ABM-PRINCIPLES OF MARKETING 11 - Q1 - W4 - Mod4
ABM-PRINCIPLES OF MARKETING 11 - Q1 - W4 - Mod4
ABM-PRINCIPLES OF MARKETING 11 - Q1 - W4 - Mod4
Department of Education
National Capital Region
DIVISION OF CITY SCHOOLS – MANILA
Manila Education Center Arroceros Forest Park
Antonio J. Villegas St. Ermita, Manila
PRINCIPLES OF MARKETING
Quarter 1 Week 4 Module 4
Learning Competency:
After going through this module,
you are expected to:
1. define Strategic and Marketing
Planning
2. distinguish between strategic; and
marketing planning in terms of
objectives and processes
3. ABM_PM11-Iei-9
ABM_PM11-Iei-9
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HOW TO USE THIS MODULE?
Before starting the module, I want you to set aside other tasks that will
disturb you while enjoying the lessons. Read the simple instructions
below to successfully enjoy the objectives of this kit. Have fun!
1. Follow carefully all the contents and instructions indicated
in every page of this module.
2. Write on your notebook the concepts about the lessons.
Writing enhances learning, that is important to develop and
keep in mind.
3. Perform all the provided activities in the module.
4. Let your facilitator/guardian assess your answers using the
answer key card.
5. Analyze conceptually the posttest and apply what you have
learned.
6. Enjoy studying!
• Expectations - These are what you will be able to know after completing
the lessons in the module.
• Pre-test - This will measure your prior knowledge and the concepts to be
mastered throughout the lesson.
• Looking Back to your Lesson - This section will measure what learnings
and skills did you understand from the previous lesson.
• Brief Introduction- This section will give you an overview of the lesson.
• Activities - This is a set of activities you will perform with a partner.
• Remember - This section summarizes the concepts and applications of the
lessons.
• Check your Understanding - It will verify how you learned from the lesson.
• Post-test - This will measure how much you have learned from the entire
module.
1
LESSON
4 Strategic and Marketing Planning
EXPECTATIONS
Matching-Type.
Directions: Choose appropriate letter in the box and write the letter in the space
provided before the number.
__________________1. The describes the primary factors and forces affecting the organization
during the next several years. It includes the long-term objectives, the main marketing
strategies used to attain them, and the resources required. Reviewed and updated each year
so [hat the company always has a current long-range plan. The company's annual and long-
range plans deal with current businesses and how to keep them going.
__________________2. Shaped by your business strategy, your marketing strategy is your
purpose; it's the offering you deliver, how you will deliver it and why your marketing efforts
will help you achieve your company’s mission and strategic goals. Once you have your
strategy, only then will you be able to develop an effective marketing plan.
__________________3. sets the stage for the marketing plan. It starts with its overall purpose
and mission. These guide the formation of measurable corporate objectives.
__________________4. Consists of measuring and evaluating the results of plans and activities
and taking corrective action to make sure objectives are being achieved. Analysis provides.
__________________5. It is driven by your strategy, your marketing plan is the execution; the
roadmap of tactical marketing efforts that help you achieve your marketing goals. Your plan
is your detailed campaign of what you will do, where you will do it, when you will implement,
and how you will track success.
2
LOOKING BACK TO YOUR LESSON
BRIEF INTRODUCTION
4
Marketing Strategy Marketing Plan
The “Why” Behind your Marketing The Road Map the Execution “Plan”
Efforts
Its purpose is to describe how your Its purpose is to lay out your
marketing goals will help you achieve marketing campaign efforts on a
your business goals tactical level
what offering you will deliver, who you what you will do, where you will do
will deliver, who you will deliver it to, it, when you will implement and
how you will deliver it and who your how you will track success.
competitors are.
it helps you make the most of your It supports yours strategy and is
investment, keep your marketing the action plan you’ll uses to
focused, and measure your sales implement your marketing efforts.
results.
Source: Written by The Laire Group Team | April 23, 2018 lairegroup.com
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Learning Module for Principles of Marketing
2. The long-range plan describes the primary factors and forces affecting the
organization during the next several years. It includes the long-term objectives,
the main marketing strategies used to attain them, and the resources required.
This long-range plan is reviewed and updated each year so [hat the company
always has a current long-range plan. The company's annual and long-range
plans deal with current businesses and how to keep them going.
3. The strategic plan involves adapting the firm to take advantage of
opportunities in its constantly changing environment. It is the process of
developing and maintaining a strategic fit between the organization's goals and
capabilities and its changing marketing opportunities.
Strategic planning sets the stage for the marketing plan. It starts with its overall
purpose and mission. These guide the formation of measurable corporate objectives.
