1. EXPLORING PATHWAYS: Marketing Communications Created for the Marketing Career Exploration Module Copyright © Texas Education Agency, 2014. All rights reserved

2. Copyright and Terms of Service Copyright © Texas Education Agency, 2014. These materials are copyrighted © and trademarked ™ as the property of the Texas Education Agency (TEA) and may not be reproduced without the express written permission of TEA, except under the following conditions: 1) Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from TEA. 2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only, without obtaining written permission of TEA. 3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way. 4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged. Private entities or persons located in Texas that are not Texas public school districts, Texas Education Service Centers, or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from TEA and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty. Contact TEA Copyrights with any questions you may have. TEA CopyrightsTEA Copyrights Copyright © Texas Education Agency, 2014. All rights reserved2

3. About the Marketing Communications Pathway…  One of the 5 Marketing pathways  Focuses on careers that plan, coordinate and implement marketing strategies, advertising, promotion and public relations activities  Top Examples:  Public Relations Specialist  Promotions Manager  Social Media Strategist  Copywriter  Most Marketing Communications careers require training in vocational schools, related on-the-job experience, or an associate's degree. Copyright © Texas Education Agency, 2014. All rights reserved

4. Top Careers of the Marketing Communications Pathway  Public Relations Specialists  Respond to requests for information from the media  Write press releases or other media communications to promote clients  Establish or maintain relationships with the community  Plan communication programs about the organization's accomplishments  Develop public relations Copyright © Texas Education Agency, 2014. All rights reserved

5. Top careers of the Marketing Communications Pathway  Promotions Manager  Inspects layouts and advertising copy  Edits scripts, audio, video and other promotional material  Plans and prepares advertising and promotional material  Gathers and organizes information to plan advertising campaigns  Meets with clients to provide marketing or technical advice Copyright © Texas Education Agency, 2014. All rights reserved

6. Top careers of the Marketing Communications Pathway (cont.)  Social Media Strategist  Analyzes websites or related online data to track trends or usage  Analyzes market or customer related data  Develops performance metrics or standards related to information technology.  Utilizes web creation software and writes web page development software  Prepares graphics or other visual representations of information  Selects appropriate social media platforms to deliver promotional messages  Conducts online marketing initiatives  Creates digital campaigns Copyright © Texas Education Agency, 2014. All rights reserved

7. Top careers of the Marketing Communications Pathway  Copywriter  Meets with clients to determine advertising messages  Writes and edits advertising or promotional material  Writes creative copy for written, broadcast or internet media  Develops promotional strategies or plans  Collaborates with others in marketing activities  Monitors current trends  Uses persuasive techniques to prompt consumer purchases  Has the ability to come up with clever ideas for product promotion Copyright © Texas Education Agency, 2014. All rights reserved

8. Lesson Activities…  Creating publicity for an event through social media role play challenge  “Capture that” hashtag moment challenge Copyright © Texas Education Agency, 2014. All rights reserved

9. Sources www.Onetonline.org www.careertech.org/marketing www.achievetexas.org "Campnoumatch" by Adrià garcía - Flickr. “PR" by Nuiton May- Flickr. By Tomwsulcer (Own work) [CC0], via Wikimedia Commons Microsoft clipart gallery