B413 Digital Media Marketing MTCU code - 72900 Program Learning Outcomes *Synopsis of the Vocational Learning Outcomes The graduate has reliably demonstrated the ability to 1. develop a promotion mix for marketing a product or service based on an identified target market. 2. develop pricing strategies which take into account perceived value, competitive pressures, and corporate objectives. 3. develop strategies for the efficient distribution of products and services. 4. determine strategies for developing new products and services that are consistent with evolving market needs. 5. evaluate results of marketing activities using criteria related to budgeted sales, costs, and profits. 6. formulate a marketing plan including marketing objectives, marketing mix, strategies, budgetary considerations, and evaluation criteria. 7. communicate marketing information persuasively and accurately in oral, written, and graphic formats. 8. prepare and deliver a sales presentation. 9. evaluate the viability of marketing a product or service in an international market or markets. 10. conduct primary research on market conditions in order to determine existing and potential levels of activity for particular products and services. 11. apply human resource and leadership knowledge and skills to enhance performance with individuals and teams to contribute to the successful marketing function of an enterprise. 12. employ marketing management techniques in the planning, directing, and controlling of an enterprise. 13. develop personal professional development strategies and plans to enhance leadership, management skills, and marketing expertise. 14. develop strategies to establish working relationships with clients, customers, and consumers
which maintain and strengthen their loyalty to his/her organization. 15. apply the principles of business ethics and corporate social responsibility. 16. prepare the marketing component of a business plan. ELEMENTS OF PERFORMANCE 1. The graduate has reliably demonstrated the ability to develop a promotion mix for marketing a product or service based on an identified target market. 1.1 Select the appropriate medium or media for the marketing of a particular product or service 1.2 Employ a variety of creative strategies in marketing projects 1.3 Analyze statistical data in such areas as past sales, buying habits, consumer preferences, competitors' products, and location demographics 1.4 Create and administer direct marketing 1.5 Apply the concepts of promotion for a variety of products or services 1.6 Employ knowledge of segmentation in targeting customers 1.7 Incorporate evolving technologies (e.g., internet, multimedia) into the promotional plan 2. The graduate has reliably demonstrated the ability to develop pricing strategies which take into account perceived value, competitive pressures, and corporate objectives. 2.1 Consider the prices of competing products when establishing a price 2.2 Identify supply and demand as elements in pricing 2.3 Use statistical data in such areas as past sales, buying habits, consumer preferences, competitors' products, and location demographics 2.4 Apply the fundamental concepts of pricing for a variety of products or services
3. The graduate has reliably demonstrated the ability to develop strategies for the efficient distribution of products and services. 3.1 Identify distribution channels and alternative approaches to distribution 3.2 Identify product availability as a source of competitive advantage 3.3 Determine the appropriate merchandising strategies for a product 3.4 Recognize the role of internal and external partnerships within the channels of distribution 3.5 Recommend appropriate strategies to manage logistical problems and opportunities 4. The graduate has reliably demonstrated the ability to determine strategies for developing new products and services that are consistent with evolving market needs. 4.1 Identify how the nature of a product or service affects its lifecycle 4.2 Take into account segmentation in targeting customers 4.3 Describe how new product development and product modification affect an organization s ability to remain competitive 4.4 Recognize the impact of demographics on the development of new products and services 5. The graduate has reliably demonstrated the ability to evaluate results of marketing activities using criteria related to budgeted sales, costs, and profits. 5.1 Apply the principles of entrepreneurship to the evaluation of marketing activities 5.2 Identify types of budgets and their uses 5.3 Compare actual to projected cost/benefits for all marketing initiatives 5.4 Compare actual market share to projected market share 5.5 Calculate a return on investment
6. The graduate has reliably demonstrated the ability to formulate a marketing plan including marketing objectives, marketing mix, strategies, budgetary considerations, and evaluation criteria. 6.1 Prepare an environmental scan 6.2 Demonstrate knowledge of market segments 6.3 Use secondary data in the preparation of a marketing plan 6.4 Evaluate the marketing environment, market segmentation, and other variables 6.5 Apply knowledge of customer/client behaviour in the design of a marketing plan or strategy 6.6 Analyze the impact of economic, technological, competitive, environmental, social, political, and cultural aspects of society on marketing initiatives 6.7 Apply the principles of entrepreneurship to a marketing plan 6.8 Select the appropriate promotional mix for the marketing of a particular product or service 6.9 Develop a marketing plan based on an integration of product, price, place, and promotion 7. The graduate has reliably demonstrated the ability to communicate marketing information persuasively and accurately in oral, written and graphic formats. 7.1 Use presentation software, where appropriate, to improve the clarity and impact of a presentation 7.2 Present and defend marketing plans to promote the successful operation of an enterprise 7.3 Speak and write clearly, concisely, and logically 7.4 Prepare written and oral formal and informal reports to enhance the quality of service 7.5 Use E- mail appropriately to communicate effectively 7.6 Participate in the development of graphics, such as storyboards, desktop publishing, illustrations, art work, clip art, web sites. 8. The graduate has reliably demonstrated the ability to prepare and deliver a sales presentation.
