Marketing, Core Concepts and Scope of Marketing for SS 1

Class: SS 1
Term: First Term
Week: 1
Age: 15 years
Duration: 60 minutes
Subject: Marketing
Curriculum Theme: Principles and practices of marketing
Focal competence: Identifying and addressing customer needs profitably
Key competencies/values: Communication; Information Literacy
Skills:

• state the meaning of marketing
• explain the core concepts in marketing

Previous Lesson: Marketing Mix: Factors Affecting Market Environment
Topic: Overview Of Marketing
Subject Matter: Meaning of marketing, Core concepts in marketing, Scope of marketing

Specific Objectives

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

Cognitive Domain

• state the meaning of marketing;
• explain the core concepts in marketing;
• describe the scope of marketing.

Affective Domain

• appreciate the importance of understanding customer needs in marketing;
• participate actively in group discussions on marketing concepts;
• develop an interest in the field of marketing.

Psychomotor Domain

• illustrate the scope of marketing using diagrams or charts;
• relate core marketing concepts to real-life scenarios.

Social Domain

• collaborate effectively in group activities;
• share ideas and insights respectfully with peers.

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
• Marketing for Senior Secondary Schools, Book 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
• Cardboard papers and markers
• Computers
• Smart phones
• Internet access
• Marketing case studies or examples of advertisements
• Whiteboard/Blackboard and chalk/marker

Rationale for the Lesson

This lesson provides a foundational understanding of marketing, which is essential for students to grasp how businesses operate and satisfy customer needs. It introduces key terms and ideas that will be built upon in subsequent marketing topics. Understanding these concepts helps students appreciate the role of marketing in economic activities and everyday life.

Prerequisite/Previous Knowledge

Students should have a basic understanding of business activities and how goods and services are exchanged in society.

Lesson Content/Board Summary

Overview Of Marketing

Meaning of Marketing

Marketing is the process of identifying, anticipating, and satisfying customer needs and wants profitably. It involves understanding what customers desire, creating products or services to meet those desires, communicating their value, and delivering them effectively to the target audience. Essentially, marketing connects a business with its customers by creating value for both.

Core Concepts in Marketing

Several fundamental ideas form the basis of marketing:

1. Needs and Wants:
   • Needs: These are basic human requirements like food, water, shelter, clothing, safety, and belonging. They are fundamental and not created by marketers.
   • Wants: These are specific desires for particular satisfiers of needs. For example, a need for food might translate into a want for pounded yam and egusi soup. Wants are shaped by culture, individual personality, and marketing efforts.
2. Demand and Supply:
   • Demand: This refers to a want for a specific product backed by the ability and willingness to pay for it. Marketers aim to influence demand by making products desirable and accessible.
   • Supply: This is the quantity of a good or service that producers are willing and able to offer for sale at various prices during a specific period. Marketing helps manage the balance between demand and supply.
3. Market:
   • A market is a place or system where buyers and sellers interact to exchange goods, services, or information. It can be physical (like a local market) or virtual (like an online store). In marketing, a market also refers to the set of all actual and potential buyers of a product or service.
4. Target Markets:
   • A target market is a specific group of consumers or organizations that a business aims to reach with its marketing efforts. Businesses identify target markets to focus their resources on those most likely to buy their products, rather than trying to appeal to everyone.
5. Consumers:
   • Consumers are individuals or households who purchase goods and services for personal use. They are the end-users of products and services, and understanding their behaviour is central to marketing.
6. Customer Relationship:
   • This involves building and maintaining strong, long-term connections with customers by consistently delivering superior customer value and satisfaction. Effective customer relationship management (CRM) leads to customer loyalty and repeat business.

Scope of Marketing

The scope of marketing is broad and encompasses various activities and considerations. It is not just about selling or advertising; it involves a comprehensive process that includes:

1. Market Research: Gathering and analyzing information about customers, competitors, and market trends to identify opportunities and challenges.
2. Product Development: Designing and developing products or services that meet identified customer needs and wants.
3. Pricing: Determining the appropriate price for products and services to ensure profitability while remaining competitive and attractive to customers.
4. Promotion: Communicating the value of products and services to target customers through advertising, sales promotion, public relations, and personal selling.
5. Distribution (Place): Making products and services available to customers at the right time and place, through effective channels.
6. Customer Service: Providing support and assistance to customers before, during, and after a purchase to ensure satisfaction and build loyalty.
7. Relationship Management: Building and maintaining long-term, mutually beneficial relationships with customers and other stakeholders.
8. Branding: Creating a unique identity and image for products or services to differentiate them from competitors.

Marketing is a dynamic field that constantly adapts to changes in technology, consumer behaviour, and the global environment. It is a strategic function that guides business decisions from product conception to post-purchase support.

