Issuu

2026-2027

DECA CONNECTS CHAPTER STRATEGY COMPREHENSIVE LEARNING PROGRAM ADVISOR RESOURCES

www.deca.org

YOUR IDEAS. YOUR FUTURE. YOUR NEXT BIG THING. START CREATING. adobe.com/education/express/

× Adobe, the Adobe logo, Adobe Express, and the Adobe Express logo are either registered trademarks or trademarks of Adobe in the United States and/or other countries. All other trademarks are the property of their respective owners. Copyright © 2026 Adobe. All rights reserved.

WELCOME TO

A new year brings new goals, new challenges and new discoveries. It means turning the page on last year’s efforts and achievements and looking forward to the NEXT BIG THING. This year, DECA challenges its members to look beyond what exists today and focus on what’s possible tomorrow. Maybe that’s a refreshed membership recruitment campaign, resulting in the highest membership in chapter history. Or it’s an innovative competitive event pitch that takes you all the way to the international stage. No matter what the NEXT BIG THING looks like for your members, DECA advisors have access to exclusive resources designed to help them succeed. DECA’s Comprehensive Learning Program equips members with workplace-ready skills through engaging classroom experiences that connect learning, business and competition. The annual DECA Guide is your roadmap for making this school year your chapter’s NEXT BIG THING. Explore chapter strategy ideas, advisor resources, learning programs, competitive event guidelines and more — all designed to help your members grow as emerging leaders and future professionals. From this school year to their future careers, DECA provides the tools to help members achieve what’s next. On behalf of the DECA staff, thank you for your continued dedication to helping members discover, pursue and achieve their NEXT BIG THING.

FRANK PETERSON, CAE EXECUTIVE DIRECTOR DECA Inc.

DECA GUIDE | 2026–2027 | VOLUME 58, ISSUE 1 The DECA Guide is published annually by DECA Inc. for the exclusive use of its members and advisors. 1908 Association Drive | Reston, VA | 20191-1594 703.860.5000 | deca.org | info@deca.org | Copyright © 2026, DECA Inc. All rights reserved. NON-DISCRIMINATION POLICY: DECA Inc. is committed to creating and maintaining a healthy and respectful environment for all of our emerging leaders and entrepreneurs. Our philosophy is to ensure all members, regardless of race, color, religion, sex, national origin, age, disability, sexual orientation, or socio-economic status are treated equally and respectfully. Any behavior in the form of discrimination, harassment, or bullying will not be tolerated. It is the responsibility of all members to uphold and contribute to this climate.

DECA GUIDE 2026-27 | 1

DECA PREPARES THE NEXT GENERATION TO BE 2 | DECA GUIDE 2026-27

2026-2027

DECA CONNECTS

Educational Initiatives

ADVISOR RESOURCES

Advisor Professional Learning

DECA Glossary

Integrate Competitive Events

CHAPTER STRATEGY

Calendar of Events

NEXT BIG THING

Chapter Campaigns

Emerging Leader Series

Scholarships + Recognition

COMPREHENSIVE LEARNING PROGRAM

Challenges

School-based Enterprises

Educational Conferences

Competitive Events Overview

Competitive Events Guidelines

DECA’s COMPREHENSIVE LEARNING PROGRAM DECA GUIDE 2026-27 | 3

EDUCATIONAL PROGRAM UPDATES The following changes to DECA’s Educational Program are effective for the 2026-2027 school year. CHAPTER CAMPAIGNS The use of Adobe Express as part of the chapter campaigns submissions is required. For the promotional campaign, Adobe Express must be used for one outreach activity. For the community service campaign, Adobe Express must be used for the form of publicity or promotion. Adobe Express for Education is available to all DECA chapters. COMPETITIVE EVENTS After a three-year project, the evaluation forms for all competitive events in DECA’s Competitive Events Program have been updated. As a result, outlines for Prepared Events have also been updated. •

New Evaluation Levels have been defined to provide more guidance to volunteer judges, and the exemplary score sets the standard. See pages 40-41.

•

Career Competencies are now being evaluated in place of 21st Century Skills to align with Advance CTE’s Career Ready Practices.

•

Team Decision Making Event case studies will only include five performance indicators.

•

Prepared Events with a written entry are now weighted 50% for the written entry and 50% for the presentation.

•

Presentation Evaluation Forms now include a standardized section on presentation technique.

SCHOOL-BASED ENTERPRISES A non-refundable $25 application fee is required for each submission to the School-based Enterprise Certification Program. Following online submission, an invoice will be automatically generated and emailed to the chapter advisor. Payment must be received to complete the Gold Certification or Gold Re-certification process. The fee supports the review of the increasing number of annual submissions, contributes to the cost of plaques and medallions awarded to certified SBEs and ensures program sustainability.

COMPETITIVE EVENTS QUESTIONS Debbie Taylor Director of Programs debbie@deca.org (703) 860-5000 4 | DECA GUIDE 2026-27

DECA CONNECTS DECA is an integral component of a program of courses within the marketing, business management, finance, and hospitality and tourism career clusters, as well as entrepreneurship and personal financial literacy.

DECA GUIDE 2026-27 | 5

CONNECTS The DECA experience starts in the classroom where students learn business concepts in preparation for college and careers. A powerful instructional component, DECA brings the classroom to life by empowering teacher-advisors to make learning relevant with educational programs that integrate into classroom instruction, apply learning, connect to business and promote competition. The successful integration of each of these four interconnected components, also part of DECA’s guiding principles, results in a strong program that produces college and career ready students.

INTEGRATES INTO CLASSROOM INSTRUCTION

APPLIES LEARNING

An integral component of classroom instruction, DECA’s Comprehensive

based activities that require creative solutions with practical outcomes.

Learning Program provides authentic, experiential learning methods to prepare members for college and careers.

DECA members put their knowledge into action through rigorous project-

As members learn curriculum concepts, DECA’s Comprehensive Learning Program encourages members to apply their learning to realistic, relevant

When integrated into the classroom, DECA activities support the

business settings. DECA members solve complex challenges and make all

knowledge and skill statements in the National Career Clusters®

decisions and recommendations in an authentic business context.

Framework that is stewarded by Advance CTE. It begins with six Cluster Groupings, large purpose-driven meta-sectors that guide learners toward 14 Career Clusters aligned with their interests and sense of purpose.

DECA’s Comprehensive Learning Program also facilitates the development of career competencies.

CONNECTS TO BUSINESS

PROMOTES COMPETITION

Partnerships with businesses at the local, state and national levels provide

As emerging leaders in the global economy, DECA members are inspired

DECA members with realistic industry insights and create meaningful,

by competition to excel, challenge themselves and continuously improve

relevant learning experiences

their performance.

DECA promotes engagement with business professionals through

DECA’s Comprehensive Learning Program provides opportunities for

activities such as competitive events coaching, mentoring, guest

recognizing members for their mastery of content knowledge and

speakers, internships and more. Business professionals are a

significant contributions to their learning. Whether the recognition is

knowledgeable source of industry trends and best practices that can

for self-improvement or a competitive achievement, DECA encourages

support classroom instruction and applied learning through DECA

members to develop knowledge and skills to become emerging leaders.

activities.

6 | DECA GUIDE 2026-27

SUPPORTS EDUCATIONAL INITIATIVES DECA continues to be a leader in supporting key educational initiatives through its comprehensive learning program, which directly supports Career Clusters®, National Curriculum Standards, career competencies, project-based learning and financial literacy.

NATIONAL CURRICULUM STANDARDS

CAREER COMPETENCIES SKILLS GAP

Reinforce career and academic standards identified by business and industry

50% of graduates are not considered workforce ready by hiring managers

ENTREPRENEURIAL MINDSET

FINANCIAL LITERACY

33% of employers are seeking entrepreneurship skills in new hires

75% of students graduate unprepared to manage finances

PROJECT MANAGEMENT

TEACHER RECRUITMENT, ENGAGEMENT + RETENTION

97% of organizations believe project management is critical to business performance and success

81% of DECA advisors say that DECA makes teaching more meaningful and engaging

DECA GUIDE 2026-27 | 7

8 | DECA GUIDE 2026-27

ADVISOR RESOURCES As a chapter advisor, DECA provides you with a powerful array of tools and resources to integrate into classroom instruction and bring your classroom to life as you prepare members for college and careers. The most successful teachers and DECA advisors take advantage of DECA’s instructional activities by using them in class to apply learning, connect to business and promote competition — a key motivator for members.

DECA GUIDE 2026-27 | 9

ADVISOR RESOURCES

DECA enriches teaching and learning by providing cuttingedge resources ready to integrate into classroom instruction. Explore the full library in DECA’s Advisor Resource Center.

deca.org/resources

BECOME A DECA INSIDER DECA DIRECT WEEKLY Delivered directly to your inbox each Tuesday, DECA Direct Weekly emails inform chapter advisors of the latest DECA happenings and share articles on classroom and chapter strategies. ■ decadirect.org

CLASSROOM RESOURCES

CHAPTER STRATEGY

Integrate DECA into your classroom instruction. Use the resource center to identify activities from DECA’s Comprehensive Learning Program, and implement them as authentic learning experiences to help DECA members develop and apply skills outlined in your curriculum.

Develop a thriving local DECA chapter. DECA’s chapter strategy provides the framework and resources to develop a chapter in a business-like context, helping members apply learning.

ADVISOR PROFESSIONAL LEARNING Sharpen your skills as an educator and DECA advisor with on-demand learning and in-person events throughout the year. DECA’s Professional Learning Series offers an opportunity for chapter advisors to enhance teaching, improve performance and integrate DECA into the classroom.

CLASSROOM HUB Use DECA’s Advisor Hub to explore ideas and suggested monthly activities, view upcoming events, find resources, discover professional learning opportunities and more. ■ deca.org/classroom

10 | DECA GUIDE 2026-27

CLASSROOM CONNECTION Delivered to your inbox on select Thursdays, emails feature a lesson plan or activity easily implemented into classroom instruction. Content may include a video presentation, digital article, online activity or more. Each email is connected to National Curriculum Standards. ■ deca.org/classroomconnection

GLOSSARY BUSINESS ADMINISTRATION CORE

DECA

The foundational knowledge and skills that are part of National Curriculum Standards.

DECA prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management in high schools and colleges around the globe. DECA is not an acronym.

CAREER AND TECHNICAL EDUCATION (CTE) An instructional program that is delivered through comprehensive programs of study to help students succeed in education and careers.

DECA INC.

CAREER AND TECHNICAL STUDENT ORGANIZATION (CTSO)

DECA MEMBER

The legal identity of the adult group responsible for the student programs of DECA.

DECA is one of eight CTSOs recognized by Congress and the United States Department of Education.

A high school or college student with career interests in marketing, finance, hospitality and management. DECA members hold membership at the local, association and DECA Inc. levels.

CAREER CLUSTERS

DECA PERFORMANCE REPORT

An initiative by Advance CTE: State Leaders Connecting Learning to Work, Career Clusters provide a way for schools to organize instruction and student experiences around 14 clusters and 72 sub-clusters. The four Career Clusters directly relating to DECA are marketing and sales, management and entrepreneurship, financial services, and hospitality, events and tourism.

CAREER DEVELOPMENT CONFERENCE (CDC) These conferences provide a venue for DECA’s Competitive Events Program as well as additional career and leadership development programs.

CAREER PATHWAY Occupations within a Career Cluster are grouped according to shared commonalities such as knowledge and skill sets or common roles.

CHAPTER Any unit within a school, chartered by an association, consisting of individual DECA members and at least one advisor.

CHAPTER ADVISOR The adult charged with the responsibility of providing guidance and counsel for managing and operating the chapter.

CHARTERED ASSOCIATION Chartered by DECA Inc., these organizations have the authority to operate DECA programs and manage chapters in a geographical region — usually a state, province or territory.

COLLEGIATE DECA

A document that shows evidence of learning based upon performance in the competitive events program at the International Career Development Conference.

DECA’S PREMIER BUSINESS PARTNERS DECA’s Premier Partners are comprised of a variety of businesses, foundations, associations, colleges and universities. This group of partners is dedicated to providing the resources, opportunities, insight and expertise to continue enhancing the DECA experience for all members.

INSTRUCTIONAL AREA Performance indicators are grouped by similar knowledge and skills known as an instructional area.

INTERNATIONAL CAREER DEVELOPMENT CONFERENCE (ICDC) This is the pinnacle event of the year for more than 25,000 high school students, advisors, businesspeople and alumni. More than 15,000 competitors vie for the title of international champion in DECA’s Competitive Events Program. DECA members not competing may participate in DECA’s Emerging Leader Series, designed to equip them to be successful leaders and to obtain success in their college and career pursuits.

NATIONAL CURRICULUM STANDARDS Specific academic and technical content within a Career Cluster developed through a project led by Advance CTE: State Leaders Connecting Learning to Work.

The postsecondary division of DECA.

PERFORMANCE INDICATOR (PI)

COMPETITIVE EVENT

A specific work-based action — either knowledge or skills — categorized by instructional area and used in DECA’s Competitive Events Program.

A specific industry-validated competition that may involve a combination of an exam, role-play, presentation or simulation in which DECA members compete among individuals and/or teams to demonstrate their knowledge and skills.

COMPREHENSIVE LEARNING PROGRAM DECA’s learning programs that integrate into classroom instruction, apply learning, connect to business and promote competition.

CONFERENCES The official term for district, association or international meetings of DECA.

SCHOOL-BASED ENTERPRISE (SBE) An entrepreneurial operation managed by members as a handson learning laboratory used to supplement, reinforce and enhance the knowledge and skills required for careers in marketing, finance, hospitality and management.

SHOP DECA The official source for DECA-related products, apparel and curriculum materials. DECA Inc. operates Shop DECA from DECA headquarters in Reston, VA.

DECA GUIDE 2026-27 | 11

INTEGRATE DECA’S COMPETITIVE EVENTS INTO YOUR CLASSROOM With its connection to National Curriculum Standards, DECA’s Competitive Events Program is designed to be integrated into classroom instruction to help members apply learning and connect to business.

PREPARED EVENTS DECA’s prepared events increase relevance of learning by providing practical experiences for students. They also provide rigor by requiring high-level critical thinking and problem solving skills. Through the prepared entry and presentation, students also develop both academic skills and career competencies. Many DECA advisors use prepared events to facilitate learning through a classroom project that can then become a DECA prepared entry. For example, advisors have used the Business Operations Research Events as a major project in an advanced business or marketing class or the Integrated Marketing Campaign Events when teaching marketing communications. Here are some suggestions for integrating DECA’s prepared events into classroom instruction: •

Introduce the project early in the semester and make the final product due at the end of the semester. Match the event’s objectives with course competencies (performance indicators) and the appropriate section of the prepared entry.

•

Design the development of the prepared entry into micro learning activities, with timelines, that align with daily lessons, rather than just giving students a set of competitive event guidelines. Together, these assignments can then be developed into the prepared entry.

•

Provide students with feedback at each critical point or section during the project by developing more specific grading rubrics corresponding to each section of the project. This feedback will help students improve their project as they move forward and prepare their final prepared entry.

