Marketing Plan Performance-Based Assessment


The High School Marketing Plan Performance-Based Assessment (PBA) is a joint program developed by the State of Hawaii Department of Education and the University of Hawaii at Manoa Shidler College of Business Department of Marketing. The program is administered by the Pacific Asian Center for Entrepreneurship (PACE) at the Shidler College of Business. It is designed to:

  • Provide Hawaii’s secondary students with hands-on, professional marketing experience through which classroom concepts and theories developed as part of the Business Career Pathway Marketing Cluster can be applied and tested.
  • Enhance general understanding of the importance of marketing and business to the State’s economy.
  • Promote marketing education in Hawaii by supporting a high quality curriculum throughout Hawaii’s secondary schools.
  • Connect professional marketers who will serve as resources for high school teachers of marketing.
  • Eligibility: Students who have completed the business core course and are currently enrolled in or have completed the Marketing course.
  • Career and Technical Education (CTE) teachers may enter any number of teams. Priority participation will be given to students completing the Marketing program of study.
  • Team members must be enrolled in the CTE teacher's CTE course. A CTE course is one that has a "V" designation in the 2006 ACCN or a "T," excluding "TC," designation from the latest laser version of the ACCN.
  • Each team must have two to three members.
  • All team members must be present during the PBA. Disqualification will result if all members are not present by the start of the PBA.
  • All students must attend the final presentations. Attendance will be taken.
  • Each team must bring their own equipment and computers pre-loaded with the appropriate software. The organizers will not be responsible for compatibility and other technical issues.
  • All team members must be dressed in appropriate professional attire. See professional attire guidelines.

In the Marketing Plan Performance-Based Assessments, students will serve as a team of marketing consultants to an existing business. Students will be responsible for recruiting a client, collecting relevant information from the business and maintaining clear and open communication with company representatives. The team members will develop a formal marketing plan that includes market research and analysis, a marketing strategy proposal, a budget and an evaluation plan. The team will then implement a short-term strategy of their plan and develop appropriate promotional material to sell the company’s products or services.

After the implementation period, the students will gather data and submit an analysis of the plan’s effectiveness. At the PBA event, the students will work with mentors to further analyze the plan’s effectiveness and deliver an oral presentation to a panel of judges.

In addition, students will take two 50-question exams, assessing proficiency of the Business Core and Marketing standards.


Download the Marketing Plan PBA Rules and Guidelines for complete procedures.

Important Dates

January 16, 2015
Project Proposals Due
Project Agreements Due
February 9, 2015
Fudning Application Due
February 24, 2015
Registration Forms Due
March 2–27, 2015
Implementation Period
March 2–27, 2015
Online Examination Period
March 6, 2015
Marketing Plans Due
March 31, 2015
Prop Approval Forms Due
April 1, 2015
Implementation Analysis Due
April 1, 2015
Expense Report Due
April 7–8, 2015
Performance-Based Assessment



Pacific Asian Center for Entrepreneurship

University of Hawaii at Manoa
Shidler College of Business
2404 Maile Way
Honolulu, HI 96822
[email protected]

Phone: (808) 956-5083
Fax: (808) 956-5107