Marketing Analysis & Decision Making

Category: Collaborative Objective Test & Team Performance (Role Play)
Type: Individual or Team

Overview

Two (2) parts: an objective test and interactive role play or presentation. A 60-minute objective test will be administered onsite at the NLC. Team competitors will take one (1) objective test collaboratively.

Objective Test Competencies: Advertising and Promotion/Sales Management; Consumer Behavior; E-Commerce; Marketing Management; Marketing Principles and Concept; Marketing Research; Public Relations

Case: An interactive role play situation that may include consumer behavior, advertising, e-commerce, public relations, research, etc.


Guidelines

Collaborative Objective Test & Team Performance (Role Play) Guidelines
Performance Guidelines—Final Round
  • Two (2) 4"x6" note cards will be provided to each competitor and may be used during event preparation and performance. Information may be written on both sides of the note cards. Note cards will be collected following the presentation.
  • No additional reference materials allowed.
  • Turn off all electronic devices.
  • Individuals/teams should introduce themselves, describe the situation, make their recommendations, and summarize their cases.
  • If participating as a team, all team members are expected to actively participate in the performance.
  • All questions raised in the case must be addressed during the presentation.
  • Objective test scores will be used to break a tie.
  • Financial calculators may be used for accounting, finance, and analysis & decision making events; calculators will be provided for all other events.
  • Final performances are not open to conference attendees.
Penalty Points Deducted by Judges
  • Five (5) points are deducted if competitors do not follow the dress code.
  • Five (5) points may be deducted for not following guidelines.
General Performance Guidelines
Performance Guidelines

Fifteen (15) competitors/teams—or an equal number from each section in the preliminary round—will advance to the final round. When there are more than five sections of preliminary performances for an event, two competitors/ teams from each section will advance to the final round.

In the case of team events, all team competitors are expected to actively participate in the performance.

Competitors cannot be replaced or substituted after the name change deadline of 11:59 p.m. Eastern Time on the first Friday in June.

All competitors must comply with the FBLA‑PBL dress code.

Prejudged materials and résumés will not be returned.

Technology Guidelines
  • Internet access will be provided for:
    • Computer Animation
    • Forensic Accounting
    • Global Analysis & Decision Making
    • Mobile Application Development
    • Network Design
    • Social Media Challenge
    • Website Design
  • Internet access may not be WiFi, so competitors should plan appropriately when selecting laptops/tablets on which to present.
  • All competitors in accounting, finance, and analysis & decision making events may bring and use financial calculators.
Performance Competencies
  • Demonstrate excellent verbal communication.
  • Display effective decision-making and problem-solving skills.
  • Express self-confidence and poise.
  • Work well as a team when applicable.
  • Exhibit logic and systematic understanding.
  • Conduct a professional business presentation.
  • Answer questions effectively (when applicable).
Penalty Points Deducted by Judges
  • Five (5) points are deducted if competitors do not follow the dress code.
  • Five (5) points may be deducted for presentations over the allotted time.
  • Five (5) points may be deducted for not following guidelines.

Audience

  • Preliminary and final performances are not open to conference attendees.
  • Recording performances is prohibited.
  • All electronic devices must be turned off.
  • All attendees must follow the dress code and wear their name badges; however, the badge may be removed when presenting.
  • All attendees are requested to remain quiet while in competitive event areas.
General Guidelines

The general event guidelines below are applicable to all national competitive events. Please review and follow these guidelines when competing at the national level. When competing at the state level, check the state guidelines since they may differ.

Eligibility

  • Dues: Competitors must have paid PBL national and state dues by 11:59 p.m. Eastern Time on April 15 of the current school year.
  • NLC Registration: Participants must be registered for the NLC and pay the national conference registration fee in order to participate in competitive events.
  • Deadlines: The state chair, or designee, must register each state competitor on the official online entry forms by 11:59 p.m. Eastern Time on the second Friday in May.
  • Each state may submit three (3) individuals in all events requiring only objective tests and two (2) individuals or teams for all events that require a pre-judged or performance component.
  • Each competitor can compete in two (2) events.
  • Each competitor must compete in all parts of an event for award eligibility.
  • A team shall consist of two or three members. Exceptions are Parliamentary Procedure which must be a team of four or five members, and LifeSmarts which must be a team of two members.

