**Lesson Plan: Marketing Concepts III**
**Grade Level:** Senior Secondary 1
**Duration:** 60 minutes
**Subject:** Marketing
### Objective
By the end of this lesson, students should be able to:
1. Understand and explain the different types of marketing concepts including Product Concept, Selling Concept, Marketing Concept, and Societal Marketing Concept.
2. Relate these marketing concepts to real-world business scenarios.
### Materials Needed:
- Whiteboard and markers
- Projector and computer
- PowerPoint presentation
- Handouts
- Case study materials
- Flip chart paper and markers
### Lesson Structure:
1. **Introduction (10 minutes):**
- Greet students and take attendance.
- Briefly review the previous lesson on fundamental marketing concepts.
- Introduce today's topic: Marketing Concepts III.
2. **Direct Instruction (20 minutes):**
- **Product Concept:**
- Focuses on the quality, performance, and features of a product.
- Example: Companies like Apple that continually innovate their product offerings.
- **Selling Concept:**
- Prioritizes aggressive selling and marketing efforts to achieve sales goals.
- Example: Telemarketers and door-to-door salespeople.
- **Marketing Concept:**
- Centers on understanding and meeting the needs and wants of customers better than the competition.
- Example: Brands like Nike that invest heavily in customer research.
- **Societal Marketing Concept:**
- Considers societal well-being by balancing company profits, consumer desires, and long-term societal interests.
- Example: Companies like Patagonia focusing on sustainability and ethical manufacturing.
3. **Interactive Activity: Case Study (15 minutes):**
- Split the class into four groups.
- Each group receives a case study highlighting a company that represents one of the concepts discussed.
- Groups read and discuss the case study for 5 minutes and then present their findings and how it relates to the assigned marketing concept.
4. **Discussion and Q&A (10 minutes):**
- Open the floor for questions regarding the case studies or the concepts.
- Discuss how these concepts might evolve with changes in technology and consumer behavior.
5. **Conclusion (5 minutes):**
- Summarize key points from the lesson.
- Assign homework: Students should identify a company of their choice, research its marketing strategy, and determine which marketing concept it primarily utilizes. They will present their findings in the next lesson.
### Assessment:
- Informal assessment through participation in the case study discussions.
- Formal assessment through the homework assignment evaluating their understanding of marketing concepts and ability to apply them to a real-world example.
### Homework:
- Each student selects a company, researches its marketing strategy, and determines which marketing concept it mainly uses.
- Prepare a brief presentation (3-5 minutes) sharing their findings in the next class.
### References:
- Textbook: Principles of Marketing by Philip Kotler and Gary Armstrong
- Online resources: Marketing journals, company websites, and industry reports
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This lesson plan is designed to introduce Senior Secondary 1 students to advanced marketing concepts in an engaging and interactive way, ensuring comprehension through both instructional and practical components.