Class: Senior Secondary School 1 (SS1 / SSS 1)
Term: 3rd Term
Week: 5
Age: 15 years
Duration: 45 minutes
Subject: Marketing
Curriculum Theme: Trade
Previous Lesson: Promotion: Meaning And.
Topic: Promotion
Subject Matter: Premium offers, Word of mouth, Trade in allowance, Sampling, Merchandising incentives, Training schemes

Specific Objectives

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

Cognitive Domain:

Define promotion.
Identify and explain various methods of promotion such as premium offers, word of mouth, trade-in allowance, sampling, merchandising incentives, and training schemes.
Distinguish between different promotional techniques.

Affective Domain:

Appreciate the importance of promotion in marketing.
Show interest in understanding how businesses use different promotional strategies.
Value effective communication in promoting products and services.

Psychomotor Domain:

Give practical examples of each promotional method discussed.
Differentiate between the application of each promotional method in real-world scenarios.

Participate actively in discussions about promotional strategies.
Collaborate with peers to identify examples of promotional activities in their environment.

Reference Materials

The following resources were used in planning this lesson:

9 Years Basic Education Curriculum (Senior Secondary School Marketing)
Lagos State Unified Scheme of Work for Marketing SSS 1
Anyakoha, M. C. (2018). Comprehensive Marketing for Senior Secondary Schools. A. Johnson Publishers.

Instructional Materials

The teacher will teach this lesson with the aid of:

Various product samples and packaging showing premium offers.
Pictures or charts illustrating different promotional activities (e.g., in-store sampling, car trade-ins).
Whiteboard and markers/chalk.
Products (as provided in input).

Rationale for the Lesson

This lesson helps pupils understand how businesses inform and persuade customers to buy their products. Learning about promotion enables pupils to recognize different marketing strategies they encounter daily and appreciate their impact on purchasing decisions.

Prerequisite/Previous Knowledge

Pupils are assumed to have a basic understanding of marketing concepts and the different elements of the marketing mix from previous lessons.

Lesson Content/Board Summary

Promotion

Definition of Promotion

Promotion refers to all the activities undertaken by a company to communicate the merits of its product to target customers and persuade them to buy it. It is a key element of the marketing mix that aims to inform, persuade, and remind customers about products or services.

Premium Offers

Premium offers are promotional techniques where customers receive an item of value (the premium) along with the purchased product, usually for free or at a reduced price. This encourages immediate purchase and adds perceived value.

Examples of premium offers include:

Free gifts given with the purchase of a specific product (e.g., a free mug with coffee).
Discounted items when buying another product (e.g., buy one get one half price).
Collectable items found inside product packaging (e.g., small toys in cereal boxes).

Word of Mouth

Word of mouth (WOM) promotion involves customers telling others about a product or service based on their personal experience. It is a highly credible form of promotion because it comes from trusted sources like friends, family, or acquaintances.

Characteristics of word of mouth promotion:

It is often informal and spontaneous.
It relies heavily on customer satisfaction and positive experiences.
It can spread rapidly through social networks, both online and offline.

Trade-in Allowance

Trade-in allowance is a reduction in the price of a new product when a customer trades in an old, similar product. This encourages customers to upgrade their existing products by offering a financial incentive.

Products commonly offered with trade-in allowances include:

Automobiles (cars, motorcycles).
Electronics (e.g., mobile phones, laptops, televisions).
Major home appliances (e.g., refrigerators, washing machines).

Sampling

Sampling involves offering potential customers a small amount of a product for free to try before they buy. This allows customers to experience the product directly and can lead to purchases if they find the product appealing.

Methods of product sampling include:

In-store sampling (e.g., food or drink tasting at supermarkets).
Mail sampling (e.g., small packets of detergent or perfume sent to homes).
Event sampling (e.g., free drinks at concerts or festivals).

Merchandising Incentives

Merchandising incentives are rewards or allowances given to retailers or distributors to encourage them to display, promote, or sell a manufacturer’s products more effectively. These are often business-to-business (B2B) promotions.

Examples of merchandising incentives are:

Display allowances for prominent product placement in stores.
Cooperative advertising funds where the manufacturer shares advertising costs with the retailer.
Sales contests or bonuses for retail staff who achieve specific sales targets.

Training Schemes

Training schemes in promotion involve educating sales staff, retailers, or even customers about a product’s features, benefits, and proper usage. This ensures that the product is presented and used correctly, leading to better sales and customer satisfaction.

