DECA Insight | Nov-Dec 2014

COMPETITIVE EVENTS

CURRICULUM & INSTRUCTION:

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Learn the instructional areas for district competition scenarios.

DECA’s Schoolbased enterprises help connect learning to the real-world.

INTRODUCING A NEW AND IMPROVED DECA.ORG

BY CHRISTOPHER YOUNG | DECA INC. STAFF

DECA is pleased to introduce our all-new website, www.deca.org, redesigned to help you easily access the important information you need.

This new website is a culmination of almost a year’s worth of work by staff and programmers, with feedback from focus groups. It includes some remarkable features:

GET MORE WITH DECA DIRECT ONLINE CELEBRATE DECA MONTH Get activities to involve your new and returning members. http://bit.ly/decamonthtips2014 DECA IDEA CHALLENGE IS COMING This fun and exciting opportunity will help students learn about the entrepreneurial process. http://bit.ly/decaideachallenge14

IMPROVED NAVIGATION AND MENUS – Information is organized by division (high school or college) with special sections for learning about DECA, using DECA in the classroom and partnering with DECA. Dropdown menus are organized by major areas with a quick links section.

DECA MEMBERS DEVELOP PROJECT MANAGEMENT SKILLS THROUGH COMPETITIVE EVENTS These skills are critical for life-long success. http://bit.ly/decapmskills

RESPONSIVE DESIGN – The website is easy to view on any device, because responsive technology scales the webpage for the varying display sizes of your monitor, tablet or phone.

DECA’S WRITTEN AND PREPARED EVENTS SUPPORT PROJECT-BASED LEARNING Learn how to support course curriculum, while motivating and engaging students. http://bit.ly/decapbl

MODERN DESIGN – Large and dynamic imagery supported by compelling yet concise copy tells our story. Links are represented by photos and buttons to help drive action.

INTEGRATED MEDIA – Social media, videos and DECA Direct Online are an integrated part of the site, helping visitors seamlessly experience these information feeds.

Experience it for yourself; some advice – if in doubt, scroll down or click on photos.

DECA Direct Online (www.decadirect.org) continues to be our hub for news, updates and best practices. Look this fall for a redesigned DECA Images online shopping site to enhance the customer experience and align with the new website.

5 QUESTIONS TO HELP YOUR SBE PREPARE FOR COMPETITION Consider these questions before building the foundation of your SBE presentation. http://bit.ly/decasbeprep 4 GREAT WAYS TO IMPROVE YOUR KNOWLEDGE OF YOUR ROLE-PLAY Further your knowledge of the industry that your role-play is based on with these tips. http://bit.ly/decaroleplay

■ WWW.DECADIRECT.ORG

COMPETITIVE EVENTS

2014-2015 DECA DISTRICT SCENARIOS INSTRUCTIONAL AREAS ANNOUNCED

COMPETITIVE EVENT

SCENARIO

INSTRUCTIONAL AREA

Apparel and Accessories Marketing Series

Scenario 1

Marketing

Apparel and Accessories Marketing Series

Scenario 2

Selling

Accounting Applications Series

Scenario 1

Financial Analysis

Accounting Applications Series

Scenario 2

Financial Analysis

Automotive Services Series

Scenario 1

Selling

Automotive Services Series

Scenario 2

Promotion

Business Finance Series

Scenario 1

Financial Analysis

BY SHANE THOMAS | DECA INC. STAFF

Business Finance Series

Scenario 2

Financial Analysis

At its March 2014 meeting, DECA’s Board of Directors passed a motion to announce the primary instructional area(s) assessed in each of the district level scenarios.

Business Law and Ethics Team Decision Making Business Services Marketing Series

Scenario 1

Marketing-Information Management

Business Services Marketing Series

Scenario 2

Marketing

Food Marketing Series

Scenario 1

Beginning with the 2014-2015 school year, DECA announced the district level scenario instructional areas on October 1.

Food Marketing Series

Scenario 2

Ethics

Buying and Merchandising Team Decision Making

Product/Service Management Product/Service Management Market Planning

Financial Services Team Decision Making

Financial Analysis

Hotel and Lodging Management Series

Scenario 1

Customer Relations

Hotel and Lodging Management Series

Scenario 2

Pricing & Information Tech Applications

The intent is to help advisors and members prepare for district competitions more effectively. District competitions often begin early in the school year before advisors have had opportunities to cover all of the instructional areas in the curriculum.

By announcing the instructional areas in advance, members can focus on the instructional areas they’ll be assessed on at their first level of competition each school year.

Human Resources Management Series

Scenario 1

Emotional Intelligence

Human Resources Management Series

Scenario 2

Human Resources Management

Marketing Management Series

Scenario 1

Economics

Marketing Management Series

Scenario 2

Product/Service Management

Instructional areas will not be announced prior to state/provincial and International Career Development Conference competition.

Quick Serve Restaurant Management Series

Scenario 1

Communication Skills

Quick Serve Restaurant Management Series

Scenario 2

Product/Service Management

Restaurant and Food Service Management Series

Scenario 1

Selling

Restaurant and Food Service Management Series

Scenario 2

Economics

To the right are the 2014-2015 district scenarios instructional areas.

