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COMPETITIVE EVENT GUIDELINES | COLLEGIATE DECA's COMPREHENSIVE LEARNING PROGRAM

www.deca.org


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Along the Top Menu Bar there is a view option. Click on that and then drag down to navigation panels and then select “bookmarks.” OR

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HOW THIS PDF IS INTERACTIVE:

(Connect to the Internet for the full interactive experience.) 1.

Within the PDF, by viewing the Table of Contents you will be able to link to any section of the document that you would like. To do this, simply click on the place you would like to go (for example, Marketing Management Event) and it will bring you to that page.

2.

Click on any hyperlink, header or logo to interact with the website. Your web browser will open up and connect you to the corresponding page or section of the website where that item is located. This will ONLY work if you have an Internet connection.

3.

In addition to the Guidelines for each event, the website also provides (where applicable) links to: •

Sample exam questions

Sample role-plays and case studies

Competitive event resources available for purchase through Shop DECA

Competition team information

Planning guide to host on-campus competitions

Timely updates

HOW TO PRINT FROM THIS PDF: 1.

You can print the full document by going to File and clicking Print.

2.

You can also print select pages or a certain section. All the pages are numbered and they directly correspond with the PDF. Type in the range of pages you would like to print.

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TABLE OF CONTENTS INSTRUCTIONS ii TABLE OF CONTENTS iii CALENDAR OF EVENTS  iV I. COMPETITIVE EVENTS INTRODUCTION 1 Purpose and Rationale 2

General Rules and Regulations Competitive Events Program and Overview

II. INDIVIDUAL CASE STUDY EVENTS OVERVIEW Comprehensive Exam Specifications Accounting Banking Financial Services Corporate Finance Fashion Merchandising and Marketing Hotel and Lodging Human Resource Management Marketing Management Restaurant and Food Service Management Retail Management Sales Management Meeting Travel and Tourism

3 4

5 6 7–9 10–12 13–15 16–18 19–21 22–24 25–27 28–30 31–33 34–36 37–39

III. TEAM CASE STUDY EVENTS OVERVIEW 40

Business Ethics Business-to-Business Marketing Event Planning Financial Statement Analysis International Marketing Marketing Communications Sports and Entertainment Marketing

41–43 44–46 47–49 50–52 53–55 56–58 59–61

IV. PREPARED BUSINESS PRESENTATION EVENTS OVERVIEW 62 Advertising Campaign 63–73

Business Research Emerging Technology Marketing Strategies Entrepreneurship (Starting a Business) Entrepreneurship (Growing Your Business) Professional Sales

74–84 85–88 89–99 100–109 110–113

COLLEGIATE DECA GUIDE 2017 ›› iii


CALENDAR OF EVENTS

AUG OCT DEC MAR APR 1

3

1

15

6-9

Honorary Life Membership Award due

10

6-9

ENGAGE Program Launch

New Advisors of Chartered Associations Training, Atlanta, GA Collegiate DECA Boost Training Session, Atlanta, GA

16-18

Chartered Association Management (CAM) Conference, Atlanta, GA

Early-Bird Registration Deadline for ENGAGE

MBAResearch Conclave Vancouver, WA

ENGAGE conference registration and housing due

5

Scholarship application site opens

11

2017–2018

Stock Market Game begins

iv ›› COLLEGIATE DECA GUIDE 2017

Outstanding Service Award Application Packet due

ACTE CareerTech VISION Nashville, TN

15

Stock Market Game winners announced

NOV DECA MONTH

SEP

Membership Campaign Goal—25 or more submitted

1

Honorary Life Membership Award Candidate Nomination due Outstanding Service Award Candidate Nomination due

9-11

ENGAGE, New York City, NY

1

Association Administrator of the Year Award recipients due Association Chapter Advisor of the Year Award recipients due

5

Advisor scholarship applications postmark deadline

7

Collegiate DECA Academic Honor Award applications due Leadership Passport Award submission deadline

JAN 19

Student scholarship applications due

23

DECA Idea Challenge Global winners announced

13

Community Service Award submission deadline Chapter Leadership Award submission deadline Advocacy Campaign submission deadline Executive Officer Candidate applications due

14

Collegiate DECA ICDC registration due (to DECA Inc.)

DECA Idea Challenge begins

Collegiate DECA ICDC hotel reservations due to Crystal Gateway Marriott

13-19

FEB

26

15

1

29

17

5

20

15

Global Entrepreneurship Week

Initial online membership dues deadline

Stock Market Game ends

DECA Idea Challenge entries due ENGAGE Case Study Competition submissions due

CTE MONTH

Intent to Run for Executive Office Form due

Stock Market Game begins

Membership submission and dues deadline for Collegiate DECA ICDC event competitors.

28

Membership Campaign Goal—membership increase submitted

Online testing for Collegiate DECA ICDC begins

Recipients of student, advisor and chapter recognition announced

3

Online testing for Collegiate DECA ICDC ends

11-14

Collegiate DECA International Career Development Conference (ICDC), Washington, D.C.

13

Stock Market Game ends

21-24

High School DECA International Career Development Conference, Atlanta, GA

30

Stock Market Game


COMPETITIVE EVENTS INTRODUCTION LEARNING OUTCOMES

Collegiate DECA’s competitive events are clustered around 5 academic/career areas:

MARKETING + COMMUNICATIONS MARKETING + COMMUNICATIONS

BUSINESS MANAGEMENT + ADMINISTRATION

HOSPITALITY + TOURISM

FINANCE + ACCOUNTING

FINANCE + ACCOUNTING

Collegiate DECA’s competitive events: • Provide authentic, experiential learning opportunities for students • Develop additional career-exploration and career-enhancing opportunities • Provide a strong foundation for students to learn and demonstrate knowledge and skills • Encourage students to engage with DECA's corporate partners in their local community • Recognize student achievement

21ST CENTURY SKILLS

21st Century Skills are important to college and career success. All Collegiate DECA competitive events support the development of 21st Century Skills. Participation in competitive events provides an opportunity for students to develop skills such as creativity; collaboration and teamwork; communication skills; and critical thinking and problem solving.

DIRECT QUESTIONS TO: DECA Inc.

Phone: 703-860-5000

Collegiate DECA Division

Fax: 703-860-4013

1908 Association Drive

www.deca.org

Reston, VA 20191-1594

jeff_collins@deca.org

COLLEGIATE DECA GUIDE 2017 ›› 1


PURPOSE AND RATIONALE OUR MISSION

Collegiate DECA prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management in colleges and universities around the globe.

INTRODUCTION

Collegiate DECA’s competitive events program directly supports our mission. Collegiate DECA’s industry-validated competitive events are aligned with the National Curriculum Standards in marketing, business management and administration, finance, and hospitality and tourism. Using time-tested techniques that apply learning, connect to business and promote competition, Collegiate DECA’s competitive events directly contribute to student success in college and careers by focusing on the following outcomes. Academically Successful and Career Ready Collegiate DECA’s competitive events provide a vehicle for students to demonstrate National Curriculum Standards through individual or team activities and to develop and employ the key skills of analysis, application of knowl­edge, creative problem solving and logical presentation. Community Oriented Collegiate DECA’s competitive events help students explore their communities, participate in an environment of coopera­tion and recognize their responsibility to the community. Professionally Responsible Collegiate DECA’s competitive events encourage students to develop ethics, integrity and high standards while assuming responsibility for selfimprovement and self-discipline. Experienced Leaders Collegiate DECA’s competitive events provide constructive avenues for team expression, initiative and creativity. Collegiate DECA’s competitive events program promotes • competence • innovation • integrity • teamwork It should be emphasized that competitive events are only one of the many areas of the total Collegiate DECA comprehensive learning program, and that Collegiate DECA competitive events are only one of the strategies used in assisting students in mastering the performance indicators needed in preparing for and advancing in their careers. It is believed that competitive events are congruent with sound educational practices and enhance educational purposes. Therefore, Collegiate DECA competitive events are authentic, experiential learning activities designed to evaluate students’ mastery of essential performance indicators needed for entry and/or advancement in professional careers. To do this, competitive events are designed to enable students to engage in activities that will extend their professional interests and career preparation and will measure the degree to which performance indicators have already been acquired through course instruction and workplace experience. ADA (Americans with Disabilities Act) rules apply to all Collegiate DECA programs. NON-DISCRIMINATION POLICY DECA Inc. is committed to creating and maintaining a healthy and respectful environment for all of our emerging leaders and entrepreneurs. Our philosophy is to ensure all members, regardless of race, color, religion, sex, national origin, age, disability, sexual orientation, or socio-economic status, are treated equally and respectfully. Any behavior in the form of discrimination, harassment or bullying will not be tolerated. It is the responsibility of all members to uphold and contribute to this climate.

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GENERAL RULES & REGULATIONS In addition to the specific event guidelines, competitors are responsible for following these rules and guidelines below as they pertain to certain events. •

For official event competition, all students must be submitted and paid student members of the Collegiate DECA Division. Dues must be received at DECA Inc. headquarters by February 15 of the current membership year. (This deadline does not apply to students in Management Institutes, Challenges and other conference activities, who may join at any time prior to the International Career Development Conference provided they follow chartered association and chapter guidelines.) Graduate students are eligible to join Collegiate DECA and compete.

All students must be approved and authorized for entering competition by their chartered association, or by their chapter (if not part of an association), through official competitive event registration forms.

All entry forms and creative entries must be submitted by the association advisor, or designee, according to announced deadlines. While the Written Statement of Assurances must be signed and turned in during the event briefing session to avoid penalty points, a signed copy MUST be submitted before a student/team in a written event is permitted to present to judges.

A student may enter only one of the official competitive events during an International Career Development Conference. (Official events consist of the Individual Case Studies, Team Case Studies and Prepared Business Presentations categories.)

Students who are registered for an official competitive event may participate in Challenges and other special conference activities (see the specific guidelines for activity details and restrictions). However, they may not also participate in a Management Institute.

All students must attend the briefing sessions and Professional Development Academy sessions scheduled for their competitive event during the International Career Development Conference. Failure to attend the scheduled sessions may result in disqualification.

No additions or substitutions may be registered for competition after the “changes” deadline date set by DECA Inc. Late registrants may still participate in a Management Institute or Challenge, serve as a voting delegate, or help with an officer campaign.

Students are responsible for providing all materials, equipment, supplies, etc. needed for the presentation. This includes: tape recorders, projectors, screens, flip charts, easels, extension cords, video equipment, computers, etc. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc.

All students entering Individual Case Studies or Team Case Studies must have participated in an association, district and/or local competition.

A written entry and/or prepared presentation (Prepared Business Presentations) may not be entered in more than one competitive event (or by more than one person/team in the same event) during a given year.

Once a written entry and/or prepared presentation is entered in international competition, the same/similar content material may not be entered in international competition again.

Events that allow or require more than one student are noted on the competitive events list and within the detailed event guidelines.

Students must be prepared to show a photo ID at all event briefings, testing, preparation and presentation times.

Students competing in an Individual Case Study event should also review the Comprehensive Exam Specifications on page 6 of this Guide.

COPYRIGHT GUIDELINES •

For any registered logos, trademarks, names, text, etc. that were not the creation of the students, permission must be obtained (association and federal copyright laws apply). Students should assume that any work obtained from another source is copyrighted, even if it is not explicitly stated, unless they are told otherwise.

Any violations of copyright, lack of source citation, or lack of permission to use material, may result in disqualification.

Documentation of permission to use registered logos, trademarks and copyrighted materials must be submitted during the event briefing session. This documentation then will be given to judges prior to the presentation.

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Banking Financial Services

Corporate Finance

Fashion Merchandising and Marketing

Hotel and Lodging

Human Resource Management

Marketing Management

Restaurant and Food Service Management

Retail Management

Sales Management Meeting

Travel and Tourism

2 2 2 2 2 2

Business-to-Business Marketing

Event Planning

Financial Statement Analysis

International Marketing

Marketing Communications

Sports and Entertainment Marketing

1 to 2 1 to 3 1 to 3

Emerging Technology Marketing Strategies

Entrepreneurship (Starting a Business)

Entrepreneurship (Growing Your Business) 1

1 to 3

Business Research

Professional Sales

1 to 3

Advertising Campaign

PREPARED BUSINESS PRESENTATIONS

2

Business Ethics

TEAM CASE STUDIES

1

NUMBER OF STUDENTS

Accounting

INDIVIDUAL CASE STUDY

EVENT NAME

N/A

N/A

N/A

N/A

N/A

N/A

1 Hour

1 Hour

1 Hour

1 Hour

1 Hour

1 Hour

1 Hour

30 Minutes

30 Minutes

30 Minutes

30 Minutes

30 Minutes

30 Minutes

30 Minutes

30 Minutes

30 Minutes

30 Minutes

30 Minutes

PREP TIME

20 Minutes

20 Minutes

20 Minutes

20 Minutes

20 Minutes

20 Minutes

15 Minutes

15 minutes

15 Minutes

15 Minutes

15 Minutes

15 Minutes

15 Minutes

15 Minutes

15 Minutes

15 Minutes

15 Minutes

15 Minutes

15 Minutes

15 Minutes

15 Minutes

15 Minutes

15 Minutes

15 Minutes

SET UP (IF APPLICABLE) PRESENTATION AND QUESTIONING TIME

NO

NO

NO

NO

NO

NO

NO

NO

NO

NO

NO

NO

NO

YES, up to 15 pages

YES, up to 15 pages

NO

YES, up to 15 pages

YES, up to 15 pages

NO

NO

NO

NO

NO

NO

NO

NO

HOSPITALITY AND TOURISM

NO

NO

NO

BUSINESS MANAGEMENT AND ADMINISTRATION MARKETING

NO

HOSPITALITY AND TOURISM

NO

BUSINESS MANAGEMENT AND ADMINISTRATION NO

NO

HOSPITALITY AND TOURISM

MARKETING

NO

NO

NO

NO

WRITTEN REPORT REQUIRED

MARKETING

FINANCE

FINANCE

FINANCE

EXAM REQUIRED (Sample Exams Available)

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

LAPTOP ALLOWED

YES CASE STUDY ONLY YES CASE STUDY ONLY

YES CASE STUDY ONLY YES CASE STUDY ONLY

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES CASE STUDY ONLY

YES CASE STUDY ONLY

YES CASE STUDY ONLY YES CASE STUDY ONLY

YES CASE STUDY ONLY

YES CASE STUDY ONLY

YES CASE STUDY ONLY

YES CASE STUDY ONLY

YES CASE STUDY ONLY YES CASE STUDY ONLY

YES CASE STUDY ONLY

YES CASE STUDY ONLY

YES CASE STUDY ONLY

YES CASE STUDY ONLY

YES CASE STUDY ONLY

YES CASE STUDY ONLY

YES CASE STUDY ONLY

INTERNET ALLOWED

YES CASE STUDY ONLY

OUTSIDE MATERIALS ALLOWED

COLLEGIATE DECA COMPETITIVE EVENTS PROGRAM 2017-2018


INDIVIDUAL CASE STUDY EVENTS Individual Case Studies measure a broad range of knowledge, skills and attitudes, both general business/marketing/management and industry-specific, identified by business and industry professionals as essential to success in a given occupation. A list of general and industry-specific performance indicators for each event is available through the Collegiate DECA Website. However, students are not informed, prior to the actual competition, which performance indicators will be evaluated during a particular activity. While each Individual Case Studies event covers a different professional career area, all Individual Case Studies follow the same format for Student Instructions and Judge Instructions.

ACCOUNTING

MARKETING MANAGEMENT

Students demonstrate their knowledge and understanding of accounting concepts through a comprehensive exam and a case study competition. For the case study, students are challenged with analyzing a real-world accounting case study situation, interpreting data, developing solutions and recommendations, and then presenting to a professional with experience in accounting.

Students demonstrate their knowledge and understanding of marketing management through a comprehensive exam and a case study competition. For the case study, students are challenged with analyzing a realworld case study situation involving marketing and/or management. Environments may include, but are not limited to, place/location marketing, transportation marketing, charity/event marketing, marketing research, strategic marketing planning, distribution strategies, target marketing and Internet marketing. Students develop solutions and recommendations, and then present to a professional with experience in marketing management.

BANKING FINANCIAL SERVICES Students demonstrate their knowledge and understanding of banking services through a comprehensive exam and a case study competition. For the case study, students are challenged with analyzing a real-world banking financial services case study situation, interpreting data, providing products and/or services to customers, developing solutions and recommendations, and then presenting to a professional with experience in banking services.

CORPORATE FINANCE Students demonstrate their knowledge and understanding of corporate finance through a comprehensive exam and a case study competition. For the case study, students are challenged with analyzing a real-world case study situation involving financial concepts and how those concepts apply to the disciplines of investment and corporate finance in both business enterprises and financial services institutions. Students develop solutions and recommendations, and then present to a professional with experience in corporate finance.

FASHION MERCHANDISING AND MARKETING Students demonstrate their knowledge and understanding of fashion merchandising and marketing through a comprehensive exam and a case study competition. For the case study, students are challenged with analyzing a real-world case study situation involving marketing and management functions and tasks in retail establishments, wholesale establishments and manufacturing firms primarily engaged in the merchandising and marketing of clothing and related articles for personal wear. Students develop solutions and recommendations, and then present to a professional with experience in fashion merchandising and marketing.

HOTEL AND LODGING Students demonstrate their knowledge and understanding of hotel and lodging through a comprehensive exam and a case study competition. For the case study, students are challenged with analyzing a real-world case study situation involving marketing and management functions and tasks in any business enterprise primarily engaged in providing lodging, food and beverage services, special events, and meeting space. Students develop solutions and recommendations, and then present to a professional with experience in hotel and lodging.

HUMAN RESOURCE MANAGEMENT Students demonstrate their knowledge and understanding of human resource management through a comprehensive exam and a case study competition. For the case study, students are challenged with analyzing a real-world case study situation involving one or more human resource issues in any type of business or organization. Students develop solutions and recommendations, and then present to a professional with experience in human resource management.

RESTAURANT AND FOOD SERVICE MANAGEMENT Students demonstrate their knowledge and understanding of restaurant and food service management through a comprehensive exam and a case study competition. For the case study, students are challenged with analyzing a real-world case study situation involving marketing and management functions and tasks in a restaurant or a food service business. Students develop solutions and recommendations, and then present to a professional with experience in restaurant and food service management.

RETAIL MANAGEMENT Students demonstrate their knowledge and understanding of retail management through a comprehensive exam and a case study competition. For the case study, students are challenged with analyzing a real-world case study situation involving marketing and management functions and tasks in any retail establishment. Students develop solutions and recommendations, and then present to a professional with experience in retail management.

SALES MANAGEMENT MEETING Students demonstrate their knowledge and understanding of sales and sales management through a comprehensive exam and a case study competition. For the case study, students are challenged with analyzing a real-world sales management case study situation, developing strategies to handle the situation, then conducting a meeting with one or more people with experience in sales.

TRAVEL AND TOURISM Students demonstrate their knowledge and understanding of travel and tourism through a comprehensive exam and a case study competition. For the case study, students are challenged with analyzing a real-world case study situation involving marketing and management functions and tasks in any business enterprise primarily engaged in satisfying the desire of people to make productive or enjoyable use of travel services. Students develop solutions and recommendations, and then present to a professional with experience in travel and tourism. NOTE: For all events, please also refer to the General Rules and Regulations for competition found on page 3, as well as the Comprehensive Exam Specifications found on page 6.

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ONLINE TESTING

COMPREHENSIVE EXAM SPECIFICATIONS The following information reflects the comprehensive (multiple-choice) exams used for all Individual Case Study events. Please keep in mind that each association makes independent decisions regarding exams for association conferences (as do chapters who offer on-campus competitions). New comprehensive, multiplechoice exams are developed each year and are based on the most recent update of national business and industry standards.

GENERAL INFORMATION FOR 2017-18 • All exams are 100-item, multiple-choice.

• Tests are designed with test discrimination in mind. The design is intended to encourage a broad range of student scores, thereby making the results more valid and reliable in terms of identifying “winners.” • Items are prorated across all eligible performance indicators so that each instructional area (e.g., promotion) is represented in proportion to the total of all performance indicators. For example, if there were a total of 200 indicators in a particular list, and 25 of them were from the promotion area, there would be approximately 12 or 13 promotion items on the exam. • All exams are fully independent of one another. All items are reviewed on a regular basis, and updated as appropriate. Although items are pulled from a large test-item bank, some may have appeared in other products, including other exams, learning modules, or practice activities. However, although many items for a given performance indicator may sound “similar” to students, the actual chance of an item being reused in any given year is small. (The item bank exceeds 30,000.)

EXAMS FOR SPECIFIC EVENTS

At the international level, four exams are being used in 2017-18. Each exam is utilized for multiple competitive events as follows: BUSINESS MANAGEMENT AND ADMINISTRATION EXAM: Human Resource Management | Retail Management FINANCE EXAM: Accounting | Banking Financial Services | Corporate Finance HOSPITALITY AND TOURISM EXAM: Hotel and Lodging | Restaurant and Food Service Management | Travel and Tourism MARKETING: Fashion Merchandising and Marketing | Marketing Management | Sales Management Meeting

PREPARING FOR EXAMS

Review the list of performance indicators for the specific competitive event. Performance indicator lists and sample exam questions can be found at www.deca.org.

CERTIFICATIONS

Students who achieve proficiency on DECA’s association-level and International Career Development Conference-level Hospitality & Tourism Cluster Exam are eligible for AHLEI’s Certified Guest Service Professional (CGSP®) designation. Additionally, students achieving proficiency on the Collegiate DECA Conference-level Hospitality & Tourism Cluster Exam are eligible for the knowledge component of the Certified Hospitality Supervisor (CHS®) designation, exempting them from taking the CHS® exam. Students will still need to complete the time in position requirement before obtaining the CHS® designation. This pertains to the following events: • Hotel and Lodging • Restaurant and Food Service Management • Travel and Tourism

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All testing for the International Career Development Conference will be administered using an online testing platform. Students competing in an event with an exam component will complete their exam prior to the conference during the March 26-April 3 testing window. To find out which events include an exam, please refer to page 4 in this publication. • Additional information is available on the Collegiate DECA website on the Collegiate DECA International Career Development Conference page, and will also be communicated through the DECA Direct: Collegiate Edition online newsletter. • The use of online versus paperand pencil testing varies at the Association level.


21st CENTURY SKILLS

ACCOUNTING The Accounting event involves an individual student analyzing a real-world accounting case study situation, developing ideas/solutions to the situation, then presenting solutions and recommendations to a judge with experience in accounting. Students also take a comprehensive exam.

FINANCE + ACCOUNTING EVENT OVERVIEW

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary. 1. COMPREHENSIVE EXAM A multiple choice exam measuring a wide range of performance indicators will be administered prior to the conference using an online testing platform. Questions are based on general business, economic, marketing, and management performance indicators, as well as performance indicators related to finance and accounting. Additional information is provided in the Comprehensive Exam Specifications on page 6. 2. CASE STUDY Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of accounting. Each student studies the situation, develops ideas/ solutions, then presents to a judge. The role of the student and of the judge will be determined by the specific case study situation.

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration • Creativity and Innovation • Critical Thinking and Problem Solving • Flexibility and Adaptability • Information Literacy • Initiative and Self-direction • Leadership and Responsibility • Media Literacy • Productivity and Accountability • Social and Cross-cultural Skills

Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one comprehensive exam and one case study, with the case study score being double-weighted. Students will be ranked by section and a predetermined number of students will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings.

LEARNING OUTCOMES

Through the comprehensive exam, and the analysis of the case study situation and interaction with one or more judges, the students will develop or reinforce the following areas in relation to accounting: • Applying marketing/management principles and techniques to the accounting industry and organizational environment • Analyzing situations, organizing thoughts and identifying solutions • Demonstrating knowledge/understanding of general business and industry-specific concepts • Organizing and communicating ideas and concepts effectively

COLLEGIATE DECA GUIDE 2017 ›› 7


COMPREHENSIVE EXAM

For international competition, students are challenged with 100 multiple-choice items, administered prior to the conference using an online testing platform. Competitors are allowed 90 minutes to complete the exam. Additional information is provided in the Comprehensive Exam Specifications on page 6.

1 STUDENT

PRESENTATION

• The student will be given a case study involving an accounting situation. The role of the student and of the judge will be determined by the specific case study situation. • Each student will have 30 minutes for analyzing the situation and organizing his/her response and interaction. Students will be evaluated according to the specific performance indicators being evaluated in the case study situation, as well as general performance indicators related to 21st Century Skills.

FINANCE

• Students may not consult anyone about the case study situation. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for PowerPoint presentation) provided there is no reference to the specific event situation.

1 CASE STUDY

• Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks). • Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students. • Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed.

PREPARATION TIME

• No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth). • Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific event situation. • Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • A 15-minute time limit will be given for students to interact with a judge. This time limit includes time for the students to present to the judge and to respond to any questions. Students will be allowed to use notes made only during the interaction and during the time allowed for preparation. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the student will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

30 minutes for the student to analyze the situation and organize a response/interaction (prep time) 15 minutes for the student to interact with the judge (includes questions) 5 minutes for the judge to score

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PRESENTATION TIME


JUDGE INSTRUCTIONS The Accounting event was created by Collegiate DECA in response to the career opportunities available for college graduates in the area of accounting. Students with a career interest in accounting will analyze a written case study situation related to the industry. The students will develop decisions/recommendations regarding the situation and make a presentation to you, the judge. The role of the student and of the judge will be determined by the specific case study situation. Students also complete a comprehensive exam. The score given by the judge for the case study is doubleweighted, then combined with the student’s exam score to arrive at a final score for the student.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form accompanying the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, your role will be determined by the specific case study situation. • Please place the student’s name and identification number (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form specific to the case study situation. • You will interact with the student for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each student. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current student. • After the presentation/interaction with the student is completed, please thank the student but give no indication of the student’s performance/score. If appropriate to the situation, please state that a decision will be made soon and that the student will be notified of the decision. • During the last 5 minutes, after the student is excused from the judging area, you may score the student. Refer to the Evaluation Criteria section for the guidelines. On the bubble sheet provided, please bubble in the appropriate score AND write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item.

