ADAPTIVE TEACHING GUIDE

Specialized Subject: Principles of

Marketing

Most Essential Topic # 1: The Principles of Marketing

Lesson # 1: A framework for Marketing

Pre-requisite Content Knowledge: Economics, Organization and Management

Pre-requisite Skills: Collaboration, Thinking, Analization and Communication
Prerequisite Assessment: Answer the following questions:
1. Define Marketing in your own words
2. Give three examples of products that you regularly see around and describe how they are “marketed”

Pre-lesson Remediation Activity:

1. For Students with Insufficient Level on Prerequisite Content-knowledge and/or Skill(s): Define the term marketing in your own words
3. For Students with Fairly Sufficient Level on Pre-requisite Content-knowledge and/or Skill(s): Give three examples of products that you regularly see around and describe how they are
“marketed”

Introduction:

Time frame a student is expected to finish in learning the lesson (and where to contact the teacher when concerns arise)
The students will be given 2 weeks to finish this lesson. The teachers can be contacted through email, facebook and at school.

The knowledge (RUA) the student is expected to gain from learning the topic/lesson
● Define and understand marketing
● Describe the traditional approaches to marketing
● Discuss the goals of marketing
Context where the student is going to apply his/learning (In what PAA/EFAA and personal use?)

● Collaboration and Communication

Overview of the Lesson

These course deals with the principles and practices in marketing goods and services. It also focuses on the development of integrated marketing programs that will help grow
businesses.

To a layman, marketing will indeed be all about selling a product. But to a marketing professional, marketing is a process. It is a process that begins right at the moment when an
aspiring entrepreneur or business development manager realizes that there is an opportunity to build up a business. You can think of marketing as a discipline or a field of management, in
much the same way that finance is management field and human resource development is a management field. At the same time it helps if marketing is understood by the entire organization
because marketing is such an integrative field. Effective marketing needs the involvement and support of all the other fields of management – operations, finance, human resources,
information systems, and even corporate planning. Marketing is also about communication. In fact, there is a trend toward using the term “marketing communications” rather than just
“marketing”. This reflects the fact that selling a product is really all about properly communicating that product to the market and to the world at large.”

Student’s Experiential Learning:

Chunk 1: Essay
Formative Question: explain in your own words why marketing is principally about communication.

Chunk 2: Essay
Formative Question: explain how a newspaper engages in marketing. What is its market? What is selling?

Synthesis: Learners will understand that:

a. The definition of marketing
b. Framework of comprehending the principles of marketing
RUA of a Student’s Learning: (Online – Thru LMS / Offline – Thru Printed Copy)

● Define and understand marketing

● Describe the traditional approaches to marketing
● Discuss the goals of marketing

Post-lesson Remediation Activity: (Online and Printed Copy)

Answer the question: What kind of communications does a marketing entity generate? For instance, imagine a Starbucks Coffee Shop. What are the detailed elements that communicate
messages to the buyer and what are those messages?
References/Sources:

Book/s:
Principles of Marketing
Author/s: A.B Llano
 ADAPTIVE TEACHING GUIDE

Specialized Subject: Principles of

Marketing

Most Essential Topic # 2: The Principles of Marketing

Lesson # 2: Needs, Wants and Demands

Pre-requisite Content Knowledge: Economics, Organization and Management

Pre-requisite Skills: Collaboration, Thinking, Analization and Communication
Prerequisite Assessment: Answer the following questions:
4. Explain in your own words what a “need” is. Try to explain this from your own experience.
5. Give three examples of products that you want to have and the reasons why you want to have them.

Pre-lesson Remediation Activity:

1. For Students with Insufficient Level on Prerequisite Content-knowledge and/or Skill(s): Explain in your own words what a “need” is. Try to explain this from your own experience.

6. For Students with Fairly Sufficient Level on Pre-requisite Content-knowledge and/or Skill(s): Give three examples of products that you want to have and the reasons why you want to
have them.

Introduction:

Time frame a student is expected to finish in learning the lesson (and where to contact the teacher when concerns arise)
The students will be given 2 weeks to finish this lesson. The teachers can be contacted through email, facebook and at school.

The knowledge (RUA) the student is expected to gain from learning the topic/lesson
● Define and understand Needs, Wants and Demands
● Describe the traditional approaches to marketing
● Discuss the goals of marketing
 Context where the student is going to apply his/learning (In what PAA/EFAA and personal use?)

