Class: Senior Secondary School 1 (SS1 / SSS 1)
Term: 2nd Term
Week: 6
Age: 15 years
Duration: 45 minutes
Subject: Marketing
Curriculum Theme: Trade
Previous Lesson: Consumer Behaviour: Decision Making Process.
Topic: Marketing Planning Process and Research
Subject Matter: Meaning of marketing planning, Key elements in marketing planning, Planning steps

Specific Objectives

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

Cognitive Domain:

Define marketing planning.
Identify the key elements of marketing planning.
Outline the steps involved in the marketing planning process.

Affective Domain:

Appreciate the importance of planning in achieving marketing goals.
Participate actively in discussions about marketing strategies.

Psychomotor Domain:

List the various steps of marketing planning.
Present a simple outline of a marketing plan.

Collaborate effectively with peers during group activities.

Reference Materials

The following resources were used in planning this lesson:

9 Years Basic Education Curriculum for Senior Secondary School (Marketing).
State Unified Scheme of Work for Senior Secondary School (Marketing).
Anyanwuocha, R. A. (2018). Comprehensive Marketing for Senior Secondary Schools. A. Johnson Publishers Ltd.

Instructional Materials

The teacher will teach this lesson with the aid of:

Whiteboard or chalkboard
Markers or chalk
Pictures of businesses with clear marketing campaigns
Publications (e.g., newspaper adverts, magazines)
Camera (as an example of a tool used in market research)

Rationale for the Lesson

This lesson helps pupils understand how businesses plan their activities to achieve success in the market. It enables pupils to see the structured approach companies use to reach customers and achieve their goals, which is important for understanding business operations and future career paths.

Prerequisite/Previous Knowledge

Pupils are expected to have a basic understanding of marketing, including its definition and core concepts like goods, services, and customers.

Lesson Content/Board Summary

Marketing Planning Process and Research

Meaning of Marketing Planning

Marketing planning is the systematic process of developing and executing strategies to achieve an organisation’s marketing objectives. It involves setting goals, developing strategies, and allocating resources to promote products or services effectively to the target market.

Key Elements in Marketing Planning

The following are important elements that make up a marketing plan:

Executive Summary: A brief overview of the entire plan.
Situational Analysis: An assessment of the current internal and external environment (SWOT analysis – Strengths, Weaknesses, Opportunities, Threats).
Marketing Objectives: Specific, measurable, achievable, relevant, and time-bound goals for marketing efforts.
Marketing Strategies: The broad approaches to achieve the objectives (e.g., target market, positioning, marketing mix).
Action Programs/Tactics: Detailed plans for implementing the strategies.
Budget: Financial resources allocated for marketing activities.
Control and Evaluation: Methods for monitoring progress and making adjustments.

Steps in Marketing Planning

The marketing planning process typically involves the following steps:

Step 1: Define the Business Mission and Objectives: Clearly state what the business aims to achieve.
Step 2: Conduct a Situational Analysis (SWOT): Analyse the company’s internal capabilities and external environment.
Step 3: Set Marketing Objectives: Establish specific and measurable goals for marketing.
Step 4: Develop Marketing Strategies: Formulate plans regarding product, price, place, and promotion (the marketing mix).
Step 5: Develop Action Programs: Detail the specific activities, timelines, and responsibilities for implementation.
Step 6: Implement the Marketing Plan: Put the strategies and action programs into practice.
Step 7: Monitor and Evaluate Performance: Track results against objectives and make necessary adjustments.

Teaching Methods/Instructional Techniques

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

Instructional Procedures

Step 1: Introduction

Time: 3 minutes
Teaching Skill: Set Induction
Teacher’s Activity: The teacher greets the pupils, reviews the previous lesson briefly, and then introduces the new topic by asking pupils if they know what planning means in general terms.
Pupils’ Activity: Pupils respond to greetings and questions, attempting to define planning.
Learning Point: Pupils are prepared for the new lesson and connect it to their existing knowledge.

Step 2: Meaning of Marketing Planning

Time: 8 minutes
Teaching Skill: Explanation/Definition
Teacher’s Activity: The teacher defines marketing planning, explaining its systematic nature and purpose in achieving marketing objectives. The teacher writes the definition on the board.
Pupils’ Activity: Pupils listen attentively, take notes, and ask questions for clarification.
Learning Point: Pupils understand the definition of marketing planning.

Step 3: Key Elements in Marketing Planning

Time: 8 minutes
Teaching Skill: Elaboration/Listing
Teacher’s Activity: The teacher lists and briefly explains the key elements that constitute a marketing plan, such as executive summary, situational analysis, objectives, strategies, budget, and control. The teacher uses examples from familiar businesses.
Pupils’ Activity: Pupils listen, take notes, and contribute examples of elements they might have seen in advertisements or business plans.
Learning Point: Pupils can identify and understand the components of a marketing plan.

Step 4: Steps in Marketing Planning

Time: 8 minutes
Teaching Skill: Outlining/Sequencing
Teacher’s Activity: The teacher outlines the sequential steps involved in the marketing planning process, from defining the mission to monitoring performance. The teacher uses a flow chart on the board or chart to illustrate.
Pupils’ Activity: Pupils observe the flow chart, take notes, and ask questions about each step.
Learning Point: Pupils can outline the systematic steps of marketing planning.

Step 5: Class Activity/Discussion

Time: 6 minutes
Teaching Skill: Discussion/Application
Teacher’s Activity: The teacher divides pupils into small groups and provides a simple scenario (e.g., “Plan to market a new school snack”). Each group identifies one key element or step they would focus on.
Pupils’ Activity: Pupils discuss in groups and present their ideas briefly to the class.
Learning Point: Pupils apply their understanding of marketing planning elements and steps.

Step 6: Teacher’s Summary

Time: 4 minutes
Teaching Skill: Summarisation
Teacher’s Activity: The teacher summarises the main points of the lesson, reiterating the meaning of marketing planning, its key elements, and the planning steps.
Pupils’ Activity: Pupils listen and confirm their understanding.
Learning Point: Pupils reinforce their understanding of the lesson content.

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 marketing planning.
Mention three key elements of marketing planning.
List any three steps involved in the marketing planning process.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Pupils demonstrate understanding of the lesson.

Step 8: Conclusion

Time: 3 minutes
Teaching Skill: Closure
Teacher’s Activity: The teacher gives homework, instructing pupils to identify a product they use daily and briefly outline how a company might have planned its marketing. The teacher then dismisses the class.
Pupils’ Activity: Pupils note down the homework and prepare for the next lesson.
Learning Point: Pupils consolidate their learning and prepare for independent application.

Lesson Keywords

Marketing Planning – The systematic process of developing and executing strategies to achieve marketing objectives.
Objectives – Specific, measurable goals that a marketing plan aims to achieve.
Strategy – A broad plan of action designed to achieve a major goal or overall aim.
Implementation – The process of putting a decision or plan into effect.
Control – The process of monitoring progress and making adjustments to ensure objectives are met.
Situational Analysis – An assessment of internal and external factors affecting a business.

Differentiation

To cater to diverse learning needs, the teacher will use visual aids like charts and pictures. Group discussions will allow pupils to learn from each other. Struggling pupils will receive additional support and simpler examples, while advanced pupils will be encouraged to provide more detailed explanations and real-world marketing examples.

Note for teachers using this lesson plan

Teachers should encourage active participation by pupils. Real-life examples of successful and unsuccessful marketing plans can be used to make the lesson more engaging and relevant. Ensure pupils understand the sequential nature of the planning steps and how each element contributes to the overall plan.