A corporate audit then gathers information on the company, its competitors, its
market and the general environment in which the firm competes. A SWOT analysis
gives a summary of the strengths and weaknesses of the company together with the
opportunities and threats it faces. Next, headquarters decides what portfolio of
businesses and products is best for the company and how much support to give each
one.
This helps to provide the strategic objectives that guide the company's various
activities. Then each business and product unit develop detailed marketing and other
functional plans to support the companywide plan. Thus, marketing planning occurs
at the business-unit, product and market levels. It supports company strategic
planning with more detailed planning for specific marketing opportunities.
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Learning Module for Principles of Marketing
Figure 1. Source: Kotler, Philip (1999), Principles of Marketing, Second European ed., Figure 3,
Chapter 3 Strategic Marketing Planning, page106.
ACTIVITIES
Directions: Write your answers for Independent Activity 1 & 2 in yellow pad.
1. Independent Activity 1:
Identification. Identify the difference between Marketing Strategy and Marketing Plan. Use
this format.
1. 1.
2. 2.
3. 3.
4. 4.
2. Independent Activity 2:
Kindly differentiate the Strategic and Marketing versus Tactical Marketing.
REMEMBER
The strategic plan is high-level thinking, without the details, defining strategic focus.
It ought to include thinking about how the business is different, and it is special
market focus, and it is business offering (product or service), and how those three
elements work together. In many ways it's like defining attributes, goals, and
directions. A marketing plan usually (but not necessarily) includes a market analysis.
It defines target markets, messaging, media, promotion, pricing, and other elements
of the marketing mix – distribution channels, packaging, PR, as appropriate. And it
sets specific activities, budgets, metrics, and milestones.
Marketing Plan is driven by your strategy, your marketing plan is the execution; the
roadmap of tactical marketing efforts that help you achieve your marketing goals.
Your plan is your detailed campaign of what you will do, where you will do it, when
you will implement, and how you will track success.
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Learning Module for Principles of Marketing
Strategic planning sets the stage for the marketing plan. It starts with its overall
purpose and mission. These guide the formation of measurable corporate objectives.
A corporate audit then gathers information on the company, its competitors, its
market and the general environment in which the firm competes. A SWOT analysis
gives a summary of the strengths and weaknesses of the company together with the
opportunities and threats it faces. Next, headquarters decides what portfolio of
businesses and products is best for the company and how much support to give each
one.
POST-TEST
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Learning Module for Principles of Marketing
In the midst of the current COVID-19 pandemic, global markets are severely disrupted.
Businesses are forced to explore innovative solutions to overcome the growing negative
implications of this unprecedented crisis.
Due to various quarantine measures imposed by governments around the world, certain
industries have been affected much more than others. As only businesses involved in the value
chain of essential commodities are operational, the rest of the industries need to evaluate how
they will respond to business unusual. The existing business continuity plans may not be
sufficient to address the fast-changing variables presented by COVID-19.
source:https://www.pwc.com/ph/en/advisory/deals-advisory/responding-to-the-potential-business-
impacts-of-covid-19--deals-.html
E-SITES
To further explore the concept learned today and if it possible to connect
the internet, you may visit the following links:
Topic: How to develop an effective marketing strategy
link: https://www.youtube.com/watch?v=auRTKgS1bTM
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Learning Module for Principles of Marketing
REFERENCES
Garrovillas, Eduardo P ( 2007), Out of the Box Marketing Principles, that work
and make sense. Books Atbp. Publishing Corp
Smith, Kimberly (2009) Case Study: How a Facebook Game Attracted 10 Times
the Traffic, New Fans, Real Sales Retrieved
from http://www.marketingprofs.com/casestudy/2009/9366/how-a-
facebook-game-attracted-10-times-the-traffic-new-fans-real-sales
The Laire Group Team, (2018) Marketing Plan versus Marketing Strategy Retrieved
from https://www.lairegroup.com/blog/marketing-plan-vs-marketing-
strategy
Virgillito, Dan, (2018, Jan. 24) What is Market Segmentation? Learn How to
Segment Your Customers, Retrieved
from https://www.oberlo.com/blog/market-segmentation
Williamson, Will (2020), Traditional Vs Contemporary Marketing Strategies,
Retrieved from https://blog.jdrgroup.co.uk/digital-prosperity-
blog/traditional-vs-contemporary-marketing-strategies
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Learning Module for Principles of Marketing
Acknowledgements
Development Team of the Module
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Learning Module for Principles of Marketing
ANSWER KEY
PRETEST:
r i
.
.
1.
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Learning Module for Principles of Marketing
3.
POSTTEST
MULTIPLE CHOICE:
1. 2. 3. 4. 5.
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