Use of the Integrated Marketing Communications Pathway Standards prepares learners for marketing careers that inform, remind, and/or persuade a target audience. Examples of marketing communications activities include advertising, direct marketing, public relations, sales promotion, sponsorship, cause marketing, and multimedia marketing communications. Educators should use both the Core Marketing Standards and the Pathway Specific Standards to form the basis for their course of study.
Pathway Competencies Technical Content Standards (Word) (PDF)
Program Description (Word)
Instructional Units and Competency Chart (Word)
Pathway Competencies with Correlated Academics (Word)
Pathway Competencies without Correlated Academics (Word)
- Associations and Certifications (Word)
- References (Word)
Post-secondary Pathways schools may choose to select additional secondary competencies from these lists based on program specialization.
- Professional Sales/Sales Management Pathway (Word)
- Merchandising Pathway (Word)
- Marketing Research Pathway (Word)