**Lesson Plan: Introduction to Marketing**
**Target Audience:** Senior Secondary 3 Commerce Students
**Duration:** 90 minutes
**Objective:**
By the end of this lesson, students will be able to:
1. Define marketing and its importance in commerce.
2. Understand the key components of the marketing mix (4 Ps: Product, Price, Place, Promotion).
3. Identify different types of markets and marketing strategies.
4. Analyze basic real-world examples of marketing strategies.
**Materials:**
- Whiteboard and markers
- Projector and computer
- PowerPoint presentation
- Printed handouts with key concepts and exercises
- Case study materials
- Flip charts and markers
**Lesson Outline:**
1. **Introduction (10 minutes)**
- Greet the students and introduce the topic.
- Ask a few introductory questions to gauge students’ prior knowledge about marketing.
- Example questions: "What comes to your mind when you hear the word marketing?" "Can you name a company that you think does good marketing?"
2. **Presentation on Marketing (20 minutes)**
- Present a PowerPoint that covers:
- Definition of marketing.
- The role of marketing in business.
- The marketing mix (4 Ps: Product, Price, Place, Promotion).
- Types of markets (consumer markets, business markets, global markets, etc.).
- Pause intermittently to ask questions and engage the class in discussion.
3. **Deep Dive into the 4 Ps (20 minutes)**
- Break down each component of the marketing mix:
- Product: Discuss product life-cycle, product design, and branding.
- Price: Explain pricing strategies, factors influencing price decisions.
- Place: Cover distribution channels, logistics.
- Promotion: Discuss advertising, sales promotions, public relations, personal selling.
- Use real-world examples and case studies to illustrate points.
4. **Group Activity: Case Study Analysis (20 minutes)**
- Divide students into small groups.
- Give each group a case study related to marketing strategy (choose current, relatable cases).
- Have each group identify the marketing mix elements in the case and discuss how the company uses them.
- Groups present their findings to the class.
5. **Class Discussion: Marketing Strategies (10 minutes)**
- Discuss different marketing strategies such as niche marketing, mass marketing, relationship marketing, etc.
- Encourage students to think of examples for each type of strategy.
6. **Q&A and Recap (5 minutes)**
- Open the floor for any remaining questions.
- Summarize the key points covered in the lesson.
- Highlight the importance of understanding marketing in the context of commerce.
7. **Homework Assignment (5 minutes)**
- Assign a brief homework task to reinforce learning:
- Option 1: Write a short essay on a company's marketing strategy you admire.
- Option 2: Create a simple marketing plan for a hypothetical product, including descriptions for each of the 4 Ps.
**Assessment:**
- Participation in group activity.
- Quality and clarity of group presentations.
- Completion and understanding demonstrated in the homework assignment.
**Resources:**
- Textbook reference: "Marketing Management" by Philip Kotler (for further reading).
- Online resources for case studies, such as the Harvard Business Review or business news websites.
**Note:**
- Adjust the pace according to the class's understanding and engagement.
- Provide additional support and clarification for any concepts students struggle with.
- Encourage active participation and critical thinking throughout the lesson.