19 Tex. Admin. Code § 127.262 - [Effective 8/1/2025] Marketing (One Credit), Adopted 2025
(a) Implementation.
(1) The provisions of this section shall be
implemented by school districts beginning with the 2025-2026 school
year.
(2) School districts shall
implement the employability skills student expectations listed in §
127.15(d)(1) of
this chapter (relating to Career and Technical Education Employability Skills,
Adopted 2025) as an integral part of this course.
(b) General requirements. This course is
recommended for students in Grades 10-12. Recommended prerequisite: Principles
of Business, Marketing, and Finance. Students shall be awarded one credit for
successful completion of this course.
(c) Introduction.
(1) Career and technical education
instruction provides content aligned with challenging academic standards and
relevant technical knowledge and skills for students to further their education
and succeed in current or emerging professions.
(2) The Business, Marketing, and Finance
Career Cluster focuses on careers in planning, organizing, directing, and
evaluating business functions essential to efficient and productive business
operations.
(3) The Marketing
course explores the seven core functions of marketing, which include marketing
planning -- why target marketing and industry affect businesses;
marketing-information management -- why market research is important; pricing
-- how prices maximize profit and affect the perceived value; product/service
management -- why products live and die; promotion -- how to inform customers
about products; channel management -- how products reach the final user; and
selling -- how to convince a customer that a product is the best choice.
Students will demonstrate knowledge through hands-on projects that may include
conducting research, creating a promotional plan, pitching a sales
presentation, and introducing an idea for a new product or service.
(4) Students are encouraged to participate in
extended learning experiences such as career and technical student
organizations and other organizations that foster leadership and career
development in the profession such as student chapters of related professional
associations.
(5) Statements that
contain the word "including" reference content that must be mastered, while
those containing the phrase "such as" are intended as possible illustrative
examples.
(d) Knowledge
and skills.
(1) The student defines marketing
and identifies the seven core functions of marketing. The student is expected
to:
(A) define marketing and explain the
marketing concept; and
(B) identify
the seven core functions of marketing, including marketing planning,
marketing-information management, pricing, product/service management,
promotion, channel management, and selling.
(2) The student knows the interrelationship
and purpose of the marketing mix or 4P's of marketing: product, price,
promotion, and place. The student is expected to:
(A) identify and describe the four elements
of the marketing mix, including product, price, place, and promotion;
(B) explain how each component of the
marketing mix contributes to successful marketing;
(C) analyze the interdependence of each
element of the marketing mix with the other three elements;
(D) develop and present an idea for a new
product or service and the marketing mix for the new product or service;
and
(E) investigate and explain how
to determine the feasibility of a new product or service proposal.
(3) The student knows how a
company considers internal and external factors to understand the current
market. The student is expected to:
(A)
explain the internal and external factors that influence marketing
planning;
(B) define a marketing
plan and describe each step in the plan;
(C) identify and explain market position and
market share;
(D) explain how a
business can use a strengths, weaknesses, opportunities, and threats (SWOT)
analysis to plan for opportunities in the market;
(E) conduct a SWOT analysis; and
(F) analyze the data from a SWOT analysis to
make informed business decisions.
(4) The student applies the concepts of
market and market identification to make informed business decisions. The
student is expected to:
(A) define the term
market;
(B) identify the target
market for a product or service;
(C) define niche marketing, identify examples
of niche marketing, and compare niche marketing to other marketing
strategies;
(D) analyze an
appropriate target market within a specific industry;
(E) compare types of markets, including
business to business and business to consumer; and
(F) identify real-life scenarios of effective
markets and explain what makes a market effective.
(5) The student understands the concept of
market segmentation. The student is expected to:
(A) define the term market
segmentation;
(B) explain the
commonly used types of market segmentation, including demographic segmentation,
geographic segmentation, psychographic segmentation, and behavioral
segmentation;
(C) analyze the
impact of culture on buying decisions; and
(D) describe how market segmentation concepts
apply to real-world situations.
(6) The student understands the purpose and
importance of gathering and evaluating information for use in making business
decisions. The student is expected to:
(A)
describe marketing information and how it influences marketing
decisions;
(B) use
marketing-research tools to gather primary and secondary data;
(C) compare primary and secondary research
data;
(D) define
analytics;
(E) identify sources of
data and information that can be analyzed to make business decisions;
(F) identify key business metrics that are
used to make business decisions or evaluate outcomes of business decisions;
and
(G) analyze data and make
recommendations for improving business operations.
