MARKMAN PROJECTS 1,2,3,4 INSTRUCTIONS

(revised JAN 5 2018 ) 11.20 AM CLASS - Mr.Benedict Lim

TIPS AND NOTES BEFORE YOU START YOUR PROJECTS 1 TO 4:
1. Enjoy, have fun, and learn.
2. Start early on the 2nd week. Plan schedules with your classmates and agree on times
and schedules to meet. For Project 2,3,4, make sure you visit the assigned
company (or restaurant or company to visit) on or before the end of the 3rd week
of this course. Submit meeting schedules to your prof on the 2nd class meeting.
Group leader takes attendance of all meetings and submits to the professor the
attendance sheet on the presentation date.
For questions and clarifications needed for the instructions given – you can ask your
Prof/Lecturer at the start of the class immediately in all the following classes, and in
the set “Project Instructions and Consultation Time” and “Project Sample Exercises
and Team Work Time” scheduled and set in the Lesson Plan schedule sent to you. It
is the responsibility of the students and groups to proactively ask questions about
the projects during the class.
3. This Marketing Plan course is project based, which will make you experience the real
world when you do the projects 2,3,4. Marketing involves the various skills like
planning ahead, sticking and achieving deadlines, teamwork, resourcefulness, taking
initiative, finding ways and means to achieve goals, skills in dealing with people and
other skills. You will be graded in various aspects of these which will reflect in the
projects you submit. Often, groups who start and complete the projects ahead of
deadlines end up with good grades, since they have time to revise and refine, and
are given full points on punctuality to meeting deadlines.
4. Read below instructions for Proj. 1,2,3,4

PROJECT NO. 1 – ADVERTISING MESSAGES

ANALYSIS (INSTRUCTIONS)
GOOD AND BAD ADS - WHICH AD DO YOU FIND GOOD AND BAD (based on marketing concepts and
principles)? LIKE AND DISLIKE? HOW DO YOU SEE/ OR APPLY THE MARKETING CONCEPTS
DISCUSSED IN THE ADS YOU CHOSE?

INSTRUCTIONS:
FORM YOURSELF INTO GROUPS (ASSIGNED AT START OF SEM By your Professor Benedict Lim), AND EACH PERSON
in the group WILL CHOOSE TWO ADS (ONE AD THAT YOU Feel is a GOOD AD, AND ONE AD THAT YOU feel is a
BAD Ad). Good and bad should be based on: 1) Effectivity in marketing AND SELLING the product and making
the market buy the product. 2) using of marketing techniques and principles effectively to sell the product.

(flyers and
NOTE: Use only LOCAL PHILIPPINES NEWSPAPERS, MAGAZINES IN PRINT ADVERTISING

internet, billboard ads are not allowed for this project, and only use ads not
older than 10 months from the date of your project presentation.). THEREFORE,
FOR EXAMPLE, IF THERE ARE 6 PERSONS IN A GROUP. THE GROUP SHOULD HAVE 12 ADS ONLY USE ADS FROM THE
INDUSTRY ASSIGNED to your group to avoid duplication with other groups (SEE BELOW). ANSWER AND EXPLAIN
THE FOLLOWING FOR EACH AD. EACH PERSON TO EXPLAIN THE AD THEY CHOSE AND ANSWER
and state
BELOW 7 ITEMS FOR EACH AD (these are just guide questions) EACH STUDENT
TO PRESENT both ads IN 2 MINUTES, which means 1 minute per ad. Make
sure the ad fills up the Power Point page, and the items to be answered
below (see item no. 1.a to o) are answered taking up only less than 5 percent
of the Power Point page. Priority is for the ad to be clear and visible to your
classmates, Take the photos of your ads well and clear (complete till the
corners so we can review the content fully, not sideways, don’t use flash, no
parts of the ads should be missing in the photo since we will analyze the ad,
the whole ad’s content, clarity, color in detail and need to see all the details
of the ad) . You should submit the original copy of the ad (submit the whole
page of the ad, if the ad is taking only a part of the page, you should submit
the whole page and circle the ad, so we can see how the ad is positioned in
the page, its effect on the whole page, and will have the details of the name
of the newspaper and page of the ad) on presentation day . Suggest you use
newspapers and magazines where you are allowed to cut the ad, so you can
cut the copy without much cost. :
1. Good Ad or Bad Ad? Like or Not like personally? Why good and bad, why like or dislike?
Explain whether the ad is a good ad or a bad ad based on the marketing concepts and 7 Ps applied.
Then share with the class if you personally like or dislike the ad and why? An ad can be good but you
dislike it, or good and you like it, etc. Explain to class if the ad was effective in selling the product,
why? And give your suggestions on how you feel and suggest the ad can be improved to sell the
product more effectively. Below are some guide questions you can discuss.

IMPORTANT - When discussing the ads you like and do not like, base your discussions and apply the
marketing concepts you have learned.

a) Info about the Ad

Was the channel used for the ad effective and a good choice? (Ex: Newspaper, magazine, type of the
magazine or newspaper etc. ), Name of Channel (ex: Phil Star), Location of the ad (Metro Manila

(put these info on

newspaper), Date of the ad, size of the ad in inches, page of the ad:

the upper part of the Power Point slide) What is the type of ad
(newspaper, magazine)? Where did you get the ad, where is location of the ad, where seen, what
city, in a beauty parlor, street where, home, café, library, etc.? What is date of the ad? What is the
size of the ad (in inches or feet, measure in length by height)? Does this type of marketing channel
reach the correct target market?
 Name of student
 Group number
 Type of Ad – Magazine or Newspaper?
 Name of Magazine or Newspaper
 Exact Date of Ad
 Page of Ad
 Size of Ad
b) Good or Bad Ad?
Why is the ad a good ad? Why is the ad a bad Ad? Based on the marketing concepts you have learned.
For bad ads – identify what marketing principles were not used. For good ads – explain what
marketing principles were applied. What suggestions you have to improve the ad, and what marketing
principles need to be applied to improve the ad?
c) Like or Dislike?
WHY DO YOU LIKE OR DISLIKE THE AD?
d) Target Market
WHO IS THE TARGET MARKET or target group OF THE AD? WHO DO THEY WANT TO SELL THE PRODUCT
TO?
e) Objective of the ad
Describe the objective of the ad
 What is the objective of the ad? WHAT DO YOU THINK IS THE REASON THE COMPANY PRODUCED
THE AD? What message does the ad want to convey? What do you think is the problem or objective
they identified when they did their swot, for them to come out with this ad?
f) Objective Achieved or Not?
State Yes or No if the objective is achieved.
Was the objective achieved? Why yes or no?
g) Message
WHAT IS THE MESSAGE OF THE AD? Did the message address an objective of the ad?
h) Content
HOW DO YOU FIND THE CONTENT OF THE AD? Discuss the key words, key messages, photos, etc. that
you feel helped convey the message or not. What message are they trying to convey to the reader?
i) Design
HOW IS THE AD DESIGN? HOW DO YOU FIND IT? IS IT HELPING THE IMAGE OF THE COMPANY? Why
did they design the ad that way? Why did they choose the content of the ad, for what purpose?
j) Effectivity
EFFECTIVITY to sell the product - HOW EFFECTIVE DO YOU THINK IS THE AD to sell the product? Will the
person who sees the ad buy the product? WHY? What advertising or marketing concepts did they
apply? Did the ad achieve he objective of increasing more sales of the product?
k) Positioning
WHAT POSITIONING IS THE AD DOING? Does the ad create the correct feel to match the product
objective and image?
l) Product
WHAT IS THE PRODUCT - WHAT IS THE PRODUCT THEY ARE SELLING?
m) Motivation
WHAT DO YOU THINK WILL MOTIVATE THE AD READER TO BUY THE PRODUCT? You can describe and
explain using the Maslow’s Hierarch of Needs addressed in the ad.
n) 7 Ps of MARKETING USED BY THE AD
USE THE 7 Ps and the other MARKETING CONCEPTS from the lectures and apply the concepts in the
observations you make about the ads you chose. Explain your observations about your ad, and how
the marketing concepts have been used/ or are not used in the ad you like and dislike. Which 7 Ps
were used well, or not used well? Were the marketing concepts and 7 P’s used well in these 2 ads
you chose?
o) Suggestions to improve the ad:
Mention and list down your own suggestions on how to improve the ad. WHAT
IMPROVEMENTS DO YOU SUGGEST FOR THE GOOD AND THE BAD AD? This is an important
part of the ad. This is an important part of your grade.
2. SUBMISSION REQUIREMENTS:
a. EACH GROUP TO PRESENT THEIR CHOSEN ADS IN POWER POINT TO THE CLASS ON THE BIG
SCREEN. 1 SLIDE FOR EACH AD. Each student to have only 2 slides. One slide for each ad. If you are
6 in a group times 2 ads each, you should have a total of 12 ads.
b. Time allocation – 1 minute per ad So if each student has 2 ads, you have 2 minutes to discuss your
ad per student. If 12 ads total, that’s 12 minutes total. You should rehearse so you can present the
points for each ad within 1 minute. You will be graded for your preparation and content of your
presentation.
c. TIPS FOR PREPARING THE SLIDES :
Do not fill up the Power Point SLIDE page with the answers to the 6 questions above. The
PHOTOGRAPHED Ad should take 95 percent of the page of the Power Point. Make sure the photo is
complete, clear, all colors, words, contents clear. The clarity of your presentation is graded. You
should put the answers to the above analysis question items 1.a to o very briefly in key dot points
on the bottom or side of the slide, or where there is blank space, just to guide you quickly in
presenting the key points. You are not allowed to read the analysis points when presenting, they
are just guides. Priority is to fill the slide with the actual ad. Put your answers in small fonts in the
blank portion of the slide AND PUT ANSWERS FOR THE ABOVE NO. items 1.a to o. Make sure the ad
fills up the Power Point page, and the analysis points to be answered above are taking up only less than 5
percent of the Power Point page. Priority is for the ad to be clear and visible to your classmates. Take the
photos of your ads well and clear (complete, no parts missing, since we are going to analyze the whole ad’s
content, and every word in the ad will be analyzed, clarity, color in detail and need to see all the details of the
ad). Clarity of the ad will be graded.
d. LABELING OF THE SLIDES FORMAT - ON TOP OF EACH SLIDE - WRITE THE NAME OF THE STUDENT
PRESENTING THE AD ON THE TOP RIGHT SIDE OF EACH SLIDE, GROUP NUMBER, MENTION IF IT IS THE
AD YOU FIND GOOD OR BAD, AND LIKE OR DISLIKE, TYPE OF AD (NEWSPAPER, MAGAZINE) AND PUT IN
THE POWERPOINT SLIDE THE LOCATION WHERE YOU SAW THE AD AND THE CHANNEL OF THE AD,
DATE, PLACE, SIZE.
e. SUBMISSION REQUIREMENTS/LABELLING OF THE CLEAR FILE/LABELLING OF THE USB/LABELLING OF
THE DOCUMENT INSIDE USB

