MARKETING
KURT S. THOMSON AWARD
Marketing challenges members to demonstrate their understanding of marketing concepts and strategies through an objective test and a role play scenario. Members apply their knowledge in areas such as market research, branding, promotion, and customer engagement to solve real-world business challenges.
Event Overview
Division: High School
Event Type: Team of 1, 2 or 3 members
Event Category: Role Play Event
Event Elements: Objective Test and Interactive Role Play
Objective Test Time: 50 minutes
Role Play Time: 20-minute preparation time, 7-minute presentation time
Career Cluster Framework Connection: Marketing & Sales
NACE Competency Alignment: Career & Self-Development, Communication, Critical Thinking, Leadership, Professionalism
Items Competitor Must Provide: Sharpened pencil, Photo Identification, Conference-provided nametag, Attire that meets the Florida FBLA Dress Code
Items Provided by FBLA: Two notecards for each competitor and secret problem/scenario for role play
Objective Test Competencies
· Marketing Fundamentals
· Market Planning
· Marketing-Information Management
· Product/Service Management
· Channel Management
· Pricing
· Promotion
· Selling
Test questions and role plays are based on the knowledge statements and objectives outlined for this event. Detailed objectives can be found in the study guide included in these guidelines
District
Check with your District leadership for District-specific competition information.
State
Eligibility
· FBLA membership dues are paid by 11:59 pm Eastern Time on December 1 (or earlier date specified by District Director) of the current program year.
· Members may compete in an event at the State Leadership Conference (SLC) more than once if they have not previously placed in the top ten of that event at the National Leadership Conference (NLC). If a member places in the top ten of an event at NLC, they are no longer eligible to compete in that event.
· Members must be registered for the SLC and pay the state conference registration fee in order to participate in competitive events.
· Members must stay within the official FBLA housing block of the official FBLA hotel in order to compete.
· Each district may be represented by participant(s) based on the Florida FBLA scaled quota system found on the Florida FBLA website.
· Each member can only compete in one individual/team event and one chapter event (Community Service Project, Local Chapter Annual Business Report).
· Each competitor must compete in all parts of an event for award eligibility.
· Identification: Competitors must present valid photo identification (physical) that matches the name on their conference name badge. Acceptable forms include a driver’s license, passport, state-issued ID, or school ID.
· All members of a team must consist of individuals from the same chapter.
· Competitors cannot be replaced or substituted in between the objective test and role play time.
· If competitors are late for an objective test, they may be either disqualified or permitted to begin late with no extension of the time as scheduled.
· If competitors are late for a presentation time, they may be disqualified or placed later in the schedule. The decision is solely up to the judges.
· Participants must adhere to the Florida FBLA dress code established by the Florida Board of Directors or they will not be permitted to participate in the competitive event.
Recognition
· The number of competitors will determine the number of winners. The maximum number of winners for each competitive event is 5.
Event Administration
· This event has two phases: objective test and role play
· Objective Test
o Objective Test Time: 50 minutes
o Objective Test Questions: 100 questions
o This event is an objective test administered at the SLC.
o No reference or study materials may be brought to the testing site.
o Competitors on a team must test individually, starting within minutes of each other. Individual test scores will be averaged for a team score.
· Interactive Role Play Presentation
o Preparation Time: 20 minutes
o Presentation Time: 7 minutes (one-minute warning)
o Question & Answer: None
o The top 5 scoring teams will advance to the role play final round.
o The finalists will be sequestered before the first performance to receive instructions and time assignments. Twenty (20) minutes before their performance time, individuals will receive the case study. A team entering sequestering after the first performance has begun will be disqualified.
o Competitors will be provided with a single copy of a marketing–related scenario or problem at the beginning of their assigned preparation time. This copy must be shared among team members and may only be accessed within the designated preparation area.
o Two notecards will be provided to each competitor and may be used during event preparation and role play presentation. Information may be written on both sides of the notecards. Notecards will be collected following the role play.
o No technology, reference materials, visuals, or props may be used.
o If participating as a team, all team members are expected to actively participate in the role play.
o Role plays are interactive presentations; the judges may ask questions throughout the presentation.
o Role play presentations are not open to conference attendees.
o Competition ethics demand that competitors and audience members do not discuss or reveal the role play until the event has ended.
Scoring
· The team-averaged objective test score determines the top 5 teams advancing to role play round.
· The role play round scores only will be used to determine winners.
· Judges must break all ties. Decisions of the judges are final. Results announced at the State Leadership Conference are considered official and will not be changed after the conclusion of the State Leadership Conference.
Recording of Presentations
· No unauthorized audio or video recording devices will be allowed in any competitive event.
· Participants in the events should be aware FBLA reserves the right to record any presentation for use in study or training materials.
