Unit Plan
School: Emerald High School
Subject: Principles of Business
Topic: The
Marketing Mix
Grade: 10
Duration: 3 weeks
No.
of Students: 30
Rationale:
To effectively understand the elements of the marketing
mix, we will examine three P’s, namely
product, price and promotion. Upon completion of this unit, students will
be able to gain meaningful insight into the combination of the elements in
order to construct an effective marketing plan for a product. Upon completion of this unit, students will
be able to evaluate a product, understand the importance of pricing and
different promotional strategies.
Week
|
Topic
|
Objectives
|
Content
|
Suggested
Activities
|
Suggested
Teaching
Methods
|
Process Skills
|
Material
|
Evaluation
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1
|
Marketing Mix
|
Students
should be able to:
·
Define the term marketing mix.
·
Identify the four elements of the marketing mix.
·
Examine the product to determine its characteristics such as names,
labels, packaging, size, quality.
|
The marketing mix is the blend of activities
undertaken by the marketing department to market a good or service
successfully. These activities are
conveniently referred to as the four Ps of marketing. They are:
·
Product
·
Price
·
Promotion
·
Place.
Product refers to the type of goods or services
produced e.g. quality, size, design and packaging.
|
A video to introduce the marketing mix.
Students will bring
in household products to help them identify the elements (shown in the video)
of the marketing mix.
Students will view
products in order to identify the following: brand names, logos, labels,
attractiveness of packaging etc.
Students will share
their findings with their peers on the class blog.
Students will
complete an online assessment (multiple choice)
.
|
Discovery learning
Group discussions
Direct teaching
Whole class
discussion
|
Observing
Analysing
Inferring
Classifying
|
Video
Household products
LCD Projector
Laptop with
Internet access
Required texts
Notebooks
Chalk
Board
|
Online assessment
Observation
checklist on students’ contribution to discussions
|
2
|
Price
|
Students
should be able to:
·
Identify pricing objectives of businesses.
·
Identify the various pricing strategies.
·
State under what circumstances each of them is used.
.
|
The price of a
product is the exchange value for a good or service or the amount that is
asked for the product.
Various pricing
objectives:
·
Profitability
·
Increase market share.
Pricing strategies:
Cost-based
Penetration
Demand based
pricing
Psychological
pricing
Limit pricing
Predatory pricing
Pricing based on
market condition
Break even analysis
and target profit pricing
|
Scenarios to
introduce the topic (eg a lady selling lemonade who incurs costs of $30.00
for 50 glasses. Students will
suggest/brainstorm how she will determine the price of a glass of lemonade. How will the lady determine how much profit
she wants to make?)
Scenario: Competition – What will you do for you to
sell more than your competitor?
Students will find
the acceptable pricing strategy by referring to their text book.
Students will
examine the price of similar products of Lime and Digicel and suggest the
pricing strategy used and reasons for selecting such.
|
Discovery learning
Group discussions
Whole class
discussion
|
Observing
Analysing
Inferring
Classifying
Comparing
|
Worksheet (Matching
scenarios with pricing strategy in textbook)
|
Worksheet (How
effectively students were able to match the scenario to the correct pricing
strategy)
Online assessment
Observation/Participation
in the class discussion
|
3
|
Promotion
|
Students will be
able to:
·
Define the term promotion.
·
Describe the different types of advertising.
·
Identify the vehicles/channels of advertising.
·
Explain the various forms of merchandising used by businesses.
|
·
Promotion – The act of attracting the attention and interest of the
target market to the product or service offered for sale.
Types of advertising:
Informative advertising – provides factual
information about the product.
Persuasive – This is used to entice potential
customers.
Competitive – This form promotes one form over a
competitor.
Defensive – Reacts to competitive advertising to
maintain its market share.
Reminder – To remind customers about a product when
it has reached the stage of maturity.
Collective or generic – This type aims at getting
the public to buy a product in general.
Channels/Vehicles of Advertising
Electronic media
Print media
Billboard advertising
Word of mouth
Skywriting
Handbills
Transport advertising.
Various types of Merchandising
Promotions
Contests
Coupons
Trading Stamps
Free Samples
Trade Fairs, Exhibitions and Expositions
|
Provide definitions
to students.
Students will be
exposed to online advertisements of various kinds and will be required to
categorise them based on the various types of advertising defined.
Students will be
given a product and will be required to select an appropriate promotion
strategy in order to get the customer’s attention.
Students be placed
into groups and each will create an advertisement using Microsoft PowerPoint based
on assigned type of advertisement.
|
Discovery
learning
Group Work
Discussions
Presentation
|
Observing
Analysing
Inferring
Observing
Analysing
Inferring
Creating
Classifying
|
Products
Online
advertisements
Textbook
Computer with
Microsoft PowerPoint (Internet Access)
|
Assessment criteria
will include the appropriateness of questionnaires
Participation in
the class/group discussions.
Creativity/Clarity
of type of advertisement is evident.
|
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