Common Planner
K–12 Standards

Integrated Marketing Communications (8.452)(2021)

Other Georgia CTAE sets

Integrated Marketing Communications (8.452)

  • MKT-IMC-1.

    Demonstrate employability skills required by business and industry.MKT-IMC-1

    1. 1.

      Communicate effectively through writing, speaking, listening, reading, and interpersonal abilities.MKT-IMC-1.1

    2. 2.

      Demonstrate creativity by asking challenging questions and applying innovative procedures and methods.MKT-IMC-1.2

    3. 4.

      Model work readiness traits required for success in the workplace including integrity, honesty, accountability, punctuality, time management, and respect for diversity.MKT-IMC-1.4

    4. 5.

      Apply the appropriate skill sets to be productive in a changing, technological, diverse workplace to be able to work independently and apply team work skills.MKT-IMC-1.5

    5. 6.

      Present a professional image through appearance, behavior and language.MKT-IMC-1.6

  • MKT-IMC-2.

    Formulate and apply the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities.MKT-IMC-2

    1. 1.

      Explain business ethics in product/service management.MKT-IMC-2.1

    2. 2.

      Identify consumer protection provisions of appropriate agencies.MKT-IMC-2.2

    3. 3.

      Describe the use of technology in the product/service management function.MKT-IMC-2.3

    4. 4.

      Describe services offered by the marketing-communications industry.MKT-IMC-2.4

    5. 5.

      Generate marketing communications ideas.MKT-IMC-2.5

    6. 6.

      Explain the nature of product extension in services marketing.MKT-IMC-2.6

    7. 7.

      Recommend product offerings based on current trends.MKT-IMC-2.7

  • MKT-IMC-3.

    Distinguish the tools, techniques, and systems that businesses use to analyze the effectiveness of marketing communications.MKT-IMC-3

    1. 1.

      Describe current issues and trends in marketing communications.MKT-IMC-3.1

    2. 2.

      Obtain a basic understanding of analytics.MKT-IMC-3.2

    3. 3.

      Recognize social media analytics and navigate the tools available.MKT-IMC-3.3

    4. 4.

      Identify which metrics are important to track for social media marketing.MKT-IMC-3.4

    5. 5.

      Describe what is comprised in a social media analytics plan.MKT-IMC-3.5

    6. 6.

      Explain the importance and the steps of a social media audit.MKT-IMC-3.6

    7. 7.

      Conduct a social media audit.MKT-IMC-3.7

  • MKT-IMC-4.

    Develop a logical argument about the concepts and strategies needed to communicate information about products, services, images, and ideas to achieve a desired outcome.MKT-IMC-4

    1. 1.

      Explain the marketing communications development process.MKT-IMC-4.1

    2. 2.

      Explain the use of product placement in media.MKT-IMC-4.2

    3. 3.

      Repurpose content for use in multiple platforms.MKT-IMC-4.3

    4. 4.

      Identify benefits of diversifying media.MKT-IMC-4.4

    5. 5.

      Identify techniques to increase ad response time.MKT-IMC-4.5

    6. 6.

      Explain reach and frequency and the concept of impression- based marketing.MKT-IMC-4.6

    7. 7.

      Discuss the concepts of social engagement.MKT-IMC-4.7

    8. 8.

      Describe referral programs that can be used to build brands and promote products.MKT-IMC-4.8

    9. 9.

      Describe considerations in developing brand ambassadors.MKT-IMC-4.9

  • MKT-IMC-5.

    Create and implement a fully integrated marketing campaign.MKT-IMC-5

    1. 1.

      Conduct a SWOT Analysis of a business to prepare for an integrated marketing campaign (IMC).MKT-IMC-5.1

    2. 2.

      Describe the importance of integrated marketing communications.MKT-IMC-5.2

    3. 3.

      Compose objectives for an integrated marketing campaign (IMC).MKT-IMC-5.3

    4. 4.

      Integrate and plan marketing communications efforts.MKT-IMC-5.4

    5. 5.

      Evaluate budget considerations for a marketing communications plan.MKT-IMC-5.5

    6. 6.

      Identify the key performance indicators (KPI) and explain how to monitor an IMC.MKT-IMC-5.6

  • MKT-IMC-6.

    Investigate the tools, strategies, and systems needed to access, process, maintain, evaluate, and disseminate information to assist marketing information decision-making.MKT-IMC-6

    1. 1.

      Discuss the nature and types of sampling plans (e.g., who, how many, how chosen).MKT-IMC-6.1

    2. 2.

      Compare and contrast different types of rating scales (e.g., Likert scales, semantic differential scales, behavior intention scales).MKT-IMC-6.2

    3. 3.