12 | DECA GUIDE 2026-27

ROLE-PLAYS AND CASE STUDIES As teaching tools, DECA’s role-plays and case studies provide relevant, meaningful problems for students to solve, while providing a standards-based evaluation. They also increase rigor of the instruction, result in evidence of student learning and expose students to DECA – all as part of classroom instruction. Here are a few steps:

STEP 1: FAMILIARIZE YOURSELF WITH EVENT GUIDELINES AND PERFORMANCE INDICATORS. Use the DECA Guide to familiarize yourself with event guidelines that explain how each competitive event will operate – time limits, exam specifications, interactions with a judge, etc. Role-plays and case studies are developed using performance indicators – key concepts from national curriculum standards that students should learn during the school year. DECA uses seven lists of performance indicators – business administration core, business management and administration, entrepreneurship, finance, hospitality and tourism, marketing, and personal financial literacy. Each performance indicator list is arranged by instructional areas to assist advisors with planning units of instruction. Advisors teaching accounting courses, for example, can use the Finance Career Cluster performance indicator list to plan their curriculum while advisors teaching marketing courses can use the Marketing Career Cluster performance indicator list.

STEP 2: UNDERSTAND HOW ROLE-PLAYS AND CASE STUDIES ARE DESIGNED. The career cluster and primary instructional area for role-plays and case studies are identified at the top of the first page of the event. Role-plays used for DECA’s Principles of Business Administration Events measure four performance indicators from the business administration core. Case studies used for DECA’s Team Decision Making Events measure five performance indicators with three of the five performance indicators selected from the case study’s instructional area. Therefore, if the event situation is asking the participant to develop a promotion plan, most of the performance indicators will be from the promotion instructional area. Role-plays used for DECA’s Individual Series Events measure five performance indicators. Usually, at least three of the five performance indicators have been selected from the event

situation’s instructional area. The career pathway is also identified on the role-play, which may include performance indicators from that specific pathway as well. Role-plays used for DECA’s Personal Financial Literacy Event measure three performance indicators from the National Standards for Personal Financial Education, developed by the Council for Economic Education and the Jump$tart Coalition for Personal Financial Literacy.

STEP 3: START ORGANIZING SAMPLE EVENTS. Each year, DECA posts sample role-plays and case studies on deca.org/advisors. Shop DECA also sells previously used events each year through a DECA+ subscription. Gather these samples and begin to categorize them by instructional area.

STEP 4: USE SAMPLE EVENTS AS A CLASSROOM ACTIVITY. As you teach different instructional areas during the year, use corresponding role-plays and case studies as learning tools. While the traditional competitive event setting requires interaction with judges, many advisors have used role-plays and case studies as: • warm-up activities at the beginning of classes. • writing exercises that require students to write their ideas for solving the problem presented in the role-play or case study. • public speaking exercises that require students to deliver an oral report or recorded video that presents their ideas for solving the problem presented in the role-play or case study. • assessment tools in lieu of a multiple-choice quiz/test. Since the evaluation form for each role-play and case study assesses the performance indicators, you are assessing students’ performance according to national curriculum standards which are industry validated and aligned to career clusters.

ADDITIONAL RESOURCES Event guidelines, performance indicator lists, sample events and sample exam questions are available at www.deca.org/compete. A Case Study of the Week is available at www.decadirect.org/category/case-study-of-the-week. Sample role-play presentations can also be viewed at www.deca.org/advisors. Advisors may wish to show these videos and ask students to evaluate the presentations using the evaluation forms. Shop DECA sells annual subscriptions to DECA+ to assist chapters with career exploration and competition preparation. Learn more on page 120 or visit www.decaplus.org.

DECA GUIDE 2026-27 | 13

YOUR ULTIMATE MEMBER HUB

Your go-to source for the latest DECA news, tips and ideas to fuel your membership

CAREER INSIGHTS

CHAPTER STRATEGY

COLLEGE SUCCESS

CONFERENCES + EVENTS

COMPETITION TIPS + TRICKS

decadirect.org 14 | DECA GUIDE 2026-27

MEMBER SPOTLIGHTS

LEADERSHIP ADVICE

PARTNER NEWS + OFFERS

CHAPTER STRATEGY Effective DECA advisors use strategy to develop an intentional plan to create a strong DECA chapter. DECA’s Chapter Strategy provides the framework and resources to develop your chapter in a business-like context, helping your members apply learning. Think of your DECA chapter as a small business or corporation—complete with a leadership team, goals, a program of leadership and project management techniques, all supporting DECA’s mission.

DECA GUIDE 2026-27 | 15

nurturing un

minds

conventional

A College of Business and Technology, Art and Design of the State University of New York Business programs ranging from Production Management to Advertising and Marketing Communications to Entrepreneurship for the Fashion and Design Industries Nearly 50 programs to select from, blended with a rigorous liberal arts foundation, real-world curriculum, and career-based internships Live on campus and study in the heart of New York City Choose from 60+ student clubs and a wide range of athletics Join a community that fosters collaboration, a global perspective, and innovation

For more information, visit fitnyc.edu/deca 16 | DECA GUIDE 2026-27

CHAPTER STRATEGY

DECA’s Chapter Strategy provides the framework and resources to develop a chapter in a businesslike context, helping members apply learning. These tools and resources assist the chapter advisor and chapter leaders in developing a high-performing chapter in the areas of brand and promotion, membership recruitment, communications, community engagement and service, leadership development, fundraising and member recognition.

CHAPTER CAMPAIGNS

EMERGING LEADER SERIES

RECOGNITION

Engage your members in DECA activities throughout the year using DECA’s Chapter Campaigns as your guide. These campaigns are perfect for developing your chapter’s program of leadership and allow your chapter to gain the recognition it deserves. DECA offers five unique campaigns that will help grow your chapter and build lasting partnerships within your school and community, all with great rewards.

The DECA Emerging Leader Series empowers DECA members to provide effective leadership through goal setting, consensus building and project implementation. Aligned with career ready practices in the areas of critical thinking and problem solving, communication, collaboration, and creativity and innovation, DECA’s Emerging Leader Series prepares DECA members to be effective leaders in college and careers. In addition to online modules, five academies are available annually at the International Career Development Conference (ICDC). Two academies, Elevate and Empower, are available annually at the Emerging Leader Summit (ELS).

Through a variety of recognition programs, DECA acknowledges members who are academically prepared, community-oriented, professionally responsible and experienced leaders.

■ deca.org/campaigns

DECA DIRECT ONLINE DECA Direct Online is the one-stop location for news, tips and resources for members and advisors, making it an exceptional member benefit. The resource includes information on career insights, chapter strategy, college success, conferences, competition tips, member spotlights, leadership advice, partner opportunities and more. ■ decadirect.org

■ deca.org/emergingleaders

■ deca.org/honoraward

SCHOLARSHIPS DECA’s scholarship program provides more than $200,000 in scholarships to DECA members each year. Many corporate partners provide scholarships through the DECA scholarship program. DECA Inc. administers the program based on guidelines set by the donor. DECA scholarships are strictly meritbased. ■ deca.org/scholarships

PARTNERSHIPS DECA’s network of more than 50 partners provides members with access to scholarships, classroom presentations, career guidance, internships, workbased learning experiences, and community service opportunities. These partners provide visibility and support to DECA’s mission. ■ deca.org/partners DECA GUIDE 2026-27 | 17

“

A course like AP Business with Personal Finance is not only going to help bridge the skills gap in the labor market but will also help students really understand their personal

”

impact on our economy. JASON REINHARDT, CTE TEACHER

CATALINA FOOTHILLS HIGH SCHOOL, ARIZONA

Build Financially Smart, Business-Savvy Leaders Explore the new career-connected AP course that helps students understand business and make confident financial decisions, AP Business with Personal Finance.

Fits into existing CTE programs of study or as a standalone course

Engages students with real-world financial scenarios

Helps students earn college credit and an employer-endorsed credential

18 | DECA GUIDE 2026-27

DATES + DEADLINES AUGUST

2026-2027 JANUARY

10-9.18

Piper Sandler Taking Stock with Teens Fall Survey

Student Scholarship Applications Due

10-11

New Advisor Basic Training

12-22

Virtual Business Challenge Round 2

School-based Enterprise Certification Due

Advisor Scholarship Applications Due

27-31

Sports + Entertainment Marketing Conference

deca.org/teensurvey

Virtual | deca.org/basictraining

SEPTEMBER

deca.org/scholarships deca.org/compete deca.org/sbe

deca.org/advisorapplications

Stock Market Game Begins

District-Level Instructional Areas Announced

28-10.2

School-based Enterprise Week

FEBRUARY

Virtual Business Challenge Registration Begins

Emerging Leader Honor Award Applications Open

Activate Your Chapter Incentive Deadline

ICDC Competitors’ Final Membership Eligibility

deca.org/compete

Orlando, FL | deca.org/sem

decadirect.org

deca.org/sbeweek

deca.org/compete deca.org/register

#CTEMONTH

deca.org/honoraward deca.org/register

MARCH

OCTOBER 13-23

Virtual Business Challenge Round 1

Advocacy Campaign Due

The Ultimate DECA Power Trip Registration Due

Executive Officer Candidate Applications Due

15-18

DECA AMPED Advisor Professional Learning Conference

ICDC Registration + Hotel Rooming List/Deposit Due From Chartered Associations

ICDC Blazer Order Deadline

ICDC-Qualifying Prepared Upload Submissions Opens

ICDC-Qualifying Prepared Upload Submissions Due

Emerging Leader Honor Award Nominations Due

deca.org/compete deca.org/power

Boston, MA | deca.org/amped

NOVEMBER 15

#DECAMONTH

Honorary Life Membership + Outstanding Service Award Application Packets Due deca.org/professionalawards

Initial Membership Dues Deadline

16-22

Global Entrepreneurship Week

20-22

The Ultimate DECA Power Trip

deca.org/campaigns deca.org/officers

shopdeca.org

deca.org/icdc deca.org/icdc

deca.org/honoraward

deca.org/register

genglobal.org/gew

Louisville, KY | deca.org/power

APRIL 17-20

DECA International Career Development Conference Anaheim, CA | deca.org/icdc

DECEMBER 1

DECA Chapter Campaigns + Membership Campaign Due deca.org/campaigns

School-based Enterprise Certification Opens

Sports + Entertainment Marketing Conference Registration Due

deca.org/sbe

deca.org/sem

2-5

ACTE CareerTech Vision

Stock Market Game Ends

New Orleans, LA | careertechvision.com deca.org/compete

DECA GUIDE 2026-27 | 19

The NEXT BIG THING is not just about what’s coming - it’s about who will create it. Every breakthrough, innovation and movement starts with someone bold enough to pursue it. This year, DECA challenges its members to look beyond what exists today and focus on what’s possible tomorrow. The NEXT BIG THING is already taking shape in the minds of DECA members across the globe. From innovative chapter campaign ideas and new ways to conquer DECA’s Competitive Events Program, to discovering your leadership potential and implementing new strategies to your School-based Enterprise, DECA members are ready to turn possibilities into progress. Get connected with @decainc. Visit deca.org/brand to download theme artwork and recruitment resources. 20 | DECA GUIDE 2026-27

What’s your NEXT BIG THING?

CHAPTER CAMPAIGNS deca.org/campaigns

CELEBRATE #DECAMONTH IN NOVEMBER

DEADLINE 12.1.26

MEMBERSHIP

Earn ACHIEVEMENT LEVEL by meeting the requirements in any one of the categories (students, alumni or professionals) of the Membership Campaign and receive a pennant and certificate.

Guide your membership efforts by meeting these goals.

MORE STUDENTS THAN LAST YEAR

ALUMNI

PROFESSIONALS

PROMOTIONAL

Conduct these promotional activities from the beginning of your school year through DECA Month.

SCHOOL OUTREACH ACTIVITIES

SUCCESS STORIES OF ALUMNI

COMMUNITY OUTREACH ACTIVITIES

MUST BE USED IN THE CREATION OF ONE OUTREACH ACTIVITY.

COMMUNITY SERVICE

Conduct a community service activity from the beginning of your school year through DECA Month.

OR MORE COMMUNITY SERVICE ACTIVITIES

OR MORE PARTICIPATION OF YOUR DECA MEMBERS

Conduct these innovations and entrepreneurship activities from the beginning of your school year through DECA Month.

INTERVIEWS AND PROFILES OF LOCAL BUSINESSES

Earn ACHIEVEMENT LEVEL by meeting the requirements in any one of the DECA Month Chapter Campaigns (Promotional Campaign, Community Service Campaign or Innovations and Entrepreneurship Campaign) and receive a pennant and certificate. Earn THRIVE LEVEL by meeting all the requirements in any two of the DECA Month Chapter Campaigns (Promotional Campaign, Community Service Campaign or Innovations and Entrepreneurship Campaign) and receive a pennant, plaque, flag and two allocations to attend the Thrive Academy at ICDC!

LEARN MORE AND DOWNLOAD THE CAMPAIGN GUIDEBOOK

LOCAL ENTREPRENEUR GUEST SPEAKER

ADVOCACY

DEADLINE 3.1.27 Meet the requirements in the Advocacy Campaign during February and receive a pennant, special plaque from DECA and a letter of recognition sent to your school administrator and government officials.

Advocate during Career and Technical Education Month® in February.

SCHOOL OUTREACH ACTIVITIES

DEADLINE 12.1.26

FORM OF PUBLICITY OR PROMOTION USING

INNOVATIONS + ENTREPRENEURSHIP

INNOVATIONS ACTIVITY WITH 75% PARTICIPATION

Earn THRIVE LEVEL by meeting the requirements in any two of the categories of the Membership Campaign and receive a pennant, plaque, flag and two allocations to attend the Thrive Academy at ICDC!

PUBLIC POLICY MAKERS OUTREACH

COMMUNITY OUTREACH ACTIVITIES

EligibilityEligibility to attendto ICDC attend is determined ICDC is determined by the chartered by the chartered associations, associations, based onbased their policies. on theirChapters policies. Chapters should consult shouldwith consult theirwith association their association advisor for advisor eligibility for eligibility guidelines. guidelines. | 21 DECA GUIDE 2026-27

ELEVATE

DECA’s Chapter Strategy provides the framework and resources to develop a chapter in a business-like context, helping members apply learning. DECA’s Elevate modules are designed to showcase the core elements of a high-performing DECA chapter and to provide DECA advisors with resources to prepare emerging chapter leaders. ■ deca.org/elevate

DECA LEADERSHIP STYLES Begin your rise as an emerging leader by understanding your leadership style. This tool will help you understand your style and the styles of your fellow leaders so collectively you can make greater contributions, recognize how to leverage the leadership of others and work cooperatively to positively influence people and situations to achieve value and growth.

DECA LEADERSHIP TEAM Learn how to build a leadership team that motivates your chapter members. DECA’s mission-based leadership positions reflect a corporate leadership structure. The positions are aligned with the DECA mission to ensure that each aspect of the mission is represented with great leadership.

DECA CHAPTER STRATEGY Learn the essentials of an effective chapter strategy. Determine DECA Goals, develop a Program of Leadership and plan and execute EPIC DECA Projects.

DECA LEADERSHIP TOOLS Great leaders need great tools to elevate their chapter. Learn how to keep yourself and your team productive and on the rise.

22 | DECA GUIDE 2025-26

EMERGING LEADER SERIES

DECA’s Emerging Leader Series is designed to empower DECA members to provide effective leadership through goal setting, consensus building and project implementation. Aligned with career ready practices in the areas of critical thinking and problem solving, communication and collaboration, and creativity and innovation, DECA’s Emerging Leader Series prepares members to be effective leaders in college and careers. All of these academies are available during the DECA International Career Development Conference. Elevate and Empower are also available at the DECA Emerging Leader Summit.

IGNITE

ELEVATE

ULTIMATE MEMBER

ULTIMATE CHAPTER LEADER

Ignite your spark for DECA! As an emerging leader, you have great potential to take advantage of all that DECA offers. Now’s your time to gain an edge as you learn how you can take your personal DECA experience to the next level and ignite your passion for DECA.

Elevate your leadership in DECA by becoming the ultimate DECA chapter leader! Discover your personal leadership style and how you can take your chapter to the next level. Elevate your DECA status from member to chapter leader.