● Collaboration and Communication

Overview of the Lesson

Needs, Wants, and Demand We all have needs. We need food, clothing and shelter. We need to be educated. We need to be heard, to be loved and to be understood. Take a quick
glance at the paragraph above once again. Notice the rapid progression from tangible needs to more tangible needs to more intangible, emotional ones. Keep this in mind because as we
progress through this course, you will discover themes that will recur again and again. As it turns out, one of these themes is the critical role our emotions play in everything that we buy. You
think you are a very rational buyer who rarely makes illogical or impractical purchases? By the end of this module, you may rethink that assumption. This is not to say that we should condemn
illogical and impractical purchases. Rather, our purpose here is to build in you a level of self-awareness and empathy about how consumers including-you behave and why we buy what we
buy.
A need is a state of felt deprivation about something that is deemed to be necessary. When you feel hungry, for instance, your body feels deprived of nutrients and therefore triggers a
search solution. At most primal level, we go back once again to the physical need of food, clothing, and shelter which we literally need to stay alive and fundamentally comfortable. This
incidentally includes the need for water. So let us begin our discussion with this basic need for water. In Metro Manila, the two biggest water utilities (Manila Water and Manila) insist that
their tap water is potable which is used by the majority of households that they serve. In other words, you can drink the water straight from the faucet. So how many of us do actually drink
straight from the faucet? For low-income households, drinking straight from the tap is something that they would not think twice about. But as a household income rises, tap water is quickly
replaced by alternative options of either bottled water or filtered water. Bottled water can come in the form of either neighborhood-supplied gallon containers or store-bought water. Filtered
water, on the other hand, can be had through any number of installed home filtration systems ranging in price from a couple of thousand pesos to over a hundred thousand pesos

Student’s Experiential Learning:

Chunk 1: Essay
Formative Question: Give two (2) examples for each of the popular brands across these two different categories: (a) sneakers, (b) junk foods

Chunk 2: Essay
Formative Question: Think of a very expensive product that you aspire to have. Assuming that you do not have the budget for this, think of a cheaper alternative. Now, imagine buying this
cheaper alternative and having it with you right now. Are you happy with it? Why? Are you contented with it? Why? Fill the chart with your answer.

Synthesis: Learners will understand that:

c. It is important to know the concepts of needs, wants and demand
d. The importance of dynamics in consumer brands
RUA of a Student’s Learning: (Online – Thru LMS / Offline – Thru Printed Copy)

● Define and understand Needs, Wants and Demands

● Describe the traditional approaches to marketing
● Discuss the goals of marketing

Post-lesson Remediation Activity: (Online and Printed Copy)

Answer the question: Discuss how much a consumer must spend in order to satisfy a particular need. Is a need ever satisfied, or will the state of felt deprivation last for life? Simulate this by
using a hypothetical character who has particular needs.
References/Sources:

Book/s:
Principles of Marketing
Author/s: A.B Llano
 ADAPTIVE TEACHING GUIDE

Specialized Subject: Principles of

Marketing

Most Essential Topic # 3: The Principles of Marketing

Lesson # 3: Marketing Origins, Exchange and Value

Pre-requisite Content Knowledge: Economics, Organization and Management

Pre-requisite Skills: Collaboration, Thinking, Analyzation and Communication
Prerequisite Assessment: Answer the following questions:
2. Using your own words, define “value”. Try to really go as deep into its meaning as you can
3. Give three examples of what you believe to be are valuable products and explain why you think these are valuable.

Pre-lesson Remediation Activity:

1. For Students with Insufficient Level on Prerequisite Content-knowledge and/or Skill(s): Using your own words, define “value”. Try to really go as deep into its meaning as you can

4. For Students with Fairly Sufficient Level on Pre-requisite Content-knowledge and/or Skill(s): Give three examples of what you believe to be are valuable products and explain why you
think these are valuable.

Introduction:

Time frame a student is expected to finish in learning the lesson (and where to contact the teacher when concerns arise)
The students will be given 2 weeks to finish this lesson. The teachers can be contacted through email, facebook and at school.

The knowledge (RUA) the student is expected to gain from learning the topic/lesson
● Define and understand marketing origins and exchange value
● Describe the traditional approaches to marketing
● Discuss the goals of marketing
Context where the student is going to apply his/learning (In what PAA/EFAA and personal use?)

● Collaboration and Communication

Overview of the Lesson

These course deals with the principles and practices in marketing goods and services. It also focuses on the development of integrated marketing programs that will help grow
businesses.

Stage 1. Supply < Demand When supply is less than the demand, manufacturers generally have no problems selling whatever they produce. This is what is typically called a seller’s
market and the sellers have the upper hand in these situations, the market is hungry for the product and has the disposable income to pay for it. If your objective was to be the biggest and
market dominant force, then you would want to take advantage of such situation by scaling up your production as quickly as possible in order to take as much of the market as you can. You
will want an emphasis on capacity maximization, whether it is through your own manufacturing or through strategic partnerships, along with an emphasis on expanding your distribution as
swiftly as possible. The mind-set behind this is that the demand is there, so you just have to produce as much of your product as you can in order to meet it. This mind-set is called production
orientation.

