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Lesson Plan
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Marketing - Lesson 1 of 3
Title
Marketing - Lesson 1 of 3
Overview
This is the first in a series of three lessons that will help students to understand the marketing process. This lesson will provide an overview of the principles of marketing and focus on the issue of packaging.
At the end of this lesson, students will be able to:
identify the 4 activities of marketing;
explain the importance of packaging in a marketing strategy;
demonstrate an understanding of packaging as a form of corporate intellectual property.
Duration
50 minutes
Teacher Prep Time
10 minutes
Materials Required
worksheet (Attachment 1)
assignment (Attachment 2)
Procedure
Provide a scenario for the class - you are going to buy a new computer. List 5 things you would ask or do before making your purchase.
Record suggestions on black board under these headings:
Product What features am I looking for? What brands have a reliable reputation? What is the warranty and service available?
Price How much am I prepared to pay? What price are competitors asking?
Promotion Review advertising material
Place Where can I buy it?
Teacher leads a discussion on the 4 activities of marketing
product
price
promotion
place
Teacher to draw out the importance of packaging and trade marks:
You go to the supermarket to buy a carton of milk. You have a choice of two well-known brands or trade marks that are similar in size, and price.
What do you base your selection on?
Take suggestion until packaging is suggested.
Lead discussion on the importance of packaging and trade marks:
To attract, give a positive impression, provide information or instructions
Definition: A trade mark can be a letter, number, word, phrase, sound, smell, shape, colour, logo, picture, aspect of packaging or any combination of these, which is used to distinguish goods and services of one trader from those of another.
Teacher introduces the concept of intellectual property:
Definition:Intellectual property (IP) represents the property of your mind or intellect. Types of intellectual property include patents, trade marks, designs, confidential information/trade secrets, copyright, circuit layout rights, plant breeder's rights etc.
Does the form of packaging, designed as part of a marketing campaign, fit the definition of intellectual property?
Why might a company wish to protect their intellectual property?
Students complete worksheet (Attachment 1).
Teacher presents assignment (Attachment 2).
References
Chapman S, Douglas N, et al (1998) Business Studies in Action HSC Course, Jacaranda Wiley Ltd - Chapter 13: Developing the Marketing Mix
Chapman S, Freak M & Ross S (1994) Concepts in Commerce, Jacaranda Press - Chapter 3: Business
Monaghan J (1994) Commerce the 1990's Way: Book 2 - Business & Employees, Longman Cheshire - Chapter 6: Running a Business