EVALUATION CRITERIA

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the student, and the decisions/ recommendations have been presented well. A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.

Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble score sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation by the student (includes questions by the judges) 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score for the case study is 100 points. An average score of 70 or better, when combined with the comprehensive exam, will earn the student a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in accounting. If you have any suggestions for improving this event, please mention them to your event manager.

COLLEGIATE DECA GUIDE 2017 ›› 9


21st CENTURY SKILLS

BANKING FINANCIAL SERVICES The Banking Financial Services event involves an individual student analyzing a real-world banking services situation, developing ideas/solutions to the situation, then presenting solutions and recommendations to a judge with experience in banking services. Students also take a comprehensive exam.

FINANCE + ACCOUNTING EVENT OVERVIEW

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary. 1. COMPREHENSIVE EXAM A multiple choice exam measuring a wide range of performance indicators will be administered prior to the conference using an online testing platform. Questions are based on general business, economic, marketing, and management performance indicators, as well as performance indicators related to finance and accounting. Additional information is provided in the Comprehensive Exam Specifications on page 6. 2. CASE STUDY Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of banking financial services. Each student studies the situation, develops ideas/solutions, then presents to a judge. The role of the student and of the judge will be determined by the specific case study situation. Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one comprehensive exam and one case study, with the case study score being double-weighted. Students will be ranked by section and a predetermined number of students will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings.

LEARNING OUTCOMES

Through the comprehensive exam, and the analysis of the case study situation and interaction with one or more judges, the students will develop or reinforce the following areas in relation to banking financial services: • Applying marketing/management principles and techniques to the banking financial services industry and organizational environment • Analyzing situations, organizing thoughts and identifying solutions • Organizing and communicating ideas and concepts effectively • Demonstrating knowledge/understanding of general business and industry-specific concepts

10 ›› COLLEGIATE DECA GUIDE 2017

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration • Creativity and Innovation • Critical Thinking and Problem Solving • Flexibility and Adaptability • Information Literacy • Initiative and Self-direction • Leadership and Responsibility • Media Literacy • Productivity and Accountability • Social and Cross-cultural Skills


COMPREHENSIVE EXAM

For international competition, students are challenged with 100 multiple-choice items, administered prior to the conference using an online testing platform. Competitors are allowed 90 minutes to complete the exam. Additional information is provided in the Comprehensive Exam Specifications on page 6.

1 STUDENT

PRESENTATION

• The student will be given a case study involving a banking financial services situation. The role of the student and of the judge will be determined by the specific case study situation. • Each student will have 30 minutes for analyzing the situation and organizing his/her response and interaction. Students will be evaluated according to the specific performance indicators being evaluated in the case study situation, as well as general performance indicators related to 21st Century Skills.

FINANCE

• Students may not consult anyone about the case study situation. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for PowerPoint presentation) provided there is no reference to the specific event situation.

1 CASE STUDY

• Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks). • Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students.

PREPARATION TIME

• Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed. • No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth). • Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific event situation.

PRESENTATION TIME

• Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • A 15-minute time limit will be given for students to interact with a judge. This time limit includes time for the students to present to the judge and to respond to any questions. Students will be allowed to use notes made only during the interaction and during the time allowed for preparation. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the student will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

30 minutes for the student to analyze the situation and organize a response/interaction (prep time)

15 minutes for the student to interact with the judge (includes questions) 5 minutes for the judge to score

COLLEGIATE DECA GUIDE 2017 ›› 11


JUDGE INSTRUCTIONS The Banking Financial Services event was created by Collegiate DECA in response to the career opportunities available for college graduates in the area of banking services. Students with a career interest in banking services will analyze a written case study situation related to the industry. The students will develop decisions/recommendations regarding the situation and make a presentation to you, the judge. The role of the student and of the judge will be determined by the specific case study situation. Students also complete a comprehensive exam. The score given by the judge for the case study is doubleweighted, then combined with the student’s exam score to arrive at a final score for the student.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according a specific evaluation form accompanying the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, your role will be determined by the specific case study situation. • Please place the student’s name and identification number (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form specific to the case study situation. • You will interact with the student for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each student. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current student. • After the presentation/interaction with the student is completed, please thank the student but give no indication of the student’s performance/score. If appropriate to the situation, please state that a decision will be made soon and that the student will be notified of the decision. • During the last 5 minutes, after the student is excused from the judging area, you may score the student. Refer to the Evaluation Criteria section for the guidelines. On the bubble sheet provided, please bubble in the appropriate score AND write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble score sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation by the student (includes questions by the judges) 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score for the case study is 100 points. An average score of 70 or better, when combined with the comprehensive exam, will earn the student a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in banking services. If you have any suggestions for improving this event, please mention them to your event manager.

12 ›› COLLEGIATE DECA GUIDE 2017

EVALUATION CRITERIA

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the student, and the decisions/ recommendations have been presented well. A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.


21st CENTURY SKILLS

CORPORATE FINANCE The Corporate Finance event involves an individual student analyzing a real-world corporate finance situation, developing ideas/solutions to the situation, then presenting solutions and recommendations to a judge with experience in corporate finance. Students also take a comprehensive exam.

FINANCE + ACCOUNTING EVENT OVERVIEW

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary. 1. COMPREHENSIVE EXAM A multiple choice exam measuring a wide range of performance indicators will be administered prior to the conference using an online testing platform. Questions are based on general business, economic, marketing, and management performance indicators, as well as performance indicators related to finance and accounting. Additional information is provided in the Comprehensive Exam Specifications on page 6.

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration • Creativity and Innovation • Critical Thinking and Problem Solving • Flexibility and Adaptability • Information Literacy • Initiative and Self-direction • Leadership and Responsibility • Media Literacy • Productivity and Accountability • Social and Cross-cultural Skills

2. CASE STUDY Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of corporate finance. Each student studies the situation, develops ideas/ solutions, then presents to a judge. The role of the student and of the judge will be determined by the specific case study situation. Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one comprehensive exam and one case study, with the case study score being double-weighted. Students will be ranked by section and a predetermined number of students will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings.

LEARNING OUTCOMES

Through the comprehensive exam, and the analysis of the case study situation and interaction with one or more judges, the students will develop or reinforce the following areas in relation to corporate finance: • Applying marketing/management principles and techniques to the financial industry at the corporate level, and to the organizational environment • Analyzing situations, organizing thoughts and identifying solutions • Demonstrating knowledge/understanding of general business and industry-specific concepts • Organizing and communicating ideas and concepts effectively

COLLEGIATE DECA GUIDE 2017 ›› 13


COMPREHENSIVE EXAM

For international competition, students are challenged with 100 multiple-choice items, administered prior to the conference using an online testing platform. Competitors are allowed 90 minutes to complete the exam. Additional information is provided in the Comprehensive Exam Specifications on page 6.

1 STUDENT

PRESENTATION

• The student will be given a case study involving a corporate finance situation. The role of the student and of the judge will be determined by the specific case study situation. • Each student will have 30 minutes for analyzing the situation and organizing his/her response and interaction. Students will be evaluated according to the specific performance indicators being evaluated in the case study situation, as well as general performance indicators related to 21st Century Skills.

FINANCE

• Students may not consult anyone about the case study situation. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for PowerPoint presentation) provided there is no reference to the specific event situation.

1 CASE STUDY

• Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks). • Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students. • Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed.

PREPARATION TIME

• No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth). • Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific event situation. • Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • A 15-minute time limit will be given for students to interact with a judge. This time limit includes time for the students to present to the judge and to respond to any questions. Students will be allowed to use notes made only during the interaction and during the time allowed for preparation. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the student will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

30 minutes for the student to analyze the situation and organize a response/interaction (prep time) 15 minutes for the student to interact with the judge (includes questions) 5 minutes for the judge to score

14 ›› COLLEGIATE DECA GUIDE 2017

PRESENTATION TIME


JUDGE INSTRUCTIONS

EVALUATION CRITERIA

The Corporate Finance event was created by Collegiate DECA in response to the career opportunities available for college graduates in the area of corporate finance.

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the student, and the decisions/ recommendations have been presented well.

Students with a career interest in corporate finance will analyze a written case study situation related to this field. The students will develop decisions/recommendations regarding the situation and make a presentation to you, the judge. The role of the student and of the judge will be determined by the specific case study situation. Students also complete a comprehensive exam. The score given by the judge for the case study is doubleweighted, then combined with the student’s exam score to arrive at a final score for the student.

A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form accompanying the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, your role will be determined by the specific case study situation. • Please place the student’s name and identification number (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form specific to the case study situation. • You will interact with the student for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each student. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current student. • After the presentation/interaction with the student is completed, please thank the student but give no indication of the student’s performance/score. If appropriate to the situation, please state that a decision will be made soon and that the student will be notified of the decision.

A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.

• During the last 5 minutes, after the student is excused from the judging area, you may score the student. Refer to the Evaluation Criteria section for the guidelines. On the bubble sheet provided, please bubble in the appropriate score AND write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble score sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation by the student (includes questions by the judges) 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score for the case study is 100 points. An average score of 70 or better, when combined with the comprehensive exam, will earn the student a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in corporate finance. If you have any suggestions for improving this event, please mention them to your event manager.

COLLEGIATE DECA GUIDE 2017 ›› 15


21st CENTURY SKILLS

FASHION MERCHANDISING & MARKETING

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration • Creativity and Innovation

The Fashion Merchandising and Marketing event involves an individual student analyzing a real-world fashion merchandising and/or marketing situation, developing ideas/solutions to the situation, then presenting solutions and recommendations to a judge with experience in fashion merchandising and marketing. Students also take a comprehensive exam.

• Critical Thinking and Problem Solving • Flexibility and Adaptability • Information Literacy

MARKETING + COMMUNICATIONS EVENT OVERVIEW

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary. 1. COMPREHENSIVE EXAM A multiple choice exam measuring a wide range of performance indicators will be administered prior to the conference using an online testing platform. Questions are based on general business, economic, marketing, and management performance indicators, as well as performance indicators related more specifically to the area of marketing. Additional information is provided in the Comprehensive Exam Specifications on page 6. 2. CASE STUDY Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of fashion merchandising and marketing. Each student studies the situation, develops ideas/solutions, then presents to a judge. The role of the student and of the judge will be determined by the specific case study situation. Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one comprehensive exam and one case study, with the case study score being double-weighted. Students will be ranked by section and a predetermined number of students will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings.

LEARNING OUTCOMES

Through the comprehensive exam, and the analysis of the case study situation and interaction with one or more judges, the students will develop or reinforce the following areas in relation to fashion merchandising and marketing: • Applying marketing/management principles and techniques to the fashion merchandising and marketing industry and organizational environment • Analyzing situations, organizing thoughts and identifying solutions • Demonstrating knowledge/understanding of general business and industry-specific concepts • Organizing and communicating ideas and concepts effectively

16 ›› COLLEGIATE DECA GUIDE 2017

• Initiative and Self-direction • Leadership and Responsibility • Media Literacy • Productivity and Accountability • Social and Cross-cultural Skills


COMPREHENSIVE EXAM

For international competition, students are challenged with 100 multiple-choice items, administered prior to the conference using an online testing platform. Competitors are allowed 90 minutes to complete the exam. Additional information is provided in the Comprehensive Exam Specifications on page 6.

1 STUDENT

PRESENTATION

• The student will be given a case study involving a fashion merchandising and/or marketing situation. The role of the student and of the judge will be determined by the specific case study situation. • Each student will have 30 minutes for analyzing the situation and organizing his/her response and interaction. Students will be evaluated according to the specific performance indicators being evaluated in the case study situation, as well as general performance indicators related to 21st Century Skills.

MARKETING

• Students may not consult anyone about the case study situation. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for PowerPoint presentation) provided there is no reference to the specific event situation.

1 CASE STUDY

• Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks). • Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students.

PREPARATION TIME

• Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed. • No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth). • Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific event situation.

PRESENTATION TIME

• Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • A 15-minute time limit will be given for students to interact with a judge. This time limit includes time for the students to present to the judge and to respond to any questions. Students will be allowed to use notes made only during the interaction and during the time allowed for preparation. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the student will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

30 minutes for the student to analyze the situation and organize a response/interaction (prep time) 15 minutes for the student to interact with the judge (includes questions) 5 minutes for the judge to score

COLLEGIATE DECA GUIDE 2017 ›› 17


JUDGE INSTRUCTIONS The Fashion Merchandising and Marketing event was created by Collegiate DECA in response to the career opportunities available for college graduates in the area of fashion merchandising and marketing. Students with a career interest in fashion merchandising and marketing will analyze a written case study situation related to this industry. The students will develop decisions/recommendations regarding the situation and make a presentation to you, the judge. The role of the student and of the judge will be determined by the specific case study situation. Students also complete a comprehensive exam. The score given by the judge for the case study is doubleweighted, then combined with the student’s exam score to arrive at a final score for the student.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form accompanying the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, your role will be determined by the specific case study situation. • Please place the student’s name and identification number (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form specific to the case study situation. • You will interact with the student for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each student. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current student. • After the presentation/interaction with the student is completed, please thank the student but give no indication of the student’s performance/score. If appropriate to the situation, please state that a decision will be made soon and that the student will be notified of the decision. • During the last 5 minutes, after the student is excused from the judging area, you may score the student. Refer to the Evaluation Criteria section for the guidelines. On the bubble sheet provided, please bubble in the appropriate score AND write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble score sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation by the student (includes questions by the judges) 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score for the case study is 100 points. An average score of 70 or better, when combined with the comprehensive exam, will earn the student a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in fashion merchandising and marketing. If you have any suggestions for improving this event, please mention them to your event manager.

18 ›› COLLEGIATE DECA GUIDE 2017

EVALUATION CRITERIA

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the student, and the decisions/ recommendations have been presented well. A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.


21st CENTURY SKILLS

HOTEL & LODGING The Hotel and Lodging event involves an individual student analyzing a real-world hotel and lodging situation, developing ideas/solutions to the situation, then presenting solutions and recommendations to a judge with experience in hotel and lodging. Students also take a comprehensive exam.

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration • Creativity and Innovation • Critical Thinking and Problem Solving • Flexibility and Adaptability

EVENT OVERVIEW

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary. 1. COMPREHENSIVE EXAM A multiple choice exam measuring a wide range of performance indicators will be administered prior to the conference using an online testing platform. Questions are based on general business, economic, marketing, and management performance indicators, as well as performance indicators related to hospitality and tourism. Additional information is provided in the Comprehensive Exam Specifications on page 6.

• Information Literacy • Initiative and Self-direction • Leadership and Responsibility • Media Literacy • Productivity and Accountability • Social and Cross-cultural Skills

2. CASE STUDY Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of hotel and lodging. Each student studies the situation, develops ideas/ solutions, then presents to a judge. The role of the student and of the judge will be determined by the specific case study situation. Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one comprehensive exam and one case study, with the case study score being double-weighted. Students will be ranked by section and a predetermined number of students will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings

LEARNING OUTCOMES

Through the comprehensive exam, and the analysis of the case study situation and interaction with one or more judges, the students will develop or reinforce the following areas in relation to hotel and lodging: • Applying marketing/management principles and techniques to the hotel and lodging industry and organizational environment • Analyzing situations, organizing thoughts and identifying solutions • Demonstrating knowledge/understanding of general business and industry-specific concepts • Organizing and communicating ideas and concepts effectively

COLLEGIATE DECA GUIDE 2017 ›› 19


COMPREHENSIVE EXAM

For international competition, students are challenged with 100 multiple-choice items, administered prior to the conference using an online testing platform. Competitors are allowed 90 minutes to complete the exam. Additional information is provided in the Comprehensive Exam Specifications on page 6.

1 STUDENT

PRESENTATION

• The student will be given a case study involving a hotel and lodging situation. The role of the student and of the judge will be determined by the specific case study situation. • Each student will have 30 minutes for analyzing the situation and organizing his/her response and interaction. Students will be evaluated according to the specific performance indicators being evaluated in the case study situation, as well as general performance indicators related to 21st Century Skills.

HOSPITALITY AND TOURISM

• Students may not consult anyone about the case study situation. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for PowerPoint presentation) provided there is no reference to the specific event situation.

1 CASE STUDY

• Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks). • Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students. • Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed.

PREPARATION TIME

• No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth). • Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific event situation. • Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • A 15-minute time limit will be given for students to interact with a judge. This time limit includes time for the students to present to the judge and to respond to any questions. Students will be allowed to use notes made only during the interaction and during the time allowed for preparation. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the student will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

30 minutes for the student to analyze the situation and organize a response/interaction (prep time) 15 minutes for the student to interact with the judge (includes questions) 5 minutes for the judge to score

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PRESENTATION TIME


JUDGE INSTRUCTIONS

EVALUATION CRITERIA

The Hotel and Lodging event was created by Collegiate DECA in response to the career opportunities available for college graduates in the area of hotel and lodging.

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the student, and the decisions/ recommendations have been presented well.

Students with a career interest in hotel and lodging will analyze a written case study situation related to the industry. The students will develop decisions/recommendations regarding the situation and make a presentation to you, the judge. The role of the student and of the judge will be determined by the specific case study situation. Students also complete a comprehensive exam. The score given by the judge for the case study is doubleweighted, then combined with the student’s exam score to arrive at a final score for the student.

A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form accompanying the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, your role will be determined by the specific case study situation. • Please place the student’s name and identification number (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form specific to the case study situation. • You will interact with the student for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each student. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current student. • After the presentation/interaction with the student is completed, please thank the student but give no indication of the student’s performance/score. If appropriate to the situation, please state that a decision will be made soon and that the student will be notified of the decision.

A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.

• During the last 5 minutes, after the student is excused from the judging area, you may score the student. Refer to the Evaluation Criteria section for the guidelines. On the bubble sheet provided, please bubble in the appropriate score AND write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble score sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation by the student (includes questions by the judges) 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score for the case study is 100 points. An average score of 70 or better, when combined with the comprehensive exam, will earn the student a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in hotel and lodging. If you have any suggestions for improving this event, please mention them to your event manager.

COLLEGIATE DECA GUIDE 2017 ›› 21


21st CENTURY SKILLS

HUMAN RESOURCE MANAGEMENT The Human Resource Management event involves an individual student analyzing a real-world human resource management case study situation, developing ideas/solutions to the situation, then presenting solutions and recommendations to a judge with experience in human resource management. Students also take a comprehensive exam.

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration • Creativity and Innovation • Critical Thinking and Problem Solving • Flexibility and Adaptability • Information Literacy

EVENT OVERVIEW

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary. 1. COMPREHENSIVE EXAM A multiple choice exam measuring a wide range of performance indicators will be administered prior to the conference using an online testing platform. Questions are based on general business, economic, marketing, and management performance indicators, as well as performance indicators related to business management and administration. Additional information is provided in the Comprehensive Exam Specifications on page 6. 2. CASE STUDY Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of human resource management. Each student studies the situation, develops ideas/solutions, then presents to a judge. The role of the student and of the judge will be determined by the specific case study situation. Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one comprehensive exam and one case study, with the case study score being double-weighted. Students will be ranked by section and a predetermined number of students will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings.

LEARNING OUTCOMES

Through the comprehensive exam, and the analysis of the case situation and interaction with one or more judges, the students will develop or reinforce the following areas in relation to human resource management: • Applying human resource management principles and techniques to the specific organizational environment • Analyzing situations, organizing thoughts and identifying solutions • Demonstrating knowledge/understanding of general business and human resource-specific concepts • Organizing and communicating ideas and concepts effectively

22 ›› COLLEGIATE DECA GUIDE 2017

• Initiative and Self-direction • Leadership and Responsibility • Media Literacy • Productivity and Accountability • Social and Cross-cultural Skills


COMPREHENSIVE EXAM

For international competition, students are challenged with 100 multiple-choice items, administered prior to the conference using an online testing platform. Competitors are allowed 90 minutes to complete the exam. Additional information is provided in the Comprehensive Exam Specifications on page 6.

1 STUDENT

PRESENTATION

• The student will be given a case study involving a management problem in the area of human resources. The role of the student and of the judge will be determined by the specific case study situation. • Each student will have 30 minutes for analyzing the situation and organizing his/her response and interaction. Students will be evaluated according to the specific performance indicators being evaluated in the case study situation, as well as general performance indicators related to 21st Century Skills.

BUSINESS MANAGEMENT AND ADMINISTRATION

• Students may not consult anyone about the management situation. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for a PowerPoint presentation) provided there is no reference to the specific event situation.

1 CASE STUDY

• Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks). • Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students. PREPARATION TIME

• Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed. • No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth). • Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific event situation.

PRESENTATION TIME

• Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • A 15-minute time limit will be given for students to interact with a judge. This time limit includes time for the students to present to the judge and to respond to any questions. Students will be allowed to use notes made only during the interaction and during the time allowed for preparation. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the student will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

30 minutes for the student to analyze the situation and organize a response/interaction (prep time) 15 minutes for the student to interact with the judge (includes questions) 5 minutes for the judge to score

COLLEGIATE DECA GUIDE 2017 ›› 23


JUDGE INSTRUCTIONS The Human Resource Management event was created by Collegiate DECA in response to the career opportunities available for college graduates in the area of human resource management. Students with a career interest in human resource management will analyze a written case study situation related to this field. The students will develop decisions/recommendations regarding the situation and make a presentation to you, the judge. The role of the student and of the judge will be determined by the specific case study situation. Students also complete a comprehensive exam. The score given by the judge for the case study is doubleweighted, then combined with the student’s exam score to arrive at a final score for the student.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form accompanying the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, your role will be determined by the specific case study situation. • Please place the student’s name and identification number (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form specific to the case study situation. • You will interact with the student for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each student. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current student. • After the presentation/interaction with the student is completed, please thank the student but give no indication of the student’s performance/score. If appropriate to the situation, please state that a decision will be made soon and that the student will be notified of the decision. • During the last 5 minutes, after the student is excused from the judging area, you may score the student. Refer to the Evaluation Criteria section for the guidelines. On the bubble sheet provided, please bubble in the appropriate score AND write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble score sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation by the student (includes questions by the judges) 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score for the case study is 100 points. An average score of 70 or better, when combined with the comprehensive exam, will earn the student a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in the field of human resource management. If you have any suggestions for improving this event, please mention them to your event manager.

24 ›› COLLEGIATE DECA GUIDE 2017

EVALUATION CRITERIA

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the student, and the decisions/recommendations have been presented well. A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.


21st CENTURY SKILLS

MARKETING MANAGEMENT The Marketing Management event involves an individual student analyzing a real-world marketing management case study situation, developing ideas/solutions to the situation, then presenting solutions and recommendations to a judge with experience in marketing and management. Environments for the case study may include, but are not limited to, place/location marketing, transportation marketing, charity/event marketing, marketing research, strategic marketing planning, distribution strategies, target marketing and Internet marketing. Students also take a comprehensive exam.

MARKETING + COMMUNICATIONS EVENT OVERVIEW

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary.

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration • Creativity and Innovation • Critical Thinking and Problem Solving • Flexibility and Adaptability • Information Literacy • Initiative and Self-direction • Leadership and Responsibility • Media Literacy • Productivity and Accountability • Social and Cross-cultural Skills

1. COMPREHENSIVE EXAM A multiple choice exam measuring a wide range of performance indicators will be administered prior to the conference using an online testing platform. Questions are based on general business, economic, marketing, and management performance indicators, as well as performance indicators related more specifically to the area of marketing. Additional information is provided in the Comprehensive Exam Specifications on page 6. 2. CASE STUDY Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of marketing management. Each student studies the situation, develops ideas/solutions, then presents to a judge. The role of the student and of the judge will be determined by the specific case study situation. Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one comprehensive exam and one case study, with the case study score being double-weighted. Students will be ranked by section and a predetermined number of students will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings.

LEARNING OUTCOMES

Through the comprehensive exam, and the analysis of the case situation and interaction with one or more judges, the students will develop or reinforce the following areas in relation to marketing management: • Applying marketing/management principles and techniques to the organizational environment • Analyzing situations, organizing thoughts and identifying solutions • Demonstrating knowledge/understanding of general business and event-specific concepts • Organizing and communicating ideas and concepts effectively

COLLEGIATE DECA GUIDE 2017 ›› 25


COMPREHENSIVE EXAM

For international competition, students are challenged with 100 multiple-choice items, administered prior to the conference using an online testing platform. Competitors are allowed 90 minutes to complete the exam. Additional information is provided in the Comprehensive Exam Specifications on page 6.

1 STUDENT

PRESENTATION

• The student will be given a case study involving a marketing management problem. The role of the student and of the judge will be determined by the specific case study situation. • Each student will have 30 minutes for analyzing the situation and organizing his/her response and interaction. Students will be evaluated according to the specific performance indicators being evaluated in the case study situation, as well as general performance indicators related to 21st Century Skills.

MARKETING

• Students may not consult anyone about the situation. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for a PowerPoint presentation) provided there is no reference to the specific event situation.

1 CASE STUDY

• Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks). • Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students.

PREPARATION TIME

• Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed. • No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth). • Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific event situation. • Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • A 15-minute time limit will be given for students to interact with a judge. This time limit includes time for the students to present to the judge and to respond to any questions. Students will be allowed to use notes made only during the interaction and during the time allowed for preparation. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the student will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

30 minutes for the student to analyze the situation and organize a response/interaction (prep time) 15 minutes for the student to interact with the judge (includes questions) 5 minutes for the judge to score

26 ›› COLLEGIATE DECA GUIDE 2017

PRESENTATION TIME


JUDGE INSTRUCTIONS

EVALUATION CRITERIA

The Marketing Management event was created by Collegiate DECA in response to the career opportunities available for college graduates in the areas of marketing and management. Students with a career interest in marketing management will analyze a written case study situation related to this field. The students will develop decisions/recommendations regarding the situation and make a presentation to you, the judge. The role of the student and of the judge will be determined by the specific case study situation. Students also complete a comprehensive exam. The score given by the judge for the case study is doubleweighted, then combined with the student’s exam score to arrive at a final score for the student.

