Federal Democratic Republic of Ethiopia

Ministry of Education

Business Science Career Cluster

Marketing & Sales Management Career Pathway
Competency and Content Flowchart
Grade 11 and 12

August, 2023
Addis Ababa, Ethiopia
 Business Science Career Cluster
Marketing & Sales Management Career Pathway
Competency and Content Flowchart
Grade 11 and 12

Writers:
Eremias Sahlu Mekonnen (BA)
Hamid Hussein (MA)

Evaluators:
Asradew Lule Mengistu (BA)
Nebiyou Abebe Degefe (MA)
Taye Mengistu Tiruneh (MBA)
 Contents
1. Introduction................................................................................................................................1

2. Pathway Description..................................................................................................................1

3. Competency fFowchart..............................................................................................................3

4. Competency, Outcome & Content Chart...................................................................................5

1.Introduction
Following the advent of the new Ethiopian Education and Training Policy (2023), Career and
Technical Education (CTE) has evolved as a field in transition. It predominantly focuses on
preparing students for work, life, further education as well as employment.

The aim of CTE is to provide Grades 11 and 12 students the chance to develop skills and get
training that will provide access to “Level One” jobs, while also meeting employers’ demands
for qualified worker. Furthermore, CTE also aims to provide students of Grades11 and 12 with
the academic and technical skills, knowledge, and attitude necessary to succeed in future careers
and to become lifelong learners.

To implement CTE in general education, the curriculum materials such as Curriculum

Framework, Competency and Content Flowchart, Syllabus and Student book and Trainer Guide
for each career pathway are essential. As a result, CTE curriculum framework developed. In this
framework, eight Career Clusters are designed to be given. Five career clusters, namely,
Manufacturing, Construction, Information Technology, Agriculture and Health Sciences will be
given in Natural Science Stream. Three Clusters; Communication and Social Science, Business
Sciences and Performing and Visual Arts will be given in Social Science stream. Each of the
Career Cluster is inclusive of specific Career Pathway, which individual students/trainees choose
as their career pathways.

As indicated in the curriculum framework every year, schooling at all levels begins on the first
week of September and ends on the fourth week of June. Learning and training time for all levels
will be 10 months or 35 weeks. In level 1 Career and Technical Education each career pathway
has 10 periods per week and 262.5 hours in a year. All career pathways will carry equal amount
of time. There will be two semesters in between which is found a one-week break, on the
average, the number of schooldays is 175. The first semester has 89 days while the second has 87
days. Schools operate on a full day for Grade11 and 12.

This competency and content flowchart is used to develop syllabus. The competency and content
flowchart has four sections. These are introduction, career pathway description, competency

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flowchart and Competency, Outcome and Content Flowchart. In this Competency and content
flowchart competencies are identified and arranged from simple-to-complex for each career
pathways. For each competency outcomes are designed. Finally, contents and sub contents are
identified to achieve each outcomes keeping vertical integration.

2.Career Pathway Description

Marketing Management is a process of overseeing and planning new product development,
advertising, promotions and sales. This is a specialized Management program in marketing with
a special focus on marketing as the core business function. It encompasses the basic principles of
marketing management. It enables the candidate to capture the dynamic realities of the
marketplace while emphasizing consumer behavior, market research and other elements of
marketing and sales management. The pathway is career oriented in nature that opens many jobs
after its successful completion in various areas.

The Marketing and Sales Management pathway includes occupations related to the management
policies, operations or staff working in advertising, promotions, marketing, sales, marketing
research, retailing, or public relations in businesses and corporations, non-profit institutions, and
other organizations.

The Marketing and Sales Management pathway explores the occupations and educational
opportunities associated with the marketing of goods and services. Moreover, Students in this
career path will learn the Basic Concepts of Marketing and Marketing Management, Strategic
Marketing Elements, Tactical Marketing Elements, Consumer Behavior, Customer Service,
Salesmanship, Retail Marketing, Market Research and Online Transactions. Besides, the 21 st
century workplace skills such as Professional Ethics, Basic Kaizen and Entrepreneurial Skills are
also incorporated in this career pathway.