Repeat Competitors

Competitors are not permitted to compete in an event more than once at the NLC unless one of the following circumstances applies:

  • Modified Events: A competitor may compete in the same event when the event is modified. Note, if the only modification is a name change, competitors may not compete in the renamed event.
  • Team Events: One (1) competitor of the team may have competed in the same event at one (1) previous NLC; however, they may not compete more than twice in the event at the national level.
  • Chapter Events: Competitors may compete in a chapter event more than once (Community Service Project).
  • Individual Entry: A competitor who competed as an individual entry in a team event at the national level may compete in the same event a second time as part of a team, but not a second time as an individual.
  • Parliamentary Procedure: Two (2) competitors of the team may have competed in this event at a previous NLC; however, they may not compete more than twice at the national level.
  • Pilot Event: Competition in a pilot event does not disqualify a competitor from competing in the same event if it becomes an official competitive event. The participant may compete in another event as well as a pilot event.

Breaking Ties

  • Objective Tests: Ties are broken by comparing the correct number of answers to the last 10 questions on the exam. If a tie remains, the competitor who completed the test in a shorter amount of time will place higher. If this does not break the tie, answers to the last 20 questions will be reviewed and determine the winner.
  • Objective and Production Tests: The production test scores will be used to break a tie.
  • Objective Tests and Performances: The objective test score will be used to break a tie based on the tie-breaking criteria of objective tests.
  • Reports/Projects and Performances: The report/project scores will be used to break a tie.
  • Performances: Judges must break ties and all judges’ decisions are final.

National Deadlines

  • State chair/adviser must register all competitors for NLC competitive events online by 11:59 p.m. Eastern Time on the second Friday in May.
  • All prejudged components (reports, websites, projects, statement of assurance) must be received by 11:59 p.m. Eastern Time on the second Friday in May.
  • All prejudged projects and reports must be submitted electronically.
  • All Statements of Assurance must be submitted online.
  • All production tests must be received at FBLA-PBL by 11:59 p.m. Eastern Time on the third Friday in May.
  • Desktop Publishing—two (2) copies of the finished product must be uploaded as PDF files by 11:59 p.m. Eastern Time on the third Friday in May.
  • All production tests must be uploaded online.
  • State chair/adviser may make name changes only (no additional entries) by 11:59 p.m. Eastern Time on the first Friday in June. Competitor drops are the only changes allowed after this date and onsite.

National Awards

The number of competitors will determine the number of winners. The maximum number of winners for each competitive event is 10. Only one (1) award is given to the schools competing in chapter events (Community Service Project and Local Chapter Annual Business Report).

Additional Materials

Certain events may allow the use of additional materials. Please refer to event guidelines.

Americans with Disabilities Act (ADA)

FBLA‑PBL meets the criteria specified in the Americans with Disabilities Act for all participants who submit a special needs form.

Recording of Presentations

No unauthorized audio or video recording devices will be allowed in any competitive event. Participants in the performance events should be aware the national association reserves the right to record any performance for use in study or training materials.

Graduate Students

Graduate students may compete in all PBL events.


