Objective: The objective of this lesson is for Grade 12 students to define and
understand marketing, and describe the traditional approaches to marketing.
Subject: Principles of Marketing
Grade Level: Grade 12
Learning across curriculum:
1. Economics - Students can explore the relationship between marketing and the economy,
understanding how marketing affects supply and demand.
2. Business Ethics - Students can examine the ethical considerations in marketing, discussing
the impact of advertising and consumer manipulation.
3. Media Literacy - Students can analyze how marketing messages are conveyed through
media platforms, studying the influence of advertising on society.
Review Motivation:
1. Show a series of popular advertisements and ask students to discuss their favorite ones,
highlighting what made them memorable.
2. Share success stories of entrepreneurs who used effective marketing strategies to build
their businesses, inspiring students to explore the field of marketing.
3. Conduct a brainstorming session where students list different products or services they
believe are marketed well, encouraging them to think critically about effective marketing
techniques.
Activity 1: Traditional Approaches to Marketing
Materials: Whiteboard, markers, handouts
Instructions:
1. Begin by introducing the concept of traditional marketing approaches, such as mass, direct
mail, telemarketing, and print media.
2. Discuss each approach in detail, explaining its purpose advantages, and disadvantages.
3. Divide the class into small groups and assign each group one traditional marketing
approach to research further.
4. In their groups, students should create a presentation summarizing their findings, including
examples and case studies.
5. Each group will present their research to the class, allowing for questions and discussion.
Rubric:
Criteria:
- Accuracy and depth of research (10 points)
- Clarity and organization of presentation (10 points)
- Engagement and participation during the presentation (10 points)
Assessment Questions:
1. What are the advantages and disadvantages of using mass advertising as a traditional
marketing approach?
2. Provide an example of a successful direct mail campaign and explain why it was effective.
Activity 2: Analysis of Traditional Approaches
Materials: Computers or laptops, internet access
Instructions:
1. Instruct students to individually choose a company or brand and analyze its use of
traditional marketing approaches.
2. Students should research and gather evidence of the company's marketing efforts, focusing
on traditional approaches.
3. Each student will create a multimedia presentation showcasing their findings, including
visuals and data.
4. Allow time for students to present their analysis to the class, encouraging discussion and
questions.
Rubric:
Criteria:
- Depth and accuracy of analysis (15 points)
- Visual presentation and organization (10 points)
- Clarity and effectiveness of communication (10 points)
Assessment Questions:
1. How has the chosen company effectively utilized print media in its marketing strategy?
2. What are the potential limitations of relying solely on telemarketing for marketing
purposes?
Activity 3: Application of Traditional Approaches
Materials: Chart paper, markers, magazines
Instructions:
1. Divide the class into small groups and provide each group with a chart paper and markers.
2. Instruct each group to create a visual representation of a traditional marketing approach,
such as a poster or collage.
3. Students should use magazines and other print materials to cut out relevant images and
words.
4. Each group will present their visual representation to the class, explaining the marketing
approach they chose and the message conveyed.
Rubric:
Criteria:
- Creativity and originality of visual representation (15 points)
- Clarity relevance of the chosen marketing (10 points)
- Cohesiveness and presentation skills during the explanation (10 points)
Assessment Questions:
1. How did your group effectively convey the message of telemarketing through your visual
representation?
2. Discuss the advantages and disadvantages of using print media as a traditional marketing
approach.
Analysis:
After completing the activities, analyze the outcomes by discussing the different perspectives
and insights gained. Encourage students to reflect on the effectiveness and limitations of
traditional marketing approaches.
Abstraction:
Guide students to abstract the key principles and concepts learned from the activities,
emphasizing the importance of understanding traditional marketing approaches in the broader
field of marketing.
Application:
Provide students with a real-life problem related to the objective, such as creating a
marketing plan for a local business or designing a marketing campaign for a new product.
Students should apply their knowledge of traditional marketing approaches to solve the
problem and present their solutions.
Assessment:
Teachers can assess student learning based the learning objectives by using various methods
such as written quizzes, oral presentations, group discussions, and project evaluations.
Rubrics can be used to assess the quality of student work and provide specific feedback.
Assignment:
Assign students to research and write a reflection paper on the evolution of marketing
strategies and the role of traditional approaches in the digital age. Students should analyze
how traditional approaches have adapted or been replaced by new marketing techniques.