Lesson Plan for Senior Secondary 1 - Marketing - Introduction To Marketing Iii

### Lesson Plan: Introduction to Marketing III **Grade Level:** Senior Secondary 1 (Grade 10) **Subject:** Marketing **Duration:** 60 minutes **Topic:** Introduction to Marketing III --- #### Objectives By the end of the lesson, students will be able to: 1. Understand the basic concept of market segmentation. 2. Identify different types of market segments. 3. Recognize the importance of targeting and positioning. 4. Apply basic segmentation strategies to a hypothetical product. #### Materials - Whiteboard and markers - PowerPoint presentation or slides for "Introduction to Marketing III" - Handouts with key terms and definitions - Case study or example product for in-class activity - Projector/Computer for video clips (optional) --- #### Lesson Outline 1. **Introduction (10 minutes)** - **Greeting and Roll Call:** Quick check to ensure all students are present. - **Recap:** Briefly review the previous lessons on Introduction to Marketing I and II. - Key points: definition of marketing, the 4 P's (Product, Price, Place, Promotion). 2. **Direct Instruction (20 minutes)** - **Presentation on Market Segmentation:** - **Definition:** Splitting a market into distinct groups of buyers with different needs, characteristics, or behaviors. - **Types of Market Segments:** - **Demographic:** Age, gender, income, occupation, education, etc. - **Geographic:** Region, city size, climate, etc. - **Psychographic:** Lifestyle, social class, personality characteristics, etc. - **Behavioral:** Usage rate, benefits sought, user status, loyalty status, etc. - **Importance of Market Segmentation:** - Better understanding of customer needs - More effective marketing strategies - Efficient allocation of resources - **Targeting and Positioning:** - **Target Market:** Choosing which market segments to focus on. - **Positioning:** Creating a distinctive place in the market and mind of the consumer. 3. **Video Clip (optional, 5 minutes)** - Show a short video that visually explains market segmentation, targeting, and positioning. (E.g., "Market Segmentation Simplified" on YouTube) 4. **Activity: Case Study Analysis (15 minutes)** - **Handouts Distribution:** - Distribute handouts with a case study of a fictional product. - **Group Work:** - Divide students into small groups. - **Task:** Identify possible market segments for the product using the types of market segments discussed. - **Discussion Points:** - How would you segment the market for this product? - Which segment would you target and why? - Suggest a positioning strategy for the product. 5. **Group Presentations and Discussion (10 minutes)** - Each group presents their segmentation, targeting, and positioning strategy. - Class discussion on the effectiveness of each group's strategies. 6. **Q&A and Wrap-Up (5 minutes)** - **Questions:** Open the floor for any questions or clarifications. - **Recap:** Summarize the key points covered in the lesson: - Market Segmentation - Types of Market Segments - Targeting and Positioning - **Homework Assignment:** - Students will create a brief market segmentation plan for a real product they choose. They should identify at least two segments, explain their choice of a target market, and propose a positioning statement. --- #### Assessment - **Formative:** - Active participation in group work and class discussions. - Contributions made during Q&A. - **Summative:** - Evaluation of the homework assignment on market segmentation plan. --- #### Follow-Up - **Next Lesson:** - Deepen understanding of targeting strategies and how to apply them in marketing campaigns. - **Additional Resources:** - Recommend students to read specific chapters in the textbook that relate to market segmentation, targeting, and positioning. - Optional online resources and further reading materials. --- This lesson plan aims to engage students through a mix of direct instruction, multimedia aids, interactive group work, and practical application activities.