Principles of Marketing

Quarter 2 – Module 5:
Managing Marketing: Analysis,
Planning, Implementation
and Control
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Principles of Marketing
Quarter 2 – Module 5:
Managing Marketing: Analysis,
Planning, Implementation and
Control
Introductory Message
For the facilitator:

Welcome to the Principles of Marketing – Grade 12 Alternative Delivery Mode (ADM)

Module on Managing Marketing: Analysis, Planning, Implementation and Control!

This module was collaboratively designed, developed and reviewed by educators both
from public and private institutions to assist you, the teacher or facilitator in helping
the learners meet the standards set by the K to 12 Curriculum while overcoming
their personal, social, and economic constraints in schooling.

This learning resource hopes to engage the learners into guided and independent
learning activities at their own pace and time. Furthermore, this also aims to help
learners acquire the needed 21st century skills while taking into consideration their
needs and circumstances.

In addition to the material in the main text, you will also see this box in the body of
the module:

Notes to the Teacher

This contains helpful tips or strategies that
will help you in guiding the learners.

As a facilitator you are expected to orient the learners on how to use this module.
You also need to keep track of the learners' progress while allowing them to manage
their own learning. Furthermore, you are expected to encourage and assist the
learners as they do the tasks included in the module.
For the learner:

Welcome to the Principles of Marketing – Grade 12 Alternative Delivery Mode (ADM)

Module on Managing Marketing: Analysis, Planning, Implementation and Control!

The hand is one of the most symbolized part of the human body. It is often used to
depict skill, action and purpose. Through our hands we may learn, create and
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This module was designed to provide you with fun and meaningful opportunities for
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This module has the following parts and corresponding icons:

What I Need to Know This will give you an idea of the skills or
competencies you are expected to learn in the
module.

What I Know This part includes an activity that aims to

check what you already know about the
lesson to take. If you get all the answers
correct (100%), you may decide to skip this
module.

What’s In This is a brief drill or review to help you link

the current lesson with the previous one.

What’s New In this portion, the new lesson will be

introduced to you in various ways such as a
story, a song, a poem, a problem opener, an
activity or a situation.

What is It This section provides a brief discussion of the

lesson. This aims to help you discover and
understand new concepts and skills.

What’s More This comprises activities for independent

practice to solidify your understanding and
skills of the topic. You may check the
answers to the exercises using the Answer
Key at the end of the module.

What I Have Learned This includes questions or blank

sentence/paragraph to be filled in to process
what you learned from the lesson.

What I Can Do This section provides an activity which will

help you transfer your new knowledge or skill
into real life situations or concerns.
 Assessment This is a task which aims to evaluate your
level of mastery in achieving the learning
competency.

Additional Activities In this portion, another activity will be given

to you to enrich your knowledge or skill of the
lesson learned. This also tends retention of
learned concepts.

Answer Key This contains answers to all activities in the

module.

At the end of this module you will also find:

References This is a list of all sources used in developing

this module.

The following are some reminders in using this module:

1. Use the module with care. Do not put unnecessary mark/s on any part of the
module. Use a separate sheet of paper in answering the exercises.
2. Don’t forget to answer What I Know before moving on to the other activities
included in the module.
3. Read the instruction carefully before doing each task.
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We hope that through this material, you will experience meaningful learning and
gain deep understanding of the relevant competencies. You can do it!
 What I Need to Know

This module deals with managing marketing: analysis, planning, implementation

and control. This will help learners to understand and determine what functions
should be required in the management of marketing process.

At the end of the lesson, the learners will be able to:

1. Explain the relationship between market analysis, planning, implementation
and control - ABM-PM11-l1f-20;
2. Identify Strength, Weakness, Opportunity and Threat; and
3. Define marketing audit.
 What I Know
In addition to being good in marketing, companies also need to pay attention
to management. Managing the marketing process requires the four marketing
management functions.

Below is a design road map. Place the required marketing management function into proper
places including significant terms. Word pool is provided as a guide to create managing
marketing design map. Word pool

Control Strength Analysis Planning

Threat Carry out the plan Weakness

Measure results Opportunity Implementation

Evaluate results Develop marketing plan

1 Take corrective action Develop strategic plan

2__________
3__________
4__________
5__________

7__________
8__________

10_________

11

12_________
13_________
14_________
______

√
 Lesson Managing Marketing:
5 Analysis, Planning,
Implementation and Control

Analysis

Planning Implementation Control

Develop strategic Carry out the Measure Results

plans plans

Evaluate Results

Develop marketing
plans Take corrective
action

Managing the marketing process requires the four marketing management functions
--analysis, planning, implementation, and control. The company first develops
company-wide strategic plans and then translates them into marketing and
other plans for each division, product, and brand. Through implementation, the
company turns the plans into action. Control consists of measuring and evaluating
the results of marketing activities and taking corrective action where needed. Finally,
marketing analysis provides information and evaluation needed for all the other
marketing activities."(Kotler & Armstrong, 2012: p.53)
 Marketing Analysis

Managing the marketing function begins with a complete analysis of the

company's situation in the marketing environment. Marketing analysis offers
accurate and complete information to each other marketing management
functions: planning, implementation, and control.