Preparation

Sample Practice Materials

Rating Sheets


Format Guide

Competencies
Competency
Tasks
Advertising and Promotion/Sales Management
1. Develop an effective mix of marketing communication efforts with emphasis on advertising and public relations.
2. Select the elements of the promotional mix and identify issues to consider when creating a promotional mix.
3. Discover the strengths and weaknesses of various promotional methods.
4. Plan promotional activities to maximize return on promotional efforts (e.g., advertising and direct marketing)
5. Utilize and manage marketing information to facilitate promotional activities.
6. Identify the definition of integrated marketing communication.
7. Conduct advertising tracking studies, measure media audience, and measure response rates
8. Acquire a foundational knowledge of promotion to understand its nature and scope.
9. Describe the evolution of advertising and its current role in society.
10. Evaluate design principles used in advertising layouts to communicate needs to designers.
11. Outline the relationships between ethics, social responsibility, and advertising.
12. Evaluate the differences and similarities of sales promotion, advertising, and public relations.
13. Describe the various forms of advertising including primary, secondary, and institutional advertising
14. Identify the various methods of establishing advertising budgets including “follow the leader”, percentage of past sales, etc.
15. Describe the various legal and/or governmental restrictions that affect advertisers.
16. Develop and present an advertising plan.
17. Identify the goal of sales promotion in an advertising campaign.
18. Evaluate the costs and effectiveness associated with various advertising initiatives and media placements.
19. Demonstrate techniques to identify the customer’s needs and for providing solutions to a customer’s needs through presentation of a product.
20. Demonstrate taking action to close a sale.
21. Monitor sales activities to meet sales goals/objectiveS.
22. Guide sales staff to improve their success rate and to minimize staff turnover.
23. Sequence the steps of the personal selling process.
24. Identify and maximize the interdependencies between marketing and sales.
25. Create a lead-generation strategy that encompasses marketing, sales, and end-users.
Consumer Behavior
1. Define consumer behavior and discuss its role in business and society
2. Assess market potential, analyze customer behavior, and focus resources on specific customer populations and against specific competitors (e.g., market definition, segmentation, targeting, and positioning).
3. Describe the factors involved in consumer decision making.
4. Utilize/manage marketing information to predict/analyze consumer behaviors.
5. Evaluate product usage and predict demand patterns.
6. Explain recent trends, internal, and external influences that have affected consumers.
7. Identify the stages of the consumer decision-making process.
8. Discuss consumer rights, consumer protection, and socially responsible marketing.
9. Develop a consumer profile.
10. Discuss ways to target a new customer and ways to target an existing customer.
11. Provide examples of rational and emotional buying motives.
12. Explain how culture sets the boundaries of consumer behavior
13. Discuss how cultural values and expectations affect the interaction between the customer service provider and the customer.
E-Commerce
1. Define electronic commerce and describe its various categories
2. Discuss the benefits of e-commerce to organizations, consumers, and society.
3. Describe the limitations of e-commerce.
4. Define e-marketplaces and list their components. 5. Analyze corporate needs to determine the best e-commerce
5. Analyze corporate needs to determine the best e-commerce solution.
6. .Determine how to narrow down a profitable product or service to sell online.
7. Describe the process of putting a Web site on the Internet.
8. Differentiate needs and recommend online services, in-house programming, database integration, and marketing recommendations for a company.
9. Identify when and why media should be added to a site.
10. . Discuss the steps for setting up an online store.
11. Discuss options and steps for setting up online payment transaction for a company.
12. Define what B2B is and how B2B is affecting e-commerce.
13. Discuss concepts, characteristics, and models of business to business (B2B) e-commerce.
14. Discuss the factors that influence consumer behavior online.
15. Discuss the role of supply chains in e-commerce
16. Discover the powerful tool of e-mail marketing.
17. Define “link swapping” and its role for marketing a site
18. Discuss legal vs. ethical issues.
Marketing Management
1. Develop a complete marketing plan, including marketing research instrument (survey), marketing mix decisions, marketing strategies, and implementation strategies.
2. Apply an analytical approach to make tenable marketing decisions and changes depending upon the changing dynamics in the market place.
3. Discuss the strategies open to firms for operating in competitive environments
4. Identify and discuss the elements and models that are useful to the process of developing effective market strategy.
5. Develop strategic marketing plans and strategies.
6. Explain and diagram a SWOT analysis.
