Standard: Understands business’s responsibility to know, abide by, and enforce laws and regulations that affect business operations and transactions
Performance Element: Acquire information about business laws and regulations to show command of their nature and scope.
Performance Indicators:
Explain the nature of contract exclusivity (BL:050) (SP)
Explain regulations impacting digital marketing (BL:138) (SP)
Standard: Understands the concepts, strategies, and systems used to obtain and convey ideas and information
Performance Element: Apply verbal skills to obtain and convey information.
Performance Indicators:
Make client presentations (includes strategies and research findings) (CO:174) (SP)
Performance Element: Write internal and external business correspondence to convey and obtain information effectively.
Performance Indicators:
Prepare contact reports (CO:175) (SP)
Maintain day-to-day content on social platforms (CO:193) (SP)
Write white papers (CO:178) (SP)
Write pitch/sales letters (CO:179) (SP)
Write new-business pitches (CO:177) (SP)
Write management reports (CO:176) (MN)
Performance Element: Manage communications efforts to protect brand viability.
Performance Indicators:
Explain the nature of communications plans (CO:195) (SP)
Implement a communications plan (CO:196) (SP)
Monitor communications plan (CO:197) (SP)
Develop communications plan (CO:198) (SP)
Adjust communications plan (CO:199) (SP)
Develop a crisis management plan (CO:200) (MN)
Performance Element: Communicate with staff to clarify workplace objectives.
Performance Indicators:
Conduct creative briefing (CO:173) (MN)
Conduct marketing communications planning meetings (CO:194) (MN)
Standard: Understands the techniques and strategies used to foster positive, ongoing relationships with customers
Performance Element: Foster positive relationships with customers to enhance sales.
Performance Indicators:
Use digital media to enhance customer post-sales experience (CR:028) (SP)
Standard: Understands techniques, strategies, and systems used to foster self-understanding and enhance relationships with others
Performance Element: Use communication skills to foster ethical interactions.
Performance Indicators:
Apply ethics to digital communications (EI:073) (CS)
Gain commitment from client (EI:068) (SP)
Obtain buy-in to strategic thinking (EI:071) (MN)
Performance Element: Manage stressful situations to minimize negative workplace situations.
Performance Indicators:
Maintain composure when receiving/delivering bad news (EI:069) (SP)
Resolve problems with workflow (EI:072) (SU)
Manage crisis in client relationships (EI:070) (MN)
Performance Element: Manage internal and external business relationships to foster positive interactions.
Performance Indicators:
Foster client-agency relationship (EI:067) (SP)
Build rapport with suppliers (EI:065) (SP)
Standard: Understands tools, strategies, and systems used to maintain, monitor, control, and plan the use of financial resources
Performance Element: Implement accounting procedures to track money flow and to determine financial status.
Performance Indicators:
Verify accuracy of bills (FI:327) (CS)
Performance Element: Manage marketing finances to monitor and measure return on marketing investment (ROMI).
Performance Indicators:
Estimate project costs (FI:323) (MN)
Set/track promotional budget (FI:326) (MN)
Control marketing communications budget (FI:650) (MN)
Standard: Understands the tools, techniques, and systems that businesses use to plan, staff, lead, and organize its human resources
Performance Element: Lead staff growth and development to increase productivity and employee satisfaction.
Performance Indicators:
Motivate members of an agency team (HR:406) (SU)
Promote innovation (HR:407) (SU)
Performance Element: Implement organizational skills to facilitate others’ work efforts.
Performance Indicators:
Act as a liaison (e.g., between agency and others, between creative department/agency) (HR:395) (SP)
Standard: Understands the tools, techniques, and systems that businesses use to create exchanges and satisfy organizational objectives
Performance Element: Understand marketing’s role and function in business to facilitate economic exchanges with customers.