 CLEAR FILE LABELLING

Submit actual cut out ORIGINAL ads of the whole group in one CLEAR BOOK FILE FOLDER (folder
with clear plastic sleeves where you can slip in the ads you cut out), also include the presentation
Power Point hard copies of each page, and USB soft copy as a group (include into the clear book file
folder, and label the clear book file folder with MM-GROUP NO-PROJ 1-TIME OF YOUR CLASS-
DATE OF SUBMISSION MM/DD/YYYY-NAME OF GROUP LEADER-NAMES OF GROUP MEMBERS
(Names should be SURNAME, FIRST NAME)

 USB LABELLING ( this will be the same USB used for Proj. 1,2,3,4)
 SUBMIT AND LABEL into a GROUP USB WITH THE FOLLOWING LABELED ON THE USB ITSELF.
Externally, THE USB should be labeled with a big 2 inch by 3 inch tag label labeling the USB like a
key chain with below information

MM- TIME OF YOUR CLASS- GROUP NO -DATE OF FIRST DAY OF SEMESTER

(Example: MM-8AM CLASS-GROUP NO 3-SEPT 08, 2017)

Submit this to the Professor before start of your presentations as a group. This is the same USB that
your group will use to submit Proj. 1, 2, 3, 4. This USB will be submitted to the Prof at the end of
the sem part of your group submission requirements.

 FILENAME LABELLING
MM-GROUP NO-PROJ 1-TIME OF YOUR CLASS-DATE OF SUBMISSION
EXAMPLE:
MM-GROUP NO 2-PROJ 1-8AM CLASS-SEPT 7 2017

f. GROUP USB – Prepare a group USB, which will be submitted for this course. This USB will contain
project 1 and eventually project 2, 3, 4. This USB should only contain your project files and clean of
other files, since it will be submitted permanently to the professor.
g. CLEAR FILE FOLDER – Clear file folder for Project 1 is different from clear file folder submission for
Project 2, 3, 4.
h. PRESENTATION AND ATTITUDE TOWARDS FEEDBACK FROM AUDIENCE - Please note that part of this
project is to present your ads in front of your classmates, and be ready for their feedback and
comments of audience listening to your group’s presentation. A positive attitude towards the
comments and feedback of your classmates is part of the learning of this course. This is to prepare you
for future presentations to others. Thank your classmates for being your audience and for their
feedback for mutual learning. On deadline day, every student needs to submit the hard copy, soft copy
and physically present their project in front of their classmates as part of Project 1.
i. SAMPLE OF 2 ADS FORMAT
Please note that below samples are for your reference only and content may not be perfect.
3. OTHER NOTES/ RULES:
 A. EACH STUDENT SHOULD USE ONLY LOCAL ADs FROM NEWSPAPERS AND
MAGAZINES. DO NOT USE FOREIGN ADS AND INTERNET ADS, PRESS
RELEASES, AND BILLBOARD ADS, THESE ARE NOT ACCEPTED. USE ONLY ADS
NOT OLDER THAN 10 MONTHS FROM DATE OF PRESENTATION.
B. YOU ARE NOT ALLOWED TO READ DURING YOUR PRESENTATION – MENTION THE KEY POINTS
ABOUT YOUR AD WHEN PRESENTING WHILE THE AD IS PROJECTED ON THE SCREEN, AND DISCUSS
ITEMS 1.A TO O, WHILE THE AD IS SHOWN ON THE BIG SCREEN.

D. Each student will be given exactly 2 minutes PER STUDENT,

one minute per ad to discuss the 2 ads they have chosen (one they like
and one they don’t like). When presenting you are not allowed to read your answers. You
have to discuss the answers to the questions above without reading sentences. You can
put key words below your ad to guide you only. Rehearse your presentation to fit 2
minutes per student. Be concise and be ready to answer questions from your classmates
and professor. You may be made to stop your presentation after 2 minutes of your
presentation. So you should prepare your talk, practice, rehearse to fit 2 minutes. Avoid
holding a sheet of paper, avoid reading, you may have key words in your Power Point only.

E. The presentation of the group should use the same font, format and look.

F. Use clear pictures in your Power Point presentation, where the details of the 7Ps used or not
used are clear and readable. Use good quality photos of the ads for your Power Point.

G. Team mates assignments during presentation - your group should have teamwork during
presentation time. One team member to manage the computer to click and change page, the
second team member is talking and presenting his or her ad (each team member has to talk and
present 2 ads) , and a third member stands up showing the actual cut out ads to the class. Ensure
you avoid using a different PowerPoint format from the school’s system (if the school is using
Microsoft Office, do not use Apple system) since there may be technical differences during time
of presentation. Practice your presentation with the school computer system before presentation
day to ensure no time is wasted. Time wasted will incur grade deduction of 10%.

4. AD ASSIGNMENT AND SCHEDULE OF PRESENTATION:

USE ADS FROM THE INDUSTRY ASSIGNED TO YOUR GROUP, AND PRESENT THE ADS ON THE DATES
MENTIONED IN YOUR LESSON PLAN SCHEDULE:

A. GROUP 1 -CLOTHES, BAGS, SHOES

 B. GROUP 2 - RESTAURANT, FOOD PRODUCTS
C. GROUP 3 - HOTEL, CRUISE SHIP, TRAVEL
D. GROUP 4 - PERSONAL CARE PRODUCTS, SOAPS, TOILETRIES, HEALTH AND BEAUTY,
ENVIRONMENTAL SUBJECTS OR ADS FOR A CAUSE

END OF PROJECT 1

MARKMAN
PROJECT NO. 2 ,3, 4 Final Exam (COMBINED):
VISIT 3 HOTELS (or restaurants / or assigned
companies) and give 3 proposals each for each 7Ps.
(STORY BOARD, PEST, Research SWOT 7Ps and Proposed Action Plans,
Communication and ADVERTISEMENT, Evaluation of Profit)
Objectives:

1. Learn how to do a Marketing Plan using the Marketing Plan process.

2. Develop a STORY BOARD - TELL US A STORY about each of the companies, inform us about your
company and your 2 competitors. Ask your classmates at the start of your presentation to rank the
companies based on the company brochures you gathered, and how they perceive each company’s ranking
amongst the 3 companies based on brochures and the image the brochures created. Then present your
group’s ranking, but now based on your total experience and observations of the companies.
3. Learn to RESEARCH and do SWOT the 7 Ps (internal environment vs. competitors), and SWOT the PEST
(macro environment)
4. Develop and propose ACTION PLANS - FIND STRATEGIES AND SOLUTIONS FOR items identified for the
7Ps to improve. Do presentation of proposed ideas to an audience and be able to handle feedback, criticism,
and suggestion positively and constructively with confidence and a positive attitude.
5. Learn How to COMMUNICATE the developed products and action plans to the target market, using
effective messages and media channels, to effectively sell the product improved and developed, to make
money for the company.
6. Learn to EVALUATE PROFIT if you made money or profit from your proposed action plans.

