Types of Marketing Concepts and Their Differences for SS 1

Class: SS 1
Term: First Term
Week: 8
Age: 15 years
Duration: 60 minutes
Subject: Marketing
Curriculum Theme: Principles and practices of marketing
Focal competence: Utilising marketing concepts to formulate strategies that create customer value and drive business growth
Key competencies/values: Critical Thinking; Information Literacy
Skills:

• Formulating marketing strategies using marketing concepts

Previous Lesson: Marketing concept and Marketing concepts
Topic: Marketing Concepts: Marketing Concept Societal Marketing Concept
Subject Matter: Marketing concepts, Differences among the marketing concepts

Specific Objectives

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

Cognitive Domain

• differentiate among the marketing concepts;

Psychomotor Domain

• apply the marketing concepts in formulating marketing strategies.

Reference Materials

The following resources were used in planning this lesson:

• 2025 New Revised Senior Secondary Education Curriculum (SSEC)
• Relevant State Unified Scheme of Work
• A suitable Marketing textbook for Senior Secondary School 1
• The HeadTeacher Scheme of work For The New Revised Senior Secondary Education Curriculum (SSEC)

Instructional Materials

The teacher will teach this lesson with the aid of:

• Textbooks
• Internet-enabled devices (computers, smartphones)
• Video clips illustrating marketing campaigns
• Projectors
• Whiteboard and markers
• Flip charts or poster paper

Rationale for the Lesson

Understanding marketing concepts is fundamental for students to grasp how businesses operate and succeed in competitive markets. This lesson helps students recognise that effective marketing goes beyond just selling, focusing instead on customer needs and, increasingly, on broader societal well-being. This knowledge is crucial for developing critical thinking about business practices and for formulating strategies that create sustainable value.

Prerequisite/Previous Knowledge

Students should have a basic understanding of what marketing is and its importance in business, as covered in previous lessons.

Lesson Content/Board Summary

Marketing Concepts: Marketing Concept and Societal Marketing Concept

The Marketing Concept

The Marketing Concept is a business philosophy that states that achieving organisational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do. It is customer-centred, focusing on identifying and satisfying customer needs to achieve profit.

Key Elements of the Marketing Concept

1. Customer Focus: The primary emphasis is on understanding and satisfying customer needs and wants.
2. Integrated Marketing: All departments within the organisation work together to serve the customer’s interests.
3. Profitability: The ultimate goal is to achieve organisational profits through customer satisfaction.

Target Audience and the Marketing Concept

The target audience under the Marketing Concept is specifically defined as the group of customers whose needs and wants the company aims to satisfy. Extensive market research is conducted to identify this group and tailor products or services to them.

Customer-Value Relationship

The Marketing Concept builds customer value by offering products and services that precisely meet the identified needs and desires of the target market. Value is created when customers perceive that the benefits received outweigh the costs incurred, leading to satisfaction and loyalty.

Immediate Business Application

Businesses applying the Marketing Concept focus on:

1. Conducting market research to understand customer preferences.
2. Designing products and services that directly address those preferences.
3. Pricing products competitively based on perceived customer value.
4. Promoting products in ways that communicate their benefits to the target audience.
5. Ensuring efficient distribution to make products readily available to customers.

The Societal Marketing Concept

The Societal Marketing Concept is a marketing management philosophy that holds that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests. It extends the Marketing Concept by adding a concern for society’s well-being.

Key Elements of the Societal Marketing Concept

1. Customer Satisfaction: Meeting the immediate needs and wants of customers.
2. Company Profit: Ensuring the business remains profitable and sustainable.
3. Societal Well-being: Considering the ethical, environmental, and social impact of marketing decisions on society as a whole.

Target Audience and the Societal Marketing Concept

The target audience for the Societal Marketing Concept is broader. It includes not only the immediate customers but also all stakeholders in society who might be affected by the company’s activities, such as local communities, environmental groups, and future generations.