Performance Indicators:
Differentiate between service marketing and product marketing (MK:008) (CS)
Discuss the relationship between promotion and marketing (MK:018) (CS)
Standard: Understands tools, strategies, and systems needed to access, process, maintain, evaluate, and disseminate information to assist business decision-making
Performance Element: Acquire information to guide business decision-making.
Performance Indicators:
Describe current issues/trends in marketing communications (NF:206) (SP)
Identify trends in social-media space (NF:210) (SP)
Performance Element: Utilize information-technology tools to manage and perform marketing-communications responsibilities.
Performance Indicators:
Explain ways that technology impacts marketing communications (NF:100) (SP)
Compare the capabilities of SMS with MMS (NF:096) (SP)
Explain the capabilities of tools used in web-site creation (NF:053) (SP)
Discuss considerations in using mobile technology for promotional activities (NF:097) (SP)
Demonstrate effective use of audiovisual aids (NF:037) (SP)
Describe considerations in using databases in marketing communications (NF:115) (SP)
Maintain databases of information for marketing communications (NF:101) (SP)
Mine databases for information useful in marketing communications (NF:103) (SP)
Use analytics tracking tools for marketing communications (NF:208) (SP)
Demonstrate basic desktop publishing functions to prepare promotional materials (NF:038) (SP)
Integrate software applications to prepare promotional materials (NF:039) (SP)
Explain how to effectively incorporate video into multimedia (NF:099) (SP)
Evaluate the impact of mobile-device capabilities and usage patterns on social-media effectiveness (NF:209) (SP)
Standard: Understands the processes and systems implemented to monitor, plan, and control the day-to-day activities required for continued business functioning
Performance Element: Determine technology security strategies needed to protect customer information and company image.
Performance Indicators:
Explain security considerations in marketing communications (OP:193) (SP)
Maintain marketing communications data security (OP:445) (SP)
Identify strategies for protecting business’s digital assets (e.g., website, social media, email, etc.) (OP:123) (MN)
Identify strategies to protect digital customer data (e.g., information about customers, customers’ credit-card numbers, passwords, customer transactions) (OP:125) (MN)
Performance Element: Implement organizational skills in marketing communications to improve efficiency and workflow.
Performance Indicators:
Develop schedule for marketing communications assignment (OP:171) (SP)
Develop action plan to carry out marketing communications assignment (OP:169) (MN)
Performance Element: Analyze vendor performance to choose vendors providing the best service materials for use in marketing communications.
Performance Indicators:
Evaluate vendors’ services (OP:109) (SP)
Negotiate terms with vendors (OP:039) (SP)
Performance Element: Apply techniques to monitor production of marketing communications materials.
Performance Indicators:
Monitor production of marketing communications materials (OP:179) (MN)
Performance Element: Implement expense-control strategies to manage a client’s budget.
Performance Indicators:
Explain the need to manage a client’s budget (OP:175) (MN)
Manage client’s budget (OP:176) (MN)
Standard: Understands concepts, tools, and strategies used to explore, obtain, and develop in a business career
Performance Element: Acquire information about the marketing communications industry to aid in making career choices.
Performance Indicators:
Describe traits important to the success of employees in marketing communications (PD:045) (CS)
Describe employment opportunities in the marketing communications industry (structure, jobs in, structures in different size agencies, key departments in) (PD:052) (SP)
Explain factors affecting the growth and development of the marketing communications industry (PD:118) (SP)
Discuss the economic and social effects of marketing communications (PD:113) (SP)
Analyze marketing communications careers to determine careers of interest (PD:159) (SP)
Performance Element: Utilize career-advancement activities to enhance professional development in marketing communications.
Performance Indicators:
Conduct self-assessment of marketing-communications skill set (PD:127) (SP)
Identify requirements for professional certifications in marketing communications (PD:142) (SP)
Assess the services of professional organizations in marketing communications (PD:145) (SP)
Performance Element: Acquire information about the digital marketing industry to aid in making career choices.