A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form accompanying the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, your role will be determined by the specific case study situation. • Please place the student’s name and identification number (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form specific to the case study situation. • You will interact with the student for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each student. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current student. • After the presentation/interaction with the student is completed, please thank the student but give no indication of the student’s performance/score. If appropriate to the situation, please state that a decision will be made soon and that the student will be notified of the decision.

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the student, and the decisions/recommendations have been presented well.

A score under the heading Below Expectation or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.

• During the last 5 minutes, after the student is excused from the judging area, you may score the student. Refer to the Evaluation Criteria section for the guidelines. On the bubble sheet provided, please bubble in the appropriate score AND write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation by the student (includes questions by the judges) 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score for the case study is 100 points. An average score of 70 or better, when combined with the comprehensive exam, will earn the student a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in marketing management. If you have any suggestions for improving this event, please mention them to your event manager.

COLLEGIATE DECA GUIDE 2017 ›› 27


21st CENTURY SKILLS

RESTAURANT & FOOD SERVICE MANAGEMENT

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration • Creativity and Innovation

The Restaurant and Food Service Management event involves an individual student analyzing a realworld restaurant and food service management situation, developing ideas/solutions to the situation, then presenting solutions and recommendations to a judge with experience in restaurant and food service management. Students also take a comprehensive exam.

• Critical Thinking and Problem Solving • Flexibility and Adaptability • Information Literacy • Initiative and Self-direction

EVENT OVERVIEW

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary. 1. COMPREHENSIVE EXAM A multiple choice exam measuring a wide range of performance indicators will be administered prior to the conference using an online testing platform. Questions are based on general business, economic, marketing, and management performance indicators, as well as performance indicators related to hospitality and tourism. Additional information is provided in the Comprehensive Exam Specifications on page 6. 2. CASE STUDY Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of restaurant and food service management. Each student studies the situation, develops ideas/solutions, then presents to a judge. The role of the student and of the judge will be determined by the specific case study situation. Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one comprehensive exam and one case study, with the case study score being double-weighted. Students will be ranked by section and a predetermined number of students will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings.

LEARNING OUTCOMES

Through the comprehensive exam, and the analysis of the case study situation and interaction with one or more judges, the students will develop or reinforce the following areas in relation to restaurant and food service management: • Applying marketing/management principles and techniques to the restaurant and food service industry and organizational environment • Analyzing situations, organizing thoughts and identifying solutions • Demonstrating knowledge/understanding of general business and industry-specific concepts • Organizing and communicating ideas and concepts effectively

28 ›› COLLEGIATE DECA GUIDE 2017

• Leadership and Responsibility • Media Literacy • Productivity and Accountability • Social and Cross-cultural Skills


COMPREHENSIVE EXAM

For international competition, students are challenged with 100 multiple-choice items, administered prior to the conference using an online testing platform. Competitors are allowed 90 minutes to complete the exam. Additional information is provided in the Comprehensive Exam Specifications on page 6.

1 STUDENT

PRESENTATION

• The student will be given a case study involving a restaurant and food service situation. The role of the student and of the judge will be determined by the specific case study situation. • Each student will have 30 minutes for analyzing the situation and organizing his/her response and interaction. Students will be evaluated according to the specific performance indicators being evaluated in the case study situation, as well as general performance indicators related to 21st Century Skills.

HOSPITALITY AND TOURISM

• Students may not consult anyone about the case study situation. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for PowerPoint presentation) provided there is no reference to the specific event situation.

1 CASE STUDY

• Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks). • Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students. • Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed.

PREPARATION TIME

• No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth). • Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific event situation.

PRESENTATION TIME

• Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • A 15-minute time limit will be given for students to interact with a judge. This time limit includes time for the students to present to the judge and to respond to any questions. Students will be allowed to use notes made only during the interaction and during the time allowed for preparation. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the student will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

30 minutes for the student to analyze the situation and organize a response/interaction (prep time) 15 minutes for the student to interact with the judge (includes questions) 5 minutes for the judge to score

COLLEGIATE DECA GUIDE 2017 ›› 29


JUDGE INSTRUCTIONS The Restaurant and Food Service Management event was created by Collegiate DECA in response to the career opportunities available for college graduates in the area of restaurant and food service management. Students with a career interest in restaurant and food service management will analyze a written case study situation related to the industry. The students will develop decisions/recommendations regarding the situation and make a presentation to you, the judge. The role of the student and of the judge will be determined by the specific case study situation. Students also complete a comprehensive exam. The score given by the judge for the case study is doubleweighted, then combined with the student’s exam score to arrive at a final score for the student.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form accompanying the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, your role will be determined by the specific case study situation. • Please place the student’s name and identification number (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form specific to the case study situation. • You will interact with the student for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each student. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current student. • After the presentation/interaction with the student is completed, please thank the student but give no indication of the student’s performance/score. If appropriate to the situation, please state that a decision will be made soon and that the student will be notified of the decision. • During the last 5 minutes, after the student is excused from the judging area, you may score the student. Refer to the Evaluation Criteria section for the guidelines. On the bubble sheet provided, please bubble in the appropriate score AND write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble score sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation by the student (includes questions by the judges) 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score for the case study is 100 points. An average score of 70 or better, when combined with the comprehensive exam, will earn the student a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in restaurant and food service management. If you have any suggestions for improving this event, please mention them to your event manager.

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EVALUATION CRITERIA

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the student, and the decisions/ recommendations have been presented well. A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.


21st CENTURY SKILLS

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration

RETAIL MANAGEMENT The Retail Management event involves an individual student analyzing a real-world retail management situation, developing ideas/solutions to the situation, then presenting solutions and recommendations to a judge with experience in retail management. Students also take a comprehensive exam.

• Creativity and Innovation • Critical Thinking and Problem Solving

MARKETING + COMMUNICATIONS

• Flexibility and Adaptability • Information Literacy

EVENT OVERVIEW

• Initiative and Self-direction

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary.

• Leadership and Responsibility • Media Literacy

1. COMPREHENSIVE EXAM A multiple choice exam measuring a wide range of performance indicators will be administered prior to the conference using an online testing platform. Questions are based on general business, economic, marketing, and management performance indicators, as well as performance indicators related more specifically to the area of business management and administration. Additional information is provided in the Comprehensive Exam Specifications on page 6.

• Productivity and Accountability • Social and Cross-cultural Skills

2.CASE STUDY Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of retail management. Each student studies the situation, develops ideas/ solutions, then presents to a judge. The role of the student and of the judge will be determined by the specific case study situation. Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one comprehensive exam and one case study, with the case study score being double-weighted. Students will be ranked by section and a predetermined number of students will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings

LEARNING OUTCOMES

Through the comprehensive exam, and the analysis of the case study situation and interaction with one or more judges, the students will develop or reinforce the following areas in relation to retail management: • Applying marketing/management principles and techniques to the retail industry and organizational environment • Analyzing situations, organizing thoughts and identifying solutions • Demonstrating knowledge/understanding of general business and industry-specific concepts • Organizing and communicating ideas and concepts effectively

COLLEGIATE DECA GUIDE 2017 ›› 31


COMPREHENSIVE EXAM

For international competition, students are challenged with 100 multiple-choice items, administered prior to the conference using an online testing platform. Competitors are allowed 90 minutes to complete the exam. Additional information is provided in the Comprehensive Exam Specifications on page 6.

1 STUDENT

PRESENTATION

• The student will be given a case study involving a retail management situation. The role of the student and of the judge will be determined by the specific case study situation. • Each student will have 30 minutes for analyzing the situation and organizing his/her response and interaction. Students will be evaluated according to the specific performance indicators being evaluated in the case study situation, as well as general performance indicators related to 21st Century Skills. • Students may not consult anyone about the case study situation. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for PowerPoint presentation) provided there is no reference to the specific event situation.

BUSINESS MANAGEMENT AND ADMINISTRATION

1 CASE STUDY

• Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks). • Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students. • Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed.

PREPARATION TIME

• No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth). • Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific event situation. • Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • A 15-minute time limit will be given for students to interact with a judge. This time limit includes time for the students to present to the judge and to respond to any questions. Students will be allowed to use notes made only during the interaction and during the time allowed for preparation. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the student will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

30 minutes for the student to analyze the situation and organize a response/interaction (prep time) 15 minutes for the student to interact with the judge (includes questions) 5 minutes for the judge to score

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PRESENTATION TIME


JUDGE INSTRUCTIONS

EVALUATION CRITERIA

The Retail Management event was created by Collegiate DECA in response to the career opportunities available for college graduates in the area of retail management. Students with a career interest in retail management will analyze a written case study situation related to the industry. The students will develop decisions/recommendations regarding the situation and make a presentation to you, the judge. The role of the student and of the judge will be determined by the specific case study situation. Students also complete a comprehensive exam. The score given by the judge for the case study is doubleweighted, then combined with the student’s exam score to arrive at a final score for the student.

A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form accompanying the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, your role will be determined by the specific case study situation. • Please place the student’s name and identification number (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form specific to the case study situation. • You will interact with the student for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each student. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current student. • After the presentation/interaction with the student is completed, please thank the student but give no indication of the student’s performance/score. If appropriate to the situation, please state that a decision will be made soon and that the student will be notified of the decision.

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the student, and the decisions/ recommendations have been presented well.

A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.

• During the last 5 minutes, after the student is excused from the judging area, you may score the student. Refer to the Evaluation Criteria section for the guidelines. On the bubble sheet provided, please bubble in the appropriate score AND write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble score sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation by the student (includes questions by the judges) 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score for the case study is 100 points. An average score of 70 or better, when combined with the comprehensive exam, will earn the student a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in retail management. If you have any suggestions for improving this event, please mention them to your event manager.

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21st CENTURY SKILLS

SALES MANAGEMENT MEETING The Sales Management Meeting event involves an individual student analyzing a real-world sales management case study situation, developing ideas/strategies related to the situation, then conducting a meeting with one or more salespeople (judges). Students also take a comprehensive exam.

MARKETING + COMMUNICATIONS EVENT OVERVIEW

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration • Creativity and Innovation • Critical Thinking and Problem Solving • Flexibility and Adaptability • Information Literacy • Initiative and Self-direction

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary.

• Leadership and Responsibility

1. COMPREHENSIVE EXAM A multiple choice exam measuring a wide range of performance indicators will be administered prior to the conference using an online testing platform. Questions are based on general business, economic, marketing, and management performance indicators, as well as performance indicators related more specifically to the area of marketing. Additional information is provided in the Comprehensive Exam Specifications on page 6.

• Productivity and Accountability

2. CASE STUDY Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of sales management. Each student studies the situation, develops ideas/ solutions, then presents to a judge. The role of the student and of the judge will be determined by the specific case study situation. Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one comprehensive exam and one case study, with the case study score being double-weighted. Students will be ranked by section and a predetermined number of students will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings.

LEARNING OUTCOMES

Through the comprehensive exam, and the analysis of the case situation and the presentation of a sales meeting to one or more judges, the students will develop or reinforce the following areas in relation to the planning, organization and delivery of a sales meeting: • Applying marketing/management principles and techniques to the sales environment • Analyzing situations, organizing thoughts and identifying solutions • Demonstrating knowledge/understanding of customer/client needs • Understanding factors related to managing a sales force • Organizing and communicating ideas and concepts effectively

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• Media Literacy

• Social and Cross-cultural Skills


COMPREHENSIVE EXAM

For international competition, students are challenged with 100 multiple-choice items, administered prior to the conference using an online testing platform. Competitors are allowed 90 minutes to complete the exam. Additional information is provided in the Comprehensive Exam Specifications on page 6.

1 STUDENT

PRESENTATION

• The student will be given a sales case study and other information describing the product, service or idea and the situation which the student will present. The specific role of the student and judges will be determined by the case study situation.

MARKETING

• Each student will have 30 minutes for analyzing the situation and organizing the sales meeting. The meeting should gain the acceptance of the sales staff in solving the situation and enable them to do an effective job of persuading others to accept or buy the product, service or idea. • Students may not consult anyone about the sales management situation. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event.

1 CASE STUDY

• A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for a PowerPoint presentation) provided there is no reference to the specific event situation. PREPARATION TIME

• Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks). • Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students. • Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed. • No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth).

PRESENTATION TIME

• Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific event situation. • Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • A 15-minute time limit will be given for students to interact with a judge. This time limit includes time for the students to present to the judge and to respond to any questions. Students will be allowed to use notes made only during the interaction and during the time allowed for preparation. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the student will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

30 minutes for the student to analyze the situation and organize the sales meeting (prep time) 15 minutes for the student to interact with the judge (includes questions) 5 minutes for the judge to score

COLLEGIATE DECA GUIDE 2017 ›› 35


JUDGE INSTRUCTIONS The Sales Management Meeting event was created by Collegiate DECA in response to the career opportunities available for college graduates in the area of sales and sales management. Students with a career interest in sales management will analyze a written case situation related to a sales force and selling situation. Each student will make decisions regarding the situation and deliver a sales meeting to you, the judge. The students will assume the role of a sales manager for the firm represented by the situation. The role of the judge will be that of the sales force—your exact role will be determined by the specific case situation. Students also complete a comprehensive exam. The score given by the judge for the case study is doubleweighted, then combined with the student’s exam score to arrive at a final score for the student.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form accompanying the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, your role will be determined by the specific case study situation. • Please place the student’s name and identification number (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form specific to the case study situation. • You will interact with the student for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each student. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current student. • After the presentation/interaction with the student is completed, please thank the student but give no indication of the student’s performance/score. If appropriate to the situation, please state that a decision will be made soon and that the student will be notified of the decision. • During the last 5 minutes, after the student is excused from the judging area, you may score the student. Refer to the Evaluation Criteria section for the guidelines. On the bubble sheet provided, please bubble in the appropriate score AND write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation by the student (includes questions by the judges) 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score for the case study is 100 points. An average score of 70 or better, when combined with the comprehensive exam, will earn the student a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in the field of sales and sales management. If you have any suggestions for improving this event, please mention them to your event manager.

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EVALUATION CRITERIA

A score under the heading Exceeds Expectations in any category means that, in your opinion, the sales meeting was handled in an effective, creative way; in effect, nothing more could be expected of the student, and the sales meeting has been presented well. A score under the heading Meets Expectations in any category means that, in your opinion, the sales meeting was handled well. There may be a few minor problems or omissions, but they are not significant. A sales meeting which earns this level in every category for the presentation would probably produce positive results. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the sales meeting. This may be a major omission, a serious misstatement or any other major flaw.


21st CENTURY SKILLS

TRAVEL & TOURISM The Travel and Tourism event involves an individual student analyzing a real-world travel and/or tourism situation, developing ideas/solutions to the situation, then presenting solutions and recommendations to a judge with experience in travel and tourism. Students also take a comprehensive exam.

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration • Creativity and Innovation • Critical Thinking and Problem Solving • Flexibility and Adaptability

EVENT OVERVIEW

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary. 1. COMPREHENSIVE EXAM A multiple choice exam measuring a wide range of performance indicators will be administered prior to the conference using an online testing platform. Questions are based on general business, economic, marketing, and management performance indicators, as well as performance indicators related to hospitality and tourism. Additional information is provided in the Comprehensive Exam Specifications on page 6.

• Information Literacy • Initiative and Self-direction • Leadership and Responsibility • Media Literacy • Productivity and Accountability • Social and Cross-cultural Skills

2. CASE STUDY Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of travel and tourism. Each student studies the situation, develops ideas/ solutions, then presents to a judge. The role of the student and of the judge will be determined by the specific case study situation. Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one comprehensive exam and one case study, with the case study score being double-weighted. Students will be ranked by section and a predetermined number of students will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings.

LEARNING OUTCOMES

Through the comprehensive exam, and the analysis of the case study situation and interaction with one or more judges, the students will develop or reinforce the following areas in relation to travel and tourism: • Applying marketing/management principles and techniques to the travel and tourism industry and organizational environment • Analyzing situations, organizing thoughts and identifying solutions • Demonstrating knowledge/understanding of general business and industry-specific concepts • Organizing and communicating ideas and concepts effectively

COLLEGIATE DECA GUIDE 2017 ›› 37


COMPREHENSIVE EXAM

For international competition, students are challenged with 100 multiple-choice items, administered prior to the conference using an online testing platform. Competitors are allowed 90 minutes to complete the exam. Additional information is provided in the Comprehensive Exam Specifications on page 6.

1 STUDENT

PRESENTATION

• The student will be given a case study involving a travel and tourism situation. The role of the student and of the judge will be determined by the specific case study situation. • Each student will have 30 minutes for analyzing the situation and organizing his/her response and interaction. Students will be evaluated according to the specific performance indicators being evaluated in the case study situation, as well as general performance indicators related to 21st Century Skills.

HOSPITALITY AND TOURISM

• Students may not consult anyone about the case study situation. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for PowerPoint presentation) provided there is no reference to the specific event situation.

1 CASE STUDY

• Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks). • Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students. • Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed.

PREPARATION TIME

• No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth). • Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific event situation. • Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • A 15-minute time limit will be given for students to interact with a judge. This time limit includes time for the students to present to the judge and to respond to any questions. Students will be allowed to use notes made only during the interaction and during the time allowed for preparation. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the student will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

30 minutes for the student to analyze the situation and organize a response/interaction (prep time) 15 minutes for the student to interact with the judge (includes questions) 5 minutes for the judge to score

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PRESENTATION TIME


JUDGE INSTRUCTIONS The Travel and Tourism event was created by Collegiate DECA in response to the career opportunities available for college graduates in the area of travel and tourism. Students with a career interest in travel and tourism will analyze a written case study situation related to the industry. The students will develop decisions/recommendations regarding the situation and make a presentation to you, the judge. The role of the student and of the judge will be determined by the specific case study situation. Students also complete a comprehensive exam. The score given by the judge for the case study is doubleweighted, then combined with the student’s exam score to arrive at a final score for the student.

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the student, and the decisions/ recommendations have been presented well. A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form accompanying the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, your role will be determined by the specific case study situation. • Please place the student’s name and identification number (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form specific to the case study situation. • You will interact with the student for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each student. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current student. • After the presentation/interaction with the student is completed, please thank the student but give no indication of the student’s performance/score. If appropriate to the situation, please state that a decision will be made soon and that the student will be notified of the decision.

EVALUATION CRITERIA

A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.

• During the last 5 minutes, after the student is excused from the judging area, you may score the student. Refer to the Evaluation Criteria section for the guidelines. On the bubble sheet provided, please bubble in the appropriate score AND write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble score sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation by the student (includes questions by the judges) 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score for the case study is 100 points. An average score of 70 or better, when combined with the comprehensive exam, will earn the student a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in travel and tourism. If you have any suggestions for improving this event, please mention them to your event manager.

COLLEGIATE DECA GUIDE 2017 ›› 39


TEAM CASE STUDY EVENTS Each Team Case Study event involves the analysis of real-world case situations, and the presentation of solutions to a judge with experience in the specific area of specialty. You may refer to the following pages for specific guidelines on each event, as each offers some variation on such details as format and time allotted for analysis.

BUSINESS ETHICS

A team of two students analyze a business situation containing an ethical dilemma, then present a resolution of the dilemma to a judge with experience in business.

BUSINESS-TO-BUSINESS MARKETING

A team of two students analyze a real-world case situation that deals with marketing/business activity between organizations, then present solutions to a judge with experience in marketing and business..

EVENT PLANNING

A team of two students analyze a real-world case situation that deals with planning an event, then present ideas or solutions to a judge with experience in event planning.

FINANCIAL STATEMENT ANALYSIS

A team of two students analyze a case situation and corresponding financial statements, then present information or solutions to a judge with experience in finance.

INTERNATIONAL MARKETING

A team of two students analyze a real-world international case situation, then present solutions to a judge with experience in international marketing and management.

MARKETING COMMUNICATIONS

A team of two students analyze a real-world marketing communications case situation, then present solutions to a judge with experience in communications in a business environment.

SPORTS AND ENTERTAINMENT MARKETING

A team of 2 students analyze a real-world sports and entertainment marketing case situation, then present solutions to a judge with experience in sports and entertainment marketing. NOTE: For all events, please also refer to the general rules and regulations on page 3.

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21st CENTURY SKILLS

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration

BUSINESS ETHICS The Business Ethics event involves a team of 2 students analyzing a business situation containing an ethical dilemma, then presenting a resolution of the dilemma to a judge with experience in business.

• Creativity and Innovation • Critical Thinking and Problem Solving

For the purposes of this event, an ethical dilemma will be defined as a situation where competing values are being weighed, and can reasonably be argued both for and against. Case situations will not involve a question of whether a certain action (or lack of action) constitutes a violation of law (i.e., stealing), nor will the situation have a seemingly simple answer (i.e., taking credit for a co-worker’s idea).

• Flexibility and Adaptability • Information Literacy • Initiative and Self-direction • Leadership and Responsibility

EVENT OVERVIEW

• Media Literacy

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary. Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of business ethics. Each student studies the situation, develops ideas/solutions, then presents to a judge. The role of the students and of the judges will be determined by the specific case study situation.

• Productivity and Accountability • Social and Cross-cultural Skills

Based on the situation, the students may be asked to assume the role of management/supervisory level personnel for an organization represented by the situation, or they may be acting as outside observers. The students will deliver a presentation of their analysis of the problem, the best possible ways to resolve the dilemma, and their final resolution if appropriate, to one or more judges. Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one case study presentation that is scored by the judge. Teams will be ranked by section and a predetermined number of teams will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings.

LEARNING OUTCOMES

Through the analysis of the case situation and the presentation of possible ways to resolve the problem, including their final resolution if appropriate, the students will develop or reinforce the following areas in relation to business ethics: • Applying decision-making, business principles and techniques to the specific situation with an ethical dilemma • Analyzing a case situation, organizing thoughts and identifying resolutions to the ethical dilemma • Demonstrating knowledge/understanding of ethical behavior within a business environment • Organizing and communicating knowledge, ideas and concepts effectively for the area of business ethics • Accomplishing objectives as a team

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PRESENTATION GUIDELINES

• The team will be given a case situation containing an ethical dilemma. • Each team will have 1 hour for analyzing the situation and preparing their presentation.

2 STUDENTS

• Team members may not consult anyone about the business ethics situation other than official team members. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for a PowerPoint presentation) provided there is no reference to the specific case situation.

1 CASE STUDY

• Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific case situation. • Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks). • Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed.

PREPARATION TIME

• Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students. • No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth). • Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • Students will interact with the judges for up to 15 minutes. This includes time for the students to present their pattern of thought and reason for their decisions/recommendations and to answer the judge’s questions. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the students will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

1 hour for students to analyze the situation and prepare the presentation (prep time) 15 minutes for the team’s presentation and questions by the judges 5 minutes for the judge to score

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PRESENTATION TIME


JUDGE INSTRUCTIONS

EVALUATION CRITERIA

The Business Ethics event was created by Collegiate DECA because of the potential situations faced by management/supervisory level employees regarding business ethics. A team of 2 students will analyze a business case situation containing an ethical dilemma. The case situation is presented to students in written form. For the purposes of this event, an ethical dilemma will be defined as a situation where competing values are being weighed, and which can reasonably be argued both for and against. Case situations will not involve a question of whether a certain action (or lack of action) constitutes a violation of law (i.e., stealing), nor will the situation have a seemingly simple answer (i.e., taking credit for a co-worker’s idea). Based on the situation, the students may be asked to assume the role of management/supervisory level personnel for an organization represented by the situation, or they may be acting as outside observers. The students will deliver a presentation of their analysis of the problem, the best possible ways to resolve the problem, and their final resolution to you, the judge.

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the students, and their analysis and resolution have been presented well. A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction.

The position of the judge will be determined by the specific case situation. You may be representatives of an organization represented by the situation, or you may be acting as outside observers.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form with the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, your role will be determined by the specific case situation. • Please place the students’ names and identification numbers (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form for this event. • You will interact with the students for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each team. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current team.

A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.

• Following the 15 minute interaction period, please thank the students for their analysis and resolution but give no indication of their performance/score. • During the last 5 minutes, after the students are excused from the judging area, you may score the team. Refer to the Evaluation Criteria section for the guidelines. On the bubble sheet provided, please bubble in the appropriate score and write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble score sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation of the decisions/recommendations by the team and questions by the judges 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score is 100 points. A score of 70 or better will earn the student a Certificate of Excellence. We hope you are impressed by the quality of work of these students. If you have any suggestions for improving this event, please mention them to your event manager.

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21st CENTURY SKILLS

BUSINESS-TO-BUSINESS MARKETING

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration • Creativity and Innovation

The Business-to-Business Marketing event involves a team of 2 students analyzing a real-world case situation that deals with marketing/business activity between organizations, then presenting solutions to a judge with experience in marketing and business.

MARKETING + COMMUNICATIONS EVENT OVERVIEW

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary. Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of business-to-business marketing. Each student studies the situation, develops ideas/ solutions, then presents to a judge. The role of the students and of the judges will be determined by the specific case study situation. Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one case study presentation that is scored by the judge. Teams will be ranked by section and a predetermined number of teams will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings.

