Delve into the World of MarketingiThis module is intended for classroom purposes only.Van Olem E. BenitezThis is a gender-senstive instructional material.
Delve into the World of MarketingiiThis module is intended for classroom purposes only.Delve into the World of MarketingB3– (Principles of Marketing)VAN OLEM E. BENITEZ
Delve into the World of MarketingiiiThis module is intended for classroom purposes only.Delve into the World of MarketingbyVan Olem E. BenitezandJose Rizal Memorial State UniversityCopyright:All rights reserved. No part of this course module may be reproduced in any form or byany means without the written permission of the author.ISBN:Page and cover designed by: Sedie TahilFirst Edition. Marketing, 2020 (hb)JOSE RIZAL MEMORIAL STATE UNIVERSITYGov. Guading Adaza Street, Sta. Cruz, Dapitan City, 7101Tell. No.: (065) 908-8294[email protected]
Delve into the World of MarketingivThis module is intended for classroom purposes only.PrefaceDelve into the World of Marketingis designed to supplement the teaching offundamentals or principles of marketing which focuses on the basic concepts andtheories essential for learners, particulary those who are taking business programs suchas Hospitality Management, Tourism Management, Financial Management, MarketingManagement, Entrepreneurship, and Human Resource Management, among others.This learning module aims tohelp students be proficient in understanding thevarious marketing concepts, creating effective marketing strategies and developingquality marketing plan. This learning material is divided into 5 modules in which eachhas specific learning outcome to achieve. These are:Module 1: The Marketing ConceptsThis part talks about the basic concepts of marketing that the studentsmustknow.ItalsodiscussesthetraditionalandcontemporarymarketingapproachesModule 2: The Types of Business EnvironmentThis part deals with the types of business environment that influence oraffect the business firms/enterprises. Students will be taught on how to conductsituational analysis or environmental scanning.Module 3: Marketing Segmentation, Targeting and PositioningThis covers the type of market, factors influencing buying behavior, themarketingsegmentation,targetingandpositioning.Italsodiscussesthestrategies that will help students in selecting appropriate target market and informulating market position.Module 4: The Marketing MixThis part deals with the marketing mix (product, pricing, promotion, andplace of distribution) and its corresponding marketing strategies. In this lesson,students will know how develop effective and appropriate marketing strategies.Module 5: The Marketing PlanThis presents the different part of the marketing plan. This part helpsstudents in developing quality marketing plan.