The Marketing Plan
Marketing Dynamics
Marketing
Lesson Plan
Performance Objective
Students will understand that marketing begins with a working knowledge of economic concepts.
Specific Objective
• Perform market analysis.
• Conduct a SWOT analysis.
• Create a marketing plan.
• Communicate effectively in a business setting.
• Develop effective correspondence.
• Apply written directions to achieve tasks.
• Make oral presentations.
Terms
• SWOT – Strength, weaknesses, opportunities, and threats
• Business Ownership – Sole proprietor, partnership, or corporation
• Business Plan – A proposal that describes the new business to potential investors
Time
When taught as written, this lesson should take approximately two to three days.
Preparation
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the activities may result
in the elimination of any or all of the TEKS listed.
130.347 (c) Knowledge and Skills
(13)The student knows that marketing begins with a working knowledge of economic concepts. The
student is expected to:
(A) expound characteristics of economic goods and services;
(B) identify economic needs and wants;
(C) explain the concept of utility and cite examples of types of utility;
(D) describe the function of prices in markets; and
(E) clarify how the interaction of supply and demand affects price.
Interdisciplinary Correlations:
English-English I
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110.31(b) Knowledge and Skills
(1) Reading/Vocabulary Development. Students understand new vocabulary and use it when reading
and writing.
(11) Reading/Comprehension of informational text/procedural texts. Students understand how to
glean and use information in procedural texts and documents.
Math-Algebra I
111.32(b) Knowledge and Skills
(1) Foundations for functions. The student understands that a function represents a dependence one
quantity on another and can be described in a variety of ways. The student it expected to:
(E) Interpret and make decisions, predictions, and critical judgments from functional
relationships.
Occupational Correlation (O*Net – www.onetonline.org/)
Job Title: Marketing Managers
O*Net Number: 11-2021.00
Reported Job Titles: Marketing Director, Marketing Manager, Vice President of Marketing, Business
Development Manager, Marketing Coordinator, Account Supervisor, Business Development Director,
Commercial Lines Manager, Commercial Marketing Specialist, Market Development Manager
Tasks: Formulate, direct and coordinate marketing activities and policies to promote products and services,
working with advertising and promotion managers. Identify, develop, or evaluate marketing strategy, based
on knowledge of establishment objectives, market characteristics, and cost and markup factors. Direct the
hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
Soft Skills: Reading Comprehension, Active Listening, Critical Thinking
Accommodations for Learning Differences
It is important that lessons accommodate the needs of every learner. These lessons may be modified to
accommodate your students with learning differences by referring to the files found on the Special
Populations page of this website (cte.unt.edu).
Preparation
• Review and familiarize yourself with the terminology, website links, and digital presentations.
• Teacher will have assignments and website information ready to distribute to students.
Instructional Aids
• Textbook
• Display for digital presentation
• Websites for assignments and class discussion
Introduction
The main purposes of this lesson are to help students understand:
• The information and steps involved in developing a marketing and business plan for a small business.
• How to develop a presentation that is tailored for a specific audience.
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ASK: Ask students what type of information the investors would want to know when questioning
entrepreneurs about their businesses?
SAY: Explain that investors will want to know that a business has a specific plan, understand their costs, and
knows how to market their product.
ASK: Ask what information they think a bank would want to see if they were asked for a loan from a small
business?
SAY: Explain that banks will want to see a specific plan from the business that details what they will sell, how
they will market it, how much it will cost
ASK: Ask students if they would loan money to a friend if they weren’t sure they would get it back.
SAY: Explain that banks and investors are the same way. They don’t want to loan money if they won’t get it
back so the best way to guarantee their success and be able to obtain financing, is to have a well written, well
thought out business and marketing plan.
Outline
MI
Outline
I. Business Plan
A. A proposal that describes the new
business to potential investors.
B. Description and analysis of the
proposed business situation
C. Organization and marketing plan
D. Financial plan
II. The Marketing Plan
A. Company Goals
1. Company accomplishments
2. Increase sales
3. Reduce costs by
4. Introduce product
B. Description of Customers
1. Needs
2. Media Outlets
3. Age
4. Location and Time
a. Demographics
b. Psychographics
c. Geographics
d. Product Benefits
Instructor Notes
Say: When developing the
marketing plan, it must be
determined what the goals are
for the company.
Ask: If a company has an
existing product, are they
planning on increasing sales? Or
is it the goal to introduce a new
product? Or gain market share?
Say: The next step is to fully
describe the customers. This
needs to be very specific so you
can reach your target customer.
Market segmentation can
increase the odds of reaching
the targeted customer.
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III. Competitors
A. Products
B. Promotion
C. Price
IV. SWOT Analysis
A. Strength
B. Weakness
C. Opportunities
D. Threats
V. Economic, Social, Legal and
Technological Trends
A. Trends
B. Economic Trends
C. Social Trends
D. Environmental or legislative changes
E. Technological changes
VI. Financial and Human Resources
A. Funding
B. Human Capital
VII. Time Line
A. Individual Events
B. Product Launch
C. Promotion and Distribution Plans
D. Competitors
VIII. Methods for Measuring Success
A. Financial Reports
B. Product Share
C. Company Goals
D. New Customers
IX. The International Marketing Plan
A. Geographic, Cultural and Political
Factors
B. Customized Product
C. Affordability
D. Distribution Costs
E. Advertising Costs
F. Joint Ventures
Ask: Can you think of two
companies that are competitors?
What products do they make?
How do they promote their
products? How much are the
products?
Say: To perform a SWOT
analysis, companies analyze
what are the internal strengths
and weaknesses of their
products. The second section of
the SWOT analysis focuses on
the external marketplace
opportunities and threats.
