This module covers key aspects of developing an effective marketing plan, including defining the unique selling proposition (USP) and value proposition (VP) of a product or service. It discusses understanding customer behavior, attitudes, and needs through marketing research. The 7Ps of marketing and fundamentals of brand management are also addressed. An example is provided of a woman named Aling Tere who opens a 24/7 sari-sari store to meet the needs of local call center agents, nurses, and construction workers. Her situation analysis and initial plans for crafting an effective USP and VP for her store are outlined. The module emphasizes understanding target customers and market segmentation to focus on those that can be served beneficially.