This pathway is designed for students interested in working in advertising, communications, public relations, and related fields. Course content covers interpersonal and communication skills in business settings, marketing and management, organizational leadership, advanced strategies for promoting products and services, and key concepts such as segmentation and target marketing, social media and digital marketing, market research and data management, and public relations.
National Career Cluster Alignment
The Marketing Management Pathway is a part of the Marketing, Distribution, and Logistics career cluster. The Marketing Cluster involves planning, managing, and performing marketing and sales activities to reach an organization’s objectives.
Pathway Courses
Level 1: Introduction to Business and Marketing
- This course helps students prepare for the growing complexities of the business world by examining basic principles of business, marketing, and finance in addition to exploring key aspects of leadership, ethical and social responsibilities, and careers. Students’ academic skills in communications, mathematics, and economics are reinforced with activities modeled in the context of business topics.
- Aligned Industry Credential: Hootsuite Platform or Marketing Certification
- The Hootsuite Platform Certification (HPC) is designed for social media marketing managers and others who want to use Hootsuite as the platform to manage their social media accounts. This certification focuses on teaching individuals how to operate the platform and how to best use the platform to leverage their content.
Level 2: Social Media Marketing Analytics
- Social Media Marketing and Analytics is a study of concepts and principles used in social media marketing. Students will examine the uses, marketing strategies and data generated by social media marketing. Subject matter includes foundational social media knowledge, social media marketing strategies, communication, and ethical responsibilities.
- Aligned Industry Credential: Southwest Airlines Professional Communications Certification
- The Southwest Airlines Professional Communication Certification focuses on how to communicate effectively in the workplace by addressing topics, including time management, written and verbal communication, listening skills, and effectively managing diversity in the workplace.
Level 3: Marketing and Management II: Advanced Strategies
- Marketing and Management II: Advanced Strategies is a study of marketing concepts and principles used in management. Students will examine the challenges, responsibilities, and risks managers face in today's workplace. Subject matter includes finance, business ownership, risk management, marketing information systems, purchasing, promotion, and human resource skills.
- Aligned Industry Credential: Southwest Airlines Professional Communications Certification. The Southwest Airlines Professional Communication Certification focuses on how to communicate effectively in the workplace by addressing topics, including time management, written and verbal communication, listening skills, and effectively managing diversity in the workplace.
Affiliated Career and Technical Student Organization: DECA
DECA prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management in high schools and colleges around the globe.