EMPOWER ULTIMATE ASSOCIATION OFFICER As a DECA association officer, one of your responsibilities is to empower the members you serve. Learn how to effectively perform your role as an association leader, design an effective strategic plan and employ empowering communications strategies and methods.

ASPIRE

THRIVE

ULTIMATE GRADUATE

ULTIMATE CHAPTER

As you soon graduate, the sky is the limit for your aspirations. Do you know what to expect in college or how to be successful in your career? Learn how to leverage your DECA experience to your advantage in college, interviews and internships. Aspire to get on the fast track to college and career success.

Now it’s time to thrive with other high performing chapters and continue to develop your toolbox of collaboration, communication, critical thinking and creativity skills.

Participation in DECA’s Emerging Leader Series at ICDC is the primary conference activity for members, except for Empower. Empower is limited to chartered association officers, who may also participate in DECA’s Competitive Events Program. Register through your chartered association advisor using the name of the academy.

BUILD SKILLS. EARN CREDENTIALS. EXPLORE CAREERS.

Free Career-Ready Learning with IBM SkillsBuild Access classroomready resources and learning modules Integrate digital credentials into your curriculum and DECA chapter activities Support students’ college, career, and workforce readiness goals Participate in free professional development opportunities focused on emerging technologies and future workforce skills

Qualify for advisor recognition, incentives, and exclusive engagement opportunities throughout the year. 24 | DECA GUIDE 2026-27

EMERGING LEADER HONOR AWARD The DECA Emerging Leader Honor Award recognizes DECA members for being academically prepared, community oriented, professionally responsible and experienced leaders through their participation in DECA.

QUALIFICATIONS To receive the DECA Emerging Leader Honor Award a student must: 1. Be a DECA member at the local, chartered association and DECA Inc. levels. 2. Be a senior. 3. Have an overall cumulative grade point average of at least 3.2 for the seven previous semesters (with 4.0 being equal to an A). 4. Complete one course in any one of the following areas: Marketing, Business Management & Administration, Entrepreneurship, Finance, or Hospitality and Tourism. 5. Participate in at least three of the areas listed under Community Oriented, Professionally Responsible and Experienced Leader on the online application.

SCHOLARSHIP PROGRAM

PROCEDURES • Nominations must be submitted online between February 1 and March 31, 2027.

DECA’s scholarship program provides over $200,000 in scholarships to DECA members.

• Certificates may be downloaded with suggestions for appropriate presentation.

Many corporate partners of DECA provide scholarships through the DECA Scholarship Program. DECA Inc. administers the program based on guidelines set by the donor. DECA scholarships are strictly merit-based.

• Recipients will be recognized on decadirect.org. • Visit deca.org/honoraward for complete details.

Completed scholarship applications are due by January 11, 2027. Visit deca.org/scholarships to learn more and apply. DECA GUIDE 2026-27 | 25

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COMPREHENSIVE LEARNING PROGRAM DECA’s Comprehensive Learning Program offers exciting opportunities for classroom activities that connect your instruction to college and careers. DECA’s activities naturally support programs of study in the career clusters of marketing, business management, finance and hospitality, giving you tools and resources to incorporate DECA into your curriculum and courses.

DECA GUIDE 2026-27 | 27

COMPREHENSIVE LEARNING PROGRAM

DECA’s Comprehensive Learning Program enhances the possibility for a greater range of student cognitive abilities to be developed. When using program components as application or extended learning activities, student members are rigorously engaged in relevant exercises that develop problem solving and comprehension skills that are essential for college and careers. DECA’s Comprehensive Learning Program supports the development of career competencies.

CHALLENGES DECA and its corporate partners have teamed up to provide classroom activities that challenge members to apply learning in relevant ways. These highly engaging, relevant activities encourage creativity and innovation and allow your members to experience competition from their seats in your classroom. ■ deca.org/challenges

COMPETITIVE EVENTS PROGRAM DECA’s Competitive Events Program is an incredible tool for your curriculum. As an integral part of the classroom, DECA’s industry-validated competitive events are aligned with National Curriculum Standards. The potential for travel, recognition and awards for learning classroom content is a tremendous motivator — not to mention the scholarships and cash awards recognizing DECA members for outstanding achievement. ■ deca.org/compete

EDUCATIONAL CONFERENCES DECA conferences are targeted, highly-focused learning experiences for members and advisors. They bring members into the larger DECA community while providing unique opportunities to extend classroom learning. Each of DECA’s conferences connects with corporate professionals to engage members in learning industryrelated trends and content. Conferences take place at the local, association and DECA Inc. levels. ■ deca.org/conferences

SCHOOL-BASED ENTERPRISES A school-based enterprise (SBE) is an entrepreneurial operation in a school setting that provides goods/services to meet the needs of the market. SBEs are managed and operated by students as hands-on learning laboratories that integrate National Curriculum Standards in marketing, finance, hospitality or management. SBEs provide realistic and practical learning experiences that reinforce classroom instruction. DECA provides a rigorous certification program and access to best practices and vendors. ■ deca.org/sbe

28 | DECA GUIDE 2026-27

CHALLENGES

Visit www.deca.org/challenges to learn more.

Please consult each challenge’s guidelines for specific information.

DECA’s Challenges provide members with opportunities to demonstrate the knowledge and skills learned in the classroom through innovative challenges in partnership with several corporate partners. Each challenge has a unique focus and a specific set of required tasks and timelines. The top performers will receive recognition on stage at the DECA International Career Development Conference (ICDC) with approval from the chartered association advisor.

DECA at the Bell Challenge Write and produce your very own episode of DECA at the Bell. Creativity is encouraged; what matters most is the ability to engage the audience while connecting something in the world of business to the world of DECA. The topic/theme of the 2026 challenge is Positioning. Submissions due by: October 30

Elements • •

Script Up to 3:30-Minute Video

2-4 Members

Social Influence in the Real-World Challenge Social influence tactics are persuasive strategies used by communication experts in marketing, advertising, and negotiation to effectively shape behavior and decision-making in various real-world situations. Each of these tactics demonstrates the power of strategic communication in influencing choices and behavior, highlighting their relevance in marketing, negotiation, and interpersonal relationships. This challenge is the perfect opportunity to develop and apply your knowledge on these fascinating topics that are relevant to nearly every dimension of our daily lives. Submissions due by: November 30

Elements • 3-5 Minute Video • Mock-up Ads: Billboard or Video Format

2-3 Members

DECA GUIDE 2026-27 | 29

Social Media Marketing Simternship™ Challenge Take charge of a dynamic simulated company, strategically allocating your ad budget to maximize revenue. Craft captivating content, engage target audiences and analyze your metrics across simulation rounds. Showcase your social media marketing skills in this exciting challenge. October 14 - December 1

Elements •

Virtual Simulation

Individual

Hospitality Sustainability Innovation Challenge Behind the scenes, hotels and resorts are working hard to reduce their environmental footprint. Your task is to select a hospitality brand and design a digital or experiential idea in a manner which encapsulates the hospitality brand’s DNA that immerses guests and encourages them to participate in the hotel/resort’s sustainability efforts. Participants can choose to focus on any aspect of sustainability and any digital medium. Submissions due by: December 11

Elements • •

3-5 Minute Video Digital Assets (Mock-Up)

1-4 Members

Personal Branding Challenge Develop a comprehensive personal brand that includes a logo, résumé and personal vision statement. Create your concept using Adobe Express tools and submit your project components on the template. Submissions due by: December 18

Elements •

Adobe Express Template

Individual

Disability Is Diversity Challenge Create a focused Disability Is Diversity presentation that highlights the obstacles and experiences of navigating an educational environment with differing abilities. Learn firsthand about the barriers encountered by a student with a disability and determine how you can advocate for needed change. Submissions due by: December 18

Elements •

4-Minute Video

1-3 Members

Procurement for the Public Good Challenge Develop a solution to a purchasing, sourcing or an operational challenge impacting a school or community organization. Teams will evaluate options and recommend a strategy that improves value, efficiency, sustainability, innovation or overall impact. Final submissions should demonstrate research, critical thinking and strategic decision-making while addressing real-world organizational needs. Submissions due by: January 8

Elements • •

3–5 Minute Video Evaluation Matrix or Comparison Tool

2-4 Members

Social Impact Leader Challenge Demonstrate your creativity by developing the next breakthrough cause-marketing campaign for the National Pediatric Cancer Foundation (NPCF). Working in teams of up to four members, DECA chapters will create an original, innovative fundraising initiative that incorporates NPCF branding and advances its mission. Campaigns should feature an uplifting, hopeful message that inspires engagement and action, while showcasing strong marketing expertise, entrepreneurial thinking, and business acumen. Submissions due by: January 8 30 | DECA GUIDE 2026-27

1-4 Members

Elements • • •

4-Minute Video Fundraising Campaign Social Media Campaign

The Future of Accounting Challenge In this challenge, teams will act as consultants for the AICPA, a national professional association focused on supporting accounting professionals, and create a student-focused marketing and engagement plan. Participants will develop a strategy for the CPA Pipeline Team to help high school and college students better understand the value of student membership and increase interest in joining AICPA’s student community. Submissions due by: January 11

Elements • •

3-5 Minute Video Financial plan/Budget

2-3 Members

Food Truck Challenge Create a unique food truck concept that meets the needs of a specific target market while effectively utilizing branding, design, and marketing strategies. Submissions due by: January 15

Elements • •

Adobe Express Template Up to 60-Second Video

3-4 Members

Digital Presentation Skills Challenge Demonstrate your digital presentation skills utilizing a Virtual Business simulation in a one-to two-minute digital presentation. The top finalists will deliver a live, digital presentation. Submissions due by: February 1

Elements •

1-2-Minute Presentation

Individual

Insurance Pathways Innovation in Action Challenge You are a young professional launching a new insurance agency and want to build the ultimate team of next gen leaders. Create a business plan introducing the key professionals you would hire, their essential duties to your company’s success and how each role could be appealing to Gen Z. Submissions due by: February 1

Elements • •

3-5-Minute Video Digital Assets (Mock-Up)

2-5 Members

DECA GUIDE 2026-27 | 31

r e y e m k n u p S s i t O & A C DE 7 8 9 1 e c n i S s r e n t r a P n Program has The Otis Spunkmeyer Cookie Oveover 38 years. been your recipe for success for

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BAKES 3 DOZEN 1.33oz COOKIES DIMENSIONS: 36" x 19.5" x 9.5” * Minimum order 3 cases per month.

Order from your DECA foodservice distributor or you can also order from Food Service Direct at the link below and receive special DECA pricing. (No minimum order required. Shipping is discounted after 2+ cases; free over $750!) MEDIUM DISPLAY CASE #813850 14”H x 12.5”W x 13.25” D Food Service Direct

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Contact us at ANA.MEOrders@aspirebakeries.com for details on ordering a FREE oven. 32 | DECA GUIDE 2026-27 The Otis Spunkmeyer Brand is a registered trademark of ASPIRE BAKERIES, LLC. Copyright © 2026 ASPIRE BAKERIES All Rights Reserved

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INDIVIDUAL CERTIFICATION

SCHOOL-BASED ENTERPRISES

DECA members involved in their SBE may pursue an Individual Certification through the successful completion of an online exam. The certification exam consists of 100 multiple-choice questions which cover the same 10 key business operations standards also covered in the chapter certification project. A minimum score of 70% is required to earn individual certification. The $15 exam fee includes an exam transcript with instructional area analysis. Certified students receive a certificate of achievement and recognition via decadirect.org.

CHAPTER CERTIFICATION SBEs may earn chapter certification at three levels: Gold, Silver or Bronze.

A school-based enterprise (SBE) is an entrepreneurial operation in a school setting that provides goods and/or services to meet the needs of the market. SBEs are managed and operated by students as hands-on learning laboratories that integrate National Curriculum Standards in marketing, finance, hospitality and management. SBEs provide realistic and practical learning experiences that reinforce classroom instruction. DECA offers SBE certification on two levels: chapter-level through a written project and individual-level through a comprehensive exam. The certification program reinforces the integration of National Curriculum Standards and career competencies. Standards covered in both the written project and exam include retail, marketing and entrepreneurship concepts, and a range of business operations standards including financial analysis, operations, marketinginformation management, market planning, pricing, distribution/ channel management, product/service management, promotion, selling and human resources management.

GUIDELINES + RESOURCES Visit deca.org/sbe for additional information including: •

Chapter certification guidelines

•

Instructional units that reinforce the topics covered by the SBE certification standards through lesson plans and PowerPoint presentations

•

Individual certification exam guidelines, study guides and registration instructions

Gold Level SBEs may remain certified at the Gold Level for four (4) additional years by meeting the requirements for Gold Recertification. Gold Level and Gold Level Re-certified SBEs may be eligible to participate in the SBE Academy and Competition at the 2027 International Career Development Conference in Anaheim. Bronze and Silver Level SBEs are recognized at the chartered association level. Chapter certification documentation is due by January 14, 2027.

SBE COMPETITION Gold Certified and Re-certified SBEs attending the SBE Academy at DECA’s International Career Development Conference will participate in a competition consisting of an oral presentation judged by business professionals. The topic of competition rotates each year and is based on one of the 10 business standards in the written chapter certification project. This year’s topic is promotion. View competition rules, presentation guidelines and performance indicators at deca.org/sbe.

DECA GUIDE 2026-27 | 33

EDUCATIONAL CONFERENCES

Louisville, KY | November 20-22, 2026

deca.org/power

SPORTS + ENTERTAINMENT MARKETING CONFERENCE Orlando, FL | January 27-31, 2027

deca.org/sem

INTERNATIONAL CAREER DEVELOPMENT CONFERENCE Anaheim, CA | April 17-20, 2027

deca.org/icdc

34 | DECA GUIDE 2026-27

COMPETITIVE EVENTS PROGRAM DECA’s Competitive Events Program directly supports our mission of preparing emerging leaders and entrepreneurs in marketing, finance, hospitality and management. As an integral part of the classroom curriculum, DECA’s industry-validated competitive events apply learning, connect to business and promote competition. DECA’s competitive events directly contribute to every student being college and career ready when they graduate from high school. The program also strongly supports the development of career competencies.