Instructions:
1. THE FOLLOWING GROUPS WILL BE ASSIGNED TO VISIT FOLLOWING PROPERTIES (YOUR GROUP WILL
REPRESENT THE HOTEL /OR RESTAURANTS OR COMPANY UNDERLINED, AND DO 2 PROPOSALS for each of the
7Ps (PLS READ FURTHER BELOW INSTRUCTIONS FOR DETAILS) TO IMPROVE THE HOTEL/ RESTAURANT/
COMPANY UNDERLINED) :

A. GROUP 1 (new Mid-level hotels Quezon City) – Seda Vertis North,

B Hotel, The Cocoon Hotel
A. GROUP 2 (Resto Bars) – Locavore, Tipsy Pig, Antedote in “I’m
Hotel Makati”.
B. Group 3 (Pool Club Bars) – Ibiza Pool Club, The Cove at Okada
Indoor Beach Club, The Palace Pool Club, Or a club near Lasalle
Taft (choose 3 include Ibiza and the Cove) .
C. GROUP 4 ( NEW HOTELS IN MOA AREA) – Conrad Hotel, City of
Dreams Hyatt , Okada ( if rooms completed).

IMPORTANT NOTE:

For Project 2,3,4, your group will only do and focus on the swot and pest of the UNDERLINED
(Underlined company is the company you will do your SWOT, PEST, and proposed ideas on, versus the 2
competitors) HOTELS/OR RESTAURANTS/OR COMPANIES vs. the other 2 competitors assigned to your
group, the 3 HOTELS/ OR RESTAURANTS /COMPANIES, you should do is UNDERLINED ABOVE:

2. VISIT 3 HOTELS/ OR RESTAURANTS /COMPANIES, - RESEARCH AND SWOT . GROUP LEADER SET TIME WITH GROUP
MEMBERS TO VISIT THE 3 HOTELS/ OR RESTAURANTS /COMPANIES, assigned to your group BEFORE THE END OF
THE 3RD WEEK OF THIS COURSE. You are to visit the 3 HOTELS/ OR RESTAURANTS /COMPANIES, and observe the 3
HOTELS/ OR RESTAURANTS /COMPANIES, based on the 7Ps, list down your observations and areas where you feel
there can be improvements. List down all the improvements you can find specially for the 3 HOTELS/ OR
RESTAURANTS /COMPANIES, underlined above assigned to your group (as compared to the other 2 HOTELS/ OR
RESTAURANTS /COMPANIES). For Project 234, you are supposed to present TWO (2) proposals for each of the 7Ps,
choose the top 3 improvements and come up with a proposal on how to make money out of the improvement
by using the marketing plan format (research swot, action plan, communication plan with advertisement,
evaluate results). Each student should have 2 proposal items from one of the 7ps assigned
to them to present by the group. Group to agree on DATES AND TIME TO Meet and TO COMPLETE THE
PROJECTS.
Make sure you make appointments with the correct department of the 3 HOTELS/ OR RESTAURANTS
/COMPANIES,l to show you around their facilities. Best is to set an appointment with a Sales and Marketing
Manager or Events Manager days or weeks in advance , and to confirm and ensure they are available to
meet you when you arrive. Do not just walk in to expect someone to be available for you, this is risky and
can be a waste of time. Set an appointment with the correct person to meet who can show you around and
give you the information you need. This is the RESEARCH part of your project, and part of research is
planning strategies on how to get information effectively from the companies you will visit. Discuss your
strategies on your group’s visit to the companies: your attire, representation of who you are, your purpose
of the visit, objective, scenario of objective of the visit. GO TO THE 3 HOTELS/ OR RESTAURANTS /COMPANIES
AS A CUSTOMER NEEDING INFORMATION on future possible event or business you will have. Request and
gather all brochures and information you can (PACKAGES, BROCHURES, INFO, PRICES, SERVICES, TOUR THE
FACILITIES, AND ASK about their best STRENGTHS vs their competition and other info about their
company) TO BOOK A WEDDING/ PARTY/ MEETING/ OR AN EVENT (NOT AS STUDENTS). Be smart in the
way you find a way to get information, plan how you can have the company’s people entertain you and
give you the information you need. Discuss as a team, and consult with Mr. Lim your plan of how you will
get the information, consult Mr. Lim as soon as possible by the 2 nd week or 2nd class of the semester. How
smart and how effective the process you used to get information from the 3 HOTELS/ OR RESTAURANTS
/COMPANIES, is part of the RESEARCH PART OF Project 234. Learning the skill and techniques to get
information is part of Marketing, so your group will be graded on your process of research and amount of
information gathered. Your research information will be presented as part of Project 234. Inform Mr. Lim
who is the person you will be meeting, your scenario and the title of the person you are meeting. Discuss
your plan with Mr. Lim before you visit the 3 HOTELS/ OR RESTAURANTS /COMPANIES. Complete visiting the 3
rd rd
HOTELS/ OR RESTAURANTS /COMPANIES, on or before the end of the 3 week or 3 class of this course.
SUBMIT A PHOTO OF THE GROUP or of yourself IN FRONT OF THE COMPANIES VISITED AS PROOF OF VISIT
and with the person you met, with his or her business card with job title in the card (the photo and the
business card are to be submitted as part of the hard copy in the clear file folder). All group members HAVE
TO VISIT ALL THE 3 HOTELS/ OR RESTAURANTS /COMPANIES, so that you can see the three competitors and do a
proper research SWOT of your assigned company vs. the other 2 competitors assigned to your group.
Before you go to visit the 3 assigned companies, prepare sheets of paper to be ready to identify at least 2
or more proposals for each of the 7Ps from your observations of the company assigned to you while
covering the various aspects of the 7Ps. Suggest to find and list at least 30 idea proposals, so you can
choose and filter later the best 2 proposals for each student that will make the most money. Be discrete in
your note taking when visiting the companies . When you visit the three companies assigned to your group
to SWOT, start listing items under the 7Ps what you can improve and propose and action plan on WHICH
WILL MAKE MONEY. Your OBJECTIVE OF YOUR VISITS TO THE COMPANIES is to leave with ideas on how to
make money through identifying things or items under each of the 7Ps to improve, so you can propose to
your boss to help the company improve and MAKE MONEY. So visit the companies with the mindset and
objective to hunt for new ideas to make money. Your groups’ task is to identify for each of the 7Ps at least
2 improvement proposals that will make money, therefore your group has to identify at least 14 proposals
for improvement that will make money since there are 7 Ps, your group is required to identify at least 2
improvement item proposals for each P. If you are more than 7 in a group, the other extra members will
have to come up with proposals for promotions, to ensure each student comes up with 2 proposals each to
 pass this course. After your visit, present the at least initial 30 idea proposals or more for improvement of
th
the company’s business revenue to Mr. Lim, by submitting to Mr. Lim on the 4 class meeting
the “List of 30 items identified to SWOT , and 4 PEST items to SWOT and propose
improvements on” (2 items for each of the 7 Ps per student. Suggest you look for more than 14
proposals, and find more than 2 for each p, in case your 2 identified ideas for you to have more options of
ideas later. Pls note that in case you have less than 7 people in the group, the other remaining Ps have to
be assigned to the group members to do another P to complete the 7Ps; and in case your group is more
than 7 people, the additional people will all do additional P of Promotions. Therefore the proposals can be
more than 14 if you are more than 7 people in the group. Submit this in a one page sheet of paper with
your group name, markman section, time of your class, team mates, and submit on the 4 th day of class, and
discuss with Mr. Lim. Then you can also start inputting the items you identified into the PowerPoint forms
given by Mr. Lim for you in project 234. Then plan with your group and complete your project 234 projects.
Discuss with your group mates internal deadlines ad SUBMISSIONS for DRAFT 1,2,3,4,5 FOR PROJECTS 2,3,4
AND target date DATES OF PRESENTATIONS AND SUBMISSIONS, and rehearse presentations with your
group (PLS REFER TO LESSON PLAN SCHEDULE with the deadlines for presentations and submissions sent
OUT TO YOUR YAHOO GROUP AT START OF THE SEM) . DRAFT presentations ARE TO BE SUBMITTED ON
TIME. EACH DRAFT SUBMISSION WILL BE GRADED PART OF PROJ. 2,3,4 GRADES. PUNCTUALITY,
TIMELINESS, TEAMWORK, PLANNING, AND CONTENT OF SUBMSSION WILL BE GRADED.

