K to 12 BASIC EDUCATION CURRICULUM

SENIOR HIGH SCHOOL – ACCOUNTANCY, BUSINESS AND MANAGEMENT (ABM) SPECIALIZED

SUBJECT
Grade: 11 Semester: 2nd Semester
Subject Title: Principles of Marketing (PM) No. of Hours/Semester: 80 hours
Pre-requisites: Economics, Organization and Management

Subject Description: The course deals with the principles and practices in marketing goods and services. It also focuses on the development of integrated
marketing programs that will help grow businesses.

CONTENT CONTENT STANDARD PERFORMANCE STANDARD LEARNING COMPETENCIES CODE

Chapter 1: The learners demonstrate The learners shall be able to… The learners…
an understanding of… ABM_PM11-Ia-b-1
Marketing Principles and 1. define and understand marketing
Strategies plot marketing goals and 2. describe the traditional approaches
the marketing principles, ABM_PM11-Ia-b-2
1. What is marketing and approaches for product or to marketing
its traditional goals, and traditional and service 3. discuss the goals of ABM_PM11-Ia-b-3
approaches? contemporary approaches marketing
2. Goals of marketing to marketing
3. Contemporary approaches to 4. identify and explain contemporary
ABM_PM11-Ia-b-4
marketing marketing approaches

Chapter 2: the value of customer develop a program for customer 5. define “relationship marketing” ABM_PM11-Ic-d-5
Customer Relationship: relations and customer service 6. explain the value of ABM_PM11-Ic-d-6
Customer Service service customers
7. identify and describe “relationship
ABM_PM11-Ic-d-7
development strategies”
8. illustrate successful customer
service strategy in the ABM_PM11-Ic-d-8
Philippine business enterprise
Chapter 3: the importance of conduct marketing research, 9. distinguish between strategic and
Market Opportunity Analysis information, the market interpret market buying marketing planning in terms of ABM_PM11-Ie-i-9
and Consumer Analysis characteristics affecting behavior on product or objectives and processes
1. Strategic Marketing versus consumer behavior, and the service, and identify the 10. analyze the elements of macro-
Tactical Marketing bases of market product or service target and ABM_PM11-Ie-i-10
2. The Marketing Environment segmentation market micro-environment and their
3. Marketing Research influence to marketing
4. Consumer and planning
Business Markets 11. define marketing research, its
5. Marketing Segmentation, importance to a business
ABM_PM11-Ie-i-11
Market Targeting, and enterprise and identify the steps
K to 12 Senior High School ABM Specialized Subject – Principles of Marketing May 2016 Page 1 of
 K to 12 BASIC EDUCATION CURRICULUM
SENIOR HIGH SCHOOL – ACCOUNTANCY, BUSINESS AND MANAGEMENT (ABM) SPECIALIZED
Market Positioning (STP) SUBJECT in marketing
research
12. describe the consumer and business
ABM_PM11-Ie-i-12
markets

K to 12 Senior High School ABM Specialized Subject – Principles of Marketing May 2016 Page 2 of
 CONTENT CONTENT STANDARD PERFORMANCE STANDARD LEARNING COMPETENCIES CODE

13. differentiate the buying

behavior and decision making of
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individual/ household customer
versus the
business (organizational) customer
14. identify and segment market for
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a product or service
15. select the appropriate target market
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segment and its positioning
Chapter 4: the essence of the design a new product or service, 16. define a product and differentiates
Developing the marketing mix new product decide types of pricing the product, services, and ABM_PM11-IIa-e-16
development, pricing, approach, and choose experiences
placing (distribution), distribution methods and 17. identify and describe the factors
and promoting a promotion tools that respond to to consider when setting prices
ABM_PM11-IIa-e-17
product or service market trends and new product pricing and its
general
pricing approaches
18. discuss the structure of distribution
channels, its functions, and the ABM_PM11-IIa-e-18
nature of supply chain management
19. define and identify relevant
promotional tools, namely,
advertising, sales promotion,
personal selling, public relations,
ABM_PM11-IIa-e-19
and direct marketing to create
awareness and persuade the
target market to buy the product
or
patronize the service
Chapter 5: the necessity of a marketing create a new product or service 20. explain the relationship between
Managing the Marketing Effort plan in business design and pricing, and market analysis, planning, ABM_PM11-IIf-20
(The Marketing Process) promotion and distribution implementation, and control
1. Market analysis strategies 21. analyze the company’s situation,
- SWOT Analysis markets, and environment (the ABM_PM11-IIf-21
2. Marketing planning marketing audit and SWOT analysis)
3. Marketing implementation 22. identify target market and
4. Marketing control ABM_PM11-IIf-22
positioning
 CONTENT CONTENT STANDARD PERFORMANCE STANDARD LEARNING COMPETENCIES CODE

23. explain the significance of the

marketing mix to motivate the
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potential market to buy the
product
or service (the marketing plan)
Chapter 6: and proper interpretation of orally defend the mini- 24. integrate the marketing concepts
Workshop and Presentation of marketing strategies marketing plan to a group of and techniques learned by ABM_PM11-IIg-j-24
Marketing Plan through workshop and marketing professionals preparing a marketing plan
presentation 25. present a mini-marketing plan,
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orally and in writing
 Code Book Legend

Sample: ABM_PM11-Ia-c-2

LEGEND SAMPLE

Learning Area and Strand/ Subject or

Accountancy, Business and Management
Specialization
First Entry

Grade Level Grade 11 ABM_PM11

Domain/Content/
Uppercase Letter/s Principles of Marketing
Component/ Topic

Roman Numeral
Quarter First Quarter I
*Zero if no specific quarter
Lowercase Letter/s
*Put a hyphen (-) in between letters to indicate Week Week one to three a-c
more than a specific week
-

describes the traditional approaches

Arabic Number Competency 2
to marketing
References:

Ac-ac, Maria Victoria M. Principles of Marketing, Revised Ed., Pasig: Anvil Publishing, Inc., 2014 Armstrong,
Gary. Marketing: An introduction 11 th, Global ed. Harlow, England: Pearson, 2013.

Go, Josiah. Contemporary Marketing Strategy in the Philippine Setting , Manila: National Bookstore, 1996.