MODULE FOR BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION (BSBA)

Marketing Management
WEEK 1

Lesson No. 2 Strategic Planning and Marketing Management

Schedule September 8 – 15, 2020
Learning Outcome Understand the definition of marketing management, its concept and
strategy.
Pre-Assessment WHAT I WANT TO BE SOMEDAY!
What and where do you see yourself in the next 10 years? What will be
your plans and strategies in order to achieve it?
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Activities/Tasks/Lesson I. STRATEGIC PLANNING

 It is an organization's process of defining its strategy, or direction,

and making decisions on allocating its resources to pursue this
strategy.

 Includes all the activities that lead to the development of a clear

organizational mission, organizational objectives and appropriate
strategies to achieve the objectives for the entire organization.

Mission

Strategic
Values Vision
Plan

Strategy

Those who fail to plan, plan to fail!

A. Strategic Plan Process

Gather SWOT Review

Facts Analysis Inputs
• From all • External • All
Stakeholders Analysis Stakeholders
• Customer • opportunities • Review Inputs
Analysis • Threats • Review SWOT
• Competitor • Internal Analysis
Analysis Analysis • Define 3 - 4
• Industry • Strengths Key
Analysis • Weaknesses Statements
• Environment • Strategic
Analysis Questions
• Company • Strategic
Performance Issues
• Company
Strategies

Review Define Strategic

and Adjust Strategies Mix
• All • Objectives • All
Stakeholders • Key Strategies Stakeholders
• Review • Short and • Define
Strategies Long Term Strategies to
• Review Goals Goals address
• Review Plans • Operational SWOT
Plans Combinations
• Adjust as
necessary • Oppotunities
vs Strengths
• Opportunities
vs
Weaknesses
• Threats vs
Strengths
• Threats vs
Weakness

 Gathering Facts Tips:

 have a maximum amount of information available
 SWOT Analysis

 inputs must be from stakeholders and company

performance analysis
 with internal and external limitations
  social and economic trends
 benchmark - evaluate or check (something) by comparison
with a standard.

 Define Strategies Tips:

 make sure every individual understand the purpose and the
future gains of the strategic change.
 change may be outlined by few but cannot be achieved
without working together as a whole.
 develop clearly written objectives for each department to
implement.
 objectives listed must be reviewed by the upper
management, adjusted (if needed) and finalized before the
documents are sent to each department.

 Duration of Strategic Plan:

 usually takes anywhere from 1 - 3 months to complete
 with long term, short term and milestones goals
 with 90-day double checking

II. MARKETING MANAGEMENT

 The organizational discipline which focuses on the practical

application of marketing orientation, techniques and methods inside
enterprises and organizations and on the management of a firm's
marketing resources and activities.

 The process of planning and executing the conception, pricing,

promotion and distribution of goods, services and ideas to create
exchanges with the target groups that satisfy customer and
organizational objectives.
A. Six Major Areas of Concerns in Marketing Management

Cooperative Environment

• includes all firms and individuals who have a vested

interest in the firm accomplishing its objectives:
•suppliers
•resellers
•other departments
•sub-department and employees

Competitive Environment

• includes primarily other firms in the industry that rival the

organization for both resources and sales

Economic Environment

• the state of the macroeconomy and changes in it also

bring about marketing opportunities and constraints

Social Environment

• includes general cultural and social traditions, norms and

attitudes

Political Environment

• includes the attitudes and reactions of general public,

social and business critics and other organization

Legal Environment

• includes a host of federal, state and local legislation

directed at protecting both business competition and
consumers rights

B. Marketing Management Process

Setting Analysing Research and

Marketing Marketing Selecting Target
Objectives Opportunities Markets

Organizing, Planning Designing

Implementing and
Controlling Marketing Marketing
Marketing Effort Programmes Strategies
 Setting Marketing Objectives

provide the priorities for scanning the

start the activity of setting objectives environment and finding out the
opportunities

Analysing Marketing Opportunities

analyse of opportunities, strengths know the needs and wants of their

and weakness -both internal and customers, locations, buying and
external social practices, etc.

Research and Selecting Target Markets

measure and attract any given market

which requires estimating the measure market potential and
market’s overall size and growth and forecasting future demand
profitability

Designing Marketing Strategies

defines the broad principles by which

spell out the game plan for attaining
the business unit expects to achieves
the business’s objectives or
its marketing objectives in the target
product/market objective
marketing

Planning Marketing Programmes

formulate not only the board of

take decisions regarding the product (
strategies to achieve its marketing
features, packaging, branding,
objective but also plan the supporting
servicing policies, etc. )
marketing mix programmes

Organizing, Implementing and Controlling Marketing

Effort
design a marketing organization that
organize the marketing resources and
will be able to degenerate the
implanting and controlling the
marketing plan up to work (i.e.
marketing plan
implementing its effort)
Resources/References 1. Marketing Management (Knowledge and Skills) 6th Edition by J.
Paul Peter & James H. Donnelly, Jr.
2. https://www.slideshare.net/robdude9626/strategic-planning-
powerpoint-12660346
3. https://www.slideshare.net/ssuser95608c/marketing-management-
process
4. https://en.wikipedia.org/wiki/Marketing_management
Key Concepts/Focus Definition of Strategic Planning
Points Process of Strategic Planning
Definition of Marketing Management
Six Major Areas of Concerns in Marketing Management
Process of Marketing Management Process
Post-Assessment and SWOT ANALYZE THE ITEM!
Feedback Think of a specific item (product, brand, services or company) of your
choice and provide at least SWOT for the chosen item. Please identify at
least two (2) per SWOT analysis.

Sample Item: Apple iPhones

• Most valuable brand

Strength • Powerful and efficient

• Very expensive
Weakness • Non-removable battery

• Growing popularity
Opportunities • Innovative smart-phone

• Competition from other cheaper

Treaths priced smart-phone models
• Competition from android OS

Begin here.

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 Assignment/Homework In your own words, what do you understand about the quote below?

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Prepared by:

DENIS DY BONAOBRA
Instructor
Dr. Ruby Lanting-Casaul Educational Foundation, Inc.
Tomas Cabiles St., San Juan, Tabaco City, Albay
[email protected]
09957208222