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Paul Sparks, Online Business English Lesson Plans, Lesson Material and Ideas for Grade 1 English Conversation Lessons at Xiangtan Normal University...



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.


Marketing is involved in every stage of the development of a new product or service. Firstly it is involved in product development in coming up with a needed product or service, then making potential customers aware of it, then making them want it, and then selling it to them.

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:

  • Details about why they chose the product or service
  • Features and Benefits of the product
  • Who are the Target Market (age, sex, location etc)
  • Who are the competitors
  • "SWOT" analysis - Strengths, Weaknesses, Opportunities and Threats (See below for more information)
  • "PEST" analysis - Political, Economic, Social and Technological factors (See below for more information)
  • Goals and Objectives - How their company will expand etc.
  • "The Marketing Mix" (4 P's) - Product, Price, Place and Promotion
  • Where they would advertise, why they chose each form of media
  • How they would monitor the effect of their marketing strategy
The groups will be able to ask questions to each other after each presentation. The remainder of the lesson will involve a general discussion about marketing.

PEST (Political, Economic, Social and Technological factors) 
The "PEST" factors are all elements that may have an effect on your future business. 

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) 

SWOT (Strenghts, Weaknesses, Opportunities and Threats) 
SWOT standards for Strengths, Weaknesses, Opportunities and Threats and is critical to your marketing plan. Your marketing plan builds upon itself and one of the anchoring steps is the identification of SWOT. By completing the review of your business and your market you should be in good shape and armed with the information to identify your SWOTs and PESTs.  

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.  

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