Class: Senior Secondary School 1 (SS1 / SSS 1)
Term: 3rd Term
Week: 6
Age: 15 years
Duration: 45 minutes
Subject: Marketing
Curriculum Theme: Trade
Previous Lesson: Promotion: Incentives And Word Of Mouth.
Topic: Promotion
Subject Matter: Informing customers, Persuading buyers, Reminding consumers, Building brand image

Specific Objectives

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

Cognitive Domain:

Define promotion.
State at least three functions of promotion.

Affective Domain:

Appreciate the importance of promotion in business.
Show interest in different promotional activities.

Psychomotor Domain:

Identify various examples of promotional tools used by businesses.
Suggest ways a new product can be promoted.

Collaborate with peers in discussing promotional strategies.

Reference Materials

The following resources were used in planning this lesson:

9 Years Basic Education Curriculum for Senior Secondary School.
State Unified Scheme of Work for Marketing.
Anyanwuocha, R.A.I. (2012). Comprehensive Marketing for Senior Secondary Schools. A. Johnson Publishers Ltd.
https://waeconline.org.ng/
https://www.nerdc.gov.ng/

Instructional Materials

The teacher will teach this lesson with the aid of:

Various product samples with promotional messages.
Pictures or charts showing different advertisements.
Handouts with definitions of promotion.

Rationale for the Lesson

This lesson helps pupils understand how businesses communicate with their customers to sell products and services. Learning about promotion enables pupils to see why certain products are popular and how companies build their reputation. This knowledge is important for anyone interested in business or consumer behaviour.

Prerequisite/Previous Knowledge

Pupils have a basic understanding of marketing and what a product is. They also encounter various advertisements and sales messages in their daily lives.

Lesson Content/Board Summary

Promotion

Definition of Promotion

Promotion refers to all the activities undertaken by a business to communicate the merits of its product to target customers and persuade them to buy it. It involves informing, persuading, and reminding consumers about a product or service.

Functions of Promotion

The following are the key functions of promotion:

Informing Customers: Promotion informs potential customers about the existence of a product, its features, benefits, uses, and where it can be purchased.
Persuading Buyers: It encourages customers to try a product, switch from a competitor’s product, or increase their purchase of a particular product.
Reminding Consumers: Promotion helps to keep a product in the minds of consumers, especially for established products, ensuring they remember it when making buying decisions.
Building Brand Image: It helps to create a positive perception and reputation for a product or company in the minds of consumers, making it more desirable.

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 asks them to mention some of the ways companies tell people about their products (e.g., through TV adverts, radio, billboards). The teacher then introduces the topic “Promotion” as the main way businesses communicate with their customers.
Pupils’ Activity: Pupils respond to the teacher’s questions and listen attentively.
Learning Point: Pupils are introduced to the concept of promotion.

Step 2: Definition of Promotion

Time: 10 minutes
Teaching Skill: Explanation/Definition
Teacher’s Activity: The teacher defines promotion as all activities a business uses to communicate with customers about its products and persuade them to buy. The teacher writes the definition on the board.
Pupils’ Activity: Pupils listen, take notes, and ask questions for clarification.
Learning Point: Pupils understand the meaning of promotion.

Step 3: Discussing Informing Customers

Time: 7 minutes
Teaching Skill: Elaboration/Illustration
Teacher’s Activity: The teacher explains that one function of promotion is to inform customers. The teacher gives examples of how adverts tell people about new products or new features of existing products.
Pupils’ Activity: Pupils listen and contribute examples of informative adverts they have seen.
Learning Point: Pupils understand how promotion informs customers.

Step 4: Discussing Persuading Buyers

Time: 7 minutes
Teaching Skill: Explanation/Examples
Teacher’s Activity: The teacher explains how promotion persuades buyers by highlighting benefits, special offers, or reasons to choose one product over another. The teacher uses product samples to demonstrate persuasive messages.
Pupils’ Activity: Pupils observe the product samples and discuss how they might be persuaded to buy.
Learning Point: Pupils understand how promotion persuades buyers.

Step 5: Discussing Reminding Consumers

Time: 5 minutes
Teaching Skill: Clarification
Teacher’s Activity: The teacher explains that promotion also reminds consumers about products they already know, keeping them top-of-mind. The teacher asks pupils to name a popular soft drink and explains why its adverts are still shown.
Pupils’ Activity: Pupils answer the question and grasp the concept of reminding.
Learning Point: Pupils understand the reminding function of promotion.

Step 6: Discussing Building Brand Image

Time: 4 minutes
Teaching Skill: Concept Development
Teacher’s Activity: The teacher explains that promotion helps build a brand’s image, making customers feel good about a product or company. The teacher gives examples of brands with strong images.
Pupils’ Activity: Pupils identify brands with good images and explain why.
Learning Point: Pupils understand how promotion builds brand image.

Step 7: Evaluation/Review

Time: 5 minutes

Teaching Skill: Questioning/Assessment

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

What is promotion?
Mention three functions of promotion.
Give an example of how promotion can inform customers about a new product.
How does promotion help to build a brand image?

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Pupils demonstrate understanding of the lesson.

Step 8: Conclusion

Time: 2 minutes
Teaching Skill: Summarization/Assignment
Teacher’s Activity: The teacher summarises the lesson by reiterating the definition and functions of promotion. The teacher gives pupils homework to find three different promotional messages (e.g., from newspapers, TV) and identify which function they serve.
Pupils’ Activity: Pupils listen to the summary and copy the homework.
Learning Point: Pupils consolidate their understanding and apply it to real-world examples.

Lesson Keywords

Promotion – Activities to communicate product merits and persuade customers.
Informing – Giving details and facts about a product.
Persuading – Convincing customers to buy or try a product.
Reminding – Keeping a product in consumers’ minds.
Brand Image – The perception and reputation of a product or company.

Differentiation

For pupils who grasp concepts quickly, the teacher can ask them to explain the difference between informing and persuading. For pupils who need more support, the teacher can provide simpler examples and repeat key definitions, allowing them to work in pairs to discuss the functions of promotion.

Note for teachers using this lesson plan

Encourage pupils to bring examples of advertisements they encounter daily to make the lesson more relatable. Use visual aids like pictures of various promotional materials to enhance understanding. Ensure active participation from all pupils through questions and group discussions.