Marketing & Data Analytics

CALIFORNIA CAREER TECHNICAL EDUCATION ANCHOR STANDARDS

Academics 1.0 | Analyze and apply appropriate academic standards required for successful industry sector pathway completion leading to postsecondary education and employment
Communications 2.5 | Communicate information and ideas effectively to multiple audiences using a variety of media and formats
Career Planning & Management 3.1 | Identify personal interests, aptitudes, information, and skills necessary for informed career decision making
Career Planning & Management 3.2 | Evaluate personal character traits such as trust, respect, and responsibility and understand the impact they can have on career success
Career Planning & Management 3.3 | Explore how information and communication technologies are used in career planning and decision making
Career Planning & Management 3.5 | Integrate changing employment trends, societal needs, and economic conditions into career planning
Career Planning & Management 3.6 | Recognize the role and function of professional organizations, industry associations, and organized labor in a productive society
Career Planning & Management 3.7 | Recognize the importance of small business in the California and global economies
Career Planning & Management 3.8 | Understand how digital media are used by potential employers and postsecondary agencies to evaluate candidates
Career Planning & Management 3.9 | Develop a career plan that reflects career interests, pathways, and postsecondary options
Technology 4.1 | Use electronic reference materials to gather information and produce products and services
Technology 4.2 | Employ Web-based communications responsibly and effectively to explore complex systems and issues
Technology 4.3 | Use information and communication technologies to synthesize, summarize, compare, and contrast information from multiple sources
Technology 4.5 | Research past, present, and projected technological advances as they impact a particular pathway
Technology 4.6 | Assess the value of various information and communication technologies to interact with constituent populations as part of a search of the current literature or in relation to the information task
Problem Solving & Critical Thinking 5.4 | Interpret information and draw conclusions, based on the best analysis, to make informed decisions
Responsibility & Flexibility 7.3 | Understand the need to adapt to changing and varied roles and responsibilities
Responsibility & Flexibility 7.4 | Practice time management and efficiency to fulfill responsibilities
Responsibility & Flexibility 7.8 | Explore issues of global significance and document the impact on the Arts, Media, and Entertainment sector
Leadership & Teamwork 9.5 | Understand that the modern world is an international community and requires an expanded global view
Leadership & Teamwork 9.6 | Respect individual and cultural differences and recognize the importance of diversity in the workplace
Technical Knowledge & Skills 10.1 | Interpret and explain terminology and practices specific to the Arts, Media, and Entertainment sector
Technical Knowledge & Skills 10.3 | Construct projects and products specific to the Arts, Media, and Entertainment sector requirements and expectations
Technical Knowledge & Skills 10.4 | Collaborate with industry experts for specific technical knowledge and skills
Demonstration & Application 11.3 | Demonstrate entrepreneurship skills and knowledge of self-employment options and innovative ventures
Demonstration & Application 11.5 | Create a portfolio, or similar collection of work, that offers evidence through assessment and evaluation of skills and knowledge competency as contained in the anchor standards, pathway standards, and performance indicators

CALIFORNIA CAREER TECHNICAL EDUCATION PATHWAY STANDARDS: DESIGN, VISUAL & MEDIA ARTS

A1- Demonstrate ability to reorganize and integrate visual art elements across digital media and design applications

A1.1 View and respond to a variety of industry-related artistic products integrating industry appropriate vocabulary
A1.2 Identify and use the principles of design to discuss, analyze, and create projects and products across multiple industry applications
A1.3 Describe the use of the elements of art to express mood in digital or traditional art work found in the commercial environment
A1.4 Select industry-specific works and analyze the intent of the work and the appropriate use of media
A1.8 Compare how distortion is used in a variety of media to modify the message being communicated
A1.9 Analyze the material used by a given artist and describe how its use influences the meaning of the work

A2 - Apply artistic skills and processes to solve a variety of industry-relevant problems in a variety of traditional and electronic media

A2.1 Demonstrate skill in the manipulation of digital imagery (either still or video) in an industry-relevant application
A2.2 Demonstrate personal style and advanced proficiency in communicating an idea, theme, or emotion in an industry-relevant artistic product
A2.5 Compile a portfolio of multiple original two- and three-dimensional works of art that reflect technical skills in an industry-relevant application
A2.6 Create an artistic product that involves the effective use of the elements of art and the principles of design
A2.7 Create original works of art of increasing complexity and skill in a variety of media that reflect their feelings and points of view
A2.9 Create a multimedia work of art that demonstrates knowledge of media and technology skills

A3 - Analyze and assess the impact of history and culture on the development of professional arts and media products

A3.1 Identify and describe the role and influence of new technologies on contemporary arts industry
A3.2 Describe how the issues of time, place, and cultural influence and are reflected in a variety of artistic products
A3.3 Identify contemporary styles and discuss the diverse social, economic, and political developments reflected in art work in an industry setting
A3.4 Identify art in international industry and discuss ways in which the work reflects cultural perspective
A3.5 Analyze similarities and differences of purpose in art created in culturally diverse industry applications

