ABM 006: PRINCIPLES OF MARKETING

Teachers’ Guide Module #21

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

Lesson Title: Elements of a Marketing Plan – Part 1 Materials:

Student Activity Sheets
Lesson Objectives:
At the end of this lesson, I can: References:
https://blog.hubspot.com/marketing/marketing-
plan-template-generator
1. Describe the elements of marketing plan, https://smallbusiness.chron.com/write-
2. Start writing the 1st parts of the marketing plan executive-summary-marketing-plan-
43199.html#:~:text=The%20executive%20
summary%20is%20a%20miniature%20ver
sion%20of%20your%20marketing,delve%2
0into%20the%20marketing%20plan.

Productivity Tip:
Don’t say you don’t have enough time. You have exactly the same number of hours per day that were
given to Helen Keller, Pasteur, Michelangelo, Mother Teresa, Leonardo da Vinci, Thomas Jefferson, and
Albert Einstein. – H. Jackson Brown Jr.

A. LESSON PREVIEW
Introduction (2 mins)

Great news!!! Write your groupmates’ names below:

We are now approaching the end of our
lesson. I am very excited to see your Leader: __________________________
output of today and the coming day’s Members:
lesson.
Again, today and for the next 3 days _______________________ _________________________
would be your preparation for your
_______________________ _________________________
major performance task which is the
marketing plan. I have pre-grouped you _______________________ _________________________
into two groups per section, making
sure that each group is composed of _______________________ _________________________
diverse personalities that would help
_______________________ _________________________
contribute in crafting the best marketing
plan. So, you belong to Group _____ _______________________ _________________________
(write your group number).

This document is the property of PHINMA EDUCATION

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 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #21

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

Activity 1: What I Know Chart, part 1 (3 mins)

I want you to honestly answer these two questions using your stored knowledge and see if you get it right
as we go along. Is that clear? I am excited to know your answer.

Questions: What I Know

1. Can you name 3 elements
of a marketing plan?

2. What is an executive
summary?

B. MAIN LESSON
Activity 2: Content Notes – (13 Minutes)
To deepen your understanding on the Principles of Marketing, read the following pre-printed concept notes.
Please highlight or underline the key word/s that leads to full understanding of the concept.

Marketing Plan Elements

I. Executive Summary
II. Products & Services
III. Vision & Mission Statements
IV. Research Analysis
A. Competition
B. Competitive Advantage
C. SWOT Analysis
V. Customer Information: Audience, Persona and
Lifecycle
VI. Marketing Objectives
VII. Marketing Strategies and Tactics
VIII. Marketing Budget
IX. Controls

This document is the property of PHINMA EDUCATION

2
 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #21

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

I. Executive Summary
Although this is a more formal part of your marketing plan template, this will be the “organizer” of the plan
that summarizes your marketing plan. Make sure each section has a clear heading that is easy to understand
as well as a tight and precise description of what that section includes. At a glance, a reader should understand
exactly what the section is about! This is written last.

II. Products and Services

In this section, you will want to list the many values that you bring to your potential customers—whether
it’s products, services or experience.

III. Mission and Vision Statements

This is an important place for you to summarize and really hyper-focus what your business will change,
do, or offer potential customers. What is your business value? If you can’t explain in a few sentences why
customers need your product, you do not have a value proposition. Without a need, there is no incentive for
customers to pay. So, ask yourself, what do you think of your current value proposition? Can your existing
business model deliver? Do you have the right infrastructure in place and the appropriate resources for delivering
the value proposition?

IV. Research and Analysis

In this section, you’ll want to report on a variety of market-related things that have an impact on your
overall marketing plan.

 Competition
Research competitors, then analyze the following:
 Product attributes
 Pricing
 Marketing and promotion strategies
 Distribution channel and method
 Products or services offered

By doing this, you can “spy” on your competition, take notes on what they are doing with their marketing
efforts and then engineer your efforts to be better! By getting an insight into your competitors, you can carve out
a place for yourself in an industry because you took the time to be unique and look at things differently than what
is being done.


Competitive Advantage
In this section, you list down condition/s or circumstance/s that puts your product or company in a
favourable or superior business position.

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 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #21

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

 S.W.O.T
By looking into each of these sections for your business, you can create a plan on how you can
differentiate your products or services and claim your unique position in the marketplace.
Strengths
When looking at your business strengths you want to list realistic advantages, strengths and positives you bring
to the table. When you think about your value proposition this should come easy.
Weakness
When looking at business weaknesses look at your competition and see where you lack. Do not be too hard on
yourself, but be honest with yourself. You cannot grow if you cannot see how you need to improve. When you
take a look at weaknesses, this also helps you plan out ways to address and improve your business message.
Opportunities
This is the most positive way to view your business growth. In this section, look for ways you can and will succeed
as a business. Look at your market and how it is supposed to grow and how that will benefit your business. Look
for ways you can undercut and improve what your competition is doing!
Threats
Like anything in life, there is always opposition, so it would be smart to not only look at the opportunities but to
also see realistic limitations to your business. Look for things that will affect your bottom line, limit your target
audience or locational factors that can negatively affect your business.

For more reading and guidance: https://www.disruptiveadvertising.com/marketing/marketing-plan-sample/

Activity 3 and 5: Group Activity (30 minutes)

How is the learning process so far? This activity will help you develop more your understanding of today’s
lesson. Have fun:)
Direction: This time, you and your team will now start writing the elements of your marketing plan. I
assume you have decided on the company you wish to make a marketing plan. Jump to Section No. 2
until Section 4.

Section 2:________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________

Section 3:
Mission: _________________________________________________________________________________
________________________________________________________________________________________
Vision:__________________________________________________________________________________
________________________________________________________________________________________

This document is the property of PHINMA EDUCATION

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 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #21

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

Section 4:
Competition:_____________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
Competitive Advantage: ____________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
SWOT: __________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________

Activity 4: What I Know Chart, part 2 (2 mins)

Now, this time, answer the question in Activity 1 based on what you learn after studying your notes. This is to
check whether you have fully understood our lesson.

Questions: What I Learned

1. Can you name 3 elements of a
marketing plan?

2. What is an executive summary?

This document is the property of PHINMA EDUCATION

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 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #21

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

C. LESSON WRAP-UP
A. Work Tracker
You are done with this session! Let’s track your progress. Shade the session number you just completed to
see if how much work you have accomplished and how much work there is left to do.

B. Think About Your Learning

Fantastic, you nearly finish today’s session. But before that, I want you to honestly assess your learnings for
today’s lesson. This will tell you to go back or move forward to the next lesson.

Place a 
Description Explanation
below
Clear I got it!
I understand it for the most part but a
Cloudy
few things are still unclear.
Confusing I don’t get it at all

FAQs
Q: What are the 6 factors of competitive advantage?
A: The six factors of competitive advantage are quality, price, location, selection, service and
speed/turnaround.

TEACHER-LED ACTIVITIES
1. Check and grade collected SAS and other input from students.
2. Schedule phone calls/virtual calls/virtual chats to individual students or small groups of students to
monitor work, provide guidance, answer questions, and check understanding.

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