7. Analyze marketing opportunities: customer analysis, competitor analysis, market analysis, environmental analysis, and resource analysis.
8. Estimate market size and develop strategies and tactics to capture untapped market potential.
9. Examine factors for selecting transportation methods (e.g., rail, truck, air, waterways, and pipelines).
10. Utilize inventory-control methods to minimize costs and to meet customer demand.
11. Utilize channel-management strategies to minimize costs.
12. Determine pricing strategies that maximize return and meet customers’ perceptions of value.
13. Manage marketing information to compare pricing objectives, maximize profits, increase marketing share, maintain an image, and meet customers’ perceptions of value
14. Assess changes in price structures and evaluate pricing decisions to determine optimal prices.
15. Identify examples of price skimming strategies, penetration pricing, and flexible pricing.
16. Maintain business records to facilitate marketing operations.
17. Develop and implement security policies/procedures to minimize chance for loss.
18. Forecast and evaluate the financial impacts of marketing decisions.
19. Evaluate the impact of technology such as the Internet and databases on marketing strategies and decisions.
20. Explain human resource laws and regulations to facilitate business operations.
21. Explain production’s role and function in marketing business.
22. Describe new product development steps.
23. Explain and illustrate the product life cycle.
24. Implement quality-control processes to minimize errors and to expedite workflow.
25. Implement purchasing activities to obtain business supplies, equipment, and services.
26. Maintain property and equipment to facilitate ongoing business activities.
Marketing Principles and Concept
1. Differentiate between and discuss the elements of marketing.
2. Differentiate between the concepts of mass marketing, segmentation, target marketing, differentiation, and positioning.
3. Identify and develop marketing segmentation strategies.
4. Recognize the contribution of marketing to the economy and to business operations
5. Show the impact of marketing on employment and the economy
6. Discuss the scope and importance of marketing.
7. Distinguish between “seller” and “buyer” markets.
8. Develop product strategies and discuss how services and nonprofit “products” differ from traditional ones.
9. Describe the central role of the marketing mix plan and how to optimize it.
10. Apply marketing mix concept to strategic planning process.
11. Compare and contrast marketing channels.
12. Explain pricing principles.
13. Explain branding. C
Marketing Research
1. Describe the role of marketing research in marketing.
2. Describe various research designs for marketing (e.g., Exploratory, Qualitative, and Descriptive).
3. Set up and implement a marketing research project to test hypothesis and/or to resolve issues.
4. Outline the steps in the marketing research process and describe the activities conducted for each step.
5. Design a research process to solve a marketing problem, using the most appropriate research techniques for a given situation.
6. Analyze and prepare a flowchart depicting the research design
7. Consolidate and present an entire research project, from defining a marketing problem to compiling the data with appropriate recommendations based on the research conducted.
8. Compare qualitative and quantitative research strategies and data
9. Distinguish between the various types of data analysis (e.g., univariate analysis, bivariate analysis, factor analysis, and multivariate analysis).
10. Describe the various methods of collecting marketing information (e.g., sampling, observation, and questionnaire).
11. Interpret research data into information for decision making.
12. Implement security precautions to protect marketing research.
13. Implement procedures to assure confidentiality and security of respondents
14. Utilize planning tools to guide the organization’s marketing research department activities
15. Utilize statistical and mathematical tools and software systems to aid in data interpretation.
16. Evaluate quality of marketing research activities to determine needed improvements
Public Relations
1. Utilize the appropriate public relation tools
2. Discuss the fundamentals and essentials of public relations
3. Compare and contrast public relations and publicity.
4. Determine the distinction between public relations and advertising.
5. Evaluate and analyze the ethical and legal responsibilities of public relations.
6. Identify and describe the types of materials used in public relations (e.g., press release and public service announcement).
7. Identify the skills and techniques used to deal with media for positive public relations and in crisis situations.
8. Create a public relations campaign plan and budget.

Alignment

PBL Program of Study
Management/Marketing

Eligibility

States may submit up to 2 entries.
Competitors must be registered for NLC and pay registration fee.
Competitors must pay dues by 11:59 p.m. Eastern on April 15.

Finals

The top fifteen (15) scoring individuals/teams advance to the final round.

Timeline

Test: 1 hour
Prep: 20 min
Equipment Setup: N/A
Performance: 7 min
Warning: 6 min
Time Up: 7 min
Penalty Over Time: N/A
Q & A: N/A