Class: Senior Secondary School 1 (SS1 / SSS 1)
Term: Third Term
Week: 4
Age: 15 years
Duration: 45 minutes
Subject: Marketing
Curriculum Theme: Trade
Previous Lesson: Advertising: Print Media Advantages And Disadvantages.
Topic: Promotion
Subject Matter: Meaning of promotion, Pricing off, Coupons, Sales competition, Loyalty schemes

Specific Objectives

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

Cognitive Domain:

Define promotion in marketing.
Identify various methods of sales promotion.
Explain the meaning of pricing off, coupons, sales competition, and loyalty schemes.

Affective Domain:

Appreciate the role of promotion in attracting customers.
Show interest in different promotional activities used by businesses.

Psychomotor Domain:

Give examples of products that use different promotional methods.
Identify promotional items or advertisements in their daily environment.

Participate in discussions about effective promotional strategies.
Relate promotional concepts to their own purchasing experiences.

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, SS1.
Anyanwu, A. (2018). Fundamentals of Marketing for Senior Secondary Schools. Ibadan: University Press PLC.
https://www.marketing-schools.org/types-of-marketing/promotion/
https://www.investopedia.com/terms/s/salespromotion.asp

Instructional Materials

The teacher will teach this lesson with the aid of:

Various product samples with promotional labels (e.g., “buy one get one free,” discount tags).
Pictures or charts illustrating different promotional activities.
Empty product packaging showing coupons or loyalty scheme details.

Rationale for the Lesson

This lesson helps pupils understand how businesses attract customers and encourage sales. Learning about promotion enables pupils to make informed decisions as consumers and understand marketing strategies used in the real world.

Prerequisite/Previous Knowledge

Pupils are expected to have basic knowledge of marketing concepts such as product, price, and place from previous lessons.

Lesson Content/Board Summary

Promotion

Meaning of Promotion

Promotion refers to all the activities undertaken by a business to communicate the merits of its products to target customers and persuade them to buy. It is a vital element of the marketing mix (product, price, place, promotion) that focuses on informing, persuading, and reminding customers.

Methods of Sales Promotion

Sales promotion involves short-term incentives used to encourage the purchase or sale of a product or service. Common methods include:

Pricing Off: This is a temporary reduction in the price of a product. Examples include “20% off,” “N500 discount,” or “buy one, get one free.” It aims to stimulate immediate sales by making the product more affordable.
Coupons: These are vouchers that offer a discount or a free item when presented at the point of purchase. Coupons can be printed in newspapers, magazines, online, or attached to products. They encourage trial or repeat purchases.
Sales Competition: These are promotional activities where customers participate in contests, sweepstakes, or games to win prizes. Examples include “scratch and win,” lotteries, or skill-based competitions. They create excitement and engagement around the product.
Loyalty Schemes: These programs reward customers for their repeated purchases. Customers accumulate points, stamps, or credits that can be redeemed for discounts, free products, or special services. Examples include frequent flyer programs, store loyalty cards, or point-based reward systems.

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 any recent advertisements or special offers they have seen in shops or on TV. The teacher then writes the topic “Promotion” on the board.
Pupils’ Activity: Pupils respond by mentioning various advertisements and offers they have observed.
Learning Point: Pupils are introduced to the lesson topic and connect it to their daily experiences.

Step 2: Meaning of Promotion

Time: 10 minutes
Teaching Skill: Explanation/Discussion
Teacher’s Activity: The teacher explains the meaning of promotion as all activities aimed at communicating the product’s value to customers and persuading them to buy. The teacher encourages pupils to discuss the importance of promotion for businesses and consumers.
Pupils’ Activity: Pupils listen attentively, ask questions for clarity, and contribute to the discussion on the importance of promotion.
Learning Point: Pupils understand the definition and general purpose of promotion.

Step 3: Pricing Off

Time: 5 minutes
Teaching Skill: Demonstration/Explanation
Teacher’s Activity: The teacher explains “pricing off” as a temporary price reduction. The teacher shows examples of products with “discount” or “buy one get one free” labels and asks pupils to identify similar offers they have seen.
Pupils’ Activity: Pupils observe the examples, ask questions, and share their experiences with pricing off offers.
Learning Point: Pupils understand pricing off as a promotional method and can identify examples.

Step 4: Coupons

Time: 5 minutes
Teaching Skill: Explanation/Illustration
Teacher’s Activity: The teacher explains what coupons are and how they are used to offer discounts or free items. The teacher shows examples of coupons from product packaging or printed advertisements.
Pupils’ Activity: Pupils observe the coupon examples and discuss how they or their parents have used coupons.
Learning Point: Pupils understand coupons as a promotional method and how they function.

Step 5: Sales Competition

Time: 5 minutes
Teaching Skill: Explanation/Questioning
Teacher’s Activity: The teacher explains sales competitions as promotional activities involving contests or games with prizes. The teacher asks pupils to recall any “scratch and win” or lottery promotions they know.
Pupils’ Activity: Pupils listen to the explanation and share examples of sales competitions they have encountered.
Learning Point: Pupils understand sales competition as a promotional method and can give examples.

Step 6: Loyalty Schemes

Time: 5 minutes
Teaching Skill: Explanation/Discussion
Teacher’s Activity: The teacher explains loyalty schemes as programs that reward repeat customers. The teacher asks pupils if they or their families use any loyalty cards or reward programs.
Pupils’ Activity: Pupils listen, ask questions, and discuss loyalty schemes they are familiar with.
Learning Point: Pupils understand loyalty schemes as a promotional method for retaining customers.

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.
Mention three methods of sales promotion discussed in class.
Explain what “pricing off” means with an example.
How do loyalty schemes encourage customers to buy repeatedly?

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/Consolidation
Teacher’s Activity: The teacher summarizes the key points of the lesson, emphasizing that promotion is essential for businesses to communicate with customers and drive sales. The teacher assigns homework: “Find and bring to class examples of any two promotional methods discussed today.”
Pupils’ Activity: Pupils listen to the summary and copy down the homework.
Learning Point: The lesson is consolidated, and pupils are given an activity to reinforce learning.

Lesson Keywords

Promotion – Activities to communicate product value and persuade customers.
Pricing off – Temporary reduction in product price.
Coupons – Vouchers offering discounts or free items.
Sales competition – Contests or games with prizes to attract customers.
Loyalty schemes – Programs rewarding customers for repeated purchases.

Differentiation

For pupils who grasp concepts quickly, the teacher can ask them to research other forms of promotion not discussed. For pupils who require more support, the teacher can provide additional real-life examples and simplified explanations of each promotional method.

Note for teachers using this lesson plan

Ensure to use visual aids and real-life examples to make the lesson relatable and engaging for the pupils. Encourage active participation through questions and discussions. Adapt the pace to suit the class’s understanding.