Prof. Dennis P. Huzey
- and Anthony J. Scardino, Ph.D.
School of Business
Felician College
• Our First Priority is Our Students.
• Our Second is Their Future.
• Founded in 1942 by the Felician Sisters, Felician College is one
of the few Franciscan colleges in the country, and the only one in
New Jersey. We’ve built our reputation with an emphasis on
service and respect for humanity, as was the dream of Blessed
Mary Angela Truszkowska - the foundress of the Felician Sisters
more than a century ago. Even today, we strive to represent
those values in everything we do.
Alignment of IACBE goals with goals of CTEP MPOS
IACBE “tag line”….
“Partnering with colleges and universities in preparing today’s
business students for tomorrow’s workplace”
• Growing public concern surrounding education and employment.
• Academic and political stakeholders.
• Pilot program.
• Development, growth, and implementation of the Career and Technical Partnership (CTEP)
of New Jersey.
• CTEP of New Jersey Marketing curriculum guidelines.
• The intention of the research and presentation of its findings is to reveal and share the
lessons, challenges.
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Introduction
History
CTEP
Program Overview
AP and Beyond
Why this Approach
Future Collaborations
Questions
• CTEP grant project is supported by $175,000 from federal
Carl D. Perkins Career and Technical Education Act of 2006
funds
• Our connection – partners with Middlesex County Community
College and American Marketing Association - NJ Chapter
• Our task for the project - MPOS Course Module Three Exploring Marketing Careers
• Why is this important?
• Don Draper
The Marketing Model Program of Study (MPOS) will consist of three
course modules which currently includes:
• Course One - Principles of Marketing
• Course Two – Marketing Applications
• In-progress course module is Course Three – Exploring Marketing
Careers
CTEP Marketing Project’s Model Program of Study (MPOS) - At a Glance
COURSE ONE - PRINCIPLES OF MARKETING
Primary Focus - Marketing Knowledge Foundations
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Unit One - Foundations of Marketing
Unit Two - Marketing and Society
Unit Three - Promotion
Unit Four - Distribution
Unit Five - Pricing
Unit Six – Branding
COURSE TWO - MARKETING APPLICATIONS
Primary Focus – Major Industries
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Unit One - E-Marketing
Unit Two - Business to Business (B2B) Marketing
Unit Three - Sports and Entertainment
Unit Four - Fashion Marketing
Unit Five - Retail Marketing
COURSE THREE - EXPLORING MARKETING CAREERS
Primary Focus - Major Career Tracks w/Requisite Skill Identification & Development
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Unit One - Advertising Career Track Jobs
Unit Two - Public Relations Career Track Jobs
Unit Three - Brand/Product Management Career Track Jobs
Unit Four - Marketing Research Career Track Jobs
Unit Five - Logistics/Distribution Career Track Jobs
Unit Six - Selling and Promotion Career Track Jobs
Course Three - Exploring Marketing Careers
Unit One – Advertising Career Track
Unit Three – Brand Management Career Track
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Pre-Assessment- For Students
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Pre-Assessment- For Students
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Unit 1 Daily Plans and PBL
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Unit 3 Daily Plans and PBL
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Unit 1 Marketing Notebook
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Unit 3 Marketing Notebook
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Unit 1 PowerPoint Presentation
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Unit 3 PowerPoint Presentation
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Unit 1 Test
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Unit 3 Test
Unit Two – Public Relations Career Track
Unit Four – Marketing Research Career Track
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Pre-Assessment- For Students
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Pre-Assessment- For Students
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Unit 2 Daily Plans and PBL
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Unit 4 Daily Plans and PBL
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Unit 2 Marketing Notebook
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Unit 4 Marketing Notebook
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Unit 2 PowerPoint Presentation
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Unit 4 PowerPoint Presentation
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Unit 2 Test
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Unit 4 Test
• As students, parents, and high-school advisers know, "good
students" should strive to take as many AP courses as they can
manage, and then pass the placement exams with grades of 4
or 5.
• This will impress college-admission committees and remove the
need to ever experience that material at an introductory level
in college.
