Class: Senior Secondary School 1 (SS1 / SSS 1)
Term: 1st Term
Week: 2
Age: 15 years
Duration: 45 minutes
Subject: Marketing
Curriculum Theme: Trade
Previous Lesson: Introduction To Marketing: Meaning Of Marketing.
Topic: Introduction to Marketing (Continued)
Subject Matter: Marketing terms, Needs, Wants, Demands, Products, Exchange, Transactions, Markets, Marketing management

Specific Objectives

By the end of the lesson, pupils should be able to:

Cognitive Domain:

Define key marketing terms such as Needs, Wants, Demands, Products, Exchange, Transactions, Markets, and Marketing Management.
Differentiate between Needs, Wants, and Demands.
Explain the concept of exchange and transactions in marketing.

Affective Domain:

Appreciate the importance of understanding basic marketing terms.
Show willingness to learn more about the field of marketing.

Psychomotor Domain:

Provide practical examples for each marketing term discussed.
Illustrate how different marketing terms are interconnected.

Participate actively in class discussions about marketing concepts.
Collaborate with peers to clarify understanding of marketing terms.

Reference Materials

The following resources were used in planning this lesson:

9 Years Basic Education Curriculum for Senior Secondary Schools.
State Unified Scheme of Work for Marketing (SSS 1).
Any standard Marketing textbook for Senior Secondary Schools (e.g., Marketing for Senior Secondary Schools by O. A. Adeyemi).
https://www.marketing-schools.org/types-of-marketing/marketing-terms/
https://www.investopedia.com/terms/m/marketing-management.asp

Instructional Materials

The teacher will teach this lesson with the aid of:

Charts illustrating marketing concepts.
Pictures showing various products and services.
Whiteboard and markers.

Rationale for the Lesson

This lesson helps pupils understand the basic language of marketing. Knowing these fundamental terms enables pupils to grasp more complex marketing ideas and apply them to real-world situations, making the subject more relatable and practical for their daily lives.

Prerequisite/Previous Knowledge

Pupils should have a basic idea of what marketing is from the previous lesson on the introduction to marketing.

Lesson Content/Board Summary

Introduction to Marketing Terms

Needs

Needs are states of felt deprivation. They are fundamental requirements for human survival and well-being.

Examples of human needs include:

Physical needs: food, water, shelter, clothing.
Social needs: belonging, affection.
Individual needs: knowledge, self-expression.

Wants

Wants are the specific forms human needs take as they are shaped by culture and individual personality. They are the desires for specific satisfiers of the deeper needs.

Examples of wants include:

A Nigerian needing food might want pounded yam and egusi soup.
A Nigerian needing transportation might want a Toyota Camry.
A Nigerian needing communication might want an iPhone.

Demands

Demands are human wants that are backed by buying power. They are wants for specific products coupled with an ability and willingness to pay for them.

For a want to become a demand, it must be backed by:

Purchasing ability (money).
Willingness to spend.

Products

A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want. Products can be tangible goods, services, experiences, places, persons, organizations, or ideas.

Examples of products include:

Goods: cars, phones, food items.
Services: banking, hairdressing, teaching.
Experiences: a vacation trip.

Exchange

Exchange is the act of obtaining a desired object from someone by offering something in return. It is the core concept of marketing.

For an exchange to occur, the following conditions must be met:

There must be at least two parties.
Each party must have something of value to the other.
Each party must be able to communicate and deliver.
Each party must be free to accept or reject the offer.

Transactions

A transaction is a trade between two parties that involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement. It is a specific act of exchange.

Key elements of a transaction:

Two or more things of value.
Conditions for the exchange.
Time and place of the agreement.

Markets

A market is the set of all actual and potential buyers of a product or service. Traditionally, it was a physical place where buyers and sellers gathered to exchange goods. In modern marketing, it refers to the collection of individuals or organizations with needs and wants, who have the ability and willingness to buy.

Types of markets include:

Consumer markets.
Business markets.
Government markets.
International markets.

Marketing Management

Marketing management is the art and science of choosing target markets and building profitable relationships with them. It involves planning, organizing, implementing, and controlling marketing activities to achieve organizational objectives.

Key activities in marketing management include:

Analyzing market opportunities.
Developing marketing strategies.
Managing marketing efforts.

