Marketing Manager

Knowledge Demands

Required Knowledge Sets¹

Applicable Information Resources and Tutorials

High

Public Relations:

Knowledge of ongoing activities that ensure a company has a strong public image. 

Practical applications of knowledge:

• Organizing conferences;

• Using politically correct terms when talking about, writing about and meeting with people with disabilities;

• Developing accessibility/disability-focused statements of intent;

• Developing an accessibility/disability-focused mission statement;

• Creating powerful accessibility/disability-focused, press releases;

• Establishing a company reputation for supporting the access needs of customers with disabilities;

• "Leveling the playing field" when going up against established, disability-supportive, competitors;

• Getting the media on your side with regard to accessibility and disability-related issues;

• Using Voluntary Product Accessibility Templates (VPATs) as a public relations builder and to establish your company's credibility as a developer of accessible products and services;

• Accessible Conferences

• Guidelines for Reporting and Writing about People with Disabilities

• Corporate websites

• Product-Specific Voluntary Product Accessibility Templates

High

Electronic and Information Technology (E&IT):

Knowledge of applicable equipment, computer hardware and application software including. E&IT is information technology (IT), as defined by Federal Acquisition Regulation (FAR) 2.101. E&IT has the same meaning as "information technology" except E&IT also includes any equipment or interconnected system or subsystem of equipment that is used in the creation, conversion, or duplication of data or information. The term E&IT, includes, but is not limited to, telecommunication products (such as telephones), information kiosks and transaction machines, worldwide websites, multimedia, and office equipment (such as copiers and fax machines).

Practical applications of knowledge:

• Understanding the definition of E⁢

• Discussing the term E&IT intelligently with company stakeholders;

• Federal Acquisition Regulation (FAR) 2.101

Above Average

Customer Support:

Knowledge of principles and processes for providing customer support. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.

Practical applications of knowledge:

• Understanding how to develop and implement live support options that are fully accessible, usable, and useful to customers with disabilities

• Understanding how assistive technologies enable people with disabilities to access your company's web-based and telephone-based support services;

• Understand the access needs of people with disabilities;

• Brief Overview of the Access Needs of People with Disabilities

• How People with Disabilities Use the Web

• Accessible Help Desks

• Adaptive (Assistive) Technology

Average

Design:

Knowledge of design techniques, tools, and principles involved in production of precision technical plans, blueprints, drawings, and models.

High

Economics:

Knowledge of how the forces of supply and demand allocate resources. Subdivided into microeconomics, which examines the behavior of firms, consumers and the role of government; and macroeconomics, which looks at inflation, industrial production, and the role of government.

Practical applications of knowledge:  

• Justifying the design of accessible products and services in a global marketplace;

• Determining the financial benefits associated with being able to market your ICT products and services to the federal government;

• Business Benefits of Accessible E&IT Design

• Potential Sales to the U.S. Government

Above Average

Education and Training:

Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.

Practical applications of knowledge:

• Understanding how to develop and implement training classes that are fully accessible, usable, and useful to customers with disabilities

• Training Accessibility Checklist

• Training Accessibility Checklist Guide

• Adaptive (Assistive) Technology

Average

Engineering and Technology:

Knowledge of the practical application of engineering science and technology. This includes applying principles, techniques, procedures, and equipment to the design, programming, development and production of Electronic and Information Technologies.

Above Average

Finance and Accounting:

Knowledge of financial and accounting principles and practices, the financial markets and the analysis and reporting of financial data.

Practical applications of knowledge:

• Justifying the design of accessible products and services in a global marketplace;

• Qualifying for and landing U.S. government IT contarcts;

• Business Benefits of Accessible E&IT Design

• Potential Sales to the U.S. Government

Above Average

Laws, standards, guidelines, government regulations:

Knowledge of laws, standards, precedents, government regulations, agency rules, and the democratic political process.

Practical applications of knowledge:

• Understanding the legal implications of Section 508;

• Section 508 Reference Guide

• Section 508 Overview for Managers

• International Design Standards

High

Sales and Marketing:

Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.

Practical applications of knowledge:

• Strengthening your sales and marketing value propositions;

• Enhancing your company's competitive advantage;

• Completing and posting Voluntary Accessibility Templates (VPATs)

• Market Research Guidelines

• Corporate websites

• Best Practices: Voluntary Product Accessibility Templates (VPATs)

• How to Evaluate Telecommunications Products and Complete a VPAT

• Product-Specific Voluntary Product Accessibility Templates

• General Guidance on Marketing Accessibility

• Adaptive (Assistive) Technology