Common Planner
K–12 Standards

Promotion and Digital Marketing (8.451)(2021)

Other Georgia CTAE sets

Promotion and Digital Marketing (8.451)

  • MKT-PDM-1.

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

    1. 1.

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

    2. 2.

      1.3 Demonstrate creativity by asking challenging questions and applying innovative procedures and methods.MKT-PDM-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-PDM-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-PDM-1.5

    5. 6.

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

  • MKT-PDM-2.

    Analyze the social and economic impact of the evolving advertising and promotion industry on society.MKT-PDM-2

    1. 1.

      Discuss the economic and social effects of advertising/promotion.MKT-PDM-2.1

    2. 2.

      Research and discuss current trends in the evolving advertising and promotion industry.MKT-PDM-2.2

    3. 3.

      Identify factors affecting international marketing communication and promotion.MKT-PDM-2.3

    4. 4.

      Describe the importance of business ethics in promotion.MKT-PDM-2.4

    5. 5.

      Explain the industry regulations, company regulations, and laws affecting promotion.MKT-PDM-2.5

    6. 6.

      Describe the use of technology, social media, and digital advertising in the promotion of products and services.MKT-PDM-2.6

    7. 7.

      Describe the impact of artificial intelligence technology on the promotion industry.MKT-PDM-2.7

  • MKT-PDM-3.

    Analyze the role of the promotional mix in a competitive economic environment.MKT-PDM-3

    1. 1.

      Identify and define the elements of the promotional mix.MKT-PDM-3.1

    2. 2.

      Distinguish the differences between marketing and promotional strategy.MKT-PDM-3.2

    3. 3.

      Analyze the impact of digital marketing on the elements of the promotional mix.MKT-PDM-3.3

    4. 4.

      Explain the factors used to position products or services and the importance of positioning in marketing communications.MKT-PDM-3.4

    5. 5.

      Analyze the role of branding and trademarks as they relate to the elements of the promotional mix.MKT-PDM-3.5

    6. 6.

      Discuss the impact of branding (e.g., on competition among various products, on customer's perception of products etc.).MKT-PDM-3.6

  • MKT-PDM-4.

    Apply marketing information management techniques used to analyze the potential market, customer needs, product utility and promotions.MKT-PDM-4

    1. 1.

      Explain the role of ethics in marketing-information management.MKT-PDM-4.1

    2. 2.

      Identify the role that data plays in the evolving media and digital marketing landscape.MKT-PDM-4.2

    3. 3.

      Describe the use of technology in the marketing-information management function.MKT-PDM-4.3

    4. 4.

      Describe the role of social media in marketing research.MKT-PDM-4.4

    5. 5.

      Describe options businesses use to obtain marketing-research data (primary and secondary research).MKT-PDM-4.5

    6. 6.

      Explain characteristics of effective data-collection instruments.MKT-PDM-4.6

    7. 7.

      Analyze techniques for processing marketing data.MKT-PDM-4.7

    8. 8.

      Apply marketing research techniques to identify market segments and select a target market for products.MKT-PDM-4.8

    9. 9.

      Describe how various metrics are utilized to evaluate advertisements and promotions.MKT-PDM-4.9

    10. 10.

      Explain metrics such as reach, engagement, impressions, and followers.MKT-PDM-4.10

    11. 11.

      Identify databases and explain considerations for utilizing them in the advertising industry.MKT-PDM-4.11

  • MKT-PDM-5.

    Distinguish and summarize the steps in planning for advertising campaigns.MKT-PDM-5

    1. 1.

      Explain the importance of coordinating elements in advertisements.MKT-PDM-5.1

    2. 2.

      Discuss the use of creative briefs in marketing and advertising.MKT-PDM-5.2

    3. 3.

      Identify and compare the advertising reach of different forms of media.MKT-PDM-5.3

    4. 4.

      Recommend and justify the advertising media for a product or service.MKT-PDM-5.4

    5. 5.

      Determine the channels to be used for both business-to-business (B2B) and business-to- consumer (B2C) promotions.MKT-PDM-5.5

    6. 6.

      Choose the promotional mix for a media campaign.MKT-PDM-5.6

    7. 7.

      Compose and present a promotional pitch idea.MKT-PDM-5.7

    8. 8.