Though, Marketing and Sales Management Career Pathway is designed to prepare students for
first level work in various marketing jobs like marketing research, salesmanship, customer
service officer, first-line supervisory positions, promotional support service, online sales and
advertising clerical positions, and the like. The pathway also promotes self-employment by

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empowering students to start and run their own businesses. Furthermore, the pathway prepare
students for further education pertinent to the field of Marketing and Sales Management.

3. Competency Flowchart
Upon successful completion of the program, the graduates of certificate in Marketing and Sales
Management Career pathway will have the relevant knowledge, skills and attitude that will
enable them to acquire, and implement the competencies listed below:

I. Undertake Basic Marketing Activities

II. Develop Professional Ethics
III. Conduct Market Research
IV. Develop Strategic Marketing Elements
V. Develop Marketing Programs
VI. Apply Basic Kaizen
VII. Undertake Sales Activities
VIII. Conduct Retail Marketing
IX. Deliver Customer Services
X. Conduct Online Transactions
XI. Apply Entrepreneurial Skills

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4. Competency, Outcome and Content Flowchart
No. Competency Outcome Contents Sub-Contents

I. Undertake Basic 1. Develop I.1. Marketing and Sales Management as an

Marketing Understanding of area of study
Activities Marketing and Sales I.2. Professional Careers in Marketing and
Management as a Sales Management
Profession I.3. Branches of Marketing
I.4. The role of Marketing Manager
I.5. The role of Sales Manager
2. Apply Basic 2.1. Definition and Concepts of Marketing 2.1.1. Pillars of Marketing Concept
Marketing Concepts 2.2. Meaning of Marketing Management
2.3. Objectives of Marketing Management
2.4. Marketing Management Philosophies
2.5. Different States of demand
3. Scan the Marketing 3.1. The Marketing Environment
3.2.1. The External Macro Marketing
Environment 3.2. The External Marketing Environment
Environment
3.3. The Internal Marketing Environment
3.2.2. The External Micro Marketing
Environment
4. Analyze Consumer
4.1. Meaning of Consumer Buying Behavior
Buying Behavior
4.2. Factors Influencing Consumer Buying
Behavior

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No. Competency Outcome Contents Sub-Contents

4.3. The Consumer Buying Decision Process

4.4. Model of Consumer Buying Behavior
II. Develop 1. Develop Work Ethics 1.1. Concept of Profession and Professionalism
1.8.1. Handling unethical Behavior in the
Professional 1.2. Characteristics of professionals Workplace

Ethics 1.3. Fundamentals of Professional Ethics

1.4. Common Principles of Professional Ethics
1.5. The importance of professional ethics
1.6. Ethiopian ethical service delivery
1.7. Characteristics of Work Ethics
1.8. Unethical Behavior in the Workplace
2. Develop Ethical 2.5.1. Importance of Corporate Social
2.1. Definition of Marketing Ethics and Ethical
Behaviors in Responsibility (CSR)
Marketing
Marketing and Sales
2.2. Importance of ethics in marketing
Operations
2.3. Ethical issues in marketing
2.4. Ethical Marketing Practices
2.5. Corporate Social Responsibility
3. Apply Ethical 3.1. The Principles of Ethical Marketing
Principles and Values 3.2. Ethical Values in Marketing
in Marketing and Sales 3.3. Honesty and Transparency in Advertising
Operations 3.4. Fair and Respectful Treatment of Customers

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 No. Competency Outcome Contents Sub-Contents

4. Conduct Ethical 4.1. Ethical Decision Making

Marketing Decisions 4.2. Factors Influencing Ethical Decision
Making
4.3. Ethical Decision Making Process