Customer-Value Relationship

Under the Societal Marketing Concept, customer value is created not just by satisfying immediate needs but also by ensuring that the products and processes contribute positively to the long-term well-being of both the customer and society. This includes offering safe, environmentally friendly, and ethically produced goods.

Immediate Business Application

Businesses applying the Societal Marketing Concept focus on:

1. Developing sustainable products and production processes.
2. Promoting corporate social responsibility (CSR) initiatives.
3. Considering the environmental impact of their operations (e.g., reducing waste, using renewable energy).
4. Ensuring fair labour practices and ethical sourcing.
5. Marketing products that are beneficial for both individual consumers and the wider community (e.g., healthy food options, energy-efficient appliances).

Differences Between the Marketing Concept and the Societal Marketing Concept

The two concepts differ primarily in their scope and ultimate focus:

1. Primary Focus:
   • Marketing Concept: Focuses on satisfying customer needs and wants to achieve company profit.
   • Societal Marketing Concept: Focuses on satisfying customer needs and wants, achieving company profit, AND enhancing society’s long-term well-being.
2. Time Horizon:
   • Marketing Concept: Tends to focus on immediate customer satisfaction and short-to-medium term profits.
   • Societal Marketing Concept: Considers the long-term interests of both customers and society.
3. Scope of Concern:
   • Marketing Concept: Primarily concerned with the customer and the company.
   • Societal Marketing Concept: Concerned with the customer, the company, and the broader society (environment, ethics, public health).
4. Decision-Making Criteria:
   • Marketing Concept: Decisions are guided by customer demand and profitability.
   • Societal Marketing Concept: Decisions are guided by customer demand, profitability, and societal impact.
5. Examples:
   • Marketing Concept: A fast-food chain offering a new burger flavour based on customer surveys.
   • Societal Marketing Concept: A fast-food chain offering healthier menu options, using sustainable packaging, and sourcing ingredients ethically.

Teaching Methods/Instructional Techniques

Discussion, Explanation, Group Work, Question and Answer, Guided Practice, Presentation

Instructional Procedures

Step 1: Introduction

Time: 5 minutes

Teaching Skill: Recalling/Engaging

Teacher’s Activity: The teacher greets the students and reviews the previous lesson on the meaning and importance of marketing. The teacher then introduces the topic of marketing concepts, asking students if they think businesses only care about making money.

Pupils’ Activity: Pupils respond to questions and listen attentively to the introduction of the new topic.

Learning Point: Introduction to marketing concepts

Step 2: Explanation of the Marketing Concept

Time: 10 minutes

Teaching Skill: Explaining/Defining

Teacher’s Activity: The teacher explains the Marketing Concept, defining it as a customer-centred philosophy. The teacher highlights its key elements: customer focus, integrated marketing, and profitability, providing simple examples of companies that embody this concept.

Pupils’ Activity: Pupils listen, ask questions for clarification, and take initial notes on the definition and elements of the Marketing Concept.

Learning Point: Understanding Marketing Concept

Step 3: Discussion of Marketing Concept Aspects

Time: 10 minutes

Teaching Skill: Facilitating Discussion

Teacher’s Activity: The teacher guides a discussion on how the Marketing Concept addresses target audience, customer-value relationship, and immediate business application. The teacher uses examples to clarify how businesses identify their target market and create value for them.

Pupils’ Activity: Pupils participate in the discussion, sharing their understanding and examples of businesses applying the Marketing Concept.

Learning Point: Marketing Concept application

Step 4: Explanation of the Societal Marketing Concept

Time: 10 minutes

Teaching Skill: Explaining/Comparing

Teacher’s Activity: The teacher introduces the Societal Marketing Concept, explaining how it builds upon the Marketing Concept by adding a focus on society’s long-term well-being. The teacher discusses its key elements: customer satisfaction, company profit, and societal well-being, providing examples of companies with strong CSR.

Pupils’ Activity: Pupils listen, compare it mentally with the Marketing Concept, and ask questions about the societal aspect.

