ABM 006: PRINCIPLES OF MARKETING

Teachers’ Guide Module #4

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

Lesson Title: Setting SMART Marketing Goals Materials:

Student Activity Sheets
Lesson Objectives:
At the end of this lesson, I can: References:
https://coschedule.com/marketing-
1. Know the Marketing Goals and strategy/marketing-goals/
2. Construct my own marketing goal

Productivity Tip:
“Don’t limit yourself. Many people limit themselves to what they think they can do. You
can go as far as your mind lets you. What you believe, remember, you can achieve.” – Mary Kay Ash

A. LESSON PREVIEW/REVIEW 
Introduction (2 mins)

A wonderful day to you learner! I am very excited of your learning journey today. So, prepare your pen and
yourself because this is definitely a day full of fun learning and another step of becoming a marketer.
To start with, answer this review test activity prepared just for you!

Instruction: Without looking at your previous notes, enumerate the Marketing Era with years in order.
1. _________________________________ 3. _________________________________
2. _________________________________ 4. _________________________________

You may check your answer by referring to Key to Corrections at the last page

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 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #4

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

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

Below is a 3-column of What I Know, Questions and What I Learned. Please answer the What I Know
Column only. Do not answer yet the What I Learned Column. All right?

What I Know Questions: What I Learned (Activity 4)

Imagine that you
1._________________________________ won a lottery of 1._______________________________
10 million. What
2. _________________________________ will you do with 2._______________________________
the money? Set
at least 2 goals.

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.

MAR
KETING
 Without them, you have no way of knowing whether or not your work is worthwhile.
 Think of it like planning a trip. In order to know when you’ve arrived, you need to select a
destination first. Otherwise, you would be traveling aimlessly or get lost.
 is all
Marketing goal is a specific, measurable, achievable, relevant, and time-bound metric that drives every
marketing effort.

about
 Why is Goal-Setting Important?
 Marketers who write down their goals and objectives are more likely to make them a reality.
According to original CoSchedule research:

goals.
“Marketers who set goals are 376% more likely to report success than those who don’t.
And 70% of those successful, goal-setting marketers achieve them.”

 According to Mareo McCracken, “goals provide clarity.” Without them, we drift aimlessly from
task to task, without a clear understanding of how our work makes a difference. With clear goals
in place, you can begin constructing the strategy to achieve them.

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 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #4

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

Make Your Marketing Goals SMART

How To Set Marketing Goals:

So follow this framework to write yours:

By {insert day, month, year}, the {insert your organization’s name} marketing team will reach
{insert number} {insert metric} every {insert time frame}.

Here’s a marketing goal example written using that framework to give you more context:

By December 31, 2018, the CoSchedule marketing team will reach 6,000 marketing-qualified
leads every month.

Activity 3: Skill Building (5 minutes)

How is the learning process so far? This activity will test you of your understanding in today’s lesson.
Have fun!
Direction: Below are some of the common marketer’s goal in business. Using the framework or
pattern give, complete these goals to make it look like a SMART goal.

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 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #4

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

1. Building Brand Awareness

__________________________________________________________________________
2. Generating High Lead Volume
__________________________________________________________________________
3. Establishing Thought Leadership
__________________________________________________________________________
4. Contributing To Revenue Generation
__________________________________________________________________________
5. Increasing Brand Engagement
__________________________________________________________________________

Activity 4: Now, this time, go back to Activity 1 and complete the last column. This is to check whether
you have fully understood our lesson.

Activity 5: Check for Understanding (5 minutes) MY LIFE’S BUCKET LIST

Let’s create a bucket list! It’s a fun and exciting way to come up with things you’d like to do and places
you’d like to visit. Grab a partner – maybe your mom, sister or brother and do it together. Create a bucket
list of the things you want to do for this school year.

1.

2.

3.

4.

5.

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 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #4

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 is the difference between business goals and marketing goals?
A: Business goals are organizational goals the company aims to achieve while marketing goals
are department goals marketing teams aim to achieve. Good marketing objectives move the
needle on business objectives.
Q: What is the primary goal of marketing research?
A: The primary goal of market research is to understand your customer. You want to understand
the problems they face, demographics, interests, etc. Once you know who your customers are,
you can create content specific to them.

Suggested Reading: https://smallbusiness.chron.com/meaning-marketing-goals-64828.html

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 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #4

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

KEY TO CORRECTIONS

Answers to Lesson Review/Preview:

1. 1928 – The Production Era
2. 1930 to 1950 – The Sales Era
3. 1950s – The Marketing Era
4. 1990s – The Relationship Era

Answers to Skill Building vary

Answers to Check for Understanding vary

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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