III. 1. Develop Market 1.1. Meaning and Purpose of Market I.1.1. Definition of Market Research
Research Plan Research I.1.2. Market Research and Marketing
1.2. The Market Research Process Research

Conduct 1.3. Planning the Market Research I.1.3. Purpose of conducting Market
Market Research
1.2.1. Stages in Market Research Process
Research
1.3.1. Contents o f a Research Proposal
2. Select Representative 2.1. Basic Sampling and Statistical 2.2.1. Probability sampling
Sample Terminology 2.2.2. Non-probability sampling
2.2. Sampling Methods and Techniques

3. Collect Market Data 3.1. Types and Sources of data for Market 3.1.1. Primary and Secondary Data
Research 3.1.2. Quantitative and Qualitative data
3.2. Collecting Data for Market Research 3.2.1. Accessing Secondary Data in
Market Research
3.2.2. Collecting primary data for
Market Research
4. Analyze and Interpret 4.1. Processing data 4.2.1. Data Analysis using Descriptive
Data in Market

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 No. Competency Outcome Contents Sub-Contents

Research 4.2. Analyzing data Statistics

4.3. Interpretation of findings
5. Prepare Market 5.1. Meaning and Objectives of Market 5.1.1. Definition of Market Research
Research Report Research Report Report
5.2. General Format for Written Report 5.1.2. Objectives of Writing Market
Research Report
IV. 1. Segment the Market 1.1 Meaning and Benefits of Market 1.1.1. Meaning of Market Segmentation
Segmentation 1.1.2. Benefits of Market Segmentation
Develop Strategic 1.2 Levels of Market Segmentation 1.5.1. Geographic Segmentation
Marketing 1.3 Requirements for Effective Segmentation 1.5.2. Demographic Segmentation
Elements 1.4 Market Segmentation Procedure 1.5.3. Behavioral Segmentation
1.5 Consumer Market Segmentation 1.5.4. Psychographics Segmentation
2. Select the Target 2.1 Meaning of Market Targeting
Market 2.2 Market Targeting Process
2.3 Market Targeting Strategies
3. Develop Market 2.1. Meaning of Market Positioning 3.2.1. Product Differentiation
Positioning Strategy 2.2. Tools for Competitive Differentiations 3.2.2. Service Differentiation
2.3. Market Positioning Strategy 3.2.3. Personnel Differentiation
3.2.4. Channel Differentiation
3.2.5. Image Differentiation
3.3.1. Choosing and implementing
positioning strategy
3.3.2. Market Positioning Strategies

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No. Competency Outcome Contents Sub-Contents

3.3.3. Major Positioning Errors

1. Develop 1.1. Meaning of Marketing Mix
1.3.1. The 4Ps Model of Marketing Mix
Understanding of the 1.2. Importance of Marketing Mix.
1.3.2. The 7Ps Model of Marketing Mix
Marketing Mix 1.3. Models of the Marketing Mix
Elements
2. Design Goods and
2.1. Meaning of Product 2.3.1. Consumer Goods Classifications:
Services
2.2. Product Classification 2.3.2. Industrial goods classification:
Develop
V. 2.3. New Product Development Process 2.3.3. Stages in New Product
Marketing
2.4. The Product Life Cycle Development Process
Programs
2.5. Individual Product Decisions 2.4.1. Stages in Product Life Cycle
2.4.2. Branding Decisions
2.4.3. Packaging Decisions
2.4.4. Labeling Decisions
3. Determine Price for
3.1. Meaning of Price 3.3.1. Internal Factors Affecting Pricing
Goods and Services
3.2. Pricing Objectives Decision
3.3. Factors Influencing Pricing Decisions 3.3.2. External Factors Affecting Pricing
3.4. General Pricing Approaches Decisions
3.5. Pricing Strategies 3.5.1. New product pricing strategies
3.6. A General Pricing Decision Model 3.5.2. Product mix pricing strategies
3.5.3. Price-adjustment strategies

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No. Competency Outcome Contents Sub-Contents

