Marketing concept and Marketing concepts for SS 1

Class: SS 1
Term: First Term
Week: 7
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: Importance of green marketing and Greening the Marketing Mix
Topic: Marketing Concepts
Subject Matter: Meaning of marketing concept, Marketing concepts

Specific Objectives

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

Cognitive Domain

• Define the marketing concept.
• Discuss the various marketing concepts, including the Production, Product, and Selling Concepts.

Affective Domain

• Appreciate the importance of understanding different marketing philosophies.
• Participate actively in group discussions about marketing concepts.

Psychomotor Domain

• Create simple posters using digital tools to explain marketing concepts.

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 access
• Video clips explaining marketing concepts
• Projectors
• Computers or tablets for digital poster creation
• Whiteboard and markers

Rationale for the Lesson

This lesson is essential for students to grasp the foundational philosophies that guide marketing efforts. Understanding different marketing concepts helps students appreciate how businesses approach customer satisfaction and value creation. It provides a framework for analysing business strategies and prepares students for more advanced marketing topics.

Prerequisite/Previous Knowledge

Students should have a basic understanding of what marketing is and its general purpose, as well as an idea of consumer needs and wants.

Lesson Content/Board Summary

Marketing Concepts

Meaning of 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. It is a customer-centred approach that focuses on identifying customer needs and creating, communicating, and delivering value to satisfy those needs.

In essence, marketing involves understanding and connecting ideas such as:

1. Needs: Basic human requirements (e.g., food, shelter, safety).
2. Wants: Needs shaped by culture and individual personality (e.g., a specific brand of food).
3. Demand: Wants backed by buying power.
4. Markets: All actual and potential buyers of a product or service.
5. Consumers: Individuals who purchase goods and services for personal use.
6. Customer Relationships: The process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.

Various Marketing Concepts

Over time, businesses have operated under different philosophies regarding how to best achieve their objectives. These philosophies are known as marketing concepts. The main historical concepts include:

1. Production Concept

The production concept holds that consumers will favour products that are available and highly affordable. Therefore, management should focus on improving production and distribution efficiency. This concept is useful when:

1. Demand for a product exceeds supply.
2. The product’s cost is too high, and improved productivity is needed to bring it down.

Example: Early Ford Motor Company, which focused on mass production of the Model T to make cars affordable and widely available.

2. Product Concept

The product concept holds that consumers will favour products that offer the most quality, performance, and innovative features. Therefore, an organisation should devote its energy to making continuous product improvements. This concept can lead to “marketing myopia” if marketers focus only on the product and not on the underlying customer needs.

Example: A company that constantly adds new features to its smartphone without considering if customers actually desire or need those specific features, assuming that superior quality alone will guarantee sales.

3. Selling Concept

The selling concept holds that consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort. This concept is typically practised with unsought goods—those that buyers do not normally think of buying, such as insurance or blood donations. The focus is on creating sales transactions rather than building long-term customer relationships.

Example: Insurance companies or encyclopaedia sellers who rely heavily on aggressive sales techniques and promotions to persuade customers to buy their products.

Teaching Methods/Instructional Techniques

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

Instructional Procedures

Step 1: Introduction

Time: 5 minutes

Teaching Skill: Activating Prior Knowledge

Teacher’s Activity: The teacher greets the students and reviews the previous lesson briefly. The teacher then asks students what they understand by “marketing” and if they think all companies market their products in the same way.

Pupils’ Activity: Pupils respond to the teacher’s questions, sharing their understanding of marketing.

Learning Point: Introduction to marketing concepts

Step 2: Meaning of Marketing Concept

Time: 10 minutes

Teaching Skill: Explanation/Discussion

Teacher’s Activity: The teacher guides students to discuss the meaning of the marketing concept in a general class session, explaining it as a customer-centred philosophy. The teacher explains how needs, wants, demand, markets, consumers, and customer relationships are connected ideas in marketing.