8.1 Preplan, prepare, and deliver a sales presentation 8.2 Use all available resources (e.g., presentation software, samples, visual aids) to improve the clarity and impact of a sales presentation 8.3 Qualify the customer, approach the customer, present the product or service (demonstrate where appropriate), manage sales resistance, close the sale and follow up after the sale 9. The graduate has reliably demonstrated the ability to evaluate the viability of marketing a product or service in an international market or markets. 9.1 Identify the role of cultural differences, political environments, population demographics, and economic environments in international marketing decisions 9.2 Apply the principles of marketing management to issues of the international market 9.3 Identify distribution opportunities within the international market 9.4 Analyze the impact of economic, technological, competitive, environmental, social, political, and cultural aspects of society on marketing initiatives 9.5 Develop an international marketing plan based on an integration of product, price, place and promotion 9.6 Recognize the various methods of entering the international market, such as exporting, licensing, joint venturing, direct investment, or management contracting 10. The graduate has reliably demonstrated the ability to conduct primary research on market conditions in order to determine existing and potential levels of activity for particular products and services. 10.1 Identify the decision(s) to be made 10.2 Identify the primary data required 10.3 Select appropriate data collection strategies 10.4 Prepare, compile, and analyze information based on primary market research
11. The graduate has reliably demonstrated the ability to apply human resource and leadership knowledge and skills to enhance performance with individuals and teams to contribute to the successful marketing function of an enterprise. 11.1 Use effective interpersonal skills for the workplace to assist the completion of individual and team tasks and to promote the image of the organization 11.2 Recognize individual responsibility for results 11.3 Understand own role in success of the organization 11.4 Apply project management skills and techniques when working with a team 11.5 Collaborate with co- workers, supervisors and others 12. The graduate has reliably demonstrated the ability to employ marketing management techniques in the planning, directing, and controlling of an enterprise. 12.1 Conduct a marketing audit 12.2 Analyze the impact of economic variables on the operations of an enterprise in general and the marketing function in particular 12.3 Contribute to marketing effectiveness and employ selling techniques to promote the successful operation of an enterprise 12.4 Contribute to the effective coordination of the activity of the marketing department with the operations of other functional areas of an enterprise 13. The graduate has reliably demonstrated the ability to develop personal professional development strategies and plans to enhance leadership, management skills, and marketing expertise. 13.1 Solicit and use constructive feedback in the evaluation of personal knowledge and skills 13.2 Identify areas for ongoing growth and development
13.3 Incorporate various methods of increasing professional knowledge and skills into a professional development plan 13.4 Recognize the value of membership in professional associations 13.5 Identify various methods of increasing professional knowledge and skills 14. The graduate has reliably demonstrated the ability to develop strategies to establish working relationships with clients, customers, and consumers which maintain and strengthen their loyalty to his/her organization. 14.1 Determine ways to improve the organization's ability to meet customer and client needs 14.2 Cultivate a relationship with all clients based on a thorough knowledge of the clients and their needs 14.3 Use appropriate information technologies to maintain accurate and timely information on all clients, customers, and consumers 14.4 Appreciate the importance of business ethics and corporate social responsibility 15. The graduate has reliably demonstrated the ability to apply the principles of business ethics and corporate social responsibility. 15.1 Develop strategies which adhere to ethical principles and laws relating to business practices in general and to marketing in particular 15.2 Establish professional and personal relationships which adhere to legal, ethical, and prevailing acceptable cultural standards 15.3 Consider potential consequences to the environment for each activity 15.4 Define and provide examples of conflict of interest 15.5 Develop strategies to address ethical, moral, and legal issues 15.6 Identify the marketing advantages of corporate social responsibility 15.7 Conduct all business in an ethical, responsible and legal manner
16. The graduate has reliably demonstrated the ability to prepare the marketing component of a business plan. 16.1 Identify the key components of a business plan 16.2 Utilize sales forecasting techniques 16.3 Demonstrate understanding of various strategies and their effects on sales and profits and be able to recommend appropriate strategies to solve problems 16.4 Prepare a basic pro- forma financial statement using sound financial accounting practices 16.5 Understand and discuss the major forces at work in the economy and how they affect business 16.6 Prepare a cost/benefit analysis for all marketing initiatives 16.7 Calculate a return on investment 16.8 Apply the principles of entrepreneurship to the preparation of a business plan Source: Extracted from the Provincial Vocational Outcomes 2011