4. Place/Distribute
4.1. Meaning of Place (or Distribution) 4.4.1. Channels for Consumer Goods
Goods and Services
4.2. Distribution Strategy 4.4.2. Channels for Business Goods
4.3. Nature of Marketing Channel
4.4. Types of Channels
4.5. Factors Influencing the Choice of
Distribution Channels
5. Promote Goods and
5.1. Meaning of Promotion 5.3.1. Push Strategy
Services
5.2. Functions of promotion 5.3.2. Pull Strategy
5.3. Promotional Strategies 5.5.1. Advertising
5.4. Developing promotion plan 5.5.2. Personal Selling
5.5. The Promotional Mix Elements (Marketing 5.5.3. Sales Promotions
Communication) 5.5.4. Publicity
5.6. Concept of Integrated Marketing 5.5.5. Direct Marketing
Communications (IMC) 5.6.1. Importance of Integrated
Marketing Communication (IMC)
5.6.2. Components of the Integrated
Marketing Communications (IMC)
6. Develop Extended 6.1. Meaning of Service 6.2.1. Services Characteristics and Their
Marketing Mix 6.2. Characteristics of Services Marketing Implications
Elements for 6.3. Service Marketing Mix – 7Ps of Marketing
Services

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 No. Competency Outcome Contents Sub-Contents

1. Develop 1.1. Introduction to Kaizen

Understanding of 1.2. Principles of Kaizen philosophy
kaizen Philosophy 1.3. Key Concepts of Continuous
Improvement
1.4. Benefits of Implementing Kaizen in
Marketing and Sales operations
2. Identify and 2.1. Introduction to Waste
Apply Basic
VI. eliminate wastes in 2.2. Types of Waste
Kaizen
marketing and sales
operations

3. Apply 5S procedures 3.1. Meaning and objectives of 5S

in marketing and 3.2. The 5S Phases
Sales operations 3.3. Creating a Culture of Continuous
Improvement.
VII. Undertake Sales 1. Develop Sales Plan 1.1. Introduction to Salesmanship 1.1.1 Meaning of Salesmanship
Activities 1.2. Ethical and social responsibilities of 1.1.2 Qualities of A Good Sales Person
salesperson (MKT 306 DISTRIBUTION 1.1.3 Characteristics of Successful Sale
AND SALES ) Person
1.3. Sales Budget and Sales Target 1.1.4 Types of Sale Persons
1.4. Sales documents 1.1.5 Types of Selling Situations

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No. Competency Outcome Contents Sub-Contents

1.1.6 Selling Approaches/techniques

1.1.7 DIFFERENCE BETWEEN
PERSONAL SELLING,
SALESMANSHIP AND SALES
MANAGEMENT
1.2.1. Ethical and social responsibilities
of salesperson (MKT 306
DISTRIBUTION AND SALES,
personal-selling-and-
salesmanship….)
1.4.1. Sales slip/cash memo
1.4.2. Sales Forecast
1.4.3. Determination of Sales Target
1.4.4. Prepare Sales Plan
1.4.5. Prepare Selling Expense Summary
1.4.6. Prepare Sales Report/Summary
1.5. Sales documents
2. Select Qualified 2.1. Identification and Qualification of 2.1.1. Concept of identification and
Prospects Prospects qualification of prospects
2.1.2. Methods for Identifying Prospects
2.1.3. Criterion for Qualifying Prospects
3. Carry out Pre- 3.1. Pre-approach Activities 3.1.1. Meaning of Pre-Approach
Approach Activities 3.1.2. Importance of Pre-Approach

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No. Competency Outcome Contents Sub-Contents