3. Do a marketing Plan for the 3 HOTELS/ OR RESTAURANTS /COMPANIES, to your group - You will be required to
create a marketing plan using the PowerPoint format
(see below “PROJECT 2,3,4, -
Marketing Plans Presentation - SLIDES GUIDELINE “). After your trip to the 3
immediately complete these slides for your proposals.
HOTELS/ OR RESTAURANTS /COMPANIES,

Present the slides. Please see below for tips and notes for each part of the
presentation slides.

4. PRESENTATION OF PROJECT 2,3,4, - Marketing Plans Presentation

“SLIDES GUIDELINE TABLE” (SEE SEPARATELY ATTACHED POWERPOINT FILE NAMED
“MARKETING PLAN POWERPOINT FORMAT” FOR SAMPLES OF SLIDES WITH NOTES)
This table below will guide you and shows the slides you have to present and
submit for this course as a group, project parts, grading, total slide numbers
and description, and time limits for presentation. Use this table as a guide to
prepare your PowerPoint slides for the presentation of Proj 234.

VERY IMPORTANT TIP – Use below Power Point formats to guide you complete all the slides. The file
was sent to you through your class OIC:
 a. MARKETING PLAN POWERPOINT FORMAT WITH NOTES (IN Power Point file) –
this is a sample of how the Power Points can look like when you are to present them. Note this is just a sample
for you to start with, you are expected to improve on this.
b. See additional tips below this “Slides Guideline Table” to guide you in doing the
various parts/slides of proj 234.

PROJECT SLIDE 7 Ps Notes, tips, FORM TIME PRESENT

grading NO. CONTENT TO USE NEEDED BY WHO
parts DESCRIPTION TO
PRESENT
(MINUTES
)
234 1 COVER PAGE PROJECT 2 - MAKE 30 sec LEADER
COVER PAGE OF YOUR OWN
3 COMPANIES TO
PRESENT, WITH
NAMES OF
GROUP
MEMBERS
(GROUP
NUMBER, DATE
OF SUBMISSION
NO. 1, AND DATE
OF FINAL
SUBMISSION,
SCHOOL, PUT
MARKMAN AND
SECTION) (SEE
LESSON PLAN
FOR DATES OF
SUBMISSIONS)
2 2,3,4 STORY BOARD ONE SLIDE FOR MAKE 2 mins GROUP
(ONE FOR OF 3 EACH COMPANY, YOUR OWN LEADER
EACH COMPANIES - ACTUAL STORY SLIDES.
COMPANY) YOUR BOARD TO BE TAKE
COMPANY PLACED ON PHOTO OF
AND 2 WHITEBOARD THE A3
COMPETITORS LEDGE (one A3 BOARD
board for each YOU HAVE
company, thus MADE. You
total 3 boards) can also
have a slide
show of all
the photos
 you
gathered
for each
company,
after
presenting
the three
A3 board
slides. You
can also
add slides
of the
photos you
took of the
companies
assigned to
you.
2 4 RANKING OF FINAL VERDICT MAKE 3 minutes 2ND LEADER
COMPANIES BY GROUP OF YOUR OWN
THE COMPANY –
RANKING OF
COMPANIES 1ST ,
2ND, 3RD PLACE
(1ST BEING THE
BEST).SHOW
PHOTO OF
STUDENTS IN
THE GROUP
WITH THE
COMPANY IN
BACKGROUND.
4 5 Executive Summary of key MAKE 1 GROUP
Summary major actions YOUR OWN LEADER
identified to be
done for the 7
Ps.
4 6 Org Chart Draw an org MAKE 1 GROUP
chart showing YOUR OWN MEMBER
current and
highlighting new
changes based
on the Actions
done in the 7Ps.
2 7-14 PEST (8 2 pages for each SEE 4 minutes ( 1 GROUP
pages) – Do a PEST item only SAMPLE minute per P) LEADER
SWOT of the for submission. SLIDES IN
PEST Therefore 2 THE
 pages for P, 2 “SAMPLE
pages for E, 2 POWER
pages for S, and POINT
2 pages for T. SLIDES FOR
Total 8 pages. PROJ 234
No need for ATTACHED
advertising slide ”
no. 3, since you
will practice your
advertising
designing when
you do your 7Ps.

Choose and
propose only 1
item for each
PEST. (In the real
world there are
more than 1 item
for each, for the
class Mr. Lim
requires your
group to only
present one
proposal for
each of the
PEST).
234 15-20 7Ps – Do a Present in one SEE 2 minutes (1 GROUP
SWOT of the slide SWOT of SAMPLE minute per MEMBER
(proposal 7Ps your company. SLIDES IN proposal (M) 1.
Page 1 is focus only on THE times 2
project 2, your HOTEL’S/ OR “SAMPLE proposals = 2
P1 – Product RESTAURANT’S POWER minutes)
proposal /COMPANY’S swot
(6 slides = POINT
page 2 and proposal 1 has and action plan, SLIDES FOR
the 2 slides tables Identify only 2 PROJ 234
BEST MONEY
advertisin and 1 ad slide, ATTACHED
proposal 2 has MAKING ”
g page is PROPOSAL items
2 slides tables
part of and 1 ad slide) you want to
project 3, discuss AND
PRESENT
all the (PRESENT
slides COLUMNS 1 TO
combined 13 PER STUDENT
is project FOR THE P
ASSIGNED TO
4) THE STUDENT ).
Ditto 21-26 P2 – Place Ditto ditto 2 min same M2
Ditto as above
Ditto 27-32 P3 – Physical Ditto ditto 2 min same M3
Evidence as above
Ditto
Ditto 33-38 P4 – Price Ditto ditto 2 min same M4
Ditto as above
Ditto 39-44 P5 – Place Ditto ditto 2 min same M5
Ditto as above
Ditto 45-50 P6 – Process Ditto ditto 2 min same M6
Ditto as above
Ditto 51-56 P7 Ditto ditto 2 min same M7 ( if
PROMOTION (the person as above your group
Ditto presenting has more
promotions than 7
should be able to people, the
create new additional
promos and also people can
incorporate the do the
various actions Promotion
and promos in P, and will
the various 7 Ps have
in the promo ads additional
to show team 2 minutes
consistency). to present
Please note that each)
if there are more
than 7 students
in a group, the
8th groupmate
and onwards will
do 2 proposals
each under
“promotion”,
therefore the
number of slides
for the group can
add based on the
number of
students per
group.
3 57 Cost, Revenue Total Revenue MAKE 1 minute
and Profit earned by the YOUR OWN
Summary group from the
proposals
3 58 10 learnings List down 10 or MAKE 1 minute
learned from more learnings YOUR OWN
 project 1 2 3 4 from Project
1234.
234 59 GROUP (WITH 10 SECONDS
MEMBERS MARKMAN
LIST, SECTION NO. ,
ATTENDANCE GROUP
SHEET, NUMBER,
PHOTO AND SCHOOL, FINAL
BUSINESS DATE OF
CARD OF SUBMISSION,
PERSON YOU TIME OF CLASS,
MET EMAIL ,
CELLPHONES),
ATTENDANCE
SHEET TABLE -
Include
attendance sheet
table on this
page, to show
attendance of
group members
in set meetings
agreed at start of
sem. Include
photo and orig
business card of
person you met.
END.TOTAL TOTAL TIME
59 SLIDES TO PRESENT
FOR PROJ project 234 =
234 27 to 30
COMBINED minutes.
( pls note
that 59
PAGES is a
sample for
a group
with 7
student
members.
If you have
more than
7 students
in your
group, you
should add
6 slides
each more
 per
additional
student in
your
group)

EACH group members are to have their own copy of the presentation in USB
form on the start of class on the dates of the presentations. Please note that if there
are more than 7 students in a group, the 8th groupmate and onwards will do 2 proposals each under
“promotion”, therefore the number of slides for the group can add based on the number of students
per group., Each student has to present at least 2 proposals each. Therefore, for example: if there are 7
groupmates there should be 14 proposals under the 7ps, and if there are 10 groupmates, there should
be 20 proposals under the 7 ps.

