Marketing Concepts
Practicum in Marketing Dynamics
Marketing
Lesson Plan
Performance Objective
Students will identify marketing concepts including the marketing mix and marketing strategies.
Specific Objective
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Identify elements of the marketing mix
Explain the relationship among goals, tactics, and strategies pertaining to the marketing mix
Illustrate factors that may cause marketing strategies to change
Evaluate forms of utility and how it affects marketing
Terms
 Marketing concept – businesses must satisfy customers’ needs and wants in order to make a
profit
 Marketing mix – Four basic marketing strategies, known as the four Ps – product, price, place and
promotion
 Market – potential customers who share common needs and wants, and who have the ability
and willingness to buy the product
 Target marketing – focus of all marketing decisions on a very specific group of people who you
want to reach
 Customer profile – information about the target market with regard to the age, income level,
ethnic background, occupation, attitudes, lifestyle, or geographic residence of the targeted
customer
Time
When taught as written, this lesson should take three to four days to teach.
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.
§127.14 Career Prep II
(c) Knowledge and Skills
(1) The student uses and evaluates employability skills to maintain a position in a company. The
student is expected to:
(C) expand personal communication skills;
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§130.348. Practicum in Marketing Dynamics
(c) Knowledge and Skills
(2) The student knows marketing mix
A) explain the relationship among goals, tactics and strategies pertaining to the marketing
mix
B) illustrate factors that may cause marketing strategies to change.
Interdisciplinary Correlations:
§110.47 Reading I, II, III
(b) Knowledge and skills.
(2) The student acquires an extensive vocabulary through reading and systematic word study.
The student is expected to:
(A) expand vocabulary by reading, viewing, listening, and discussing;
(B) determine word meanings through the study of their relationships to other words and
concepts such as content, synonyms, antonyms, and analogies;
(4) The student comprehends texts using effective strategies. The student is expected to:
(A) use prior knowledge and experience to comprehend;
(B) determine and adjust purpose for reading; and
(D) summarize texts by identifying main ideas and relevant details.
§110.57 Public Speaking I, II, III
(b) Knowledge and skills.
(4) Organization. The student organizes speeches. The student is expected to:
(B) organize speeches effectively for specific topics, purposes, audiences, and occasions; and
(7) Delivery. The student uses appropriate strategies for rehearsing and presenting speeches. The
student is expected to:
(C) develop verbal, vocal, and physical skills to enhance presentations.
Occupational Correlation (O*Net – www.onetonline.org/):
Job Title: Marketing Manager
O*Net Number: 11-2021.00
Reported Job Titles: Marketing Director, Vice President of Marketing, Business Development Manager,
Marketing Coordinator
Tasks:
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Formulate, direct and coordinate marketing activities and policies to promote products and
services, working with advertising and promotion managers.
Coordinate or participate in promotional activities or trade shows, working with developers,
advertisers, or production managers, to market products or services.
Consult with buying personnel to gain advice regarding the types of products or services
expected to be in demand.
Soft Skills: Speaking, Active Listening, Critical Thinking, Judgment and Decision Making, Social Perception
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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,
 Have materials ready prior to the start of the lesson.
References:
Textbooks:
Kimbrell, G., & Woloszyk, C. A. (2005). Marketing Essentials. Woodland Hills: McGraw-Hill Companies.
