RRN 1,434. Marketing. September 2009 Needs Assessment. Prepared by Carli Straight Date: September 9, 2009 Marketing

Transcription

1 RRN 1,434 Marketing September 29 Needs Assessment Prepared by Carli Straight Date: September 9, 29 Marketing 1

2 Scope Data compiled in this report covers San Bernardino, Riverside, Orange, and Los Angeles counties. Data were drawn from external sources, including the Employment Development Department s California Labor Market Information and the U.S. Department of Education s Integrated Postsecondary Education Data System (IPEDS), and Chaffey College s Colleague Administrative database. Data Sources and Calculations Educational Program Data The Taxonomy of Programs (TOP) is a standardized system used at the state level to classify programs and courses that are intended to achieve the same outcome at different colleges throughout the state. The TOP code assigned to Marketing and Distribution is 59.. The Classification of Instructional Programs (CIP) is a standardized coding system used at the federal level to facilitate accurate tracking, assessment, and reporting of fields of study and program completion at educational institutions throughout the country. The CIP code assigned to Sales, Distribution, and Marketing Operations, General is All educational program data in this report are based on these TOP and CIP codes. Occupational Data The Standard Occupational Classification (SOC) system is used by federal statistical agencies to classify workers into occupational categories. The SOC codes and titles associated with Marketing and Distribution are: Purchasing Agents, Except Wholesale, Retail, and Farm Products, Retail Salespersons, Sales Representatives, Except Technical, Telemarketers, and Wholesale and Retail Buyers, Except Farm Products. Educational Program to Occupation Crosswalk The TOP-CIP-SOC Crosswalk (Employment Development Department, 27) was used in this report to map California Community College-specific Taxonomy of Program (TOP) codes to federal Classification of Instructional Program (CIP) and Standard Occupational Classifications (SOC) codes. This crosswalk allows the user to estimate labor market demand for California Community College program completers using SOC based projections from the Labor Market Information Division. Industry Data The North American Industry Classification System (NAICS) is used by federal statistical agencies to classify business establishments for the purpose of conducting and reporting research on the U.S. business economy. Using the Standard Occupational Classification codes listed above, associated NAICS industries were identified. Completions Data Degree and certificate data regarding students at Chaffey College were collected from the Colleague Administrative database. Degree and certificate data for all comparison schools were collected from the U.S. Department of Education s Integrated Postsecondary Education Data System (IPEDS). 2

3 Introduction and Contents Contents Background Information 4 Regional Job Outlook 5 Largest and Fastest Growing Industry Employers 8 Regional Graduation Summary 13 Chaffey College s Performance on Core Indicators 15 Map of Competitor Institutions 16 Purpose and Goals Chaffey College currently offers a 15-unit certificate in Business Administration/ Marketing. The College Catalog program description reads as follows: The Marketing Certificate prepares students for marketing and management training positions that require a working knowledge of marketing, advertising, and sales. The purpose of this report is to integrate and analyze data from multiple sources to determine labor market needs for the Marketing program at Chaffey College. The goal is to help Chaffey College align its program offerings to the economy and labor market of its service area and to decide if an increase in units would be supported by the market. Comparison Institutions All comparison institutions included in this report are postsecondary and have provided data to the U.S. Department of Education s Integrated Postsecondary Education Data System (IPEDS). IPEDS defines postsecondary education as a formal program designed primarily for students beyond high school age. These include academic, vocational, and continuing professional education, and exclude avocational and adult basic education programs. Regional Definitions Inland Empire includes the Riverside-San Bernardino-Ontario Metropolitan Statistical Area (MSA) Los Angeles includes the Los Angeles- Long Beach-Glendale Metro Division Orange includes the Santa Ana- Anaheim-Irvine Metro Division Key Terms and Concepts Replacement Jobs: Replacement jobs refer to the number of job openings due to workers leaving an occupation. Annual Openings: Annual openings are calculated by adding the number of new jobs to the number of replacement jobs, divided by the number of years in the projection period. Projections: Projections of employment are calculated by the Employment Development Department and are based on a mathematical formula that includes historical employment and economic indicators along with national, state, and local trends. Occupation: Jobs are grouped into occupations using the federal Standard Occupational Classification (SOC) system. Industry: Occupations are grouped into industries using the North American Industry Classification System (NAICS). Wages: Hourly wages are reported in percentiles and averages. The 25 th percentile is a useful proxy of entry-level wages and the 75 th percentile of experienced-level wages. 3

