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Career Cluster : Marketing, Sales & Services


Planning, managing and performing marketing activities to reach organizational objectives.

Workforce Region(s): Statewide Data - All Districts

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Marketing, Sales & Services Pathways

Pathway Description: Marketing communications employees plan, coordinate and implement marketing strategies advertising promotion and public relations activities Because of the importance and high visibility of their jobs, these individuals often are prime candidates for advancement.

Secondary CTE Courses

Business Essentials: This is a core course designed to give students an overview of the business, marketing and finance career cluster occupations. Students will develop an understanding of how academic skills in mathematics, economics, and written and oral communications are integral components of success in these occupations. Students will examine current events to determine their impact on business and industry and legal and ethical behavior, acquire knowledge of safe and secure environmental controls to enhance productivity, determine how resources should be managed to achieve company goals, and identify employability and personal skills needed to obtain a career and be successful in the workplace. As students learn about different types of business ownership, they will interpret industry laws and regulations to ensure compliance, identify principles of business management, and analyze business practices to determine ethics and social responsibilities. This may be taught as a career exploration course in conjunction with other foundation Career Cluster courses.

Business Technology Applications: This course is designed for those students who have not mastered knowledge and skills related to business technology applications prior to entry into high school. This course is designed to assist students in developing technological proficiencies demanded by business. The course should utilize various forms of input technologies to cover units of instruction that may include word processing applications, spreadsheet development, database management, presentations, electronic communications, Internet services, graphics, desktop publishing, basic Web design, interactive media, ethical issues, and careers in business using technology applications. Students may be given opportunities for completing industry certification requirements.

Marketing: Students will develop a foundational knowledge of marketing and its functions including channel management, marketing information management, pricing, product/service management, promotion, and selling. Students will understand the interrelationships and contributions to business success. Students will understand the need for marketing strategies and market identification. Students will practice customer relationship skills, ethics, technology applications, and working in the regulatory environment.

Advanced Business Technology Applications: Personal computing and business skills are integrated throughout the course as students use word processing software to produce documents that include graphics, tables and other new documents. Students will practice advanced procedures to design forms, use a scanner, merge text and prepare documents for presentation. Students will use database and spreadsheet software to produce documents and will learn how to select appropriate software to generate information.

Principles of Marketing Communications: This course deals with the operation and management of the advertising and promotion function with respect to its position within the marketing system and its relationship to the other business functions. Students will learn how to utilize standard processes to move, store, locate and/or transfer ownership of goods and services. Students will also learn how to disseminate information about products/services or the company to achieve a desired outcome. Students will develop an advertising plan, utilize various forms of publicity to promote a product or service, exhibit an understanding of ethical behavior when promoting a product or service, and use appropriate terminology to exhibit a clear and concise understanding of promotion to market a product or service.

Principles of Sales and Promotion: This course provides tools necessary for the development, implementation and management of promotional programs. The focus is on management and coordination of advertising, personal selling, publicity and public relations, sales promotion and collateral materials.

Promotional Planning: Students will develop skills necessary to practice ethical behavior to instill trust and confidence. Students will apply business ethics, regulations and safeguards to protect the business and to create trust including the creation of safety and security plans to minimize loss and maximize returns. Students will acquire foundational knowledge of marketing communication and promotion to understand its scope and impact on business. Students will investigate the marketing and promotion industry to understand its background and learn the process of placing orders/reorders to maintain appropriate levels of materials/equipment/supplies. Students will use skills of organizing, leading and planning to manage marketing communication and promotion activities.

Principles of Marketing Research: This course provides an introduction to methods and principles of investigation and analysis used in making marketing decisions from product development to channel decisions to advertising decisions. Content includes planning studies, proposing studies, conducting data gathering, analyzing and interpreting data, and reporting results.

Other Courses and Elective Activities: Local student organization activities, including public speaking, record keeping and work-based experiences.

Pathway Description: People with careers in marketing management formulate policies and direct the operations of businesses and corporations, nonprofit institutions and other organizations. In small firms, the owner or chief executive officer may assume all advertising, promotions, marketing, sales and public relations responsibilities. In large firms, which may offer numerous products and services nationally or even worldwide, an executive vice president directs overall advertising, promotions, marketing, sales and public relations policies.

