Alabama Business and Marketing Education

Business/Marketing Education Program

The Business/Marketing Education program introduces students to basic knowledge in finance, marketing, management and computer technology, and information systems. The curriculum provides occupational competenies that enable individuals to procure employment for which they are qualified, formulate and implement a career plan that is respinsive to personal and technological successfully complete programs in various business disciplines. Future Business Leaders of America-Phi Beta Lambda (FBLA-PBL) and DECA- the Association for Marketing Students are co-curricular components of the Business/Marketing Education Program.

Business/Marketing Education Objectives are:

To encourage critical thinking skills
To promote educational values including economic understanding and consumer competencies
To promote character growth and development including human relations, good work habits, positive attitudes, and ethical standards
To provide a realistic understanding of the work environment
To enhance employability skills
To reinforce basic skills in such areas as communication, mathematics, and technology
To stimulate interest in career development
To foster an appreciation of the free enterprise system

The Business/Marketing program provides students with basic preparation for a dynamic and challenging position in today's competitive marketplace. A major in Business/Marketing will allow graduates to pursue many rewarding and interesting careers and equips them with skills employers are demanding: the ability to communicate effectively, the ability to work as part of a team, the ability to apply academic and technical skills to solve problems and complete tasks, and the ability to demonstrate a productive work ethic.

According to Alabama Career Tech Organization, “the purpose of BIC is to provide programs that are up to date by industry standards so that students will be equipped for postsecondary studies and for entry into the workforce.” BIC reviews are completed to assist teachers with improving their instruction programs, leading to increased student performance & achievement.

In Career Technical Education, the Business Industry Certification guidelines are the same for each department. The only differences between the BIC guidelines are the Equipment Checklists.

Business/Industry Certification: General Information and Guidelines

In 1998, Alabama business and industry persons developed a certification process that establishes and maintains a quality-oriented accountability system for the improvement and enhancement of Career/Technical Education. Business/Industry Certification (BIC) promotes program improvement that enhances the preparedness of Alabama's students for society and tomorrow's workforce. Alabama is the only state in the nation to require all CTE programs to certify to industry standards, either through the state's BIC process or through a national certification process.

The BIC process is certified to the standards as developed by the International Organization for Standardization (ISO) and these standards are referred to as ISOO 9001:2000 certification. The ISO 9001:2000 certification is process-based and recognizes organizations that link business objectives with operating effectiveness. ISO indicates that CTE demonstrates effective implementation of BIC documentation and records management; has the commitment of top management to local career/technical programs; has established clear policies; conducts good planning and implementation; performs good resource management; and has efficient process control, measurement, and analysis. The ISO certification ensures that the BIC process is quality-oriented, consistently administered, and focused on customer satisfaction.

The purpose of BIC is to ensure that CTE programs meet industry standards so that students will be equipped for post-secondary education, apprenticeship, employment, and life.

  • All CTE programs in each local education agency (those programs supported through federal funds and/or programs that count toward maintenance of effort as determined by the level of spending in 1994-95) will meet BIC standards as determined and approved by the Department.
    • Current state certifying processes are:
      • Business/Industry Certification (BIC)
      • Associated General Contractors (AGC) for all construction-related programs.
  • The Department will use the business/industry certification for all programs that do not have a Department-approved national program certification process.
  • Teachers must possess specific knowledge and skills as prescribed by industry standards and the Department for a program to be certified to business/industry standards.
    • Any teacher who holds a valid Class B or higher certificate or Alternative certificate, which is based upon a bachelor's degree or higher, in the career/technical area being taught is considered certified to industry standards.
    • Any teacher who does not hold a valid Class B or higher certificate or Alternative certificate, which is based upon a bachelor's degree or higher, in the career/technical area being taught is required to meet industry certification requirements as determined by the Department.
    • Teachers must continually maintain industry certification and/or teacher certification at the Class B or higher level to continue to be employed.

