The Grade 11 Principles of Marketing module is a Philippine Senior High School ABM learning resource, not a consumer shopping guide. Its opening unit introduces marketing principles and strategies, while the broader course asks students to apply marketing ideas to goods and services and develop integrated programs for business growth.
What the course and module are
The Department of Education’s May 2016 K to 12 Senior High School ABM curriculum guide identifies Principles of Marketing as a Grade 11 subject. It allocates 80 hours per semester and lists Economics and Organization and Management as prerequisites. The guide describes a course on marketing goods and services and developing integrated marketing programs to grow businesses.
The particular learning resource titled “Quarter 1 – Module 1: Marketing Principles and Strategies” is a First Edition, 2020 Alternative Delivery Mode module copy hosted on Scribd, rather than an official DepEd webpage: Grade 11 Principles of Marketing Module. Its opening unit frames marketing around creating customer value and relationships, with customer satisfaction and exchange among its central ideas.
What students learn in the opening unit
The module’s “What I Need to Know” prompt sets out goals to define and understand marketing, concepts and principles, and to understand marketing goals and their social effects. These are the objectives of the specific 2020 module copy; consult a teacher or school for the assigned version.
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The opening themes can be understood as a sequence: identify the value marketing offers customers, consider how an organization builds relationships, and then connect that work to business goals. The module also relates marketing to economics and management. These are its instructional framing rather than a replacement for the full curriculum guide or a general professional marketing standard.
How the Grade 11 curriculum applies marketing
The curriculum makes application part of the expected learning. Its performance standard asks students to plot marketing goals and approaches for a product or service. That means the subject is not limited to memorizing definitions: students should be able to connect a customer, an offering, and a planned marketing approach.
A useful suggested exercise is to choose a hypothetical product or service and work through these questions:
- Who is the intended audience?
- What need or problem does the offering address?
- What marketing goal should the organization pursue?
- Which approach could help meet that goal, and why does it fit the offering and audience?
This is a teaching exercise based on the curriculum’s application emphasis, not a verbatim additional DepEd requirement.
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What follows the first module
The course extends beyond its introductory marketing principles. The curriculum guide and DepEd Order No. 12, s. 2020 cover later learning on customer relations and service, marketing research, consumer and business markets, and segmentation, targeting, and positioning. The order’s MELC table places the opening competencies in Weeks 1–2. The order documents the 2020 Most Essential Learning Competencies; it does not establish whether those requirements remain unchanged today.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Which curriculum version should students use?
The official curriculum guide cited here is dated May 2016, and the MELC order is dated 2020. Their current supersession status is not established, so neither should be described as the latest version without confirmation. Students should follow the module and instructions provided by their school or teacher. The Scribd-hosted module is useful for identifying the particular unit’s framing, but it is not itself an official DepEd-hosted copy.
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