HOW TO USE THIS MODULE?

Before starting the module, I want you to set aside other tasks that will
disturb you while enjoying the lessons. Read the simple instructions
below to successfully enjoy the objectives of this kit. Have fun!
1. Follow carefully all the contents and instructions indicated
in every page of this module.
2. Write on your notebook the concepts about the lessons.
Writing enhances learning, that is important to develop and
keep in mind.
3. Perform all the provided activities in the module.
4. Let your facilitator/guardian assess your answers using the
answer key card.
5. Analyze conceptually the posttest and apply what you have
learned.
6. Enjoy studying!

PARTS OF THE MODULE

• Expectations - These are what you will be able to know after completing
the lessons in the module.
• Pre-test - This will measure your prior knowledge and the concepts to be
mastered throughout the lesson.
• Looking Back to your Lesson - This section will measure what learnings
and skills did you understand from the previous lesson.
• Brief Introduction- This section will give you an overview of the lesson.
• Activities - This is a set of activities you will perform with a partner.
• Remember - This section summarizes the concepts and applications of the
lessons.
• Check your Understanding - It will verify how you learned from the lesson.
• Post-test - This will measure how much you have learned from the entire
module.

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 LESSON
4 Strategic and Marketing Planning

EXPECTATIONS

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.

Most Essential Learning Competency:

1. define Strategic and Marketing Planning
2. distinguish between strategic and marketing planning in terms of objectives
and processes

Let us start your journey in

learning thru a Pretest.
PRETEST Smile and Enjoy!

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.

MARKETING STRATEGY MARKETING PLAN

LONG-RANGE PLAN STRATEGIC PLANNING
CONTROL.

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 LOOKING BACK TO YOUR LESSON

Fill-in the Blanks:

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. 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.

Professionalism Customer service Politeness

Customer Value Communicate Often Customer Relationship Marketing

BRIEF INTRODUCTION

“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.

4
 Marketing Strategy Marketing Plan
The “Why” Behind your Marketing The Road Map the Execution “Plan”
Efforts
Its purpose is to describe how your Its purpose is to lay out your
marketing goals will help you achieve marketing campaign efforts on a
your business goals tactical level
what offering you will deliver, who you what you will do, where you will do
will deliver, who you will deliver it to, it, when you will implement and
how you will deliver it and who your how you will track success.
competitors are.
it helps you make the most of your It supports yours strategy and is
investment, keep your marketing the action plan you’ll uses to
focused, and measure your sales implement your marketing efforts.
results.
Source: Written by The Laire Group Team | April 23, 2018 lairegroup.com

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.

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 Learning Module for Principles of Marketing
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.
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 Learning Module for Principles of Marketing

Figure 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.
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 Learning Module for Principles of Marketing

ACTIVITIES

Directions: Write your answers for Independent Activity 1 & 2 in yellow pad.
1. Independent Activity 1:
Identification. Identify the difference between Marketing Strategy and Marketing Plan. Use
this format.

Marketing Strategy Marketing Plan

1. 1.

2. 2.

3. 3.

4. 4.

2. Independent Activity 2:
Kindly differentiate the Strategic and Marketing versus Tactical Marketing.

REMEMBER

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.
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 Learning Module for Principles of Marketing
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.

CHECK YOUR UNDERSTANDING

MODIFIED TRUE OR FALSE:

Directions: Write Correct if the statement regarding Strategic and Marketing Planning
is true, but if it is incorrect write the correct word/s to make the statement correct.

__________________1. Strategic Planning 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. Implementation 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.
__________________3. 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.
__________________4. Planning 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.
__________________5. Control consists of measuring and evaluating the results of
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 Learning Module for Principles of Marketing
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.

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 c. Strategic Planning
b. Marketing Plan 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 c. Strategic Planning
b. Marketing Plan 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 c. Strategic Planning
b. Marketing Plan 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 c. Strategic Planning
b. Marketing Plan 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 c. Strategic Planning
b. Marketing Plan d. Planning

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 Learning Module for Principles of Marketing

REFLECTIVE LEARNING SHEET

In the midst of the current COVID-19 pandemic, global markets are severely disrupted.
Businesses are forced to explore innovative solutions to overcome the growing negative
implications of this unprecedented crisis.
Due to various quarantine measures imposed by governments around the world, certain
industries have been affected much more than others. As only businesses involved in the value
chain of essential commodities are operational, the rest of the industries need to evaluate how
they will respond to business unusual. The existing business continuity plans may not be
sufficient to address the fast-changing variables presented by COVID-19.
source:https://www.pwc.com/ph/en/advisory/deals-advisory/responding-to-the-potential-business-
impacts-of-covid-19--deals-.html

Reflective Question. Can you site businesses use out-of-the-box marketing

strategy despite of this pandemic situation? Explain.
_____________________________________________________________________________________
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E-SITES
To further explore the concept learned today and if it possible to connect
the internet, you may visit the following links:
Topic: How to develop an effective marketing strategy
link: https://www.youtube.com/watch?v=auRTKgS1bTM

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 Learning Module for Principles of Marketing

REFERENCES

Armstrong, Gary (2013). Marketing: An introduction 11th, Global ed. Harlow,

England: Pearson
Attar, Asiyeh, (2019) CONTEMPORARY TYPES OF MARKETING, Retrieved from
https://blog.ubrik.com/types-of-marketing

Garrovillas, Eduardo P ( 2007), Out of the Box Marketing Principles, that work
and make sense. Books Atbp. Publishing Corp

Go, Josiah (1996). Contemporary Marketing Strategy in the Philippine Setting,

Manila: National Bookstore

MEDINA, ROBERTO G. (2008), Principles of marketing revised edition REX

Bookstore.
Microsoft Dynamics 365, (2015, July 16). RELATIONSHIP Marketing Strategies
and tools Retrieved
from https://www.powerobjects.com/blog/2015/07/16/9-relationship-
marketing-strategies-and-tools/

Smith, Kimberly (2009) Case Study: How a Facebook Game Attracted 10 Times
the Traffic, New Fans, Real Sales Retrieved
from http://www.marketingprofs.com/casestudy/2009/9366/how-a-
facebook-game-attracted-10-times-the-traffic-new-fans-real-sales
The Laire Group Team, (2018) Marketing Plan versus Marketing Strategy Retrieved
from https://www.lairegroup.com/blog/marketing-plan-vs-marketing-
strategy
Virgillito, Dan, (2018, Jan. 24) What is Market Segmentation? Learn How to
Segment Your Customers, Retrieved
from https://www.oberlo.com/blog/market-segmentation
Williamson, Will (2020), Traditional Vs Contemporary Marketing Strategies,
Retrieved from https://blog.jdrgroup.co.uk/digital-prosperity-
blog/traditional-vs-contemporary-marketing-strategies

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