Performance Indicators:
Discuss career opportunities in digital marketing (PD:421, LAP-PD-421) (SP)
Performance Element: Utilize career-advancement activities to enhance professional development in digital marketing.
Performance Indicators:
Describe certifications available in digital marketing (PD:422) (SP)
Standard: Understands the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities and to build brand for the organization
Performance Element: Understand product/service management activities to demonstrate in-depth understanding of their nature and scope.
Performance Indicators:
Explain the concept of “product” in marketing communications (PM:091) (SP)
Describe services offered by the marketing-communications industry (PM:220) (SP)
Performance Element: Generate marketing-communications ideas to contribute to ongoing marketing communications success.
Performance Indicators:
Generate marketing communications ideas (PM:187) (SP)
Screen marketing communications ideas (PM:188) (MN)
Develop a creative concept (PM:226) (MN)
Performance Element: Employ product-mix strategies to meet customer expectations.
Performance Indicators:
Explain the nature of product extension in services marketing (PM:082) (SP)
Identify product extensions that can be used in marketing communications (PM:245) (MN)
Performance Element: Position products/services to acquire desired business image.
Performance Indicators:
Identify opportunities in the social-media space (PM:275) (SP)
Establish credibility with Internet users (PM:274) (SP)
Explain equity positioning (PM:240) (MN)
Evaluate effectiveness of marketing-communications services (PM:108) (MN)
Determine strategies for balancing standardization and personalization of services (PM:075) (MN)
Performance Element: Evaluate the effectiveness of the marketing-communications mix to make product-mix decisions.
Performance Indicators:
Identify techniques that can be used to evaluate product-mix effectiveness (PM:247) (MN)
Modify product mix (PM:250) (MN)
Standard: Understands the concepts, systems, and tools needed to gather, access, synthesize, evaluate, and disseminate information for use in making business decisions
Performance Element: Plan marketing-research activities to ensure appropriateness and adequacy of data-collection efforts.
Performance Indicators:
Analyze media research tools (IM:303) (MN)
Select appropriate research techniques for marketing communications (IM:464) (MN)
Performance Element: Design qualitative marketing-communications research study to ensure appropriateness of data-collection efforts.
Performance Indicators:
Design qualitative research study (IM:336) (MN)
Develop discussion guide for a qualitative marketing-communications research study (IM:465) (MN)
Develop screener for a qualitative marketing-communications research study (IM:466) (MN)
Determine sample for qualitative marketing-communications research study (IM:467) (MN)
Performance Element: Collect marketing information to ensure accuracy and adequacy of data for decision-making in marketing communications.
Performance Indicators:
Gather brand information (IM:361) (SP)
Conduct pre-campaign testing (IM:323) (SP)
Track performance of promotional activities (IM:410) (SP)
Monitor competitors’ promotional efforts (IM:429) (SP)
Monitor daily social-media analytics (IM:468) (SP)
Manage online brand and reputation (IM:430) (SP)
Track trends (e.g., social, buying, social media, advertising agency, etc.) (IM:411) (SP)
Analyze customer behavior (e.g., media-consumption, buying, etc.) (IM:299) (SP)
Use sampling in multichannel marketing (IM:431) (MN)
Conduct marketing communications idea-generation session (IM:321) (MN)
Moderate research groups (IM:377) (MN)
Performance Element: Process marketing information to test hypotheses and/or to resolve issues.
Performance Indicators:
Interpret qualitative research findings (IM:371) (SP)
Standard: Understands the concepts and strategies utilized to determine and target marketing strategies to a select audience
Performance Element: Select target market appropriate for product/business to obtain the best return on marketing investment (ROMI).
Performance Indicators:
Identify ways to segment markets for marketing communications (MP:028) (SP)
Describe the nature of target marketing in marketing communications (MP:029) (SP)
Use digital tools to aid in market segmentation (MP:039) (MN)
Performance Element: Utilize planning tools to guide marketing’s activities.
