Class: Senior Secondary School 1 (SS1 / SSS 1)
Term: 1st Term
Week: 5
Age: 15 years
Duration: 45 minutes
Subject: Marketing
Curriculum Theme: Trade
Previous Lesson: Introduction To Marketing: History Of Marketing In Nigeria.
Topic: Marketing concepts
Subject Matter: Production concept, Product concept, Selling concept

Specific Objectives

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

Cognitive Domain:

Define marketing concepts.
Explain the production concept.
Describe the product concept.
Elaborate on the selling concept.

Affective Domain:

Appreciate the different approaches businesses use to market their products.
Develop an interest in analyzing business strategies.

Psychomotor Domain:

Identify real-world examples of companies applying each concept.
Differentiate between the three concepts when given scenarios.

Discuss how these concepts influence consumer choices and market dynamics.

Reference Materials

The following resources were used in planning this lesson:

9 Years Basic Education Curriculum for Marketing (Senior Secondary Education)
State Unified Scheme of Work for Marketing (SSS 1)
Any relevant Marketing textbook for Senior Secondary Schools.

Instructional Materials

The teacher will teach this lesson with the aid of:

Charts illustrating the marketing concepts.
Whiteboard and markers.
Pictures or diagrams showing examples of products related to each concept.

Rationale for the Lesson

Understanding marketing concepts helps pupils see the different ways businesses approach customers and sell their products. It enables them to understand why companies make certain decisions about production, product features, and promotion, which is important for understanding the economy around them.

Prerequisite/Previous Knowledge

Pupils should have a basic understanding of what marketing is and its importance in business.

Lesson Content/Board Summary

Marketing Concepts

Marketing concepts are the philosophies or ideas that guide a company’s marketing efforts. They determine how a business approaches its market and customers.

Production Concept

This concept holds that consumers will favour products that are widely available and inexpensive. Management focuses on improving production and distribution efficiency.

The following are characteristics of the Production Concept:

Focus on mass production to achieve economies of scale.
Emphasis on low cost and affordability for consumers.
Wide distribution to ensure products are easily accessible.
Assumes consumers are primarily interested in affordability and availability rather than product variations.

Product Concept

This concept holds that consumers will favour products that offer the most quality, performance, and innovative features. Management focuses on making continuous product improvements.

The following are characteristics of the Product Concept:

Focus on superior product quality, features, and design.
Emphasis on innovation and continuous improvement of the product.
Assumes consumers seek the best possible product and are willing to pay for it.
There is a risk of “marketing myopia,” where the company focuses too much on the product itself and less on actual customer needs.

Selling Concept

This concept holds that consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort. It is typically practiced with “unsought goods” (products buyers do not normally think of buying).

The following are characteristics of the Selling Concept:

Focus on aggressive selling and extensive promotional activities.
Emphasis on making the sale rather than building long-term customer relationships.
Aims to sell what the company produces, rather than producing what the market wants.
Often used for products like insurance, encyclopedias, or blood donations, where consumers might not naturally seek them out.

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 meaning of marketing. The teacher then introduces the topic by asking pupils if they think all companies sell their products in the same way, leading to the idea of different “concepts.”
Pupils’ Activity: Pupils respond to the teacher’s questions and listen attentively to the introduction of the new topic.
Learning Point: Pupils recall previous knowledge and are prepared for the new lesson.

Step 2: Presentation of Production Concept

Time: 10 minutes
Teaching Skill: Explanation/Illustration
Teacher’s Activity: The teacher explains the Production Concept using the chart. The teacher defines it and discusses its key characteristics, providing examples of companies that might adopt this concept (e.g., companies producing basic commodities).
Pupils’ Activity: Pupils listen, take notes, and ask questions for clarification.
Learning Point: Pupils understand the definition and characteristics of the Production Concept.

Step 3: Presentation of Product Concept

Time: 10 minutes
Teaching Skill: Explanation/Elaboration
Teacher’s Activity: The teacher introduces the Product Concept, explaining its focus on quality, performance, and features. The teacher differentiates it from the Production Concept and provides examples of industries or products where this concept is prevalent (e.g., high-tech gadgets, luxury items).
Pupils’ Activity: Pupils pay attention, compare the new concept with the previous one, and jot down important points.
Learning Point: Pupils grasp the meaning and focus of the Product Concept.

Step 4: Presentation of Selling Concept

Time: 10 minutes
Teaching Skill: Explanation/Contextualization
Teacher’s Activity: The teacher explains the Selling Concept, highlighting its emphasis on aggressive sales and promotion. The teacher discusses why companies might use this concept, especially for unsought goods, and provides examples like insurance or certain fundraising efforts.
Pupils’ Activity: Pupils listen, understand the aggressive nature of this concept, and identify its application in real-world scenarios.
Learning Point: Pupils learn about the Selling Concept and its typical applications.

Step 5: Evaluation/Review

Time: 5 minutes

Teaching Skill: Questioning/Assessment

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

Define marketing concepts in your own words.
State two characteristics of the Production Concept.
Explain the main idea behind the Product Concept.
Mention a type of product that often uses the Selling Concept.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Pupils demonstrate understanding of the lesson.

Step 6: Conclusion

Time: 5 minutes
Teaching Skill: Summarization/Consolidation
Teacher’s Activity: The teacher summarizes the key points of the lesson, reinforcing the definitions and differences between the Production, Product, and Selling Concepts. The teacher assigns homework for pupils to identify a company for each concept and explain why they fit.
Pupils’ Activity: Pupils listen to the summary and copy down the homework assignment.
Learning Point: Pupils consolidate their understanding of the different marketing concepts.

Lesson Keywords

Production Concept – A marketing philosophy focused on making products widely available and inexpensive.
Product Concept – A marketing philosophy focused on offering high-quality products with innovative features.
Selling Concept – A marketing philosophy focused on aggressive selling and promotion to persuade customers to buy.
Marketing – The process of creating, communicating, delivering, and exchanging offerings that have value for customers.
Concept – An idea or principle that guides actions or thoughts.

Differentiation

For visual learners, the use of charts and diagrams will be beneficial. Auditory learners will benefit from teacher explanations and class discussions. Kinesthetic learners can be engaged through group activities where they identify real-world examples of companies applying these concepts. Struggling pupils will receive additional explanations and simpler examples, while advanced pupils can be challenged to critically analyze the advantages and disadvantages of each concept.

Note for teachers using this lesson plan

It is important to emphasize that these concepts represent different strategic orientations and that a company might shift between them or even combine elements depending on its product, market, and competition. Encourage pupils to think critically about which concept is most effective in various situations.