4 Background Information Marketing and Distribution There are many job opportunities for an individual majoring in Marketing, the nature of which depend upon the type of certificate or degree earned. An undergraduate certificate in Marketing, for example, is typically designed to provide students with a broad overview of marketing communication, sales, research, Internet strategy, and global marketing. These programs generally equip completers with an understanding of the importance of selling and marketing to enhance their qualifications for supporting roles in the marketing field. 1 An associate s degree in Marketing, on the other hand, teaches the fundamentals of business and economic theory. Individuals with a Marketing associate s degree may enter the workforce in fields such as public relations, marketing, advertising, and sales. 2 The following five occupational categories were identified by the Employment Development Department as being available to individuals with an undergraduate certificate or associate s degree in Marketing. Purchasing Agents, Except Wholesale, Retail, and Farm Products Purchasing Agents buy goods and services for use by a company or organization. They must consider price, quality, availability, and technical support when choosing suppliers and merchandise. Retail Salespersons Retail Salespersons primary task is to get customers interested in buying a product by describing and showing the merchandise to them. Some salespersons will make out sales checks, take cash and credit card payments, and give change and receipts. They may also assist with ordering merchandise, stocking shelves or racks, marking price tags, taking inventory and/or preparing displays. Sales Representatives, Except Technical Sales Representatives sell products for wholesalers or manufacturers to businesses or groups of individuals. They must possess extensive knowledge of the merchandise they are selling so that they can field questions from consumers and communicate the advantages of their products over those of the competition. In addition to selling products, representatives analyze sales statistics, prepare reports, and handle administrative duties. Telemarketers Telemarketers contact businesses or private individuals by telephone and deliver prepared sales talks to persuade potential customers to buy a product or make a donation. They must possess knowledge of their product or organization so that they can explain the merchandise or services and answer questions from the customer. Telemarketers regularly use computers to enter, access, or retrieve customer information. Wholesale and Retail Buyers, Except Farm Products Wholesale and Retail Buyers buy merchandise or commodities for resale to consumers. They analyze past buying trends, sales records, prices, and quality of merchandise to determine value and yield. Wholesale and Retail Buyers may also conduct meetings with sales personnel and introduce new products. 1 The Marketing Institute. Certificate in Marketing Skills. Retrieved June 8, 29, from 2 Education-Portal.com. Associate of Marketing: Degree Overview. Retrieved June 8, 29, from 4