A4 - Analyze, assess, and identify effectiveness of artistic products based on elements of art, the principles of design, and professional industry standards

A4.2 Deconstruct how beliefs, cultural traditions, and current social, economic, and political contexts influence commercial media (traditional and electronic)
A4.4 Analyze the relationship between the artist, artistic product and audience in both an existing and self-generated project
A4.5 Analyze and articulate how society influences the interpretation and effectiveness of an artistic product
A4.6 Create an artistic product for a specific industry and modify that product to accommodate a different aesthetic perspective

A5 - Identify essential industry competencies, explore commercial applications and develop a career specific personal plan

A5.1 Compare and contrast the ways in which different artistic media (television, newspapers, magazines, and electronic media) cover the same commercial content
A5.2 Explore the role of art and design across various industry sectors and content areas
A5.3 Deconstruct works of art, identifying psychological content found in the symbols and images and their relationship to industry and society
A5.4 Predict how changes in technology might change the role and function of the visual arts in the workplace
A5.6 Prepare portfolios of original art created for a variety of purposes and commercial applications

A6 - Analyze characteristics of subgenres (e.g., satire, parody, allegory, pastoral) that are used in poetry, prose, plays, novels, short stories, essays, and other basic genres

A6.1 Evaluate the ways in which irony, tone, mood, the author’s style, and the “sound” of language achieve specific rhetorical or aesthetic purposes or both
A6.2 Analyze the way in which authors through the centuries have used archetypes drawn from myth and tradition in literature, film, political speeches, and religious writings

A7 - Demonstrate an understanding of the elements of discourse (e.g., purpose, speaker, audience, form) when completing narrative, expository, persuasive, or descriptive writing assignments

A7.2 Use language in natural, fresh, and vivid ways to establish a specific tone
A7.4 Integrate databases, graphics, and spreadsheets into electronically processed documents

A8 - Understand the key technical and technological requirements applicable to various segments of the Media and Design Arts Pathway

A8.1 Understand the component steps and skills required to design, edit, and produce a production for audio, video, electronic, or printed presentation
A8.2 Use technology to create a variety of audio, visual, written, and electronic products and presentations
A8.3 Know the features and uses of current and emerging technology related to computing (e.g., optical character recognition, sound processing, cable TV, cellular phones)
A8.4 Analyze the way in which technical design (e.g., color theory, lighting, graphics, typography, posters, sound, costumes, makeup) contributes to an artistic product, performance, or presentation
A8.5 Differentiate writing processes, formats, and conventions used for various media
A8.6 Analyze and assess technical support options related to various media and design arts
A8.7 Evaluate how advanced and emerging technologies (e.g., virtual environment or voice recognition software) affect or improve media and design arts products or productions

CALIFORNIA CAREER TECHNICAL EDUCATION PATHWAY STANDARDS: PERFORMING ARTS

B1 - Explore and formulate responses to peer and professional work using the fundamental elements of Theater, Dance, and Music

B1.7 Deconstruct formal and informal (improvisational) performances of theater, dance, and music, both live and electronic, and evaluate using appropriate artistic vocabulary

B2 - Read, listen to, deconstruct, and analyze peer and professional music using the elements and terminology of music

B2.2 Describe how the elements of music are used
B2.5 Analyze and describe significant musical events perceived and remembered in a given industry generated example
B2.6 Analyze and describe the use of musical elements in a given professional work that makes it unique, interesting, and expressive

B3 - Observe, deconstruct, and analyze peer and professional theater, film, video, and electronic media and respond using the vocabulary of theater

B3.2 Describe how the issues of time, place, and cultural influence and are reflected in a variety of artistic products

B4 - Apply choreographic principles, processes, and skills to create and communicate meaning through improvisation, composition, and performance of dance for a variety of professional applications

B4.3 Apply basic music elements (rhythm, meter, tempo, timbre) to construct and perform dances for a variety of professional settings

B5 - Apply vocal and/or instrumental skill and knowledge to perform a varied repertoire of music appropriate to music industry application

B5.1 Sing or play a repertoire of musical literature representing various genres, styles, and cultures with expression and technical accuracy
B5.2 Sing or play music written in multiple parts, individually or with a group
B5.4 Employ a variety of music technology to record, integrate, or modify a live or recorded performance to produce a new artistic product
B5.5 Compose music in distinct styles
B5.6 Compose and arrange music for various combinations of voice and acoustic and digital/electronic instruments using appropriate ranges and traditional and nontraditional sound sources
B5.7 Create melodic and rhythmic improvisations in a style or genre within a musical culture (gamelan, jazz, and mariachi)

B7 - Analyze the historical and cultural perspective of multiple industry performance products from a discipline-specific perspective