LEARNING OUTCOMES

Through the analysis of the case situation and the presentation of ideas to the judge, the students will develop or reinforce the following areas in relation to marketing/business activity between organizations: Demonstrating the application of marketing and management principles and techniques to the business environment • Analyzing business situations, organizing thoughts and identifying solutions as a team • Developing a marketing strategy using a complete marketing mix (product, price, promotion, place) • Demonstrating knowledge/understanding of customer/client needs • Developing a complete marketing plan of action • Organizing and communicating ideas and concepts effectively • Accomplishing objectives as a team

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• Critical Thinking and Problem Solving • Flexibility and Adaptability • Information Literacy • Initiative and Self-direction • Leadership and Responsibility • Media Literacy • Productivity and Accountability • Social and Cross-cultural Skills


PRESENTATION GUIDELINES

• The team will be given a case situation related to marketing/business activity between organizations. • Each team will have 1 hour for analyzing the situation and preparing their presentation.

2 STUDENTS

• Team members may not consult anyone about the situation other than official team members. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for a PowerPoint presentation) provided there is no reference to the specific case situation.

1 CASE STUDY

• Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific case situation. • Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks). • Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed.

PREPARATION TIME

• Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students. • No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth).

PRESENTATION TIME

• Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • Students will interact with the judges for up to 15 minutes. This includes time for the students to present their pattern of thought and reason for their decisions/recommendations and to answer the judge’s questions. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the students will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

1 hour for students to analyze the situation and prepare the presentation (prep time) 15 minutes for the team’s presentation and questions by the judges 5 minutes for the judge to score

COLLEGIATE DECA GUIDE 2017 ›› 45


JUDGE INSTRUCTIONS The Business-to-Business Marketing event was created by Collegiate DECA in response to the career opportunities available for college graduates in the marketing of products/services from one business to another. A team of students with career interests in business-to-business marketing/management will analyze a case situation for a marketing and/or management situation. The team will make decisions/recommendations regarding the situation and make a presentation to you, the judge. This case situation is presented in written form. The students will assume the role of top management personnel for the business represented by the situation. The solution will be presented to you as you act as an executive from the business.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form with the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, you are a decision-maker in an organization with a marketing/management situation to solve. Your exact role will be determined by the specific case situation. • Please place the students’ names and identification numbers (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form for this event. • You will interact with the students for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each team. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current team. • Following the 15 minute interaction period, please thank the students but give no indication of their performance/score. If appropriate to the situation, please state that a decision will be made soon and that the students will be notified of the decision. • During the last 5 minutes, after the students are excused from the judging area, you may score the team. Refer to the Evaluation Criteria section for guidelines. On the bubble sheet provided, please bubble in the appropriate score and write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation of the decisions/recommendations by the team and questions by the judges 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score is 100 points. A score of 70 or better will earn the students a Certificate of Excellence. We hope you are impressed by the quality of work from these students with a career interest in business-tobusiness marketing. If you have any suggestions for improving this event, please mention them to your event manager.

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EVALUATION CRITERIA

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the students, and the decisions/recommendations have been presented well. A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.


21st CENTURY SKILLS

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration

EVENT PLANNING

• Creativity and Innovation

The Event Planning event involves a team of 2 students analyzing a real-world case situation that deals with planning an event, then presenting solutions to a judge with experience in event planning.

• Critical Thinking and Problem Solving • Flexibility and Adaptability • Information Literacy

EVENT OVERVIEW

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary.

• Initiative and Self-direction

Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of event planning. Each student studies the situation, develops ideas/solutions, then presents to a judge. The role of the students and of the judges will be determined by the specific case study situation.

• Media Literacy

• Leadership and Responsibility

• Productivity and Accountability • Social and Cross-cultural Skills

Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one case study presentation that is scored by the judge. Teams will be ranked by section and a predetermined number of teams will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings.

LEARNING OUTCOMES

Through the analysis of the case situation and the presentation of ideas to the judge, the students will develop or reinforce the following areas in relation to event planning activities: • Demonstrating the application of event planning principles and techniques to the business environment • Analyzing business situations, organizing thoughts and identifying solutions as a team • Demonstrating knowledge/understanding of customer/client needs • Developing a complete plan of action • Organizing and communicating ideas and concepts effectively • Accomplishing objectives as a team

COLLEGIATE DECA GUIDE 2017 ›› 47


PRESENTATION GUIDELINES

• The team will be given a case situation related to planning an event. • Each team will have 1 hour for analyzing the situation and preparing their presentation.

2 STUDENTS

• Team members may not consult anyone about the situation other than official team members. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for a PowerPoint presentation) provided there is no reference to the specific case situation.

1 CASE STUDY

• Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific case situation. • Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks). • Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed.

PREPARATION TIME

• Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students. • No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth). • Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • Students will interact with the judges for up to 15 minutes. This includes time for the students to present their pattern of thought and reason for their decisions/recommendations and to answer the judge’s questions. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the students will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

1 hour for students to analyze the situation and prepare the presentation (prep time) 15 minutes for the team’s presentation and questions by the judges 5 minutes for the judge to score

48 ›› COLLEGIATE DECA GUIDE 2017

PRESENTATION TIME


JUDGE INSTRUCTIONS The Event Planning event was created by Collegiate DECA in response to the career opportunities available for college graduates in event planning. A team of students with career interests in event planning will analyze a case situation related to planning an event. The team will make decisions/recommendations regarding the situation and make a presentation to you, the judge. This case situation is presented in written form. The students will assume the role of event planners as specified by the case situation. The position of the judge will be determined by the specific case situation.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form with the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, you are a decision-maker in an organization with an event to plan. Your exact role will be determined by the specific case situation. • Please place the students’ names and identification numbers (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form for this event. • You will interact with the students for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each team. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current team. • Following the 15 minute interaction period, please thank the students but give no indication of their performance/score. If appropriate to the situation, please state that a decision will be made soon and that the students will be notified of the decision. • During the last 5 minutes, after the students are excused from the judging area, you may score the team. Refer to the Evaluation Criteria section for guidelines. On the bubble sheet provided, please bubble in the appropriate score and write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item.

EVALUATION CRITERIA

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the students, and the decisions/recommendations have been presented well. A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.

Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation of the decisions/recommendations by the team and questions by the judges 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score is 100 points. A score of 70 or better will earn the students a Certificate of Excellence. We hope you are impressed by the quality of work from these students with a career interest in event planning. If you have any suggestions for improving this event, please mention them to your event manager.

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21st CENTURY SKILLS

FINANCIAL STATEMENT ANALYSIS The Financial Statement Analysis event involves a team of 2 students analyzing a real-world case situation and corresponding financial statements, then presenting solutions to a judge with experience in finance and/ or business.

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration • Creativity and Innovation • Critical Thinking and Problem Solving • Flexibility and Adaptability • Information Literacy

EVENT OVERVIEW

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary. Students are given a written description of a case study situation that measures skills, knowledge and attitudes involving the analysis of financial statements. Each student studies the situation, develops ideas/solutions, then presents to a judge. The role of the students and of the judges will be determined by the specific case study situation. Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one case study presentation that is scored by the judge. Teams will be ranked by section and a predetermined number of teams will be named finalists. Finalists will be given a second case study situation. This second case study score will again be doubleweighted and combined with the initial exam score to determine final rankings.

LEARNING OUTCOMES

Through the analysis of the case situation and the presentation of ideas to the judge, the students will develop or reinforce the following areas in relation to financial activities: • Analyzing business and financial situations, organizing thoughts and identifying solutions as a team • Demonstrating knowledge/understanding of customer/client needs • Developing a complete plan of action • Organizing and communicating ideas and concepts effectively • Accomplishing objectives as a team

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• Initiative and Self-direction • Leadership and Responsibility • Media Literacy • Productivity and Accountability • Social and Cross-cultural Skills


PRESENTATION GUIDELINES

• The team will be given a financial analysis case situation and corresponding financial statements. • Each team will have 1 hour for analyzing the situation and preparing their presentation.

2 STUDENTS

• Team members may not consult anyone about the financial analysis situation other than official team members. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for a PowerPoint presentation) provided there is no reference to the specific case situation.

1 CASE STUDY

• Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific case situation. • Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks).

PREPARATION TIME

• Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed. • Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students.

PRESENTATION TIME

• No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth). • Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • Students will interact with the judges for up to 15 minutes. This includes time for the students to present their pattern of thought and reason for their decisions/recommendations and to answer the judge’s questions. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the students will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

1 hour for students to analyze the situation and prepare the presentation (prep time) 15 minutes for the team’s presentation and questions by the judges 5 minutes for the judge to score

COLLEGIATE DECA GUIDE 2017 ›› 51


JUDGE INSTRUCTIONS The Financial Statement Analysis event was created by Collegiate DECA in response to the career opportunities available for college graduates in the financial services field. A team of students with career interests in finance will analyze a case situation and corresponding financial statements. The team will make decisions/recommendations regarding the situation and make a presentation to you, the judge. This case situation is presented in written form. The students will assume the role of financial experts for the business represented by the situation. The solution will be presented to you as you act as an executive from the business.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form with the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, you are a decision-maker in an organization with a financial analysis situation to solve. Your exact role will be determined by the specific case situation. • Please place the students’ names and identification numbers (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form for this event. • You will interact with the student for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each team. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current team. • Following the 15 minute interaction period, please thank the students but give no indication of their performance/score. If appropriate to the situation, please state that a decision will be made soon and that the students will be notified of the decision. • During the last 5 minutes, after the students are excused from the judging area, you may score the team. Refer to the Evaluation Criteria section for guidelines. On the bubble sheet provided, please bubble in the appropriate score and write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation of the decisions/recommendations by the team and questions by the judges 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score is 100 points. A score of 70 or better will earn the students a Certificate of Excellence. We hope you are impressed by the quality of work from these students with a career interest in finance. If you have any suggestions for improving this event, please mention them to your event manager.

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EVALUATION CRITERIA

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the students, and the decisions/recommendations have been presented well. A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.


21st CENTURY SKILLS

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration

INTERNATIONAL MARKETING

• Creativity and Innovation

The International Marketing event involves a team of 2 students analyzing a real-world international case situation, then presenting solutions to a judge with experience in international marketing and management.

• Critical Thinking and Problem Solving

For the purposes of this event, the case situation will relate to performing marketing activities in enterprises primarily engaged in exporting or importing industrial or consumer goods in world markets. Particular interest is given to but not limited to one or more of the following areas: trade controls, foreign trade operations, locating markets, negotiation practices, monetary issues and international public relations. Students are also evaluated on the effectiveness of their presentation.

• Flexibility and Adaptability • Information Literacy • Initiative and Self-direction • Leadership and Responsibility

MARKETING + COMMUNICATIONS

• Media Literacy • Productivity and Accountability

EVENT OVERVIEW

• Social and Cross-cultural Skills

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary. Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of international marketing. Each student studies the situation, develops ideas/solutions, then presents to a judge. The role of the students and of the judges will be determined by the specific case study situation. Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one case study presentation that is scored by the judge. Teams will be ranked by section and a predetermined number of teams will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings.

LEARNING OUTCOMES

Through the analysis of the case situation and the presentation of ideas to the judge, the students will develop or reinforce the following areas in relation to international marketing: • Demonstrating the application of international marketing and management principles and techniques to the business environment • Analyzing business situations, organizing thoughts and identifying solutions as a team • Developing a marketing strategy using a complete marketing mix (product, price, promotion, place) • Demonstrating knowledge/understanding of customer/client needs • Developing a complete international marketing plan of action • Organizing and communicating ideas and concepts effectively • Accomplishing objectives as a team

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PRESENTATION GUIDELINES

• The team will be given an international marketing case situation. • Each team will have 1 hour for analyzing the situation and preparing their presentation.

2 STUDENTS

• Team members may not consult anyone about the marketing situation other than official team members. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for a PowerPoint presentation) provided there is no reference to the specific case situation.

1 CASE STUDY

• Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific case situation. • Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks). • Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed.

PREPARATION TIME

• Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students. • No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth). • Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • Students will interact with the judges for up to 15 minutes. This includes time for the students to present their pattern of thought and reason for their decisions/recommendations and to answer the judge’s questions. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the students will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

1 hour for students to analyze the situation and prepare the presentation (prep time) 15 minutes for the team’s presentation and questions by the judges 5 minutes for the judge to score

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PRESENTATION TIME


JUDGE INSTRUCTIONS

EVALUATION CRITERIA

The International Marketing event was created by Collegiate DECA in response to the career opportunities available for college graduates in the international business environment. A team of students with career interests in international marketing will analyze a case situation related to performing marketing activities in enterprises primarily engaged in exporting or importing industrial or consumer goods in world markets. Particular interest is given to but not limited to one or more of the following areas: trade controls, foreign trade operations, locating markets, negotiation practices, monetary issues and international public relations. The team will make decisions/recommendations regarding the situation and make a presentation to you, the judge. The case situation is presented in written form. The students will assume the role of marketing/management personnel as specified by the case situation. The solution will be presented to you as you act as an executive from the business.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form with the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, you are a decision-maker in an organization with an international marketing situation to solve. Your exact role will be determined by the specific case situation. • Please place the students’ names and identification numbers (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form for this event. • You will interact with the students for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each team. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current team.

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the students, and the decisions/recommendations have been presented well. A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.

• Following the 15 minute interaction period, please thank the students but give no indication of their performance/score. If appropriate for the situation, please state that a decision will be made soon and that the students will be notified of the decision. • During the last 5 minutes, after the students are excused from the judging area, you may score the team. Refer to the Evaluation Criteria section for guidelines. On the bubble sheet provided, please bubble in the appropriate score and write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation by the team and questions by the judges 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score is 100 points. A score of 70 or better will earn the students a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in the field of international marketing. If you have any suggestions for improving this event, please mention them to your event manager.

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21st CENTURY SKILLS

MARKETING COMMUNICATIONS The Marketing Communications event involves a team of 2 students analyze a real-world marketing communications case situation, then present solutions to a judge with experience in communications in a business environment. Students are also evaluated on the effectiveness of their presentation.

MARKETING + COMMUNICATIONS EVENT OVERVIEW

Each case study has a unique evaluation form that measures performance indicators specific to the situation The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary. Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of communications in a business environment. Each student studies the situation, develops ideas/solutions, then presents to a judge. The role of the students and of the judges will be determined by the specific case study situation. Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one case study presentation that is scored by the judge. Teams will be ranked by section and a predetermined number of teams will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings.

LEARNING OUTCOMES

Through the analysis of the case situation and the presentation of ideas to the judge, the students will develop or reinforce the following areas in relation to marketing communications: • Demonstrating the application of marketing communications principles and techniques to the business environment • Analyzing business situations, organizing thoughts and identifying solutions as a team • Developing a marketing strategy using a complete marketing mix (product, price, promotion, place) • Demonstrating knowledge/understanding of customer/client needs • Developing a complete marketing communications plan of action • Organizing and communicating ideas and concepts effectively • Accomplishing objectives as a team

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Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration • Creativity and Innovation • Critical Thinking and Problem Solving • Flexibility and Adaptability • Information Literacy • Initiative and Self-direction • Leadership and Responsibility • Media Literacy • Productivity and Accountability • Social and Cross-cultural Skills


PRESENTATION GUIDELINES

• The team will be given an marketing communications case situation. • Each team will have 1 hour for analyzing the situation and preparing their presentation.

2 STUDENTS

• Team members may not consult anyone about the marketing situation other than official team members. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for a PowerPoint presentation) provided there is no reference to the specific case situation.

1 CASE STUDY

• Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific case situation. • Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks).

PREPARATION TIME

• Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed. • Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students.

PRESENTATION TIME

• No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth). • Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • Students will interact with the judges for up to 15 minutes. This includes time for the students to present their pattern of thought and reason for their decisions/recommendations and to answer the judge’s questions. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the students will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

1 hour for students to analyze the situation and prepare the presentation (prep time) 15 minutes for the team’s presentation and questions by the judges 5 minutes for the judge to score

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JUDGE INSTRUCTIONS The marketing communications event was created by Collegiate DECA in response to the career opportunities available for college graduates in the area of communications in a business environment. A team of students with career interests in marketing communications will analyze a case situation related to performing marketing communications activities. The team will make decisions/recommendations regarding the situation and make a presentation to you, the judge. The case situation is presented in written form. The students will assume the role of marketing/management personnel as specified by the case situation. The solution will be presented to you as you act as an executive from the business.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form with the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, you are a decision-maker in an organization with an international marketing situation to solve. Your exact role will be determined by the specific case situation. • Please place the students’ names and identification numbers (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form for this event. • You will interact with the students for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each team. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current team. • Following the 15 minute interaction period, please thank the students but give no indication of their performance/score. If appropriate for the situation, please state that a decision will be made soon and that the students will be notified of the decision. • During the last 5 minutes, after the students are excused from the judging area, you may score the team. Refer to the Evaluation Criteria section for guidelines. On the bubble sheet provided, please bubble in the appropriate score and write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for presentation by the team and questions by the judges 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score is 100 points. A score of 70 or better will earn the students a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in the field of international marketing. If you have any suggestions for improving this event, please mention them to your event manager.

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EVALUATION CRITERIA

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the students, and the decisions/recommendations have been presented well. A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.


21st CENTURY SKILLS

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration

SPORTS & ENTERTAINMENT MARKETING

• Creativity and Innovation • Critical Thinking and Problem Solving

The Sports and Entertainment Marketing event involves a team of 2 students analyzing a real-world sports and entertainment marketing case situation, then presenting solutions to a judge with experience in sports and entertainment marketing. Environments for the case study may include, but are not limited to, amateur or professional sports or sporting events, entertainment or entertainment events (concerts, theaters, etc.) or businesses primarily engaged in satisfying the desire to make productive or enjoyable use of leisure time. Students are also evaluated on the effectiveness of their presentation.

• Flexibility and Adaptability • Information Literacy • Initiative and Self-direction • Leadership and Responsibility

MARKETING + COMMUNICATIONS

• Media Literacy • Productivity and Accountability

EVENT OVERVIEW

The following guidelines will be applied to international competition. Guidelines for competitions held at other levels (i.e., district, association) may vary.

• Social and Cross-cultural Skills

Students are given a written description of a case study situation that measures skills, knowledge and attitudes in the area of sports and entertainment marketing. Each student studies the situation, develops ideas/solutions, then presents to a judge. The role of the students and of the judges will be determined by the specific case study situation. Each case study has a unique evaluation form (rubric) that measures performance indicators specific to the case study situation, as well as standard items related to 21st Century Skills. The judge will score each presentation based on a possible 100 points. International preliminary round competition includes one case study presentation that is scored by the judge. Teams will be ranked by section and a predetermined number of teams will be named finalists. Finalists will be given a second case study situation. This second case study score will again be double-weighted and combined with the initial exam score to determine final rankings.

LEARNING OUTCOMES

Through the analysis of the case situation and the presentation of ideas to the judge, students will develop or reinforce the following areas in relation to the sports and entertainment marketing industry: • Demonstrating the application of sports and entertainment marketing and management principles and techniques to the business environment • Analyzing business situations, organizing thoughts and identifying solutions as a team • Developing a marketing strategy using a complete marketing mix (product, price, promotion, place) • Demonstrating knowledge/understanding of customer/client needs • Developing a complete marketing plan of action • Organizing and communicating ideas and concepts effectively • Accomplishing objectives as a team

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PRESENTATION GUIDELINES

• The team will be given a sports and entertainment marketing case situation. • Each team will have 1 hour for analyzing the situation and preparing their presentation.

2 STUDENTS

• Team members may not consult anyone about the situation other than official team members. Any cell phone use, text messaging, email, etc. is prohibited during the entire competitive event. • A personal or laptop computer/hand-held digital organizer may be used when appropriate. Students must use battery power for the prep time and presentation, even if there are electrical outlets in the room. Such digital organizers may be prepared ahead of time (i.e., standard headings for a PowerPoint presentation) provided there is no reference to the specific case situation.

1 CASE STUDY

• Students may bring materials to develop visual aids to assist them in their presentation. The supplies may consist of poster paper, flip charts, blank paper, art supplies, etc. Such visual aids may be prepared ahead of time (i.e., standard headings on a flip chart) provided there is no reference to the specific case situation. • Students are allowed to bring reference materials to use in preparing their presentation. This may include electronic (such as CD encyclopedias) as well as print materials (such as magazines or textbooks). • Only materials that can be easily carried to and from the prep and judging areas will be permitted (includes any computer equipment, visual aids, reference materials, etc.). Only the students themselves may handle and set up their material. No outside assistance will be allowed.

PREPARATION TIME

• Students may utilize the Internet during both prep and presentation times. The availability of Internet service is the responsibility of the students. • No specified set-up time will be allowed. All set up will be part of the allotted presentation time. Timing will begin when the students enter the judging area (i.e., judge booth). • Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials allowed during the designated preparation period. • Students will interact with the judges for up to 15 minutes. This includes time for the students to present their pattern of thought and reason for their decisions/recommendations and to answer the judge’s questions. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the students will be interrupted (during the prep or presentation time) and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

1 hour for students to analyze the situation and prepare the presentation (prep time) 15 minutes for the team’s presentation and questions by the judges 5 minutes for the judge to score

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PRESENTATION TIME


JUDGE INSTRUCTIONS

EVALUATION CRITERIA

The Sports and Entertainment Marketing event was created by Collegiate DECA in response to the career opportunities available for college graduates in the sports and entertainment industry.

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation/interaction is handled in an effective, creative way; in effect, nothing more could be expected of the students, and the decisions/recommendations have been presented well.

A team of students with career interests in sports and entertainment marketing will analyze a case situation related to performing marketing activities in enterprises primarily engaged in sports and entertainment marketing. Environments may include, but are not limited to, amateur or professional sports or sporting events, entertainment or entertainment events (concerts, theaters, etc.) or businesses primarily engaged in satisfying the desire to make productive or enjoyable use of leisure time. The team will make decisions/recommendation regarding the situation and make a presentation to you, the judge. The case situation is presented in written form. The students will assume the role of marketing/management personnel as specified by the case situation. The solution will be presented to you as you act as an executive from the business represented by the situation.

JUDGING THE PRESENTATION

• To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Students will be evaluated according to a specific evaluation form with the case study. • Students will be scheduled for presentations at 20-minute intervals. Remember, you are a decision-maker in an organization with a sports and entertainment marketing situation to solve. Your exact role will be determined by the specific case situation. • Please place the students’ names and identification numbers (using labels if provided) on the bubble score sheet as instructed (if not already done). If a bubble sheet has not been provided, this information must be placed on the evaluation form for this event. • You will interact with the student for up to 15 minutes. This includes time for the students to present to you based on the case study situation, and for you to make comments and ask questions. • To ensure fairness, judges should develop 2 to 3 standard questions, based on the specific case, which will be asked of each team. (In developing the questions please consider that the students have to respond spontaneously.) After asking the standard questions you may ask other questions for clarification specific to the current team.

A score under the heading Meets Expectations in any category means that, in your opinion, the presentation/interaction is handled well. There may be a few minor problems or omissions, but they are not significant. A presentation/interaction which earns this level in every category would be considered a strong presentation/interaction. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation/ interaction. This may be a major omission, a serious misstatement or any other major flaw.

• Following the 15 minute interaction period, please thank the students but give no indication of their performance/score. If appropriate to the situation, please state that a decision will be made soon and that the students will be notified of the decision. • During the last 5 minutes, after the students are excused from the judging area, you may score the team. Refer to the Evaluation Criteria section for the guidelines. On the bubble sheet provided, please bubble in the appropriate score AND write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the evaluation is 100 points. Note: If a bubble sheet is not provided, indicate your scores on the evaluation form.

PRESENTATION SCHEDULE

15 minutes for the team’s presentation and questions by the judges 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score is 100 points. A score of 70 or better will earn the students a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in the field of sports and entertainment marketing. If you have any suggestions for improving this event, please mention them to your event manager.

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PREPARED BUSINESS PRESENTATION EVENTS Each Prepared Business Presentation event provides student members the opportunity to prepare ahead of time a written report and/or a presentation, then present to a judge with experience in the area of specialty identified for the event. Refer to the following pages for specific guidelines on each event, as each offers some variation on such details as format, document size and time allotted for presentation.

ADVERTISING CAMPAIGN

One to three students prepare an advertising campaign for any service, product, company or business. The students/team will present the advertising campaign to judges acting as prospective clients/advertisers.

BUSINESS RESEARCH

One to three students partner with a local business to conduct research in the local market. A new research topic, or area to improve, is presented annually in the event guidelines. Students will prepare a written research report and present findings and strategies for improvement to a professional acting as the business owner or manager.

EMERGING TECHNOLOGY MARKETING STRATEGIES

One to two students design a marketing strategy for a product or service using emerging technology solutions. The students/team will then demonstrate and explain the marketing plan to the potential client. The objective for the emerging technology marketing strategy changes each year, and is presented in the detailed event guidelines.

ENTREPRENEURSHIP Starting a Business

One to three students develop a proposal to start a business. As entrepreneurs seeking start-up capital, the students/team will present the proposal to judges acting as potential investors or financial institution representatives. The proposed business may be a sole proprietorship, partnership, corporation or franchise. NOTE: This event is not for businesses currently being operated.

ENTREPRENEURSHIP Growing your Business

One to three students analyze their current business operations and identify opportunities to grow and expand the business. Options may include franchising, expanding into new markets, opening a second location, licensing agreements, merging with or acquiring another business, diversifying product lines, forming strategic alliances with other businesses, expanding to the Internet, etc. NOTE: This event is only for businesses currently in operation.

PROFESSIONAL SALES

The Professional Sales event involves the student’s selection of a product and/or service, and the organization and delivery of a sales presentation to a group of potential buyers of any item or items to be sold to a company for resale; or any industrial or trade product or service to be used in a company, firm or store in the operation of its business; or a product or service to be sold to the ultimate consumer. The ability of the student to interact with buyers and initiate a purchase is the major focus of this event. NOTE: For all events, please also refer to the general rules and regulations on page 3.

