During the 1990-91 school year, a study was conducted to determine a validated list of competencies (concepts and tasks) for use in curriculum development efforts for general marketing programs in Michigan. DACUM (Developing a Curriculum) was the occupational analysis procedure used to identify the competencies, job tasks, level of difficulty, and levels of employment for general marketing programs. Using a six-step research process including a literature review, a management panel, a cluster panel, analysis and synthesis, a validation panel, and database management, the study (1) developed a validated list of competency statements for general marketing programs; (2) defined major instructional areas by sequence and level of difficulty; (3) identified a career hierarchy and cluster chart for general marketing; and (4) assigned competencies to one of five prebaccalaureate levels of employment (entry, career-sustaining, marketing specialist, marketing supervisor, and manager-entrepreneur) within marketing occupations. The identified competencies provided the framework used to develop a curriculum guide for secondary marketing education programs in Michigan. (An eight-page project report is followed by a cluster career chart, competency list, and appendices containing the DACUM panel members; invitational letters and enclosures; validation panel agenda, handouts, and minutes; and follow-up letter and panel participation records.) (KC)