5. GRADING CRITERIA FOR PROJ. 234 – YOU WILL BE GRADED AS A GROUP AND INDIVIDUALLY. YOU SHOULD
AGREE AS A GROUP TO THE ANSWERS YOU SUBMIT FOR ALL Proposals Pages 1 and 2 , and the supporting ad
for the proposal for all the 7Ps. THEN ASSIGN ONE PERSON for each P IN THE GROUP TO PRESENT TO THE
CLASS the proposals (page 1, 2, ad) for a particular P. DISTRIBUTE YOUR GROUP PRESENTATION TO THE
NUMBER OF MEMBERS IN THE GROUP only for presentation purposes, but you should BRAINSTORM AND do all
the proposals together and brainstorm answers together. You can set a brainstorming session to complete the
PROPOSAL items, or come up with your group plan on how to complete the proposals. Some have used
google.doc as a group beforehand, and they meet again to finalize everything together. Each group member
should know all the proposals your group will propose, in case Mr. Lim will ask any group member to present
any of the proposals (in case there are less than 7 persons in a group, team members will have to be assigned
to present the remaining Ps. And in case there are more than 7 members in a group, the additional members
will have to do the P of Promotions, therefore you can have more than 14 proposals depending on group
members). Also already identify the PEST items you can address or propose an action plan on when you visit
the 3 HOTELS/ OR RESTAURANT/ OR COMPANIES. BASIS FOR GRADING WILL BE YOUR GROUP’S AND
INDIVIDUAL KNOWLEDGE AND DEPTH OF UNDERSTANDING, AND ANALYSIS OF ALL PARTS OF THE
PRESENTATION, being detailed and specific in your ideas and answers, how effective and convincing your idea
and strategy is to achieve the objective of selling and marketing the proposal to your company manager and to
the target market, HOW WELL YOUR PART CONTRIBUTED TO THE TOTAL GROUP PRESENTATION AND RESULTS.
REFER TO BELOW OBJECTIVES. PUNCTUALITY, COMPLETENESS OF SUBMISSIONS AND PRESENTATIONS WILL
ALSO BE NOTED.
GRADING CRITERIA:
 PLANNING AND PUNCTUALITY, your group should be ready to present at start of class, presentation
downloaded and equipment ready without delay, with soft and hard copies submitted before
presentation = 15%.
  ORIGINALITY, COHESIVE CONTENT, CONVINCING, DETAILED, SPECIFIC, CONNECTIVITY OF EACH
COLUMN CONTENT NUMBERING, UNIQUENESS OF THE IDEA, DETAILED ACTION PLAN,
INNOVATIVE IDEAS, DETAILED AND CREATIVE MESSAGES IDENTIFIED TO BE PART OF THE
ADVERTISEMENT, EFFECTIVITY OF BRINGING OUT THE USP OF EACH PROPOSAL AND
COMMUNICATING THE MESSAGES INTO THE ADVERTISEMENT CREATED TO SELL TO MAKE THE
TARGET MARKET BUY THE PRODUCT OR IDEA TO MAKE MONEY FOR THE COMPANY, MONEY MADE
FOR THE COMPANY DUE TO THE PROPOSAL MADE, DESIGN AND CREATIVITY = 35%
 PRESENTATION SKILLS, CONFIDENCE, DEMEANOR AND POSITIVE ATTITUDE AND OPEN MINDED
REACTION TOWARDS FEEDBACK AND CRTICISM FROM AUDIENCE, ability to manage own emotions
during presentations, feedback, and criticism= 25%
 TEAMWORK = 15%
 RESEARCH EFFORT = 10%

6. PEOPLE YOU WILL PRESENT TO, AND COMMENTS SHEETS - Who will you be presenting to? -
Imagine you will be presenting Project 234 slides to the following:

a. Your company General Manager and 8 Directors from the Different Departments, to seek their approval
and be ready for their questions.
b. To your Professor
c. To potential Investors, and other visiting professors or guests
d. To your classmates / audience – who may act as the General Manager and Directors – all student
audience will give their feedback/ comments/ suggestions, and will be asked to write comments (good
points, and points for improvement, and suggestions) about each person’s presentation. Comment
submissions of each student will be part of attendance, recitation. Therefore, you will be rated by the
viewers AND AUDIENCE when you are presenting.

Ensure you have a positive attitude, open mind, encourage suggestions, and have a positive reaction on the
feedback/ comments/ suggestions of the audience. As this managing your emotional reactions is part of
this course, to prepare you for future presentations and proposals. In this course, you are to be trained to
face audience feedback and reaction positively and properly.

7. Cover Page - See notes in the “Slides Guideline”

8. STORY BOARD – start your group presentation Proj 234 with a story board to brief and present the 3
hotels / or restaurants/or companies, to you audience and tell them about the 3 companies you visited. After your visit
to the companies, present the information you have gathered and tell us a story about the three companies using a story
board (one board for each company, therefore you need 3 boards for the 3 companies). These 3 story boards are to be
displayed on the white board ledge at the start of the class for your classmates to observe. PASTE UP ALL THE
BROCHURES from the companies collected and / PICTURES/ ADS/ INFORMATION YOU CAN GATHER TO SHOW THE
IMAGE OF THE COMPANY. ON YOUR PRESENTATION DAY, PUT ALL THE BOARDS OF EACH company. One story board per
company, therefore you need three story boards. Display the 3 boards ON THE LEDGE OF THE BLACKBOARD TO SHOW
YOUR CLASSMATES THE DIFFERENCE AND GENERAL FEEL OF EACH COMPANY based on the brochures and pictures of the
companies you visited, and photos of the company from their website and from your own cameras.

A. THE STORY BOARD SHOULD PRESENT THE FOLLOWING sample AREA, or areas
relevant to the companies assigned to you. Below are some sample items to cover:

a) ROOMS – PRODUCT, SERVICES

b) EVENTS AND BANQUETS – PRODUCT, SERVICES
c) RESTAURANTS – PRODUCT, SERVICES
d) OTHER FACILITIES – SPA, BUSINESS CENTER, LOBBY SHOP, OTHER SERVICES
e) PRINT MATERIALS AND PRINT ADVERTISING
f) PRESS RELEASES, WEBSITE, INTERNET MARKETING COMMUNICATION, and all other information you need
about the company to understand their marketing and marketability

B. WHEN PREPARING THE STORY BOARD - GUIDE QUESTIONS THAT YOUR STORY
BOARD SHOULD SHOW, AND YOU ARE TO PRESENT AND ANSWER:

a) PHOTOS ETC ON THE STORY BOARD, WHAT IMAGE DOES THE COMPANY PROJECT? WHAT IS THEIR POSITIONING?
b) DESCRIBE HOW EACH COMPANY TRIES TO SATISFY A CUSTOMER’S WANT
c) WHAT PACKAGES, PROMOTIONS, ADS, PROMOS AND STRATEGIES AND BRCHURES DO THEY HAVE, HOW DOES
EACH COMPANY CREATE VALUE FOR THEIR CUSTOMERS?
d) WHAT DO THE COMPANIES HAVE IN THE INTERNET, WEBSITE, OR BLOG?
e) WHAT BROCHURES AND PRINT MATERIALS DO THEY USE, HOW IS THE QUALITY? PRESENT THE ACTUAL
BORCHURES.
f) WHAT ADS DO THEY USE THAT STRIKE YOU, AND YOU FEEL ARE EFFECTIVE OR NOT EFFECTIVE? EXPLAIN YOUR
OBSERVATIONS ON HOW EFFECTIVE THE ADS ARE?
g) OTHER COMMUNICATION MEDIA USE TO COMMUNICATE TO THE MARKET
h) WHAT BROCHURES DO THEY HAVE TO SELL THEIR PROPERY?
i) WHICH PRODUCT DO YOU WANT TO BUY WHEN YOU VISITED THE COMPANY?
j) WHE YOU VISITED THE COMPANY, HOW WAS THE SERVICE? HOW DID THEY TAKE CARE OF YOUR QUESTIONS AND
INQUIRIES?

C. PROCEDURE FOR PRESENTING THE STORY BOARD:

a) Ranking Survey - step 1) Group leaders first asks the class and audience to rank
the 3 companies just based on the story board, by writing on the white board the
following table below, and asking the audience to view the story boards (and the
group can also present a slide show of the 3 companies as an additional option) to
rank their top choice. To identify which company is ranked best just based on
brochures and presenting the photos and images of the companies (the group
 presenting should not mention their actual final ranking based on their actual
experience and ranking of the companies). Step 2) After the audience has ranked
the companies based on the brochures and photos presented, then the group
presenting will reveal their own ranking of the 3 companies based on their actual
total experience. This is the time the group will also share and explain why they
ranked the companies in that manner. Step 3) Group analyze and explain value of
the image brochures create - This exercise will also show us the value of the image
created by brochures and communication materials to the image ranking of
people who have not visited the company, but just based on communication
materials if in case the audience and group ranking may differ or be similar.

COMPANY RANKING BY AUDIENCE

RANKING BY AUDIENCE RANKING OF GROUP

NAME OF company A
NAME OF company B
NAME OF company C

9. Executive Summary – This is completed only after you have done the SWOT and other parts of the
marketing plan. Since this section is a summary of all the key major SWOT and action plans you have done for
the various 7Ps and PEST. You can summarize here the key directions of your plans, the major plans, and the
major product and marketing improvement and plans you will make, and the money profit target you plan to
achieve.