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21st CENTURY SKILLS

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration

ADVERTISING CAMPAIGN The Advertising Campaign event involves 1 to 3 students preparing an advertising campaign for any service, product, company or business, then presenting the campaign to a prospective client/advertiser selected by the students/team.

• Creativity and Innovation

Students select their own client, indicate an appropriate budget amount, select their own media, and determine the timeline for the campaign. There is no set budget; however, a budget must be determined by the students/team and should be appropriate for the client and for the campaign. For media rates and guidelines, documentation must be provided to the judge.

• Flexibility and Adaptability

• Critical Thinking and Problem Solving

• Information Literacy • Initiative and Self-direction • Leadership and Responsibility

MARKETING + COMMUNICATIONS EVENT OVERVIEW

• Media Literacy • Productivity and Accountability

The content to be evaluated is found in the standard Evaluation Form located in these Guidelines. Preliminary round competition will consist of an evaluation of the written report (minus deductions from the Written Entry Checklist) and one presentation for a possible 100 points. Students/teams will be ranked by section and a predetermined number of students/teams will be named finalists. Finalists will again be evaluated based on their written report (minus deductions) and presentation to determine final rankings. The following guidelines will be applied to the presentations at the International Career Development Conference.

• Social and Cross-cultural Skills

The Advertising Campaign consists of 2 major parts, both evaluated by the judge, for a maximum 100 points: • The written report is limited to 15 pages, and will account for a maximum 50 points. • The oral presentation by the students, limited to twenty minutes including set-up, presentation time, and answering questions from the judge, will also account for a maximum 50 points. The presentation will be given to a decision-maker (judge) in the prospective client’s/advertiser’s organization, as specified by the students/team. Read everything carefully in the Format Guidelines for the Written Report, Guidelines for Media Documentation, Guidelines for the Presentation, Written Entry Checklist, Written Statement of Assurances, and Evaluation Forms.

LEARNING OUTCOMES

In addition to developing and demonstrating specific knowledge, through the development and presentation of an advertising campaign to the judge, the students will develop or reinforce the following areas in relation to the advertising industry: • Using written communication in forms and reports • Collecting information, obtaining facts and ideas • Writing clear, attention-getting advertising copy • Developing advertising/promotional budgets • Developing an advertising/promotional plan • Planning and scheduling advertising/promotions • Demonstrating the application of advertising principles and techniques to the business environment • Organizing and presenting ideas and concepts effectively, in a clear and logical order • Analyzing business situations, organizing thoughts and identifying solutions • Demonstrating knowledge/understanding of customer/client needs • Accomplishing objectives as a team (where appropriate)

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STUDENT INSTRUCTIONS FORMAT GUIDELINES FOR THE WRITTEN REPORT

The students/team must prepare examples, in the form of a written report, of all forms of advertising media necessary for the campaign. Read carefully and follow the instructions for: Title Page, Format for the Written Report and Evaluation of the Written report, Checklist Standards, Guidelines for Media Documentation, and Written Entry Checklist. Title Page. The first page of the written report is the title page which lists the following: ADVERTISING CAMPAIGN Title of Campaign/Name of Business Name of Chapter/School Name of Chapter Advisor Chapter Advisor’s Address City, Association ZIP or Postal Code Country Students Name(s) and Address(es) City, Association ZIP or Postal Code Country Date A page number will not appear on the title page; however, the title page does count as one of the maximum 15 pages allowed. The page following the title page will be numbered “2”. The Written Statement of Assurances must be signed and submitted with the entry. Do not include it in the page numbering. Format for Written report and Evaluation of the Written report The body of the written report should include: I. EXECUTIVE SUMMARY A one-to two-page description of the campaign. II. OBJECTIVE(S) OF THE CAMPAIGN III. IDENTIFICATION OF TARGET MARKET—PRIMARY AND SECONDARY MARKETS IV. LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE CAMPAIGN V. COST ESTIMATES VI. SCHEDULES OF ALL ADVERTISING PLANNED VII. DOCUMENTATION OF APPROPRIATE MARKET AREA MEDIA RATES AND GUIDELINES (See “Guidelines for Media Documentation”) Special Note: Use the written report for support and documentation of the information presented.

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STUDENT INSTRUCTIONS CHECKLIST STANDARDS

In addition to the items outlined above, students must observe the following rules. The purpose of these rules is to make the competition as fair as possible among all students. Points will be deducted for each violation. Refer to the Written Entry Checklist. 1.

Two “official” written reports must be submitted. Both of these must be submitted in official Collegiate DECA (or DECA) folios. Folios are available from DECA Images (catalog # FOLIO). No markings, tape or other materials should be attached to the folios.

2.

Both “official” written reports must be brought to the student briefing session to be turned in for evaluation according to the Written Entry Checklist. These will be kept by the event director and will be given to the judge prior to your presentation. • The students/team may retain other copies (or photocopies) for their personal reference during the presentation. These do not have to be in official folios, will not be evaluated, and may not be shown to judge.

3.

The written report must be limited to 15 pages, including the title page, which is not numbered. The pages must be numbered in sequence; however, a page number will not appear on the title page. The title page does count as one of the maximum 15 pages allowed. The page following the title page will be numbered “2”. One page will be counted for each 8.5 x 11-inch panel or fraction thereof (foldouts, brochures, etc.). Extra pages added as dividers or additional title pages (even if blank) are included in the maximum 15 pages.

4.

Body copy of the written report must be at least double-spaced (not space-and-a-half). Title page, executive summary, bibliographical references, appendix content, footnotes, long quotes, material in tables, figures, exhibits, lists, headings, sample letters, forms, charts, graphs, etc. may be single-spaced. Material may appear on one side of the page only.

5.

Entry must be typed/word processed. Handwritten corrections will be penalized. Charts, graphs, exhibits may be handwritten.

6.

Colored paper, ink, pictures, etc. are allowed. Divider tabs, page borders, artwork, attachments, foldouts, paste-ups, photographs, etc. may also be used, but are still subject to number of pages and page size restrictions.

7.

Written documentation for media rates and guidelines appropriate for market area must be provided. This must be brought to the presentation to the judge to be checked according to the Written Entry Checklist and to be available for the judge.

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GUIDELINES FOR MEDIA DOCUMENTATION Documentation must be provided to serve as written proof of media rates and applicable guidelines for the appropriate market area (most judges will be from the area where the conference is being held). The purpose of this documentation requirement is to account for differences in clients, media rates, guidelines, etc. that vary from region to region and market to market (i.e., New York City versus Small Town, USA). The documentation is provided to allow your prospective client (judge) to evaluate your campaign with the greatest possible effectiveness given the limited time, and to allow you to best communicate the media portion of your campaign. While you should certainly summarize the media actually used within your 15 page written report, you still must provide the support documentation (i.e., a copy of the letter sent to you from the radio station, the actual rate book used for your market, printouts of rates available on the Internet) from the media company/companies as proof of rates. Any information created by the students (i.e., summary of media used, description of media used) is NOT APPROPRIATE for the media only Appendix or separate Media Documentation and may be subject to penalty points under the Written Entry Checklist guidelines. There are many forms in which you may receive media rates and guidelines for your market, whether it is a few pages faxed from a small radio station, or a media booklet developed and published for a large metropolitan market or a printed rate schedule available on the Internet. NOTE: Simply providing the “source” of the information does NOT satisfy the guidelines if the actual information is available. For example, if you obtained rates via the Internet you should identify the source but you must ALSO print out the rates pages that you used and include them in the Appendix. Simply providing the name of the website or a URL is not adequate. However, if it is not possible to provide a printout, photocopy, etc. of the rates then state clearly why this was not possible. The format options for media documentation are as follows. Students are encouraged to use divider pages or other such methods for clearly identifying media documentation and separating each document. If used within the media documentation, they will not be subject to the written entry checklist standards.

MEDIA ONLY APPENDIX

If your documentation consists only of a few pages and will easily fit in the official folio with your written report, you may choose to include an Appendix for media documentation. If you choose this approach, your media Appendix will NOT count as one of the maximum 15 pages allowed. NOTE: If material other than actual media information (as described above) is included in your Appendix, you may be penalized under the Written Entry Checklist guidelines.

SEPARATE MEDIA DOCUMENTATION

If your documentation consists of many pages (it may even be in bound form) and does NOT fit in the official folio with your written report, you may choose to provide separate media documentation. If you choose this approach, your media documentation does not need to follow any certain formatting guidelines and will NOT count as one of the maximum 15 pages allowed. NOTE: If material other than actual media information (as described above) is provided as Separate Documentation, you may be penalized under the Written Entry Checklist guidelines. Remember, as in a real-world situation, it is up to the students to effectively present their media to the prospective client (judge), given the guidelines and time limits for written documentation and presentation outlined in this publication.

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GUIDELINES FOR THE PRESENTATION

• A contract for the campaign which designates proposed media costs and agency fees will be presented by you as part of the close of the presentation. You may attach your business card to the contract. These are not to be part of media documentation. • Self-contained, state-of-the-art technology (personal or laptop computers/hand-held digital organizers) may be used. However, students must use battery power even if electrical outlets are available in the room.

1 to 3 STUDENTS

• Visual aids (poster paper, flip charts) may be used. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. • All presentation materials must be prepared by the student with the exception of product samples. Sample products may be used as part of the presentation.

PAGES ALLOWED

• Students will have up to 20 minutes to set up in the presentation room/area, present their advertising campaign and answer questions from the judges. Other persons may assist in the set-up, but only for the time needed for set up. After this time they must leave the room. PRESENTATION TIME

• The students/team may bring copies of the written report to the presentation for their personal reference. These do NOT have to be in official folios, will NOT be evaluated and may NOT be shown to judge. • Materials appropriate to the situation may be handed to or left with the judge. Items of monetary value may be handed to, but may not be left with, the judges. Items such as flyers, brochures, pamphlets and business cards may be handed to or left with the judge. No food or drinks allowed. • Students are responsible for providing documentation of media rates and guidelines (in an Appendix or as a separate document) according to the Guidelines for Media Documentation section. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the presentation will be interrupted and the students will be asked to follow the noise policy. Note: The noise level may be less of an issue when only one presentation is taking place in a room at a time (often the case with this event). • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

10 minutes for the judges to review the written entry 20 minutes for student set-up, presentation by the students/team and questions by the judges 10 minutes for scoring by the judges

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JUDGE INSTRUCTIONS The Advertising Campaign event was created by Collegiate DECA in response to the career opportunities available for college graduates in the advertising field. Students with career interests in advertising have developed a detailed ad campaign. Each student/team has selected their own prospective client/advertiser. Playing the role of a decision-maker in the prospective client’s organization, you are to read the written document and then take part in a presentation by the team. The team must provide for you, as part of their written report, documentation that supports the media rates and guidelines used. While a budget limit was not given to the students/team, each team must identify the budget used for their campaign. Part of your role is to evaluate whether the budget was followed, and whether it is appropriate for the media, client and market indicated.

JUDGING THE WRITTEN ENTRY

Please familiarize yourself with all of the guidelines before reading any of the written report and interacting with students. Penalty points (see Written Event Checklist) have already been assessed. Your job is to evaluate the written report and presentation based on the Evaluation Form. • To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Place the student(s)’ name(s) and identification number(s), using labels if provided, on the bubble score sheet as instructed (if not already done). If a bubble score sheet has not been provided, this information must be placed on the Written Evaluation Form for this event. • You will have 10 minutes to read the research report before the students enter the judging area/room. This is an appropriate time to evaluate the research report using the Written Evaluation Form. Refer to the Evaluation Criteria section for guidelines. • On the bubble sheet provided, please bubble in the appropriate score and write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. • Please make sure to score all categories, add them for the total score, and then initial the total score. The maximum score for the Written Entry is 50 points.

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EVALUATION CRITERIA

A score under the heading Exceeds Expectations in any category means that, in your opinion, the information is presented in an effective, creative way; in effect, nothing more could be expected of the students, and the decisions/ recommendations have been presented well. A score under the heading Meets Expectations in any category means that, in your opinion, the information is presented well. There may be a few minor problems or omissions, but they are not significant. Decisions/ Recommendations that earn this level in every category for the presentation would probably receive strong consideration for implementation. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation. This may be a major omission, a serious misstatement or any other major flaw.


JUDGE INSTRUCTIONS JUDGING THE PRESENTATION

• Please familiarize yourself with all of the guidelines before interacting with students. Your job is to evaluate the presentation based on the Presentation Evaluation Form. • Please place the student(s)’ name(s) and identification number(s), using labels if provided, on the bubble score sheet as instructed (if not already done). If a bubble score sheet has not been provided, this information must be placed on the Presentation Evaluation Form for this event. • Students will be scheduled for presentations at 40-minute intervals. • You will have 10 minutes to read the written entry before the students enter the judging area/room. • Students will have up to 20 minutes to set up in the presentation room/area, present their advertising campaign and answer questions from the judges. Remember, you are role-playing a decision maker in an organization looking for an effective advertising campaign. You may refer to the student’s written report or to your notes during the interaction with the students. • You may ask questions of the students to determine their ability to think spontaneously. To ensure fairness, you must ask all students the same standard questions. After asking the standard questions, you may ask other questions for clarification specific to the current students. • Following their interaction with you, please thank the students and state that a decision will be made soon and the students will be notified of the decision. Please give no indication of their performance/score. • During the last 10 minutes, after the students are excused from the judging area, you may score the students. Refer to the Evaluation Criteria section for guidelines. On the bubble sheet provided, please bubble in the appropriate score and write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to record a score for all categories, add them for the total score, and then initial the total score. The maximum score for the presentation is 50 points. Note: If a bubble score sheet is not provided, indicate your scores on the Advertising Presentation Evaluation Form. You may be asked to complete the Recap section and total your combined score for both the written entry and the interview. The section manager will double-check all addition. The Presentation Evaluation Form follows the outline shown in the section entitled Guidelines for the Presentation, which explains in greater detail what should be discussed in each part. During the presentation, ask yourself, “Will this work? Is it realistic given the budget limitations? Do the students sound knowledgeable? Are the students communicating clearly?” Ultimately, you must decide, “Would I hire this team to design and implement the advertising campaign for my organization?”

PRESENTATION SCHEDULE

10 minutes for the judges to review the written entry 20 minutes for student set-up, presentation by the students and questions by the judges 10 minutes for scoring by the judges

EVALUATION CRITERIA

A score under the heading Exceeds Expectations in any category means that, in your opinion, the information is presented in an effective, creative way; in effect, nothing more could be expected of the students. A score under the heading Meets Expectations in any category means that, in your opinion, the information is presented well. There may be a few minor problems or omissions, but they are not significant. A proposal which earns this level in every category for the presentation would probably receive strong consideration for hiring. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation. This may be a major omission, a serious misstatement or any other major flaw.

JUDGING SUMMARY

Maximum score is 100 points (50 points for written entry; 50 points for presentation). A score of 70 or better will earn the students a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in the field of advertising. If you have any suggestions for improving this event, please mention them to your event manager.

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WRITTEN ENTRY CHECKLIST Please refer to Format Guidelines for the Written Report for a more detailed explanation of these items. CHECKED

PENALTY POINTS ASSESSED

PAGE NUMBER

NOTATION

1.

The Written Statement of Assurances must be signed and submitted with the entry.

_____

15

_____

_____

2.

Entries submitted in an official Collegiate DECA (or DECA) written event folio. Two copies submitted.

_____

5

_____

_____

3.

Title page information has been provided as requested.

_____

5

_____

_____

4.

Limited to the number of pages specified in the guidelines. One page will be counted for each 8.5 x 11 inch panel or fraction thereof (foldouts, brochures, etc.).

_____

5 Per Page

_____

_____

5.

All pages are numbered in sequence (except for the title page, which is not numbered).

_____

5

_____

_____

6.

Major content must be at least double-spaced (not space-and-a-half). Title page, executive summary, bibliographical references, appendix content, footnotes, long quotes, material in tables, figures, exhibits, lists, headings, sample letters, forms, charts, graphs, etc. may be single-spaced.

_____

5

_____

_____

7.

Entry must be typed/word processed. Handwritten corrections will be penalized. Charts, graphs, exhibits may be handwritten.

_____

5

_____

_____

8.

The body of the written entry follows the sequence outlined in the guidelines. Additional subsections are permitted.

_____

5

_____

_____

9.

Documentation of media rates is provided for all media references.

_____

10

_____

_____

10. Media-only Appendix does not include material other than specific media documentation.

_____

10

_____

_____

TOTAL PENALTY POINTS ASSESSED A check indicates that the item has been examined. A circled number indicates that an infraction has been noted. A page number indicates the location of the infraction. Include a notation to provide clarification for penalty points.

INSTRUCTIONS FOR REVIEWER

*Except for item #4, the penalty points assessed must be the exact number of points indicated in the Penalty Points Assessed column for the item in question. There is no partial assessment of penalty points. For example, for item #3: if the information has not been provided as requested, just circle the “5” points. You do not assess fewer than 5 points because most of the information is present.

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WRITTEN EVENT STATEMENT OF ASSURANCES Research and report writing are important elements of modern business activities. Great care must be taken to assure that the highest ethical standards are maintained by those engaging in research and report writing. To reinforce the importance of these standards, all written entries in Collegiate DECA’s Competitive Events Program must submit this statement as part of the entry. The statement must be signed by all members of the competitive team, where applicable, and should be placed at the front of the written entry binder that is submitted for penalty points. Students will NOT be permitted to present to judge unless this has been submitted. I understand the following requirements as set forth by DECA Inc. for all Competitive Event entries containing a written component. These requirements are additional to any general competitive event rules and regulations published by DECA Inc. By signing this statement, I certify that all are true and accurate as they relate to this entry. 1.

The contents of this entry are the results of the work of the team members listed below.

2.

No part of this entry has been previously entered in international competition.

3.

This entry has not been submitted this year for international competition in any other Collegiate DECA competitive event, nor by any other student/ team in this event.

4.

Credit for all secondary research has been given to the original author and is stated as such in the written project.

5.

All activities or original research procedures described in this entry are accurate depictions of the efforts of the team members listed below.

6.

I understand that Collegiate DECA has the right to publish this entry. Should Collegiate DECA elect to publish this entry, I will receive an honorarium from Collegiate DECA. Individuals/Teams with extenuating circumstances may appeal the right to publish the entry to the executive committee of the board of directors prior to submission of the project for competition.

7.

I understand that the ideas and information presented in the written project and judge interaction will become public information. Therefore, DECA Inc., its staff, volunteers and organizational partners cannot reasonably be expected to ensure the security of my/our ideas and information.

8.

DECA will retain one official copy of all written entries. The second copy may be picked up by the students or the advisor at a designated date, time, and location. This information will be announced during the event briefing session. Unclaimed written entries/folios will not be returned to the students after the conference. This statement of assurances must be signed by all members of the team and submitted during the Advertising Campaign event briefing, or entry will be given 15 penalty points.

_________________________________ __________________________________ __________________________________

Name of Chapter

Chapter Advisor

Chapter Advisor Email

_________________________________ __________________________________ __________________________________

Student’s Name

Student’s Name

Student’s Name

_________________________________ __________________________________ __________________________________

Student’s Signature

Student’s Signature

Student’s Signature

Place at the front of the written entry. Do not count as a page.

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ADVERTISING CAMPAIGN WRITTEN ENTRY EVALUATION FORM

Please refer to the Written Entry Guidelines for a more detailed explanation of these items. LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2-3

4

5

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2-3

4

5

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

3. Is the target market analyzed clearly and accurately for the product(s) and/or service(s) being promoted? Also, are secondary targets considered accurately?

0-1-2

3-4-5

6-7-8

9-10

LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE CAMPAIGN

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2-3

4

5

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1-2

3-4-5

6-7-8

9-10

0-1

2-3

4

5

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2-3

4

5

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2-3

4

5

EXECUTIVE SUMMARY 1. One- to two-page description of the project

OBJECTIVES OF THE CAMPAIGN 2. Are the objectives for the campaign clearly defined and realistic in terms of the budget?

IDENTIFICATION OF TARGET MARKET PRIMARY AND SECONDARY MARKETS

4. Is the media selection realistic and defined properly in terms of reach, frequency and continuity?

COST ESTIMATES 5. Does the campaign include an analysis of its budget, including all costs which would be incurred? 6. Are anticipated sales given, and are they realistic in terms of the length and budget of the campaign?

SCHEDULES OF ALL ADVERTISING PLANNED 7. Does the campaign have a realistic duration, and are promotions scheduled properly in relation to the target markets?

APPEARANCE AND WORD USAGE 8. Professional layout, neatness, proper grammar, spelling and word usage

TOTAL POINTS (50)

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JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE


ADVERTISING CAMPAIGN PRESENTATION EVALUATION FORM LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

1. Originality and Creativity: Does the campaign demonstrate creativity? Does the campaign itself use a unique and effective approach?

0-1-2

3-4-5

6-7-8

9-10

2. Does the campaign stress product and/or service benefits which would conceivably appeal to the target markets described? Is the competitive advantage stated?

0-1-2

3-4-5

6-7-8

9-10

3. Do the ad layouts, commercials, etc. show a basic understanding of production techniques, as well as being consistent with the previous parts of the campaign? Are they original?

0-1-2

3-4-5

6-7-8

9-10

4. Does the campaign mention how the results will be evaluated and what additional plans they have if the campaign is successful?

0-1-2

3-4-5

6-7-8

9-10

5. Organization of Presentation: Consider neatness and organization of material, order of presentation, documentation of media rates.

0-1

2-3

4

5

6. Closing: Consider summary and conclusion of presentation and opening for future interview. Was contract presented as part of the close?

0-1

2-3

4

5

JUDGED SCORE

PRESENTATION TOTAL POINTS (50) WRITTEN ENTRY (50) PRESENTATION (50) SUBTOTAL (100) LESS PENALTY POINTS TOTAL SCORE A score of 70 or better will earn the student a Certificate of Excellence. JUDGE SECTION: A B C D E F G H I J (circle one) For tie-breaking purposes, the following evaluation form ranking process will be used. Beginning with the Presentation Evaluation Form, the participant(s) with the highest score for item #1 wins the tie-break. If this does not break the tie, the process will continue for the remaining presentation items in the following order: 3, 4, 2, 5, 6. If this does not break the tie, the process will continue using the Written Evaluation Form, beginning with item #3. If this does not break the tie, the process will continue for the remaining written entry items in the following order: 5,1,4,7,2,6,8.

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21ST CENTURY SKILLS

BUSINESS RESEARCH

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration

The Business Research event provides an opportunity for students to demonstrate business and marketing research skills needed by management personnel. Students will work with an existing local business or organization to conduct business and marketing research about a specific topic, with the ultimate goal of improving business operations, profitability, visibility, etc. A new research topic, or area to improve, will be presented annually in the event guidelines.

• Creativity and Innovation

The Business Research Event involves 1 to 3 students conducting business and/or marketing research for an existing business or organization based on an annual topic. While the term “business” will be used in these guidelines for the purposes of clarity, any type of organization, or even a department, division, or specific location of a business, may be the focus of the research. Upon completion of the research, the student (or student team) will make recommendations to the business owner/manager/operator to improve operations based on the research findings.

• Information Literacy

• Critical Thinking and Problem Solving • Flexibility and Adaptability

• Initiative and Self-direction • Leadership and Responsibility • Media Literacy • Productivity and Accountability • Social and Cross-cultural Skills

MARKETING + COMMUNICATIONS EVENT OVERVIEW

The content to be evaluated is found in the standard Evaluation Forms located in these Guidelines. Preliminary round competition will consist of an evaluation of the written research report (minus deductions from the Written Entry Checklist) accounting for 50 points, and one presentation, also accounting for 50 points. Students/teams will be ranked according to their combined score, and a predetermined number of students/ teams will be named finalists. Finalists will again be evaluated based on their written research report (minus deductions) and presentation to determine final rankings. The following guidelines will be applied to the presentations at the International Career Development Conference. The Business Research Event consists of 2 major parts, both evaluated by the judge, for a maximum 100 points: • The written research report is limited to 15 pages, and will account for a maximum 50 points. • The oral presentation by the students, limited to twenty minutes including set-up, presentation time, and answering questions from the judge, will also account for a maximum 50 points. For the presentation, the students are to assume the role of management trainees in a single-unit of a large business/organization, or in an independent operation. The judge, in the role of owner/manager/operator of the business, will evaluate both the written research report and the presentation. Read everything carefully in the Format Guidelines for the Written Report, Guidelines for the Presentation, Written Entry Checklist, Written Event Statement of Assurances, and Evaluation Forms.

LEARNING OUTCOMES

In addition to developing general and specific knowledge relating to business research and the topic for the current year, students will develop and demonstrate skills needed to address the components of the project as well as learn/understand the importance of: • Communication skills—the ability to exchange information and ideas with others through writing, speaking, reading or listening • Analytical skills—the ability to derive facts from data, findings from facts, conclusions from findings and recommendations from conclusions • Production skills—the ability to take a concept from an idea and make it real • Critical thinking/problem-solving skills • Teamwork—the ability to be an effective member of a productive group • Priorities/time management—the ability to determine priorities and manage time commitments and deadlines • Identification of competitive conditions within market areas.

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STUDENT INSTRUCTIONS 2017-18 BUSINESS RESEARCH TOPIC

The 2017-2018 topic is the development or enhancement of an online presence management strategy. Students will collaborate with a local business or organization to analyze the company’s current online presence and how it impacts the company’s brand. Students will then develop and present a plan to improve or implement the online presence management strategy. Specific Learning Objectives The business research event provides an opportunity for students to: • Analyze a business’s/organization’s current online presence management strategy. • Describe how the business's/organization's current strategy impacts their brand. • Research and identify ways in which the business/organization can improve upon its online presence management strategies. • Prepare a strategic plan for the business/organization to improve or implement an online presence management strategy. • Present the findings and conclusions in an interactive situation.