Secondary CTE Courses

Business Essentials: This is a core course designed to give students an overview of the business, marketing and finance career cluster occupations. Students will develop an understanding of how academic skills in mathematics, economics, and written and oral communications are integral components of success in these occupations. Students will examine current events to determine their impact on business and industry and legal and ethical behavior, acquire knowledge of safe and secure environmental controls to enhance productivity, determine how resources should be managed to achieve company goals, and identify employability and personal skills needed to obtain a career and be successful in the workplace. As students learn about different types of business ownership, they will interpret industry laws and regulations to ensure compliance, identify principles of business management, and analyze business practices to determine ethics and social responsibilities. This may be taught as a career exploration course in conjunction with other foundation Career Cluster courses.

Business Technology Applications: This course is designed for those students who have not mastered knowledge and skills related to business technology applications prior to entry into high school. This course is designed to assist students in developing technological proficiencies demanded by business. The course should utilize various forms of input technologies to cover units of instruction that may include word processing applications, spreadsheet development, database management, presentations, electronic communications, Internet services, graphics, desktop publishing, basic Web design, interactive media, ethical issues, and careers in business using technology applications. Students may be given opportunities for completing industry certification requirements.

Marketing: Students will develop a foundational knowledge of marketing and its functions including channel management, marketing information management, pricing, product/service management, promotion, and selling. Students will understand the interrelationships and contributions to business success. Students will understand the need for marketing strategies and market identification. Students will practice customer relationship skills, ethics, technology applications, and working in the regulatory environment.

Principles of Sales and Promotion: This course provides tools necessary for the development, implementation and management of promotional programs. The focus is on management and coordination of advertising, personal selling, publicity and public relations, sales promotion and collateral materials.

Principles of Marketing Research: This course provides an introduction to methods and principles of investigation and analysis used in making marketing decisions from product development to advertising decisions. Content includes planning studies, proposing studies, conducting data gathering, analyzing and interpreting data and reporting results.

Database Design and Management: This course includes database design and programming. Students study database fundamentals including database development, modeling, design and normalization. Students will gain skills and knowledge needed to use features of database software and programming to manage and control access to data.

Principles of Sales Management: Students will study the principles, methods and problems of the management of a sales organization. Students will learn how to take necessary action to determine customer needs and wants and to respond through planned, personalized communication that influences purchasing decisions. Students will develop skills for establishing selling philosophies to promote customer loyalty and profitability, utilize product and company attributes to help the customer, analyze client characteristics to facilitate the buying process and use accepted processes to complete the buying process.

Principles of Marketing Communications: This course deals with the operation and management of the advertising and promotion function with respect to its position within the marketing system and its relationship to the other business functions. Students will learn how to utilize standard processes to move, store, locate and/or transfer ownership of goods and services. Students will also learn how to disseminate information about products/services or the company to achieve a desired outcome. Students will develop an advertising plan, utilize various forms of publicity to promote a product or service, exhibit an understanding of ethical behavior when promoting a product or service, and use appropriate terminology to exhibit a clear and concise understanding of promotion to market a product or service.

Other Courses and Elective Activities: Local student organization activities, including public speaking, record keeping and work-based experiences.

Pathway Description: Employees in marketing research are concerned with understanding people and organizations. They collect and analyze many different types of information to design new products, to predict future sales and to position their own company's strategies against those of its competitors.

Secondary CTE Courses

Business Essentials: This is a core course designed to give students an overview of the business, marketing and finance career cluster occupations. Students will develop an understanding of how academic skills in mathematics, economics, and written and oral communications are integral components of success in these occupations. Students will examine current events to determine their impact on business and industry and legal and ethical behavior, acquire knowledge of safe and secure environmental controls to enhance productivity, determine how resources should be managed to achieve company goals, and identify employability and personal skills needed to obtain a career and be successful in the workplace. As students learn about different types of business ownership, they will interpret industry laws and regulations to ensure compliance, identify principles of business management, and analyze business practices to determine ethics and social responsibilities. This may be taught as a career exploration course in conjunction with other foundation Career Cluster courses.

Business Technology Applications: This course is designed for those students who have not mastered knowledge and skills related to business technology applications prior to entry into high school. This course is designed to assist students in developing technological proficiencies demanded by business. The course should utilize various forms of input technologies to cover units of instruction that may include word processing applications, spreadsheet development, database management, presentations, electronic communications, Internet services, graphics, desktop publishing, basic Web design, interactive media, ethical issues, and careers in business using technology applications. Students may be given opportunities for completing industry certification requirements.

Principles of Sales and Promotion: This course provides tools necessary for the development, implementation and management of promotional programs. The focus is on management and coordination of advertising, personal selling, publicity and public relations, sales promotion and collateral materials.

Marketing: Students will develop a foundational knowledge of marketing and its functions including channel management, marketing information management, pricing, product/service management, promotion, and selling. Students will understand the interrelationships and contributions to business success. Students will understand the need for marketing strategies and market identification. Students will practice customer relationship skills, ethics, technology applications, and working in the regulatory environment.