10. PEST – swot the PEST - (ONE PERSON IN GROUP TO PRESENT THE PEST SECTION ) DO A PEST ANALYSIS
– do a SWOT analysis of the PEST items. See sample of slides in the “MARKETING PLAN POWERPOINT
FORMAT” sent to you with this document. Only do the PEST for the company you are representing. Identify an
item to improve or address for the P, E, S, T of the hotel or company assigned to your group, and SWOT the
item you have identified that you plan to work on. You should SWOT and create and action proposal to help the
company make money and improve for each item identified. For this course, you are only required to identify
one item to swot for P, one item for E, one item for S, and one item for T to SWOT and do and action plan and
proposal for. For P you need 2 slides, you need one slide for page 1, one slide for page 2, no need for an
advertising slide (since you will practice your advertising and communication deigning when you do your 7Ps.) ,
and 2 slides for E, 2 slides for S, and 2 slides for T. For this course, you are only required to submit one proposal
for Political, 1 proposal for Economic, 1 proposal for Socio Cultural, and 1 proposal for Technological.
11.ORGANIZATIONAL CHART – This part of the marketing plan is where you put the
organizational chart of the marketing department and of the other departments in the company. For this
course, show the changes (additions, deletions) in the organizational chart based on the action plans you have
done when you SWOT the 7Ps and based on the action you have done. This section is to educate you that part
of the marketing and business plan is that you have to plan the human resources part of the business, and the
organizational Chart is part of the planning of a business since this reviews the people who will work in your
company. Try to get the organizational chart of the company’s Sales and Marketing Department and submit an
Organizational Chart with the titles of the Team members and the number of personnel for each position, and
summarize a total number of staff for the following departments: a) Marketing b) Room Sales c) Events and
Banquet Sales, d) Marketing Communications, e) Reservations Department. Then present this table chart in one
a one page Power Point. Make sure that the organizational chart is changed based on the new action plans and
objectives you have. For this course, Mr. Lim will accept your showing the basic org chart of the company, but
highlight in bold colors any changes in the organization based on your action plans.

12.7Ps – SWOT the 7Ps – AND ACTION PLANS - COMMUNICATE- EVALUATE- Pls refer
to the notes in the “Marketing Plan Power Point Format” to be guided accordingly. Do the SWOT for each of
the 7Ps – identify 2 proposal items per P to improve, Swot, action, communicate, make an ad, and evaluate to
make money. These 2 proposed items per P are to be proposed for approval to the audience as part of Proj.
234. THE WHOLE GROUP SHOULD COMPLETE THE SWOT FORM OF THE 7Ps TOGETHER TO HAVE A
SYNERGISTIC ANSWER, all group members are to brainstorm on the proposals (since you have 2 proposal items
to propose for each of the 7 Ps), AND ASSIGN ONE GROUP MEMBER TO PRESENT ONE P WITH 2 PROPOSALS.
Each group member should be able to present any of the Ps in case Mr. Lim asks the student to present
another P, therefore you should all identify the items to propose together as a group. (Pls note that in case you
have less than 7 people in the group, the other remaining Ps have to be assigned to the group members to do
another one, and in case your group is more than 7 people, the additional people will all do more additional P
of Promotions. Therefore the proposals can be more than 14 if you are more than 7 people in the group.) .
Refer to the lectures about the 1) RACE TABLE, 2) GRAND FATHER TABLE, 3) NUMBERING OF EACH COLUMN.

a. NUMBERING OF COLUMNS of page 1 and 2 of SWOT slides-

 First set of numbering (for SWOT, Action Plan, and Messages)
Please number the S and W columns based on their total items together. Then, the same TOTAL
numbering should also be applied on columns Opportunities, Threats, Strategies/Action Plan, Target
Market, Suggested By, Target Date, Messages. Therefore, if S and W columns have 10 items in total,
then, other columns mentioned above should also have corresponding numbering from 1 to 10 to
address each item of column S and W.
 Second set of numbering (for Channel of Communication until Profit Evaluation)
The numbering changes starting from the Channels column until the Profit column.
 Notes
 Pls refer to the notes in the “Marketing Plan Power Point Format” to be guided, and ensure you follow
the numbering based on your total “SW” identified, and total “Channels” identified.

b. Tips for page 1 of the action plan columns – START OFF FROM SW- and OT columns of the SWOT OF THE 7Ps
THAT YOU HAVE WORKED ON, AND CREATE ACTION PLANS FOR EACH OF THE SWOT ITEMS you identified to
propose. NEW IDEAS ARE SUPPOSED TO COME OUT FROM THE SW- OT ITEMS. USE YOUR ANALYTIC SKILLS AND
CREATIVITY TO COME OUT WITH LOGICAL AND EFFECTIVE ACTION PLANS that will make money, which you can
propose to your General Manager. CONSIDER COST EFFECTIVITY ALSO WHEN THINKING OF A STRATEGIC
ACTION OR SOLUTION FOR THE SWOT ITEM, ALSO CONSIDER THE REVENUE OR GAIN VS. THE COST OF THE
ACTIVITY. SINCE ALL THESE WILL TRANSLATE TO A GAIN AND A COST IN YOUR OPERATIONS. REMEMBER, AT
THE END OF THE DAY, YOU ARE IN BUSINESS TO MAKE REVENUE, IN ADDITION TO OF COURSE GIVING A GOOD
PRODUCT AND SERVICES. MAKE SURE TO FILL UP THE COST AND REVENUE SECTIONS OF THE FORM. EACH
MEMBER OF THE GROUP WILL COVER ONE OF THE MARKETING Ps AND COMPLETE ONE STRATEGIC ACTION
PLAN FOR EACH SWOT ITEM. You have to end up making money for your proposal to be approved by the
audience.

c. DO THE WORK AS A GROUP TOGETHER - So do it all together when you meet, including the
ads for project 4 (for the ad, think of the message, content, photos, words, design in
the ad that will best communicate the message and the USPs of the proposal action
you recommended) . The content should be connected to each other like
grandparents to great grandchildren, ensure the content is connected and show
numbering connectivity of content to easily show connection of content from
project 2 to 3 tables and into your ad page, by using numbers linking each item, to
ensure you do actions for each item accordingly (refer to the numbering examples in
red in the “sample format for proj 234 in the “Marketing Plan PowerPoint format”.

d. Strategic Actions should cover all the market segments you have, the more actions and activities you
have identified for various market segments (in hard copy) the better, but present only the top 2 most
important proposal ideas for each P per student in the class.

e. TIPS FOR SWOT PAGE 2 NOTES – For columns starting from Channels onward to the right, the details on
costings, dates of publication, types of media, actual names of media, have to be specific and detailed. You
will be graded based on how detailed and well planned your activities, choice of placements, costings,
and revenues are done. The answers to your various Ps should show unity and coherence, therefore, you
should all discuss the answers together as a group, to avoid contradicting answers in your various Ps, or not
unified solutions for your various Ps. Your Promotion P should also show coherence of solutions from the
various Ps.
 F.RACE TABLE – shows you the connection of the various parts of the marketing
plan to the outline.
RACE TABLE OR Marketing Plan Project/s
Outline Parts
Designed by Mr. Benedict Lim
Research & Analysis S.W.O.T & P.E.S.T 1, 3, 4, 5, 6 2
OF OWN COMPANY VS.
COMPETITORS

Action Strategy 3, 4, 5, 6, 7 3
Tactical
ACTION PLAN
Communication and Promotion, Communication, 7 4
Advertisements Channels

Advertising DESIGN AND

CONTENT – message content and
photos to match and bring out
the USPs from the Action Plan
created

Expense Evaluation + Income 3, 4, 5, 6, 7, 8 4

- Expense
PROFIT

G. GRANDPARENTS TABLE - IDEAS have to be LINKED BY NUMBERS STARTING FROM SW COLUMN- Ensure
your content link to each other, and follows the GRANDPARENTS TABLE rules, all your
points should link with each other, since the SW produces the OT, the Action Plan, and the
Communication and advertising content and plans. No grandparents, means no
grandchildren rule. (this will be discussed in the lectures, or ask Mr. Lim about this). Best is
to number each point similarly from SW to OT to Action Plan to all the columns in Project
4, so you will see the connection of each SW point from Project 2, 3 to Project 4:
 GRANDPARENTS TABLE
Designed by Mr. Benedict Lim

SW OT ACTION PLAN COMMUNICATION AND

ADVERTISING CONTENT
AND PLANS

GRANDPARENT CHILDREN GRANDCHILDREN GREAT GRANDCHILDREN

S PROJECT 2 PROJECT 3 PROJECT 4
PROJECT 2

13.CHANNELS AND COMMUNICATIONS COLUMNS

 See Marketing Plan PowerPoint format for tips. Ensure you be specific and detailed in the type of channel,
name of channel, dates of publications, and the costings for these columns, and plan the frequency, and ensure
the type and name of the channels you use will be effective to reach and match your target market. These
columns are where you will exhibit your planning skills on how to communicate your product, action plans,
proposal to the market for them to buy the proposal and for your company to make money. You will be graded
on these columns for Project 4.

