DECA Marketing Communications Careeer Pathway – Performance Indicators
Explain the nature of contract exclusivity
Explain regulations impacting digital marketing.
Make client presentations (includes strategies and research findings).
Prepare contact reports.
Maintain day-to-day content on social platforms.
Write white papers.
Write pitch/sales letters.
Write new-business pitches.
Explain the nature of communications plans.
Implement a communications plan.
Monitor communications plan.
Develop communications plan.
Adjust communications plan.
Use social media to enhance customer post-sales experience.
Apply ethics to digital communications.
Gain commitment from client.
Maintain composure when receiving/delivering bad news.
Determine and respond appropriately to personality types.
Foster client-agency relationship.
Build rapport with suppliers.
Verify accuracy of bills.
Act as a liaison (e.g., between agency and others, between creative department/agency).
Describe current issues/trends in marketing communications.
In today’s digital world, a huge issue is rising rates of ad blocking. Some trends include social media marketing, partnerships with celebrities, and emotional marketing (why-how-what strategy).
Identify trends in social-media space.
Facebook is becoming less popular among younger users, whereas Twitter and Instagram are getting more popular. Snapchat is a social media platform that is often used by younger users but overlooked by businesses, providing for heightened opportunity.
Explain ways that technology impacts marketing communications.
Technology is the most feasible channel for marketing communications, whether it be social media content marketing, ads on popular websites, or promotional mobile apps.
Compare the capabilities of SMS with MMS.
Whereas SMS is only for text, MMS has multimedia capabilities allowing users to send eachother photos, audio, and videos.
Explain the capabilities of tools used in web-site creation.
Discuss considerations in using mobile technology for promotional activities.
Mobile technology is getting more and more popular and the user base is getting younger and younger, so businesses should use platforms utilized by this market (such as social media). Businesses may also want to consider app development, as there are many ways to promote a product or service within the app.
Demonstrate effective use of audiovisual aids.
Audiovisual ads include both captivating imagery and poignant wording that will appeal to the target market.
Describe considerations in using databases in marketing communications.
Databases can be used to collect social media handles, phone numbers, email addresses, as well as demographic, geographic, and psychographic data to segment a market and identify potential contacts for promotional campaigns.
Maintain databases of information for marketing communications.
MySQL is a popular database program that can be used by businesses to collect and store data relating to marketing communications.
Mine databases for information useful in marketing communications.
Data mining is the process of finding data within existing databases. Queries on phone numbers, names, and location (for example) can be inputted for meaningful output on how a potential customer can be contacted.
Use analytical tracking tools for marketing communications.
Various tools, such as Google Analytics, can be used to assess how popular a channel of promotion used in marketing communications is, in addition to various other information on the demographics, geographics, and other metrics of those accessing the channel.
Demonstrate basic desktop publishing functions to prepare promotional materials.
Various word processing, slideshow, and spreadsheet programs are available to process and present promotional materials.
Integrate software applications to prepare promotional materials.
When apps from the same company are used in conjunction (e.g. Google Sheets to assess data and Google Docs to prepare report on data), they can be integrated in one service (e.g. Google Drive) for easy access and collaboration between tools.
Explain how to effectively incorporate video into multimedia.
Voiceovers can be added to video to transform it into multimedia using video and audio editing programs.
Evaluate the impact of mobile-device capabilities and usage patterns on social-media
Mobile devices are being used more and more often to access social media platforms, with some only being available on mobile. Thus, marketing communications channels such as website ads will need to be mobile-friendly.
Differentiate between service marketing and product marketing.
Service marketing should demonstrate how the service will be of use, whereas product marketing should highlight features.
Discuss the relationship between promotion and marketing.
Promotion is only one aspect of marketing, the whole process of perfecting a product or service and bringing it to market. Promotion is the function of informing potential consumers of a product or service.
Maintain marketing communications data security.
Explain security considerations in marketing communications.
Develop schedule for marketing communications assignment.
Evaluate vendors’ services.
Negotiate terms with vendors.
Describe traits important to the success of employees in marketing communications.
Describe employment opportunities in the marketing communications industry (structure, jobs in, structures in different size agencies, key departments in).
Explain factors affecting the growth and development of the marketing communications industry.
Discuss the economic and social effects of marketing communications.
Analyze marketing communications careers to determine careers of interest.
Conduct self-assessment of marketing-communications skill set.
Identify requirements for professional certifications in marketing communications.
Assess the services of professional organizations in marketing communications.
Gather brand information.
Search engines can be used to assess the status of a brand in the market. Other effective methods include researching a brand website or social media pages to understand its marketing communications techniques and information on the products and services it provides.
Conduct pre-campaign testing.
Pre-campaign testing is assessment of costs and effectiveness of a marketing communications campaign and may involve integration with marketing information management in order to obtain data on a market.
Track performance of promotional activities.
Performance of promotional activities can be assessed by viewing changes in sales and for digital channels, analytical tools such as Google Analytics.
Monitor competitors’ promotional efforts.