• The financial benefits can amount to a semester or more of
tuition saved.
• The sense of being pre-certified with elite status adds to selfesteem - a fact central to those who so successfully market the
term "advanced placement."
CONS
• “….believe this notion of value-added has led to
another version of getting more bang for the buck:
the fantastic pressure put on students to get more
than "just a bachelor's degree" for their four years
of tuition.”
--Michael Mendillo (Chronicle of Higher Education
2012)
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“Ultimately, colleges should be developing ways to
have general-education goals met not at the onset
of college, when incoming freshmen have the mindset of ninth-semester high-school students, but in
upper-class years when students have more of a
foundation upon which to experience and to
contribute to the breadth of their own education.”
--Michael Mendillo (Chronicle of Higher Education
2013)
PROS
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Develop “Life Skills” Necessary for Economic
Success
Provide Information
Technology Skills
Expand Educational Opportunities
Develop Marketable Skills and Habits to
Applicable to Any Career
Encourage Creativity and Entrepreneurial Thinking
Broaden Lifelong Work
Broaden Study Options
Help Pay for College
--(NBEA 2013)
MARKETING CAREER MEDIAN ANNUAL SALARIES
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Media Coordinator - $34,221*
Marketing Specialist - $56,167*
Brand Manager - $93,532*
Market Research Analyst - $60,300*
Advertising Manager - $88,590*
Public Relations Manager - $95,450*
Marketing Manager - $119,480*
Sources: U.S. Bureau of Labor Statistics Occupational Outlook Handbook, 2014-15 Edition; Salary.com
January 2014 (Brand Manager; Marketing Specialist; Media Coordinator).
*The salary information listed is based on a national average and actual salaries may vary greatly
based on specialization within the field, location, years of experience and a variety of other factors.
National long-term projections of employment growth may not reflect local and/or short-term
economic or job conditions, and do not guarantee actual job growth.
Earning Potential in Marketing Careers
• With a Bachelor’s Degree – add $2,000 - $4,000/yr.
• With an MBA Degree – add another $7,000 - $11,000/yr.
Marketing Career Demand
• Demand for marketing is expected to grow about as fast as average for all
occupations
Marketing Job Outlook Comparison (Through 2022)
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Sales Management - 8 percent, as fast as average
Public Relations Management -13 percent, as fast as average
Advertising Management - 12 percent, as fast as average
Market Research Analyst - 32 percent, much faster than average
Marketing Management - 13 percent, as fast as average
Source: U.S. Bureau of Labor Statistics’ 2014-15 Occupational Outlook Handbook
Characteristics of college graduates who have
the best Marketing job opportunities:
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Personable
Creativity
Good interpersonal skills
Wild, fresh, and new imagination
Expressive
Strong communications skills
Strong computer skills
Problem solving skills
Flexibility
Likeability
Relationship building ability
Abstract thinking ability
FOR EXAMPLE
Is the Advertising Career Track for You?
Personal Requirements Checklist:
• Creativity
• Interpersonal skills
• Maturity
• Motivation
• Stress resistance
• Flexibility
• Decisiveness
Why this Approach?
• Foundations in Marketing – MCCC, CTEP, AMA NJ, Felician
College
• Diverse nature of authors
• Relationships with MCCC, CTEP, AMA NJ, Felician College, and
targeted public high schools and the interactive collaboration of
the aforementioned will initiate and develop the best model for
others to follow for the future
Benefits of Future Collaboration
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Grants
Recruitment
Image and Business School Reputation (Branding)
Professional grounding with AMA
Further Research in Marketing and Marketing Education
• Thank you for you time !
Sources
• http://www.marketingcareerszone.com/fields-within-marketing.html
• http://www.forbes.com/sites/jacquelynsmith/2013/03/13/the-marketingand-advertising-jobs-with-the-best-future/
• http://marketing.about.com/cs/marketingjobs/a/careers.htm
• http://www.getin2marketing.com/discover/why-a-career-in-marketing
• Chronicle of Higher Education