5 Regional Job Outlook Projected Job Outlook by Region The table below displays 26 employment estimates and 216 projections for the five occupational groups associated with Marketing and Distribution. The demand for Retail Salespersons will be very large due to both new and replacement job openings. There is also an extremely high demand for Sales Representatives, Except Technical, especially in Los Angeles. According to the Employment Development Department, the demand for Purchasing Agents will be limited by such industry changes as continually improving software and the growing number of purchases being made electronically through the Internet. Similarly, Wholesale and Retail Buyers, Except Farm Products can expect to see few openings due to consolidation of buying departments resulting from mergers and acquisitions Telemarketing jobs will not produce new job openings, but positions will continue to open due to anticipated replacements from retirement and/or turnover. Total Estimated 26 Jobs Total Projected 216 Jobs Projected Growth (%) Ave. Annual New Job Openings Purchasing Agents, Except Wholesale, Retail, and Farm Products Ave. Annual Replacement Job Openings Ave. Annual Total Job Openings State of California 33,6 35,3 1,7 (5.1%) Inland Empire 2,3 2,54 24 (1.4%) Los Angeles CO 9,25 9,24-1 (-.1%) Orange CO 4,43 4,6 17 (3.8%) Retail Salespersons State of California 494,5 63,8 19,3 (22.1%) 1,93 15,23 26,16 Inland Empire 48,84 58,16 9,32 (19.1%) 932 1,54 2,436 Los Angeles CO 127,65 151,49 23,84 (18.7%) 2,384 3,93 6,314 Orange CO 5,86 62,11 11,25 (22.1%) 1,125 1,566 2,691 Sales Representatives, Except Technical State of California 152,3 179,6 27,3 (17.9%) 2,73 3,36 6,9 Inland Empire 1,45 12,53 2,8 (19.9%) Los Angeles CO 5,1 56,81 6,71 (13.4%) 671 1,16 1,777 Orange CO 19,22 22,12 2,9 (15.1%) Telemarketers State of California 34, 3,2-3,8 (-11.2%) -38 1,58 1,2 Inland Empire 2,4 2,34-6 (-2.5%) Los Angeles CO 8,8 7,58-1,22 (-13.9%) Orange CO 5,12 4,44-68 (-13.3%)

6 Wholesale and Retail Buyers, Except Farm Products State of California 21,3 22, 7 (3.3%) Inland Empire 1,5 1,64 14 (9.3%) Los Angeles CO 6,47 6,53 6 (.9%) Orange CO 1,94 2,3 9 (4.6%) Source: Labor Market Information Division, Employment Development Department, Occupation Profile, on the Internet at: (visited September 1, 29). Projected Job Growth by Region The graphs below show the projected growth from 26 to 216 of Marketing and Distribution-related occupations. Among these five occupations, job openings for Sales Representatives and Retail Salespersons are expected to grow a substantial amount. Purchasing Agent and Wholesale and Retail Buyers can expect growth that is either about as fast or slower than the average of all other occupations. Telemarketing, on the other hand, can expect a decline in new job openings across all regions of interest. Purchasing Agents, Except Wholesale, Retail, and Farm Products Retail Salespersons % Growth California Inland Empire Los Angeles Orange % Growth California Inland Empire Los Angeles Orange Sales Representatives, Except Technical Telemarketers 5 3 % Growth % Growth California Inland Empire Los Angeles Orange -2 California Inland Empire Los Angeles Orange Wholesale and Retail Buyers, Except Farm Products % Growth California Inland Empire Los Angeles Orange Source: Labor Market Information Division, Employment Development Department, Occupation Profile, on the Internet at: (visited September 1, 29). 6

7 Hourly Wages by Region This table displays the 29 hourly wage statistics of individuals employed in occupations associated with Marketing and Distribution. Median hourly wages are largely comparable across regions of interest. Discrepancies exist, however, in the amount of pay by occupation. Retail Salespersons and Telemarketers, for example, earn approximately half the amount made by individuals in the other Marketing and Distribution-related occupations. Mean Hourly Rate 25 th Percentile Median Hourly Rate 75 th Percentile Purchasing Agents, Except Wholesale, Retail, and Farm Products State of California $3.6 $22.18 $28.56 $36.97 Inland Empire $25.19 $18.77 $23.58 $3.25 Los Angeles CO $3.29 $22.29 $28.93 $37.64 Orange CO $29.9 $22.2 $27.63 $34.11 Retail Salespersons State of California $12.27 $8.63 $9.88 $13.32 Inland Empire $12.43 $8.56 $9.59 $12.91 Los Angeles CO $12.5 $8.57 $9.74 $13.39 Orange CO $12.53 $8.59 $9.65 $13.31 Sales Representatives, Except Technical State of California $3.67 $18.78 $26.33 $37.26 Inland Empire $3.7 $19.17 $26.64 $36.56 Los Angeles CO $28.99 $17.41 $24.83 $35.91 Orange CO $32.69 $19.73 $27.29 $4.42 Telemarketers State of California $13.32 $9.36 $12.16 $15.27 Inland Empire $13.5 $8.92 $11.13 $14.81 Los Angeles CO $12.61 $9.9 $11.48 $14.62 Orange CO $13.64 $9.73 $12.72 $15.44 Wholesale and Retail Buyers, Except Farm Products State of California $26.96 $18.6 $24.16 $32.32 Inland Empire $22.98 $17.13 $2.6 $25.79 Los Angeles CO $26.84 $18.1 $23.74 $32.66 Orange CO $27.77 $21.2 $26.21 $32. Source: Labor Market Information Division, Employment Development Department, Occupation Profile, on the Internet at: (visited September 1, 29). 7