      Evaluate questionnaire design (e.g., types of questions, question wording, routing, sequencing, length, and layout).MKT-IMC-6.3

    4. 4.

      Conduct a market analysis (e.g., market size, area, potential).MKT-IMC-6.4

    5. 5.

      Develop and administer a market research survey.MKT-IMC-6.5

    6. 6.

      Analyze and present the results of a market research survey.MKT-IMC-6.6

    7. 7.

      Monitor competitor's promotional efforts.MKT-IMC-6.7

    8. 8.

      Track and list current trends in industry.MKT-IMC-6.8

  • MKT-IMC-7.

    Analyze the concepts and strategies utilized in determining and adjusting prices to maximize return and meet customers' perceptions of value.MKT-IMC-7

    1. 1.

      Describe the role of business ethics in pricing.MKT-IMC-7.1

    2. 2.

      Discuss the role of various pricing strategies for promotions.MKT-IMC-7.2

    3. 3.

      Research competitor's pricing.MKT-IMC-7.3

    4. 4.

      Explain the use of technology in the pricing function.MKT-IMC-7.4

    5. 5.

      Develop pricing models for products offered.MKT-IMC-7.5

    6. 6.

      Determine profit margins.MKT-IMC-7.6

  • MKT-IMC-8.

    Summarize 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.MKT-IMC-8

    1. 1.

      Acquire knowledge of a potential client's products and brands.MKT-IMC-8.1

    2. 2.

      Determine needs and wants of a client for a promotional campaign.MKT-IMC-8.2

    3. 3.

      Calculate a budget and range of costs for a promotional campaign.MKT-IMC-8.3

    4. 4.

      Develop a formal presentation of a promotion campaign for a business client.MKT-IMC-8.4

    5. 5.

      Utilize persuasion tactics to promote ideas for marketing communications.MKT-IMC-8.5

    6. 6.

      Present a marketing communications plan to a client.MKT-IMC-8.6

    7. 7.

      Demonstrate use of audiovisual aides.MKT-IMC-8.7

  • MKT-IMC-9.

    Differentiate the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome using social communications media.MKT-IMC-9

    1. 1.

      Compare and contrast various platforms for digital marketing.MKT-IMC-9.1

    2. 2.

      Identify methods and sources available to measure effectiveness of digital marketing and social media.MKT-IMC-9.2

    3. 3.

      Discuss considerations in using mobile technology for promotional activities including comparing the capabilities of Short Message Service (SMS) with Multi-media Message Service (MMS).MKT-IMC-9.3

    4. 4.

      Describe the use of blogging for marketing communications.MKT-IMC-9.4

    5. 5.

      Explain the use of Really Simple Syndication (RSS) feeds.MKT-IMC-9.5

    6. 6.

      Describe mobile marketing tactics (e.g., geo-fencing).MKT-IMC-9.6

    7. 7.

      Develop content for use in social media including formatting and placement sizing.MKT-IMC-9.7

    8. 8.

      Explain how to effectively incorporate video into multimedia.MKT-IMC-9.8

    9. 9.

      Explain considerations in developing viral marketing campaigns.MKT-IMC-9.9

    10. 10.

      Identify strategies for attracting targeted audience to website.MKT-IMC-9.10

    11. 11.

      Identify ways to provide value to an audience on social media.MKT-IMC-9.11

    12. 12.

      Identify organic engagement tactics to build relationships with an audience on social media.MKT-IMC-9.12

    13. 13.

      Utilize a creative brief to plan content for social media posts.MKT-IMC-9.13

    14. 14.

      Develop a content calendar to strategize and plan for consistency in a campaign.MKT-IMC-9.14

    15. 15.

      Implement a digital marketing campaign.MKT-IMC-9.15

  • MKT-IMC-10.

    Identify and interpret the importance of selling to the economy.MKT-IMC-10

    1. 1.

      Explain how selling is an integral part of every major industry.MKT-IMC-10.1

    2. 2.

      Distinguish between wholesale, retail, and professional sales (e.g., business to business selling, use of agents, use of manufacturing representatives).MKT-IMC-10.2

    3. 3.

      Discuss traits of a successful salesperson.MKT-IMC-10.3

    4. 4.

      Explore methods of incentives and compensation.MKT-IMC-10.4

    5. 5.

      Explain the nature of sales forecasts.MKT-IMC-10.5

    6. 6.

      Describe the use of technology, ecommerce, and digital marketing in the selling function.MKT-IMC-10.6

    7. 7.

      Explain the amount of time required to sell a product (e.g., sales cycles).MKT-IMC-10.7

    8. 8.

      Examine the increased importance of ecommerce.MKT-IMC-10.8

  • MKT-IMC-11.