Americans with Disabilities Act (ADA)
· FBLA complies with the Americans with Disabilities Act (ADA) by providing reasonable accommodations for competitors. Accommodation requests must be submitted through the conference registration system by the official registration deadline. All requests will be reviewed, and additional documentation may be required to determine eligibility and appropriate support.
Penalty Points
· Competitors may be disqualified if they violate the Competitive Event Guidelines or the Honor Code.
Electronic Devices
· Unless approved as part of a documented accommodation, all cell phones, watches, electronic devices, and headphones must be turned off and stored away before the competition begins. Visible devices during the event will be considered a violation of the FBLA Honor Code.
National
If you are competing on the National level, be sure to see the National guidelines at https://www.fbla.org/divisions/fbla/fbla-competitive-events/
Study Guide: Test Competencies and Tasks
Marketing Fundamentals (10 test items)
1. Explain marketing and its importance in a global economy (MK:001, LAP-MK-901) (CS)
2. Explain the need for professional and ethical standards in marketing (PD:137) (SP)
3. Discuss actions employees can take to achieve the company’s desired results (MK:015, LAP-MK-015) (SP)
4. Explain factors that influence customer/client/business buying behavior (MK:014, LAP-MK-014) (SP)
5. Describe connections between company actions and results (e.g., influencing consumer buying behavior, gaining market share, etc.) (MK:019, LAP-MK-019) (SP)
Market Planning (10 test items)
1. Explain the concept of marketing strategies (MP:001, LAP-MP-001) (CS)
2. Explain the concept of market and market identification (MP:003, LAP-MP-003) (CS)
3. Explain the nature of marketing planning (MP:006) (SP)
4. Explain the nature of marketing plans (MP:007, LAP-MP-007) (SP)
5. Explain the role of situation analysis in the marketing planning process (MP:008) (SP)
Marketing-Information Management (15 test items)
1. Identify data monitored for marketing decision making (IM:184, LAP-IM-184) (SP)
2. Explain the nature and scope of the marketing-information management function (IM:001, LAP-IM-001) (SP)
3. Explain the role of ethics in marketing-information management (IM:025, LAP-IM-025) (SP)
4. Explain the nature of marketing research (IM:010, LAP-IM-010) (SP)
5. Describe options businesses use to obtain marketing research data (i.e., primary and secondary research) (IM:281, LAP-IM-281) (SP)
6. Describe data-collection methods (e.g., observations, mail, diaries, phone, internet, discussion groups, interviews, scanners, tracking tools) (IM:289, LAP-IM-289) (SP)
Product/Service Management (25 test items)
1. Explain the nature and scope of the product/service management function (PM:001, LAP-PM-001) (SP)
2. Explain business ethics in product/service management (PM:040, LAP-PM-040) (SP)
3. Identify the impact of product life cycles on marketing decisions (PM:024, LAP-PM-024) (SP)
4. Identify consumer protection provisions of appropriate agencies (PM:017, LAP-PM-917) (SP)
5. Explain the concept of the product mix (PM:003, LAP-PM-003) (SP)
6. Describe the nature of product bundling (PM:041) (SP)
7. Explain the nature of corporate branding (PM:206, LAP-PM-206) (SP)
8. Describe factors used by businesses to position corporate brands (PM:207) (SP)
9. Describe factors used by marketers to position products/services (PM:042, LAP-PM-042) (SP)
10. Explain the nature of product/service branding (PM:021, LAP-PM-021) (SP)
Channel Management (10 test items)
1. Explain the nature and scope of channel management (CM:001, LAP-CM-001) (CS)
2. Explain the nature of channels of distribution (CM:003, LAP-CM-003) (CS)
3. Describe ethical considerations in channel management (CM:006, LAP-CM-006) (SP)
Pricing (10 test items)
1. Explain the nature and scope of the pricing function (PI:001, LAP-PI-001) (SP)
2. Describe the role of business ethics in pricing (PI:015, LAP-PI-015) (SP)
3. Explain factors affecting pricing decisions (PI:002, LAP-PI-902) (SP)
Promotion (10 test items)
1. Explain the role of promotion as a marketing function (PR:001, LAP-PR-901) (CS)
2. Identify the elements of the promotional mix (PR:003, LAP-PR-903) (SP)
3. Describe the use of business ethics in promotion (PR:099, LAP-PR-099) (SP)
4. Explain types of advertising media (PR:007, LAP-PR-007) (SP)
Selling (10 test items)
1. Explain the nature and scope of the selling function (SE:017, LAP-SE-017) (CS)
2. Explain legal and ethical considerations in selling (SE:106, LAP-SE-106) (SP)
3. Describe the use of technology in the selling function (SE:107) (SP)
4. Acquire product information for use in selling (SE:062, LAP-SE-062) (CS)
5. Analyze product information to identify product features and benefits (SE:109, LAP-SE-109) (SP)