Principles of Marketing Research: This course provides an introduction to methods and principles of investigation and analysis used in making marketing decisions from product development to channel decisions to advertising decisions. Content includes planning studies, proposing studies, conducting data gathering, analyzing and interpreting data, and reporting results.

Database Design and Management: This course includes database design and programming. Students study database fundamentals including database development, modeling, design and normalization. Students will gain skills and knowledge needed to use features of database software and programming to manage and control access to data.

Principles of Sales Management: Students will study the principles, methods and problems of the management of a sales organization. Students will learn how to take necessary action to determine customer needs and wants and to respond through planned, personalized communication that influences purchasing decisions. Students will develop skills for establishing selling philosophies to promote customer loyalty and profitability, utilize product and company attributes to help the customer, analyze client characteristics to facilitate the buying process and use accepted processes to complete the buying process.

Principles of Marketing Communications: This course deals with the operation and management of the advertising and promotion function with respect to its position within the marketing system and its relationship to the other business functions. Students will learn how to utilize standard processes to move, store, locate and/or transfer ownership of goods and services. Students will also learn how to disseminate information about products/services or the company to achieve a desired outcome. Students will develop an advertising plan, utilize various forms of publicity to promote a product or service, exhibit an understanding of ethical behavior when promoting a product or service, and use appropriate terminology to exhibit a clear and concise understanding of promotion to market a product or service.

Other Courses and Elective Activities: Local student organization activities, including public speaking, record keeping and work-based experiences.

Pathway Description: Employees in buying and merchandising positions get the product into the hands of the customer. This process includes forecasting, planning, buying, displaying, selling and providing customer service.

Secondary CTE Courses

Business Essentials: This is a core course designed to give students an overview of the business, marketing and finance career cluster occupations. Students will develop an understanding of how academic skills in mathematics, economics, and written and oral communications are integral components of success in these occupations. Students will examine current events to determine their impact on business and industry and legal and ethical behavior, acquire knowledge of safe and secure environmental controls to enhance productivity, determine how resources should be managed to achieve company goals, and identify employability and personal skills needed to obtain a career and be successful in the workplace. As students learn about different types of business ownership, they will interpret industry laws and regulations to ensure compliance, identify principles of business management, and analyze business practices to determine ethics and social responsibilities. This may be taught as a career exploration course in conjunction with other foundation Career Cluster courses.

Business Technology Applications: This course is designed for those students who have not mastered knowledge and skills related to business technology applications prior to entry into high school. This course is designed to assist students in developing technological proficiencies demanded by business. The course should utilize various forms of input technologies to cover units of instruction that may include word processing applications, spreadsheet development, database management, presentations, electronic communications, Internet services, graphics, desktop publishing, basic Web design, interactive media, ethical issues, and careers in business using technology applications. Students may be given opportunities for completing industry certification requirements.

Marketing: Students will develop a foundational knowledge of marketing and its functions including channel management, marketing information management, pricing, product/service management, promotion, and selling. Students will understand the interrelationships and contributions to business success. Students will understand the need for marketing strategies and market identification. Students will practice customer relationship skills, ethics, technology applications, and working in the regulatory environment.

Principles of Sales and Promotion: This course provides tools necessary for the development, implementation and management of promotional programs. The focus is on management and coordination of advertising, personal selling, publicity and public relations, sales promotion and collateral materials.

Principles of Marketing Research: This course provides an introduction to methods and principles of investigation and analysis used in making marketing decisions from product development to advertising decisions. Content includes planning studies, proposing studies, conducting data gathering, analyzing and interpreting data and reporting results.

Principles of Sales Management: Students will study the principles, methods and problems of the management of a sales organization. Students will learn how to take necessary action to determine customer needs and wants and to respond through planned, personalized communication that influences purchasing decisions. Students will develop skills for establishing selling philosophies to promote customer loyalty and profitability, utilize product and company attributes to help the customer, analyze client characteristics to facilitate the buying process and use accepted processes to complete the buying process.

Principles of Marketing Communications: This course deals with the operation and management of the advertising and promotion function with respect to its position within the marketing system and its relationship to the other business functions. Students will learn how to utilize standard processes to move, store, locate and/or transfer ownership of goods and services. Students will also learn how to disseminate information about products/services or the company to achieve a desired outcome. Students will develop an advertising plan, utilize various forms of publicity to promote a product or service, exhibit an understanding of ethical behavior when promoting a product or service, and use appropriate terminology to exhibit a clear and concise understanding of promotion to market a product or service.