Pupils’ Activity: Pupils participate in the discussion, ask questions, and contribute their ideas on the meaning of the marketing concept.

Learning Point: Understanding marketing concept

Step 3: Introduction to Various Marketing Concepts

Time: 5 minutes

Teaching Skill: Explanation

Teacher’s Activity: The teacher introduces the idea that businesses have operated under different philosophies, or “concepts,” over time to achieve their goals. The teacher lists the Production, Product, and Selling Concepts as the focus for the lesson.

Pupils’ Activity: Pupils listen attentively and note the different concepts to be discussed.

Learning Point: Overview of marketing philosophies

Step 4: The Production Concept

Time: 10 minutes

Teaching Skill: Explanation/Examples

Teacher’s Activity: The teacher explains the Production Concept, highlighting its focus on availability and affordability through efficient production and distribution. The teacher provides examples like early Ford Motor Company.

Pupils’ Activity: Pupils listen, take notes, and ask questions for clarification, relating the concept to real-world examples.

Learning Point: Production Concept explained

Step 5: The Product Concept

Time: 10 minutes

Teaching Skill: Explanation/Discussion

Teacher’s Activity: The teacher explains the Product Concept, emphasising its focus on quality, performance, and innovative features. The teacher discusses the potential pitfall of “marketing myopia” if customer needs are ignored.

Pupils’ Activity: Pupils engage in discussion, noting the characteristics and potential downsides of the Product Concept.

Learning Point: Product Concept understood

Step 6: The Selling Concept

Time: 5 minutes

Teaching Skill: Explanation/Comparison

Teacher’s Activity: The teacher explains the Selling Concept, focusing on aggressive selling and promotion, especially for unsought goods. The teacher compares it to the marketing concept’s focus on long-term relationships.

Pupils’ Activity: Pupils listen, compare the Selling Concept with previous concepts, and identify its key features.

Learning Point: Selling Concept identified

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 marketing concept?
2. State one key difference between the Production Concept and the Product Concept.
3. Give an example of a product or service typically marketed using the Selling Concept.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Assessment of 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 of marketing concept and the various marketing concepts 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: Reinforcement

Teacher’s Activity: The teacher summarises the main points of the lesson, reiterating the importance of understanding different marketing philosophies and how the marketing concept is customer-focused. The teacher encourages students to observe how different companies market their products.

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

Learning Point: Consolidation of marketing concepts

Continuous Assessment/Further Study

Type: Group Work/Project

Instruction: In groups of 3-4, choose one of the following concepts (Production, Product, or Selling Concept). Using digital tools (e.g., Canva, Google Slides, Microsoft PowerPoint), create a poster that:

1. Defines the chosen concept.
2. Lists its key characteristics.
3. Provides at least two real-world examples of companies or products that primarily operate under this concept.
4. Explains one advantage and one disadvantage of using this concept.

Be prepared to present your poster to the class next week.

Lesson Keywords

• Marketing Concept – A business philosophy focusing on identifying and satisfying customer needs and wants more effectively than competitors.
• Production Concept – Focuses on making products available and affordable through efficient production and distribution.
• Product Concept – Focuses on offering high-quality, high-performance, and innovative products.
• Selling Concept – Focuses on aggressive selling and promotion to persuade customers to buy.
• Needs – Basic human requirements.
• Wants – Needs shaped by culture and individual personality.
• Demand – Wants backed by buying power.

Differentiation

For struggling learners: Provide simplified definitions and more direct examples. Pair them with stronger students during group activities and offer additional guidance during poster creation. Focus on understanding the core definition of each concept.
For advanced learners: Challenge them to research and discuss the “Societal Marketing Concept” or the “Holistic Marketing Concept” as extensions of the lesson. Encourage them to critically analyse current marketing campaigns and identify which concept they align with most.

Suggested Lesson Videos

For further understanding, search on YouTube for: marketing concepts for ss1 nigeria