8 Largest and Fastest Growing Industry Employers Largest Industry Employers of Marketing and Distribution Occupations The graphs below display the 26 staffing patterns of the ten largest industries employing each of the five occupational groups associated with Marketing and Distribution across the state of California. Although there is some overlap, for the most part, each occupational group is employed by industries that are unique, within this context. For instance, the top industry employer of Purchasing Agents is Electronic Instrument Manufacturing, whereas the top employer of Retail Salespersons is Clothing Stores. Purchasing Agents, Except Wholesale, Retail, and Farm Products Retail Salespersons 3, 1, Number of Employees 2,5 2, 1,5 1, 5 Number of Employees 8, 6, 4, 2, Electronic Instrument Manufacturing Federal Government Aerospace Product & Parts Manufacturing Semiconductor and Electronic Components Management of Companies and Enterprises Local Government Scientific Research and Development Svc Architectural and Engineering Services Computer Systems Design and Rel Services Residential Building Construction Clothing Stores Department Stores Building Material and Supplies Dealers Electronics and Appliance Stores Automobile Dealers Sporting Goods/Musical Instrument Stores Home Furnishings Stores Other Miscellaneous Store Retailers Office Supply, Stationary & Gift Stores Health and Personal Care Stores 3, Sales Representatives, Except Technical 1, Telemarketers Number of Employees 25, 2, 15, 1, 5, Number of Employees 8, 6, 4, 2, Electronic Markets and Agents/Brokers Grocery Product Merchant Wholesalers Machinery & Supply Merchant Wholesalers Misc Nondurable Goods Merchant Whsle Commercial Goods Merchant Wholesalers Hardware & Plumbing Merchant Wholesalers Misc Durable Goods Merchant Wholesalers Motor Vehicle/Part Merchant Wholesalers Electric Goods Merchant Wholesalers Apparel/Piece Goods Merchant Wholesalers Business Support Services Activities Rel to Credit Intermediation Employment Services Management & Technical Consulting Svc Depository Credit Intermediation Newspaper, Book, & Directory Publishers Nondepository Credit Intermediation Telecommunications Resellers Cable and Other Program Distribution Other Financial Investment Activities Wholesale and Retail Buyers, Except Farm Products 2,5 Number of Employees 2, 1,5 1, 5 Management of Companies and Enterprises Electronic Markets and Agents/Brokers Commercial Goods Merchant Wholesalers Office Supply, Stationary & Gift Stores Machinery & Supply Merchant Wholesalers Grocery Stores Electric Goods Merchant Wholesalers Grocery Product Merchant Wholesalers Hardware & Plumbing Merchant Wholesa... Building Material and Supplies Dealers Source: Labor Market Information Division, Employment Development Department, Staffing Patterns, on the Internet at: (visited September 4, 29). 8

