Lesson Plan Template Instructor: R. Hufford Date: 6/25/12
Course Title: Marketing Specific Topic: Marketing Plan Outline – Outline structure Reading Assignment: Marketing Plan Outline (in PowerPoint) After completion of the lesson, students will be able to:
Performance Objectives: Standards: CTE & CCSS Assessment: Materials: Procedure: 1. Correct a written outline 2. Read an outline 3. Create an outline CTE: BAZ10.01 – Use effective communication skills for all modes of business.
CCSS: W4 Produce clear and coherent writing in which the development, organization, and style are appropriate to task, purpose, and audience W5 Develop and strengthen writing as needed by planning, revising, editing, rewriting, or trying a new approach, focusing on addressing what is most significant for a specific purpose and audience. Outline of morning activities Think Pair Share sheet (observation – informal) Creating a Marketing Plan outline Purdue OWL developing an outline with components Marketing Plan outline PowerPoint Literacy Strategy used:
Close reading Think write pair share Entire Class: Introduction and Method of activating prior knowledge – Method of setting purpose – In this class you will be creating outlines throughout the year… How many of you know how to create an outline. 1. Instruct students to read Purdue OWL Outline material and annotate 2. After students have read OWL Outline material have them complete an Think Write Pair Share forms 3. Have them pair with another student and discuss what they have discovered and when and how one could use an outline. 4. After pair discussion instruct students to create an outline of their morning routine (individually) 5. Have them share their outline with another student 6. Introduce Marketing Plan outline 7. Have pairs determine if anything needs correction 8. Discuss possible corrections as class 9. Instruct students (in their work groups) to create a Marketing Plan outline for assessment Application of Material: This skill will be useful not only in this class but all the way through college as you develop your Senior Project paper and all the papers you will be writing in college. Accommodations needed: Welcome to the Purdue OWL
WhyandHowtoCreateaUsefulOutline
Summary:
This resource describes why outlines are useful, what types of outlines exist, suggestions for developing effective outlines, and how outlines can be used as an
invention strategy for writing.
Contributors:Elyssa Tardiff, Allen Brizee
Last Edited: 2010-04-17 05:26:08
Why create an outline? There are many reasons; but in general, it may be helpful
to create an outline when you want to show the hierarchical relationship or logical
ordering of information. For research papers, an outline may help you keep track of
large amounts of information. For creative writing, an outline may help organize the
various plot threads and help keep track of character traits. Many people find that
organizing an oral report or presentation in outline form helps them speak more
effectively in front of a crowd. Below are the primary reasons for creating an
outline.






Aids in the process of writing
Helps you organize your ideas
Presents your material in a logical form
Shows the relationships among ideas in your writing
Constructs an ordered overview of your writing
Defines boundaries and groups
How do I create an outline?



Determine the purpose of your paper.
Determine the audience you are writing for.
Develop the thesis of your paper.
Then:




Brainstorm: List all the ideas that you want to include in your paper.
Organize: Group related ideas together.
Order: Arrange material in subsections from general to specific or from
abstract to concrete.
Label: Create main and sub headings.
Remember: creating an outline before writing your paper will make
organizing your thoughts a lot easier. Whether you follow the suggested
guidelines is up to you, but making any kind of outline (even just some
jotting down some main ideas) will be beneficial to your writing process.
This page is brought to you by the OWL at Purdue (http://owl.english.purdue.edu/). When
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Contributors:Elyssa Tardiff, Allen Brizee.
Summary:
This resource describes why outlines are useful, what types of outlines exist, suggestions for
developing effective outlines, and how outlines can be used as an invention strategy for writing.
Four Main Components for Effective
Outlines
Ideally, you should follow these four suggestions to create an effective outline. When creating a
topic outline, follow these two rules for capitalization. For first-level heads, present the
information using all upper-case letters, and for secondary and tertiary items, use upper and
lower-case letters. The examples are taken from the Sample Outline handout.
Parallelism - How do I accomplish this?
Each heading and subheading should preserve parallel structure. If the first heading is a verb, the
second heading should be a verb. Example:
1. CHOOSE DESIRED COLLEGES
2. PREPARE APPLICATION
("Choose" and "Prepare" are both verbs. The present tense of the verb is usually the preferred
form for an outline.)
Coordination - How do I accomplish this?
All the information contained in Heading 1 should have the same significance as the information
contained in Heading 2. The same goes for the subheadings (which should be less significant
than the headings). Example:
1. VISIT AND EVALUATE COLLEGE CAMPUSES
2. VISIT AND EVALUATE COLLEGE WEBSITES
1. Note important statistics
2. Look for interesting classes
(Campus and websites visits are equally significant. They are part of the main tasks you would
need to do. Finding statistics and classes found on college websites are parts of the process
involved in carrying out the main heading topics.)
Subordination - How do I accomplish this?
The information in the headings should be more general, while the information in the
subheadings should be more specific. Example:
1. DESCRIBE AN INFLUENTIAL PERSON IN YOUR LIFE
1. Favorite high school teacher
2. Grandparent
(A favorite teacher and grandparent are specific examples from the generalized category of
influential people in your life.)
Division - How do I accomplish this?
Each heading should be divided into 2 or more parts. Example:
1. COMPILE RÉSUMÉ
1. List relevant coursework
2. List work experience
3. List volunteer experience
(The heading "Compile Résumé" is divided into 3 parts.)
Technically, there is no limit to the number of subdivisions for your headings; however, if you
seem to have a lot, it may be useful to see if some of the parts can be combined.
Contributors:Elyssa Tardiff, Allen Brizee.
Summary:
This resource describes why outlines are useful, what types of outlines exist, suggestions for
developing effective outlines, and how outlines can be used as an invention strategy for writing.
Why and How to Create a Useful Outline
Why create an outline? There are many reasons; but in general, it may be helpful to create an
outline when you want to show the hierarchical relationship or logical ordering of information.
For research papers, an outline may help you keep track of large amounts of information. For
creative writing, an outline may help organize the various plot threads and help keep track of
character traits. Many people find that organizing an oral report or presentation in outline form
helps them speak more effectively in front of a crowd. Below are the primary reasons for
creating an outline.