Teaching Methods/Instructional Techniques

Discussion, Lecture, Demonstration, Question and Answer, Visual Aids

Instructional Procedures

Step 1: Introduction

Time: 5 minutes
Teaching Skill: Set Induction
Teacher’s Activity: The teacher greets the pupils and reviews the previous lesson on the general introduction to marketing. The teacher then introduces the topic of the day, “Introduction to Marketing (Continued),” stating that the lesson will focus on understanding key terms used in marketing.
Pupils’ Activity: Pupils respond to greetings, recall points from the previous lesson, and listen attentively to the new topic.
Learning Point: Pupils connect new learning with previous knowledge and understand the focus of the lesson.

Step 2: Presentation of Needs and Wants

Time: 10 minutes
Teaching Skill: Explanation/Illustration
Teacher’s Activity: The teacher defines “Needs” and “Wants” using simple language and provides clear examples relevant to the pupils’ experiences. The teacher explains how wants are shaped by culture and individual personality.
Pupils’ Activity: Pupils listen, ask questions for clarification, and contribute examples of needs and wants.
Learning Point: Pupils understand the definitions and differences between needs and wants.

Step 3: Presentation of Demands

Time: 5 minutes
Teaching Skill: Explanation/Analysis
Teacher’s Activity: The teacher defines “Demands” and explains that they are wants backed by purchasing power. The teacher stresses the role of ability and willingness to pay.
Pupils’ Activity: Pupils listen and understand the condition for wants to become demands.
Learning Point: Pupils learn how demands differ from mere wants.

Step 4: Presentation of Products and Exchange

Time: 10 minutes
Teaching Skill: Definition/Discussion
Teacher’s Activity: The teacher defines “Products” as anything that can satisfy a need or want, giving examples of goods, services, and experiences. The teacher then explains “Exchange” as the core concept of marketing, outlining the conditions required for an exchange to take place.
Pupils’ Activity: Pupils listen, identify different types of products, and participate in discussions about the concept of exchange.
Learning Point: Pupils understand what a product is and the fundamental principle of exchange in marketing.

Step 5: Presentation of Transactions and Markets

Time: 5 minutes
Teaching Skill: Elaboration/Categorization
Teacher’s Activity: The teacher defines “Transactions” as a specific act of exchange with agreed conditions. The teacher then defines “Markets” as the set of all actual and potential buyers, explaining its evolution from a physical place to a broader concept.
Pupils’ Activity: Pupils listen and understand the details of transactions and the different views of a market.
Learning Point: Pupils grasp the distinction between exchange and transaction and the meaning of a market.

Step 6: Presentation of Marketing Management

Time: 5 minutes
Teaching Skill: Explanation/Application
Teacher’s Activity: The teacher defines “Marketing Management” as the process of planning, organizing, and controlling marketing activities to achieve organizational goals. The teacher emphasizes its role in building profitable customer relationships.
Pupils’ Activity: Pupils listen and understand the purpose and activities of marketing management.
Learning Point: Pupils learn about the strategic aspect of managing marketing efforts.

Step 7: Evaluation/Review

Time: 5 minutes

Teaching Skill: Questioning/Assessment

Teacher’s Activity: The teacher evaluates the learning by asking the following questions:

Define “Needs” and “Wants”.
Differentiate between “Wants” and “Demands”.
List three examples of “Products”.
What is “Marketing Management”?

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Pupils demonstrate understanding of the lesson.

Step 8: Conclusion

Time: 5 minutes
Teaching Skill: Summarization/Assignment
Teacher’s Activity: The teacher summarizes the key marketing terms discussed in the lesson. The teacher then gives homework: “In your own words, explain the relationship between Needs, Wants, and Demands with relevant examples.”
Pupils’ Activity: Pupils listen to the summary and copy the homework assignment.
Learning Point: Pupils consolidate their understanding and prepare for further study.

Lesson Keywords

Needs – Basic human requirements for survival and well-being.
Wants – Specific forms needs take, shaped by culture and personality.
Demands – Wants backed by buying power and willingness to purchase.
Products – Anything offered to a market to satisfy a need or want.
Exchange – The act of obtaining a desired object by offering something in return.
Transactions – A specific act of exchange involving agreed conditions and value.
Markets – The set of all actual and potential buyers of a product or service.
Marketing Management – The process of planning and managing marketing activities to achieve objectives.

Differentiation

For pupils who grasp concepts quickly, the teacher can ask them to provide additional, more complex examples or to discuss the ethical implications of creating wants. For pupils who need more support, the teacher will use more visual aids and simpler examples, and provide one-on-one assistance during activities to ensure understanding.

Note for teachers using this lesson plan

Ensure that the examples used for Needs, Wants, and Demands are culturally relevant to Nigeria. Encourage active participation and real-life application of the terms. Use the charts and pictures effectively to illustrate concepts. Emphasize that these terms form the foundation for understanding all other marketing principles.