Performance Indicators:
Evaluate market opportunities (MP:026) (MN)
Standard: Understands concepts and strategies utilized in determining and adjusting prices to maximize return and meet customers’ perceptions of value
Performance Element: Employ pricing strategies to determine optimal pricing.
Performance Indicators:
Explain pricing practices used in marketing communications (PI:053) (MN)
Discuss the nature of pricing models (PI:065) (MN)
Explain considerations in website pricing (PI:067) (MN)
Set price objectives for marketing communications services (PI:069) (MN)
Calculate break-even point (PI:006, LAP-PI-006) (MN)
Negotiate charges with vendors (PI:051) (MN)
Set price of marketing communications services (PI:035) (MN)
Select pricing strategies (PI:046) (MN)
Adjust prices to maximize profitability (PI:008) (MN)
Standard: Understands the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome
Performance Element: Acquire a foundational knowledge of promotion to understand its nature and scope.
Performance Indicators:
Explain the role of promotion as a marketing function (PR:001, LAP-PR-901) (CS)
Explain the types of promotion (i.e., institutional, product) (PR:002, LAP-PR-902) (CS)
Identify the elements of the promotional mix (PR:003, LAP-PR-903) (SP)
Describe the use of business ethics in promotion (PR:099, LAP-PR-099) (SP)
Describe the use of technology in the promotion function (PR:100) (SP)
Describe the regulation of promotion (PR:101) (SP)
Performance Element: Understand promotional channels used to communicate with targeted audiences.
Performance Indicators:
Explain types of advertising media (PR:007, LAP-PR-007) (SP)
Describe word-of-mouth channels used to communicate with targeted audiences (PR:247) (SP)
Explain the nature of direct marketing channels (PR:089) (SP)
Identify communications channels used in sales promotion (PR:249) (SP)
Explain communications channels used in public-relations activities (PR:250) (SP)
Performance Element: Understand the use of an advertisement’s components to communicate with targeted audiences.
Performance Indicators:
Explain the components of advertisements (PR:014) (SP)
Explain the importance of coordinating elements in advertisements (PR:251) (SP)
Performance Element: Understand the use of public-relations activities to communicate with targeted audiences.
Performance Indicators:
Identify types of public-relations activities (PR:252) (SP)
Discuss internal and external audiences for public-relations activities (PR:253) (SP)
Performance Element: Understand promotion activities to show an in-depth understanding of their nature and scope.
Performance Indicators:
Explain considerations affecting global promotion (PR:117) (SP)
Explain the marketing-communications development process (PR:316) (SP)
Performance Element: Utilize word-of-mouth strategies to build brand and to promote products.
Performance Indicators:
Explain the nature of word-of-mouth (WOM) strategies (PR:319) (SP)
Discuss the role of customer voice in word-of-mouth strategies (PR:363) (SP)
Select word-of-mouth strategies appropriate for promotional objectives (PR:355) (MN)
Explain the nature of buzz-marketing (PR:317) (SP)
Develop buzz-marketing strategies (PR:229) (MN)
Explain considerations in developing viral marketing campaigns (PR:312) (SP)
Develop viral marketing strategies (PR:228) (MN)
Describe considerations in developing customer evangelists (PR:273) (SP)
Create customer evangelist strategy (PR:269) (MN)
Explain the use of celebrities/influencers as a WOM strategy (PR:321) (SP)
Select celebrity/influencer to deliver promotional message (PR:352) (MN)
Describe referral programs that can be used to build brand/promote products (PR:277) (SP)
Develop referral program to build brand/promote products (PR:291) (MN)
Performance Element: Use product placement to build brand and to promote products.
Performance Indicators:
Explain the use of product placement (PR:323) (SP)
Identify opportunities for product placement (PR:331) (MN)
Performance Element: Acquire a foundational knowledge of digital marketing to understand its nature and scope.