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STUDENT INSTRUCTIONS FORMAT GUIDELINES FOR THE WRITTEN REPORT

The students must prepare a written research report. Read carefully and follow instructions for: Title Page, Format Guidelines for the Written Research Report and Evaluation of the Written Research Report, Checklist Standards, and Written Entry Checklist. Refer also to the Written Entry Evaluation Form. TITLE PAGE. The first page of the written report is the title page. It must include in any order, but is not limited to, the following: BUSINESS RESEARCH Title of the Project Name of Chapter/School Name of Chapter Advisor Chapter Advisor’s Address City, Association ZIP or Postal Code Country Student Name(s) and Address(es) City, Association ZIP or Postal Code Country Date A page number will not appear on the title page; however, the title page does count as one of the maximum 15 pages allowed. The page following the title page will be numbered “2”. The Written Statement of Assurances must be signed and submitted with the entry. Do not include it in the page numbering. FORMAT FOR THE WRITTEN RESEARCH REPORT AND EVALUATION OF THE REPORT The body of the written research report should include: I. EXECUTIVE SUMMARY A one- to two-page description of the research, findings and conclusions II. INTRODUCTION A. Description of the business or organization (if the research study is limited to a specific “part” of the overall business or organization, identify the specific department, division, or location) B. Description of the community (economic, geographic, demographic and socioeconomic factors) C. Description of the business’s promotional strategies III. RESEARCH METHODS USED IN THE STUDY A. Rationale and description of research methodologies selected to conduct the research study B. Process of conducting the selected research method(s) IV. FINDINGS AND CONCLUSIONS OF THE STUDY A. Findings of the research study B. Conclusions based on the findings V. PROPOSED STRATEGIC PLAN TO IMPROVE OR IMPLEMENT AN ONLINE PRESENCE MANAGEMENT STRATEGY A. Goals and objectives B. Strategies to improve or implement an online presence management strategy C. Methods of evaluating proposed changes VI. BIBLIOGRAPHY VII. APPENDIX An appendix is optional. Include in an appendix any exhibits appropriate to the written entry, but not important enough to include in the body. These might include sample questionnaires used, letters sent and received, general background data, minutes of meetings, etc. Provided that the appendix includes such “exhibits” and is NOT used for “content” that should be included under previous sections, the appendix does NOT count as one of the maximum 15 pages. Any such misuse of the appendix may result in penalties under the Written Entry Checklist Guidelines

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STUDENT INSTRUCTIONS CHECKLIST STANDARDS

In addition to the items outlined above, students must observe the following rules. The purpose of these rules is to make the competition as fair as possible among all students. Points will be deducted for each violation. Refer to the Written Entry Checklist. 1. Two “official” written reports must be submitted. Both of these must be submitted in official Collegiate DECA (or DECA) folios. Folios are available from DECA Images (catalog # FOLIO). No markings, tape or other materials should be attached to the folios. 2. Both “official” written reports must be brought to the student briefing session to be turned in for evaluation according to the Written Entry Checklist. These will be kept by the event director and will be given to the judge prior to your presentation. The students may retain other copies (or photocopies) for their personal reference during the presentation. These do not have to be in official folios, will not be evaluated, and may not be shown to judges. 3. The written report must be limited to 15 pages, including the title page, which is not numbered. The pages must be numbered in sequence; however, a page number will not appear on the title page. The title page does count as one of the maximum 15 pages allowed. The page following the title page will be numbered “2”. One page will be counted for each 8.5 x 11-inch panel or fraction thereof (foldouts, brochures, etc.). Extra pages added as dividers or additional title pages (even if blank) are included in the maximum 15 pages. 4. Body copy of the written report must be at least double-spaced (not space-and-a-half). Title page, executive summary, bibliographical references, appendix content, footnotes, long quotes, material in tables, figures, exhibits, lists, headings, sample letters, forms, charts, graphs, etc. may be single-spaced. Material may appear on one side of the page only. 5. Entry must be typed/word processed. Handwritten corrections will be penalized. Charts, graphs, exhibits may be handwritten. 6. Colored paper, ink, pictures, etc. are allowed. Divider tabs, page borders, artwork, attachments, foldouts, paste-ups, photographs, etc. may also be used, but are still subject to number of pages and page size restrictions.

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GUIDELINES FOR THE PRESENTATION • This event does allow the use of materials (i.e., sample brochures).

• All material must be prepared by the students, with the exception of sample materials related to the topic developed by the business or organization that is the focus of the research project.

1 to 3 STUDENTS

• The students/team may bring copies of the written research report to the presentation for their personal reference. These do NOT have to be in official folios, will NOT be evaluated, and may NOT be shown to judges. • Self-contained, state-of-the-art technology (personal or laptop computers/hand-held digital organizers) may be used. However, students must use battery power even if electrical outlets are available in the room. • Visual aids (poster paper, flip charts) may be used.

PAGES ALLOWED

• All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. • Only materials that can be easily carried to and from the competition areas will be permitted (includes computer equipment, visual aids, etc.). Only the students may handle and set up their materials. No outside assistance will be allowed. • Materials appropriate to the situation may be handed to or left with the judges. Items of monetary value may be handed to but may not be left with judges. Items such as flyers, brochures, pamphlets and business cards may be handed to or left with the judges. No food or drinks allowed. • Students will have up to 20 minutes to present their research, findings, conclusions and strategies for improvement, and to answer questions from the judges. • Space provided for this event may be limited to a 6’ x 8’ pipe-and-drape booth in an arena atmosphere (includes judges' table and chairs). • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the students will be interrupted and asked to follow the noise policy. Note: The noise level may be less of an issue when only one presentation is taking place in a room at a time (often the case with this event). • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

10 minutes for the judges to review the written research report 20 minutes for student presentation (describe research, findings, conclusions and strategies for improvement) and questions by the judges 10 minutes for scoring by the judges

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PRESENTATION TIME


JUDGE INSTRUCTIONS The Business Research Event was created by Collegiate DECA in response to the need for college graduates to be familiar with business research processes and the impact research has on business and industry. The students have worked with an existing business of their choice to conduct a research study on the development or enhancement of an online presence management strategy. Students have analyzed the company's current online presence and how it impacts the company's brand. The students then developed a strategic plan to improve or implement the online presence management strategy. Playing the role of the business owner/manager/operator, you are to read the written report and then interact with the writers as if you were considering implementing a new online presence management strategy. While the term “business” will be used in these guidelines for the purposes of clarity, any type of organization, or even a department, division, or specific location of a business, may be the focus of the research.

JUDGING THE WRITTEN ENTRY

Please familiarize yourself with all of the guidelines before reading any of the written research report. Penalty points (see Written Event Checklist) have already been assessed. Your job is to evaluate the written research report based on the Written Evaluation Form. • Place the students’ name(s) and identification number(s), using labels if provided, on the bubble score sheet as instructed (if not already done). If a bubble score sheet has not been provided, this information must be placed on the Written Evaluation Form for this event. • You will have 10 minutes to read the research report before the students enter the judging area/room. This is an appropriate time to evaluate the research report using the Written Evaluation Form. Refer to the Evaluation Criteria section for guidelines. • On the bubble sheet provided, please bubble in the appropriate score and write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. • Please make sure to score all categories, add them for the total score, and then initial the total score. The maximum score for the Written Entry is 50 points. • The written research project may include an optional appendix. An appendix may include sample questionnaires used, letters sent and received, general background data, minutes of meetings, etc.

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JUDGE INSTRUCTIONS JUDGING THE PRESENTATION

• Please familiarize yourself with all of the guidelines before interacting with students. Your job is to evaluate the presentation based on the Presentation Evaluation Form. • To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Please place the students’ name(s) and identification number(s), using labels if provided, on the bubble score sheet as instructed (if not already done). If a bubble score sheet has not been provided, this information must be placed on the Presentation Evaluation Form for this event. • Students will be scheduled for presentations at 40-minute intervals. • You will have 10 minutes to read the written research report before the students enter the judging area/ room. • The 20 minutes following the introduction will allow the students to outline the research, findings, conclusions and answer questions. Remember, you are role-playing as the owner/manager/operator of a business. You may refer to the student’s written research report or to your notes during the interaction with the students. • To ensure fairness, you must ask the students the same questions—one question from each of the major categories shown on the evaluation sheet would be appropriate. After asking the standard questions, you may ask other questions for clarification specific to the current students. • Following the 20 minute interaction period, please thank the students for the research and suggestions. Please give no indication of their performance/score. • During the last 10 minutes, after the students are excused from the judging area, you may score the students. Refer to the Evaluation Criteria section for guidelines. On the bubble sheet provided, please bubble in the appropriate score and write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to record a score for all categories, add them for the total score, and then initial the total score. The maximum score for the interview is 50 points. Note: If a bubble score sheet is not provided, indicate your scores on the Business Research Presentation Evaluation Form. You may be asked to complete the Recap section and total your combined score for both the written entry and the interview. The section manager will double-check all addition. The Presentation Evaluation Form follows the outline shown in the section entitled Guidelines for the Presentation, which explains in greater detail what should be discussed in each part. During the presentation, ask yourself, “Will this work? Is it realistic? Do the students sound knowledgeable? Are the students communicating clearly?” Ultimately, you must decide, “Would I implement their recommendations?”

PRESENTATION SCHEDULE

10 minutes for judges to read the written research report 20 minutes for presentation by the students and questions by the judges 10 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score is 100 points (50 points for written entry; 50 points for presentation). A score of 70 or better will earn the student a Certificate of Excellence. We hope you are impressed by the quality of work of these students. If you have any suggestions for improving this event, please mention them to your event manager.

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EVALUATION CRITERIA

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation was done in an effective, creative way; in effect, nothing more could be expected of the student. A score under the heading Meets Expectations in any category means that, in your opinion, the presentation was done well. There may be a few minor problems or omissions, but they are not significant. A presentation which earns this level in every category for the presentation would probably receive strong consideration. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation. This may be a major omission, a serious misstatement or any other major flaw.


WRITTEN ENTRY CHECKLIST Please refer to the Format Guidelines for the Written Research Report for a more detailed explanation of these items. CHECKED

PENALTY POINTS ASSESSED

PAGE NUMBER

NOTATION

The Written Statement of Assurances must be signed and submitted with the entry.

_____

15

_____

_____

2.

Entries submitted in an official Collegiate DECA (or DECA) written event folio. Two copies submitted.

_____

5

_____

_____

3.

Title page information has been provided as requested.

_____

5

_____

_____

4.

Limited to the number of pages specified in the guidelines. One page will be counted for each 8.5 x 11 inch panel or fraction thereof (foldouts, brochures, etc.).

_____

5 Per Page

_____

_____

5.

All pages are numbered in sequence (except for the title page, which is not numbered).

_____

5

_____

_____

6.

Major content must be at least double-spaced (not space-and-a-half). Title page, executive summary, bibliographical references, appendix content, footnotes, long quotes, material in tables, figures, exhibits, lists, headings, sample letters, forms, charts, graphs, etc. may be single-spaced.

_____

5

_____

_____

7.

Entry must be typed/word processed. Handwritten corrections will be penalized. Charts, graphs, exhibits may be handwritten.

_____

5

_____

_____

8.

The body of the written entry follows the sequence outlined in the guidelines. Additional subsections are permitted.

_____

5

_____

_____

9.

Appendix does not include content that should be included in the main body of the report.

_____

10

_____

_____

1.

TOTAL PENALTY POINTS ASSESSED A check indicates that the item has been examined. A circled number indicates that an infraction has been noted. A page number indicates the location of the infraction. Include a notation to provide clarification for penalty points.

INSTRUCTIONS FOR REVIEWER

Except for item #4, the penalty points assessed must be the exact number of points indicated in the Penalty Points Assessed column for the item in question. There are no partial assessment of penalty points. For example, for item #3: if the information has not been provided as requested, just circle the “5” points. You do not assess fewer than 5 points because most of the information is present.

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WRITTEN STATEMENT OF ASSURANCES Research and report writing are important elements of modern business activities. Great care must be taken to assure that the highest ethical standards are maintained by those engaging in research and report writing. To reinforce the importance of these standards, all written entries in Collegiate DECA’s Competitive Events Program must submit this statement as part of the entry. The statement must be signed by all members of the competitive team, where applicable, and should be placed at the front of the written entry binder that is submitted for penalty points. Students will NOT be permitted to present to judge unless this has been submitted. I understand the following requirements as set forth by DECA Inc. for all Competitive Event entries containing a written component. These requirements are additional to any general competitive event rules and regulations published by DECA Inc. By signing this statement, I certify that all are true and accurate as they relate to this entry. 1.

The contents of this entry are the results of the work of the team members listed below.

2.

No part of this entry has been previously entered in international competition.

3.

This entry has not been submitted this year for international competition in any other Collegiate DECA competitive event, nor by any other student/ team in this event.

4.

Credit for all secondary research has been given to the original author and is stated as such in the written project.

5.

All activities or original research procedures described in this entry are accurate depictions of the efforts of the team members listed below.

6.

I understand that Collegiate DECA has the right to publish this entry. Should Collegiate DECA elect to publish this entry, I will receive an honorarium from Collegiate DECA. Individuals/Teams with extenuating circumstances may appeal the right to publish the entry to the executive committee of the board of directors prior to submission of the project for competition.

7.

I understand that the ideas and information presented in the written project and judge interaction will become public information. Therefore, DECA Inc., its staff, volunteers and organizational partners cannot reasonably be expected to ensure the security of my/our ideas and information.

8.

DECA will retain one official copy of all written entries. The second copy may be picked up by the students or the advisor at a designated date, time, and location. This information will be announced during the event briefing session. Unclaimed written entries/folios will not be returned to the students after the conference. This statement of assurances must be signed by all members of the team and submitted during the Business Research event briefing, or entry will be given 15 penalty points.

_________________________________ __________________________________ __________________________________

Name of Chapter

Chapter Advisor

Chapter Advisor Email

_________________________________ __________________________________ __________________________________

Student’s Name

Student’s Name

Student’s Name

_________________________________ __________________________________ __________________________________

Student’s Signature

Student’s Signature

Place at the front of the written entry. Do not count as a page.

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Student’s Signature


BUSINESS RESEARCH WRITTEN ENTRY EVALUATION FORM

Please refer to the Written Entry Guidelines for a more detailed explanation of these items. LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2-3

4

5

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2-3

4

5

0-1

2-3

4

5

0-1

2-3

4

5

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

5. Findings of the research study

0-1

2-3

4

5

6. Conclusions based on the findings

0-1

2-3

4

5

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

EXECUTIVE SUMMARY 1. One-to two page description of the project

INTRODUCTION 2. Description of the business or organization 3. Description of the community (economic, geographic, demographic and socioeconomic factors) 4. Description of the business’s current promotional strategies

FINDINGS AND CONCLUSIONS OF THE STUDY

PROPOSED STRATEGIC PLAN TO IMPROVE EMPLOYEE RETENTION 7. Goals and objectives

0-1

2-3

4

5

8. Strategies to improve or implement an online presence management strategy

0-1

2-3

4

5

9. Methods of evaluating the proposed changes

0-1

2-3

4

5

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2-3

4

5

APPEARANCE AND WORD USAGE 10. Professional layout, neatness, proper grammar, spelling and word usage

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

WRITTEN ENTRY TOTAL POINTS (50)

JUDGE SECTION: A B C D E F G H I J (circle one)

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BUSINESS RESEARCH PRESENTATION EVALUATION FORM LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

1. Research Explanation

0-1-3

3-4-5

6-7-8

9-10

2. Research Findings

0-1-2

3-4-5

6-7-8

9-10

3. Conclusions

0-1-2

3-4-5

6-7-8

9-10

4. Strategic Plan to Improve or implement an online presence management strategy

0-1-2

3-4-5

6-7-8

9-10

0-1-2

3-4-5

6-7-8

9-10

5. Overall performance: Appropriate appearance, poise, confidence, presentation, technique, etc.

JUDGED SCORE

PRESENTATION TOTAL POINTS (50) WRITTEN ENTRY (50) PRESENTATION (50) SUBTOTAL (100) LESS PENALTY POINTS TOTAL SCORE

A score of 70 or better will earn the student a Certificate of Excellence. JUDGE SECTION: A B C D E F G H I J (circle one) TIE BREAKER For tie-breaking purposes, the following evaluation form ranking process will be used. Beginning with the Presentation Evaluation Form, the students with the highest score for item #1 wins the tie-break. If this does not break the tie, the process will continue for the remaining presentation items in the following order: 2, 3, 4, 5. If this does not break the tie, the process will continue using the Written Evaluation Form, beginning with item #5. If this does not break the tie, the process will continue for the remaining written entry items in the following order: 1, 8, 2, 4, 6, 7, 9, 3, 10.

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21st CENTURY SKILLS

Students will also develop many 21stCentury Skills, in the following categories, desired by today’s employers: • Communication and Collaboration

EMERGING TECHNOLOGY MARKETING STRATEGIES

• Creativity and Innovation

The Emerging Technology Marketing Strategies event involves 1 or 2 students designing a marketing strategy for a product or service using emerging technology solutions. The students will then demonstrate and explain the marketing plan to the potential client.

• Critical Thinking and Problem Solving

The objective for the 2017-2018 year is to create a comprehensive emerging technology marketing strategy for a real estate agency. Emerging technology strategies include, but are not limited to, websites, mobile applications, social media outlets, animation, videos, and the like. The strategy should include a clearly integrated brand identity for the real estate agency.

• Information Literacy

• Flexibility and Adaptability

• Initiative and Self-direction • Leadership and Responsibility

The Emerging Technology Marketing Strategies Event is not intended for design or creation of conceptual technologies; rather, it is designed to demonstrate accurate implementation of existing technologies.

• Media Literacy • Productivity and Accountability

In the Emerging Technologies Marketing Strategies event, students will assume the role of agency owner of a creative consulting firm that creates marketing strategies for products, services and organizations using the latest technologies.

• Social and Cross-cultural Skills

MARKETING + COMMUNICATIONS EVENT OVERVIEW

Prior to the conference, the students will create mock ups of all components of the integrated marketing plan. The students must be able to discuss the reasoning behind the marketing plan, design, features, expected outcomes and customer experience. The marketing plan will be presented to a judge acting as the potential client. Presentations must be presented using software such as PowerPoint, Slide Share, Slide Rocket, etc. Internet service, if needed, is the responsibility of the student. The presentation is not intended to be a live software demonstration, rather to explain the functionality and implementation of the overall marketing plan. The judge will be in the role specified by the students as a client or potential client who is the looking for ways to create a clear brand identity for their real estate agency. At the beginning of the presentation the students will inform the judge as to their role. The content to be evaluated is found in the standard Evaluation Form found in these Guidelines. There will be an evaluation of the presentation for a possible 100 points. Preliminary round competition will consist of an evaluation of the presentation to the judge. Students will be ranked by section and a predetermined number of students will be named finalists. Finalists will make a second presentation. The following guidelines will be applied to the presentations at the International Career Development Conference.

LEARNING OUTCOMES

In addition to developing and demonstrating specific knowledge relating to marketing principles through the use of emerging technologies and delivery of a presentation to a current or potential client, students will: • Demonstrate knowledge of budgetary requirements used for development • Collecting information, obtaining facts and ideas about product(s) and/or service(s) • Applying design principles (attracting the potential customer) • Utilize mobile applications • Utilize social media • Using graphics and/or multimedia in a presentation • Applying marketing principles • Understanding the concept of feature/benefit selling • Demonstrating knowledge/understanding of client/customer needs • Applying Internet and mobile marketing concepts • Explaining the development and design process • Using innovative technology • Organizing and delivering an effective presentation • Demonstrating imagination and creativity COLLEGIATE DECA GUIDE 2017 ›› 85


GUIDELINES FOR THE PRESENTATION

• The students are to act as agency owner(s) of a creative consulting firm that creates marketing strategies for products, services and organizations using the latest technologies. • The students will walk the client or potential client (judge) through the comprehensive marketing plan.

1-2 STUDENTS

• Self-contained, state-of-the-art technology (personal or laptop computers/hand-held digital organizers) may be used. However, students must use battery power even if electrical outlets are available in the room. • Visual aids (poster paper, flip charts) may be used. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. • Only materials that can be easily carried to and from the competition areas will be permitted (includes computer equipment, visual aids, etc.). Only the students may handle and set up their materials. No outside assistance will be allowed. • Materials appropriate to the situation may be handed to or left with the judge. Items of monetary value may be handed to but may not be left with judges. Items such as flyers, brochures, pamphlets and business cards may be handed to or left with the judge. No food or drinks allowed. • Students will have 20 minutes to set-up in the presentation room/area, make the presentation and respond to any questions from the judges. This includes any introduction to inform the judge as to the role they are to play. • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the students will be interrupted and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. Failure to follow guidelines may result in disqualification.

COPYRIGHT GUIDELINES

• For any registered logos, trademarks, names, text, etc. that were not the creation of the students, permission must be obtained (association and federal copyright laws apply). Students should assume that any work obtained from another source is copyrighted, even if it is not explicitly stated, unless they are told otherwise. • Any violations of copyright, lack of source citation, or lack of permission to use material, may result in disqualification. • Documentation of permission to use registered logos, trademarks and copyrighted materials must be submitted during the event briefing session. This documentation then will be given to judges prior to your presentation.

PRESENTATION SCHEDULE

20 minutes for the set-up, presentation (includes introduction) and questions by the judge 5 minutes for scoring by the judge

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PRESENTATION TIME


JUDGE INSTRUCTIONS

EVALUATION CRITERIA

The Emerging Technologies Marketing Strategies event was created by Collegiate DECA in response to the career opportunities available for college graduates in the area of website design, social media marketing, mobile application design, and integrated marketing communications.

A score under the heading Exceeds Expectations in any category means that, in your opinion, the emerging technologies marketing strategies and presentation was done in an effective, creative way; in effect, nothing more could be expected of the student, and the presentation was delivered in a way that would initiate your purchase.

In the Emerging Technologies Marketing Strategies event, students will assume the role of agency owner of a creative consulting firm that creates marketing strategies for products, services and organizations using the latest technologies. Prior to the conference, the students will create mock-ups of all components of the integrated marketing plan, which will be presented to you acting as the potential client. The students must be able to discuss the reasoning behind the marketing plan, design, features, expected outcomes and customer experience. As the focus of this event is to explain the functionality and implementation of the overall marketing plan, students are not required to present a “live” demonstration of the technology. Internet service, if used, is the responsibility of the students.

A score under the heading Meets Expectations in any category means that, in your opinion, the emerging technologies marketing strategies and presentation was done well. There may be a few minor problems or omissions, but they are not significant. A marketing strategy and presentation which earns this level in every category for the presentation would probably receive strong consideration for purchase.

At the beginning of the presentation the students will inform you as to your exact role. The students will then walk you through the comprehensive marketing strategy.

JUDGING THE PRESENTATION

Please familiarize yourself with all of the guidelines before interacting with the students. Your job is to evaluate the students’ presentation using the evaluation form. • To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.) • Please place the students’ name and identification number, using labels if provided, on the bubble score sheet (if not already done). If a bubble score sheet has not been provided, this information must be placed on the evaluation form for this event. • Students will be scheduled for presentations at 25-minute intervals. Remember, you are role-playing a client or potential client. The students are acting as owners of a creative consulting firm that designs integrated marketing strategies for clients. • Students have been instructed to provide documentation for permission to use any logos, trademarks, names, text, etc. that are not the creation of the students. Any such documentation will be given to you by the event managers before the students begin their presentation. (Not all students will necessarily need such documentation.) Any violations of copyright, lack of source citation, or lack of permission to use material may result in disqualification. • Students will have 20 minutes to set-up, make the presentation and respond to any questions from you. This includes any introduction to inform you, as the judges, as to the exact role you are to play. The students will be presenting the comprehensive marketing strategies to you.

A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the marketing strategy and presentation. This may be a major omission, a serious misstatement or any other major flaw.

• After the question and answer session is completed, please thank the students but do not discuss the presentation or your evaluation. • During the last 5 minutes, after the students are excused from the judging area, you may score the students. Refer to the Evaluation Criteria section for guidelines. If a bubble sheet has been provided, please bubble in the appropriate score and write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score for each item. Please make sure to score all categories, add them for the total score, then initial the score. When scoring, the main question to ask yourself is “Based on my experience, would I hire this student/team to develop my organization’s marketing strategies using emerging technologies to sell product(s) and/or service(s)?” The maximum score for the evaluation is 100 points. NOTE: If a bubble sheet is not provided, indicate your scores on the Emerging Technologies Marketing Strategies Evaluation Form.

PRESENTATION SCHEDULE

20 minutes for the set-up, presentation (includes introduction), and questions by the judges 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score is 100 points. A score of 70 or better will earn the student a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in the area of Emerging Technologies Marketing Strategies. If you have any suggestions for improving this event, please mention them to your event manager.

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EMERGING TECHNOLOGY MARKETING STRATEGIES PRESENTATION EVALUATION FORM LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1-2-3-4

5-6-7-8

9-10-11-12

13-14-15

0-1-2-3-4

5-6-7-8

9-10-11-12

13-14-15

0-1-2-3-4

5-6-7-8

9-10-11-12

13-14-15

4. The application of marketing principles through the emerging technologies

0-1-2

3-4-5

6-7-8

9-10

5. Ability to sell the concepts to client/potential client

0-1-2

3-4-5

6-7-8

9-10

6. The ability to relate technology used for development to the client

0-1-2

3-4-5

6-7-8

9-10

7. Introduction: Confidence, poise, assertiveness

0-1-2

3-4-5

6-7-8

9-10

0-1

2-3

4

5

0-1

2-3

4

5

0-1

2-3

4

5

1. Visual impression of the marketing materials—Consider: creativity, imagination, the use of graphics or media 2. Integration of strategy components 3. The value/benefit/price relationship featured by the emerging technology marketing strategies

8. Ability to understand and communicate client/customer needs 9. Summary and conclusion or presentation, opening for call-back, responding to questions 10. Overall performance: Appropriate appearance, presentation technique, etc.

