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Marketing Management Module Chapter 1
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Defining Marketing for the 21st Century With activities included.
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Marketing Management Page 1 of 13Understanding Marketing Management
Topic: Defining Marketing for the 21st Century
Welcome Notes:
WELCOME BSBA STUDENTS!!!
Get ready to be challenge…
Learn something new every day by adapting the
‘New Normal’
I. INTRODUCTION:
In this module you will be able to see an overview of Marketing Management. It aims for you to have a
basic knowledge and concept about marketing in the 21 st century.
II. OBJECTIVES:
At the end of this module, you should be able to:
1. Discuss why marketing is important and its scope;
2. Discuss some core marketing concepts and how marketing changed in recent years; and
3. Discuss the tasks necessary for a successful marketing management.
III. PRELIMINARY ACTIVITIES:
Before you proceed to the main lesson, test yourself in this activity.
Source: https://www.pngkit.com/bigpic/u2r5q8a9u2t4y3a9/
, Marketing Management Page 2 of 13
Understanding Marketing Management
By analyzing the photo above, how do you think marketing played a role in the said photo? Discuss your
answer here.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
GREAT!!!
You may now proceed to the main lesson.
IV. LESSON PROPER
Based on the preliminary activities, what did you notice about it?
_______________________________________________________
CONGRATULATIONS!
You may now proceed to the lesson.
Let’s Begin!
Importance of Marketing
Marketing has helped implement and gain awareness of new goods which have eased or improved
the lives of people.
Effective marketing increases demand for goods and services, which in turn creates jobs.
As marketers innovate, it can inspire enhancements in existing products to improve their market
position.
Through making a difference to the bottom line, good marketing also allows businesses to
participate on activities which are socially responsible.
What is Marketing?
“The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging
offerings, that have value for customers, clients, partners and society at large” (American Marketing
Association, 2013).
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