Other Courses and Elective Activities: Local student organization activities, including public speaking, record keeping and work-based experiences.

Pathway Description: Employees in professional sales are involved in the transfer of goods and services in the economy, both to businesses and to individual consumers.

Secondary CTE Courses

Business Essentials: This is a core course designed to give students an overview of the business, marketing and finance career cluster occupations. Students will develop an understanding of how academic skills in mathematics, economics, and written and oral communications are integral components of success in these occupations. Students will examine current events to determine their impact on business and industry and legal and ethical behavior, acquire knowledge of safe and secure environmental controls to enhance productivity, determine how resources should be managed to achieve company goals, and identify employability and personal skills needed to obtain a career and be successful in the workplace. As students learn about different types of business ownership, they will interpret industry laws and regulations to ensure compliance, identify principles of business management, and analyze business practices to determine ethics and social responsibilities. This may be taught as a career exploration course in conjunction with other foundation Career Cluster courses.

Business Technology Applications: This course is designed for those students who have not mastered knowledge and skills related to business technology applications prior to entry into high school. This course is designed to assist students in developing technological proficiencies demanded by business. The course should utilize various forms of input technologies to cover units of instruction that may include word processing applications, spreadsheet development, database management, presentations, electronic communications, Internet services, graphics, desktop publishing, basic Web design, interactive media, ethical issues, and careers in business using technology applications. Students may be given opportunities for completing industry certification requirements.

Marketing: Students will develop a foundational knowledge of marketing and its functions including channel management, marketing information management, pricing, product/service management, promotion, and selling. Students will understand the interrelationships and contributions to business success. Students will understand the need for marketing strategies and market identification. Students will practice customer relationship skills, ethics, technology applications, and working in the regulatory environment.

Principles of Sales and Promotion: This course provides tools necessary for the development, implementation and management of promotional programs. The focus is on management and coordination of advertising, personal selling, publicity and public relations, sales promotion and collateral materials.

Principles of Marketing Research: This course provides an introduction to methods and principles of investigation and analysis used in making marketing decisions from product development to advertising decisions. Content includes planning studies, proposing studies, conducting data gathering, analyzing and interpreting data and reporting results.

Principles of Sales Management: Students will study the principles, methods and problems of the management of a sales organization. Students will learn how to take necessary action to determine customer needs and wants and to respond through planned, personalized communication that influences purchasing decisions. Students will develop skills for establishing selling philosophies to promote customer loyalty and profitability, utilize product and company attributes to help the customer, analyze client characteristics to facilitate the buying process and use accepted processes to complete the buying process.

Principles of Marketing Communications: This course deals with the operation and management of the advertising and promotion function with respect to its position within the marketing system and its relationship to the other business functions. Students will learn how to utilize standard processes to move, store, locate and/or transfer ownership of goods and services. Students will also learn how to disseminate information about products/services or the company to achieve a desired outcome. Students will develop an advertising plan, utilize various forms of publicity to promote a product or service, exhibit an understanding of ethical behavior when promoting a product or service, and use appropriate terminology to exhibit a clear and concise understanding of promotion to market a product or service.

Other Courses and Elective Activities: Local student organization activities, including public speaking, record keeping and work-based experiences.


The Perkins crosswalk of educational programs of study to occupations identifies a number of programs relevant to this career cluster:

09.0900 Public Relations, Advertising, and Applied Communication.
09.0901 Organizational Communication, General.
09.0902 Public Relations/Image Management.
09.0903 Advertising.
09.0904 Political Communication.
09.0905 Health Communication.
09.0999 Public Relations, Advertising, and Applied Communication, Other
19.0203 Consumer Merchandising/Retailing Management.
19.0905 Apparel and Textile Marketing Management.
19.0906 Fashion and Fabric Consultant.
52.1401 Marketing/Marketing Management, General.
52.1402 Marketing Research.
52.1403 International Marketing.
52.1499 Marketing, Other.
52.1501 Real Estate.
52.1801 Sales, Distribution, and Marketing Operations, General.
52.1802 Merchandising and Buying Operations.
52.1803 Retailing and Retail Operations.
52.1804 Selling Skills and Sales Operations.
52.1899 General Merchandising, Sales, and Related Marketing Operations, Other.
52.1901 Auctioneering.
52.1902 Fashion Merchandising.
52.1903 Fashion Modeling.
52.1904 Apparel and Accessories Marketing Operations.
52.1907 Vehicle and Vehicle Parts and Accessories Marketing Operations.
52.1909 Special Products Marketing Operations.
52.1999 Specialized Merchandising, Sales, and Marketing Operations, Other.

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