JUDGED SCORE

TOTAL POINTS (100)

A score of 70 or better will earn the student a Certificate of Excellence. JUDGE SECTION: A B C D E F G H I J (circle one) TIE BREAKER For tie-breaking purposes, the following evaluation form ranking process will be used. First, the student with the highest score for #1 wins the tiebreak. If this does not break the tie, the process will continue for the remaining items in the following order: 2, 3, 4, 5, 6, 7, 8, 9, 10.

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21st CENTURY SKILLS

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration

ENTREPRENEURSHIP Starting a Business

• Creativity and Innovation

The Entrepreneurship (Starting a Business) event involves 1 to 3 students developing a proposal to start a business, then presenting the proposal to a potential investor or financial institution representative (judge). The proposed business may be a sole proprietorship, partnership, corporation or franchise.

• Critical Thinking and Problem Solving

The event provides an opportunity for the students to develop and demonstrate mastery of essential competencies as they apply to the analysis of a business opportunity, the development of a marketing/ promotional plan and the development of a financial plan. Any type of business may be used.

• Flexibility and Adaptability • Information Literacy • Initiative and Self-direction • Leadership and Responsibility • Media Literacy

EVENT OVERVIEW

The students will assume the role of an entrepreneur seeking start-up capital (financing) for a new business or franchise. The presentation will be given to a decision-maker (judge) for a financial institution or a potential investor. NOTE: This event is not for businesses currently being operated.

• Productivity and Accountability • Social and Cross-cultural Skills

In addition to the presentation, the students must present a three-part written report of not more than 15 pages, including title page, that describes the business model the students wants to develop, and which will be used to direct and reinforce the presentation to the judge. The content to be evaluated is found in the standard Evaluation Forms located in these Guidelines. Preliminary round competition will consist of an evaluation of the written report (minus deductions from the Written Entry Checklist) accounting for 50 points, and one presentation, also accounting for 50 points. Students/Teams will be ranked according to their combined score, and a predetermined number of students/teams will be named finalists. Finalists will again be evaluated based on their written report (minus deductions) and presentation to determine final rankings. The following guidelines will be applied to the presentations at the International Career Development Conference. Read everything carefully in the Format Guidelines for the Written Report, Guidelines for the Presentation, Written Entry Checklist, Written Statement of Assurances, and Evaluation Forms.

LEARNING OUTCOMES

In addition to developing and demonstrating general and specific knowledge relating to the proposed business and the industry in which it operates, through the development of a written report and the presentation of ideas to the judge, the students will develop or reinforce the following areas in relation to the start-up of a small business venture: • Using written communication in forms and reports • Collecting information, obtaining facts and ideas • Developing a marketing/promotional plan • Applying entrepreneurial principles and techniques • Demonstrating knowledge/understanding of customer/client needs • Analyzing business opportunities • Self-evaluating personal interests, skills and abilities • Understanding the basic steps involved in starting a small business • Interpreting financial statements • Developing a financial plan • Understanding the importance of time management in dealing with the unique demands of business ownership • Understanding factors relating to human resource management • Demonstrating knowledge of the components of gross and net profit • Developing a marketing/promotional plan using a complete marketing mix (product, price, promotion, place) • Organizing and communicating ideas and concepts effectively

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STUDENT INSTRUCTIONS GUIDELINES FOR THE FORMAT OF THE WRITTEN REPORT The students must prepare a business plan in the form of a written report. Read carefully and follow the instructions for: Title Page, Format for the Written Report and Evaluation of the Written Report, Checklist Standards, Guidelines for Franchise Documentation, and Written Entry Checklist. Refer also to the Written Evaluation Form. Title Page. The first page of the written report is the title page which lists the following: ENTREPRENEURSHIP (STARTING A BUSINESS) Type and Name of Business Name of Chapter/School Name of Chapter Advisor Chapter Advisor’s Address City, Association ZIP or Postal Code Country Students Name(s) and Address(es) City, Association ZIP or Postal Code Country Date A page number will not appear on the title page; however, the title page does count as one of the maximum 15 pages allowed. The page following the title page will be numbered “2”. The Written Statement of Assurances must be signed and submitted with the entry. Do not include it in the page numbering.

FORMAT FOR THE WRITTEN REPORT AND EVALUATION OF THE WRITTEN REPORT The body of the written report should include: I. EXECUTIVE SUMMARY One-to two-page summary of the business model II. PROBLEM List the top three problems your product/service is addressing. III. CUSTOMER SEGMENTS Who are the target customers? IV. UNIQUE VALUE PROPOSITION What is the single, clear, compelling message that states why your product/service is different and worth buying? V. CHANNELS What are the pathways to customers? VI. REVENUE STREAMS A. What is the revenue model? B. What are the life time values? C. What is the revenue? D. What is the gross margin? VII. COST STRUCTURE A. What are the customer acquisition costs? B. What are the distribution costs? C. What are the human resources costs? D. Additional costs? VIII. DETAILED FINANCIALS A. Projected income statements by month for the first year’s operation (sales, expenses, profit/loss) B. Projected cash flow for the first year C. Projected cash flow by month for the first year’s operation D. Projected balance sheet, end of first year E. Projected three-year plan F. A brief narrative description of the planned growth of the proposed business, including financial resources and needs

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STUDENT INSTRUCTIONS G.

Proposed plan to meet capital needs • Personal and internal sources • Earnings, short-term and long-term borrowing, long-term equity • External sources • Short-term and long-term borrowing, long-term equity (if applicable) repayment plans • Plan to repay borrowed funds or provide return on investment to equity funds

IX. KEY METRICS What are the key activities that must be measured? X. COMPETITIVE ADVANTAGE What about your product/service means that it cannot be easily copied or bought? XI. CONCLUSION Specific request for financing, summary of key points supporting the financial request XII. BIBLIOGRAPHY XIII. APPENDIX An appendix is optional. Include in an appendix any exhibits appropriate to the written entry, but not important enough to include in the body. These might include sample questionnaires used, letters sent and received, general background data, minutes of meetings, etc. Provided that the appendix includes such “exhibits” and is NOT used for “content” that should be included under previous sections, the appendix does NOT count as one of the maximum 15 pages. Any such misuse of the appendix may result in penalties under the Written Entry Checklist Guidelines. Special Note: Use the written report for support and documentation of presentation.

FRANCHISE ONLY APPENDIX

If your documentation consists only of a few pages and will easily fit in the official folio with your written report, you may choose to include an Appendix for franchise documentation. If you choose this approach, your franchise documentation Appendix will NOT count as one of the maximum 15 pages allowed. NOTE: If material other than actual franchise documentation (as described above) is included in your Appendix, you may be penalized under the Written Entry Checklist Guidelines.

SEPARATE FRANCHISE DOCUMENTATION

If your documentation consists of many pages (it may even be in bound form) and does NOT fit in the official folio with your written report, you may choose to provide separate franchise documentation. If you choose this approach, your franchise documentation does not need to follow any certain formatting guidelines and will NOT count as one of the maximum 15 pages allowed. NOTE: If material other than actual franchise documentation (as described above) is provided as Separate Documentation, you may be penalized under the Written Entry Checklist Guidelines.

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STUDENT INSTRUCTIONS CHECKLIST STANDARDS

In addition to the items outlined above, students must observe the following rules. The purpose of these rules is to make the competition as fair as possible among all students. Points will be deducted for each violation. Refer to the Written Entry Checklist. 1. Two “official” written reports must be submitted. Both of these must be submitted in official Collegiate DECA (or DECA) folios. Folios are available from DECA Images (catalog # FOLIO). No markings, tape or other materials should be attached to the folios. 2. Both “official” written reports must be brought to the student briefing session to be turned in for evaluation according to the Written Entry Checklist. These will be kept by the event director and will be given to the judge prior to your presentation. The students may retain other copies (or photocopies) for their personal reference during the presentation. These do not have to be in official folios, will not be evaluated, and may not be shown to judge. 3. The written report must be limited to 15 pages, including the title page, which is not numbered. The pages must be numbered in sequence; however, a page number will not appear on the title page. The title page does count as one of the maximum 15 pages allowed. The page following the title page will be numbered “2”. One page will be counted for each 8.5 x 11-inch panel or fraction thereof (foldouts, brochures, etc.). Extra pages added as dividers or additional title pages (even if blank) are included in the maximum 15 pages. 4. Body copy of the written report must be at least double-spaced (not space-and-a-half). Title page, executive summary, bibliographical references, appendix content, footnotes, long quotes, material in tables, figures, exhibits, lists, headings, sample letters, forms, charts, graphs, etc. may be single-spaced. Material may appear on one side of the page only. 5. Entry must be typed/word processed. Handwritten corrections will be penalized. Charts, graphs, exhibits may be handwritten. 6. Colored paper, ink, pictures, etc. are allowed. Divider tabs, page borders, artwork, attachments, foldouts, paste-ups, photographs, etc. may also be used, but are still subject to number of pages and page size restrictions.

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GUIDELINES FOR THE PRESENTATION

• This event does allow the use of materials (i.e., product samples, prototypes). • All material must be prepared by the students (except for franchise documentation).

1 to 3 STUDENTS

• The students may bring copies of the written report to the presentation for their personal reference. These do NOT have to be in official folios, will NOT be evaluated, and may NOT be shown to judges. • Self-contained, state-of-the-art technology (personal or laptop computers/hand-held digital organizers) may be used. However, students must use battery power even if electrical outlets are available in the room. • Visual aids (poster paper, flip charts) may be used.

PAGES ALLOWED

• All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. • Only materials that can be easily carried to and from the competition areas will be permitted (includes computer equipment, visual aids, etc.). Only the students may handle and set up their materials. No outside assistance will be allowed. • Materials appropriate to the situation may be handed to or left with the judge. Items of monetary value may be handed to but may not be left with judges. Items such as flyers, brochures, pamphlets and business cards may be handed to or left with the judge. No food or drinks allowed.

PRESENTATION TIME

• Students will have up to 20 minutes to present their proposal and answer questions from the judges. • Space provided for this event may be limited to a 6’ x 8’ pipe-and-drape booth in an arena atmosphere (includes judge’s table and chairs). • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the students will be interrupted and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE 10 minutes for the judges to review written report

20 minutes for student presentation (describe proposal and request funding) and questions by the judges 10 minutes for scoring by the judges

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JUDGE INSTRUCTIONS The Entrepreneurship (Starting a Business) event was created by Collegiate DECA in response to the high priority now being given to entrepreneurship training for students in schools by various government agencies at all levels, and by business leaders from the private sector. Eager entrepreneurs have developed a detailed presentation on a proposed new business or franchise, including a description and analysis of the business situation, planned marketing and promotion of the proposed business and planned financing. Playing the role of a potential source of start-up capital for the business, you are to read the written document and then interact with the writer(s) as if you were actually going to approve (or disapprove) the request for financing.

JUDGING THE WRITTEN ENTRY

Please familiarize yourself with all of the guidelines before reading any of the written report. Penalty points (see Written Event Checklist) have already been assessed. Your job is to evaluate the written report based on the Written Evaluation Form. • Place the students’ name(s) and identification number(s), using labels if provided, on the bubble score sheet as instructed (if not already done). If a bubble score sheet has not been provided, this information must be placed on the Written Evaluation Form for this event. • You will have 10 minutes to read the written report before the students enter the judging area/room. This is an appropriate time to evaluate the written report using the Written Evaluation Form. Refer to the Evaluation Criteria section for guidelines. • On the bubble sheet provided, please bubble in the appropriate score and write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. • Please make sure to score all categories, add them for the total score, then initial the total score. The maximum score for the Written Entry is 50 points. • Students with franchise businesses must provide franchising documentation where appropriate. The Written Evaluation Form follows the outline shown in the section entitled Format for the Written report and Evaluation of the Written report, which explains in greater detail what should be discussed in each section. As you read, ask yourself, “Will this work? Is it realistic? Do the students seem knowledgeable? Are the students communicating clearly?” Ultimately, you must decide, “Would I lend money to or invest in this person(s) and this proposal?”

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JUDGE INSTRUCTIONS

EVALUATION CRITERIA

JUDGING THE PRESENTATION

• Please familiarize yourself with all of the guidelines before interacting with students. Your job is to evaluate the students presentation based on the Presentation Evaluation Form. • To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Please place the students’ name(s) and identification number(s), using labels if provided, on the bubble score sheet as instructed (if not already done). If a bubble score sheet has not been provided, this information must be placed on the Presentation Evaluation Form for this event.

A score under the heading of Exceeds Expectations in any category means that, in your opinion, the information is presented in an effective, creative way; in effect, nothing more could be expected of the students. A score under the heading of Meets Expectations in any category means that, in your opinion, the information is presented well. There may be a few minor problems or omissions, but they are not significant. A proposal which earns this level in every category for the presentation would probably get all or a major portion of the requested financing.

• Students will be scheduled for presentations at 40-minute intervals. • You will have 10 minutes to read the written report before the students enter the judging area/room. • The 20 minutes following the introduction will allow the students to outline the proposal and answer questions. Remember, you are role-playing a decision maker for a financial institution or a potential investor. You may refer to the Student’s Written report or to your notes during the interaction with the students. • To ensure fairness, you must ask the students the same questions—one question from each of the major categories shown on the evaluation sheet would be appropriate. After asking the standard questions, you may ask other questions for clarification specific to the current students. • Following the 20 minute interaction period, please thank the students and state that a decision on the financing will be made soon and that the students will be notified of the decision. Please give no indication of their performance/score.

A score under the heading of Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation. This may be a major omission, a serious misstatement or any other major flaw.

• During the last 10 minutes, after the students are excused from the judging area, you may score the students. Refer to the Evaluation Criteria section for guidelines. On the bubble sheet provided, please bubble in the appropriate score and write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to record a score for all categories, add them for the total score, then initial the total score. The maximum score for the interview is 50 points. Note: If a bubble score sheet is not provided, indicate your scores on the Entrepreneurship Presentation Evaluation Form. You may be asked to complete the Recap section and total your combined score for both the written entry and the interview. The section manager will double-check all addition. The Presentation Evaluation Form follows the outline shown in the section entitled Guidelines for the Presentation which explains in greater detail what should be discussed in each part. During the presentation, ask yourself, “Will this work? Is it realistic? Do the students sound knowledgeable? Are the students communicating clearly?” Ultimately, you must decide, “Would I lend money to or invest in this person(s) and this proposal?”

PRESENTATION SCHEDULE 10 minutes for judges to read the written report

20 minutes for presentation by the students and questions by the judges 10 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score is 100 points (50 points for written entry; 50 points for presentation). A total score of 70 or better will earn the students a Certificate of Excellence. We hope you are impressed by the quality of the work of these potential entrepreneurs. If you have any suggestions for improving this event, please mention them to your event manager.

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WRITTEN ENTRY CHECKLIST Please refer to the Format Guidelines for the Written Report for a more detailed explanation of these items.

CHECKED

PENALTY POINTS ASSESSED

PAGE NUMBER

NOTATION

The Written Statement of Assurances must be signed and submitted with the entry.

_____

15

_____

_____

2.

Entries submitted in an official Collegiate DECA (or DECA) written event folio. Two copies submitted.

_____

5

_____

_____

3.

Title page information has been provided as requested.

_____

5

_____

_____

4.

Limited to the number of pages specified in the guidelines. One page will be counted for each 8.5 x 11 inch panel or fraction thereof (foldouts, brochures, etc.).

_____

5 Per Page

_____

_____

5.

All pages are numbered in sequence (except for the title page, which is not numbered).

_____

5

_____

_____

6.

Major content must be at least double-spaced (not space-and-a-half). Title page, executive summary, bibliographical references, appendix content, footnotes, long quotes, material in tables, figures, exhibits, lists, headings, sample letters, forms, charts, graphs, etc. may be singlespaced.

_____

5

_____

_____

7.

Entry must be typed/word processed. Handwritten corrections will be penalized. Charts, graphs, exhibits may be handwritten.

_____

5

_____

_____

8.

The body of the written entry follows the sequence outlined in the guidelines. Additional subsections are permitted.

_____

5

_____

_____

9.

Franchise documentation is provided (if the business is a franchise).

_____

10

_____

_____

_____

10

_____

_____

1.

10. Franchise only Appendix does not include material other than franchise documentation.

TOTAL PENALTY POINTS ASSESSED A check indicates that the item has been examined. A circled number indicates that an infraction has been noted. A page number indicates the location of the infraction. Include a notation to provide clarification for penalty points.

INSTRUCTIONS FOR REVIEWER

Except for item #4, the penalty points assessed must be the exact number of points indicated in the Penalty Points Assessed column for the item in question. There are no partial assessment of penalty points. For example, for item #3: if the information has not been provided as requested, just circle the “5” points. You do not assess fewer than 5 points because most of the information is present.

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WRITTEN STATEMENT OF ASSURANCES Research and report writing are important elements of modern business activities. Great care must be taken to assure that the highest ethical standards are maintained by those engaging in research and report writing. To reinforce the importance of these standards, all written entries in Collegiate DECA’s Competitive Events Program must submit this statement as part of the entry. The statement must be signed by all members of the competitive team, where applicable, and should be placed at the front of the written entry binder that is submitted for penalty points. Students will NOT be permitted to present to judge unless this has been submitted. I understand the following requirements as set forth by DECA Inc. for all Competitive Event entries containing a written component. These requirements are additional to any general competitive event rules and regulations published by DECA Inc. By signing this statement, I certify that all are true and accurate as they relate to this entry. 1.

The contents of this entry are the results of the work of the team members listed below.

2.

No part of this entry has been previously entered in international competition.

3.

This entry has not been submitted this year for international competition in any other Collegiate DECA competitive event, nor by any other student/team in this event.

4.

Credit for all secondary research has been given to the original author and is stated as such in the written project.

5.

All activities or original research procedures described in this entry are accurate depictions of the efforts of the team members listed below.

6.

I understand that Collegiate DECA has the right to publish this entry. Should Collegiate DECA elect to publish this entry, I will receive an honorarium from Collegiate DECA. Individuals/Teams with extenuating circumstances may appeal the right to publish the entry to the executive committee of the board of directors prior to submission of the project for competition.

7.

I understand that the ideas and information presented in the written project and judge interaction will become public information. Therefore, DECA Inc., its staff, volunteers and organizational partners cannot reasonably be expected to ensure the security of my/our ideas and information.

8.

DECA will retain one official copy of all written entries. The second copy may be picked up by the students or the advisor at a designated date, time, and location. This information will be announced during the event briefing session. Unclaimed written entries/folios will not be returned to the students after the conference. This statement of assurances must be signed by all members of the team and submitted during the Entrepreneurship (Starting a Business) event briefing, or entry will be given 15 penalty points.

_________________________________ __________________________________ __________________________________

Name of Chapter

Chapter Advisor

Chapter Advisor Email

_________________________________ __________________________________ __________________________________

Student’s Name

Student’s Name

Student’s Name

_________________________________ __________________________________ __________________________________

Student’s Signature

Student’s Signature

Student’s Signature

Place at the front of the written entry. Do not count as a page.

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ENTREPRENEURSHIP Starting a Business WRITTEN ENTRY EVALUATION FORM

Please refer to the Written Entry Guidelines for a more detailed explanation of these items. LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2-3

4

5

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2-3

4

5

CUSTOMER SEGMENTS

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

3. Who are the target customers?

0-1

2

3

4

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2

3

4

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2

3

4

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2-3

4

5

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2-3

4

5

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2-3

4

5

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2

3

4

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2

3

4

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2-3

4

5

EXECUTIVE SUMMARY 1. One-to two-page summary of the business model

PROBLEM 2. List the top three problems your product/service is addressing.

UNIQUE VALUE PROPOSITION 4. What is the single, clear, compelling message that states why your product/ service is different and worth buying?

CHANNELS 5. What are the pathways to customers?

REVENUE STREAMS 6. What are the life time values? What is the revenue? What is the gross margin?

COST STRUCTURE 7. What are the customer acquisition costs? What are the distribution costs? What are the human resources costs? Additional costs?

DETAILED FINANCIALS 8. Projected income statements by month for the first year’s operation (sales, expenses, profit/loss); Projected cash flow for the first year; Projected cash flow by month for the first year’s operation; Projected balance sheet, end of first year; Projected three-year plan Description of the planned growth of the proposed business, including financial resources and needs Proposed plan to meet capital needs

KEY METRICS 9. What are the key activities that must be measured?

COMPETITIVE ADVANTAGE 10. What about your product/service means that it cannot be easily copied or bought?

CONCLUSION 11. Specific request for financing, summary of key points supporting the financial request

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JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE


ENTREPRENEURSHIP Starting a Business PRESENTATION EVALUATION FORM LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2-3

4-5-6

7-8

2. Assess opportunities for venture creation

0-1

2-3

4-5

6

3. Determine feasibility of venture ideas

0-1

2-3

4-5

6

4. Assess start-up requirements

0-1

2-3

4-5

6

5. Evaluate risk-taking opportunities

0-1

2-3

4-5

6

6. Explain the complexity of business operations

0-1

2-3

4-5

6

0-1

2-3

4-5

6

0-1

2-3

4-5

6

1. Opening presentation and request: description of the project; organization, clarity and effectiveness of the presentation

7. Determine relationships among total revenue, marginal revenue, output, and profit 8. Describe marketing functions and related activities

JUDGED SCORE

PRESENTATION TOTAL POINTS (50) WRITTEN ENTRY (50) PRESENTATION (50) SUBTOTAL (100) LESS PENALTY POINTS TOTAL SCORE

A score of 70 or better will earn the student a Certificate of Excellence. JUDGE SECTION: A B C D E F G H I J (circle one) TIE BREAKER For tie-breaking purposes, the following evaluation form ranking process will be used. Beginning with the Presentation Evaluation Form, the students with the highest score for item #1 wins the tie-break. If this does not break the tie, the process will continue for the remaining presentation items in the following order: 2, 3, 4, 5, 6, 7, 8. If this does not break the tie, the process will continue using the Written Evaluation Form, beginning with item #2. If this does not break the tie, the process will continue for the remaining written entry items in the following order: 6, 7, 8, 11, 1, 4, 3, 5, 10, 9.

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21st CENTURY SKILLS

ENTREPRENEURSHIP Growing your Business The Entrepreneurship (Growing Your Business) event involves the idea generation and strategy development needed to grow an existing business. Only Collegiate DECA members who currently own and operate their own business may participate in this event. The Entrepreneurship (Growing Your Business) event involves 1 to 3 students analyzing their current business operations and identifying opportunities to grow and expand the business. Options may include franchising, expanding into new markets, opening a second location, licensing agreements, merging with or acquiring another business, diversifying product lines, forming strategic alliances with other businesses, expanding to the Internet, etc.

Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration • Creativity and Innovation • Critical Thinking and Problem Solving • Flexibility and Adaptability • Information Literacy • Initiative and Self-direction • Leadership and Responsibility • Media Literacy

EVENT OVERVIEW

The Entrepreneurship (Growing Your Business) event consists of 2 major parts, both evaluated by the judge, for a maximum 100 points: • Each “team” will be composed of one to three student participants. All participants must be documented owners/operators of the business. • The written report is limited to 15 pages, and will account for a maximum 50 points. Proof of ownership documentation is NOT counted towards the maximum 15 pages. • The presentation by the students, limited to twenty minutes including set-up, presentation time, and answering questions from the judge, will also account for a maximum 50 points. For the presentation, the judge will assume the role of a potential investor and will evaluate both the written report and the presentation. The content to be evaluated is found in the standard Evaluation Forms located in these Guidelines. Preliminary round competition will consist of an evaluation of the written report (minus deductions from the Written Entry Checklist) accounting for 50 points, and one presentation, also accounting for 50 points. Students will be ranked according to their combined score, and a predetermined number of students/teams will be named finalists. Finalists will again be evaluated based on their written report (minus deductions) and presentation to determine final rankings. The following guidelines will be applied to the presentations at the International Career Development Conference. Read everything carefully in the Format Guidelines for the Written Report, Guidelines for the Presentation, Written Entry Checklist, Written Statement of Assurances, and Evaluation Forms.