DECA GUIDE 2026-27 | 35

MARKETING nt me e g ing n a a l Se l l a M n g sio n s i t fe ke Pro r a M g• • in s is d n

ent gem ana M n ement nag tio a a M m ice or v f r e In g- ct/S g it n du llin ro Se • n

Chann el M ana Market ge Plan me nin g • nt • Pr M a ici ng rke Pr om • P ot io

Mar ke Mark etin ting C gR ese omm arc un h • M i ca er tion ch a

Apparel and Accessories Marketing Series AAM Automotive Services Marketing Series ASM Business Services Marketing Series BSM Buying and Merchandising Operations Research BMOR Buying and Merchandising Team Decision Making BTDM Food Marketing Series FMS Integrated Marketing Campaign–Event IMCE Integrated Marketing Campaign–Product IMCP Integrated Marketing Campaign–Service IMCS Marketing Communications Series MCS Marketing Management Team Decision Making MTDM Principles of Marketing PMK Professional Selling PSE Retail Merchandising Series RMS Sports and Entertainment Marketing Series SEM Sports and Entertainment Marketing Operations Research SEOR Sports and Entertainment Marketing Team Decision Making STDM Virtual Business Challenge–Fashion VBCFA Virtual Business Challenge–Retail VBCRT Virtual Business Challenge–Sports VBCSP

Business Law Communication Skills

36 | DECA GUIDE 2026-27

Entrepreneurship Financial Analysis

HOSPITALITY + TOURISM

sta Ev ur en a n tM tM a a na na ge g e m e

Hospitality and Tourism Operations Research HTOR Hospitality and Tourism Professional Selling HTPS Hospitality Services Team Decision Making HTDM Hotel and Lodging Management Series HLM Principles of Hospitality and Tourism PHT Quick Serve Restaurant Management Series QSRM Restaurant and Food Service Management Series RFSM Travel and Tourism Team Decision Making TTDM Virtual Business Challenge–Hotel Management VBCHM Virtual Business Challenge–Restaurant VBCRS

Economics Emotional Intelligence

Know l ed ge Pro duc Man Qua a t / l g i t S y em er Ma vi na e g em ce M nt e a n t• n R

ism ing Tour g d d Lo l an • e v t en Tra m t• n

icing • Pr g nin ion lan omot P elling r t t•S ke t • P n r e a en gem M m • a e an ag M k is

Customer Relations

Business Law and Ethics Team Decision Making BLTDM Business Services Operations Research BOR Business Solutions Project PMBS Career Development Project PMCD Community Awareness Project PMCA Community Giving Project PMCG Financial Literacy Project PMFL Human Resources Management Series HRM Principles of Business Management and Administration PBM Sales Project PMSP

t•

t m en age an e nt tM ec agem oj Pr Man • nt Risk

Kn o wle dg Qua eM lity an Ma ag na e ge m me en

nt eme na g e n t Ma em ion anag at rm es M c fo In our nt e ss es R em ne an nag a

Adm ini Gen strati v era l M e Se an ag rvic e m es Op ent • B er • H us at i io um ns

BUSINESS MANAGEMENT + ADMINISTRATION

ENTREPRENEURSHIP Business Growth Plan EBG Entrepreneurship Series ENT Entrepreneurship Team Decision Making ETDM Franchise Business Plan EFB Independent Business Plan EIB Innovation Plan EIP International Business Plan IBP Principles of Entrepreneurship PEN Start-Up Business Plan ESB Virtual Business Challenge–Entrepreneurship VBCEN

Human Resources Management Information Management Marketing Operations Professional Development Strategic Management

Acc o u nt i n Ins g • Ba ura n ce nki ng • S ec Se r u r iti

Fin an c i a l-I nf o Ri rm sk a M an

PERSONAL FINANCIAL LITERACY Personal Financial Literacy PFL Virtual Business Challenge-Personal Finance VBCPF

Accounting Applications Series ACT Business Finance Series BFS Financial Consulting FCE Finance Operations Research FOR Financial Services Team Decision Making FTDM Principles of Finance PFN Stock Market Game SMG Virtual Business Challenge–Accounting VBCAC

FINANCE DECA GUIDE 2026-27 | 37

t en em ag an M t n en tio em ag

nce ina eF rat nts e po or stm • C nve s I d ce vi an es

DECA EXAMS DECA currently uses seven industry-validated exams for the following competitive events. Each exam item represents a specific performance indicator from the respective national curriculum standards.

Principles of Business Management and Administration Principles of Entrepreneurship Principles of Finance Principles of Hospitality and Tourism Principles of Marketing

Business Law and Ethics Team Decision Making Human Resources Management Series

Entrepreneurship Series Entrepreneurship Team Decision Making

EXAM ITEM DISTRIBUTION As members advance in competition, exam item content becomes more specialized to the Career Cluster. The distribution of items for each level is: COMPETITION LEVEL

BUSINESS ADMIN. CORE

CAREER CLUSTER

District

50%

Association

40%

60%

ICDC

30%

70%

PERFORMANCE INDICATORS Specific knowledge and skills that students are expected to address and perform during their competition. Performance indicators are national curriculum standards which are taught in the classroom.

INSTRUCTIONAL AREAS Accounting Applications Series Business Finance Series Financial Consulting Financial Services Team Decision Making

Broad areas of content knowledge (i.e., promotion, pricing, emotional intelligence, business law) that are comprised of many performance indicators.

BUSINESS ADMINISTRATION CORE Hospitality and Tourism Professional Selling Hospitality Services Team Decision Making Hotel and Lodging Management Series Quick Service Restaurant Management Series Restaurant and Food Service Management Series Travel and Tourism Team Decision Making

The Business Administration Core is the foundation for all of DECA’s competitive events. Performance indicators in the Business Administration Core are common to all career areas and competitive events.

CAREER CLUSTERS Apparel and Accessories Marketing Series Automotive Services Marketing Series Business Services Marketing Series Buying and Merchandising Team Decision Making Food Marketing Series Integrated Marketing Campaign–Event Integrated Marketing Campaign–Product Integrated Marketing Campaign–Service Marketing Communications Series Marketing Management Team Decision Making Professional Selling Retail Merchandising Series Sports and Entertainment Marketing Series Sports and Entertainment Marketing Team Decision Making

Personal Financial Literacy

38 | DECA GUIDE 2026-27

There are fourteen (14) career clusters, each representing a distinct grouping of careers and industries based on the knowledge and skills they require. DECA supports four (4) career clusters: • Business Management and Administration • Finance • Hospitality and Tourism • Marketing

CAREER PATHWAYS Each career cluster contains several career pathways, or specialized career areas. For example, the Finance Career Cluster has career pathways such as Accounting, Banking Services, Corporate Finance, Insurance, and Securities and Investments.

EXAM BLUEPRINTS

FINANCE

DECA’s exams are rigorous, industry-validated, multiplechoice, 100-item exams based on National Curriculum Standards. These charts show the blueprint of items by instructional area for the 2026-2027 exams used at the district level, chartered association level and at the International Career Development Conference. BUSINESS ADMINISTRATION CORE

DISTRICT

ASSOCIATION

ICDC

1 15 5 7 22 0 16 1 10 1 11 11 0

4 11 4 12 19 1 13 1 11 1 13 9 1

DISTRICT

ASSOCIATION

ICDC

Business Law Communications Customer Relations Economics Emotional Intelligence Entrepreneurship Financial Analysis Human Resources Management Information Management Knowledge Management Marketing Operations Professional Development Project Management Quality Management Risk Management Strategic Management

5 7 2 6 9 1 7 1 7 6 1 21 6 6 3 4 8

5 6 2 5 8 0 6 0 6 7 1 24 5 7 4 5 9

5 6 1 4 6 0 5 0 6 8 1 26 4 8 5 5 10

ENTREPRENEURSHIP

DISTRICT

ASSOCIATION

ICDC

4 3 1 1 3 6 14 10 5 4 5 1 2 13 2 4 5 6 1 2 1 7

4 3 0 1 3 6 13 9 4 3 6 1 3 13 3 4 5 7 1 3 1 7

3 3 1 1 2 4 14 11 4 2 6 1 2 14 2 4 4 8 1 4 1 8

Business Law Communications Customer Relations Economics Emotional Intelligence Entrepreneurship Financial Analysis Human Resources Management Information Management Marketing Operations Professional Development Strategic Management

BUSINESS MANAGEMENT + ADMINISTRATION

Business Law Channel Management Communications Customer Relations Economics Emotional Intelligence Entrepreneurship Financial Analysis Human Resources Management Information Management Market Planning Marketing Marketing-Information Management Operations Pricing Product/Service Management Professional Development Promotion Quality Management Risk Management Selling Strategic Management

DISTRICT

ASSOCIATION

ICDC

7 5 5 6 9 1 24 9 1 6 1 6 13 6 1

8 4 5 5 8 0 28 10 0 5 1 5 14 7 0

7 3 4 4 6 0 30 12 0 5 1 4 15 9 0

DISTRICT

ASSOCIATION

ICDC

Business Law Communications Customer Relations Economics Emotional Intelligence Entrepreneurship Financial Analysis Human Resources Management Information Management Knowledge Management

3 5 8 6 9 1 8 2 14 0

3 4 9 6 9 0 7 1 15 1

2 3 9 5 7 0 7 1 15 1

Market Planning Marketing Operations Pricing Product/Service Management Professional Development Promotion Quality Management Risk Management Selling Strategic Management

1 1 13 1 6 8 2 1 1 7 3

1 1 13 1 7 7 3 1 1 8 2

2 2 13 1 9 6 3 1 2 9 2

DISTRICT

ASSOCIATION

ICDC

2 5 5 2 6 9 1 6 1 5 4 1 11 6 3 11 6 9 6 1

2 6 4 2 5 8 0 5 0 4 4 1 14 5 4 13 5 11 7 0

1 7 3 1 4 6 0 4 0 3 5 1 16 4 4 15 5 13 8 0

PERSONAL FINANCIAL LITERACY

DISTRICT

ASSOCIATION

ICDC

25 14 15 15 16 15

20 14 14 19 19 14

16 14 13 21 21 15

Business Law Communications Customer Relations Economics Emotional Intelligence Entrepreneurship Financial Analysis Financial-Information Management Human Resources Management Information Management Marketing Operations Professional Development Risk Management Strategic Management

HOSPITALITY + TOURISM

MARKETING

Earning Income Spending Saving Investing Managing Credit Managing Risk

Actual counts may vary slightly.

DECA GUIDE 2026-27 | 39

EVALUATION CASE STUDY SCORING A list of performance indicators specific to the scenario is included in the evaluation. These are distinct tasks the participants must accomplish during the role-play or case study. The judge will evaluate the participants’ performance on these tasks and on several follow-up questions. The judge will complete the Presentation Evaluation Form.

LEVELS OF EVALUATION FOCUS AREA

NOVICE

DEVELOPING

PROFICIENT

EXEMPLARY

Content Understanding

Demonstrates a limited or inaccurate understanding of key concepts.

Demonstrates a basic understanding of key concepts.

Demonstrates a solid understanding of key concepts and clearly explains and supports ideas using appropriate evidence.

Demonstrates comprehensive understanding of concepts and applies them effectively to solve the scenario, including in more complex or extended contexts.

Application of Performance Indicators

Lists the performance indicators but understanding is incomplete or inaccurate.

Defines the performance indicators but does not connect them to solve the objective of the case study scenario.

Explains the performance indicators and connects them to solve the objective of the case study scenario.

Strategically applies the performance indicators and connects them to comprehensively solve the objective of the case study scenario.

Reasoning

Ideas are unclear, inaccurate, or lack logical support. There is no application of the ideas and concept.

Ideas are present and somewhat logical but contain gaps in reasoning, development, or supporting evidence.

Ideas are logical, well-developed, and supported with appropriate evidence, with only minor gaps.

Ideas are logical, well-supported using appropriate business concept and theories and demonstrates reasoning with clear practicality and realworld relevance.

Workplace Readiness

Participants represent an employee who requires significant guidance and support to complete tasks.

Participants represent an employee who demonstrates basic skills and can complete routine tasks with some guidance.

Participants represent an employee with solid skills and who works independently to complete tasks effectively.

Participants represent an employee with advanced skills, works independently, and adapts effectively to new or unpredictable challenges.

40 | DECA GUIDE 2026-27

EVALUATION PREPARED EVENT SCORING For ICDC, the written entry and presentation for 20-page written entries are scored separately. Prior to ICDC, a judge will complete the Written Entry Evaluation Form for the written entry, and during ICDC, a judge will complete the Presentation Evaluation Form. For pitch deck entries and professional selling and consulting events, the judge will complete the Presentation Evaluation Form after the presentation and reviewing the pitch deck, if applicable. Penalty points (see Penalty Point Checklist) will be assessed separately when applicable.

LEVELS OF EVALUATION FOCUS AREA

NOVICE

DEVELOPING

PROFICIENT

EXEMPLARY

Content Understanding

Demonstrates a limited or inaccurate understanding of key concepts.

Demonstrates a basic understanding of key concepts.

Demonstrates a solid understanding of key concepts and clearly explains and supports ideas using appropriate evidence.

Demonstrates a comprehensive and in-depth understanding of key concepts, including accurate explanations and clear use of relevant evidence to support understanding.

Content Application

Applies content knowledge in a limited or incorrect way.

Applies basic content knowledge to the situation, but connections may be incomplete, superficial, or inconsistent.

Appropriately applies content knowledge to address the situation. Demonstrates clear and relevant connections that support the task.

Strategically applies content knowledge to fully address the situation, including complex or nuanced aspects, resulting in a complete and wellintegrated response.

Reasoning

Ideas are unclear, inaccurate, or lack logical support. There is no application of the ideas and concepts.

Ideas are somewhat logical but contain gaps in reasoning, development, or supporting evidence.

Ideas are logical, well-developed, and supported with appropriate evidence, with only minor gaps.

Ideas are insightful, logical, and strongly supported with relevant evidence, examples, or justification. Demonstrates clear practicality and purpose.

Workplace Readiness

Represents performance that requires significant guidance and support to complete tasks.

Represents performance that demonstrates basic skills and can complete routine tasks with some guidance.

Represents performance with solid skills and works independently to complete tasks effectively.

Represents performance with advanced skills, works independently, and adapts effectively to new or unpredictable challenges.

DECA GUIDE 2026-27 | 41

EVIDENCE OF STUDENT LEARNING Supporting college and career readiness, DECA’s competitive events performance reports express each member’s performance rated against National Curriculum Standards identified as essential knowledge and skills, and career competencies. DECA transcripts provide evidence of student learning and achievement through their participation in DECA’s Competitive Events Program at the International Career Development Conference. DECA performance reports are an exceptional tool to provide feedback for both advisors and members in helping them assess areas for improvement in course instruction and student learning. The performance reports provide ranking and performance measures for each instructional area on the career cluster exam and feedback for each performance indicator and/or evaluation criterion that the judge evaluates. Because of the structure of DECA’s competitive events program, all data is normalized to provide this feedback and should be viewed as a snapshot of performance rather than final competition rankings. DECA members may wish to use their DECA performance reports as part of their portfolios when applying for scholarships, to college or for jobs.

RECOGNITION AND AWARDS DECA’s competitive events provide recognition for competitors in a number of different areas. The following list describes the recognition provided at ICDC: CERTIFICATE OF ACHIEVEMENT: All competitors will receive a digital Certificate of Achievement recognizing the achievement necessary to qualify to participate at the International Career Development Conference. CERTIFICATE OF EXCELLENCE: Competitors scoring a combined total score of 70% or better on the competitive event components will earn a digital Certificate of Excellence.

ACHIEVEMENT AWARDS: For each event with an exam, the highest ten individual scores on the exam will receive a silver-ribbon medallion. For each Principles of Business Administration Event, Team Decision Making Event, Individual Series Event, Personal Financial Literacy Event, Integrated Marketing Campaign Event and Professional Selling and Consulting Event, participants with top scores in each section of the presentation component will each receive a silverribbon medallion. In all events, the top two overall scores in each section will be considered finalists and receive blueribbon medallions. GRAND AWARDS: The top ten finalists will be called to the stage and receive red-white-blue ribboned medallions with first, second and third places receiving trophies. CASH AWARDS: All competitive event first place honorees will receive a minimum of $100 per team. Several events provide larger awards based on company sponsorship.

42 | DECA GUIDE 2026-27

INDUSTRY-RECOGNIZED MARKETING CREDENTIAL NOW AVAILABLE As a leader in marketing education and research, the American Marketing Association (AMA) offers premier certifications for marketing professionals. In partnership with the AMA, DECA members can now earn a credential aligned to DECA’s marketing pathway and competitive events program to prove their readiness for the dynamic world of marketing. By earning the AMA Associate in Marketing Management Certificate, DECA members demonstrate their ability to apply key marketing concepts in real-world scenarios, giving them a competitive edge in the job market. The certificate validates members’ understanding of foundational marketing topics, including: • Ethical marketing • Value propositions • Product differentiation • Market research

ELIGIBILITY This credential is available to DECA members who earn a score of 70% or above on the DECA Marketing Cluster Exam at their association conference or at the DECA International Career Development Conference. ACCESSING THE CREDENTIAL The Associate in Marketing Management Certificate is available for eligible members via DECA’s membership portal marketplace for a fee of $25 per qualified member. DECA members receive both a digial certificate that can be shared with colleges, employers and scholarship committees and digital badge that can be placed on social media profiles.

