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Course Information
Business and Information Technology Education
Public Relations Marketing
This course is designed to teach the fundamental distinctive marketing management functions that help establish and maintain the lines of communications that promote concepts of marketing and business success. Students will explore different marketing tools used for relaying information to consumers, organizations, and the media. Students will develop leadership traits and identify their leadership potential through participation in the DECA (an association of marketing students) student organization.
Karen Green
Program Specialist
Marketing Fundamentals
Business and Marketing Communications
Research a business's responsibility to know, abide by, and enforce laws, regulations, and ethical behavior that affect business operations and transactions.

Explain the nature of contract exclusivity

Describe methods to protect intellectual property

Explore the concepts, strategies, and systems used to obtain and convey ideas

Make client presentations

Prepare reports

Write white papers

Write pitch/sales letters

Write new-business pitches

Write content for use on the web

Conduct creative briefing

Conduct planning meetings

Use proper grammar and vocabulary

Write business letters

Write informational messages

Write inquiries

Write persuasive messages

Explain ethical considerations in providing information

Interpret business policies to customers/clients/media

Explore techniques, strategies, and systems used to foster self-understanding and enhance relationships with others.

Apply ethics to online communication

Gain commitment from a client

Obtain buy-in to strategic thinking

Maintain composure when delivering/receiving bad news

Manage crisis in client relationships

Determine and respond appropriately to personality types

Foster client-agency relationship

Build rapport

Cultivate media relationships

Apply effective listening skills

Use communications technologies/systems

Demonstrate cultural sensitivity

Use appropriate assertiveness

Demonstrate negotiation skills

Handle difficult customer/clients

Participate in problem-solving groups

Research the tools, techniques, and systems that businesses use to plan, staff, lead, and organize its human resources.

Act as a liaison

Motivate members of an agency team

Promote innovation

Recognize others' efforts

Value diversity

Lead others with positive statements

Explore the process and systems implemented to monitor, plan, and control the day-to-day activities required for continued business functioning.

Explain security considerations in marketing communications

Maintain data security

Identify strategies for protecting business's web site

Identify strategies to protect online customer transactions

Develop schedule for marketing communications assignment

Develop action plan to carry out marketing communications assignment

Evaluate vendors' services

Negotiate terms with vendors

Monitor production of marketing communications materials

Explain the need to manage a client's budget

Manage a client's budget

Identify the concepts and strategies utilized to determine and target marketing strategies to a select audience.

Describe current issues/trends in marketing communications

Develop customer/client profile

Control marketing budget

Evaluate market opportunities

Explore the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities.

Describe services offered by the marketing-communications industry

Generate marketing communications ideas

Screen marketing communications ideas

Develop a creative concept

Evaluate effectiveness of marketing-communications services

Determine strategies for balancing standardization and personalization of services

Identify techniques that can be used to evaluate product-mix effectiveness

Modify product mix

Explore the concept and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome.

Explain the nature of word-of-mouth (WOM) strategies

Explain considerations in developing viral marketing campaigns

Explain the use of celebrities/influencers as a WOM strategy

Describe referral programs that can be used to build brand/promote products

Explain the use of product placement

Identify opportunities for product placement

Discuss types of direct marketing strategies

Explain the role of media in delivering direct marketing messages

Describe the use of corporate blogging

Explain the use of RSS feeds

Discuss the use of podcasts

Evaluate direct-marketing copy

Assess content in digital media

Assess e-newsletters

Determine advertising research of media

Read media schedule

Calculate media costs

Select advertising media

Choose appropriate media outlets

Negotiate terms with media owner

Select placement of advertisements

Buy ad space/time

Identify techniques to increase ad response time

Develop media plan

Write a press release

Create a public-service announcement

Create a press kit

Coordinate press releases

Obtain publicity

Analyze costs/benefits of company participation in community activities

Explain communication channels used in public-relations activities

Identify types of public relations activities

Discuss internal and external audiences for public-relations activities

Explain current issues/trends in public relations

Describe the use of crisis-management in public relations

Create a public-relations campaign

Develop a public relations plan

Explain the use of advertising agencies

Select advertising agency

Evaluate advertising agency work

Explore 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.

Explain key factors in building a clientele

Acquire knowledge of client's products/brands

Pitch marketing communication idea to client

Present public relations plan to client

Identify personal traits/behaviors associated with successful marketing communication performance.

Demonstrate honesty and integrity

Demonstrate responsible behavior

Demonstrate initiative

Demonstrate ethical work habits

Develop team spirit

Demonstrate positive contribution to team/group

Maintain positive attitude

Develop an orientation to change

Demonstrate problem-solving skills

Assess risks

Assume personal responsibility for decisions

Enlist others in working toward a shared vision

Demonstrate leadership skills

Identify purpose and goals of student organization

Research the history and development of practices in public relations

Explain the relationship between public relations and marketing functions

Describe the systems theory

Describe communications theory and models

Recognize differences in organizational culture, structure, and management theory
Required Brainbench Certifications (or equivalent industry certifications):

Choose one:

-Marketing Concepts

-Business Ethics Awareness

-Public Relations Industry Knowledge

Recommended Additional Brainbench Certifications:

-Business Concepts

-Telephone Concepts

-Interpersonal Communications

-Listening Skills

Recommended Additional Competency Testing:

-CIPR certification
-CIPR certification

National Standards for Marketing Education

Marketing Education Resource Center

Columbus, OH

National Content Standards for Entrepreneurship Education

Consortium for Entrepreneurship Education

Columbus, OH

Marketing Essentials, Lois Schneider Farese, Grady Kimbrell, Carl A. Woloszyk, 2006, Glencoe/McGraw-Hill, Woodland Hills, CA

Marketing LAPS (Learning Activity Packets), Mark-Ed, Columbus, OH

Career Majors That Sequence This Course
Career Cluster Pathway Career Major
Marketing, Sales & Service Marketing Communications and Promotion Marketing Communications Associate
Marketing, Sales & Service Marketing Communications and Promotion Public Information Specialist
Marketing, Sales & Service Marketing Communications and Promotion Public Relations Manager
Marketing, Sales & Service Professional Sales and Marketing Sports Marketing Assistant