Internal Analysis of Strengths and Weaknesses

An internal analysis is a thorough review of the strengths and weaknesses within

an organization, usually by evaluating the company's culture and image,
organizational structure, staff, operational efficiency and capacity, brand
awareness and financial resources. Strengths are positive attributes, which can be
tangible or intangible, and are within the control of the organization. Weaknesses
are factors that may hinder the achievement of desired goals.

External Analysis of Opportunities and Threats

Opportunities and threats are measured as part of an external analysis. Both can
occur when things happen in the external environment that may require a change
within the business. These external factors may include market trends, supplier or
partner changes, customer flows, increasing competition, new technology, and
economic upturns or downturns.

Opportunities present themselves as attractive factors that can propel or positively

influence the company in some way. Threats are external factors that could place
the organization's goals at risk. These often are classified by their level of severity
and probability of occurrence.
 Marketing Planning
Marketing planning involves choosing marketing strategies that will help the
company attain its overall strategic objectives. A detailed marketing plan is
needed for each business unit, product, and brand. The authors introduce what
a marketing plan look like and contents of a marketing plan.

Marketing Implementation
Marketing implementation is the process that turns marketing plans into
marketing actions to accomplish strategic marketing objectives. Whereas
marketing planning addresses the what and why of marketing activities,
implementation addresses the who, where, when, and how." (Kotler & Armstrong,
2012: p.54)

Marketing Control

Because many unexpected "surprises may occur during the implementation of

marketing plans, marketers must practice constant marketing control--
measuring and evaluating the results of marketing strategies and plans and
taking corrective action to ensure that the objectives are achieved."(Kotler &
Armstrong, 2012: p.56)
 What’s In

Directions: Read and analyze the marketing process

description below. Arrange by writing letters from a-d
accordingly.

a. turns b. choosing marketing

marketing plans into strategies
marketing actions

1.____ 3.____

2. ____
4.____

c. measuring and d. scanning the

evaluating results environment

´Logical connections of the marketing management functions is a

pillar to assert actuality of business’ strategic objectives.”

(Dizon C., 2020)

What’s New
 What is It

A marketing audit is A marketing audit

What a marketing an incredibly useful provides
audit is… tool that marketers management with an
can use in order to in-depth look at the
A marketing audit is
fully understand the marking operations
a comprehensive,
current marketing of the business,
systematic analysis
ecosystem at their which enables them
of the business
disposal, formulate a to evaluate the
marketing
distinct marketing performance,
environment of an
strategy, and solve budget, and
organization, both
any underlying resources available
internal and
issues that may be to the department as
external. It covers
revealed through the a whole.
the organization’s
audit process.
goals, objectives,
strategies, and
principles in order to
identify any
problems or areas of
opportunity and
Ultimately, a marketing audit
enables decision makers within
an organization to make major
A well-conducted marketing
decisions based on facts,
audit will highlight any areas
analysis, and data that will
that are performing well, as
support the overarching goals
well as those that are not up
of the business.
to par.
Directions: Tick (/) the column on which the statement about marketing audit
belongs appropriately.

MARKETING AUDIT CORRECT INCORRECT

1. It helps to understand current

marketing ecosystem

2. It helps formulate a district

marketing objective.

3. Provides an in-depth analysis of

business operations.

4. Helps organizations to make major

decisions based on facts.

5. It analyzes internal marketing

environment.

6. Evaluate budget performances.

7. Covers the organization’s goal,

objectives, strategies and
principles.

8. Good for highlighting areas that

are performing well.

9. A systematic analysis of marketing

business marketing environment.

10. Reveals marketing issues.

 What’s More

Word Hunt. Find 10 managing marketing key terms that are hidden in
the grid. The words may either be positioned vertically, horizontally or
diagonally.

I A B C D E G F H E K

M A R K E T I N G L
M

A A U D I T D E F S
P

A N R B T A E R H T
L

G A B K D F G H L R
E

A L W E E O N T H E
M

B Y C O N T R O L N
E

C S H J K L I N M G
N

D I A B C D E N L T
T

E S N M G H I L G H
A

F Q W E R T Y U I O
T

P L A N N I N G U P
I

P P O R T U N I T Y
O

W E A K N E S S Q R
N
 What I Have Learned

M1Fill in the blanks to complete the conceptual information on managing

Direction:
marketing.

