Basic Marketing Concepts
Lesson Overview
Media: Video (17 minutes)
Seat Time: 7 Classes | 350 minutes teaching
Goal:
To define marketing concepts, explore the relationship between business activities and marketing, and investigate strategies which contribute to successful marketing.
Description:
This lesson outlines the marketing concept and its functions as an important component of business. It also explains the role market identification and research have in a product or service. Lastly, students will learn marketing strategies and define each component of the marketing mix.
Objectives:
1. To define marketing and how it relates to business decisions.
2. To explore marketing concepts and the seven marketing functions.
3. To differentiate mass marketing from different types of market segmentation.
4. To explain forms of market research and their importance to marketing.
5. To discuss the importance of market planning and implementing marketing strategies.
6. To describe the marketing mix and its components and how the mix contributes to successful marketing strategies.
Class 1
Class Overview:
What is Marketing? Video Segment
Action Plan
Vocabulary Handout
Key Concepts
What is Marketing? Check for Understanding
Marketing Functions Activity
Essential Questions:
1. What is marketing?
2. What is the marketing concept?
3. What are the functions of marketing?
Step 1: Bell Ringer:
· Lead a class discussion and ask students the following question:
- What is marketing?
Step 2: Distribute the Action Plan, Vocabulary Handout and Key Concepts.
· The Action Plan lays out a list of tasks for students to complete during the lesson.
· The Vocabulary Handout is a list of terms used throughout the lesson.
· The Key Concepts is an outline which identifies the main ideas presented in the lesson which students can fill in to aid in note taking during the lesson.
Step 3: Show the What is Marketing? video segment.
· This video is seven minutes long.
· Be sure to utilize the Key Concepts for this segment of the lesson.
Step 4: Administer the What is Marketing? Check for Understanding.
· The check for understanding is a short review of the content presented in the segment.
Step 5: Students should complete the Marketing Functions Activity.
· Students will match the marketing function with the corresponding scenario.
Step 6: Exit Ticket:
· Have students turn in the Marketing Functions Activity.
Class 2
Class Overview:
Market Identification & Research Video Segment
Action Plan
Key Concepts
Market Identification & Research Check for Understanding
School Segmentation Activity
Essential Questions:
1. What is the difference between mass marketing and market segmentation?
2. What are types of market research?
Step 1: Bell Ringer:
· Have students write down their initial answers to the Essential Questions. Instruct students to save their responses until the end of class.
Step 2: Show the Market Identification & Research video segment.
· This video is six minutes long.
· Be sure to utilize the Key Concepts for this segment of the lesson.
Step 3: Administer the Market Identification & Research Check for Understanding.
· The check for understanding is a short review of the content presented in the segment.
Step 4: Students should begin the School Segmentation Activity.
· Students will create an infographic displaying how to segment their school into five different target markets for marketing a product or service of their choosing.
Step 5: Exit Ticket:
· Students should refine their answers to the Essential Questions from the beginning of class, if needed, and turn them in before they leave class.
Class 3
Class Overview:
Market Planning Video Segment
Action Plan
Key Concepts
Market Planning Check for Understanding
School Segmentation Activity
Essential Questions:
1. What marketing strategies are used in market planning?
2. What are the Four Ps of the marketing mix?
3. How is the Fifth P of the marketing mix defined and why is it needed?
Step 1: Bell Ringer:
- Explain to students this is market segmentation and part of marketing.
Step 2: Show the Market Planning video segment.
· This video is five minutes long.
· Be sure to utilize the Key Concepts for this segment of the lesson.
Step 3: Administer the Market Planning Check for Understanding.
· The check for understanding is a short review of the content presented in the segment.
Step 4: Students should complete the School Segmentation Activity.
· Students will create an infographic displaying how to segment their school into five different target markets for marketing a product or service of their choosing.
Step 5: Exit Ticket:
· Have students turn in the School Segmentation Activity.
Class 4
Class Overview:
Action Plan
Identifying a Marketing Mix Activity
Step 1: Bell Ringer:
· Show students various logos or slogans of different products or services. Lead a class discussion so students may determine what makes the logos or slogans recognizable.
- Explain to students this is branding and part of marketing.
Step 2: Students should complete the Identifying a Marketing Mix Activity.
· Students will research and outline a marketing mix of the product or service chosen with their partner.
Step 3: Exit Ticket:
· Have students turn in the Identifying a Marketing Mix Activity.