Performance Indicators:
Discuss the nature of digital marketing (PR:462, LAP-PR-462) (SP)
Explain ethical considerations in digital marketing (PR:463, LAP-PR-463) (SP)
Performance Element: Understand the use of direct marketing to attract attention and to build brand.
Performance Indicators:
Discuss types of direct mail tactics (PR:301) (SP)
Explain the nature of online advertising (e.g., email, search, social media, display, mobile) (PR:164) (SP)
Explain the nature of email marketing tactics (PR:165) (SP)
Explain the role of business websites in digital marketing (PR:364) (SP)
Explain the use of social media for digital marketing (PR:365, LAP-PR-365) (SP)
Describe the use of blogging for marketing communications (PR:281) (SP)
Explain the use of RSS feeds (PR:324) (SP)
Discuss the use of podcasts/webcasts (PR:298) (SP)
Discuss the use of social bookmarking/tagging (PR:300) (SP)
Explain the use of video/images for digital marketing (PR:366) (SP)
Describe mobile marketing tactics (PR:276) (SP)
Explain mobile marketing applications (PR:367) (SP)
Discuss the use of search engine optimization tactics for digital marketing (PR:299, LAP-PR-299) (SP)
Performance Element: Develop content for use in marketing communications to create interest in product/business/idea.
Performance Indicators:
Identify effective advertising headlines (PR:330) (SP)
Explain the use of storytelling in marketing (PR:388) (SP)
Describe the nature of copy strategies (PR:126) (SP)
Write copy for advertisements (PR:368) (SP)
Critique ad copy (PR:369) (MN)
Discuss the nature of effective direct-mail copy (PR:294) (SP)
Write direct-mail letters (PR:122) (SP)
Critique direct mail copy (PR:307) (MN)
Describe the nature of effective internet ad copy (PR:279) (SP)
Write email marketing copy (PR:362) (SP)
Execute targeted emails (PR:166) (SP)
Write content for use on the website (PR:370) (SP)
Write content for use in social media (PR:371) (SP)
Maintain a consistent brand voice in social content (PR:389) (SP)
Develop and package content for social distribution (PR:390) (SP)
Explain the nature of effective mobile ad copy (PR:318) (SP)
Write mobile marketing content (PR:372) (SP)
Assess marketing promotional content in digital media (PR:262) (MN)
Repurpose content for use in multiple platforms (PR:373) (SP)
Develop content marketing strategy (PR:374) (MN)
Measure content marketing results (PR:375) (MN)
Performance Element: Understand design principles to be able to communicate needs to designers.
Performance Indicators:
Describe the use of color in advertisements (PR:123) (SP)
Describe the elements of design (PR:222) (SP)
Explain the use of illustrations in advertisements (PR:322) (SP)
Discuss the nature of typography (PR:295) (SP)
Explain type styles used in advertisements (PR:326) (SP)
Describe effective advertising layouts (PR:275) (SP)
Identify types of drawing media (PR:334) (SP)
Explain the impact of color harmonies on composition (PR:314) (SP)
Describe digital color concepts (PR:274) (SP)
Performance Element: Participate in company’s community outreach involvement to foster a positive company image and to meet other professionals.
Performance Indicators:
Explain the importance of company involvement in community activities (PR:315) (SP)
Propose community issues for company involvement (PR:347) (SP)
Participate in community outreach activities (PR:341) (SP)
Performance Element: Critique advertisements to ensure achievement of marketing communications goals/objectives.
Performance Indicators:
Check advertising proofs (PR:130) (SP)
Evaluate storyboards for broadcast advertisements (PR:309) (MN)
Assess collateral pieces for direct marketing (PR:261) (MN)
Critique advertisements (PR:272) (MN)
Performance Element: Understand how a website presence can be used to promote business/product.
