Market and marketing, Beauty and Cosmetology Markets, Characteristics for SS 1

Class: SS 1
Term: Third Term
Week: 8
Age: 15 years
Duration: 60 minutes
Subject: Beauty and Cosmetology
Curriculum Theme: Enterprise Marketing
Focal competence: Recognizing Marketing and its importance in Enterprise Startup
Key competencies/values: Communication; Information Literacy
Skills:

• state the meaning of market and marketing
• explain the basic characteristics of markets

Previous Lesson: Goods, Services, Resources and Tools
Topic: Marketing Cosmetology (Goods And Services)
Subject Matter: Meaning of market and marketing, Basic characteristics of a market

Specific Objectives

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

Cognitive Domain

• state the meaning of market and marketing;
• explain the basic characteristics of markets;
• describe the meaning and characteristics of marketing.

Affective Domain

• appreciate the role of marketing in the beauty and cosmetology industry;
• value ethical practices in beauty market operations.

Psychomotor Domain

• identify examples of markets for beauty products and services;
• participate actively in brainstorming and research activities.

Social Domain

• collaborate effectively with peers during group discussions;
• communicate ideas clearly regarding market characteristics.

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
• The HeadTeacher Scheme of work For The New Revised Senior Secondary Education Curriculum (SSEC)
• Senior Secondary Beauty and Cosmetology Textbook for SS 1

Instructional Materials

The teacher will teach this lesson with the aid of:

• Samples of trade related products (e.g., shampoo, cream, nail polish)
• Workbooks
• Pictorial charts depicting traditional and modern beauty market scenes
• ICT Digital devices (e.g., projector, computer, internet access for research)
• Textbooks on Beauty and Cosmetology or Commerce
• Whiteboard/Chalkboard and markers/chalk

Rationale for the Lesson

This lesson is important for students to understand the foundational concepts of market and marketing, which are essential for success in any enterprise, especially in the beauty and cosmetology industry. It helps them recognize how beauty products and services reach consumers and the factors that define a successful market, thereby preparing them for future entrepreneurial roles.

Prerequisite/Previous Knowledge

Students should have a basic understanding of business concepts and the various types of goods and services available in society.

Lesson Content/Board Summary

Marketing Cosmetology (Goods And Services)

Meaning of Market

A market refers to any place, physical or virtual, where buyers and sellers meet to exchange goods and services. It is not necessarily a physical location but can be any arrangement that allows buyers and sellers to interact and transact. In cosmetology, a market could be a salon, a beauty supply store, an online platform selling cosmetics, or even a mobile beauty service.

Meaning of Marketing

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. It involves understanding customer needs, creating valuable products/services, communicating their benefits, and making them accessible to target customers. For cosmetology, marketing involves promoting salon services, selling beauty products, and building client relationships.

Characteristics of a Market

The basic characteristics that define a market include:

1. Buyers and Sellers: A market must have individuals or organizations willing to purchase (buyers) and individuals or organizations willing to offer (sellers) goods or services. In cosmetology, clients are the buyers and beauty professionals/salons are the sellers.
2. Goods and Services: There must be specific products or services available for exchange. For beauty markets, these include hair styling, skincare treatments, makeup application, nail services, and various beauty products.
3. Interaction/Communication: Buyers and sellers must be able to communicate or interact with each other to facilitate transactions. This can be face-to-face, through advertising, social media, or e-commerce platforms.
4. Price: There must be a price or value assigned to the goods or services being exchanged. This price is determined by factors like demand, supply, quality, and brand reputation.
5. Exchange: The core of a market is the actual transaction where ownership or access to goods/services is transferred from seller to buyer, usually in return for money.
6. Regulation/Standards: Especially in beauty and cosmetology, markets often operate under certain regulations, ethical standards, and quality controls to ensure client safety and satisfaction. This includes adherence to hygiene protocols, use of safe tools and products, and respectful conduct of practitioners.

Characteristics of Marketing

Marketing, as a process, also has distinct characteristics:

1. Customer-Oriented: Effective marketing focuses on understanding and satisfying customer needs and wants. In cosmetology, this means offering services and products that clients genuinely desire and benefit from.
2. Goal-Oriented: Marketing activities are designed to achieve specific objectives, such as increasing sales, building brand awareness, or attracting new clients.
3. Integrated Process: Marketing involves various interconnected activities like product development, pricing, promotion, and distribution, all working together to achieve marketing goals.
4. Dynamic: Marketing strategies must constantly adapt to changes in customer preferences, technology, competition, and economic conditions. The beauty industry, for instance, sees frequent trends and innovations.
5. Value Creation: Marketing aims to create and deliver value to customers, making them perceive the product or service as worth its price. For beauty services, this value includes enhancing appearance, boosting confidence, and providing relaxation.
6. Ethical Considerations: Responsible marketing in cosmetology emphasizes transparency, honesty, and ethical promotion of products and services, ensuring client well-being and trust.