Ask: Why is a budget essential
when starting a business?
Say: Budgets and timelines
describe and organize business.
Once businesses are up and
running, they must have a way
to measure success.
Ask: How could creating plans
for businesses lead to
measurements of success?
Say: Product markets are
different in each county.
Ask: Why would companies
change advertising in different
areas? How much does it cost to
change the advertisements?
Could that cost be split with
another company?
Multiple Intelligence Guide
Existentialist
Interpersonal
Intrapersonal
Kinesthetic/
Bodily
Logical/
Mathematical
Musical/Rhythmic
Naturalist
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Verbal/Linguistic
Visual/Spatial
Application
Guided Practice
Students will create a poster which specifies the different parts of the business plan and an example of what
information would be provided in each section. The posters will be presented to the class.
Independent Practice
Business Plan Project (Team project, two to three students per team)
Students will choose a product; it can already exist or be a new product of their own creation. They will then
create a business plan using the Business Plan outline that is included with this lesson plan. The business plan
encompasses the product description, marketing plan, financing plan and location of the business. The
business plans should be written professionally in detail with the intention that they could be presented to a
banker or investor to request financing.
In addition to the business plan, students are to create a digital presentation that is a high level summarization
of their business plan to present to the class.
Summary
Review
Have students complete their business plan and the business plan presentation to present to the class.
Evaluation
Informal Assessment
Instructor should observe the work ethic of individuals involved in class discussions and the Independent
Practice Activity
Formal Assessment
Students will be evaluated on their Business Plan’s and presentations. Each component (plan and
presentation) can be counted as an assessment grade.
Enrichment
Extension
SWOT Analysis
Students will choose any type of fast food restaurant. They will research the fast food restaurant that they
chose and perform a SWOT analysis on that restaurant. They will divide the poster into four quadrants and
they have one of the four elements of the SWOT analysis in each quadrant. At the bottom of the poster will be
recommendations for the fast food restaurant based on their SWOT analysis.
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The Marketing Plan
Marketing Dynamics
Marketing
Business Plan Project
General Instructions:
Decide what business you are going into, the business should be something you’re interested in or relate to a
hobby that you have. That will make it more interesting for you to research. You may pattern your business
after an existing business or be totally creative and do something never before tried. You may use your own
drawings, magazines, and computer programs to enhance the material.
Section
Cover Page
Executive Summary
Business Ownership
SWOT Analysis
Location
Product/Service
Promotion
Required Items
Logo, Business Name, and Names of Group Members
Business location, size, name, products/services and high level overview of the business
*See Type of Ownership Description
Define the Strengths, Weaknesses, Opportunities, and Threats of the business
Map of locations including proximity to major landmarks, streets and business districts
Images and descriptions representing the product/service
Define the target market and create an advertisement for the grand opening
Type of Business Ownership:
This is a description of your business ownership. The section should be title with the type of ownership you
will be operating under and whether it is a service or product related business. Descriptions must be in
complete sentences and words spelled correctly. Depending on the kind of business ownership you choose, be
sure to include all the information that is requested.
a)
Sole Proprietorship – Why did you choose to be a sole owner? Why did you choose this kind of
business? (Interest, talent, hobby, following in relative footsteps, etc.) What would be the
advantages and disadvantages of this type of ownership?
b)
Partnership – Why did you choose this kind of ownership? Describe why you chose this kind of
business? (Interest, talent, hobby, following in relative footsteps, etc.) How many partners do you
have and what is each bringing into the business that will be beneficial? What are the advantages
and disadvantages of this type of ownership?
c)
Corporation – Explain why you choose to be involved in a corporation and why you chose the kind
business you did. Write the “certificate of incorporation” and how long your corporation is being
formed. List your incorporators and what types of stock you will issue. Who are your directors?
What are the advantages and disadvantages of this type of ownership?
d)
Franchise – Why did you choose this type of ownership and who is the parent company? What
percentage of monthly sales goes to the parent company? Explain training provided by parent
company and what else they supply to you. In what geographic area do you have rights to sell?
What are some of the things the parent company dictates?
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The Marketing Plan
Marketing Dynamics
Marketing
Business Plan Project Rubric
20
15
10
5
Research
Research was
completed in
detail with facts
and data listed
regarding
corporation.
Research was
completed with
some facts and
data from
company’s
website present.
Research was
conducted and
some
information is
present from
website.
Research was
very minimal
with little
information
present.
Neatness
Paper is
completed
neatly and
completely and
is easily read..
Paper is easily
read but has a
few illegible
areas. .
Paper is able to
be read but is
not considered
neat or easily
readable.
Paper is not neat
and is a struggle
to read
handwriting.
Content
Covers topic indepth with
details and
examples.
Subject
knowledge is
excellent.
Includes
essential
knowledge about
the topic.
Subject
knowledge
appears to be
good.
Includes
essential
information
about the topic
but there are 1-2
factual errors.
Content is
minimal OR there
are several
factual errors.
Organization
Content is well
organized using
headings or
bulleted lists to
group related
material.
Uses headings or
bulleted lists but
the overall
organization of
topics appears
flawed.
Content is
logically
organized for the
most part.
There was no
clear or logical
organizational
structure; just
lots of facts.
Originality
Product shows a
large amount of
original thought.
Ideas are
creative and
inventive.
Product shows
some original
thought. Work
shows new ideas
and insights.
Uses other
people's ideas
(giving them
credit), but there
is little evidence
of original
thinking.
Uses other
people's ideas,
but does not give
them credit.
CATEGORY
Total Score: _____________________
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