      Evaluate and summarize the results achieved from an executed advertising campaign.MKT-PDM-5.8

  • MKT-PDM-6.

    Summarize and apply the concepts and strategies needed to communicate information about products, services, images, and ideas to achieve a desired outcome using print and digital media.MKT-PDM-6

    1. 1.

      Identify effective advertising headlines.MKT-PDM-6.1

    2. 2.

      Describe the nature of effective ad copy for different forms of media (print, digital).MKT-PDM-6.2

    3. 3.

      Obtain a basic understanding of color relationships on a color wheel (primary, secondary, tertiary).MKT-PDM-6.3

    4. 4.

      Recognize and explain the difference between tint, hue, shade and tone.MKT-PDM-6.4

    5. 5.

      Describe digital color concepts [e.g., Red-Green-Blue (RGB), Cyan-Magenta-Yellow-Black (CMYK)].MKT-PDM-6.5

    6. 6.

      Explain the impact of color harmonies (complementary, analogous, and triadic color schemes) on composition.MKT-PDM-6.6

  • MKT-PDM-7.

    Construct the concepts and strategies needed to communicate information about products, services, images, and ideas to achieve publicity.MKT-PDM-7

    1. 1.

      Explain the nature of word-of-mouth (WOM) strategies.MKT-PDM-7.1

    2. 2.

      Determine all the stakeholders that can impact a business either directly or indirectly.MKT-PDM-7.2

    3. 3.

      Discuss the role of customer voice in word-of-mouth strategies.MKT-PDM-7.3

    4. 4.

      Explain the nature of buzz marketing and the execution of marketing techniques.MKT-PDM-7.4

    5. 5.

      Explain the use of celebrities/influencers as a word-of-mouth (WOM) strategy.MKT-PDM-7.5

    6. 6.

      Explain the impact of digital techniques on public relations practices.MKT-PDM-7.6

  • MKT-PDM-8.

    Develop and implement a public relations media campaign.MKT-PDM-8

    1. 1.

      Explain the role of public relations and the importance of media relationships as a component of a promotions mix.MKT-PDM-8.1

    2. 2.

      Identify objectives and goals for a public relations media plan.MKT-PDM-8.2

    3. 3.

      Formulateamessageforanappropriatetargetmarket.MKT-PDM-8.3

    4. 4.

      Research and plan public relations opportunities and communication vehicles.MKT-PDM-8.4

    5. 5.

      Compose a press release.MKT-PDM-8.5

    6. 6.

      Create a schedule for a public relations campaign.MKT-PDM-8.6

    7. 7.

      Create a digital media press kit.MKT-PDM-8.7

  • MKT-PDM-9.

    Calculate media costs that affect the elements of the promotional mix.MKT-PDM-9

    1. 1.

      Identifythefactorsthataffectthecostsofallmedia.MKT-PDM-9.1

    2. 2.

      Differentiate between the advantages and disadvantages of each type of media based upon costs and effectiveness of the message.MKT-PDM-9.2

    3. 3.

      Determinetheadvertisingreachofvariousformsofmedia.MKT-PDM-9.3

    4. 4.

      Analyze the impact of digital marketing channels by calculating ROI (return-on-investment) and ROAS (return-on-ad-spend).MKT-PDM-9.4

    5. 5.

      Explain the use of PPC (pay-per-click) in digital advertising.MKT-PDM-9.5

    6. 6.

      Examine the importance of co-op advertising to a business.MKT-PDM-9.6

    7. 7.

      Explain considerations used to evaluate whether to participate in trade shows/expositions.MKT-PDM-9.7

    8. 8.

      Examine the factors affecting media choice.MKT-PDM-9.8

    9. 9.

      Compare and contrast reach vs frequency and recommend how each can be used in media planning.MKT-PDM-9.9

  • MKT-PDM-10.

    Demonstrate techniques used in executing a promotion plan.MKT-PDM-10

    1. 1.

      Create advertising layouts.MKT-PDM-10.1

    2. 2.

      Develop advertising headlines, select illustrations and typestyle for advertisements.MKT-PDM-10.2

    3. 3.

      Compose promotional messages that appeal to targeted markets.MKT-PDM-10.3

    4. 4.

      Examine advertising proofs.MKT-PDM-10.4

    5. 5.