9 Change Over Time of the Largest Industry Employers of Marketing and Distribution-Related Occupations The graphs below display projections of change over time from of the largest industries employing Marketing and Distribution occupations in the state of California. Each of the occupations shows strong growth across many associated industries, with the exception of Telemarketing and Wholesale and Retail Buying. Percent Change Electronic Instrument Manufacturing Purchasing Agents, Except Wholesale, Retail, and Farm Products 8% 6% 4% 2% % -2% Federal Government Semiconductor and Electronic Comp... Aerospace Product & Parts Manufact... Management of Companies and Enter... Local Government Architectural and Engineering Services Scientific Research and Developmen... Residential Building Construction Computer Systems Design and Rel Se... Percent Change Retail Salespersons 1% 8% 6% 4% 2% % Clothing Stores Department Stores Building Material and Supplies Dealers Electronics and Appliance Stores Automobile Dealers Sporting Goods/Musical Instrument S... Home Furnishings Stores Other Miscellaneous Store Retailers Office Supply, Stationery and Gift S... Health and Personal Care Stores 1% Sales Representatives, Except Technical 4% Telemarketers Percent Change 8% 6% 4% 2% Percent Change 2% % -2% -4% % Electronic Markets and Agents/Brokers Grocery Product Merchant Wholesalers Machinery & Supply Merchant Whole... Electric Goods Merchant Wholesalers Apparel/Piece Goods Merchant Whol... Misc Nondurable Goods Merchant Whsle Commercial Goods Merchant Wholesa... Hardware & Plumbing Merchant Who... Misc Durable Goods Merchant Whole... Motor Vehicle/Part Merchant Wholesa... -6% Business Support Services Activities Rel to Credit Intermediation Employment Services Management & Technical Consulting Svc Depository Credit Intermediation Newspaper, Book, & Directory Publi... Nondepository Credit Intermediation Telecommunications Resellers Cable and Other Program Distribution Other Financial Investment Activities Wholesale and Retail Buyers, Except Farm Products 8% Percent Change 6% 4% 2% % -2% Electronic Markets and Agents/Brokers Management of Companies and Enter... Commercial Goods Merchant Wholes... Machinery & Supply Merchant Whole... Office Supply, Stationery & Gift Stores Grocery Stores Electric Goods Merchant Wholesalers Hardware & Plumbing Merchant Who... Grocery Product Merchant Wholesalers Building Material and Supplies Dealers Source: Labor Market Information Division, Employment Development Department, Staffing Patterns, on the Internet at: (visited September 4, 29). 9

10 Other Industries with Growth in Marketing and Distribution-Related Occupations Aside from the industries that were displayed in the graphs above, each of the marketing and distributionrelated occupations is associated with at least one additional industry that is expected to produce new job openings in that occupation. The table below displays these industries along with their projected numeric change and percent growth from 26 to 216. Industry Employment in California Numeric Change Percent Growth Purchasing Agents, Except Wholesale, Retail, and Farm Products General Medical and Surgical Hospitals % Management & Technical Consulting Svc % Advertising and Related Services % Colleges and Universities % Pharmaceutical & Medicine Manufacturing % Machine Shops and Threaded Products % Employment Services % Building Equipment Contractors % Electronic Markets and Agents/Brokers % Office Administrative Services % Wireless Telecommunications Carriers 1 1 N/A Warehousing and Storage 1 1 N/A Cable and Other Subscription Programming 1 1 N/A Offices of Physicians 1 1 N/A Highway, Street, and Bridge Construction 1 1 N/A Retail Salespersons Other General Merchandise Stores 13,3 18,1 4,8 36.1% Shoe Stores 12, 13,5 1,5 12.5% Jewelry, Luggage & Leather Goods Stores 11,8 13,6 1,8 15.3% Furniture Stores 11,7 14,6 2,9 24.8% Auto Parts, Accessories, and Tire Stores 8,4 8,9 5 6.% Specialty Food Stores 5,9 6, % Grocery Stores 5,8 7,4 1,6 27.6% Used Merchandise Stores 4,4 5, % Other Motor Vehicle Dealers 4,1 5,4 1,3 31.7% Beverage & Tobacco Product Manufacturing 2,8 3, % Beer, Wine, and Liquor Stores 1,5 1, % Employment Services 1,1 1, % Personal Care Services 8 1, 2 25.% Electronic Shopping & Mail-Order Houses % Misc Nondurable Goods Merchant Whsle % Apparel/Piece Goods Merchant Wholesalers % Religious Organizations % 1