Teaching Methods/Instructional Techniques

Discussion, Explanation, Question and Answer, Brainstorming, Guided Practice, Research, Practical Activity

Instructional Procedures

Step 1: Introduction

Time: 5 minutes

Teaching Skill: Engaging/Activating Prior Knowledge

Teacher’s Activity: The teacher greets the students and asks them to mention places where they buy beauty products or get beauty services. The teacher then links their responses to the concept of a market.

Pupils’ Activity: Pupils respond by mentioning places like salons, cosmetics shops, or online stores.

Learning Point: Introduction to markets

Step 2: Meaning of Market and Marketing Brainstorm

Time: 10 minutes

Teaching Skill: Brainstorming/Facilitation

Teacher’s Activity: The teacher guides students to brainstorm on the meaning of market and marketing, writing their ideas on the board. The teacher then provides the formal definitions based on the brainstormed ideas.

Pupils’ Activity: Pupils actively participate in brainstorming, sharing their understanding of market and marketing.

Learning Point: Market and marketing definitions

Step 3: Explanation of Market Characteristics

Time: 10 minutes

Teaching Skill: Explanation/Elaboration

Teacher’s Activity: The teacher explains the basic characteristics of a market, using examples from the beauty and cosmetology industry to make the concepts concrete. The teacher highlights how client care, hygiene, and safe products are inherent characteristics of a professional beauty market.

Pupils’ Activity: Pupils listen attentively, ask questions for clarification, and identify beauty-related examples for each characteristic.

Learning Point: Basic market characteristics

Step 4: Explanation of Marketing Characteristics

Time: 10 minutes

Teaching Skill: Explanation/Clarification

Teacher’s Activity: The teacher further explains the characteristics of marketing, differentiating them from market characteristics. The teacher emphasizes how marketing in cosmetology is customer-oriented and value-driven.

Pupils’ Activity: Pupils take notes and contribute examples of marketing characteristics in the beauty sector.

Learning Point: Characteristics of marketing

Step 5: Group Activity – Identifying Characteristics

Time: 10 minutes

Teaching Skill: Group Work/Application

Teacher’s Activity: The teacher divides students into small groups and provides them with scenarios related to beauty businesses. Each group is tasked with identifying the market and marketing characteristics present in their scenario.

Pupils’ Activity: Students work in groups to analyze scenarios and identify relevant characteristics, preparing to present their findings.

Learning Point: Applying market concepts

Step 6: Presentation and Discussion

Time: 5 minutes

Teaching Skill: Feedback/Discussion

Teacher’s Activity: The teacher invites groups to present their findings, providing feedback and facilitating a brief class discussion to reinforce understanding and correct any misconceptions.

Pupils’ Activity: Groups present their work, and other pupils engage in discussion and peer feedback.

Learning Point: Reinforcing understanding

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 a market?
2. Define marketing in your own words.
3. Mention two basic characteristics of a market.
4. Describe one characteristic of marketing.

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 the meaning and characteristics of market and marketing 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: Consolidation

Teacher’s Activity: The teacher summarizes the key points of the lesson, reiterating the importance of understanding markets and marketing for anyone aspiring to work in or own a beauty business. The teacher encourages students to observe how these concepts apply in their daily lives.

Pupils’ Activity: Pupils listen and reflect on the lesson’s main points.

Learning Point: Lesson consolidation

Continuous Assessment/Further Study

Type: Homework/Further Reading

Instruction: Research and write a short paragraph on how a specific beauty salon or product brand in your community applies at least three characteristics of marketing discussed in class. Also, mention how they ensure client care and hygiene.

1. Identify a local beauty salon or product brand.
2. Describe how they demonstrate three characteristics of marketing (e.g., customer-oriented, value creation, promotion).
3. Explain how they ensure client care and hygiene in their operations.
4. Submit your findings in writing next class.

Lesson Keywords

• Market – A place or system where buyers and sellers exchange goods and services.
• Marketing – The process of promoting and selling products or services, including market research and advertising.
• Buyers – Individuals or entities who purchase goods or services.
• Sellers – Individuals or entities who offer goods or services for sale.
• Exchange – The act of giving one thing and receiving another in return.

Differentiation

For students who grasp concepts quickly, encourage them to research different types of markets (e.g., consumer market, industrial market) and their relevance to cosmetology. For students needing more support, provide simplified definitions and more direct examples, perhaps using visual aids like pictures of local beauty businesses to illustrate market characteristics.

Suggested Lesson Videos

https://www.youtube.com/results?search_query=meaning+of+market+and+marketing+for+students
https://www.youtube.com/results?search_query=characteristics+of+a+market+and+marketing+beauty+cosmetology