Marketing Communications & Promotions* (IB) Pathway
Why Marketing Communications & Promotions?
Marketing graduates are creative and forward-thinking business people who understand the power of media in all its forms. Through their course of study, they also become skilled communicators and team players who develop an essential range of business skills, including:
- A talent for clear expression, both oral and written;
- The ability to plan in advance and think strategically;
- Research, analysis, teamwork and presentation skills;
- The ability to think creatively as well as independently
By participating in this pathway, students have the opportunity to create their own business ideas as well as assist local businesses with their marketing efforts. In doing so, they are able to build an impressive online portfolio and resume while also receiving money, scholarships, job placements and internships. The networking opportunities created from working with real businesses help students far beyond their high school years. Students can also compete in DECA marketing competitions and the annual Devil Tank competition for a chance to win money and prizes.
Persons interested in this field should be mature, creative, highly motivated, able to manage stress, flexible and decisive. They should be able to communicate effectively, both orally and in writing. They also need tact, good judgment and the ability to establish and maintain effective personal relationships with clients and other professionals. Those working in this industry typically work long hours, including evenings and weekends. They must work under pressure when schedules change or problems arise, and travel is usually necessary when working in this field. Marketing professionals may be called upon to coordinate market research, marketing strategies, sales, advertising, promotion, pricing, product development and public relations activities. Occupations include:
These jobs are found in almost every industry, and the number of jobs available is expected to increase faster than average through 2020. College graduates with related experience, a high level of creativity and strong communication skills will have the best job opportunities. Often people obtain a Master's degree or Doctorate in their specialty area: like Market Research, Public Relations and Communications or Market Management. Technology is changing the way we communicate and promote goods and services with potential customers. As a result the more computer related skills one can accumulate will enhance employment opportunities in this industry.
The International Baccalaureate Career-related Programme (IBCP) is an innovative education framework incorporating the vision and educational principles of the IB into a unique programme specifically tailored for students who wish to engage in career-related learning. The aim of the IBCP is to provide students with both an academic and practical foundation to support both their further studies and specialized training, thereby ensuring their success in the workforce. The IBCP combines highly regarded and internationally recognized IB Diploma Programme courses with an approved career-related study and a unique IBCP core. Marketing Communications & Promotions is one of eleven MHS Career Pathways that has been approved as IBCP.
*The Marketing Communications & Promotions program is "industry certified" by the American Marketing Association (AMA). An "industry certified" program has received a "stamp of excellence," which represents the apex of program quality. Only those programs that have successfully undergone rigorous reviews by leaders from business and industry are recognized with this distinction.
Marketing Communications & Promotions Course Schedule
Marketing Principles – 2 semesters.
Marketing Principles provides a comprehensive overview of basic marketing concepts and research methods used in the business world. Upon completion of the course, students will learn to think creatively and will gain a working knowledge of the “4P’s of Marketing”: Product, Price, Place, and Promotion. Through group work that represents a marketing agency, students will use these principles to create a professional marketing plan for a product that they create during the semester. Students will also engage in various multimedia design techniques which will enable them to create print ads, radio ads, and television commercials. Documentaries about ad agencies and marketing companies will be examined along with television shows like “The Pitch”, “Shark Tank” and The Apprentice,” in an attempt to gain a better understanding of real world marketing practices.
Promotion & Professional Sales – 2 semesters.
Prerequisites: Marketing Principles
Promotion and Professional Sales is the second course in the marketing Communications and Promotions Pathway. This course focuses on the performance of key responsibilities required in a retail environment. Students develop skills in pricing, visual merchandising, advertising, special promotions, professional sales, and customer services. Students are immersed in authentic retail scenarios while they work in the school store as part of their class requirements.
Marketing Communications Essentials – 2 semesters.
Prerequisites: Marketing Principles and Promotion & Professional Sales
Final course in the Marketing, Communications & Promotion Pathway to be offered in 2015-2016
This course focuses on the communication aspects of the business in relation to customer/consumer relationships. Students develop knowledge and skills in advertising, direct marketing, public relations, sales promotions, and digital marketing communications. Students learn how communications affects budget considerations, marketing information decision-making and all future business opportunities.