Performance Indicators:
Explain website-development process (PR:328) (SP)
Identify strategies for attracting targeted audience to website (PR:333) (SP)
Identify technologies to improve website ranking/positioning on search engines/directories (PR:278) (MN)
Explain website linking strategies (PR:327) (MN)
Identify website design/components (PR:336) (MN)
Performance Element: Manage media planning and placement to enhance return on marketing investment.
Performance Indicators:
Determine advertising reach of media (PR:225) (SP)
Read media schedule (PR:348) (SP)
Calculate media costs (PR:009) (SP)
Select advertising media (PR:010) (MN)
Choose appropriate media outlets (PR:230) (MN)
Negotiate terms with media owner (PR:340) (SP)
Schedule ads and commercials (PR:131) (SP)
Select placement of advertisements (PR:132) (SP)
Buy ad space/time (PR:104) (SP)
Identify techniques to increase ad response time (PR:231) (SP)
Set media buying objectives (PR:357) (MN)
Plan strategy to guide media-buying process (PR:344) (MN)
Develop a media plan (includes budget, media allocation, and timing of ads) (PR:285) (MN)
Performance Element: Leverage media buys to maximize marketing investment.
Performance Indicators:
Select strategies to leverage media buys (PR:354) (MN)
Implement strategies to leverage media buys (PR:338) (MN)
Performance Element: Utilize publicity to inform stakeholders of business activities.
Performance Indicators:
Explain the impact of digital techniques on public relations practices (PR:376) (SP)
Write a press release (PR:057) (SP)
Create a public-service announcement (PR:268) (SP)
Create a press kit (PR:226) (SP)
Coordinate press releases (PR:138) (MN)
Cultivate media relationships (PR:185) (SP)
Evaluate media relations (PR:377) (MN)
Obtain publicity (PR:055) (MN)
Performance Element: Utilize publicity/public-relations activities to create goodwill with stakeholders.
Performance Indicators:
Analyze costs/benefits of company participation in community activities (PR:056) (SP)
Explain current issues/trends in public relations (PR:313) (SP)
Describe the use of crisis management in public relations (PR:282) (SP)
Develop a customer retention plan (PR:378) (MN)
Create a public-relations campaign (PR:239) (MN)
Develop a public-relations plan (PR:088) (MN)
Performance Element: Employ sales-promotion activities to inform or remind customers of business/product.
Performance Indicators:
Create promotional signage (PR:391) (SP)
Collaborate in the design of slogans/taglines (PR:266) (SP)
Set and develop strategy for brand identifiers (e.g., marks, characters, etc.) (PR:356) (MN)
Collaborate in the design of collateral materials to promote frequency/loyalty marketing program (PR:233) (SP)
Explain considerations in designing a frequency/loyalty marketing program (PR:215) (MN)
Develop frequency/loyalty marketing strategy (PR:288) (MN)
Analyze use of specialty promotions (PR:106) (MN)
Participate in the design of collateral materials to promote special events (PR:234) (SP)
Develop strategy for creating a special event (PR:218) (MN)
Set up cross-promotions (PR:235) (SP)
Explain how businesses can use trade-show/exposition participation to communicate with targeted audiences (PR:254) (SP)
Participate in trade shows/expositions (PR:236) (SP)
Explain considerations used to evaluate whether to participate in trade shows/expositions (PR:255) (SP)
Develop a sales-promotion plan (PR:094) (MN)
Performance Element: Develop marketing/creative briefs to apprise staff and client of promotional strategy.
Performance Indicators:
Discuss the use of marketing/creative briefs (PR:297) (SP)
Prepare marketing/creative briefs (PR:345) (MN)
Performance Element: Work with advertising agency to create marketing communications.
Performance Indicators:
Explain the use of advertising agencies (PR:081) (SP)
Select advertising agency (PR:350) (MN)
Evaluate advertising agency work (PR:303) (MN)
Performance Element: Plan marketing communications to maximize effectiveness and to minimize costs.