Retail Merchandising Series

Scenario 1

Customer Relations

Retail Merchandising Series

Scenario 2

Marketing

Sports and Entertainment Marketing Series

Scenario 1

Marketing

Sports and Entertainment Marketing Series

Scenario 2

Market Planning

Hospitality Services Team Decision Making

Marketing Communications Team Decision Making

Copyright ©2014 by DECA Inc.

DECA Insight 1908 Association Drive Reston, VA 20191-1594 (703) 860-5000 www.deca.org communications@deca.org

Economics

Principles of Marketing

Emotional Intelligence

Sports and Entertainment Marketing Team Decision Making

Economics

Travel and Tourism Team Decision Making

Promotion

EDITORIAL COMMITTEE

CORRESPONDENCE

Financial Analysis

Principles of Hospitality and Tourism

Christopher Young

Published four times each year

by DECA Inc. Sept./Oct. Nov./Dec. Jan./Feb. April/May

Communication Skills

Principles of Finance

EDITOR

Janelle Scudder Shane Thomas Michelle Walker

Communication Strategies

Principles of Business Management and Administration

Paul A. Wardinski

Nov./Dec. 2014 No. 18

Promotion

Personal Financial Literacy

PUBLISHER

THIS EDITION

Promotion

DECA ANNOUNCES NEW HOTEL CHALLENGE DECA is pleased to announce a new Virtual Business Challenge in partnership with the J. Willard and Alice S. Marriott Foundation. In the DECA Hotel Challenge, DECA members will manage various aspects of their hotel such as determining room rates, making bids on group sales and setting front desk and housekeeping staffing schedules. They will need to monitor their competitors, analyze various reports and financial information as well as keep a close watch on ratings and social media feedback. Participants' scores will be based on a balanced scorecard that includes profitability, customer satisfaction, and employee satisfaction.

Round 1 ends November 14. Round 2 runs January 12-February 6, 2015.

■ VBC.KNOWLEDGEMATTERS.COM/VBC

SCHOOL-BASED ENTERPRISES

STRENGTHENING THE CONNECTION BETWEEN CLASSROOM INSTRUCTION AND WORK EXPERIENCE

BY LORI TRAN | DECA INC. STAFF

DECA’s School-based Enterprise (SBE) Program has a number of educational activities designed to connect classroom curriculum with hands-on learning experiences by working in the SBE learning lab. SBE programs are designed to: • Establish greater understanding of selected career cluster knowledge statements and performance indicators.

• Allow students to earn recognition for their achievements.

• Provide experiences to develop 21st century skills including communication, critical thinking, collaboration, and creativity.

• Prepare students for higher learning and future careers.

Utilizing the SBE programs available through DECA further enhances authentic, experience-based learning for your students and can provide a framework for developing relevant curriculum that strengthens the connection between the classroom and real-world work experience.

WHAT IS A SCHOOL-BASED ENTERPRISE? A school-based enterprise (SBE) is an entrepreneurial operation in a school setting that provides goods/services to meet the needs of the market. SBEs are managed and operated by students as hands-on learning laboratories that integrate National Curriculum Standards in marketing, finance, hospitality or management.

SBEs provide realistic and practical learning experiences that reinforce classroom instruction.

SBEs can sell to consumers through a permanent location, a mobile kiosk or through Internet marketing. Products may include spirit wear, food and beverage items, school supplies, signs and banners and more, while other SBEs provide services such as creative design, advertising sales and more.

CHAPTER CERTIFICATION The chapter certification program reinforces the integration of National Curriculum Standards into the learning-lab environment of SBEs. Students reflect upon their work in the SBE through documentation of 10 key business standards (instructional areas) and performance indicators from the Business Administration Core, the Marketing Career Cluster, and the Merchandising Pathway of National Curriculum Standards including the following: 1. Financial Analysis

6. Pricing

2. Operations

7. Distribution/Channel Management

3. Marketing-Information Management

8. Promotion

4. Market Planning

9. Selling

5. Product/Service Management

10. Human Resources Management

Chapters submit a written project online to DECA for evaluation by judges in an effort to earn the national distinction of a DECA Gold-Certified SBE. The process provides an opportunity to analyze your school-based business, determine your SBE’s strengths and weaknesses, and showcase the learning outcomes of your students. Earning gold certification also opens the door to other opportunities available through DECA including the SBE Academy and competition at DECA’s International Career Development Conference.

INDIVIDUAL CERTIFICATION DECA’s SBE Individual Certification Program extends the positive attributes of the existing SBE Chapter Certification Program beyond the school store level to individual members. DECA members may pursue individual certification through the successful completion of an online, 100-question exam that measures the effectiveness of student involvement in their SBE and the impact of the SBE experience on individual learning. The exam questions are derived from the same instructional areas covered in the SBE Chapter Certification project manual.