    Explain how consumer behavior affects promotion and marketing communications.MKT-IMC-11

    1. 1.

      Describe and provide examples of the consumer motivation process.MKT-IMC-11.1

    2. 2.

      Explain types of consumer buying behaviors.MKT-IMC-11.2

    3. 3.

      Identify influences on consumer buying behavior.MKT-IMC-11.3

    4. 4.

      Examine applied advertising appeals.MKT-IMC-11.4

    5. 5.

      Evaluate how social media and other technologies have impacted communications and consumer behaviors.MKT-IMC-11.5

    6. 6.

      Explain the role of the conversion funnel in marketing.MKT-IMC-11.6

    7. 7.

      Examine how digital promotions and mobile apps affect consumer behaviors.MKT-IMC-11.7

    8. 8.

      Discuss how geofencing influences target marketing and consumer behavior.MKT-IMC-11.8

  • MKT-IMC-12.

    Analyze and apply the steps needed for an effective sales presentation.MKT-IMC-12

    1. 1.

      Obtain customer and product knowledge needed for an effective presentation.MKT-IMC-12.1

    2. 2.

      Incorporate prospecting techniques to develop a customer base.MKT-IMC-12.2

    3. 3.

      Develop cold-calling skills to initiate customer contact.MKT-IMC-12.3

    4. 4.

      Develop questioning techniques to identify customer needs and wants.MKT-IMC-12.4

    5. 5.

      Identify and resolve customer questions and objections.MKT-IMC-12.5

    6. 6.

      Demonstrate methods for closing the sale.MKT-IMC-12.6

    7. 7.

      Articulate the importance associated with suggestive selling techniques.MKT-IMC-12.7

    8. 8.

      Use feature-benefit selling for an effective sales presentation.MKT-IMC-12.8

    9. 9.

      Utilize appropriate techniques when opening a sales presentation.MKT-IMC-12.9

    10. 10.

      Explain ways to create effective virtual sales presentations.MKT-IMC-12.10

  • MKT-IMC-13.

    Describe the importance of utilizing follow-up techniques after the sale has been completed.MKT-IMC-13

    1. 1.

      Describe the importance of utilizing personal notes concerning sales follow-up.MKT-IMC-13.1

    2. 2.

      Demonstrate an appropriate follow-up phone call.MKT-IMC-13.2

    3. 3.

      Articulate the importance of obtaining positive customer referrals for future sales.MKT-IMC-13.3

    4. 4.

      Identify voice of the customer (VOC) regarding sales process.MKT-IMC-13.4

    5. 5.

      Illustrate ways to follow-up a virtual purchase.MKT-IMC-13.5

    6. 6.

      Describe Customer Relationship Management (CRM) including loyalty and retention marketing.MKT-IMC-13.6

  • MKT-IMC-14.

    Apply the concepts and strategies needed to communicate information about products, services, images, and ideas to achieve a desired outcome using sales promotions.MKT-IMC-14

    1. 1.

      Explain how businesses can use tradeshow/exposition participation to communicate with targeted audiences.MKT-IMC-14.1

    2. 2.

      Explain how sales promotions are used in direct response marketing.MKT-IMC-14.2

    3. 3.

      Collaborate in the design of collateral materials to promote frequency/loyalty marketing program.MKT-IMC-14.3

    4. 4.

      Participate in the design of collateral materials to promote a special event.MKT-IMC-14.4

    5. 5.

      Set up cross-promotions.MKT-IMC-14.5

    6. 6.

      Plan and create visual displays.MKT-IMC-14.6

    7. 7.

      Create promotional signage.MKT-IMC-14.7

  • MKT-IMC-15.

    Examine how related student organizations are integral parts of career and technology education courses through leadership development, school, and community service projects and competitive events.MKT-IMC-15

    1. 1.

      Explain the purpose, mission, objectives, motto, colors, official dress, and other distinguishing characteristics of DECA.MKT-IMC-15.1

    2. 2.

      Explain how participation in DECA can promote lifelong responsibility for community service, professional growth, and development.MKT-IMC-15.2

    3. 3.

      Explore the impact and opportunities DECA can develop to bring business and industry together with education in a positive working relationship through innovative leadership and career development programs.MKT-IMC-15.3

    4. 4.

      Explore the local, state, and national opportunities available to students through participation in DECA including but not limited to conferences, competitions, community service, philanthropy, and other DECA activities.MKT-IMC-15.4

Frequently asked questions

What grade levels do these standards cover?
Grade 9, Grade 10, Grade 11, and Grade 12
When were these standards adopted?
2021
Where can I read the official document?
Georgia Standards of Excellence CTEA Marketing

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