14.TWO (2) ADVERTISING DESIGNS per student – to communicate the

message, USPs for the target market to buy your proposals. 1 ad for each proposal.

1. Design ads (2 ads or designs per student for each P) from the strategy and action item you have and submit a soft
and hard copy (IN A4 SIZE EACH) of these part of your Final Exam Project Submission.
Remember your Project 1 learnings when you chose your good and bad ads.
This time, you are going to design your own 2 ads to support the SW you want to address and propose. Design your ads to show
your learnings from this course.

2. Choose 1 item from each Marketing P and create an ad.

3. Each Group member to prepare 2 ads/ material/ design for the Marketing P he is representing (whole group has
total 14 ads or more)

4. Answer the following questions when designing and creating your Ads:
A.      WHY DID YOU design the ad this way FOR YOUR proposal CAMPAIGN, WHAT IS YOUR OBJECTIVE? What
concepts from the course did you apply in the ad. Why did you design the ad that way? Look at the ad, and ask
yourself if you will buy the product if you saw the ad? Why yes? And what can be improved in the ad to make
the target market buy the product? Does the ad fit, cater and attract the target market you have in mind? Will
they buy the product? Is there any other message you should put to make the ad more informative, attractive
and more effective to make the sale to the target market?

B.      MESSAGE - WHY DID YOU CHOOSE THIS AD MESSAGE? WHAT MESSAGE DO YOU WANT TO SEND TO THE READER?
C.      CONTENT - WHY DID YOU CHOOSE THE WORDINGS AND CONTENT OF THE AD? Does the photo represent the target market and the mes
you want to communicate? Do you have enough info about the company details, tie ups, e-media info, etc.
HOW WILL THE CONTENT ACHIEVE YOUR OBJECTIVE?

D.      OBJECTIVE - WHAT IS YOUR COMPANY'S OBJECTIVE WITH THE AD? IS IT ACHIEVING THE OBJECTIVE?
E.       DESIGN - WHY DID YOU CHOOSE THIS AD DESIGN? HOW IS THE AD DESIGN? HOW IS IT HELPING THE IMAGE OF THE
COMPANY?

F.       EFFECTIVITY - HOW EFFECTIVE DO YOU THINK IS THE AD? WHY? WHAT EFFECT DO YOU WANT FROM THE AD?

G.      POSITIONING - WHAT POSITIONING IS THE AD DOING?

H.      WHAT IS THE PRODUCT - WHAT IS THE PRODUCT YOUR COMPANY IS SELLING?

I.        TECHNIQUE OF SELLING - HOW IS YOUR COMPANY USING THE AD TO SELL THE PRODUCT?

J. MOTIVATION - HOW DO YOU WANT TO MOTIVATE THE READER OF THIS AD? WHAT WOULD YOU DO TO MOTIVATE THEM?

K. WHAT COMMUNICATION CHANNEL WILL YOU USE FOR THIS AD?

 Present all other communication channel samples that you have created - ex: cards, flyers, bus ads, membership cards,
loyalty cards, discount cards, etc.

15.REVENUE, COSTS, PROFIT COLUMNS

These columns are to show profit. Revenue is sales, Cost is an expense. Revenue minus cost equals profit made.
In these columns, support your figures with detailed forecasted revenue (sales or income) from doing the
action plan proposal you are presenting to the General Manager and Directors in the audience. Your action plan
should show a PROFIT AND show that money will be made from the efforts and cost of doing your proposal.

16. PRESENTATION REQUIREMENTS, TIME LIMITS,

AND PROCEDURES – pls refer to time limits set for
each student and for the group in above “SLIDES
GUIDELINE TABLE”.

a) GROUPS PRESENTING TO ENSURE THAT THE PROJECTORS ARE SET UP 10 MINUTES BEFORE CLASS STARTS,
AND ALL GROUPS TO UPLOAD THEIR POWER POINT PRESENTATIONS BEFORE THE CLASS STARTS.
b) TIME WILL BE STRICT AND LIMITED –EACH GROUP WILL PRESENT only as specified in the SLIDES GUIDELINE
TABLE (ABOVE MENTIONED) AT THE END OF THE TIME ALLOTMENT, THE GROUP HAS TO STOP THE
PRESENTATION. PLS REHEARSE TO ENSURE YOU ARE WITHIN TIME.
c) GROUP LEADER TO SET A SCHEDULE OF MEETINGS AND RESEARCH SCHEDULES, AND AGREE WITH GROUP
MEMBERS – GROUP LEADER WILL SUBMIT THE ATTENDANCE BY EACH MEMBER OF THE GROUP, FOR ALL
THE AGRED SET MEETINGS, RESEARCH SCHEDULES, AND REHEARSALS TO MR. LIM TOGETHER WITH THE
PROJECT. THE ATTENDANCE SHEET FOR THIS WIL BE SUBMITTED TO MR. LIM AND TO BE SUBMITTED TO
MR. LIM FOR REVIEW EVERY CLASS, AND WILL BE RETURNED TO THE LEADER AFTER EACH CLASS.
d) You are advised to read and understand all the instructions for Proj 1 to 4 as soon as
you receive this on the 1st week of your sem, and you are encouraged to be ready to
ask questions of items that are not clear at the start of each class for any of the
projects. Use the attached “item no. 6.
e) All group members are to have their own copy of the presentation in USB form on
the start of class on the dates of the presentations.

f) Student presenting should start his presentation with:

 “Today I propose……..(get answers from Action Plan column) ”,

  because………(explain get from SWOT columns).
 I will promote ,communicate market it by…….(answer get from from Action
Plan, Message, and Channels columns) ,
 because of this we will make a profit of Pesos………(answer get from cost,
revenue, and profit columns) .

g) You should prepare your talk, practice, rehearse to fit the allotted time (see the SLIDES GUIDELINE
FOR THE TIME ALLOTTED FOR EACH SLIDE). Avoid holding a sheet of paper, avoid reading, you may
have key words in your Power Point only. So prepare, rehearse and practice. How you present
and sticking to the time allotted will be a major part of your grade.
h) Be ready for questions, critics, suggestions, feedback, comments from your classmates and
professor, all questions and contributions will be graded, so all groups should be prepared. Your
positive attitude and presentation skills will be graded. Pls see grading system above. You will also
be graded on your emotional maturity, confidence, presentation skills, and your attitude and
manner of handling reactions, feedback/ comments/ suggestions of the audience.
i) RECITATION POINTS AND EVALUATION FORM – while a group is presenting, all students in the
audience and guests will act as General Managers and Directors who will be the Approval
committee, and all will have a sheet of paper to write the good points, improvements, and
suggestions for each presenter’s proposal, and will be the proposal approving group. Students can
earn points by giving analysis, sharing suggestion, sharing critic or improvements to the answers of
the presenting group. So all other groups should listen and analyze while others groups are
presenting to gain recitation points. Everyone is to keep an open mind and good attitude towards
suggestions, since it is part of the learning process.

17.SUBMISSION REQUIREMENTS (PROJECT 234 together) :

A. First Submission (30 Proposal Ideas after visiting 3 companies) – On class no.
3, your group should submit in one sheet of paper at least 30 or more proposal ideas that will help make
the company (assigned to you your group) make money. For the FINAL SUBMISSION of Proj 2.3,4 (see
schedule of submission in lesson plan given) each student should have 2 proposal items from one of the of
the 7ps assigned to them to present by the groups. Total 14 proposals (if you are 7 group members, more if
you are more than 7 group members. Number of proposal per group falling under the 7Ps is equal to the
number of group mates times 2 proposals ). For example, if you are 7 students in a group, you should have
“14 Proposals identified” after visiting the 3 hotels/ OR RESTAURANTS/ OR COMPANIES. Therefore, when
you visit the 3 companies assigned to your group, target to identify 30 or more proposal ideas, so you can
have more ideas to choose from to finalize having 2 ideas to present per student member in your group.
Submit in one page typewritten format the 30 ideas classified in the various 7 Ps. Suggest you gather at
least 30 or more proposals that will make money when you visit the 3 companies assigned to your group,
 so you can still choose from the 30 or more proposal ideas, and choose which of the best to submit for the
proj 2, 3, 4. Gather and submit the 30 or more proposal ideas by class no. 3 and 4.
B. Second Submission (Table 1 and 2 completed with key words for 2 Ads)
of Proj 234– (submitted together total 6 PowerPoint pages per student per P) Draft of Proj 234 with key
words for ads no design yet (if submitted with ad design already will have extra points) . See Lesson Plan
for submission date.
C. Final Submission (Table 1 and 2 completed with completed 2 Ads
designs) of Proj 234 with fully designed ads. See Lesson Plan for submission date.
D. Class OIC President to collect one USB per group (one usb per group to avoid virus, and to cut down on
download time. This USB will be submitted part of the submission requirements). OIC will check that the
USBs have the correct labeling and input for the submission day. Only the OIC president will touch the USBs
at the start of the class of the submission date for control purposes. All group leaders to ensure that the
USB to be labeled as follows:

1) USB EXTERNAL LABEL: (use the same USB used for Proj. 1,2,3,4)

SUBMIT AND LABEL into a GROUP USB WITH THE FOLLOWING LABELED ON THE USB ITSELF.
Externally, THE USB should be labeled with a big 2 inch by 3 inch tag label labeling the USB like a
key chain with below information

MM- TIME OF YOUR CLASS- GROUP NO -DATE OF FIRST DAY OF SEMESTER

(Example: MM-8AM CLASS-GROUP NO 3-SEPT 08, 2017)

Submit this to the Professor before start of your presentation as a group. This is the same USB that
your group will use to submit Proj. 1, 2, 3, 4. This USB will be submitted to the Prof at the end of
the sem part of your group submission requirements.

Since the original USB is with Mr. Lim already since Proj 1, pls bring a 2 nd group USB with
information of your proj 234 to be uploaded into this USB already with Mr. Lim. OIC President will
upload your files to your group’s original USB for each submission.

2) USB INTERNAL DOCUMENT LABELING:

Name the FILE documents labeled as follows:

 For Proj 234 2ND SUBMISSION

PROJ234-MM 2nd SUBMISSION- GRP NUMBER-date OF SUBMISSION- time of class
Example: PROJ234-MM 2ND SUBMISSION-GRP 2-OCT 10 2016-8AM CLASS

 For 3rd and Final submission

PROJ234-MM FINAL SUBMISSION- GRP NUMBER-date OF SUBMISSION- time of class
Example: PROJ234-MM FINAL SUBMISSION-GRP 2-OCT 27 2016-8AM CLASS
 3) CLEAR FILE FOLDER LABELING:
SUBMIT IN HARD COPY THE FOLLOWING: ACTUAL STORY BOARD ON A3 boards, AND YOUR
PRINTED HARDCOPIES OF the FINAL Proj 234 slides (4 slides in one page ok) , put into a clear plastic
file folder, with plastic clear file sleeves per page. PLS ENSURE THE FIRST PAGE OF YOUR CLEAR FILE
HAS THE FOLLOWING INFO FORMAT LABELING YOUR SUBMISSION:
 MARKMAN PROJECT 2,3,4
 GROUP NUMBER:
 SUBMITTED ON DATE:
 TIME OF CLASS:
 NAME OF GROUP LEADER:
 GROUP MEMBERS ALL NAMES: (LAST NAME, FIRST NAME)

E. ATTENDANCE OF GROUP MEETINGS - GROUP LEADER WILL SUBMIT together with the hard copy THE
ATTENDANCE BY EACH MEMBER OF THE GROUP, FOR ALL THE AGREED SET MEETINGS, RESEARCH
SCHEDULES, AND REHEARSALS TO MR. LIM TOGETHER WITH THE PROJECT. (Put this attendance sheet
on the second page of the hard copy). The attendance sheet submission is part of your final grade. This
is part of the last page of the slide submission.
F. ENSURE TO DOWNLOAD SLIDES TO THE ORIGINAL USB AND SUBMIT HARDCOPY BEFORE YOUR
PRESENTATION STARTS. SUBMISSIONS AFTER THE PRESENTATION ARE CONSIDERED LATE, AND WILL
HAVE A 10% DEDUCTION IN GRADE AUTOMATICALLY. Come to class 10 minutes before to download
your presentation to the USB on dates of submission.

18.OBJECTIVES (PROJECT 2 ):
A. IDENTIFY HOW EACH COMPANY COMMUNICATES TO THE MARKET
B. USE SWOT IN DIFFERENTIATING THE 3 COMPANIES ASSIGNED. USE AND DO A SWOT ANALYSIS OF THE
COMPANIES. RANK THE COMPANIES BASED ON THE SWOT EXERCISE.
C. ANALYZE WHAT KIND OF ADVERTISING FORMAT, AND ADVERTISING MESSAGE THEY USE, THE
CHANNELS AND EFFECTIVITY.
D. ANALYZE WHAT BUSINESS STRATEGY THEY USE
E. IDENTIFY WHAT IMAGE, POSITIONING EACH COMPANY CREATES.
F. IMAGE, PROMO, ADVERTISING ANALYSIS

19.OBJECTIVES (PROJECT 3) :
A. TO ANALYZE EACH OF THE 7 Ps and the PEST of the selected company, do the SWOT for each ITEM AND
CREATE A STRATEGIC ACTION PLAN BASED ON THE MARKETING THEORIES AND CONCEPTS LEARNED.
B. TO USE CREATIVITY, INNOVATION, AND THINKING OUT OF THE BOX WHEN COMING UP WITH
STRATEGIC ACTION PLANS AND ACTIVITES, TO PREPARE A MESSAGE WHICH WILL BE SEEN IN THE
 ACTUAL ADVERTISING TO COMMUNICATE YOUR SWOT IMPROVEMENTS DONE TO THE TARGET
MARKET.
C. TO UNDERSTAND OWN COMPETITION, AND USE INFORMATION OF SWOT TO FURTHER IMPROVE YOUR
OWN OPERATIONS AND REVENUE.
D. TO THINK OF BEST COMMUNICATIONS STRATEGIES TO ADDRESS THE SWOT ITEMS.
E. LEARN TEAMWORK - TEAM ORGANIZATION, PUNCTUALITY
F. GOOD PRESENTATION OF BOTH SOFT AND HARD COPIES, AND ACTUAL GROUP PRESENTATION IN
CLASS.
G. CREATE ACTION PLANS FOR VARIOUS MARKET SEGMENTS.

20. OBJECTIVES (PROJECT 4)

A. TO KNOW THE PARTS OF THE MARKETING PLAN, AND TO FOCUS ON THE MARKETING ASPECTS OF THE
MARKETING PLAN. TO SEE THE TOTAL FLOW OF ALL THE PARTS OF THE MARKETING PLAN.
B. TO COMPILE AND COMPLETE THE PARTS OF THE MARKETING PLAN
C. LEARN TO CHOOSE AND DESIGN MARKETING COMMUNICATION CHANNELS, ADS AND PROMOS TO
ADDRESS THE SWOT AND STRATEGIC ACTIONS NEEDED TO IMPROVE THE BUSINESS.
D. TO USE CREATIVITY, INNOVATION, AND THINKING OUT OF THE BOX WHEN COMING UP WITH
STRATEGIC ACTIVITES that are EFFECTIVE AND REALISTIC.
E. TO UNDERSTAND OWN COMPETITION, AND USE INFORMATION OF SWOT TO FURTHER IMPROVE YOUR
OWN OPERATIONS AND REVENUE.
F. TO THINK OF BEST COMMUNICATIONS STRATEGIES TO ADDRESS THE SWOT ITEMS.
G. LEARN TEAMWORK - TEAM ORGANIZATION, PUNCTUALITY
H. GOOD PRESENTATION OF BOTH SOFT AND HARD COPIES, AND ACTUAL GROUP PRESENTATION IN
CLASS. POSITIVE ATTITUDE AND EMOTIONAL MATURITY TO HANDLE FEEDBACK, CRITIC, COMMENTS,
SUGGESTIONS IN A POSITIVE WAY. STUDENT NEEDS TO LEARN TO BE RESILIENT AND ADJUST TO THE
SUGGESTIONS OF THE AUDIENCE AND NOT TAKE IT PERSONALLY AND NEGATIVELY. ALL FEEDBACKS
SHOULD BE TAKEN POSITIVELY AND SHOULD NOT FEED EMBARRASSED DURING THE PROCESS.
I. CREATE ACTION PLANS FOR VARIOUS MARKET SEGMENTS.
J. TO UNDERSTAND HOW EACH PART OF THE MARKETING PLAN COMES TOGETHER TO ADDRESS AN
OBJECTIVE.

21. CONSULTATION – PLS SEE MR. LIM FOR QUESTIONS ON DOING THIS PLAN at the start of each class, and
refer to the Lesson Plan for consultation schedules. Make sure you are ready with your questions during
consultation periods to fully utilize the opportunities to ask questions.

ENOY. This Marketing Plan process, you will be able to use for the rest of your life in marketing various
products.

END OF PROJECT 234