Benefits of training schemes:

Improved product knowledge among sales and retail staff.
Enhanced customer service and ability to answer customer questions.
Increased sales due to effective product presentation and demonstration.

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, reviews the previous lesson briefly, and then asks pupils to mention ways companies make people aware of their products or encourage them to buy.
Pupils’ Activity: Pupils respond to the teacher’s questions, recalling prior knowledge and sharing initial ideas about product awareness.
Learning Point: Pupils are introduced to the concept of promotion and its importance.

Step 2: Definition of Promotion

Time: 7 minutes
Teaching Skill: Explanation/Definition
Teacher’s Activity: The teacher defines promotion as all activities businesses undertake to communicate about their products and persuade customers to buy. The teacher writes the definition on the board.
Pupils’ Activity: Pupils listen attentively, take notes, and ask questions for clarity.
Learning Point: Pupils understand the fundamental meaning of promotion.

Step 3: Premium Offers and Word of Mouth

Time: 10 minutes
Teaching Skill: Explanation/Illustration
Teacher’s Activity: The teacher explains premium offers, showing examples of products with free gifts or discounted items. The teacher then explains word of mouth promotion, discussing its credibility and how it spreads.
Pupils’ Activity: Pupils observe the examples, contribute their own examples of premium offers, and discuss experiences with word of mouth recommendations.
Learning Point: Pupils understand and can identify premium offers and word of mouth as promotional methods.

Step 4: Trade-in Allowance and Sampling

Time: 8 minutes
Teaching Skill: Clarification/Demonstration
Teacher’s Activity: The teacher explains trade-in allowance using examples like old phones for new ones. The teacher then explains sampling, perhaps showing a small product sample, and discusses different ways samples are given.
Pupils’ Activity: Pupils ask questions about trade-in processes and discuss products they have received as samples.
Learning Point: Pupils grasp the concepts of trade-in allowance and product sampling.

Step 5: Merchandising Incentives and Training Schemes

Time: 5 minutes
Teaching Skill: Elaboration
Teacher’s Activity: The teacher explains merchandising incentives as ways manufacturers encourage retailers to sell their products. The teacher then explains training schemes, highlighting their role in educating staff about products.
Pupils’ Activity: Pupils listen and note the differences between these business-to-business promotional methods and direct-to-consumer methods.
Learning Point: Pupils understand how merchandising incentives and training schemes aid promotion.

Step 6: Class Discussion and Examples

Time: 5 minutes
Teaching Skill: Group Discussion
Teacher’s Activity: The teacher facilitates a short class discussion, asking pupils to provide more examples of each promotional method they have encountered in their daily lives.
Pupils’ Activity: Pupils actively participate, sharing examples and clarifying their understanding with peers.
Learning Point: Pupils reinforce their learning by applying the concepts to real-world situations.

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 promotion in your own words.
List three different types of promotional methods discussed.
Explain what a ‘premium offer’ is and give an example.
How does ‘word of mouth’ promotion work?
State two benefits of a ‘training scheme’ in promotion.

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 summarizes the key points of the lesson, reiterating the importance of various promotional methods. The teacher then assigns homework for pupils to research an example of each promotional method from Nigerian businesses.
Pupils’ Activity: Pupils listen to the summary and copy down the homework assignment.
Learning Point: Pupils consolidate their understanding and are encouraged to extend their learning.

Lesson Keywords

Promotion – Activities to communicate product merits and persuade customers.
Premium Offer – A gift or discounted item given with a product purchase.
Word of Mouth – Informal communication about a product by satisfied customers.
Trade-in Allowance – Price reduction for a new product when an old one is exchanged.
Sampling – Offering a small amount of a product for free trial.
Merchandising Incentives – Rewards for retailers to promote products effectively.
Training Schemes – Education for staff or customers about a product.

Differentiation

For pupils who grasp concepts quickly, the teacher can encourage them to identify less common examples of promotional activities. For pupils who need more support, the teacher will provide additional direct examples and simplified explanations, allowing them to focus on defining and recognizing the main types of promotion.

Note for teachers using this lesson plan

Ensure to bring actual product examples for premium offers and sampling to make the lesson more engaging and practical for the pupils. Encourage pupils to relate the concepts to products and services they encounter in their daily lives to deepen their understanding.