Learn how to purchase your certificate and digital badge

DECA GUIDE 2026-27 | 43

SPONSORED EVENTS DECA gratefully acknowledges the competitive events sponsorship of these generous organizations. Unless otherwise noted, each sponsoring organization provides the following awards for top performers at DECA’s International Career Development Conference. 1st Place - $1,000 per team

3rd Place - $250 per team

2nd Place - $500 per team

4th–10th Place - $100 each per team

Principles of Business Administration Events PBM

Principles of Business Management and Administration

PEN

Principles of Entrepreneurship

PFN

Principles of Finance

PHT

Principles of Hospitality and Tourism

PMK

Principles of Marketing

Sponsored by Adobe

44 | DECA GUIDE 2026-27

Team Decision Making Events BLTDM

Business Law and Ethics Team Decision Making

BTDM

Buying and Merchandising Team Decision Making

ETDM

Entrepreneurship Team Decision Making

FTDM

Financial Services Team Decision Making

HTDM

Hospitality Services Team Decision Making

MTDM

Marketing Management Team Decision Making

STDM

Sports and Entertainment Marketing Team Decision Making

TTDM

Travel and Tourism Team Decision Making

Sponsored by National Association of State Procurement Officials (NASPO)

Sponsored by McGraw Hill Education

Sponsored by Adobe

Sponsored by National Association of State Procurement Officials (NASPO)

Sponsored by Raising Cane’s Chicken Fingers

Individual Series Events ACT

Accounting Applications Series

AAM

Apparel and Accessories Marketing Series

ASM

Automotive Services Marketing Series

BFS

Business Finance Series

BSM

Business Services Marketing Series

ENT

Entrepreneurship Series

FMS

Food Marketing Series

HLM

Hotel and Lodging Management Series

HRM

Human Resources Management Series

MCS

Marketing Communications Series

QSRM

Quick Serve Restaurant Management Series

RFSM

Restaurant and Food Service Management Series

RMS

Retail Merchandising Series

SEM

Sports and Entertainment Marketing Series

Sponsored by National Association of State Procurement Officials (NASPO)

Sponsored by Fashion Institute of Technology (FIT)

Sponsored by George Mason University, Costello College of Business

Sponsored by National Association of State Procurement Officials (NASPO)

Sponsored by McGraw Hill Education

Sponsored by Savannah College of Art and Design (SCAD)

Sponsored by Adobe

Sponsored by Raising Cane’s Chicken Fingers

Sponsored by Piper Sandler

Project Management Events PMBS

Business Solutions Project

PMCD

Career Development Project

PMCA

Community Awareness Project

PMCG

Community Giving Project

PMFL

Financial Literacy Project

PMSP

Sales Project

Sponsored by National Association of State Procurement Officials (NASPO)

Sponsored by National Apartment Association Education Institute (NAAEI)

Sponsored by Piper Sandler

Sponsored by Adobe

46 | DECA GUIDE 2026-27

Professional Selling and Consulting Events FCE

Financial Consulting

HTPS

Hospitality and Tourism Professional Selling

PSE

Professional Selling

Sponsored by Knowledge Matters

DECA GUIDE 2026-27 | 47

ICDC QUALIFICATIONS 1.

All participants must be active members of DECA with the current year’s dues on file with DECA Inc. prior to February 15 of the current school year.

All participants and written entries/pitch decks must be approved and authorized for entering competition by their chartered association through official competitive events registration forms.

All participants and written entries/pitch decks must meet the specifications set forth for each activity.

All participants must have participated in chartered association, district and/or local competition, or qualified through online competition.

All entry forms and creative entries must be submitted by the chartered association advisor or designee according to announced deadlines.

A participant may enter only one of the competitive events with a participatory component during DECA’s International Career Development Conference.

No additions or substitutions may be registered for competition after the deadline set forth by DECA Inc.

A written entry/pitch deck may not be entered in more than one ICDC competitive event during a given year.

Once a written entry/pitch deck is entered in ICDC competition, the identical content material may not be entered in ICDC competition again.

10.

All participants must attend the briefing sessions scheduled for their competitive event during ICDC.

11.

Participants are required to follow the official DECA dress code outlined on this page.

12.

All written entries/pitch decks must include a signed copy of DECA’s Prepared Event Statement of Assurances and Academic Integrity (page 61).

13.

Participants must bring a photo ID to all event briefings, testing sessions and presentations. If a photo ID is not available, an advisor must verify the participant’s identity.

DRESS CODE Professional appearance is an important aspect of the overall preparation of DECA members for the business world. To that end, DECA supports a dress code for its career-based functions that exemplifies the highest standards of professionalism while being non-discriminatory between genders. DECA’s board of directors has developed the following official dress standards for the International Career Development Conference. Students, advisors and chaperones must follow the dress code. Competitors must wear an official DECA blazer during interaction with the judges. While official DECA blazers are not required during briefing and testing, professional business dress is required. Professional dress should also be worn to all conference sessions including workshops and special meal functions such as luncheons. For a more polished, professional appearance, it is recommended that attendees wear appropriate hosiery/socks. All skirts and dresses must be at or below the knee.

AN OFFICIAL DECA BLAZER IS REQUIRED TO RECEIVE RECOGNITION OR AN AWARD ON STAGE.

WHEN APPEARING BEFORE JUDGES AND ON-STAGE • Official DECA blazer • Dress slacks, dress skirt or business dress • Collared dress shirt and appropriate neckwear or dress blouse • Dress shoes

DECA BUSINESS CASUAL • Casual slacks (e.g., Dockers), blouse or shirt, socks and casual shoes. • Jeans, t-shirts and athletic shoes are not included in business casual attire.

UNACCEPTABLE DURING DECA ACTIVITIES • Skin-tight or revealing clothing

DECA GENERAL SESSIONS, MEAL FUNCTIONS, EVENT BRIEFING AND TESTING

• Midriff-baring clothing • Swimwear

• Business suit, sport coat or blazer (blazer optional)

• Athletic clothing

• Dress slacks, dress skirt or business dress

• Leggings or graphic designed hosiery/tights

• Collared dress shirt, dress blouse or dress sweater

• Clothing with printing that is suggestive, obscene or promotes illegal

• Dress shoes • Necktie/scarf/ascot (optional)

substances • Unacceptable types of dress shoes include boat shoes, canvas or fabric shoes, flip flops or casual sandals, athletic shoes, industrial work shoes and hiking boots.

When judging adherence to the dress code, DECA directs advisors, teachers and chaperones to use observation as the tool for assessing compliance. It is inappropriate to touch a student or their clothing as a means of determining adherence to the dress code. DECA members who are not appropriately dressed will have a reasonable opportunity to meet the dress code prior to seeing a judge or being allowed on stage.

48 | DECA GUIDE 2026-27

DRESS TO IMPRESS

DRESS CODE WHEN APPEARING BEFORE JUDGES AND ON STAGE AT ICDC OFFICIAL DECA BLAZER WITH COLLARED DRESS SHIRT & APPROPRIATE NECKWEAR

OFFICIAL DECA BLAZER WITH DRESS BLOUSE

DRESS SLACKS

OFFICIAL DECA BLAZER WITH BUSINESS DRESS

DRESS SKIRT

ALL SKIRTS & DRESSES MUST BE AT OR BELOW THE KNEE.

DRESS SHOES

BOAT SHOES ARE UNACCEPTABLE FOOTWEAR.

DECA GUIDE 2026-27 | 49

COMPETITIVE EVENTS PRINCIPLES OF BUSINESS ADMINISTRATION EVENTS

BUSINESS OPERATIONS RESEARCH EVENTS

TEAM DECISION MAKING EVENTS

PROJECT MANAGEMENT EVENTS

Principles of Business Management and Administration PBM Principles of Entrepreneurship PEN Principles of Finance PFN Principles of Hospitality and Tourism PHT Principles of Marketing PMK

Business Law and Ethics Team Decision Making BLTDM Buying and Merchandising Team Decision Making BTDM Entrepreneurship Team Decision Making ETDM Financial Services Team Decision Making FTDM Hospitality Services Team Decision Making HTDM Marketing Management Team Decision Making MTDM Sports and Entertainment Marketing Team Decision Making STDM Travel and Tourism Team Decision Making TTDM

INDIVIDUAL SERIES EVENTS Accounting Applications Series ACT Apparel and Accessories Marketing Series AAM Automotive Services Marketing Series ASM Business Finance Series BFS Business Services Marketing Series BSM Entrepreneurship Series ENT Food Marketing Series FMS Hotel and Lodging Management Series HLM Human Resources Management Series HRM Marketing Communications Series MCS Quick Serve Restaurant Management Series QSRM Restaurant and Food Service Management Series RFSM Retail Merchandising Series RMS Sports and Entertainment Marketing Series SEM

PERSONAL FINANCIAL LITERACY EVENT Personal Financial Literacy PFL

Not all chartered associations offer all events. Please check with your chartered association advisor for events offered in your chartered association.

50 | DECA GUIDE 2026-27

Business Services Operations Research BOR Buying and Merchandising Operations Research BMOR Finance Operations Research FOR Hospitality and Tourism Operations Research HTOR Sports and Entertainment Marketing Operations Research SEOR

Business Solutions Project PMBS Career Development Project PMCD Community Awareness Project PMCA Community Giving Project PMCG Financial Literacy Project PMFL Sales Project PMSP

ENTREPRENEURSHIP EVENTS Innovation Plan EIP Start–Up Business Plan ESB Independent Business Plan EIB International Business Plan IBP Business Growth Plan EBG Franchise Business Plan EFB

INTEGRATED MARKETING CAMPAIGN EVENTS Integrated Marketing Campaign–Event IMCE Integrated Marketing Campaign–Product IMCP Integrated Marketing Campaign–Service IMCS

PROFESSIONAL SELLING AND CONSULTING EVENTS Financial Consulting FCE Hospitality and Tourism Professional Selling HTPS Professional Selling PSE

ONLINE EVENTS

Stock Market Game SMG Virtual Business Challenge–Accounting VBCAC Virtual Business Challenge–Entrepreneurship VBCEN Virtual Business Challenge–Fashion VBCFA Virtual Business Challenge–Hotel Management VBCHM Virtual Business Challenge–Personal Finance VBCPF Virtual Business Challenge–Restaurant VBCRS Virtual Business Challenge–Retail VBCRT Virtual Business Challenge–Sports VBCSP

KNOWLEDGE AND SKILLS DEVELOPED

PRINCIPLES OF BUSINESS ADMINISTRATION EVENTS Principles of Business Management and Administration PBM Sponsored by College Board

Principles of Entrepreneurship PEN Sponsored by IE University

Principles of Finance PFN

Sponsored by National Association of State Procurement Officials (NASPO)

Principles of Hospitality and Tourism PHT

Sponsored by American Hotel and Lodging Educational Institute (AHLEI)

Principles of Marketing PMK Sponsored by Adobe

DECA’s Principles of Business Administration Events measure the student’s proficiency in those knowledge and skills identified by career practitioners as common academic and technical content across marketing, finance, hospitality, and business management and administration. The Principles of Business Administration Events are designed for first time high school DECA members who are enrolled in introductory-level principles of marketing/business courses. Advanced students with multiple course credits in this area are better served in more advanced competitive events. Students who were previously members of DECA are not eligible for these events. Students who joined DECA in middle school may compete in a Principles of Business Administration Event; however, students who competed in a competitive event in middle school are not eligible for these events. The guidelines for each of the Principles of Business Administration Events have been consolidated to facilitate coordination of participant activities in each career category. This means the guidelines are exactly the same for each career category. However, each career category’s role-play will be career specific and will be different and distinct from the role-plays of the other career categories.

CAREER CLUSTERS + DEFINITIONS

The following definitions are used to determine the activities and careers that are included in each of the Principles of Business Administration Events.

Participants will demonstrate knowledge and skills described by selected business administration core performance indicators that are aligned with National Curriculum Standards and industry validated. Complete lists of performance indicators are available at deca.org. Participants in these competitive events are not informed in advance of the performance indicators to be evaluated. Participants will also develop many Career Competencies, in the following categories, desired by today’s employers: • Critical Thinking Thinks critically to understand and solve problems. • Communication Communicates clearly, effectively, and with reason. • Decision Making Considers the impacts of decisions. • Innovation Demonstrates a creative and innovative mindset.

Principles of Business Management and Administration: The role-plays will use concepts associated with careers in administrative services, business information management, general management, human resources management, and operations management.

Principles of Entrepreneurship: The role-plays will use concepts important to entrepreneurs and smallbusiness owners.

Principles of Finance: The role-plays will use concepts associated with careers in accounting, banking services, business finance, insurance and securities, and investments.

Principles of Hospitality and Tourism: The role-plays will use concepts associated with careers in hotels, restaurants, and tourism and travel.

DECA GUIDE 2026-27 | 51

Principles of Marketing: The role-plays will use concepts associated with careers in marketing communications, marketing management, marketing research, merchandising and professional selling.

EVENT OVERVIEW

• Principles of Business Administration Events consist of two major parts: a business administration core exam and a role-play. A second role-play event will be given to finalists. The business administration core exam items and the role-play situations are selected from a list of performance indicators

1 PARTICIPANT

identified in the National Curriculum Standards for Business Administration developed by MBA Research for the Career Clusters® Framework and validated by industry representatives. • The participant will be given a 100-question, multiple-choice, business administration core exam. • The participant will be given a business situation to review. In the role-play, the participant must respond to the business situation by translating what he or she has learned into effective, efficient

BUSINESS ADMIN CORE EXAM

and spontaneous action. • A list of four performance indicators specific to the business situation is included in the participant’s instructions. These are distinct tasks the participant must accomplish during the role-play. The judge will evaluate the participant’s performance on these tasks, follow-up questions and Career Competencies. • The participant will have 10 minutes to review and to develop a professional approach to the business

1 ROLE-PLAY

situation. Participants may use notes made during the preparation time during the role-play. • Up to 10 minutes are then allowed for the participant to interact with a judge and explain the designated concepts. The judge is a qualified business executive. Following the role-play, the judge evaluates the participant’s responses and records the results on an evaluation form developed especially for each role-play event. • The participant may not bring printed reference materials, visual aids, etc., to the competitive event.

10 MINUTES PREPARATION TIME

The participant may use a four-function calculator during the exam and preparation period. Scientific/ graphing calculators, cell phones/smartphones, iPods/MP3 players and iPads/tablets may not be used. • Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials provided during the designated preparation period. • If any of these rules are violated, the adult assistant must be notified by the judge. • The maximum score for the evaluation is 100 points. The presentation will be weighted twice (2 times) the value of the exam score. The exam score carries forward into the final round of competition.

PRESENTATION JUDGING

The participant will be evaluated according to the Evaluation Form associated with the role-play. The participant will have a 10-minute preparation period and may make notes to use during the roleplay. After introductions, the judge will begin the 10-minute role-play. Following the participant’s response to the business situation, the judge will ask the questions related to the role-play that are provided in the event. These questions will cause the participant to think and respond beyond the performance indicators provided. The judge will close the role-play by thanking the participant for his or her work. Then the judge will complete the Evaluation Form, making sure to record a score for all categories. The maximum score for the evaluation is 100 points.