3.1.3. Sources of Information in Pre-

Approach
4. Apply Methods of 4.1. Approach Prospects 4.1.1. Meaning of Approach
Approaching Prospects 4.1.2. Importance of Approach
4.1.3. Methods of Approaching Prospects
5. Conduct Sales 5.1. Sales Presentation and Demonstration 5.1.1. Concept of Sales Presentation and
Presentation and Demonstration
Demonstration 5.1.2. Purpose of Sales Presentation and
Demonstration
5.1.3. Types of Sales Presentation
5.1.4. Types of Sales Demonstration
6. Overcome Customer 6.1. Customer Objections 6.1.1. Concept of Customer Objections
Objections 6.1.2. Reasons for Customer Objections
6.1.3. Common Types of Customer
Objections
6.1.4. Objection Handling Techniques
7. Apply Sales Closing 7.1. Close Sales 7.1.1. Meaning of Closing Sales
Techniques 7.1.2. Techniques of Closing Sales
8. Perform After Sales 8.1. After Sales Services 8.1.1. Importance of After Sales Services
Services 8.1.2. Types of After Sales Service

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 No. Competency Outcome Contents Sub-Contents

1. Conduct Retail Store 1.1. An Overview of Retailing 1.1.1. Definition of Retail Marketing
Location and Layout 1.2. Retail Store Location and 1.1.2. Product Retailing Vs. Service
decisions Layout Retailing
1.2.1. Retail Site Evaluation and Selection
1.2.2. Retail Store Design and Layout
2. Apply 5S Procedures 2.1. Introduction to Kaizen Philosophy 2.1.1. Meaning and Concepts of Kaizen
in Retail Stores 2.2. 5S Procedures in retail Businesses. Philosophy
2.2.1. Sort Working Items
2.2.2. Set Workplace In Order
2.2.3. Shin Work Area
Conduct Retail
VIII. 2.2.4. Standardize Work Activities
Marketing
2.2.5. Sustain the 5S Procedures
3. Prepare Merchandise 3.1. Merchandise Requirement Plan 3.1.1. Assortment Planning
Requirement Plan 3.1.2. Buying Assortments and Vendor
Relations
4. Develop Retail 4.1. Retail Marketing Program 4.1.1. Retail Packaging and labeling
Marketing Program 4.1.2. Retail Price Strategies
4.1.3. Retail Advertising
4.1.4. Sales Promotion
5. Apply Point of Sales 5.1. Retail Selling Process 5.1.1. Point of Sales Procedures
Procedures 5.1.2. Preparation of Sales Slip
IX. Deliver Customer 1. Identify Customer 1.1. Concepts of Customer 1.1.1. Definition of Customer
Needs

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No. Competency Outcome Contents Sub-Contents

1.2. Customer Needs and Wants 1.1.2. Internal and External Customers
1.3. Customer Value and Satisfaction 1.2.1. Customers’ Needs and Wants
1.2.2. Methods to Identify Customers’
Needs
1.3.1. Customer Value
1.3.2. Customer Satisfaction
1.3.3. Benefits of Satisfied Customers
1.3.4. Pitfalls of Dissatisfied Customers
2. Deliver Customer 2.1.Introduction to Customer Services 2.1.1. Definition of Customer Service
Service 2.2.Determinants of Customer Service Quality 2.1.2. Professional Qualities in Customer
Services Service
2.1.3. Principles of Customer Service
2.1.4. Benefits of Good Customer Service
2.2.1. Measure of Service Quality
(SERVQUAL Model)
3. Resolve Customer 3.1. Meaning and Nature of Customer 3.1.1. Concept of Customer Complaints
Complaints Complaints 3.1.2. Reasons for Customer Complaints
3.2. Complaint Handling 3.1.3. Common Types of Customer
Complaints
3.2.1. Purpose of Complaint Handling
3.2.2. Complaints Resolution Strategies
X. Conduct digital 1. Understand 1.1 Overview of digital marketing 1.1 Meaning of E- Marketing
overview of

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No. Competency Outcome Contents Sub-Contents

marketing Digital Marketing 1.2Types of Digital Marketing 1.2.1 Email Marketing

1.2.2 Website Marketing
1.2.3 Search Engine Optimization and
Search Engine Marketing
1.2.4 Media and Community
Marketing
1.2.5 Mobile Marketing
1.2.6 Smart-Environment
Marketing