Aids in the process of writing
Helps you organize your ideas
Presents your material in a logical form



Shows the relationships among ideas in your writing
Constructs an ordered overview of your writing
Defines boundaries and groups
How do I create an outline?



Determine the purpose of your paper.
Determine the audience you are writing for.
Develop the thesis of your paper.



Brainstorm: List all the ideas that you want to include in your paper.
Organize: Group related ideas together.
Order: Arrange material in subsections from general to specific or from abstract
to concrete.
Label: Create main and sub headings.
Then:

Remember: creating an outline before writing your paper will make organizing your thoughts a
lot easier. Whether you follow the suggested guidelines is up to you, but making any kind of
outline (even just some jotting down some main ideas) will be beneficial to your writing process.
Contributors:Elyssa Tardiff, Allen Brizee.
Summary:
This resource describes why outlines are useful, what types of outlines exist, suggestions for
developing effective outlines, and how outlines can be used as an invention strategy for writing.
Types of Outlines and Samples
Alphanumeric Outlines
This is the most common type of outline and usually instantly recognizable to most people. The
formatting follows these characters, in this order:




Roman Numerals
Capitalized Letters
Arabic Numerals
Lowercase Letters
If the outline needs to subdivide beyond these divisions, use Arabic numerals inside parentheses
and then lowercase letters inside parentheses. Select the "Sample Outlines" PDF in the Media
Box above to download the sample of this outline.
The sample PDF in the Media Box above is an example of an outline that a student might create
before writing an essay. In order to organize her thoughts and make sure that she has not
forgotten any key points that she wants to address, she creates the outline as a framework for her
essay.
What is the assignment?
Your instructor asks the class to write an expository (explanatory) essay on the typical steps a
high school student would follow in order to apply to college.
What is the purpose of this essay?
To explain the process for applying to college
Who is the intended audience for this essay?
High school students intending to apply to college and their parents
What is the essay's thesis statement?
When applying to college, a student follows a certain process which includes choosing the right
schools and preparing the application materials.
Full Sentence Outlines
The full sentence outline format is essentially the same as the Alphanumeric outline. The main
difference (as the title suggests) is that full sentences are required at each level of the outline.
This outline is most often used when preparing a traditional essay. Select the "Sample Outlines"
PDF in the Media Box above to download the sample of this outline.
Decimal Outlines
The decimal outline is similar in format to the alphanumeric outline. The added benefit is a
system of decimal notation that clearly shows how every level of the outline relates to the larger
whole. Select the "Sample Outlines" PDF in the Media Box above to download the sample of
this outline.
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Think ‐ Prompt Write – Your ideas Pair – What your partner wrote How can outlines assist a student? What are the components of an outline? Share – What you’ll share – new ideas How does one create a useful outline? Chapter 2 in Marketing Essentials
I. EXECUTIVE SUMMARY
A.
Overview of plan
A. Brief
A. 1 page or less
B. Clear
C. Sells plan to reader(s)
II. SITUATION ANALYSIS
A.
SWOT analysis
Company analysis
1.
Strengths/Weakness
a.
What the company does well
a)
Staff
b)
Financial situation
c)
Production capabilities
d)
Marketing Mix
2)
Customer analysis
a)
Who, what, where, how they buy
b)
Who are they
c)
Rating company
d)
Customer satisfaction by segment
e)
Segment not having needs met
f)
Base increasing/decreasing
3)
Competitive position
a)
Market share
b)
Advantages over competitors
c)
Competitors taking business away
i.
How
1)
a)
b)
New products
Better products
SITUATION ANALYSIS
A.
SWOT analysis
Opportunities/Threats
1.
a.
Competition
1)
2)
b.
What are they doing
How are they doing
Environmental scan
Political
a) Government involvement in operations
2) Economic
3) Socio-cultural
a) Demographic factors
4) Technological
a) Changes
1)
III. OBJECTIVES
A.
B.
Company’s mission
Marketing objectives
1. Specific
2. Measurable
3. Attainable
4. Realistic
5. Timely
C.
Financial objectives
1. As above
IV. MARKETING STRATEGIES
A.
Positioning
1. Points of difference
B.
Marketing Mix
1. Product
2. Promotion
3. Price
4. Place
V. IMPLEMENTATION
A.
B.
Organization
Activities
1. Responsibilities (accountability)
C.
Timetables
VI. EVALUATION AND CONTROL
A.
Performance
1. Standards
2. Measurements
a. Marketing objectives
b. Financial objectives
c. Marketing mix strategies
3. Corrective action
a. If things don’t go according to “plan”