      Develop concepts for a broadcast advertisement.MKT-PDM-10.5

    6. 6.

      Explain the use of direct advertising strategies.MKT-PDM-10.6

    7. 7.

      Develop collateral pieces for direct-mail advertising.MKT-PDM-10.7

    8. 8.

      Explain the practice of online advertising in the promotion industry.MKT-PDM-10.8

    9. 9.

      Describe the use of e-mail marketing in the promotion industry.MKT-PDM-10.9

    10. 10.

      Design sales promotion materials.MKT-PDM-10.10

  • MKT-PDM-11.

    Design and implement a multi-media branding strategy.MKT-PDM-11

    1. 1.

      Determine the target audience for a brand.MKT-PDM-11.1

    2. 2.

      Develop a brand identity (look and feel).MKT-PDM-11.2

    3. 3.

      Identify dimensions of brand personality and voice.MKT-PDM-11.3

    4. 4.

      Articulate a brand story.MKT-PDM-11.4

    5. 5.

      Communicate the importance of having a business presence on social media platforms.MKT-PDM-11.5

    6. 6.

      Research and list best practices in developing content for social media promotion.MKT-PDM-11.6

    7. 7.

      Monitor online brand presence and reputation.MKT-PDM-11.7

  • MKT-PDM-12.

    Recognize data measurement tools, analytics, and key performance indicators for advertising and digital marketing.MKT-PDM-12

    1. 1.

      Identify various key performance indicators (KPI) utilized to assess marketing objectives.MKT-PDM-12.1

    2. 2.

      Utilize web and social media analytics tools to evaluate a promotion campaign.MKT-PDM-12.2

    3. 3.

      Explain how SEO (search engine optimization) works to increase the effectiveness of digital marketing.MKT-PDM-12.3

    4. 4.

      Make recommendations how a website can improve organic search rankings.MKT-PDM-12.4

    5. 5.

      Describe how a bounce rate is calculated and how it is utilized to measure the effectiveness of a website.MKT-PDM-12.5

    6. 6.

      Explain how CPC (cost-per-click), CPP (cost-per-point) and CPM (cost-per-thousand) are calculated and what they represent.MKT-PDM-12.6

    7. 7.

      Discuss goals for analytics and identify conversion points.MKT-PDM-12.7

  • MKT-PDM-13.

    Investigate and explain the concepts and strategies needed to communicate information about products, services, images, and ideas to achieve a desired outcome using digital marketing communications media.MKT-PDM-13

    1. 1.

      Explain the nature of online advertising (e.g., social media, online gaming, display ads, pop- up ads, pay-per-click ads).MKT-PDM-13.1

    2. 2.

      Explain the nature of targeted emails.MKT-PDM-13.2

    3. 3.

      Explain the role of business websites in digital marketing.MKT-PDM-13.3

    4. 4.

      Explain the use of video and images for digital marketing.MKT-PDM-13.4

    5. 5.

      Discuss the role of audio recordings such as podcasts in digital marketing.MKT-PDM-13.5

    6. 6.

      Research and explain OTT (over the top) targeted ad delivery.MKT-PDM-13.6

  • MKT-PDM-14.

    Identify potential career opportunities in the Marketing Communications and Promotion pathway with appropriate career path credentials.MKT-PDM-14

    1. 1.

      Identify appropriate individual career titles and career paths within the Marketing Communications & Promotion pathway.MKT-PDM-14.1

    2. 2.

      Determine the education, skills, and training needed to enter a selected career in the Marketing Communications & Promotion pathway.MKT-PDM-14.2

    3. 3.

      Conduct a self-assessment of the Marketing Communications & Promotion pathway skill set.MKT-PDM-14.3

    4. 4.

      Create a career plan to obtain the education, skills, and training needed to enter a selected sales or promotion career.MKT-PDM-14.4

    5. 5.

      Explain factors affecting the growth and development of the marketing communications industry including a global perspective.MKT-PDM-14.5

    6. 6.

      Identify requirements for professional certifications in the Marketing Communications and Promotion career pathway.MKT-PDM-14.6

    7. 7.

      Assess the services of professional organizations in the Marketing Communications & Promotion pathway.MKT-PDM-14.7

  • MKT-PDM-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-PDM-15

    1. 1.

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

    2. 2.

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