1.3 Digital Marketing Value 1.3 Digital Marketing Value

1.4 Value and Digital Marketing 1.4 Value and Digital Marketing
1.5 Digital Brand, Trust, and Reputation 1.5 Digital Brand, Trust, and
Reputation

1.6 Digital Marketing Objectives 1.6.1 Gain Customer Insights

1.6.2 Enhance Retention and
Loyalty
1.6.3 Establish Expertise
1.6.4 Build Brand Image,
Reputation, and Trust
1.6.5 Provide Information
1.6.6 Brand Image Building
Campaign

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No. Competency Outcome Contents Sub-Contents

Examine Digital 2.1 The Digital Marketing Mix 2.1.1 The Digital Marketing Mix
Marketing Mix and
Digital Segmentation,
Targeting, and
Positioning (STP)

2.2 The 7A’s of Digital Marketing 2.1.1 Add

2.1.2 Allure
2.1.3 Advance
2.1.4 Adapt/Adjust
2.1.5 Associate
2.1.6 Abide
2.1.7 Analyze
Apply Search Engine 3.1 Evolution and Value of Search Engine 3.1 Evolution and Value of Search
Marketing Engine Marketing
Marketing (SEM)

3.2 SEM Objectives 3.2.1 Gain Customer Insights

3.2.2 Establish Expertise
3.2.3 Build or Increase Brand
Image, Reputation, and Trust

3.3 SEM Considerations, Strategies, and 3.3.1 Search Engine Selection

Tactics Strategy

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No. Competency Outcome Contents Sub-Contents

3.3.2 SEM Content Strategies and

Tactics

4.1.Social media marketing in practice 4.1 Importance of Social Media

4.2 Types of Social Media Platforms
Develop Social Media
Marketing Content
4.3 Creating Unique Content 4.3.1 Video Optimization
4.3.2 Using YouTube and Other
Platforms
4.3.4 Marketing on Twitter and
Facebook
4.3.5 Using LinkedIn for Business
Development
4.4 Web Analytics 4.4.1 Google Analytics Interface

Appreciate Trends of 5.1 Trends in marketing 5.1 Next Generation of Search

Digital Marketing 5.2 Smarter Marketing Automation
5.3 Cloud Services and Digital
Marketing-as-a-Service
5.4 IoT and IoE

5.2 AI in Digital Marketing 5.2.1 AI in Digital Marketing

5.2.2 Digital Consumer–Machine
Collaboration

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 No. Competency Outcome Contents Sub-Contents

1. Develop Understanding 1.1. Overview of Entrepreneurship 1.1.1. Basic Concepts of Entrepreneurship

of Entrepreneurship 1.1.2. Entrepreneurial Functions in
Business
1.1.3. Rewards for Being an Entrepreneur
1.1.4. Personal Efforts to be an
Entrepreneur
2. Start Your Business 2.1. Business Idea and Business Opportunities 2.2.1. Meaning of Business Idea
Enterprise 2.2. Legal Forms of Business Ownership 2.2.2. Sources of Business Idea
Apply
2.3. Selection of business location 2.2.3. Meaning of Business Opportunity
Entrepreneurial
2.4. Estimate the Start-up Capital 2.2.4. Generate and Screen Business
Skills
XI. 2.5. Sources of Start-up Capital Ideas
2.2.5. The four Legal Forms of Business
Ownership
2.3.1. Selection of business location
2.4.1. Estimate Investment Capital
2.4.2. Estimate Working Capital
2.5.1. Equity Financing
2.5.2. Debt Financing
3. Develop One’s Own 3.1. A Business Plan 3.1.1. Meaning of a Business Plan
Business Plan 3.1.2. Importance of Business Plan
3.1.3. Contents of a Business Plan

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