Student’s Experiential Learning:

Chunk 1: Essay
Formative Question: Identify a brand, product or service that currently operates under the production orientation. Describe the average buyer of this product as well as his or her typical;
profile.

Chunk 2: Essay
Formative Question: Recall a time when you were not happy with a purchase. Analyze exactly what made you unhappy about it. Was it the price? The quality? The reality versus the
expectations? Frame your analysis using the concepts explained in this section.

Synthesis: Learners will understand that:

e. The evolution behind principles of marketing
f. The difference between marketing and non-marketing based.
RUA of a Student’s Learning: (Online – Thru LMS / Offline – Thru Printed Copy)

● Define and understand marketing origins and exchange value

● Describe the traditional approaches to marketing
● Discuss the goals of marketing

Post-lesson Remediation Activity: (Online and Printed Copy)

Answer the question: Assess what it takes for a product or service to become worthy of a wordof-mouth promotion. What does it take for you to share something to your peers? List down
the requirements.
References/Sources:

Book/s:
Principles of Marketing
Author/s: A.B Llano
 ADAPTIVE TEACHING GUIDE

Specialized Subject: Principles of

Marketing

Most Essential Topic # 4: The Principles of Marketing

Lesson # 4: Contemporary Approaches to Marketing

Pre-requisite Content Knowledge: Economics, Organization and Management

Pre-requisite Skills: Collaboration, Thinking, Analization and Communication
Prerequisite Assessment: Answer the following questions:
2. How does a television network make money? Describe what you imagine the process to be. Who should a TV station be negotiating with and what do you think is most important in
such a negotiation process?
3. What makes a soft drink or similar beverage attractive to you? List down four attributes that you would consider and rank them (with 1 being the most important).

Pre-lesson Remediation Activity:

1. For Students with Insufficient Level on Prerequisite Content-knowledge and/or Skill(s): Define the term marketing in your own words
4. For Students with Fairly Sufficient Level on Pre-requisite Content-knowledge and/or Skill(s): Give three examples of products that you regularly see around and describe how they are
“marketed”

Introduction:

Time frame a student is expected to finish in learning the lesson (and where to contact the teacher when concerns arise)
The students will be given 2 weeks to finish this lesson. The teachers can be contacted through email, facebook and at school.

The knowledge (RUA) the student is expected to gain from learning the topic/lesson
● Define and understand contemporary approaches to marketing
● Describe the marketing traditional approaches to marketing
● Discuss the goals of marketing
Context where the student is going to apply his/learning (In what PAA/EFAA and personal use?)

● Collaboration and Communication

Overview of the Lesson

These course deals with the principles and practices in marketing goods and services. It also focuses on the development of integrated marketing programs that will help grow
businesses.

The first step for them was to do a SWOT Analysis. SWOT stands for Strengths, Weaknesses, Opportunities and Threats. It is a way of cataloging the environment that will allow you to
spot potential avenues for strategy formulation. ABS-CBN first drew up a list of their strengths which included:  Nationwide reach  Huge financial resources, courtesy of its present company
Of course they would also draw up a list of their weaknesses, which included:  Lack of clear position or identity in the market  No loyal advertisers The basic framework for any marketing
strategy is summarized by the mnemonic of STP: Segment, Target and Position. First, identify the available segments. Next, select or target the most promising market segment among the
available options. Finally, position your product to that best suit the needs of the targeted market. Because the ABS-CBN wanted nothing less than market leadership, they really had only two
possible courses of action: compete directly with GMA-7 for the higher income class segments or compete directly with IBC-13 for the broad market. This was the segmentation phase. A quick
scan of the strengths and weaknesses of these two competitors revealed that:  GMA-7 was well managed and cash-rich, which means that any attempt to compete with them would be a
long and arduous battle.  On the other hand, while IBC-13 was very popular with the viewing public, things were not so good behind the scenes: artists were unhappy because they were not
being paid enough or even on time, a lot of complaints versus the management and the production quality, so the shows were pathetic. Therefore, in terms of which network to target, it
became clear that ABS-CBN would have a better chance if it competed directly with IBC-13. This was the targeting phase.
Student’s Experiential Learning:

Chunk 1: Essay
Formative Question: Discuss why ABS-CBN had to focus on just one market. Why it did not try to appeal to both the upper income markets and the broad market at the same time?

Chunk 2: Essay

RUA of a Student’s Learning: (Online – Thru LMS / Offline – Thru Printed Copy)

● Define and understand contemporary approaches to marketing

● Describe the marketing traditional approaches to marketing
● Discuss the goals of marketing

Post-lesson Remediation Activity: (Online and Printed Copy)

Answer the question: What kind of communications does a marketing entity generate? For instance, imagine a Starbucks Coffee Shop. What are the detailed elements that communicate
messages to the buyer and what are those messages?
References/Sources:

Book/s:
Principles of Marketing
Author/s: A.B Llano