Teaching Methods/Instructional Techniques

Discussion, Explanation, Question and Answer, Group Work, Brainstorming, Demonstration, Guided Practice.

Instructional Procedures

Step 1: Introduction

Time: 5 minutes

Teaching Skill: Engaging/Questioning

Teacher’s Activity: The teacher greets the students and asks them what they understand by the word “market” or “marketing” in their everyday lives. The teacher then introduces the topic: “Overview of Marketing.”

Pupils’ Activity: Pupils respond to the teacher’s questions and listen attentively to the introduction.

Learning Point: Introduction to marketing

Step 2: Meaning of Marketing

Time: 10 minutes

Teaching Skill: Explanation/Brainstorming

Teacher’s Activity: The teacher guides students to work in groups to brainstorm on the meaning of marketing. After group discussions, the teacher consolidates their ideas and provides a comprehensive definition of marketing, explaining that it involves identifying customer needs, creating, communicating, and delivering value.

Pupils’ Activity: Students work in groups to brainstorm, then share their ideas. They listen to the teacher’s explanation and copy the definition.

Learning Point: Definition of marketing

Step 3: Core Concepts – Needs and Wants

Time: 8 minutes

Teaching Skill: Explanation/Discussion

Teacher’s Activity: The teacher explains the core concepts of “Needs” and “Wants,” providing clear examples for each. The teacher encourages students to differentiate between the two with examples from their own experiences.

Pupils’ Activity: Students listen, ask questions, and provide examples to distinguish between needs and wants.

Learning Point: Needs and wants distinction

Step 4: Core Concepts – Demand and Supply, Market

Time: 8 minutes

Teaching Skill: Explanation/Illustration

Teacher’s Activity: The teacher explains “Demand” and “Supply” and how they relate to marketing, emphasizing that demand is a want backed by purchasing power. The teacher also defines “Market” as a place or system for exchange and a collection of buyers.

Pupils’ Activity: Students listen, take notes, and ask questions for clarification on demand, supply, and market.

Learning Point: Demand, supply, market

Step 5: Core Concepts – Target Markets, Consumers, Customer Relationship

Time: 8 minutes

Teaching Skill: Explanation/Examples

Teacher’s Activity: The teacher explains “Target Markets,” “Consumers,” and “Customer Relationship,” using real-life examples of products and their target audiences. The teacher highlights how these concepts are interconnected in successful marketing.

Pupils’ Activity: Students listen to explanations, discuss examples, and understand the interconnectedness of the concepts.

Learning Point: Target markets, consumers, relationships

Step 6: Scope of Marketing

Time: 6 minutes

Teaching Skill: Guided Activity/Demonstration

Teacher’s Activity: The teacher guides students to use technological tools (if available, e.g., smartphones for searching images, or simply cardboard papers and markers) to create a diagrammatic illustration of the scope of marketing, covering aspects like product, price, promotion, and place. The teacher supervises and provides assistance.

Pupils’ Activity: Students work in groups to create diagrammatic illustrations of the scope of marketing, discussing the various elements involved.

Learning Point: Scope of marketing illustration

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 marketing?
2. Differentiate between needs and wants.
3. Mention any three core concepts in marketing.
4. Describe two aspects of the scope of marketing.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Understanding marketing concepts

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, core concepts, and scope of 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: Summarizing

Teacher’s Activity: The teacher briefly summarizes the key points of the lesson, reinforcing that marketing is about understanding and satisfying customer needs profitably, and that it involves a wide range of activities beyond just selling.

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

Learning Point: Marketing overview consolidation

Continuous Assessment/Further Study

Type: Homework

Instruction: Answer the following questions in your notebook.

1. Explain in your own words why understanding customer needs is important for a business.
2. Identify a product you use regularly and describe its target market.
3. Research and list three different types of markets (e.g., consumer market, industrial market).

Lesson Keywords

• Marketing – The process of identifying and satisfying customer needs profitably.
• Needs – Basic human requirements.
• Wants – Specific desires for particular satisfiers of needs.
• Demand – A want backed by ability and willingness to pay.
• Supply – Quantity of goods/services available for sale.
• Market – Place or system for exchange; group of buyers.
• Target Market – Specific group of consumers a business aims to reach.
• Consumers – End-users of products/services.
• Customer Relationship – Building long-term connections with customers.
• Scope – The range of activities involved.

Differentiation

For students who need support: Provide simplified definitions and more direct examples. Pair them with stronger students during group activities. Offer printed summaries of core concepts.

For students who need enrichment: Encourage them to research a local Nigerian business and analyze how it applies the core marketing concepts discussed. Ask them to present their findings to the class.

Suggested Lesson Videos

Search YouTube for: “Introduction to Marketing SS1 Nigeria” or “What is Marketing and its Scope for beginners”