52 | DECA GUIDE 2026-27

10 MINUTES INTERVIEW TIME

KNOWLEDGE AND SKILLS DEVELOPED

TEAM DECISION MAKING EVENTS

Participants will demonstrate

Business Law and Ethics Team Decision Making BLTDM

business administration

Sponsored by National Association of State Procurement Officials (NASPO)

Buying and Merchandising Team Decision Making BTDM

knowledge and skills described by selected core and career cluster performance indicators that

Sponsored by McGraw Hill Education

indicators are available at

Hospitality Services Team Decision Making HTDM

deca.org. Participants in

Sponsored by McGraw Hill Education

available at deca.org.

Entrepreneurship Series ENT

Participants in these

Sponsored by Savannah College of Art and Design (SCAD)

Food Marketing Series FMS Sponsored by Otis Spunkmeyer

Hotel and Lodging Management Series HLM

competitive events are not informed in advance of the performance indicators to be evaluated.

Sponsored by RIT, Saunders College of Business

Participants will also develop

Human Resources Management Series HRM

many Career Competencies,

Sponsored by National Association of State Procurement Officials (NASPO)

in the following categories,

Marketing Communications Series MCS

desired by today’s employers:

Sponsored by Adobe

Quick Serve Restaurant Management QSRM

• Critical Thinking Thinks critically to

Sponsored by Raising Cane’s Chicken Fingers

understand and solve

Restaurant and Food Service Management Series RFSM

problems.

Sponsored by Raising Cane’s Chicken Fingers

Retail Merchandising Series RMS Sponsored by NRF Foundation

Sports And Entertainment Marketing Series SEM Sponsored by Kemper Auto

DECA’s Individual Series Events effectively measure the student’s proficiency in the knowledge and

• Communication Communicates clearly, effectively, and with reason. • Decision Making Considers the impacts of

skills identified by occupational practitioners as essential to success in a given career. The student

decisions.

is given a description of a specific situation that measures skills, knowledge and attitudes in a given

• Innovation

career. Roles in these events could be content area expert, client, customer, employee, supervisor,

Demonstrates a creative

manager or entrepreneur.

and innovative mindset.

The guidelines for each of the Individual Series Events have been consolidated to facilitate coordination of participant activities in each career category. This means the guidelines are exactly the same for each career category. However, each career category’s role-play will be career specific and will be different and distinct from the role-plays of the other career categories.

CAREER CLUSTERS + DEFINITIONS

The following definitions are used to determine the activities and careers that are included in each of the Individual Series Events.

Human Resources Management: (Human Resources Management Pathway) Students will be challenged to perform management functions and tasks focusing on staffing, recruitment, selection, training, performance appraisal, compensation and safety training.

Entrepreneurship: Students will be challenged to perform the ability to recognize opportunities and to act on them, determine needs, identify markets, utilize marketing research, identify sources of capital and use management skills.

DECA GUIDE 2026-27 | 55

Accounting Applications: (Accounting Pathway) Students will be challenged to perform management functions and tasks focusing on the application of financial data to business planning, including collection and organization of data, development and use of reports, and analysis of data to make business decisions. Concepts include understanding the source and purpose of financial statements, the impact of management decisions on statements, and the analysis and interpretation of data for planning. Business Finance: (Corporate Finance Pathway) Students will be challenged to perform management functions and tasks focusing on high-level financial and business planning, including collection and organization of data, development and use of reports, and analysis of data to make business decisions. Concepts include understanding the source and purpose of financial statements, the impact of management decisions on statements, and the analysis and interpretation of data for corporate planning.

Hotel and Lodging Management: (Lodging Pathway) Students will be challenged to perform marketing and management functions and tasks in hotels, motels, lodging services, convention services, and food and beverage services. Quick Serve Restaurant Management: (Restaurant Management Pathway) Students will be challenged to perform marketing and management functions and tasks in the quick-serve restaurant industry. Restaurant and Food Service Management: (Restaurant Management Pathway) Students will be challenged to perform marketing and management functions and tasks in a full-service restaurant or a food-service business.

Apparel and Accessories Marketing: (Merchandising Pathway) Students will be challenged to perform marketing and management functions and tasks in retail establishments, wholesale establishments and/or manufacturing firms primarily engaged in the marketing of clothing and related articles for personal wear and adornment. Automotive Services Marketing: (Marketing Management Pathway) Students will be challenged to perform marketing and management functions and tasks related to auto dealers, service stations and related businesses or auto parts stores. Business Services Marketing: (Marketing Management Pathway) Students will be challenged to perform marketing functions and tasks involved in providing services to businesses on a fee or contract basis or providing services to consumers. Food Marketing: (Marketing Management Pathway) Students will be challenged to perform marketing and management functions and tasks in retail establishments, wholesale establishments and manufacturing firms resulting in the sale of food. Marketing Communications: (Marketing Communications Pathway) Students will be challenged to perform in marketing communications and marketing functions and tasks that inform, persuade, or remind a target market of ideas, experiences, goods or services. Retail Merchandising: (Merchandising Pathway) Students will be challenged to perform marketing and management functions and tasks that can be applied in any retail establishment. Sports and Entertainment Marketing: (Marketing Management Pathway) Students will be challenged to perform marketing and management functions and tasks related to amateur or professional sports or sporting events, entertainment or entertainment events, selling or renting of supplies and equipment (other than vehicles) used for recreational or sporting purposes, products and services related to hobbies or cultural events, or businesses primarily engaged in satisfying the desire to make productive or enjoyable use of leisure time.

56 | DECA GUIDE 2026-27

EVENT OVERVIEW

• Individual Series Events consist of two major parts: a written cluster exam and two preliminary roleplaying events. A third role-play event will be given to finalists. • The participant will be given a 100-question, multiple-choice, cluster exam.

1 PARTICIPANT

• The participant will be given a written scenario to review. It may indicate a product or service to sell; a merchandising decision; a situation involving communications, human relations, economics or professional development; or a business management consideration. The event description will inform the participant of the role he or she will play and the role the judge will play. • In the role-play, the participant must accomplish a task by translating what they have learned into

CLUSTER SPECIFIC EXAM

effective, efficient and spontaneous action. • A list of five performance indicators specific to the scenario is included in the participant’s instructions. These are distinct tasks the participant must accomplish during the role-play. The judge will evaluate the participant’s role-play performance on these tasks, follow-up questions and Career Competencies. • The participant will have 10 minutes to review the situation and to develop a professional approach

2 ROLE-PLAYS

to solving the problem. Participants may use notes made during the preparation time during the presentation. • Up to 10 minutes are then allowed for the participant to interact with a judge and demonstrate how he or she would solve the situation or problem. The judge will assume the role of a business executive in the situation. Following the role-play, the judge evaluates the participant’s responses and records the results on an evaluation form developed especially for each role-play event.

10 MINUTES PREPARATION TIME

• The participant may not bring printed reference materials, visual aids, etc., to the competitive event. The participant may use a four-function calculator during the exam and preparation period. Scientific/ graphing calculators, cell phones/smartphones, iPods/MP3 players and iPads/tablets may not be used. • Materials appropriate for the situation may be handed to or left with the judge. Materials handed to the judge must be created using materials provided during the designated preparation period. • If any of these rules are violated, the adult assistant must be notified by the judge.

10 MINUTES INTERVIEW TIME

• The maximum score for the evaluation is 100 points. The cluster exam and each role-play presentation will be valued at one-third (1/3) of the total score. In the final round of competition, the role-play presentation will be weighted twice (2 times) the value of the exam score. The exam score carries forward into the final round of competition.

PRESENTATION JUDGING

The participant will be evaluated according to the Evaluation Form associated with the role-play. The participant will have a 10-minute preparation period and may make notes to use during the roleplay. After introductions, the judge will begin the 10-minute role-play. Following the participant’s explanation of the solution to the role-play, the judge will ask the questions related to the scenario that are provided in the event. These questions will cause the participant to think and respond beyond the performance indicators provided. The judge will close the role-play by thanking the participant for his or her work. Then the judge will complete the Evaluation Form, making sure to record a score for all categories. The maximum score for the evaluation is 100 points.

DECA GUIDE 2026-27 | 57

KNOWLEDGE AND SKILLS DEVELOPED

PERSONAL FINANCIAL LITERACY Personal Financial Literacy PFL Sponsored by iCEV

DECA’s Personal Financial Literacy Event measures the personal finance knowledge and skills that K–12 students should possess. The Personal Financial Literacy Event is designed to measure the student’s ability to apply reliable information and systematic decision making to personal financial decisions.

Participants will demonstrate knowledge and skills described by the National Standards for Personal Financial Education, developed by the Council for Economic Education and the Jump$tart Coalition for Personal Financial Literacy Broadly, students will be assessed on their knowledge

The Personal Financial Literacy Event is designed for DECA members who are enrolled in personal

of areas such as:

finance and financial literacy courses.

• Earning Income

Many organizations have defined “personal finance” and “financial literacy.” The following, a distillation of the views of several sources, are the definitions underlying the National Standards: • Personal finance describes the principles and methods that individuals use to acquire and manage income and assets. • Financial literacy is the ability to use knowledge and skills to manage one’s financial resources effectively for lifetime financial security.

• Spending • Saving • Investing • Managing Credit • Managing Risk Complete lists of performance indicators are available at deca.org. Participants in these competitive events are not informed in advance of the performance indicators to be evaluated. Participants will also develop many Career Competencies, in the following categories, desired by today’s employers: • Critical Thinking Thinks critically to understand and solve problems. • Communication Communicates clearly, effectively, and with reason. • Decision Making Considers the impacts of decisions. • Innovation Demonstrates a creative and innovative mindset.

58 | DECA GUIDE 2026-27

EVENT OVERVIEW

• The Personal Financial Literacy Event consists of two major parts: a financial literacy exam and a role-play scenario. A second role-play event will be given to finalists. The financial literacy exam items and the content interview situations are selected from a list of performance indicators identified in the

1 PARTICIPANT

National Standards for Personal Financial Education, developed by the Council for Economic Education and the Jump$tart Coalition for Personal Financial Literacy. • The participant will be given a 100-question, multiple-choice, financial literacy exam. • The participant will be given a written scenario to review. In the role-play, the participant must accomplish a task by translating what they have learned into effective, efficient and spontaneous

FINANCIAL LITERACY EXAM

action. • A list of three performance indicators specific to the role-play is included in the participant’s instructions. These are distinct tasks the participant must accomplish during the role-play. The judge will evaluate the participant’s performance on these tasks, follow-up questions and Career Competencies. • The participant will have 10 minutes to review the scenario and to develop a professional approach to

1 ROLE-PLAY

the role-play scenario. Participants may use notes made during the preparation time during the roleplay. • Up to 10 minutes are then allowed for the participant to interact with a judge and explain the designated concepts. The judge is a qualified business executive. Following the role-play, the judge evaluates the participant’s responses and records the results on an evaluation form developed especially for each role-play event.

10 MINUTES PREPARATION TIME

10 MINUTES INTERVIEW TIME

• If any of these rules are violated, the adult assistant must be notified by the judge. • The maximum score for the evaluation is 100 points. The presentation will be weighed at twice (2 times) the value of the exam score. The exam score carries forward into the final round of competition.

PRESENTATION JUDGING

The participant will be evaluated according to the Evaluation Form associated with the role-play. The participant will have a 10-minute preparation period and may make notes to use during the roleplay. After introductions, the judge will begin the 10-minute role-play. Following the participant’s response to the role-play, the judge will ask the questions related to the scenario that are provided in the event. These questions will cause the participant to think and respond beyond the performance indicators provided. The judge will close the role-play by thanking the participant for his/her work. Then the judge will complete the Evaluation Form, making sure to record a score for all categories. The maximum score for the evaluation is 100 points.

DECA GUIDE 2026-27 | 59

PENALTY POINT CHECKLIST CHECKED

PENALTY POINTS ASSESSED

PAGE NUMBER

1. The Prepared Event Statement of Assurances and Academic Integrity must be signed by all participants and the chapter advisor and placed in front of the written entry. Only physical signatures or digital signatures will be accepted. Typed names in a font will not be accepted as signatures.

____________

2. Limited to 20 pages (plus the title page and the table of contents).

____________

5 (per page)

____________

3. All pages are numbered in sequence starting with the executive summary and ending with the final page of the appendix. Do not use separate pages between sections or as title pages for sections.

____________

4. The written entry follows the outline in the Written Entry Guidelines for the event. Additional subsections are permitted in the body of the written entry.

____________

5. The entry must be typed and use a page size of 8½ inches x 11 inches. Handwritten correction, notes, charts and graphs will be penalized.

____________

WRITTEN ENTRY

TOTAL PENALTY POINTS ASSESSED

____________

A check indicates that the item has been examined. A circled number indicates that an infraction has been noted. A page number indicates the location of the infraction. If the written entry must be submitted as a printed copy at district/region or association level competition, consult with your chartered association advisor regarding penalty points.

CHECKED

PENALTY POINTS ASSESSED

SLIDE NUMBER

1. The Prepared Event Statement of Assurances and Academic Integrity must be signed by all participants and the chapter advisor and turned in with the pitch deck. Only physical signatures or digital signatures will be accepted. Typed names in a font will not be accepted as signatures.

____________

2. Limited to 20 slides.

____________

5 (per slide)

____________

3. All slides are numbered in sequence starting with the title slide and ending with the final slide of the appendix.

____________

4. The pitch deck follows the outline in the Pitch Deck Guidelines for the event. Additional subsections are permitted.

____________

5. The pitch deck must be typed and use a 16:9 aspect ratio. Handwritten correction, notes, charts and graphs will be penalized.

____________

PITCH DECK

TOTAL PENALTY POINTS ASSESSED A check indicates that the item has been examined. A circled number indicates that an infraction has been noted. A slide number indicates the location of the infraction.

60 | DECA GUIDE 2026-27

____________

PREPARED EVENT STATEMENT OF ASSURANCES AND ACADEMIC INTEGRITY Research, report writing and presentation design are important elements of modern business activities. Great care must be taken to assure that the highest ethical standards are maintained by those engaging in research, report writing and presentation design. To reinforce the importance of these standards, all written entries and pitch decks in DECA’s Competitive Events Program must submit this statement as part of the entry. The statement must be signed by the DECA member(s) and the chapter advisor. I understand the following requirements are set forth by DECA Inc. for all Competitive Event entries containing a written component or pitch deck. These requirements are additional to the general rules and regulations published by DECA Inc. By signing this statement, I certify that all are true and accurate as they relate to this entry. 1. The contents of this entry are the results of my work or, in the case of a team project, the work of current members of this DECA chapter. 2. No part of this entry has previously been entered in competition. 3. This entry has not been submitted in another DECA competitive event. 4. Credit for all secondary research has been given to the original author through the project’s bibliography, footnotes or endnotes. 5. All activities or original research procedures described in this entry are accurate depictions of my efforts or, in the case of team projects, the efforts of my team. 6. All activities or original research described in this entry took place between the 2026 Chartered Association Career Development Conference and the 2027 Chartered Association Career Development Conference. 7. I understand that DECA has the right to publish all or part of this entry. Should DECA elect to publish the entire entry, I will receive an honorarium from DECA. Chapters or individuals with extenuating circumstances may appeal the right to publish the entry to the executive committee of the board of directors prior to April 1.

This statement of assurances must be signed by all participants and the chapter advisor, and submitted with the entry, or the entry will be given 15 penalty points. Only physical signatures or digital signatures will be accepted. Typed names in a font will not be accepted as signatures. Place in front of the written entry or submit separately with the pitch deck. Do not count as a page.

