DECA prepares emerging leaders and entre-
preneurs in marketing, finance, hospitality and
management in high schools and colleges around
the globe. DECA Emerging Leaders provides first
hand opportunity for you to explore learning activi-
ties that prepare you for college and careers. Engage-
ment in rigorous project-based learning activities
will help you develop creative solutions with prac-
tical outcomes. Completion of these learning activi-
ties provides realistic insight into industry. Discover
what it means to become an academically prepared,
community oriented, professionally responsible, and
experienced leader through DECA.
Practical information helps you prepare
for your future. Special features add realism
and interest to enhance learning.
¶ Marketing Ethics offers insight into ethi-
cal issues that arise for marketing profes-
sionals and tips on how to make ethical
decisions.
¶ Green Marketing shares information for
marketers on best business practices for
the environment.
¶ AMA Tips from the American Market-
ing Association help you understand the
value of professional
organizations for the profession.
¶ Social Media features illustrates the use
of social media practices in a professional
setting.
Features Spotlighted
R
Educational
Conferences
provide
targeted,
highly focused learning
experiences
for mem-
bers and advisors while connecting with corpo-
rate
professionals.
R
Educational Partnerand
s
provide
learning oppor-
tunities for
members
professional
develop-
ment in industry content for DECA advisors.
R
Global
Entrepreneurship Week
(GEW)
engages millions of young people around the
wo
rld each November to embrace innova
tion,
imagination, and creativity.
R
School-Based Enterprises
reinforce and
enhance career preparation.
R
Webcasts
provide short video segments
fi lmed at
DECA’s
conferences to
further en-
gage
members.
Procedure
1. DECA members should become familiar with
the organization and its diverse learninglear,ntsto
activities
. Use the following activities
about DECA, identify membership benefi
and apply
DECA’s connection to college and
career preparation.
2. The inf
ormation will be presented to you
through the navigation of the DECA
website. Visit the DECA website at
www.deca.org to become
familiar with the
activities and opportunities
available to you
as a student and DECA member. Select the
tab that
says
Chapter
Resources.
Then select
High School Resources.
Critical Thinking
1
Re
view the components of DECA’s
ing Program
Introduction
This learning activity, DECA
Emerging
Leaders, is
designed
for
you to become familiar
with DECA
activities and connect them to chapter
content. Where
appropriatfie, the learning
activity begins with identi
cation of the career
cluster, instructional area, and performance
indicators associated with the activictywork-based
content.
Performance
indicators
are specifi
skills and knowledge that identify
what an
employee must know or
be able to do in order to
achieve a perf
ormance element in an
instructional
area.
Performance
indicators defi ne performance
elements.
Career Cluster:
Marketing
Instructional Area:
Professional
Development
Performance Indicatora s
R
Explain
marketing and its
importance in
global economy.
R
Explain career
opportunities in marketing
management.
R
Assess the services
of professional organiza-
tions in
marketing.
R
Employ career-a
dvancement strategies in
marketing.
Purpose
Designed for DECA
members, this activity
enables student members to
betterCA
understand
opportunities
available through DE
in
marketing,
h itality and management.
Emerging
Leaders
Section 11.1 Economics of Competition
219
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factor
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D
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pr9?4/0
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profits
D
Threats—exter8,6
factor
that
threaten
your
company’
growth
or
ability to
7,50
profits
&
SWOT
analys4
help
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opment
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SWOT
analys4 4
show8 in
Figu;0
11-4.
AMA Tip
The AMA offers
conferences for its members.
By attending
conferences,icipateeting
mark
profes-
sionals can network, part
in professional
development oppo
rtunities, and learn the latest
trends and happenings in the fi eld.
www.marketingpower.com
Marketing
Ethics
Technology
Marketers ha
ve a responsibility to use technology in an ethical manner. Using software
downloaded from the Inter
net without a license is unethical and illegal.
It is impor
tant to set
an example f
or coworkers and obtain licenses for any technology used in the business.
w
8 in
Fi g u
212
tition
As a
Social Media
Sharing Information
There are
over
250 million active Twitter users
counts. If you decide to use Twitter as a comm
will need to create
a business account throug
you have a Twitter account for the business, r
learn how best to optimize your tweets. For e
ated a national Twitter account,
@RedCross.
However, it soon
also needed to interact with their local
local chapters to create their
own accounts. useful
communit
y members will want to share that information
information is one of the most powerful business uses social
r l
ocal communit y
n
accounts. Po
st useful informa
o
share that
information
owerful business
uses soci
al
a
ow
adcommunityemembers.
andPost
stor
salespersonSoinformat
Green
Marketingoflothhothwithwithof
Cause Marketing
Cause marketing is a type of marketing in which
work together for a common mutual benefi t. An
examplepra
employees a day off to pick up trash for the city to creater
marketing is a great way to show the company’s social