REPUBLIC OF THE PHILIPPINES

DEPARTMENT OF EDUCATION
DIVISION OF CABADBARAN CITY

NORTHERN MINDANAO COLLEGES, INC.

Atega Street, Barangay 11 Poblacion, Cabadbaran City
8605 Agusan del Norte, Region XIII
NON-SECTARIAN
1946

Self-Learning Module for Principles of Marketing

Quarter 1, Week 4

Introduction:

As we study and immerse ourselves in “Principles of Marketing” in the process, it is necessary to

know some Marketing Principles and Strategies. The module is subjected to discuss Module 4 –
Distinguish between strategic and marketing planning in terms of objectives and processes.

Directions for the User

Here are some reminders to guide as you go through this module:

1. Understand and follow the instructions carefully.

2. Accomplish the pretest to identify your preparedness about the lesson in this module.
3. Be honest in answering and checking your activity.
4. Read each lesson and do activities provided for you.
5. Demonstrate the activities to guide you in comprehending the lessons
6. Answer the posttest measure how much you have gained from the topics.

Objectives and Competencies

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

EXPLAIN: Lesson 4: Strategic and Marketing Planning

“The marketing strategy is your approach to achieving your competitive advantage — the marketing
plan contains the activities that will get you there.”- blog.aha.io
Marketing Strategy - 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 according to The Laire Group Team published at
www.lairedigital.com
Marketing Plan - 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.

1
STRATEGIC MARKETING VS. TACTICAL MARKETING
Strategic Planning is a broad process that can address the entire business, or a portion of
the business such as marketing while Marketing planning is written based from strategic plans.

STRATEGIC PLANNING
1. Strategy is a plan from reaching a specific goal.
2. In business, a strategy is a broad goal, such as increasing sales or market share or creating an
image for the business.
3. When creating marketing plans start with broad strategies and support the with specific tactics.
4. Planning is the process of predicting future events and conditions and of determining the best way
to attain the goals and objectives of the organization.
5. Strategic Planning is a management process of creating and maintaining fit between the
objectives and resources of the organization and the changing market opportunities.
Companies usually prepare annual plans, long-range plans and strategic plans:
1. The annual plan is a short-term plan that describes the current situation, company objectives, the
strategy for the year, the action program, budgets and controls.
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 and Marketing versus Tactical Marketing

1. This become the basis of long-Term plan used in strategic marketing
2. To accomplish the long-term goal, marketers also develop short term action plan and do tactical
marketing
3. Strategic marketing considers the long-term goals of your company such as expanding your
business, exploring new demographics, or creating a new brand. Therefore, it needs the insight of
your financial department who can analyze if you have adequate funds to realize your goals.
4. Tactical marketing often involves generating leads, building websites, placing ads, and following
up. It includes advertising, sales promotions, and other activities that directly support your strategic
marketing plan. And because your strategic marketing plan included establishing a budget, tactical
planning preparation should consider its financial limitations in carrying out these activities.
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.
2
 Fi
gure 1. Source: Kotler, Philip (1999), Principles of Marketing, Second European ed., Figure 3, Chapter 3
Strategic Marketing Planning, page106.
The Planning Process
Putting plans into action involves four stages: analysis, planning, implementation and control.
Figure 1 shows the relationship between these functions that are common to strategic planning,
marketing planning or the planning for any other function.
1. ANALYSIS. Planning begins with a complete analysis of the company's situation. The
company must analyze its environment to find attractive opportunities and to avoid
environmental threats. It must analyze company strengths and weaknesses, as well as current
and possible marketing actions, to determine which opportunities it can best pursue. Analysis
feeds information and other inputs to each of the other stages.
2. PLANNING. Through strategic planning, the company decides what it wants to do with each
business unit. Marketing planning involves deciding marketing strategies that will help the
company attain its overall strategic objectives. Marketing, product or brand plans are at the
center of this.
3. IMPLEMENTATION. Turns strategic plans into actions that will achieve the company's
objectives. People in the organization that work with others both inside and outside the
company implement marketing plans.
4. CONTROL. Control consists of measuring and evaluating the results of plans and activities
and taking corrective action to make sure objectives are being achieved. Analysis provides
information and evaluations needed for all the other activities.

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.
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.
Strategic planning process includes defining the Corporate Mission, environmental
scanning, Goal Formation, Strategy Formulation, Implementation, Feedbacks and Control.