Online:
http://www.onetonline.org
Instructional Aids
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Textbook
Lesson Presentation
Instructor Computer/Projection Unit
Online Websites
Introduction
The main purposes of this lesson is to help students understand



Marketing concepts
Marketing mix
Marketing utility
Ask students to define marketing in their own terms
Ask students if they know what the 4 Ps in marketing
Outline
MI
Outline
I. Terms
 Marketing Concepts
 Marketing Mix
 Market
 Target Marketing
II. Customer Profile Marketing Concept
A. Customers/Consumers
B. Market
Instructor Notes
Use presentation as visual aide
Have students write vocabulary
terms and meanings
Discuss marketing concept
elements utilizing the
presentation and listed resources
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C. Target marketing
III. Customer profile Marketing Mix
A. Product
B. Price
C. Place
D. Promotion
IV. Marketing Activities
A. Buying
B. Selling
C. Transporting
D. Storing
E. Financing
F. Researching
G. Risk Taking
V. Grading and valuing Role of Marketing
A. Distribution
B. Sales Oriented
C. Customer Oriented
Multiple Intelligences Guide
Existentialist
Interpersonal
Intrapersonal
Kinesthetic/
Bodily
Logical/
Mathematical
Musical/Rhythmic
Naturalist
Verbal/Linguistic
Visual/Spatial
Application
Guided Practice
Students will work independently to identify the relationship of the 4 Ps by illustrating each concept using a single
product to connect each element of the marketing mix.
Independent Practice
Students will identify the target market and develop a marketing mix for a new hair styling product.
Summary
Review
1.
2.
3.
4.
What are the 4 Ps of the marketing mix?
Define the marketing concept.
What is a market?
What is target marketing?
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Evaluation
Informal Assessment
Student participation throughout the discussion process and contribution to the guided practice activity. Teacher
will observe students by walking the classroom during each activity.
Formal Assessment
Students will be evaluated on their Marketing Mix using the Assigned Rubric.
Enrichment
Extension
Integrate writing skills: Have students write a report about a company’s current use of the marketing
mix. They should research the marketing mix elements and write a formal report defining their impact
on the company’s success.
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Marketing a HAIR STYLING Product Project:
APPLYING THE 4 Ps
Answer the questions regarding the proposed item to develop a plan. Then type a formal proposal
including all marketing mix elements.
Your Role: Assume you are product manager for the hair care division of a large consumer products firm.
You’ve been asked to develop the marketing mix for a new hair styling product.
Target Market: Men or women age 18-55 with normal hair and an active life-style. These people are
fashion conscious and classified in the upper middle to lower upper income range.
Target Market Gender Selection
Male
Female
Product Decisions
1. What would you name the styling product?
Explain why you chose this name.
2. What does the styling product container look like? Illustrate the container.
3. Explain why the container design is consistent with your target market and product name.
4. Describe the texture, fragrance, consistency, color, etc. of your styling product and explain why you
chose them.
5. In what size(s) will your styling product be offered and why?
______________________________________________________________________________
Place Decisions
1. Where do your potential customers generally buy their styling product (at what type of store)?
__________________________________________________________________________
___________________________________________________________________________
2. Explain where you will sell your styling product and why.
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Price Decisions
1. Suggest a retail price for the new styling product. (If you have more than one size, specify the price
for each size.)
______________________________________________________________________________
2. Explain your choice given the prices of competitive products.
________________________________________________________________________
Promotion Decisions
1. What will be the main theme/slogan of your promotion activities?
_____________________________________________________________________________
2. In what media will you advertise your product and why? Be specific as to frequency and times of
radio, TV, and newspaper advertising.
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Assignment Rubric
Categories
Product Content
Place Content
Price Content
Promotion
Report Format &
Grammar
20
15
10
Highly developed
Well-developed
Product is
product with
product branded
branded and
branding and
and appropriate for
appropriate for
relevance to target
target market
target market
market
Identified
Identified
Identified
distribution method distribution location
distribution
and location and
and relevant to
location within
relevant to target
target market
target market
market
Identified pricing
Identified pricing
Identity pricing
point and strategy
point or strategy
relevant to
with relevance to
with relevance to
competitors
competitors
competitors
Promotion plan
Promotion
Promotion
developed
developed using
developed with
identifying sources
media appropriate
media identified
of media
for target market
appropriate for
target market
Well written using
Well written using
Written using
high levels of
marketing terms
marketing terms
marketing language with no grammatical with two or fewer
with no grammatical
errors
grammatical
errors
errors
5 or less
Product is branded
or appropriate for
target market
Identified
distribution
location
Identify price
Promotion
identified
Written with three
or more
grammatical errors
Total Score ________
Maximum 100 Points
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