Free Resources for
Students and Teachers of English as a Foreign Language in China - by Paul Sparks
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Lesson 19 - Advertising and Marketing
The purpose of this lesson is to increase the vocabulary of the students, as well as help them understand about advertising and marketing through a group activity.
WHAT IS MARKETING?
Each group of students will choose a product or service. They will then decide how to market the goods, both in China and Abroad. They will design a brief marketing plan to be presented to the class which should include the following areas:
Economic, Social and Technological factors)
Political factors include regulatory issues that affect your product line, legal aspects such as patents and copyrights, or just the current political climate.
Economic factors include current financial forces on your target market. Is there currently a recession? Is the stock market falling or rising, etc.
Social factors include changes in social trends, or demographic groups as they affect your target market and their current opinions. This could include changes in shopping habits, such as the increase in online shoppers. It could also include population increase in the over 50 group.
Technological factors include everything that affects your product, its market, or information-gathering efforts of your market that comes as a result of changes in technology. This would include the Internet, wireless communications, handheld electronic devices, and anything else technology-driven that is affecting your product or service.
All of the PEST factors will tie into and possibly have an affect on the strengths, weaknesses, opportunities, and threats you identify for your product and market - (Known as SWOT)
Weaknesses, Opportunities and Threats)
Your strengths and weaknesses are determined by internal elements, while opportunities and threats are dictated by external forces. Sometimes it is recommended to identify your opportunities and threats first in order to more quickly bring to light the product strengths or weaknesses that should be considered first.