MODULE 1

MARKETING AN OVERVIEW

INTRODUCTION

This module covers the following topics: Definition of Marketing and The Five Key Marketing
Concepts namely Production, Product, Selling, Marketing and Societal Marketing Concept. This
lesson is intended to give learners a strong foundation on marketing overview which is important
in studying topics in the next proceeding modules. Furthermore, this will also give them in-depth
understanding of marketing.

This lesson will be delivered offline where the learners are expected to read concepts and
validate these concepts through quiz and peer-reviewed activities. Further, you will be given a
pretest to determine your prior knowledge of the topic and post-test to validate your learnings
from this module. Finally, I will be available for consultation in order to guide you in the
preparation of the assigned task as well as in providing feedback with regards to submitted
output and participation.

LEARNING OUTCOMES

At the end of this module, you should be able to:

1. explain the key basic concepts of marketing;

2. describe basic elements of marketing; and
3. create a video blog presenting the basic concepts of marketing.

ACTIVITIES AND RESOURCES

Self-directed, reflective and collaborative learning characterize the printed modular approach in
this course. This means that you as learners will work at your own pace within the time frame for
this module. You are expected to read concepts, take quizzes and prepare video blogs, case
studies and reflective activities. In preparing the video blog you as a learner should be able to
discuss your thoughts on the basic concepts of marketing. Likewise, you are expected to work
with your peer for review of your output (Video Blog) written review will be submitted together
with the video blog saved in a flash drive.
Deadline is set for the completion of the requirements in this module in order to move further
with the lessons on the course. This lesson utilizes open resources and free educational tools
as identified in this section.

ACTIVITY 1.1 WHAT IS MARKETING?

Think of a product where you usually purchase and consume. How did this product flow from
the point of production to the point of consumption?

Marketing is defined as 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.

Marketing is also referred to as engaging customers and managing profitable customer

relationships.

Based on the given definition of marketing,

1. Describe Marketing in your own understanding.

Marketing is the method of attracting customers to the business's product or service. This is
accomplished through market research, analysis, and a thorough understanding of the interests of your
ideal customer. All aspects of a company, including product creation, delivery methods, sales, and
advertisement, are covered by marketing. It has become an increasingly vital ingredient for
business success.

2. Explain the key elements on how products flow from point of production to point of
consumption in your own words.

The flow of goods from production to consumption is known as Process logistics. The
objective is to connect the producer and consumer, i.e. the supply source to the point of
consumption. It is to ensure that the right quality and quantity of products reaches the
consumers at the right time.

Read: Philip Kotler et.al (2018), Principles of Marketing, Seventh Edition, Pearson Education
Limited Edition, pages 28-30 and https://oxidian.hr/en/the-five-marketing-concepts-explained.
Note: Don’t forget to read the above mentioned reading materials on the textbook and link
provided these will help you answer the activity 1 of this module.
ACTIVITY 1.2 HOW THE FIVE KEY ELEMENTS OF MARKETING CONCEPTS DIFFER
FROM EACH OTHER.

Observe your surroundings, especially the marketers in your area. Are these numerous
marketing concepts used by marketers as a reference in the marketing field? Do you think
these marketing concepts exist in the field to date or are outdated?

● Yes, it is the marketing concepts used by marketers in our area because it is their
strategy that firms implement to satisfy their customers’ needs, to increase sales,
maximize profit and beat the competition. Because in the end the marketing concepts
is to make profits through customer satisfaction. They exist in the field to date.

Figure 1. Key Elements of Marketing Concept

Photo taken from https://oxidian.hr

Answer the following:

1. Differentiate each of the five elements of the marketing concepts.

● The production concept is focused on operations and is based on the assumption
that customers will be more attracted to products that are readily available and
can be purchased for less than competing products of the same kind. The
product concept is the opposite of the production concept in that it assumes that
availability and price don’t have a role in customer buying habits and that
people generally prefer quality, innovation, and performance over low cost.
Thus, this marketing strategy focuses on continuous product improvement and
innovation. The selling concept is centered on the belief that you must convince
a customer to buy a product through aggressive marketing of the benefits of the
product or service because it isn’t a necessity. The marketing concept is based
on increasing a company’s ability to compete and achieve maximum profits by
marketing the ways in which it offers better value to customers than its
competitors. It’s all about knowing the target market, sensing its needs, and
meeting them most effectively. Many refer to this as the “customer-first
approach.” The societal marketing concept is an emerging one that emphasizes
the welfare of society. It’s based on the idea that marketers have a moral
responsibility to market conscientiously to promote what’s good for people over
what people may want, regardless of a company’s sales goals. Employees of a
company live in the societies they market to, and they should advertise with the
best interests of their local community in mind.
 2. In your own opinion how do marketers decide on what particular concept will be the
best concept in delivering product and services?
● Marketers decide on what particular concept will be the best concept depending on
what they are considering or focus on. Because, all of these concept mindsets can help
them achieve organizational goals depending on if they understand the needs and wants
of their target market while delivering quality products people prefer. As customers’
needs are changing day by day, a marketing concept-oriented company has to
consider and modify its product, service, and activities with the change in needs
and satisfy customers better than its competitors due to earn profit in the long
run.

Read: the article written in https://oxidian.hr/en/the-five-marketing-concepts-explained.

Note: Don’t forget to read the above mentioned reading material on the link provided this will
help you answer the activity 1.2 of this module.

ACTIVITY 1.3. CREATE A SHORT VIDEO BLOG PRESENTING/DISCUSSING THE

BASIC CONCEPT OF MARKETING TO BE SAVED IN A FLASH DRIVE FOR
SUBMISSION.
 WRAP-UP AND CONSULTATION

You are expected to actively participate in the weekly consultation to address your
difficulties in this subject. We will use your preferred available communication
channels.

ASSESSMENT

Formative assessments are in the form of pre-test and post-test.

Summative assessments are in the form of quizzes and video blogs graded through a Rubric.
These are all graded assessments.

KEY TAKEAWAYS

● Marketing is defined as 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. It presents a clear understanding of how
marketers deliver value to the customers.
● Creating a video blog will give learners and co-learners an in-depth understanding of
the basic concepts of marketing.

REFERENCES
Kotler, P. et.al. (2018). Principles of marketing, seventh edition. Pearson Education Limited
Edition,

Oxidian.hr. (2019). The five marketing concepts explained. Retrieved from

https://oxidian.hr/en/the-five-marketing-concepts-explained