LEARNING OUTCOMES

The students will demonstrate skills needed to address the components of the project as described in the content outline and evaluation forms as well as learn/understand the importance of • Communication skills—the ability to exchange information and ideas with others through writing, speaking, reading or listening • Analytical skills—the ability to derive facts from data, findings from facts, conclusions from findings and recommendations from conclusions • Critical thinking/problem-solving skills • Production skills—the ability to take a concept from an idea and make it real • Teamwork—the ability to be an effective member of a productive group • Priorities/time management—the ability to determine priorities and manage time commitments and deadlines • Identification of competitive conditions within market areas • The basic steps involved in growing and expanding a small business • The ability to self-evaluate personal skills, knowledge, abilities and willingness to take risks

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• Productivity and Accountability • Social and Cross-cultural Skills

PROOF OF OWNERSHIP

All participants must be documented owners/operators of the business. A parents’ business does not qualify. Examples of sufficient documentation of ownership include items that clearly list the name(s) of the owner(s)/ operator(s) such as: • Notarized affidavit of ownership, business licenses • Certificates of insurance • Tax filings • Local business permits Example of insufficient documentation of ownership include items that are less official such as: • Web pages • Business cards • Promotional materials


STUDENT INSTRUCTIONS FORMAT GUIDELINES FOR THE WRITTEN REPORT

The students must prepare a written report. Read carefully and follow instructions for: Title Page, Format for the Written Report and Evaluation of the Written Report, Checklist Standards, and Written Entry Checklist. Refer also to the Written Entry Evaluation Form. Title Page. The first page of the written entry is the title page, which lists the following: ENTREPRENEURSHIP (GROWING YOUR BUSINESS) Name of Business Name of Chapter/School Name of Chapter Advisor Chapter Advisor’s Address City, Association, ZIP or Postal Code Country Students Name(s) and Address(es) City, Association, ZIP or Postal Code Country Date A page number will not appear on the title page; however, the title page does count as one of the maximum 15 pages allowed. The page following the title page will be numbered “2.” The Written Statement of Assurances must be signed and submitted with the entry. Do not include it in the page numbering. Format for the Written Report I. EXECUTIVE SUMMARY A one-to two-page description of the business growth plan II. INTRODUCTION A. Type of business owned and operated and a description of the current business operations B. Products and/or services offered C. Unique characteristics of the business III. SWOT ANALYSIS A. Strengths of the business B. Weaknesses of the business C. Opportunities available for the business D. Threats to the business IV. FIVE YEAR PLAN TO GROW AND EXPAND THE BUSINESS A. Expansion opportunities B. Marketing plan C. Demographics of market area V. FINANCING PLAN A. Current financial situation, including financial documents B. Capital needed for expansion opportunities C. Fixed overhead and cost of operations D. Time to achieve profitability VI. CONCLUSIONS Summary of key points VII. BIBLIOGRAPHY VIII. APPENDIX An appendix is optional. Include in an appendix any exhibits appropriate to the written entry, but not important enough to include in the body. These might include sample questionnaires used, letters sent and received, general background data, minutes of meetings, etc. Provided that the appendix includes such “exhibits” and is NOT used for “content” that should be included under previous sections, the appendix does NOT count as one of the maximum 15 pages. Any such misuse of the appendix may result in penalties under the Written Entry Checklist Guidelines PROOF OF OWNERSHIP DOCUMENT (REQUIRED) Documentation to verify student ownership/operation. Pages under this section/topic do NOT count towards the maximum 15 pages, and do not need to be numbered. All participants must be documented owners/operators of the business.

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STUDENT INSTRUCTIONS CHECKLIST STANDARDS

In addition to the items outlined above, students must observe the following rules. The purpose of these rules is to make the competition as fair as possible among all students. Points will be deducted for each violation. Refer to the Written Entry Checklist. 1. Two “official” written reports must be submitted. Both of these must be submitted in official Collegiate DECA (or DECA) folios. Folios are available from DECA Images (catalog # FOLIO). No markings, tape or other materials should be attached to the folios. 2. Both “official” written reports must be brought to the student briefing session to be turned in for evaluation according to the Written Entry Checklist. These will be kept by the event director and will be given to the judge prior to your presentation. The students may retain other copies (or photocopies) for their personal reference during the presentation. These do not have to be in official folios, will not be evaluated, and may not be shown to judge. 3. The written report must be limited to 15 pages, including the title page, which is not numbered. The pages must be numbered in sequence; however, a page number will not appear on the title page. The title page does count as one of the maximum 15 pages allowed. The page following the title page will be numbered “2”. One page will be counted for each 8.5 x 11-inch panel or fraction thereof (foldouts, brochures, etc.). Extra pages added as dividers or additional title pages (even if blank) are included in the maximum 15 pages. 4. Body copy of the written report must be at least double-spaced (not space-and-a-half). Title page, executive summary, bibliographical references, appendix content, footnotes, long quotes, material in tables, figures, exhibits, lists, headings, sample letters, forms, charts, graphs, etc. may be single-spaced. Material may appear on one side of the page only. 5. Entry must be typed/word processed. Handwritten corrections will be penalized. Charts, graphs, exhibits may be handwritten. 6. Colored paper, ink, pictures, etc. are allowed. Divider tabs, page borders, artwork, attachments, foldouts, paste-ups, photographs, etc. may also be used, but are still subject to number of pages and page size restrictions.

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STUDENT INSTRUCTIONS GUIDELINES FOR THE PRESENTATION

1 to 3 STUDENTS

• This event does allow the use of materials (i.e., sample brochures).

• All materials must be prepared by the students, with the exception of sample materials related to the business. • The students may bring copies of the written report to the presentation for their personal reference. These do NOT have to be in official folios, will NOT be evaluated, and may NOT be shown to judges. • Self-contained, state-of-the-art technology (personal or laptop computers/hand-held digital organizers) may be used. However, students must use battery power even if electrical outlets are available in the room.

PAGES ALLOWED

• Visual aids (poster paper, flip charts) may be used. • All materials, equipment, supplies, etc. must be provided by the students. DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. • Only materials that can be easily carried to and from the competition areas will be permitted (includes computer equipment, visual aids, etc.). Only the students may handle and set up their materials. No outside assistance will be allowed.

PRESENTATION TIME

• Materials appropriate to the situation may be handed to or left with the judge. Items of monetary value may be handed to but may not be left with judges. Items such as flyers, brochures, pamphlets and business cards may be handed to or left with the judge. No food or drinks allowed. • Students will have up to 20 minutes to present their growth plan and to answer questions from the judges. • Space provided for this event may be limited to a 6’ x 8’ pipe-and-drape booth in an arena atmosphere (includes judge’s table and chairs). • When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the students will be interrupted and asked to follow the noise policy. • Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

10 minutes for the judges to review the written entry 20 minutes for student presentation and questions by the judges 10 minutes for scoring by the judges

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JUDGE INSTRUCTIONS The Entrepreneurship (Growing Your Business) event was created by Collegiate DECA in response to the desire for college students currently operating a business to grow and expand the business. Current entrepreneurs have worked to develop a plan to grow and expand their current business operations. Growth options may include franchising, expanding into new markets, opening a second location, licensing agreements, merging with or acquiring another business, diversifying product lines, forming strategic alliances with other businesses, expanding to the Internet, etc.

JUDGING THE WRITTEN ENTRY

Please familiarize yourself with all of the guidelines before reading any of the written report. Penalty points (see Written Event Checklist) have already been assessed. Your job is to evaluate the written report based on the Written Entry Evaluation Form. • Place the students’ name(s) and identification number(s), using labels if provided, on the bubble score sheet as instructed (if not already done). If a bubble score sheet has not been provided, this information must be placed on the Written Entry Evaluation Form for this event. • You will have 10 minutes to read the report before the students enter the judging area/room. This is an appropriate time to evaluate the report using the Written Entry Evaluation Form. Refer to the Evaluation Criteria section for guidelines. • On the bubble sheet provided, please bubble in the appropriate score and write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. • Please make sure to score all categories, add them for the total score, and then initial the total score. The maximum score for the Written Entry is 50 points. • The written project may include an optional appendix. An appendix may include sample questionnaires used, letters sent and received, general background data, minutes of meetings, etc.

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JUDGE INSTRUCTIONS

EVALUATION CRITERIA

JUDGING THE PRESENTATION

• Please familiarize yourself with all of the guidelines before interacting with students. Your job is to evaluate the presentation based on the Presentation Evaluation Form. • To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). • Please place the students’ name(s) and identification number(s), using labels if provided, on the bubble score sheet as instructed (if not already done). If a bubble score sheet has not been provided, this information must be placed on the Presentation Evaluation Form for this event. • Students will be scheduled for presentations at 40-minute intervals. • You will have 10 minutes to read the written report before the students enter the judging area/room. • The 20 minutes following the introduction will allow the students to outline the growth plan and answer questions. Remember, you are role-playing a potential investor. You may refer to the Written Report or to your notes during the interaction with the students. • To ensure fairness, you must ask the students the same questions—one question from each of the major categories shown on the evaluation sheet would be appropriate. After asking the standard questions, you may ask other questions for clarification specific to the current students. • Following the 20 minute interaction period, please thank the students for the presentation. Please give no indication of their performance/score. • During the last 10 minutes, after the students are excused from the judging area, you may score the students. Refer to the Evaluation Criteria section for guidelines. On the bubble sheet provided, please bubble in the appropriate score and write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score possible for each item. Please make sure to record a score for all categories, add them for the total score, and then initial the total score. The maximum score for the presentation is 50 points. Note: If a bubble score sheet is not provided, indicate your scores on the Entrepreneurship (Growing Your Business) Presentation Evaluation Form. You may be asked to complete the Recap section and total your combined score for both the written entry and the presentation. The section manager will double-check all addition.

A score under the heading Exceeds Expectations in any category means that, in your opinion, the presentation was done in an effective, creative way; in effect, nothing more could be expected of the student, and the business should be seriously considered for investment. A score under the heading Meets Expectations in any category means that, in your opinion, the presentation was done well. There may be a few minor problems or omissions, but they are not significant. A presentation which earns this level in every category for the presentation would probably receive strong consideration for investment. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation. This may be a major omission, a serious misstatement or any other major flaw.

The Presentation Evaluation Form follows the outline shown in the section entitled Guidelines for the Presentation, which explains in greater detail what should be discussed in each part. During the presentation, ask yourself, “Will this work? Is it realistic? Do the students sound knowledgeable? Are the students communicating clearly?” Ultimately, you must decide, “Would I invest in this business?”

PRESENTATION SCHEDULE . 10 minutes for judges to read the written entry

20 minutes for presentation by the students and questions by the judges 10 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score is 100 points (50 points for written entry; 50 points for presentation). A score of 70 or better will earn the student a Certificate of Excellence. We hope you are impressed by the quality of work of these students. If you have any suggestions for improving this event, please mention them to your event manager.

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WRITTEN ENTRY CHECKLIST Please refer to Format Guidelines for the Written Report for a more detailed explanation of these items.

CHECKED

PENALTY POINTS ASSESSED

PAGE NUMBER

NOTATION

1.

The Written Statement of Assurances must be signed and submitted with the entry.

_____

15

_____

_____

2.

Entries submitted in an official Collegiate DECA (or DECA) written event folio. Two copies submitted.

_____

5

_____

_____

3.

Title page information has been provided as requested.

_____

5

_____

_____

4.

Limited to the number of pages specified in the guidelines. One page will be counted for each 8.5 x 11 inch panel or fraction thereof (foldouts, brochures, etc.).

_____

5 Per Page

_____

_____

5.

All pages are numbered in sequence (except for the title page, which is not numbered).

_____

5

_____

_____

6.

Major content must be at least double-spaced (not space-and-a-half). Title page, executive summary, bibliographical references, appendix content, footnotes, long quotes, material in tables, figures, exhibits, lists, headings, sample letters, forms, charts, graphs, etc. may be singlespaced

_____

5

_____

_____

7.

Entry must be typed/word processed. Handwritten corrections will be penalized. Charts, graphs, exhibits may be handwritten.

_____

5

_____

_____

8.

The body of the written entry follows the sequence outlined in the guidelines. Additional subsections are permitted.

_____

5

_____

_____

9.

Franchise documentation is provided (if the business is a franchise).

_____

10

_____

_____

_____

10

_____

_____

10. Apprendix does not include content that should be included in the main body of the report.

WRITTEN ENTRY TOTAL POINTS (50) A check indicates that the item has been examined. A circled number indicates that an infraction has been noted. A page number indicates the location of the infraction. Include a notation to provide clarification for penalty points.

INSTRUCTIONS FOR REVIEWER

Except for item #4, the penalty points assessed must be the exact number of points indicated in the Penalty Points Assessed column for the item in question. There are no partial assessment of penalty points. For example, for item #3: if the information has not been provided as requested, just circle the “5” points. You do not assess fewer than 5 points because most of the information is present.

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WRITTEN STATEMENT OF ASSURANCES Research and report writing are important elements of modern business activities. Great care must be taken to assure that the highest ethical standards are maintained by those engaging in research and report writing. To reinforce the importance of these standards, all written entries in Collegiate DECA’s Competitive Events Program must submit this statement as part of the entry. The statement must be signed by all members of the competitive team, where applicable, and should be placed at the front of the written entry binder that is submitted for penalty points. Students will NOT be permitted to present to judge unless this has been submitted. I understand the following requirements as set forth by DECA Inc. for all Competitive Event entries containing a written component. These requirements are additional to any general competitive event rules and regulations published by DECA Inc. By signing this statement, I certify that all are true and accurate as they relate to this entry. 1.

The contents of this entry are the results of the work of the team members listed below.

2.

No part of this entry has been previously entered in international competition.

3.

This entry has not been submitted this year for international competition in any other Collegiate DECA competitive event, nor by any other student/ team in this event.

4.

Credit for all secondary research has been given to the original author and is stated as such in the written project.

5.

All activities or original research procedures described in this entry are accurate depictions of the efforts of the team members listed below.

6.

I understand that Collegiate DECA has the right to publish this entry. Should Collegiate DECA elect to publish this entry, I will receive an honorarium from Collegiate DECA. Individuals/Teams with extenuating circumstances may appeal the right to publish the entry to the executive committee of the board of directors prior to submission of the project for competition.

7.

I understand that the ideas and information presented in the written project and judge interaction will become public information. Therefore, DECA Inc., its staff, volunteers and organizational partners cannot reasonably be expected to ensure the security of my/our ideas and information.

8.

DECA will retain one official copy of all written entries. The second copy may be picked up by the students or the advisor at a designated date, time, and location. This information will be announced during the event briefing session. Unclaimed written entries/folios will not be returned to the students after the conference. This statement of assurances must be signed by all members of the team and submitted during the Entrepreneurship (Growing Your Business) event briefing, or entry will be given 15 penalty points.

_________________________________ __________________________________ __________________________________

Name of Chapter

Chapter Advisor

Chapter Advisor Email

_________________________________ __________________________________ __________________________________

Student’s Name

Student’s Name

Student’s Name

_________________________________ __________________________________ __________________________________

Student’s Signature

Student’s Signature

Student’s Signature

Place at the front of the written entry. Do not count as a page.

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ENTREPRENEURSHIP Growing your Business WRITTEN ENTRY EVALUATION FORM

Please refer to the Written Entry Guidelines for a more detailed explanation of these items. LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1

2

3

4

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

2. Type of business owned and description of current business operations

0-1

2

3

4

3. Unique characteristics of the business

0-1

2

3

4

SWOT ANALYSIS

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

4. Strengths of the business

0

1

2

3

5. Weaknesses of the business

0

1

2

3

6. Opportunities available for the business

0

1

2

3

7. Threats to the business

0

1

2

3

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

8. Expansion opportunities

0-1

2

3

4

9. Marketing plan/demographics of market area

0-1

2

3

4

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

10. Current financial situation

0

1

2

3

11. Capital needed for expansion opportunities

0

1

2

3

12. Fixed overhead and cost of operations

0

1

2

3

13. Time to achieve profitability

0

1

2

3

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0

1

2

3

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0

1

2

3

EXECUTIVE SUMMARY 1. One-to two-page description of the project

INTRODUCTION

FIVE YEAR PLAN TO GROW AND EXPAND THE BUSINESS

FINANCING PLAN

CONCLUSIONS 14. Summary of key points

APPEARANCE AND WORD USAGE 15. Professional layout, neatness, proper grammar, spelling and word usage

WRITTEN ENTRY TOTAL POINTS (50)

JUDGE SECTION: A B C D E F G H I J (circle one)

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JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE

JUDGED SCORE


ENTREPRENEURSHIP Growing your Business PRESENTATION EVALUATION FORM LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

1. Plan to grow the business

0-1-2

3-4-5

6-7-8

9-10

2. SWOT analysis

0-1-2

3-4-5

6-7-8

9-10

3. Opening remarks

0-1-2

3-4-5

6-7-8

9-10

4. Financing plan

0-1-2

3-4-5

6-7-8

9-10

5. Overall performance, presentation technique, effective use of visual aids and participation of all members

0-1-2

3-4-5

6-7-8

9-10

JUDGED SCORE

PRESENTATION TOTAL POINTS (50) WRITTEN ENTRY (50) PRESENTATION (50) SUBTOTAL (100) LESS PENALTY POINTS TOTAL SCORE

A score of 70 or better will earn the student a Certificate of Excellence. JUDGE SECTION: A B C D E F G H I J (circle one) TIE BREAKER For tie-breaking purposes, the following evaluation form ranking process will be used. Beginning with the Presentation Evaluation Form, the students with the highest score for item #3 wins the tie-break. If this does not break the tie, the process will continue for the remaining presentation items in the following order: 2, 1, 4, 5. If this does not break the tie, the process will continue using the Written Entry Evaluation Form, beginning with item #8. If this does not break the tie, the process will continue for the remaining written entry items in the following order: 3, 9, 2, 1, 10, 6, 13, 7, 11, 5, 12, 4, 14, 15.

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21st CENTURY SKILLS

PROFESSIONAL SALES The Professional Sales event involves a student’s demonstration of his/her ability to organize and deliver a sales presentation for a product and/or service of the student’s choice, including interaction with one or more potential buyers (judges). The ability of the student to interact with buyers and initiate a purchase is the major focus of this event.

MARKETING + COMMUNICATIONS EVENT OVERVIEW

The Professional Sales Event involves the student selecting a product and/or service to sell. The student will have a choice of making a presentation of: a. Any item or items to be sold to a company to be used for resale. b. Any item that is to be an industrial or trade product or service to be used in a company, firm or store in the operation of its business. c. Any item to be sold to the ultimate consumer. The student will assume the role of a sales representative for the organization. The role of the judge will be that of a potential buyer of the product and/or service. The content to be evaluated is found in the standard Evaluation Form located in these Guidelines, with a possible 100 points. Preliminary round competition will consist of an evaluation of the presentation to the judge. Students will be ranked by section and a predetermined number of students will be named finalists. Finalists will make a second sales presentation. The following guidelines will be applied to the presentations at the International Career Development Conference.

LEARNING OUTCOMES

In addition to developing and demonstrating specific knowledge relating to the selected product(s) and/or service(s), through the development and delivery of a sales presentation to the judge the student will develop or reinforce the following areas in relation to selling in the industry selected: • Collecting information, obtaining facts and ideas about the product(s) and/or service(s) • Applying selling principles and techniques to the business environment • Understanding the concept of feature/benefit selling • Demonstrating knowledge/understanding of customer/client needs • Organizing and delivering an effective sales presentation • Closing a sales presentation effectively

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Students will also develop many 21st Century Skills, in the following categories, desired by today’s employers: • Communication and Collaboration • Creativity and Innovation • Critical Thinking and Problem Solving • Flexibility and Adaptability • Information Literacy • Initiative and Self-direction • Leadership and Responsibility • Media Literacy • Productivity and Accountability • Social and Cross-cultural Skills


GUIDELINES FOR THE PRESENTATION 1.

The objective for the student is to act as a sales representative making a sales presentation to a potential buyer.

2.

Prior to the conference, the student will select a product and/or service to sell. The student will have a choice of making a presentation of: • Any item or items to be sold to a company to be used for resale.

1 STUDENT

• Any item that is to be an industrial or trade product or service to be used in a company, firm or store in the operation of its business. PRESENTATION TIME

• Any item to be sold to the ultimate consumer. 3.

Student must furnish his/her own materials, equipment, supplies, etc. • Merchandise or facsimile, or pictures of same. • Materials that are commercially prepared. • Order book/purchase order, pen or pencil, note paper, etc. • Audio and/or visual aids (may be commercially prepared). • A personal or laptop computer/hand-held digital organizer may be used when appropriate.

4.

DECA assumes no responsibility for damage/loss of materials, equipment, supplies, etc. If equipment is used, it is highly recommended that the student use a power strip or surge protector. There may or may not be electrical outlets in the presentation room. Students will be informed of the availability of outlets during their event briefing session at the conference.

5.

Students will have up to 20 minutes to set up in the presentation room/area, make the sales presentation and respond to any questions from the judges. Part of this time may be used by the student to make an introduction to: • Inform the judges, as the potential buyers, of the active role they are to play. • Set the stage for a typical situation.

6.

Other persons may assist in the set up, but only for the time needed for set up. After this time they must leave the room.

7.

The judges will serve as potential buyers, and the student may involve the buyers in the presentation. The judges may also initiate interaction with the student based on their roles.

8.

Materials appropriate to the situation may be handed to or left with the judges. Items of monetary value may be handed to but may not be left with judges. Items such as flyers, brochures, pamphlets and business cards may be handed to or left with the judges. No food or drinks allowed.

9.

Product samples and other such items of value that are presented to the judges must be returned to the student after the student has been judged. This should be handled by an event manager, not directly between the judges and the student.

10. When using a presentation aid, such as a laptop computer, the noise level must be kept at a conversational level that does not interrupt other students. If this guideline is not followed, the student will be interrupted and asked to follow the noise policy. 11. Competitors are also responsible for following the information provided in the General Rules and Regulations for competition found on page 3. Failure to follow guidelines may result in disqualification.

PRESENTATION SCHEDULE

20 minutes for student set up, sales presentation and questions by the judges 5 minutes for scoring by the judges

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JUDGE INSTRUCTIONS The Professional Sales event was created by Collegiate DECA in response to the career opportunities available for college graduates in the area of sales. Students with a career interest in sales will select any item or items to be sold to a company to be used for resale, or any item that is to be an industrial or trade product or service to be used in a company, firm or store in the operation of its business or a product or service to be sold to the ultimate consumer. The student will make decisions regarding the situation and delivery of the sales presentation. The student will assume the role of a sales representative for the product and/or service. The role of the judges will be that of potential buyers for the product and/or service.

JUDGING THE PRESENTATION

Please familiarize yourself with all of the guidelines before interacting with the students. Your job is to evaluate the student’s sales presentation using the Evaluation Form. 1. To ensure fairness, at no time should a student be asked where he/she is from (school, state, country, etc.). 2. Please place the student’s name and identification number (using labels if provided) on the bubble score sheet as instructed (if not already done ). If a bubble score sheet has not been provided, this information must be placed on the evaluation form for this event. 3. Students will be scheduled for presentations at 25-minute intervals. Remember, you are role-playing a potential buyer. 4. The student will have up to 20 minutes to set up visuals in the presentation room/area, make the sales presentation and respond to any questions you may have. Part of this time may be used by the student to make an oral introduction to: • Inform you, as the potential buyers, of the active role you are to play. • Set the stage for a typical situation. 5. While you are serving as potential buyers, the student may involve you in the presentation. You may also initiate interaction with the student based on your role. 6. Following the student’s interaction with you, please thank the student but give no indication of the student’s performance/score. 7. During the last 5 minutes, after the student is excused from the judging area, you may score the student. Refer to the Evaluation Criteria section for guidelines. On the bubble sheet provided, please bubble in the appropriate score and write the score on the corresponding line to verify accuracy. Please make sure not to exceed the maximum score for each item. Please make sure to score all categories, add them for the total score, then initial the total score. When scoring, the main question to ask yourself is “Would I purchase these products and/or services based on the student’s presentation?” The maximum score for the evaluation is 100 points. Note: If a bubble score sheet is not provided, indicate your scores on the Professional Sales Evaluation Form.

PRESENTATION SCHEDULE

20 minutes for student set up, sales presentation and questions by the judges 5 minutes for scoring by the judges

JUDGING SUMMARY

Maximum score is 100 points. A score of 70 or better will earn the student a Certificate of Excellence. We hope you are impressed by the quality of work of these students with a career interest in the area of professional sales. If you have any suggestions for improving this event, please mention them to your event manager.

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EVALUATION CRITERIA

A score under the heading Exceeds Expectations in any category means that, in your opinion, the sales presentation was done in an effective, creative way; in effect, nothing more could be expected of the student, and the presentation was delivered in a way that would initiate your purchase. A score under the heading Meets Expectations in any category means that, in your opinion, the sales presentation was done well. There may be a few minor problems or omissions, but they are not significant. A sales presentation which earns this level in every category for the presentation would probably receive strong consideration for purchase. A score under the heading Below Expectations or Little/No Demonstration in any category means that some major flaw has been noted which damages the effectiveness of the presentation. This may be a major omission, a serious misstatement or any other major flaw.


PROFESSIONAL SALES WRITTEN ENTRY EVALUATION FORM

Please refer to the Written Entry Guidelines for a more detailed explanation of these items.

1. Product presentation—Analyze and determine customer needs

LITTLE/ NO VALUE

BELOW EXPECTATIONS

MEETS EXPECTATIONS

EXCEEDS EXPECTATIONS

0-1-2-3-4

5-6-7-8

9-10-11-12

13-14-15

2. Opening: Personal introduction; opening statement; create interest in product/service

0-1-2

3-4-5

6-7-8

9-10

3. Product presentation—Benefits matched customer needs

0-1-2

3-4-5

6-7-8

9-10

0-1-2

3-4-5

6-7-8

9-10

5. Closing: Summary and conclusion of presentation; reacting/responding to customer reactions; opening for call-back

0-1-2

3-4-5

6-7-8

9-10

6. Handling objections: Welcome and listen to objections; handle and overcome objections with respect

0-1-2

3-4-5

6-7-8

9-10

7. Presentation skills: Clarity; tempo vocabulary and grammar; pitch; volume; enthusiasm, enunciation and pronunciation

0-1-2

3-4-5

6-7-8

9-10

8. Organization of presentation: Neatness and organization of material; order of presentation

0-1-2

3-4-5

6-7-8

9-10

9. Product presentation—Demonstrate interest in the customer.

0-1

2-3

4

5

10. Reaction under pressure: Consider time, answering questions

0-1

2-3

4

5

11. Overall performance: Appropriate appearance, poise, confidence, presentation technique, etc.

0-1

2-3

4

5

4. Product presentation—Demonstrate adequate knowledge of product/service features

JUDGED SCORE

TOTAL POINTS (100) A score of 70 or better will earn the student a Certificate of Excellence. JUDGE SECTION: A B C D E F G H I J (circle one) TIE BREAKER For tie-breaking purposes, the following evaluation form ranking process will be used. First, the student with the highest score for #1 wins the tiebreak. If this does not break the tie, the process will continue for the remaining items in the following order: 2, 3, 4, 5, 6, 7, 8, 9, 10, 11.

COLLEGIATE DECA GUIDE 2017 ›› 113

Collegiate DECA Guide 2017-18  
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