B7.1 Identify and compare how film, theater, television, and electronic media productions influence values and behaviors
B7.3 Analyze the historical and cultural perspective of the musician in the professional setting
B7.5 Create a product comparing and contrasting universal themes and sociopolitical issues in a variety of music, dance, or theatrical products

B8 - Deconstruct the aesthetic values that drive professional performance and the artistic elements necessary for industry production

B8.1 Critique discipline-specific professional works using the language and terminology specific to the discipline
B8.2 Use selected criteria to compare, contrast, and assess various professional performance forms
B8.3 Analyze the aesthetic principles that apply in a professional work designed for live performance, film, video, or live broadcast
B8.4 Use complex evaluation criteria and terminology to compare and contrast a variety of genres of professional performance products

B9 - Explore the connection between artistic preparation and professional standards and practices

B9.1 Examine the training, education, and experience needed to pursue discipline-specific performance options
B9.2 Demonstrate effective knowledge and skills with the audiovisual equipment and technology used in professional performance
B9.3 Demonstrate entry-level competencies for a career in an artistic or technical field in the theatrical arts
B9.5 Contrast differing roles in professional skill sets of creators, performers, and others involved in the production and presentation of the performing arts
B9.6 Create a career plan leading to professional performance in one of the performance disciplines

CALIFORNIA CAREER TECHNICAL EDUCATION PATHWAY STANDARDS: PRODUCTION & MANAGERIAL ARTS

C1 - Demonstrate knowledge of industry safety standards and practices in all areas of technical production

C1.4 Apply safety related decision making and problem-solving techniques to live, recorded, or multimedia generated production

C2 - Understand the technical support functions and artistic competencies in film, video, and live production

C2.1 Analyze the production sequence involved in creating a media based or live performance production

C3 - Analyze and differentiate the function of the various members of a production team

C3.1 Identify the skills and competencies of the various members of a production team including producer, production manager, director, assistant director, stage manager, production designer(s), post production, etc

C4 - Demonstrate key skills and an understanding of the complexities of production planning

C4.1 Know the main elements and functional responsibilities involved in the production and presentation of the performing, visual, and media arts
C4.2 Know how artistic processes, organizational structure, and business principles, including funding and budgeting, are interrelated in both live and media production
C4.3 Identify the responsibilities and activities associated with the preproduction, production, and post-production of a creative project
C4.4 Demonstrate understanding of the appropriate use of technology in each phase of the production planning
C4.5 Create a call sheet for equipment, crew, technical support, and cast requirements for an arts, media, and entertainment production

C5 - Apply knowledge of services, equipment capabilities, the workflow process, data acquisition, and technology to a timely completion of projects

C5.1 Identify essential qualifications and technological competencies for each team member, including artists, designers, performers, composers, writers, and technicians
C5.2 Plan the general coordination of various elements in a project or production

C6 - Understand the key elements of developing and promoting a production from creation to distribution

C6.1 Design a production flow chart identifying chain of responsibility for a specific type of arts, media, and entertainment production
C6.2 Create a budget for an aspect of an arts, media, and entertainment production of the arts, media, and entertainment industry
C6.3 Design a promotional packet demonstrating knowledge of promotional
C6.4 Create a promotional example using electronic media
C6.5 Create a public service announcement using two or more production methods materials, such as standard public service announcements

C7 - Know various media production, communication, and dissemination techniques and methods, including written, oral, visual, and electronic media

C7.1 Identify and describe licensing management for live and media based productions and intellectual properties
C7.2 Identify successful business models and analyze various facets of those models, such as market analysis, marketing strategy, and product value
C7.3 Discuss the relationships between publishers, developers, distributors, marketers, and retailers
C7.4 Understand the role of audience and market research in promotional planning
C7.5 Understand the components of marketing campaigns for live and media based productions, including advertising in both traditional and social media
C7.6 Demonstrate understanding of the distribution component of both live and media based production including Web, print, radio, television, and communication based options

CALIFORNIA VISUAL AND PERFORMING ARTS STANDARDS

CREATING

2.0 Plan and Make | Musician's creative choices are influenced by their expertise, context, and expressive intent
3.1 Evaluate and Refine | Musicians evaluate, and refine their work through openness to new ideas, persistence, and the application of appropriate criteria
3.2 Present | Musicians' presentation of creative work is the culmination of a process of creation and communication

RESPONDING

7.1 Select | Individuals’ selection of musical works is influenced by their interests, experiences, understandings, and purposes
7.2 Analyze | Response to music is informed by analyzing context (social, cultural, and historical) and how creators and performers manipulate the elements of music
8.0 Interpret | Through their use of elements and structures of music, creators and performers provide clues to their expressive intent
9.0 Evaluate | The personal evaluation of musical work(s) and performance(s) is informed by analysis, interpretation, and established criteria

CONNECTING

10.0 Synthesize | Musicians connect their personal interest, experiences, ideas, and knowledge to creating, performing, and responding
11.0 Relate | Musicians connect societal, cultural, and historical contexts when creating, performing, and responding

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