________________________________________

Participant’s Signature

________________________________________

Participant’s Name

________________________________________

Competitive Event

School

Chartered Association (State/Province)

To the best of my knowledge, I verify that the above statements are true and that the student’s (students’) work does not constitute plagiarism. Only physical signatures or digital signatures will be accepted. Typed names in a font will not be accepted as signatures.

_________________________________________________________ Chapter Advisor’s Name

________________________________________________________ Chapter Advisor’s Signature

_________________________________________________________ Chapter Advisor’s Email

DECA GUIDE 2026-27 | 61

KNOWLEDGE AND SKILLS DEVELOPED

BUSINESS OPERATIONS RESEARCH EVENTS Business Services Operations Research BOR

Participants will demonstrate knowledge and skills needed to address the components of the project as described in the content outline and

Sponsored by Piper Sandler

evaluation forms.

Buying and Merchandising Operations Research BMOR

Participants will also develop

Sponsored by Piper Sandler

Career Competencies, in the

Finance Operations Research FOR

following categories, desired

Sponsored by Piper Sandler

by today’s employers:

Hospitality and Tourism Operations Research HTOR

• Critical Thinking

Sponsored by Piper Sandler

Sports and Entertainment Marketing Operations Research SEOR Sponsored by Piper Sandler

The Business Operations Research Events provide an opportunity for participants to demonstrate knowledge and skills needed by management personnel through the preparation of a detailed written strategic plan and presentation based on the results of a research study. Participants in the Business Operations Research Events will: • select an actual local business operation • design a research study • conduct a research study • analyze the results of the research study

Thinks critically to understand and solve problems. • Communication Communicates clearly, effectively, and with reason. • Decision Making Considers the impacts of decisions. • Collaboration

• prepare a strategic plan

Participates and advocates

• prepare a proposed budget

in groups of all sizes to

• present in a role-play situation

achieve common goals.

- the design of the research study

• Innovation

- the findings and conclusions of the research study

Demonstrates a creative

- the proposed strategic plan

and innovative mindset.

- the proposed budget to enact the suggested strategies

• Technology

The guidelines for each of the Business Operations Research Events are consolidated to facilitate

Ethically leverages

coordination of participant activities in each of the career categories. This means the guidelines will be

technologies to enhance

exactly the same for each career category. However, each career category will be treated separately as

efficiencies, complete tasks,

a competitive event.

and accomplish goals.

CAREER CLUSTERS + DEFINITIONS

The following definitions are used to determine the activities or careers that are included in each of the Business Operations Research Events. These career categories are connected to career clusters.

Business Services: Providing services to businesses on a fee or contract basis or providing services to consumers. Examples may include: human resources companies, information technology companies, legal services firms, training and development organizations, health care service providers, libraries, construction companies, real estate firms, landscaping companies, beauty salons, car washes, automotive repair companies, interior decorating, child care services, photography and tutoring services.

Finance: Providing financial services to commercial and retail customers. Examples may include: banks, credit unions, accounting firms, investment companies and insurance companies.

62 | DECA GUIDE 2026-27

Hospitality and Tourism: Providing products and services related to event management, lodging, restaurant management and travel and tourism industries. Examples may include: hotels, lodging services, convention services, food and beverage services, restaurants, museums, amusement parks, zoos and other tourism-related businesses.

Buying and Merchandising: Getting the product into the hands of the customer through forecasting, planning, buying, displaying, selling and providing customer service. Examples may include any retail or wholesale business that provides consumer goods: specialty stores, department stores, shopping malls, grocery stores, convenience stores, pharmacies, discount stores, farmers markets and car dealerships. Sports and Entertainment Marketing: Providing products, services or experiences relating to amateur or professional sports or sporting events, entertainment or entertainment events, selling or renting of supplies and equipment (other than vehicles) used for recreational or sporting purposes or products and services related to hobbies, leisure or cultural events. Examples may include: sports team, movie theaters, waterparks, music venues, concerts, festivals, amateur practice facilities, tournaments, summer camps, outdoor adventure companies and craft/music classes.

EVENT OVERVIEW

• The Business Operations Research Events consists of two major parts: the written document and the oral presentation. The written document will account for 100 points, and the oral presentation will account for 100 points for a total of 200 points.

1-3 PARTICIPANTS

• Each Business Operations Research entry will be composed of one to three members of the DECA chapter. All participants must present the project to the judges. • The body of the written entry must be limited to 20 numbered pages, including the appendix (if an appendix is attached), but excluding the title page and the table of contents. • The Prepared Event Statement of Assurances and Academic Integrity must be signed and submitted with the entry. Do not include it in the page numbering.

20 PAGES ALLOWED

• The oral presentation may be a maximum 15 minutes in length, including time for the judge’s questions. • For the presentation, the participants are to assume the role of hired consultants. The judge will assume the role of the owner/manager of the business/organization and will evaluate the presentation, focusing on the content and effectiveness of the presentation technique.

PRESENT PLAN

2026-2027 TOPIC

The 2026-2027 topic for each career category is for participants to collaborate with a local business or organization to research what drives customer loyalty and repeat engagement. Using the research findings, participants will develop a strategic plan to strengthen customer retention through loyalty programs, personalized experiences or relationship-building initiatives.

15 MINUTES INTERVIEW TIME

DECA GUIDE 2026-27 | 63

WRITTEN ENTRY GUIDELINES

The written entry must follow these specifications. Refer also to the Penalty Point Checklist and the Written Entry Evaluation Form. PREPARED EVENT STATEMENT OF ASSURANCES AND ACADEMIC INTEGRITY. This must be signed and submitted with the entry. Do not include it in the page numbering. TITLE PAGE. The first page of the written entry is the title page. It must include in any order, but is not limited to, the following: NAME OF THE EVENT (one of the following): • BUSINESS SERVICES OPERATIONS RESEARCH EVENT • BUYING AND MERCHANDISING OPERATIONS RESEARCH EVENT • FINANCE OPERATIONS RESEARCH EVENT • HOSPITALITY AND TOURISM OPERATIONS RESEARCH EVENT • SPORTS AND ENTERTAINMENT MARKETING OPERATIONS RESEARCH EVENT Name of high school School address City, State/Province, ZIP/Postal Code Names of participants Date Title page will not be numbered. TABLE OF CONTENTS. The table of contents should follow the title page. The table of contents may be single-spaced and may be one or more pages long. The table of contents page(s) will not be numbered. BODY OF THE WRITTEN ENTRY. The body of the written entry begins with Section I, Executive Summary, and continues in the sequence outlined here. The first page of the body is numbered “1” and all following pages are numbered in sequence. Page numbers continue through the bibliography (required) and the appendix (optional). This outline must be followed. Points for each section are included on the Written Entry Evaluation Form. Each section must be titled, including the bibliography and the appendix. I. EXECUTIVE SUMMARY One-to three-page description of the project II. INTRODUCTION A. Description of the business or organization, including its purpose B. Description of the primary products or services of the business or organization C. Description of the target market (demographics and psychographics) D. Overview of the business or organization’s current business strategy relating to customer loyalty and repeat engagement III. RESEARCH METHODS USED IN THE STUDY A. Description and rationale of research methodologies selected to conduct the research study B. Process used to conduct the selected research methods IV. FINDINGS AND CONCLUSIONS OF THE STUDY A. Findings of the research study B. Conclusions based on the findings V. PROPOSED STRATEGIC PLAN A. Objectives and rationale of the proposed strategic plan B. Proposed activities and timelines C. Proposed metrics or key performance indicators to measure plan effectiveness VI. PROPOSED BUDGET Costs and rationale associated with proposed strategies, financial viability and ROI VII. BIBLIOGRAPHY A bibliography is required. Include a list of the sources of information used in the written document. VIII. APPENDIX An appendix is optional. If additional material is appended, all pages must be numbered as noted previously. Include in an appendix any exhibits appropriate to the written entry, but not important enough to include in the body. These might include sample questionnaires used, letters sent and received, general background data, minutes of meetings, etc.

64 | DECA GUIDE 2026-27

PENALTY POINT CHECKLIST

In addition to the Written Entry Guidelines, participants must observe all of the standards on the Penalty Point Checklist on page 60. These standards are designed to make competition as fair as possible.

WRITTEN ENTRY JUDGING

A judge will evaluate the written portion of the entry. The major emphasis of the written entry is on the content. Any visual elements (where allowed) will be evaluated on how clearly and effectively they support the content.

PRESENTATION GUIDELINES

• The participants are to assume the role of hired consultants. The judge is to assume the role of the business’s/organization’s owner/manager. • The participants will present the plan to the judge in a 15-minute presentation worth 100 points. (See Presentation Judging.) • The presentation begins immediately after the introduction of the participants to the judge by the adult assistant. Each participant must take part in the presentation. • Each participant may bring a copy of the written entry or note cards pertaining to the written entry to use as reference during the presentation. • Only visual aids that can be easily hand carried to the presentation by the actual participant(s) will be permitted. The participants themselves must set up the visuals. Wheeled carts, moving straps or similar items may not be used to bring visuals into the area. Set up time is included in the total presentation time. Participants must furnish their own materials and equipment. No electrical power or internet connection will be supplied. Alternate power sources such as small generators are not allowed. Sound may be used, as long as the volume is kept at a conversational level. • Materials appropriate to the situation may be handed to or left with judges in all competitive events. Items of monetary value may be handed to but may not be left with judges. Items such as flyers, brochures, pamphlets and business cards may be handed to or left with the judge. No food or drinks allowed. • If any of these rules are violated, the adult assistant must be notified by the judge.

PRESENTATION JUDGING

The participants are to assume the role of hired consultants. You are to assume the role of the business’s/organization’s owner/manager. Participants will make a 15-minute presentation to you. At the beginning of the presentation (after introductions), the participants will explain the proposed strategic plan. Allow the participants to complete this portion without interruption, unless you are asked to respond. Each participant must take part in the presentation. If time remains, you may ask questions that seem appropriate, based on your notes or on the written entry (if provided). At the conclusion of the presentation, thank the participant(s). Then complete the Presentation Evaluation Form, making sure to record a score for all categories. The maximum score for the presentation is 100 points.

DECA GUIDE 2026-27 | 65

BUSINESS OPERATIONS RESEARCH EVENTS BUSINESS SERVICES OPERATIONS RESEARCH BOR BUYING AND MERCHANDISING OPERATIONS RESEARCH BMOR FINANCE OPERATIONS RESEARCH FOR HOSPITALITY AND TOURISM OPERATIONS RESEARCH HTOR SPORTS AND ENTERTAINMENT MARKETING OPERATIONS RESEARCH SEOR

WRITTEN ENTRY EVALUATION FORM EXECUTIVE SUMMARY

NOVICE

DEVELOPING

PROFICIENT

EXEMPLARY

0-1-2-3

4-5-6

7-8-9

INTRODUCTION

NOVICE

DEVELOPING

PROFICIENT

EXEMPLARY

2. Description of the business or organization including its primary products or services, purpose/mission, target market and current business strategy.

0-1-2

3-4-5

6-7

RESEARCH METHODS USED IN THE STUDY

NOVICE

DEVELOPING

PROFICIENT

EXEMPLARY

3. Description and rationale of the research methodologies (e.g., qualitative, quantitative, primary and secondary, etc.) in relation to the study’s goals and research topic, with a clear explanation of the data collection process.

0-1-2

3-4-5

6-7

4. Conducts, implements, and executes the selected research methods in a clear organized and professional manner. The research methods are easy to understand, logical, and thorough.

0-1-2

3-4-5

6-7

FINDINGS AND CONCLUSIONS OF THE STUDY

NOVICE

DEVELOPING

PROFICIENT

EXEMPLARY

5. Interprets and connects the research findings to the study’s objectives and questions, demonstrating clarity, understanding, and support for the objectives.

0-1-2

3-4-5

6-7

6. Draws logical, evidence-based conclusions that are supported by the research findings.

0-1-2

3-4-5

6-7

PROPOSED STRATEGIC PLAN

NOVICE

DEVELOPING

PROFICIENT

EXEMPLARY

7. Proposes actionable objectives and provides a practical rationale for the proposed strategic plan based on data, research, and logical analysis.

0-1-2-3

4-5-6-7

8-9-10-11

8. Proposes actionable, logical strategic activities with realistic timelines to support the implementation of the strategic plan.

0-1-2-3

4-5-6-7

8-9-10-11

9. Proposes effective metrics or key performance indicators to measure the plan’s effectiveness.

0-1-2-3

4-5-6-7

8-9-10-11

PROPOSED BUDGET

NOVICE

DEVELOPING

PROFICIENT

EXEMPLARY

10. Evaluates and justifies the financial costs of the proposed strategies, identifies all costs, explains the cost rationale, addresses financial viability, and considers potential ROI/financial benefits.

0-1-2

3-4-5

6-7

PROFESSIONAL STANDARDS

NOVICE

DEVELOPING

PROFICIENT

EXEMPLARY

0-1

2-3

4-5

1. A clear, concise and well-structured executive summary (one to three pages) covering key aspects of the project.

11. Displays a professional layout using appropriate business language and correct grammar.

WRITTEN ENTRY TOTAL POINTS (100)

66 | DECA GUIDE 2026-27

JUDGED SCORE

PRESENTATION EVALUATION FORM PRESENTATION CONTENT

NOVICE

DEVELOPING

PROFICIENT

EXEMPLARY

1. Business Need, Process and Methodology Explains the business need, data collection and tools process, and research methods related to the project’s goals.

0-1-2-3-4-5

6-7-8-9-10

11-12-13-14

2. Key Findings Accurately interprets research findings and draws logical, evidence-based conclusions that are supported by the data.

0-1-2-3-4-5

6-7-8-9-10

11-12-13-14

3. Proposed Strategic Plan Proposes feasible strategic actions and solutions based on data and analysis that effectively solve the business need.

0-1-2-3-4-5

6-7-8-9-10

11-12-13-14

4. Proposed Budget Justifies strategy costs, identifies key expenses, and addresses financial viability and ROI.

0-1-2-3-4-5

6-7-8-9-10

11-12-13-14

5. Impact and Measurement Proposes relevant metrics/key indicators to capture and measure the results and effectiveness of the solution.

0-1-2-3-4-5

6-7-8-9-10

11-12-13-14

NOVICE

DEVELOPING

PROFICIENT

EXEMPLARY

6. Organization Information is presented in a logical sequence that can be easily followed and understood.

0-1

2-3

7. Effectiveness Presentation effectively persuades, informs, or inspires by communicating a clear message.

0-1

2-3

8. Delivery Presentation engages the audience through interactive techniques (e.g., visual storytelling, etc.).

0-1

2-3

9. Presentation Design Visual aids and themes are used throughout and are appropriate, professional, and add value to the presentation.

0-1

2-3

10. Overall Impression Demonstrates overall career readiness through professionalism, poise and confidence.

0-1

2-3

PRESENTATION TECHNIQUE

JUDGED SCORE

PRESENTATION TOTAL POINTS (100) WRITTEN ENTRY (100) PRESENTATION (100) SUBTOTAL (200) LESS PENALTY POINTS TOTAL SCORE

DECA GUIDE 2026-27 | 67

KNOWLEDGE AND SKILLS DEVELOPED

PROJECT MANAGEMENT EVENTS

Participants will demonstrate

Business Solutions Project PMBS

of the project as described

Sponsored by National Association of State Procurement Officials (NASPO)

Career Development Project PMCD

Sponsored by National Apartment Association Education Institute (NAAEI)

Community Awareness Project PMCA Sponsored by Piper Sandler

Community Giving Project PMCG Sponsored by AT&T

Financial Literacy Project PMFL Sponsored by iCEV

Sales Project PMSP

Sponsored by Adobe

Integrated Marketing Campaign—Product IMCP Sponsored by Adobe

Integrated Marketing Campaign—Service IMCS Sponsored by Adobe

knowledge and skills needed to address the components of the project as described in the content outline and

Participants will also develop Career Competencies, in the following categories, desired by today’s employers: • Critical Thinking

The Integrated Marketing Campaign Events provide an opportunity for the participants to demonstrate promotional knowledge and skills needed by marketing personnel. Participants in the Integrated Marketing Campaign Events will: • assume the role of account manager(s) at a marketing agency • develop an integrated marketing campaign of no more than 45 days in length for a real event, product, or service • present the campaign in a role-play situation to a prospective client The guidelines for each of the Integrated Marketing Campaign Events are consolidated to facilitate coordination of participant activities in each of the campaign categories. This means the guidelines will be exactly the same for each campaign category. However, each campaign category will be treated separately as a competitive event.

