Curriculum Planning Levels: Curriculum: Marketing Education

Prerequisite (PQ)

The content of the curriculum at the prerequisite level is focused on the development of employability and job-survival skills and concepts, including work ethics, personal appearance, and general business behavior. In most circumstances, these skills and concepts have been previously acquired through life experiences or in earlier courses/grade levels. Performance indicators at the prerequisite level should not be used as the sole basis for course design in marketing; however, instructors should verify that students possess these prerequisite skills essential for success in marketing.

Career-Sustaining (CS)

The starting point for course design in marketing should be the performance indicators at the career-sustaining level. A curriculum at this level develops skills and knowledge needed for continued employment in or study of marketing based on the application of basic academics and marketing skills. Instruction at the career-sustaining level should provide students with a fundamental understanding of marketing principles and experience in making routine business decisions.

Specialist (SP)

A specialist-level marketing curriculum provides in-depth, solid understanding and skill development in all marketing functions. Students who complete courses at the marketing-specialist level should be prepared to make complex business decisions, exhibit leadership skills, and apply their mastery of marketing skills across functions or within one function.

Supervisor (SU)

A supervisory level curriculum provides the same in-depth, solid understanding and skill development in all marketing functions as in the marketing-specialist curriculum, and in addition, incorporates content that addresses the supervision of people. As a result of instruction at the supervisory level, students should be prepared to plan, coordinate, and supervise marketing staff.

Manager/Entrepreneur (ME)

A manager/entrepreneur level curriculum should develop strategic decision-making skills in all marketing functions and foundations needed to own/manage a business or department within an organization. Individuals receiving instruction at this level should be capable of assuming full responsibility for the success or failure of a unit within an organization or of a small business enterprise.

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