Managing the marketing process requires the four marketing management functions
--analysis, planning, implementation, and control. The company first develops
company-wide strategic plans and then translates them into 1. _____________________
and other plans for each division, product, and brand.
Through 2.____________________, the company turns the plans into 3.
__________________. Control consists of 4. ____________________and evaluating the
results of marketing activities and taking 5. ___________________ where needed.

6.__________________ provides information and evaluation needed for all the other
marketing activities.

7. _________________ is a thorough review of the strengths and weaknesses within an

organization, usually by evaluating the company's culture and image, organizational
structure, staff, operational efficiency and capacity, brand awareness and financial
resources. Opportunities and threats are measured as part of an
8.______________________. These external factors may include market trends,
supplier or partner changes, customer flows, increasing competition, new
technology, and economic upturns or downturns.

9. ______________________ enables decision makers within an organization to make

major decisions based on 10. ______________________, and data that will support the
overarching goals of the business.
What I Can Do

Matching type. Match column A to column B.

1. Strategic planning technique

2. Internal capabilities
3. Lay out an action program
4. Measuring and evaluating
results
5. Turns marketing plans into
marketing actions

6. Internal limitations
7. Systematic analysis of
marketing environment
8. Favorable external factors
9. Unfavorable external factors
10. Complete analysis of the
company’s situation
 Assessment
Directions: Read each statement carefully. Tick (/) the column
where managing marketing term is being described.

MANAGING
MARKETING ANALYSIS PLANNING IMPLEMENTATION CONTROL

1. Offers
accurate
information to
each other
functions

2. Taking
corrective
actions

3. Do things right

4. Addresses
what and why

5. Addresses
who, where
when and how

6. Involves
choosing
marketing
strategies

7. Monitor
progress

8. Explains how
each strategy
responds to
situations

9. Measure
results

10. Includes SWOT

 Additional Activities

Directions: Identify managing marketing terms best described below.

a. Analysis
b. Planning
c. Implementation
d. Control
e. Audit
 Assessment: What I Can Do: What I have learned:
1. Analysis 1. j 1. Marketing
2. Control 2. f 2. Implementation
Additional Activities: 3. Implementation 3. b 3. Action
4. Planning 4. Measuring
1. Analysis 4. a
5. Implementation 5. Corrective action
2. Planning 5. c
6. Planning 6. Marketing analysis
3. Control 7. Control 6. g
7. internal analysis
4. Audit 8. Planning 7. e
8. External analysis
5. Implementation 9. Control 8. h 9. Marketing audit
10.Analysis 9. i 10. facts, analysis
10. d
What I Know:
What is It: 1. Analysis
What’s More: 2. Strength
1. Correct 3. Weakness
What’s In:
1. Audit 2. Incorrect 4. Opportunity
2. Control 3. Correct 1. D 5. Threat
3. Implementation 4. Correct 2. B 6. Planning
4. Analysis 5. Incorrect 3. A 7. Develop strategic
5. Planning 6. Correct 4. C marketing
6. Weakness 7. Correct 8. Develop marketing
8. Incorrect plan
7. Opportunity
9. Correct 9. Implementation
8. Strength
10. Correct 10. Carry out the plan
9. Threat
11. Control
10. Marketing
12. Evaluate results
13. Take corrective
actions
Answer Key
References
2020. https://www.pexels.com/photo/1671066/.

2020. Google.Com.
https://www.google.com/search?q=analysis&tbm=isch&tbs=sur%3Afc&hl=en&
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imgrc=rqzvGI3WZZGo8M&imgdii=lYxKNr3PSbcqwM.
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"A Situational Analysis Of A Strategic Marketing Plan". 2020. Small Business -

Chron.Com. https://smallbusiness.chron.com/situational-analysis-strategic-
marketing-plan-1474.html.
Alcoran Alaric Brian. 2018. Principles of Marketing. Philippines: Bookline
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"How SWOT (Strength, Weakness, Opportunity, And Threat) Analysis Works".

2020. Investopedia. https://www.investopedia.com/terms/s/swot.asp.
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It, SWOT. 2020. "SWOT Analysis: Definition And Examples". Business News Daily.
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Majeed, Madison. 2020. "What A Marketing Audit Is (And How To Do
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20internal%20and%20external.&text=A%20well%2Dconducted%20marketing%
20audit,are%20not%20up%20to%20par.
Session, Free, Free Strategies, Is You?, Online Generation, Google Management,
Facebook Management, and Content-Driven SEO et al. 2020. "Business SMS
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"SWOT Analysis: – How To Develop A Strategy For Success". 2020. Mindtools.Com.

https://www.mindtools.com/pages/article/newTMC_05.htm.

"What Marketing Management Functions Should Be Required In The Management

Of Marketing Process?". 2020. Jennyxzkong.Blogspot.Com.
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