Within a market, since multiple businesses are vying for the same customers, business must be keen to monitor their competitors’ promotional efforts buy keeping tabs on the various channels they use in order to solicit ideas for their own campaigns and find ways to top the competition.
Monitor daily social-media analytics.
Many social media platforms offer the ability to give a page “business status,” opening access to metrics on views, ‘likes,’ comments, etc.
Monitor online brand and reputation.
Certain metrics, such as follower count, ‘likes,’ views, and comments can be used to monitor objectively how well a brand does online, but businesses must be able to venture out into the world of social media to discover what everyone (not just their page’s visitors) has to say about the brand.
Track trends (e.g., social, buying, social media, advertising agency, etc.).
Sales trends can be derived by drawing conclusions on data collected in the marketing information management process. Various trends, including political, economic, sociocultural, and technological may be involved, and businesses must be able to track all of them in order to assess how they may pertain to them and how they can manipulate such factors to their advantage in a market.
Analyze customer behavior (e.g., media-consumption, buying, etc.).
Customer behavior can be analyzed by having all interactions recorded in a database such that marketing information management teams can then make recommendations based on how customers behave and react to products and services by the business.
Interpret qualitative research findings.
Qualitative research has to do with the senses, not numbers, so it is subjective. Interpretation of such findings must be descriptive and MOST IMPORTANTLY, convey how it would sway the customer in purchasing the business’s product or service.
Identify ways to segment markets for marketing communications.
Describe the nature of target marketing in marketing communications.
Explain the concept of “product” in marketing communications.
Describe services offered by the marketing-communications industry.
Generate marketing communications ideas.
Explain the nature of product extension in services marketing.
Identify opportunities in the social-media space.
Establish credibility with Internet users.
Explain considerations affecting global promotion.
Explain the marketing-communications development process.
Explain the nature of word-of-mouth (WOM) strategies.
Discuss the role of customer voice in word-of-mouth strategies.
Explain the nature of buzz-marketing.
Explain considerations in developing viral marketing campaigns.
Describe considerations in developing customer evangelists.
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.
Discuss types of direct mail tactics.
Explain the nature of online advertising (e.g., advergaming, virtual worlds, display ads, banner ads, pop-up ads, pay-per-click ads, etc.).
Explain the nature of e-mail marketing tactics.
Explain the role of business websites in digital marketing.
Explain the use of social media for digital marketing.
Describe the use of blogging for marketing communications.
Explain the use of RSS feeds.
Discuss the use of podcasts/webcasts.
Discuss the use of social bookmarking/tagging.
Explain the use of video/images for digital marketing.
Describe mobile marketing tactics.
Explain mobile marketing applications.
Discuss the use of search-engine optimization tactics for digital marketing.
Identify effective advertising headlines.
Explain the use of storytelling in marketing.
Describe the nature of copy strategies.
Write copy for advertisements.
Discuss the nature of effective direct-mail copy.
Write direct-mail letters.
Describe the nature of effective Internet ad copy.
Write e-mail marketing copy.
Execute targeted emails.
Write content for use on the website.
Write content for use in social media.
Maintain a consistent brand voice in social content.
Develop and package content for social distribution.
Explain the nature of effective mobile ad copy.
Write mobile marketing content.
Repurpose content for use in multiple platforms.
Describe the use of color in advertisements.
Describe the elements of design.
Explain the use of illustrations in advertisements.
Discuss the nature of typography.
Explain type styles used in advertisements.
Describe effective advertising layouts.
Identify types of drawing media.
Explain the impact of color harmonies on composition.
Describe digital color concepts.
Check advertising proofs.
Explain website-development process.
Identify strategies for attracting targeted audience to website.
Determine advertising reach of media.
Read media schedule.
Calculate media costs.
Choose appropriate media outlets.
Negotiate terms with media owner.
Schedule ads and commercials.
Select placement of advertisements.
Buy ad space/time.
Identify techniques to increase ad response time.
Explain the impact of digital techniques on public relations practices.
Write a press release.
Create a press kit.
Cultivate media relationships.
Analyze costs/benefits of company participation in community activities.
Explain current issues/trends in public relations.
Describe the use of crisis management in public relations.
Create promotional signage.
Collaborate in the design of slogans/taglines.
Collaborate in the design of collateral materials to promote frequency/loyalty marketing program.
Participate in the design of collateral materials to promote special event.
Set up cross-promotions.
Explain how businesses can use trade-show/exposition participation to communicate with targeted audiences.
Participate in trade shows/expositions.
Explain considerations used to evaluate whether to participate in trade shows/expositions.
Discuss the use of marketing/creative briefs.
Explain the use of advertising agencies.
Explain the nature of a promotional plan.
Coordinate activities in the promotional mix.
Monitor user-generated content (UGC).
Moderate social chats.
Leverage social networks for customer engagement.
Implement strategies to grow social-media following.
Implement digital marketing campaign.
Acquire knowledge of client’s products/brands.
Pitch marketing communications idea to client.
Present an advertising campaign to clients.
Provide service after the sale.
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