CAREER CLUSTERS + DEFINITIONS

The following definitions are used to determine the category of campaign.

Thinks critically to understand and solve problems. • Communication Communicates clearly, effectively, and with reason. • Decision Making Considers the impacts of decisions. • Collaboration Participates and advocates in groups of all sizes to achieve common goals. • Innovation Demonstrates a creative

Integrated Marketing Campaign—Event includes a campaign that is related to any sports and entertainment event and/or company event. Examples include concerts, festivals, fairs, tournaments, pet adoption day, charity events, etc. Integrated Marketing Campaign—Product includes a campaign that is related to any hard/soft line retail products including e-commerce. Examples include apparel and accessories, retail products, etc.

and innovative mindset. • Technology Ethically leverages technologies to enhance efficiencies, complete tasks, and accomplish goals.

Integrated Marketing Campaign—Service includes a campaign that is related to any service or intangible product. Examples may include pet services, golf lessons, health care services, salons, restaurants, amusement parks, etc.

EVENT OVERVIEW

• This event consists of the pitch deck, the cluster exam and the oral presentation. The maximum score for the presentation evaluation is 100 points. The presentation evaluation score will be weighted twice (2 times) the value of the exam score. The exam score carries forward into the final round of competition. • Each event entry will be composed of one to three members of the DECA chapter. All participants must present the campaign to the judge. All participants must respond to questions. • Each participant will be given a 100-question, multiple-choice, cluster exam testing knowledge of the Business Administration Core performance indicators and the Marketing Cluster performance indicators. In the case of team entries, the scores of each participant will be averaged to produce a single team score. • The pitch deck must be limited to 20 slides, including the appendix (if an appendix is attached). • The Prepared Event Statement of Assurances and Academic Integrity must be signed and submitted as a separate document with the entry. Do not include it in the page numbering. • The oral presentation may be a maximum of 15 minutes in length, including time for judge’s questions. • For the presentation, the participants are to assume the role of account manager(s) at a marketing agency. The judge will assume the role of a prospective client and will evaluate the presentation, focusing on the content and effectiveness of the presentation technique.

DECA GUIDE 2026-27 | 105

PITCH DECK GUIDELINES

1-3 PARTICIPANTS

MARKETING CLUSTER EXAM

NAME OF THE EVENT (one of the following): • INTEGRATED MARKETING CAMPAIGN–EVENT • INTEGRATED MARKETING CAMPAIGN–PRODUCT • INTEGRATED MARKETING CAMPAIGN–SERVICE Name of high school School address City, State/Province, ZIP/Postal Code

20 SLIDE PITCH DECK

Names of participants Date TABLE OF CONTENTS. The table of contents should follow the title slide. The table of contents may be single-spaced and must only be one slide. It should be numbered “3.” BODY OF THE PITCH DECK. The body of the pitch deck begins with Section I, Overview, and continues

PRESENT CAMPAIGN

in the sequence outlined here. The first slide of the body is numbered “4” and all following slides are numbered in sequence. Slide numbers continue through the bibliography (required) and the appendix (optional). This outline must be followed. Points for each section are included on the Presentation Evaluation Form. Each section must be titled, including the bibliography and the appendix. I. OVERVIEW One-slide description of the campaign, including the business opportunity the campaign is addressing II. DESCRIPTION OF THE EVENT, PRODUCT OR SERVICE AND ITS COMPANY III. CAMPAIGN OBJECTIVES IV. CAMPAIGN TARGET MARKET V. RESEARCH, INSIGHTS, CONNECTION TO THE CAMPAIGN Research on the influences (e.g. cultural, social, economic, technological) and media consumption patterns that shape audience behavior; include how the findings inform the campaign strategy, activities and schedule. VI. CAMPAIGN STRATEGY, ACTIVITIES AND SCHEDULE Campaign activities of no more than 45 days in length with timelines and channels; include creative samples of marketing collateral suggested. VII. PROPOSED BUDGET Detailed projections of campaign costs including key expenses and financial viability VIII. IMPACT AND MEASUREMENT Key performance indicators that will be used to measure the success of the campaign IX. BIBLIOGRAPHY A bibliography is required. Include a list of the sources of information used in the pitch deck. X. APPENDIX An appendix is optional. If additional material is appended, all slides must be numbered as noted previously. Include in an appendix any exhibits appropriate to the pitch deck, but not important enough to include in the body.

106 | DECA GUIDE 2026-27

15 MINUTES INTERVIEW TIME

PENALTY POINT CHECKLIST

PRESENTATION GUIDELINES

• The participants are to assume the role of account managers at a marketing agency. The judge is to assume the role of a client who is assessing campaign proposals. • The participants will present to the judge in a 15-minute presentation worth 100 points. (See Presentation Judging.) • The presentation begins immediately after the introduction of the participants to the judge by the adult assistant. Each participant must take part in the presentation. • Each participant may bring a copy of the pitch deck or note cards pertaining to the pitch deck and use as reference during the presentation. • If time remains, the judge may ask questions pertaining to the campaign. • Only visual aids that can be easily hand carried to the presentation by the actual participant(s) will be permitted. The participants themselves must set up the visuals. Wheeled carts, moving straps or similar items may not be used to bring visuals into the area. Set up time is included in the total presentation time. Participants must furnish their own materials and equipment. No electrical power or internet connection will be supplied. Alternate power sources such as small generators are not allowed. Sound may be used, as long as the volume is kept at a conversational level. • Materials appropriate to the situation may be handed to or left with judges in all competitive events. Items of monetary value may be handed to but may not be left with judges. Items such as flyers, brochures, pamphlets and business cards may be handed to or left with the judge. No food or drinks allowed. • If any of these rules are violated, the adult assistant must be notified by the judge.

PRESENTATION JUDGING

The participants are to assume the role of account managers at a marketing agency. You are to assume the role of a client who is assessing campaign proposals. Participants will make a 15-monute presentation to you. You may refer to the pitch deck, or to notes, during the presentation. At the beginning of the presentation (after introductions), the participants will present the proposal. Allow the participants to complete this portion without interruption, unless you are asked to respond. Each participant must take part in the presentation. If time remains, you may ask questions that seem appropriate, based on your notes or on the pitch deck itself (to which you may refer during the presentation). At the conclusion of the presentation, thank the participants. Then complete the Presentation Evaluation Form, making sure to record a score for all categories. The maximum score for the evaluation is 100 points.

DECA GUIDE 2026-27 | 107

INTEGRATED MARKETING CAMPAIGN EVENTS INTEGRATED MARKETING CAMPAIGN—EVENT IMCE INTEGRATED MARKETING CAMPAIGN—PRODUCT IMCP INTEGRATED MARKETING CAMPAIGN—SERVICE IMCS

PRESENTATION EVALUATION FORM PRESENTATION CONTENT

NOVICE

DEVELOPING

PROFICIENT

EXEMPLARY

1. Knowledge of Industry/Brand Clear, thorough understanding of the industry, the organization, product or service, and its position within its industry.

0-1

2-3

2. Business Opportunity Explains the business opportunity, goals and objectives, and the target market.

0-1

2-3

3. Research, Insights and Connection to Campaign Explains the research method, results, and how the findings inform the next steps.

0-1-2-3-4-5

6-7-8-9-10

11-12-13-14

4. Campaign Strategy Proposes feasible ideas and solutions based on data and analysis that effectively solves the business opportunity using creativity and innovative ideas/concepts.

0-1-2-3-4-5

6-7-8-9-10

11-12-13-14

5. Campaign Activities and Schedule Outlines actionable strategic activities with realistic timelines, and aligns target market(s), channels and activities.

0-1-2-3-4-5

6-7-8-9-10

11-12-13-14

6. Proposed Budget Justifies campaign costs, identifies key expenses, and addresses financial viability.

0-1-2-3

4-5-6

7-8-9

7. Impact and Measurement Proposes relevant metrics/key indicators to capture and measure the results and effectiveness of the campaign.

0-1-2-3

4-5-6

7-8-9

PRESENTATION TECHNIQUE

NOVICE

DEVELOPING

PROFICIENT

EXEMPLARY

8. Organization Information is presented in a logical sequence that can be easily followed and understood.

0-1

2-3

9. Effectiveness Presentation effectively persuades, informs, or inspires by communicating a clear message.

0-1

2-3

10. Delivery Presentation engages the audience through interactive techniques (e.g., visual storytelling, etc.).

0-1

2-3

11. Presentation Design Visual aids and themes are used throughout and are appropriate, professional, and add value to the presentation.

0-1

2-3

12. Overall Impression Demonstrates overall career readiness through professionalism, poise and confidence.

0-1

2-3

TOTAL POINTS (100) LESS PENALTY POINTS TOTAL SCORE

108 | DECA GUIDE 2026-27

JUDGED SCORE

KNOWLEDGE AND SKILLS DEVELOPED

PROFESSIONAL SELLING AND CONSULTING EVENTS

Participants will demonstrate

Financial Consulting FCE

evaluation forms.

knowledge and skills needed to address the components of the project as described in the content outline and

Sponsored by Knowledge Matters

Entrepreneurship VBCEN

Sponsored by Knowledge Matters

Fashion VBCFA

Sponsored by Knowledge Matters

Hotel Management VBCHM Sponsored by Knowledge Matters

Personal Finance VBCPF

Sponsored by Knowledge Matters

Restaurant VBCRS

Sponsored by Knowledge Matters

Retail VBCRT

Sponsored by Knowledge Matters

Sports VBCSP

Sponsored by Knowledge Matters

Participants in the DECA Virtual Business Challenge (VBC) operate a web-based business simulation utilizing a competition version of the Virtual Business software. The VBC qualifying rounds are conducted via the internet, where participants will vie for chartered association, regional and overall rankings.

CAREER CLUSTERS + DEFINITIONS

The following definitions are used to determine the activities that are included in each of the Virtual Business Challenges.

Entrepreneurship: Participants will: • conduct market research, spot new business opportunities and take the plunge by embarking on their very own entrepreneurial venture with 20 different businesses to choose from • implement new business strategies via requesting financing, building their team, acquiring resources, setting prices, developing their marketing and more • analyze market data, interpret financial reports and apply critical thinking and decision making skills in order to make their entrepreneurial venture as successful as possible

Accounting: Participants will: • use forensic accounting to identify fraud and errors and use managerial accounting techniques to maximize profits • analyze accounting documents, such as T-accounts, worksheets, journals and the general ledger, as well as source documents such as time sheets, customer invoices, pay records and more in order to identify issues

Hotel Management: Participants will: • manage different aspects of a hotel, such as revenue management, group sales, marketing, front desk operations, banquets/meetings, housekeeping and more • interpret industry specific reports, such as the Group Sales PACE Report, the STAR Competitive Report, the Market Data Report, the Daily Revenue Report and more, in order to assist with making informed decisions and implementing strategies that will optimize profitability Restaurant: Participants will: • manage specific marketing and business concepts, such as market research, menu design and pricing, advertising strategies and purchasing within their own restaurant • interpret actions, financial information, and reports, such as the Product/Menu Mix and Menu Matrix Analysis reports, in order to make strategic marketing decisions for their restaurant

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Fashion: Participants will: • scour runway and street blogs for emerging and viral fashion trends • manage marketing, business and fashion-specific concepts such as design, buying, pricing and markdowns, social media promotion, window display and merchandising within their own fashion design business • interpret actions, charts and reports, such as the Income Statement and the “Instatrend” report in order to make strategic marketing decisions for their fashion business to optimize profitability Retail: Participants will: • manage specific marketing concepts, such as pricing, purchasing and promotion within their own supermarket, sporting goods or electronics stores • interpret actions, charts and reports, such as the Inventory and Sales & Margin reports, in order to make strategic marketing decisions for their store to optimize profitability Sports: Participants will: • manage specific marketing concepts, such as ticket pricing, social media, concessions and sponsorships within their own football franchise • interpret actions, charts and reports, such as the event reports, financial reports and social media results, in order to make strategic marketing decisions for their franchise to optimize profitability

Personal Finance: Participants will: • manage bank accounts, credit and debit cards, bills, credit scores, taxes, insurance, online banking and more • interpret actions, charts and reports, such as credit reports, bank statements and pay and tax records, in order to make strategic financial decisions and optimize net worth

ONLINE EVENT OVERVIEW

• The Virtual Business Challenge will contain two (2) International Career Development Conference qualifying rounds. Challenge 1: Tuesday, October 13, 2026, 10:00 a.m. ET through Friday, October 23, 2026, 5:00 p.m. ET. Challenge 2: Tuesday, January 12, 2027, 10:00 a.m. ET

1-3 PARTICIPANTS

through Friday, January 22, 2027, 5:00 p.m. ET. • Entries will be composed of one to three members of the DECA chapter. A team member may be on an accounting, an entrepreneurship, a fashion, a hotel, a personal finance, a restaurant, a retail and a sports team at the same time; however, a team member may not be on multiple accounting, multiple entrepreneurship, multiple fashion, multiple hotel, multiple personal finance, multiple restaurant, multiple sports or multiple retail teams at the same time. No additional team members may be added once a

ONLINE SIMULATION

team has registered. • Teams qualifying for ICDC in Challenge 1 cannot compete with different teammates in Challenge 2. • For all tracks, the top two teams from each region from each of the qualifying rounds will be eligible to compete at ICDC. However, eligibility to attend ICDC is determined by the chartered associations, based on their policies. Finalists should consult with their chartered association advisor for eligibility guidelines. Only one team per chapter, per round, per track may qualify to compete at ICDC. Only original team members may compete at ICDC; no substitutions may be made. • A member may compete in the accounting VBC, the entrepreneurship VBC, the fashion VBC, the hotel VBC, the personal finance VBC, the restaurant VBC, the retail VBC, and the sports VBC; however, the member will be allowed to participate in only one VBC track at ICDC. • Top teams in each chartered association may receive recognition by their chartered association.

ICDC QUALIFIER EVENT OVERVIEW

• At ICDC, all VBC tracks will compete in two sessions, and final rankings will be determined based on their cumulative total points from both sessions. • The competition sessions at ICDC will run for approximately 15 minutes. Each team will control starting and stopping their simulation file as well as the speed at which they would like to run the file. Teams will be competing in single-player mode. Participants should expect to control most, if not all, of the features listed under the Actions menu within the simulation. During the competition sessions, participants must run their simulation through the required amount of simulated time in order to be eligible to advance to the next round. The sessions will likely take place in the exhibit hall, open to an audience, and all participants must compete in the same setting. • Participants are allowed to bring notes to use during the competition sessions at ICDC. • Members qualifying for participation at ICDC must wear a DECA blazer during the competition sessions. • Members competing at ICDC in Virtual Business Challenge may not compete in another ICDC event/activity. • For complete Virtual Business Challenge event guidelines and procedures, go to www.knowledgematters.com/high-school/competitions/deca/.

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