Learning Point: Understanding Societal Marketing

Step 5: Discussion of Societal Marketing Concept Aspects and Group Activity

Time: 10 minutes

Teaching Skill: Guiding/Collaborating

Teacher’s Activity: The teacher guides a discussion on how the Societal Marketing Concept addresses a broader target audience, long-term customer-value relationship, and ethical business application. The teacher then divides students into groups and guides them to use digital tools (if available) or poster paper to create posters that explain either the Marketing Concept or the Societal Marketing Concept, highlighting their key features and applications.

Pupils’ Activity: Pupils discuss in groups, clarify aspects of the Societal Marketing Concept, and begin working on their posters, preparing to present their findings.

Learning Point: Societal Marketing application

Step 6: Differentiating Concepts and Strategy Formulation

Time: 5 minutes

Teaching Skill: Differentiating/Applying

Teacher’s Activity: The teacher facilitates a brief discussion comparing and contrasting the two concepts, using the groups’ poster presentations. The teacher then guides students in their groups to formulate simple marketing strategies for a hypothetical product (e.g., a new snack, a local service) based on either the Marketing Concept or the Societal Marketing Concept, explaining their choice.

Pupils’ Activity: Pupils present their posters, actively participate in the comparison, and work in groups to formulate and present their marketing strategies.

Learning Point: Differentiating marketing concepts

Step 7: Evaluation/Review

Time: 5 minutes

Teaching Skill: Questioning/Assessment

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

1. What is the primary focus of the Marketing Concept?
2. How does the Societal Marketing Concept differ from the Marketing Concept?
3. Give an example of a business applying the Societal Marketing Concept.
4. Mention two key elements of the Marketing Concept.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Assessment of understanding

Step 8: Note-Taking

Time: 10 minutes

Teaching Skill: Guided Writing

Teacher’s Activity: The teacher guides pupils/students to copy the essential Board Summary notes on Marketing Concept and Societal Marketing Concept into their notebooks.

Pupils’ Activity: Pupils/students copy the notes carefully into their notebooks.

Learning Point: Recording lesson notes

Step 9: Conclusion

Time: 5 minutes

Teaching Skill: Summarising/Reinforcing

Teacher’s Activity: The teacher summarises the main points of the lesson, reiterating the importance of understanding both customer needs and societal well-being in modern marketing. The teacher encourages students to observe how different businesses apply these concepts in their daily lives.

Pupils’ Activity: Pupils listen to the summary and ask any final questions.

Learning Point: Reinforcing marketing concepts

Continuous Assessment/Further Study

Type: Homework/Practice Exercise

Instruction: Answer the following questions in your notebook:

1. Identify a company in Nigeria that you believe primarily operates under the Marketing Concept. Explain your reasoning by describing how they focus on customer needs.
2. Identify a company in Nigeria that you believe demonstrates aspects of the Societal Marketing Concept. Explain how they consider both customer satisfaction and societal well-being.
3. Imagine you are launching a new brand of eco-friendly bottled water. Briefly outline a marketing strategy for this product based on the Societal Marketing Concept.

Lesson Keywords

• Marketing Concept – A business philosophy focusing on satisfying customer needs to achieve company goals.
• Societal Marketing Concept – A marketing philosophy that considers consumer wants, company requirements, and society’s long-run interests.
• Customer Focus – Prioritising the needs and wants of the target market.
• Integrated Marketing – All departments working together to serve customer interests.
• Societal Well-being – Concern for the ethical, environmental, and social impact of business activities.
• Customer Value – The perceived benefits a customer receives from a product or service compared to its cost.

Differentiation

For learners needing support: Provide simpler examples of companies for each concept. Offer sentence starters or templates for formulating marketing strategies. Pair them with more advanced learners during group activities for peer support.

For advanced learners: Challenge them to research and present case studies of Nigerian companies that have successfully implemented either concept. Ask them to critically evaluate the potential conflicts between profit motives and societal well-being in real-world scenarios.

Suggested Lesson Videos

For further understanding, search on YouTube for: Marketing Concept vs Societal Marketing Concept SS1