3
 Worksheets for Principles of Marketing
Quarter 1, Week 4

Name : ________________________________________
Grade and Section : ________________________________________
Date : ________________________________________

Pretest
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.

Activity 1:
Directions: Read each statements or questions carefully and fill in the blanks with the correct
answer from the box below.

__________________1. Is almost a lost art. Saying 'hello,' 'good afternoon,' 'sir', and 'thank you
very much' are a part of good customer service? For any business, using good manners is
appropriate whether the customer makes a purchase or not.
__________________2. The relationship between benefits and the costs including money,
stress, and time to sacrifice that is necessary to get those benefits.
__________________3. The act of taking care of the customer's needs by providing and
delivering professional, helpful, high quality service and assistance before, during, and after the
customer's requirements are met. Customer service is meeting the needs and desires of any
customer.
4
__________________4. It will make earlier agents of change look inadequate. The key
facilitator is technology available to marketers. CRM weds the individual customer and
technology in ways that are unique. These fourth-wave relationships, propelled by a confluence
of technological advances, will themselves change at geometric rates.
__________________5. Relationships are based on communication. Your customers and users
want to communicate with you, so be sure to communicate with them often. Relationship
marketing works well when you strive to be there for your customers.

Activity 2:
A. Identification. Identify the difference between Marketing Strategy and Marketing Plan. Use
this format.

B. Kindly differentiate the Strategic and Marketing versus Tactical Marketing.

Post Test
MULTIPLE CHOICE: Choose the letter of the best answer.

____1. It is 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. a. Marketing Strategy
b. Marketing Plan
c. Strategic Planning
d. Planning

____2. - 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. a. Marketing Strategy
b. Marketing Plan
c. Strategic Planning
d. Planning

____3. is a broad process that can address the entire business, or a portion of the
business such as marketing while Marketing planning? a. Marketing Strategy
b. Marketing Plan
c. Strategic Planning
d. Planning

____4. 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. a. Marketing Strategy
5
 b. Marketing Plan
c. Strategic Planning
d. None of the above

____5. is the process of predicting future events and conditions and of determining the
best way to attain the goals and objectives of the organization? a. Marketing Strategy
b. Marketing Plan
c. Strategic Planning
d. Planning

ANSWER KEY
PRETEST:
(1) Long-Range Plan, (2) Marketing Strategy, (3) Strategic Planning, (4) Control, and (5)
Marketing Plan.

LOOKING BACK TO YOUR LESSON:

Fill-in the Blanks (1). Politeness (2) Customer Value, (3) Customer Service, (4) Customer, and
(5) Communicate often.
ACTIVITIES:
Independent Activity 1: Marketing Marketing Plan
Strategy
The “Why” Behind your Marketing Efforts The Road Map the Execution “Plan”
Its purpose is to describe how your Its purpose is to lay out your marketing
marketing goals will help you achieve campaign efforts on a tactical level
your business goals
what offering you will deliver, who you will what you will do, where you will do it,
deliver, who you will deliver it to, how you when you will implement and how you will
will deliver it and who your competitors track success.
are.
it helps you make the most of your It supports your strategy and is the action
investment, keep your marketing focused, plan you’ll uses to implement your
and measure your sales results. marketing efforts.

3. Strategic marketing considers the long-term goals of your company such as expanding your
business, exploring new demographics, or creating a new brand. Therefore, it needs the insight
of your financial department who can analyze if you have adequate funds to realize your goals.

4. Tactical marketing often involves generating leads, building websites, placing ads, and
following up. It includes advertising, sales promotions, and other activities that directly support
your strategic marketing plan. And because your strategic marketing plan included establishing
a budget, tactical planning preparation should consider its financial limitations in carrying out
these activities.

Rubrics for Grading the Essay:

5- If the paragraph consists of 5 or more sentences with correct and complete
Information.
4- If the paragraph consists of 3 to 4 sentences with correct information.
3- If the paragraph consists of 2 to 3 sentences with correct information.
2- If the paragraph consists of 2 sentences with correct information
1- if the paragraph consists of only one sentence with correct information.

CHECK YOUR UNDERSTANDING:

MODIFIED TRUE OR FALSE: (1) Correct, (2) Planning, (3) Correct, (4) Implementation, and
(5) Correct.
POSTTEST
MULTIPLE CHOICE:
1. A 2. B. 3. C 4. D. 5. D