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Paul Sparks
- Xiangtan University, Online Postgraduate (Masters Degree) English Lesson Plans, Lesson Material and Ideas...
Speaking Lesson: MARKETING: ADVERTISING
AND PROMOTION OF A PRODUCT
Lesson Objectives:
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.
Lesson Activities: Students will work in
groups to design an advertising plan for a product.
WHAT IS MARKETING?
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 (Strengths, 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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