(7) The student explains concepts and
strategies used in determining and adjusting prices to maximize return and meet
customers' perceptions of value. The student is expected to:
(A) investigate and describe how businesses
make pricing decisions;
(B)
identify and explain goals for pricing, including profit, market share, and
competition;
(C) analyze factors
affecting price, including supply and demand, perceived value, costs, expenses
(profit margin), and competition;
(D) explain the economic principle of
break-even point;
(E) explain key
pricing terms, including odd/even pricing, loss leaders, prestige pricing,
penetration pricing, price bundling, price lining, and everyday low pricing;
and
(F) explain how supply and
demand affect price.
(8)
The student explains the role of product or service management as a marketing
function. The student is expected to:
(A)
explain the concept of product mix, including product lines, product width, and
product depth;
(B) explain the
importance of generating new product ideas;
(C) analyze the product mix for a current
business;
(D) identify and discuss
the components of the product life cycle, including introduction, growth,
maturity, and decline; and
(E)
identify the impact of marketing decisions made in each stage of the product
life cycle.
(9) The
student knows the process and methods to communicate information about products
to achieve a desired outcome. The student is expected to:
(A) explain the role of promotion as a
marketing function;
(B) identify
and describe elements of the promotional mix, including advertising, public
relations, personal selling, and sales promotion;
(C) describe and demonstrate effective ways
to communicate features and benefits of a product to a potential client;
and
(D) analyze and evaluate
websites for effectiveness in achieving a desired outcome.
(10) The student identifies promotional
channels used to communicate with the targeted audiences. The student is
expected to:
(A) create advertising examples
using various media, including print media such as outdoor, newspapers,
magazines, and direct mail; digital media such as email, apps, and social
media; and broadcast media such as television and radio, to communicate with
target audiences;
(B) describe
various public-relations activities such as a press releases and publicity
management;
(C) analyze and compare
examples of sales promotions such as coupons, loyalty programs, rebates,
samples, premiums, sponsorship, and product placement; and
(D) explain the role of marketing ethics in
promotional strategies.
(11) The student explores the role of channel
members and methods of product transportation. The student is expected to:
(A) define channel of distribution;
(B) describe the roles of intermediaries,
including manufacturer, agent, wholesaler/industrial distributor, retailer, and
consumer/industrial user, and explain how the roles may impact business
decisions and the success of a business;
(C) identify and discuss the methods of
transportation for products, including road, air, maritime, rail, and
intermodal; and
(D) analyze and
explain the impact of the distribution channel on price.
(12) The student demonstrates how to
determine client needs and wants and responds through planned and personalized
communication. The student is expected to:
(A)
explain the role of personal selling as a marketing function;
(B) explain the role of customer service as a
component of selling relationships;
(C) explain the importance of preparing for
the sale, including gaining knowledge of product features and benefits,
identifying the target market and their needs, and overcoming common
objections; and
(D) identify and
explain ways to determine needs of customers and their buying behaviors,
including emotional, rational, or patronage.
(13) The student demonstrates effective sales
techniques. The student is expected to:
(A)
describe the steps of the selling process such as approaching the customer,
determining needs, presenting the product, overcoming objections, closing the
sale, and suggestive selling;
(B)
explain effective strategies and techniques for various sales situations;
and
(C) develop and pitch a sales
presentation for a product or service using the steps of the sales process such
as addressing customers' needs, wants, and objections and negotiating the
sale.
(14) The student
implements a marketing plan. The student is expected to:
(A) identify a key target audience;
(B) develop an appropriate message and select
a medium to attract customers;
(C)
create a promotional plan that includes target market, promotional objective,
advertising media selection, promotional schedule, and budget;
(D) develop and present a marketing plan to
an audience; and
(E) analyze
various marketing plans for effectiveness.
(15) The student knows the nature and scope
of project management. The student is expected to:
(A) investigate and describe the various
tools available to manage a project such as a Gantt chart; and
(B) define and explain the components of a
project plan, including project goals schedule, timeline, budget, human
resources, quality management, risk management, monitoring, and controlling a
project.
(16) The
student knows the nature and scope of ethics in marketing. The student is
expected to:
(A) analyze and explain the role
and use of ethics in marketing;
(B)
research and discuss how ethics has affected a company's profitability;
and
(C) describe how marketing
ethics can be effectively applied to the decision-making process.
Notes
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