11 Spectator Sports % Full-Service Restaurants % Social Advocacy Organizations % Computer Systems Design and Rel Services % Electronic Markets and Agents/Brokers % Lumber and Supply Merchant Wholesalers % Grocery Product Merchant Wholesalers % Dairy Product Manufacturing % Automotive Repair and Maintenance % Performing Arts Companies % Colleges and Universities % Home Health Care Services 1 1 N/A Individual and Family Services 1 1 N/A Vocational Rehabilitation Services 1 1 N/A Waste Management and Remediation Service 1 1 N/A Sales Representatives, Except Technical Lumber and Supply Merchant Wholesalers 3,5 4, % Furniture & Furnishings Merchant Whsle 2,9 3, % Paper/Paper Product Merchant Wholesalers 2,7 2, % Beverage & Tobacco Product Manufacturing 2,1 2, % Chemical Merchant Wholesalers 1,7 1, % Metal and Mineral Merchant Wholesalers 1,6 1, % Other Miscellaneous Manufacturing 1,5 1, % Building Finishing Contractors 1,5 1, % Building Material and Supplies Dealers 1,3 1, % Nonmetallic Mineral Product Mfg 1,2 1, % Software Publishers 1,1 1, % Employment Services 1,1 1, % Motion Picture and Video Industries 1, 1,2 2 2.% Medical Equipment and Supplies Mfg 9 1, % Other Wood Product Manufacturing 9 1, % Management & Technical Consulting Svc 9 1, % Architectural and Structural Metals 9 1, % Advertising and Related Services % Warehousing and Storage % Automobile Dealers % Machine Shops and Threaded Products % Electronic Shopping & Mail-Order Houses % Office Administrative Services % Computer Systems Design and Rel Services % Other Food Manufacturing % 11

12 Pharmaceutical & Medicine Manufacturing % Animal Slaughtering and Processing % Other Miscellaneous Store Retailers % Clothing Stores % Scientific Research and Development Svc % Land Subdivision % Residential Building Construction % Other Motor Vehicle Dealers 1 1 N/A Waste Management and Remediation Service 1 1 N/A Lessors, Nonfinancial Intangible Assets 1 1 N/A Telemarketers Other Ambulatory Health Care Services % Wholesale and Retail Buyers, Except Farm Products Misc Nondurable Goods Merchant Whsle % Electronic Shopping & Mail-Order Houses % Office Administrative Services % Furniture Stores % Source: Labor Market Information Division, Employment Development Department, Staffing Patterns, on the Internet at: (visited September 4, 29). 12

13 Regional Graduation Summary Education and Training 3 Purchasing Agents, Except Wholesale, Retail, and Farm Products Educational requirements vary according to the size and business needs of the organization. Larger companies typically prefer to hire candidates with a bachelor s degree. Purchasing Agents must be computer literate and know how to use word processing and spreadsheet software. Employees in this occupation usually receive one to two years of on-the-job training. A successful Purchasing Agent will possess strong speaking, active listening, critical thinking, and judgment and decision making skills. Retail Salespersons Most entry-level sales jobs do not require specific training; a high-school education will be sufficient. However, for promotions into manager positions, a college education is important. Employees in this occupation usually receive a few months to a year of on-the-job training. A successful Retail Salesperson will possess strong active listening, mathematics, speaking, social perceptiveness, and critical thinking skills. Sales Representatives, Except Technical The education required for sales jobs varies by product line and market. Many employers will hire individuals lacking a college degree if they have previous sales experience, but increasingly a bachelor s degree is preferred or required. Some employers, on the other hand, hire individuals with no experience and provide on-the-job training. A successful Sales Representative, Except Technical, will possess skills in active listening, speaking, time management, reading comprehension, and persuasion. Telemarketers Telemarketing occupations normally require a high school diploma. Others may also require some vocational training or job-related course work. In some cases, employers will require an associate s or bachelor s degree. Employees in this occupation usually receive a few months to a year of on-the-job training. A successful Telemarketer will possess skills in active listening, speaking, persuasion, reading comprehension, and time management. Wholesale and Retail Buyers, Except Farm Products Employers typically prefer to hire applicants who are familiar with their merchandise and retailing practices. Most of these occupations require training in vocational schools, related on-the-job experience, or an associate s degree. Some may require a bachelor s degree. A successful Wholesale and Retail Buyer, Except Farm Products will possess skills in active listening, speaking, reading comprehension, critical thinking, and time management. 3 Employment Development Department. Labor Market Information Division, California Occupational Guides. 13

