describe data-collection methods (e.g., observations, mail, telephone,
       Internet, discussion
 24    groups, interviews, scanners)
 25    Conduct Market Research
 26    Interpret marketing information to test hypotheses and/or to resolve
       issues.
 26    Describe techniques for processing marketing information
 26    Explain the use of descriptive statistics in marketing decision making

 26    OPERATIONS
 26    Understands the processes and systems implemented to monitor,
       plan, and control the day-to-day activities required for continued
       business functioning
 26    Implement purchasing activities to obtain business supplies,
       equipment, and services.
 26    Explain the nature and scope of purchasing
 27    Place orders/reorders
 27    Maintain inventory of supplies
 27    Understand production’s role and function in business to recognize
       its need in an organization.
 27    Explain the concept of production
 27    Describe production activities
 28    STRATEGIC MANAGEMENT
 28    Understands tools, techniques, and systems that affect a business’s
       ability to plan, control, and organize an organization/department

 28    Recognize management’s role to understand its contribution to
       business success.
 28    Explain the concept of management

                                                                          Page 6 of 19
                                                      Michigan Model
                                              Marketing Education Curriculum
                                           Second Year of a Two Year Program
                                                         09/29/08
                             Primary Activity
               (CLUSTER TOPIC/Cluster KS Statement/Performance                           Grade Level Content Expectation
Week                   Element/Measurement Criteria)                   Code                        Economics
 29    FINANCIAL ANALYSIS
 29    Understands tools, strategies, and systems used to maintain,
       monitor, control, and plan the use of financial resources

 29    Analyze financial needs and goals to determine financial
 29    requirements.
 29    Explain the nature of financial needs (e.g., college, retirement, wills,
       insurance, etc.)
 29    Set financial goals
 29    Develop personal budget
 29    Manage personal finances to achieve financial goals.
 30    Explain the nature of tax liabilities
 30    Interpret a pay stub
 30    Read and reconcile bank statements
 30    Maintain financial records
 31    Demonstrate the wise use of credit
 31    Validate credit history
 31    Protect against identity theft
 32    Prepare personal income tax forms
 32    Understand the use of financial-services providers to aid in financial-
       goal achievement.
 32    Describe types of financial-services providers
 32    Discuss considerations in selecting a financial-services provider
 32    Identify potential business threats and opportunities to protect a
       business’s financial well-being.
 33    Describe the concept of insurance
 33    Implement accounting procedures to track money flow and to
       determine financial status.
 33    Explain the concept of accounting

                                                                          Page 7 of 19
                                                          Michigan Model
                                                  Marketing Education Curriculum
                                               Second Year of a Two Year Program
                                                             09/29/08
                                 Primary Activity
                   (CLUSTER TOPIC/Cluster KS Statement/Performance                                     Grade Level Content Expectation
  Week                     Element/Measurement Criteria)                   Code                                  Economics
    33     Explain the need for accounting standards (GAAP)
    34     PROFESSIONAL DEVELOPMENT
    34     Understands concepts, tools, and strategies used to explore, obtain,
           and develop in a business career
    34     Utilize career-advancement activities to enhance professional
           development.
    35     Describe techniques for obtaining work experience (e.g., volunteer
           activities, internships)
    35     Explain the need for ongoing education as a worker
    35     Explain possible advancement patterns for jobs
    35     Identify skills needed to enhance career progression
    36     Utilize resources that can contribute to professional development (e.g.,
           trade journals/periodicals, professional/trade associations,
           classes/seminars, trade shows, and mentors)
    37     SHUT DOWN STORE
    38     EXAMS
Assumptions: The course is a 55 minute class period; school store operated by first year students and managed by second year marketing students.
  Legend:
Foundations: BL – Business Law, CO – Communications, EC – Economics, EI-Emotional Intelligence, FI-Financial Analysis, HR-Human Resource Management,
IM-Information Management, MK-Marketing, OP-Operations, PD-Professional Development, SM-Strategic Management,
Functions: DS-Distribution, IM-Marketing Information Management, PI-Pricing, PM-Product Service Management, PR-Promotion, SE-Selling
Curriculum Planning Levels: PQ-Prerequisite, CS-Career Sustaining, SP-Specialist, MN-Manager, ON-Owner All PQ’s and CS’ are required as part of the
secondary marketing program. SP, MN, ON added as time and program allows.




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