Class 5
Class Overview:
Action Plan
Key Concepts
Basic Marketing Concepts Final Assessment
Branding Activity
Marketing Activities Project
Step 1: Bell Ringer:
· Students will review the Key Concepts to prepare for the Basic Marketing Concepts Final Assessment.
Step 2: Administer the Basic Marketing Concepts Final Assessment.
· The assessment is a comprehensive assessment covering material throughout the entire lesson.
Step 3: Students should complete the Branding Activity.
· Students will create either a logo or slogan for the product or service chosen with their partner.
Step 4: Students should begin the Marketing Activities Project.
· Students will choose a product or service they are interested in and research the ways the product or service is marketed. Then they will create a presentation to share their findings.
Step 5: Exit Ticket:
· Have students turn in the Branding Activity.
Class 6
Class Overview:
Action Plan
Marketing Activities Project
Step 1: Bell Ringer:
· Have students find a partner and share which product or service they are focusing on for their Marketing Activities Project. Students should also share their reasoning why they chose the item.
Step 2: Students should continue working on the Marketing Activities Project.
· Students will choose a product or service they are interested in and research the ways the product or service is marketed. Then they will create a presentation to share their findings.
Step 3: Exit Ticket:
· Students will provide a progress update on the Marketing Activities Project. Allow students time to ask any questions they may still have about the project.
Class 7
Class Overview:
Action Plan
Marketing Activities Project
Step 1: Bell Ringer:
· Have students find a partner and share the branding they chose for the Marketing Activities Project product or service. Students should explain why they chose their branding.
Step 2: Students should complete the Marketing Activities Project.
· Students will choose a product or service they are interested in and research the ways the product or service is marketed. Then they will create a presentation to share their findings.
· If time allows, students may share their presentation with the class.
Step 3: Exit Ticket:
· Have students write down two pieces of information from the lesson which stuck with them the most. Allow time for students to share their thoughts with the class before turning in their responses.
Activity Overview
Marketing Functions
Students will match the marketing function with the corresponding scenario.
Accommodations:
After matching one function, review the students’ work to ensure it is completed correctly.
Modifications:
Provide students with the answer to one marketing function.
Extension:
Allow students to add an example of each function.
School Segmentation
Students will create an infographic displaying how to segment their school into five different target markets for marketing a product or service of their choosing.
Accommodations:
After segmenting their school for one target market, review the students’ work to ensure it is completed correctly.
Modifications:
Provide students with an example of one school segmentation method.
Extension:
Allow students to present their infographic to the class.
Identifying a Market Mix
Students will research and outline a marketing mix of the product or service chosen for the School Segmentation Activity.
Accommodations:
After each step, review the students' work to ensure the steps are completed correctly.
Modifications:
Provide students with an example of an outline of a product or service marketing mix.
Extension:
Allow students to present their marketing mix to the class.
Branding
Students will create either a logo or slogan for the product or service chosen for the School Segmentation Activity.
Accommodations:
After each step, review the students' work to ensure the steps are completed correctly.
Modifications:
Provide students with an example of a logo or slogan of a product or service.
Extension:
Allow students to create both a logo and a slogan for their product or service.
Project Overview
Marketing Activities
Accommodations:
After each step, review the students' work to ensure the steps are completed correctly, and answer any questions they may have.
Modifications:
Provide students with an example of a product or service outlining the marketing activities.
Extension:
Allow students to design a new logo for the product or service.
Career & Technical Student Organizations
BPA
Management, Marketing, and Human Resource Concepts
Global Marketing Team
DECA
Principles of Marketing
Marketing Communications Team Decision Making
Apparel and Accessories Marketing Series
Automotive Services Marketing Series
Business Services Marketing Series
Food Marketing Series
Marketing Management Series
Sports and Entertainment Marketing Series
Sports and Entertainment Marketing Operations Research
Creative Marketing Project
FBLA
Business Plan
Global Business
Marketing
Entrepreneurship
Career Connections
Using the Career Connections Activity allows students to explore careers associated with this lesson by viewing career interviews with various industry professionals. The career interviews are located on the Select Playlist drop down menu on the lesson page. See the Career Connections Activity for more details.
April Bell, Owner, April Bell Consulting
Javier Moreno, Communications and Marketing, Toyota
Tanya Bishop, Assistant Vice President & Marketing Director, First AG Credit
Clifton Wilkinson, Vice President & Marketing Director of Business Development, McDougal Co.
