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8125 Digital and Social Media Marketing Digital and Social Media Marketing 8125 36 weeks Table of Contents Acknowledgments ......................................................................................................................................... 2 Task Essentials Table ..................................................................................................................................... 3 Curriculum Framework ................................................................................................................................. 5 Understanding Principles of Marketing ......................................................................................................... 5 Understanding Fundamentals of Digital and Social Media Marketing ....................................................... 16 Understanding Consumers in Digital and Social Media Marketing ............................................................ 20 Exploring Branding in Digital and Social Media Marketing ....................................................................... 23 Exploring the Ethical, Legal, and Security Aspects of Digital and Social Media Marketing ..................... 26 Understanding Tools and Tactics for Digital and Social Media Marketing ................................................ 31 Exploring Strategy as it Relates to Promotions and Advertising ................................................................. 39 Measuring Success in Digital and Social Media Marketing ........................................................................ 45 Understanding Marketing Plans .................................................................................................................. 49 Preparing for a Career in Digital and Social Media Marketing ................................................................... 52 SOL Correlation by Task ............................................................................................................................. 57 DECA, Inc. Information .............................................................................................................................. 62 Related DECA, Inc. Competitive Events ..................................................................................................... 64 Teacher Resources ....................................................................................................................................... 70 Entrepreneurship Infusion Units .................................................................................................................. 71 Appendix: Credentials, Course Sequences, and Career Cluster Information .............................................. 72 1 Acknowledgments The components of this instructional framework were developed by the following curriculum development panelists: Tyler Byrum, Associate Editor, NBC Sports Washington, Bethesda, Maryland Mallory Cromer, Instructor, Broadway High School, Rockingham County Public Schools Amy DuFour, Director of Marketing, Capital Ale House and Fest Biergarten, Richmond Janai Eley, Instructor, Booker T. Washington High School, Norfolk City Public Schools Raelyn Hamilton, Instructor, Sherando High School, Frederick County Public Schools Sarah Hinkhouse, Instructor, South County High School, Fairfax County Public Schools Mark LaFrance, Assistant Athletic Director, Communications, George Mason University, Fairfax Maureen Nasser, Associate Athletic Director, Communications, George Mason University, Fairfax Joseph Ovard, Customer Success Manager, Stukent, Inc., Idaho Falls, Idaho Melissa Talley, Instructor, Turner Ashby High School, Rockingham County Public Schools Kimberly Thompson, Instructor, Varina High School, Henrico County Public Schools Avonda Turner, Instructor, Meadowbrook High School, Chesterfield County Public Schools Sarah White, Chief Operations Officer, YHR Holdings DBA, Merrifield Eric Woodall, Associate Vice President, Marketing, George Mason University, Fairfax Correlations to the Virginia Standards of Learning were reviewed and updated by: Leslie R. Bowers, English Teacher (ret.), Newport News Public Schools Vickie L. Inge, Mathematics Committee Member, Virginia Mathematics and Science Coalition Anne F. Markwith, New Teacher Mentor (Science), Gloucester County Public Schools Michael L. Nagy, Social Studies Department Chair, Rustburg High School, Campbell County Public Schools The framework was edited and produced by the CTE Resource Center: Nathan K. Pope, Writer/Editor Kevin P. Reilly, Administrative Coordinator Sharon Acuff, Specialist, Marketing and Related Clusters Dr. J. Anthony Williams, Curriculum and Instruction Coordinator Dr. David S. Eshelman, Director, Workforce Development and Initiatives George R. Willcox, Director, Operations and Accountability Office of Career, Technical, and Adult Education Virginia Department of Education 2 Copyright © 2021 Course Description Suggested Grade Level: 9 or 10 or 11 or 12 This course introduces students to digital and social media marketing. Students explore principles, strategies, tools, and tactics related to consumers, branding, advertising, and promotions. Students explore how success is measured in a digital and social media marketing campaign. This course emphasizes ethics, laws, and security. Students also investigate business and marketing plans, as well as careers in digital and social media marketing. This course reinforces mathematics, science, English, and history and social science Standards of Learning. Computer/technology applications and DECA activities enhance the course. DECA, the co- curricular student organization, offers opportunities in leadership, community, and competitive events. Task Essentials Table • Tasks/competencies designated by plus icons ( ) in the left-hand column(s) are essential • Tasks/competencies designated by empty-circle icons ( ) are optional • Tasks/competencies designated by minus icons ( ) are omitted • Tasks marked with an asterisk (*) are sensitive. Task 8125 Tasks/Competencies Number Understanding Principles of Marketing 39 Identify economic concepts related to marketing. 40 Explain the marketing concept and its application in a digital environment. 41 Explain the marketing mix. 42 Explain the functions of marketing and the application of each in a digital environment. 43 Describe channels of distribution. 44 Explain the purpose of marketing research. 45 Define positioning as it relates to marketing. 46 Explain the product life cycle and the importance of developing new products/services to stay competitive. 47 Relate traditional marketing strategies to digital marketing. 48 Identify technology used in marketing tasks. 49 Analyze the impact of technology on marketing. Understanding Fundamentals of Digital and Social Media Marketing 50 Describe the different types of social media platforms and how to navigate them. 51 Explain essential terms and components related to digital and social 3 Task 8125 Tasks/Competencies Number media marketing. 52 Describe outbound and inbound marketing. 53 Describe the effects of digital and social media marketing on business. 54 Examine recent trends in digital and social media marketing. Understanding Consumers in Digital and Social Media Marketing 55 Distinguish among market identification, market segmentation, and target marketing. 56 Describe the characteristics of consumers. 57 Identify the role of customer relationship management (CRM) and database management in acquiring and retaining customers. Exploring Branding in Digital and Social Media Marketing 58 Describe branding and its importance in digital and social media marketing. 59 Identify the importance of building a brand. 60 Demonstrate strategies in brand management. Exploring the Ethical, Legal, and Security Aspects of Digital and Social Media Marketing 61 Explain legal issues related to digital and social media marketing. 62 Examine ethical issues related to digital and social media marketing. 63 Explain how policies influence digital and social media marketing. 64 Outline cybersecurity issues and strategies related to digital and social media marketing. 65 Describe the importance of registration and protection of domain names. Understanding Tools and Tactics for Digital and Social Media Marketing 66 Demonstrate web searching techniques and strategies. 67 Identify the importance of reputation management in digital and social media marketing. 68 Describe the components of an online marketing strategy and their uses. 69 Determine how email can be used for marketing. 70 Describe social media strategies. 71 Describe the importance of using a scheduling tool for social media marketing. 72 Explain the importance of streaming video to digital and social media marketing. 73 Explain the concept of search engine marketing (SEM). 74 Explain the concept and best practices of search engine optimization (SEO). 75 Explain partnership opportunities in digital and social media marketing. Exploring Strategy as it Relates to Promotions and Advertising 76 Describe the purposes of an online presence. 77 Establish goals and objectives for a website. 78 Identify criteria for effective and functional web design. 4 Task 8125 Tasks/Competencies Number 79 Demonstrate writing strategies in digital and social media marketing. 80 Describe the elements of the promotional mix and the importance of each in digital and social media marketing. 81 Describe various types of digital advertising. Measuring Success in Digital and Social Media Marketing 82 Describe the importance of measuring,
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