Performance Indicators:
Explain the nature of a promotional plan (PR:073) (SP)
Coordinate activities in the promotional mix (PR:076) (SP)
Develop communications objectives (PR:287) (MN)
Develop promotional-mix activities (PR:289) (MN)
Develop advertising plans to achieve communications objectives (PR:286) (MN)
Use past advertisements to aid in promotional planning (PR:075) (MN)
Develop sales promotion plan to achieve communications objectives (PR:292) (MN)
Develop offline campaign to drive traffic to online platforms (PR:380) (MN)
Develop public relations/publicity plan to achieve communications objectives (PR:290) (MN)
Determine appropriateness of promotional strategy across product lines (PR:159) (MN)
Establish promotional mix (PR:237) (MN)
Prepare advertising budget (PR:160) (MN)
Prepare promotional budget (PR:098) (MN)
Develop an advertising campaign (PR:079) (MN)
Develop digital marketing campaign (PR:382, LAP-PR-382) (MN)
Develop digital marketing strategies (PR:383) (MN)
Develop social media plan (PR:384) (MN)
Develop an integrated approach for social media content creation (PR:392) (MN)
Develop promotional plan for a business (PR:097) (MN)
Develop a communications audit plan (PR:385) (MN)
Performance Element: Utilize outside agency/consultant to aid in promotional planning and development.
Performance Indicators:
Create written briefs for outside agencies/consultants (PR:271) (SP)
Assess outside agency/consultant relationships (PR:265) (MN)
Performance Element: Implement and monitor promotional activities to maximize return on promotional efforts.
Performance Indicators:
Monitor user-generated content (UGC) (PR:393) (SP)
Moderate social chats (PR:394) (SP)
Leverage social networks for customer engagement (PR:379) (SP)
Implement strategies to grow social-media following (PR:395) (SP)
Implement digital marketing campaign (PR:381) (SP)
Manage day-to-day content on social platforms (PR:396) (MN)
Implement strategies for advertising campaign (PR:337) (MN)
Follow up with media on “make-good advertisements” (PR:329) (MN)
Manage risks associated with the content of digital messages (PR:397) (MN)
Implement an integrated social-media strategy (PR:398) (MN)
Manage promotional allowances (PR:071) (MN)
Performance Element: Evaluate long-term and short-term results of promotional efforts.
Performance Indicators:
Evaluate creative work (PR:305) (MN)
Identify ways to track marketing-communications activities (PR:335) (SP)
Select metrics to measure effectiveness of marketing communications (PR:353) (MN)
Identify metrics to assess results of promotional efforts (PR:256) (MN)
Implement metrics to assess results of promotional efforts (PR:257) (MN)
Evaluate effectiveness of advertising (PR:013) (MN)
Quantify contribution of social media (metrics and goals, finding what is good, measuring and adjusting on the fly, reporting and sharing insights) (PR:386) (MN)
Evaluate allocation of promotional effort (PR:304) (MN)
Assess web analytics (PR:387) (MN)
Evaluate media’s contribution to campaign’s effectiveness (PR:308) (MN)
Evaluate digital marketing efforts (PR:306) (MN)
Analyze costs/benefits of direct marketing (PR:259) (MN)
Assess direct-marketing strategy (PR:263) (MN)
Measure results of promotional mix (PR:238) (MN)
Standard: Understands the concepts and actions needed to determine client needs and wants and respond through planned, personalized communication that influences purchase decisions and enhances future business opportunities
Performance Element: Acquire product knowledge to be equipped to solve customer/ client’s problems.
Performance Indicators:
Acquire knowledge of client’s products/brands (SE:360) (CS)
Performance Element: Utilize sales processes and techniques to determine and satisfy customer needs.
Performance Indicators:
Pitch marketing communications idea to client (SE:347) (SP)
Present an advertising campaign to clients (SE:395) (SP)
Performance Element: Utilize sales-support activities to increase customer satisfaction.
Performance Indicators:
Provide service after the sale (SE:398) (SP)