Marketing Mix Unit Plan


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
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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