Marketing

Marketing Graphic showing icons of multiple career pathways Within each cluster, there are multiple career pathways that represent a common set of skills and knowledge necessary to pursue a full range of career opportunities within that pathway. Career Clusters that relate to instruction in marketing include:

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Arts, A/V Technology & Communications

Arts, A/V Technology & Communications allows you to apply your creativity in a variety of areas. This industry allows you to learn about advanced technologies used in venues ranging from corporate boardrooms, hotels, and convention centers, to classrooms, theme parks, stadiums, and museums.

Career Pathways

Students may begin to follow a sequence of courses in a pathway that will allow them to specialize in a field of interest.

A/V Technology & Film Pathway

Manufacture, sell, rent, design, integrate, operate, and repair audiovisual equipment for a range of venues such as hotels, stadiums and theme parks.

Journalism & Broadcasting Pathway

Gather information, prepare stories, and release broadcasts that inform the public about current issues. Work with high-tech equipment to record and transmit various broadcasts.

Performing Arts Pathway

Play a range of roles in theatrical or musical performances. Work in any aspect of the performing arts industry from production and set design to script writing and voice instruction.

Printing Technology Pathway

Work in a rapidly-evolving industry that is advancing with technology. Apply creativity and technical skills to transform text and graphics into finished products.

Visual Arts Pathway

Use creativity to turn abstract ideas into real-life concepts. Communicate ideas and emotions through visually -compelling mediums – such as paintings, sculptures, or illustrations.

Business Management & Administration

Business Management & Administration prepares you for careers in which you plan, organize, direct and evaluate operations in order to run a successful business. There are a variety of career opportunities available that require skills in organization, time management, customer service and communication.

Career Pathways

Students may begin to follow a sequence of courses in a pathway that will allow them to specialize in a field of interest.

Administrative Support Pathway

Aid in the day-to-day business operations through a variety of duties including information and communication management, data processing and customer service.

Business Information Management Pathway

Apply technology to bridge data and business needs to assist in making important analytical decisions and help a company reach its goals.

General Management Pathway

Plan, organize, direct, and assess operations of a business or organization to run efficiently and productively. Manage financial, human and material resources to maximize a company’s success.

Human Resources Management Pathway

Recruit, hire, and train the most qualified individuals for the best jobs in a company. Cultivate an environment where people like to work.

Operations Pathway

Plan and organize the resources needed to produce a business’s goods and/or services. Ensure the quality and timeliness of all the business’s goods/services.

Hospitality & Tourism

Hospitality & Tourism prepares you for careers that allow you to travel and work with a variety of people. Careers can be found all over the world and range anywhere from hotel and restaurant operations to working in amusement parks and other tourist destinations. Excellent customer service skills are essential for everyone in this field.

Career Pathways

Students may begin to follow a sequence of courses in a pathway that will allow them to specialize in a field of interest.

Lodging Pathway

Take care of all guests who enter your facility. Work directly with guests as well as with staff behind the scenes to ensure that all visitors have a positive experience.

Recreation, Amusements & Attractions Pathway

Provide a fun and safe environment for a diverse group of people through your customer service skills and understanding of all operations.

Restaurants and Food/Beverage Services Pathway

Manage a catering company: lead as an executive chef or own a restaurant. Deliver a pleasing experience in the food and beverage industry.

Travel & Tourism Pathway

Ensure all aspects of the traveler’s positive experience. Plan events, manage customer’s travel arrangements, and oversee large corporate conventions.

Marketing

Marketing prepares you for careers in advertising, public relations, sales, and planning. This Career Cluster allows you to demonstrate your creativity through promotional campaigns, event planning and new sales techniques.

Career Pathways

Students may begin to follow a sequence of courses in a pathway that will allow them to specialize in a field of interest.

Marketing Communications Pathway

Plan, coordinate and implement marketing strategies including promotional and communication campaigns to increase a product or an organization’s visibility.

Marketing Management Pathway

Direct the management operations of a business or organization through oversight of marketing, promotions, sales and public relations.

Marketing Research Pathway

Collect and analyze information to better understand economic trends that will guide product designs, predict future sales and allow for a competitive advantage in the marketplace.

Merchandising Pathway

Get the merchandise into the hands of customers through buying, selling and displaying the newest and most popular trends and products.

Professional Sales Pathway

Meet and fuel demand for various products and services by providing them for businesses as well as individual clients.

Marketing programs prepare students for postsecondary education and careers in marketing, finance, hospitality, management and entrepreneurship. Instruction in the Marketing, Hospitality & Tourism, Business Management & Administration, and Arts, A/V Technology & Communications, career clusters enable students to gain knowledge and skills in:

business law
channel management
customers relations
economics
emotional intelligence
entrepreneurship
financial analysis
marketing-information management
marketing planning
operations
professional development
pricing
product/service management
promotion
selling
strategic planning

Course Revisions

The following courses were revised for implementation during the 2020-2021 school year. All curriculum frameworks are available through VERSO from the CTE Resource Center:

Fashion Marketing (8140)
Fashion Marketing, Advanced (8145)
Lodging Management (formerly Hotel Management and Operations) (8159)
Travel and Tourism Marketing (formerly Opportunities in Hospitality and Tourism) (8139)
Travel, Tourism, and Destination Marketing (formerly Travel and Tourism Marketing and Sales) (8169)

Safety Best Practice Guide for CTE

The Safety Best Practice Guide for CTE-This is a Word document. is a collection of best practice resources used to assist school divisions in the development of a local safety school safety plan.

Instructional Resources

Marketing Course Listing-This is a Word document.
Essential Competency List for Marketing – Virginia's CTE Resource Center
Administrative Planning Guide for Marketing
Industry Credentialing
Equipment Resource Guide - See Equipment for CTE Programs

Career and Technical Student Organization (CTSO)

Virginia DECA Organization

Prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management in high schools and colleges around the globe. For more information, visit the CTSO web page.

Career and Technical Education Work-Based Learning Guide is based on the redesigned work-based learning (WBL) methods of instruction effective July 1, 2020. This implementation guide focuses on the eleven types of work-based learning (WBL) methods of instruction used in Virginia; job shadowing, mentorship, service learning, externship, school-based enterprise, internship, entrepreneurship, clinical experience, cooperative education, youth registered apprenticeship, and registered apprenticeship along with opportunities for students to earn one credit toward graduation in addition to any credit earned thorough the associated CTE course in cooperative education, internship, and youth registered apprenticeship for completing 280 hours of work experience and one half credit for 140 hours of work experience in mentorship. It includes Virginia regulations and guidelines for the administration of WBL and provides training materials for work-based learning coordinators. School divisions should use this guide to implement WBL offerings locally.

Federal and State Labor Laws for Youth Work-Based Learning – Know the Rules-This is a Word document. is a resource that compares federal and state labor laws for nonagricultural and agricultural occupations, parental exemption, and prohibited and hazardous occupations as they relate to youth work-based learning.

Additional Resources

Outside Resources

Marketing Teacher Licensure Programs

Virginia CTE Marketing Listserv

If you are not on the Virginia CTE Marketing listserv, contact Sharon Acuff to be added.

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