Secondary Lesson Plan TemplateTopic: Four P’s of Marketing Grade Level: 9-12 Length of class: 50 minutes LEARNING GOAL/PURPOSE Students will learn the basics principles of marketing. LEARNING OBJECTIVES: After practicing with me and in a group, students will be able to create a graphic organizer of the 4 P’s of marketing for a product, with an average of 3-4 items per “P”. STANDARDS: I. Foundations of Marketing Achievement Standard: Recognize the customer-oriented nature of marketing and analyze the impact of marketing activities on the individual, business, and society. (https://www.nbea.org/newsite/curriculum/standards/marketing.html) RESOURCES/MATERIALS NEEDED: Reading about 4 P’s Example graphic organizer List of companies Graphic Organizer, enough for each group to have one and for each student to have one for homework PLAN for LEARNING LESSON SEQUENCE & PACING 1. Opening/Welcome (4 min) Take attendance, say hello, introduce plan for the class. 2. Reading (5 min) Students will read individually about the 4 P’s of marketing. 3. Class discussion (20 min) Ask what questions students have about the article. Model a graphic organizer for them- 4 boxes in a square, each with 1 of 4 P’s (product, price, placement, promotion); students will come up with descriptions to put in each box. Prompting cues: If students struggle at the beginning, have them reference the article. Product- tangible/intangible, selling a product or a brand Price- cheap, expensive (why?) Promotion- types of advertising and marketing, how can they get someone to buy a product? Placement- online or in store? Top, bottom, whose eye level of the shelf? Front or back of store? Next to check out? Debate: Have students determine if a sale (50% off, BOGO, etc.) are price or promotion by talking to one another. If all seem to agree, point out a reason as to why they may not be right. (is it always priced that way?, why is it on sale- to get rid of the product or sell more?, price affects supply/demand/profits, promotion gets products off the shelf, etc.) 4. Small group work (15 min) Put students in groups of 3-4 (student choice), assign each of them a different company and rival from the list (student can take turns choosing from the lis). Each group will chose a specific product that company sells and create a 4 P’s graphic organizer for it. Students may choose groups or they can be assigned. Emphasis there should be many items under each “P”, with the exception of product- here students can describe the product being sold, if tangible/intangible, if selling a brand or an actual product. 5. Closing (6 min) Handout homework assignment- same activity as group work. The product must be from the rival of the one their group did. It is to be completed individually and cannot look identical to the one created in class (a.k.a. they need to differentiate different company’s approaches to marketing). Answer any questions. Extra time: If time left during class students may begin working on the homework. Warn students when ~1 min prior to bell ringing. DIFFERENTIATING YOUR INSTRUCTION: How specifically will you differentiate your content, process, or product based on student readiness, interest, or learning style? Will you gather information about your student’s prior knowledge? Will you work to build on your student’s prior knowledge? Will you scaffold student instruction? Will you flexibly group students based on readiness, interest, or learning style? Will you give students choice in this lesson? WHAT COULD YOU DIFFERENTIATE? ___ CONTENT (WHAT STUDENTS LEARN) _x__ PROCESS (HOW STUDENTS LEARN) _x__ PRODUCT (HOW STUDENTS DEMONSTRATE THEIR LEARNING ___ LEARNING ENVIRONMENT BASED ON… ___ READINESS _x__ INTEREST _x__ LEARNING STYLE (VISUAL, AUDITORY, KINESTHETIC) DIFFERNTIATED INSTRUCTIONAL STRATEGIES _x__ FLEXIBLE GROUPS ASSIGNMENTS ___ COOPERATIVE LEARNING GROUPS BOARDS ___ LEARNING CENTERS PROJECTS ___ RAFTS QUESTIONING _x__ GRAPHIC ORGANIZERS ___ SCAFFOLDED READING/WRITING ___ TIERED ___ MENUS/CHOICE ___ INDEPENDENT _x__ LEVELS OF Article: http://www.purelybranded.com/insights/the-four-ps-of-marketing/ Marketing Mix, a term coined by Neil Borden, are the ingredients that combine to capture and promote a brand or product’s unique selling points, those that differentiate it from it’s competitors. The ideas behind Borden’s model were refined over the years until E. Jerome McCarthy reduced them to 4 elements called “The Four Ps.” This proposed classification has been used by marketing companies, branding agencies and web design companies throughout the world. The Four Ps Model Product - The first of the Four Ps of marketing is product. A product can be either a tangible good or an intangible service that fulfills a need or want of consumers. Whether you sell custom pallets and wood products or provide luxury accommodations, it’s imperative that you have a clear grasp of exactly what your product is and what makes it unique before you can successfully market it. Price - Once a concrete understanding of the product offering is established we can start making some pricing decisions. Price determinations will impact profit margins, supply, demand and marketing strategy. Similar (in concept) products and brands may need to be positioned differently based on varying price points, while price elasticity considerations may influence our next two Ps. Promotion - We’ve got a product and a price now it’s time to promote it. Promotion looks at the many ways marketing agencies disseminate relevant product information to consumers and differentiate a particular product or service. Promotion includes elements like: advertising, public relations, social media marketing, email marketing, search engine marketing, video marketing and more. Each touch point must be supported by a well positioned brand to truly maximize return on investment. Place - Often you will hear marketers saying that marketing is about putting the right product, at the right price, at the right place, at the right time. It’s critical then, to evaluate what the ideal locations are to convert potential clients into actual clients. Today, even in situations where the actual transaction doesn’t happen on the web, the initial place potential clients are engaged and converted is online. How to Use the Four Ps of Marketing? We have developed a dedicated marketing process often used with our Cleveland web design and marketing clients. As a part of this process, we incorporate the four Ps through a series of questions designed to help define each brand’s marketing mix. Here are just a few of the questions we use: What do consumers want from your product or service? How does your product meet those needs? Where do potential buyers look for your particular product or service? How do you differentiate from your competitors? What is the perceived value of your product or service? What current interactions do you have with potential clients? Of course the list we use is more complete, but we hope the few questions listed above can give you a good starting point in understanding the four Ps. Final Words We hope this quick overview of the 4 Ps of marketing provides some insight into a critical aspect of successfully taking a product or service to market. Clearly defining product, price, place and time must all be considered when developing a marketing strategy for any product or brand. Whether dealing with a startup or an established business, balancing these four elements is critical to marketers working hard to position a particular product or brand in the marketplace. Graphic Organizer Model: Company List (each group must have a different company): Walmart/Target Whole Foods/Hy-Vee BMW/LexusToyota Motorola/Samsung Verizon/US Cellular Starbucks/Caribou Coffee Pepsi/Coca-Cola Nike/Adidas/Asics Mars/Hershey Apple/Microsoft Name: ____________________________________ Group Members: ______________________________________________________________________________ _______ Companies: ______________________________________________________________________________ _____________