Business/Industry Certification Review Procedures
  • A team of individuals who meet the Department's prescribed criteria conducts an on-site review. The on-site review consists of two parts: administrator review and program review.
  • Each LEA has an on-site administrator's review every year that the system has an on-site program review. The on-site program review is conducted every five years for each program the system identifies in its annual Local Program Application and Accountability Plan. An on-site program review is set according to the initial review date as established in BIC-Phase I, which began in 1998. All quality factors will be deficient for all programs that are not reviewed during the anniversary year of the critical review date. New programs must be certified within three years from their emergence.
  • The Department facilitator will guide the team(s) and answer questions during the administrator and program reviews.
  • The administrator's review must be the first review of the year in any year that the system has on-site program reviews and may be conducted concurrently with the first on-site program review of the year. One or more career/technical programs may be reviewed at a determined central location and time.
  • The program area certification will be delayed if deficiencies are cited in the administrator's review that directly relate to the program.
  • Team members who do not meet required criteria will not be allowed to participate, and the review will be canceled. All quality factors will be deficient for the program until the review is conducted.
  • Teams not meeting the minimum required number of members present within 30 minutes of the scheduled review time will cause the review to be cancelled. All quality factors will be deficient foor the program until the review is conducted.
  • The on-site administrator's review team consists of two business/inudstry individuals who meet criteria as prescribed in the BIC Standards/Quality Factors Checklist, Section1/A, page one. The administrator's review team will jointly validate Section 1/A and 1/B.
  • The on-site program review team consists of two business/industry representatives familiar with the program and one or more educators who teach in that program area. Members must meet the criteria as outlined in the BIC Standards/Quality Factors Checklist, Section 2/A, page one, and Section 3, page one. Team members will jointly validate Sections 2/A, 4, and 5. The team members will also validate Section 7 with assistance from the team educator(s) and program teacher(s) as needed. The educator will validate Section 3. The Department faciliator and local career/technical education administrator will validate Section 2/B and 6, if applicable. the teacher(s) and counselor(s) must be available for an interview. The team members will move to the appropriate area for program observation and interviews.
  • All applicable checklist items in the BIC Standards/Quality Factors Checklist must be marked Yes, Answer Satisfied Reviewer, or N/A to recieve a recommendation for certification. Recommendation cannot be made if any checklist item is marked No, Answer Did Not Satisfy Reviewer, or left blank.
  • Each on-site review concludes with an exit conference conducted by the Department facilitator. An LEA representative and all team members must be present for the conference. It is at the discretion of the local system to have other parties present.
  • Team members, administrators, and teachers have the opportunity to complete an anonymous Survey Form and return it to the Department.
  • After an on-site review, a letter indicating program certification status is mailed to the superintendent and copied to the career/technical administrator, along with certificates and decals for each teacher in programs that certified. Programs with deficiencies are not recommended for certification.
  • To determine program quality factor deficiencies, how the deficiencies are to be cleared, and who is responsible for deficiency clearance, refer to the Review Recap that is presented to the career/technical administrator during the exit review. Quality factors that are determined deficient should be cleared at the earliest possible time and can be cleared bu an on-site review or through written documentation submitted to the Department facilitator. As deficiencies are cleared, an up-to-date Program Review Status Report is mailed to the superintendent and copied to the career/technical administrator.
  • A local administrator is required to annually monitor all programs not reviewed by an on-site review team and report compliance status in the Local Program Application and Accountability Plan. Corrective action must be reported for programs that are determined to be in non-compliance. Quality factors that are reported deficient are cleared by written documentation submitted to the system's department facilitator by the system's career/technical administrator documenting that deficiencies have been satisfied.
  • All programs shall remain in compliance with BIC standards at all times.
  • Process for notification of programs not attaining or maintaining certification in:
    • Review Year, a letter to the superintendent outlining deficiencies, with a copy to the career/technical administrator.
    • Year Two, a letter to the superintendent outlining deficiencies, with a copy to the career/technical administrator.
    • Year Three, a letter to the superintendent outlining steps to withhold funds, with a copy to the career/technical administrator. If deficiencies continue to be unmet, a recommendation will be made to the state superintendent for program termination.
  • Process for program termination:
    • Any program that does not attain or maintain industry-certified status within three consecutive years would be recommended for termination.
    • After one year, terminated programs may be reinstated. Programs must certify to industry standards during the year of reinstatement. Reinstatement may occur one time.
    • After one year, locally closed programs that re-open will certify on their Phase I cycle; or if that date occurred during the closed period, must certify the year reopened.
    • State and federal funds formerly used for terminated programs may be reallocated to other CTE programs.

BIC Standards/Quality Factors Checklist
    • Each standard has relevant quality factors that are statements/terms that are subtopics for the standard.
    • The quality factors are used to segment the standard into manageable components.
    • The required specific documentation, which validates compliance, is listed below the quality factor. This documentation is all that is necessary to determine compliance based on the questions/statements asked in the checklist column.
    • The non-applicable (N/A) column lists programs for which particular checklist items are non-applicable.
    • All checklist items must be in compliance to receive certification.

    • Documentation is limited to that which is required on the BIC Standards/Quality Factors Checklist. Additional documentation will not be reviewed.
    • Documents must be aligned in the order that they appear on the BIC Standards and Quality Factor Checklist.
    • For samples of required documents, review resources provided by the Department. (Ex. Administrator Desk Reference)
    • Lesson plans for each year must be available for each course on the teacher's daily schedule for the full year, except for new teachers and/or new course offerings. New teachers and teachers offering new courses must provided lesson plans to extend two weeks beyond the review date.

Equipment Checklist for Business/Marketing Education

Works Cited:

Alabama Career Tech Organization:

Alabama Department of Education. (2005, July 13). Career/Technical Education Adminstrator Desk Reference. Retrieved March 3, 2009, from
Alabama Department of Education:

Alabama Courses of Study: Career/Technical Education