14 Regional Completers in Marketing and Distribution Programs The table below displays the number of program completers in the 27-8 academic year at regional institutions offering an associate s degree or certificate in Sales, Distribution, and Marketing Operations, General (the CIP title associated with Marketing and Distribution). Cypress College, El Camino Community College District, and Riverside Community College produce the most graduates in this area across the four county region of interest. Institution Name < 1 year Certificate 1 to < 2 year Certificate Award Level Associate s Degree 2 to < 4 year Certificate Chaffey College Antelope Valley College Citrus College College of the Canyons Crafton Hills College Cypress College East Los Angeles College El Camino Community College Fullerton College Glendale Community College Golden West College Long Beach City College Los Angeles City College Los Angeles Harbor College Los Angeles Mission College Los Angeles Pierce College Los Angeles Trade Technical College Los Angeles Valley College Mt. San Antonio College 3 -- Orange Coast College Pasadena City College Riverside Community College Saddleback College Santa Ana College 4 -- Santa Monica College Santiago Canyon College West Los Angeles College Total Note: -- indicates that this type of degree is not offered. indicates that this degree is offered but no degrees or certificates were granted. Source: National Center for Education Statistics, U.S. Department of Education, Integrated Postsecondary Education Data System, on the Internet at: 14

15 Chaffey College s Performance on Core Indicators The Perkins IV Career and Technical Education Improvement Act of 26 mandates that all state and local postsecondary institutions provide data on six core performance indicators for their career and technical education programs. These indicators are: 1) Technical Skill Attainment; 2) Completions; 3) Persistence and Transfer; 4) Employment; 5) Nontraditional Participation; and 6) Nontraditional Completion. Performance goals are set at the state and local levels and progress is monitored based on a comparison between the actual percentage of students who master each performance area and the negotiated levels of performance Chaffey College Performance on Core Indicators The table below displays negotiated and actual core performance indicator levels for all Chaffey College students classified under the Marketing and Distribution TOP code. Chaffey students achieved below district and state negotiated levels on both core indicators where sufficient numbers were reported. Core Performance Indicators Negotiated Level State District Chaffey College Performance Percent Above or Below District Negotiated Level Core 1 Technical Skill Attainment 92.46% 92.46% 72.73% Core 2 Completions- Credential, Certificate, Degree, or Transfer Ready 66.13% 66.13% 37.5% N/A Core 3 Persistence and Transfer 82.18% 82.18% 63.64% Core 4 Employment 79.86% 79.86% 87.5% N/A Core 5a Non-traditional Participation 21.47% 17.76% N/R N/R Core 5b Non-traditional Completions 23.28% 17.72% N/R N/R Source: CA Community Colleges Reporting Services, Marketing and Distribution, College Core Indicator Information by 6-Digit TOP (29-21). Note: N/A (Not Applicable) indicates denominators less than 1. N/R (Not Reported) indicates that no participants were reported. 15

16 Map of Competitor Institutions This map illustrates the location of the Chaffey College campuses as well as each of the regional institutions offering programs in Sales, Distribution, and Marketing Operations, General. Due to the scope of job options available to Marketing program completers, potential employers were not included in the mapping. 16