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FIRST PERIOD: Marketing theories are discussed to provide the readers with frameworks to use in consumption situations. Emphasis is given to the consumer perspective to
appreciate what marketing is all about.
MEETING NEEDS AND The learner understands the The learner define and The learner will involve The learner will holistically  define marketing
UNDERSTANDING meaning, basic concepts, recognize marketing and its themselves in recognizing and critically apply their  recognize marketing
BASIC MARKETING and other need theories of basic concepts and identify marketing concepts. learning in the process of and its basic concepts
PRINCIPLES marketing other needs theories The learner will know to choosing among needs,  identify other needs
manage their decision wants, and demands when theories
making process in put in the situation of
prioritizing among needs, consumption theories
wants, and demands.

ROBERTO’S The learner can describe The learner describes the The learner will identify The learner will  describe the concept of
SEGMENTATION, the concept of a market, concept of a market, define the which appropriate independently describe the a market
PROFILING, identify and segment a the different ways of target market to be concept of a market,  identify and segment
TARGETING, AND market, and select the segmenting a market, positioned when involved segment them and select market for a product or
POSITIONING appropriate target market profile the different in decision making in the target market desired service
segment and identify the segments referring to marketing which is appropriate for  select the appropriate
product or service to be relevant models, and product or service target market segment
positioned eventually select the target positioning and identify how the
market to be positioned product or service is to
be positioned
CONSUMER ANALYSIS The learner can identify The learner differentiates The learner will identify The learner will acquire  describe the consumer
and describe the factors the buying behavior and and describe the factors new ideas in analysing and business markets
that are influencing decision-making of that are influencing different consumer in their  differentiate the
consumer behaviour, the individual versus the individual and business buying and decision- buying behaviour, and
adopter categories model, business customers customer behavior and making behavior. decision-making of
and the buying roles, and differentiate their decision- individual/household
eventually differentiate the making behavior. customer versus the
buying behavior and business customer
decision-making of
customer versus the
business customer.

MARKETING The learner can define The learner defines The learner will implement The learner will make a  define marketing
RESEARCH market research, its marketing, recognize its a survey, summarize result, presentation of the survey research, its
importance, and identify importance, and know the and analyse data by using result for the importance to a
the steps in marketing steps in marketing consumer analysis, recommendations to SpTP business, and identify
research, the different types research. segmentation…and the steps in marketing
of data, and the different The learner identifies the positioning research
research methods. different types of data,  identify the different
different research methods, types of data and
and the marketing survey different research
templates that can be used methods
in solving market cases  identify marketing
survey templates that
can be used in solving
market cases.
SECOND PERIOD: The market is dynamic and the business needs to be able to understand and address this when analyzing their opportunities to ensure that they achieve their
business goal
MARKET The learner distinguishes The learner can explain the The learner will make a The learner will identify  distinguish between
OPPORTUNITY strategic and marketing relationship between graphic organizer to strategic and marketing strategic and
ANALYSIS planning in terms of market analysis, planning, illustrate the difference planning in terms of marketing planning in
processes, discuss the implementation, and between strategic and objectives and processes terms of objectives and
marketing goals and control. marketing plans; and make a presentation of processes
explain the different The learner can develop understanding of marketing the SWOT matrix,  discuss the goals of
company orientations competition analysis with considering the different competitive analysis, and marketing
toward the marketplace the aid of a SWOT matrix goals of marketing. consumer analysis of a  outline and explain the
in solving marketing cases certain product different company
orientations toward the
MARKETING The learner describes the The learner can The learner will develop The learner will pick retail  describe the traditional
STRATEGIES traditional and differentiate traditional strategies on pricing a new companies that sell tangible approaches to
contemporary marketing from contemporary product considering and intangible products and marketing and explain
approaches; identifies and marketing approach; general pricing approaches. indicate the evidence of contemporary
differentiate ideas, goods, differentiate ideas, goods, marketing approach being marketing approaches
services, and experiences; services, and experiences; used.  identify a product and
and considers factors in and consider factors when Look for a small business differentiate ideas,
setting prices of new setting prices. within your vicinity and do goods, services, and
products and general a business case analysis experiences.
pricing approaches identifying pricing  identify factors to
approaches and come out consider when setting
with pricing implications. prices and new product
pricing and its general
pricing approaches.