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The DECA SBE Individual Certification serves as an important component to building students’ résumés in preparation for college and careers, fosters development of 21st century skills such as critical thinking and problem solving, and verifies competency in specific skill areas, adding value to transcripts and job applications. SBEs benefit from having their members certified as it provides credibility for DECA and the SBE program, validates curriculum efficacy, and provides evidence that students have achieved mastery level in business operations skills.

This college and career-ready step is an excellent résumé builder for students and DECA programs within schools – not to mention an effective way of preparing students for DECA competitive events and SBE certification.

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SBE ACADEMY + COMPETITION The SBE Academy is held annually at DECA’s International Career Development Conference. This dynamic academy is offered exclusively to Gold-Certified SBEs and features guest speakers and workshop sessions related to all aspects of running an SBE. Students have the opportunity to engage with other SBE students and learn from each other through interactive activities and networking.

The SBE competition requires students to give an oral presentation in front of judges focused on one of the 10 business standards featured in the written chapter certification project. The competition topic rotates each year to give students a more indepth understanding of the performance indicators and concepts covered in the certification project.

Generous support for School-based enterprise programs provided by

DECA SBE PROGRAMS SUPPORT 21ST CENTURY SKILLS AND EMPLOYABILITY DEVELOPMENT Experience working within a DECA SBE provides students the opportunity to learn skills that aren’t necessarily learned in the classroom. DECA SBE provides students with the same valuable learning experience of any co-op or part-time job without requiring students to leave school. By working in a real business within the school, students are provided real-world experience vital to developing 21st century skills and preparing for future careers.

Critical Thinking & Problem Solving

Collaboration & Teamwork

Chapter Certification

Reflect critically on learning experiences and processes.

Assume shared responsibility for collaborative work, and value the individual contributions made by each team member.

SBE Academy

Identify and ask significant questions that clarify various points of view and lead to better solutions.

Demonstrate ability to work effectively and respectfully with diverse teams.

Listen effectively to decipher meaning, including knowledge, values, attitudes and intentions.

Develop, implement and communicate new ideas to others effectively.

SBE Competition

Use various types of reasoning (inductive, deductive, etc.) as appropriate to the situation.

Exercise flexibility and willingness to be helpful in making necessary compromises to accomplish a common goal.

Articulate thoughts and ideas effectively using oral, written and nonverbal communication skills in a variety of forms and contexts.

Demonstrate originality and inventiveness in work and understand the real-world limits of adopting new ideas.

Communication

Creativity & Innovation

Be open and responsive Use communication for a to new and diverse range of purposes (e.g., to perspectives; incorporate inform, instruct, motivate group input and and persuade). feedback into the work.

DECA SBE RESOURCES DECA is committed to providing resources to advisors for starting and growing an SBE and connecting your SBE with classroom learning. Among those resources are instructional units that cover the 10 business standards of the chapter certification process and are also the same instructional areas featured on the individual certification exam. Also, sponsored by Spirit Factory – Custom Merchandise for Schools, are five lesson plans that cover the five Ps of marketing – product, price, place, promotion and people – and how they can be incorporated with the implementation of an automated retail kiosk like Spirit Factory’s “Spirit Box.” These lesson plans consist of PowerPoint presentations, lesson content, interactive activities and assessments.

DECA also provides access to other resources regarding the USDA nutrition regulations that affect SBEs. Helpful tools such as product lists, FAQs and snack calculators are available to help advisors select healthy products that are in compliance with the USDA’s Smart Snacks in Schools standards.

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UTION/CHA NNEL MANAGEME NT Generous support for DECA’s School-based Enterprise Program is provided by

These and many other DECA SBE resources can be found at www.deca.org.

SBE SPOTLIGHT DECA advisors and SBE Advisory Councilmembers, Sonja Weiler from Elk River High School in Minnesota, and Bruce Chadwick from Spotsylvania High School in Virginia, share their thoughts on how DECA SBE has impacted them as teachers and DECA advisors and helped connect SBE to the classroom:

How has SBE helped you improve your classroom instruction?

It brings my classroom to life! Not only are we able to conduct marketing research, we are able to apply recommendations and measure the results.The SBE is a continuation of the classroom. It enables the class to gain a better understanding by having handson demonstrations. There is no question as to why we need to do something when you can see it first-hand.

How has SBE helped you as a teacher?

The SBE helps me demonstrate and give examples to students when talking about business and marketing concepts. Using examples throughout multiple courses helps students gain competence in the subject matter and also helps with [DECA member] recruitment as well.

How has SBE helped your students?

The SBE offers students leadership positions and experiences that are transferrable beyond high school. Students gain experience and knowledge that they use in their jobs to prepare for their future.

How has SBE helped your school?

Our SBE is a cornerstone in our school. We are the first thing you see when you enter and the last when you leave.

We provide and promote school and community pride. We have gained recognition for our students, our DECA program, and our school community. The SBE is shared with community members, school officials and our students in a great work-based learning platform.

Prepare your students for competition with these great resources from DECA Images

Give us a call at 703.860.5006 or find us on the web at www.deca.org.