Republic of the Philippines

Department of Education
DepEd Eastern Visayas-Region 8
Schools Division of Eastern Samar
Gen. Macarthur Eastern District
GEN. MACARTHUR NATIONAL AGRICULTURAL SCHOOL

PRINCIPLES IN
MARKETING
(LAS)

Marketing Principles and

Strategies: Goals in Marketing

LEARNING ACTIVITY SHEET

Quarter 1 – Week 2.1 (Second Semester)
GRADE 11

1
EXPECTATION
After going through this module, you are expected to identify and
discuss the goals of marketing.

PRETEST
Directions: Write TRUE or FALSE in the space provided
___________ 1. The goal should be clear, credible, and realistic.
___________ 2. It is not necessary to determine the progress of the set goals of an
organization.
___________ 3. SMART marketing goals is a framework for successful goal setting
___________ 4. KPIs are important metrics to make sure that you can accomplish
any business objective.
____________5. A goal should be clearly understood by everyone in the team.

RECAP
In the previous lesson, we study and define what is Marketing.
So let’s have a quick recap…
 Marketing is an art of creating and satisfying customers at a profit

 Philip Kotler is the Father of Marketing

 Marketing is the key to the success of any organization whether it

is a profit or non- profit organization

L E S S ON
Lesson Overview
Marketing is indeed an art it has been practiced in one form or
the other. It has become a very important function in the business
world. Marketing is the business function that identifies an unfulfilled
needs and wants, defines and measured their magnitude, determines
which target market the organization can best serve, decides on
appropriate products, services, and programs to serve this market and
calls upon everyone in the organization to think and serve the customer.
This module covers the essential principles behind marketing:
what it is about, what makes for a marketing-oriented transaction, and
how consumers stand to benefit from it.

2
Goals of Marketing
In Marketing, goals are statements of what results in the
company wants to achieve with its marketing efforts. Just like any
other goals, it should be clear, credible, and realistic.
By setting clear SMART marketing goals, the company will know
exactly what they are working on. Marketing goals are specific objectives
described in the Marketing Plan. These goals can be tasks, quotas,
improvements in KPIs, or other performance-based benchmarks used to
measure success.

Here are some examples of marketing goals include:

1. Build Brand awareness
2. Generating new customers
3. Establishing leadership
4. Attributing marketing activities to revenue generation
5. Increasing brand engagement

How to set SMART GOAL in Marketing

SMART marketing goals is a framework for successful goal setting. It

stands for Specific, Measurable, Attainable, Realistic, Timely.

Specific – they are clearly understood by everyone in the team;

Measurable – you can always get a clear idea of how well you're doing;
Achievable – when planning, there's no point in deciding to fulfill all
dreams in a year. Make sure you think what you really could do;
Relevant – the goals you set must be important for your company. The
goal shouldn't be "Let's hire 20 people" but "Let's increase the revenue
enough to hire 20 people.";
Time-bound – they have a specific due date for completion to resist the
urge to say "okay, we'll do it next year."

To measure the progress of the SMART marketing goals, Key Performance

Indicators (KPI) are used to track toward goals. Selecting the right KPI is the key to
effectiveness.

3
Importance of KPI
Effective KPIs are important metrics to make sure that you can accomplish
any business objective. KPIs are more than numbers you report out weekly - they
enable you to understand the performance and health of your business so that you
can make critical adjustments in your execution to achieve your strategic goals.
Knowing and measuring the right KPIs will help you achieve results faster.

Why KPIs are Important? Here are 5 reasons:

1. To monitor company or organization’ health
2. To measure progress
3. To analyze pattern over time
4. To adjust and stay overtime
5. To solve problems or tackle activities

Activity No. 1
Directions: Below is two goals that may be great, but are not very SMART. What is
missing? How might you rewrite them more SMARTly?

1. I want to get my life in balance.

2. I want to be working by the time I am 23

Go through the SMART criteria and jot down few ideas. You may decide that you
need to break these down into several shorter goals (or steps) to make them
SMART. Write your answer in the activity sheet.

WRAP–UP
What are the marketing goals? Elaborate and example

VALUING
If you are going to make your SMART goals, how will you do it?

4
 POST TEST
Direction: Encircle the letter of the correct answers.
1. What are Marketing goals?
a. What results in the company wants
b. What plans in the company wants
c. What intentions in the company wants
d. What projects in the company wants

2. _________________Marketing goals is a framework to success goal-setting?

a. good b. smart c. genuine d. creative

3. Smart stand for________

a. specific, measurable, attainable, realistic, timely
b. smart, measurable, attainable, realistic, timely
c. Specific, measurable, applicable, realistic, timely
d. Specific, memorable, attainable, realistic, timely

4. Marketing goals are ____________ described in the marketing plan.

a. attainable objectives
b. specific objectives
c. measurable objectives
d. complex objectives

5. What are the important metrics to make sure that you can accomplish any
business?
a. KPIs b. BPIs c.ABCs d. ROTCs

R E F E R E N CE S
Schrader, Christine Schrader, May 17, 2018, https://www.conductor.com/blog/2018/05/smart-
marketing-goals-examples/
Edemy Editor, https://blog.udemy.com/goal-setting-activities/