MARKETING MANAGER: MAKING PLANS
LESSON PLAN OVERVIEW
Career: Marketing managers determine the demand for products and services and create ads to get buyers to want and buy their products or services.
Lesson: This lesson plan provides activities for students to learn about marketing managers and how they target buyers to want and purchase their products and services. Students will create a detailed marketing plan to introduce a product or service. Students will then create marketing materials using three different media channels for the product or service
Grade Level: High School
Learning Objectives:
〉 Students will be introduced to the career of a marketing manager and how they promote their products and services to buyers.
〉 Students will create a detailed marketing plan to introduce a product or service.
〉 Students will create marketing materials using three different media channels for the product or service.
Materials Needed:
Activity #1: Marketing Plan
〉 Student worksheet
〉 Optional – online access to research marketing plans
Activity #2: Marketing Materials
〉 Student worksheet
〉 Materials needed to create three marketing ads
〉 Optional – online access to research media channels
TEACHER GUIDE
Lesson Instructions: The following activities will help you introduce students to how marketing managers create ads to get buyers to buy their products or services. Begin the lesson by reading the Class Message below to your students, then have them watch the recommended career video. Afterwards, facilitate discussion using the Class Discussion Questions listed below.
After the discussion, students will work on two activities. Each activity has a printable worksheet with student instructions and areas to record their work. Have students read their worksheets before beginning each activity.
You should also familiarize yourself with the student worksheets to provide assistance when needed, help demonstrate any procedures, and help in facilitating the discussion that ends each activity.
Class Message: Today, we are going to learn about a marketing manager and how they get us to want and buy their products or services. Marketing managers spend a lot of time researching and testing products and services to determine what people want and think they need before creating a product.
In this lesson, you will learn h ow marketing managers target buyers to buy their products and services. You will create a detailed marketing plan for a new or existing product or service. You will then create marketing materials using three different media channels for the product or service.
Let’s watch this short video to learn more about a marketing manager.
Class Discussion Questions:
〉 What is a product or service that you had to have because everyone else was buying it? - Response Suggestions: Products - devices and accessories (phone cover, stand/holder, ear buds, etc.), shoes, backpack, trendy clothing, etc. Services – hair styles, decorative nails, facials, etc.
〉 Why did you want these products or services? - Allow students to share experience.
〉 When you are streaming shows or when you are on social media, what are some of the commercials you remember seeing? - Response Suggestions: fashion, clothes, shoes, makeup, video games, cell phones, cars, food, etc.
〉 What types of shows, games, or sites were you on when you saw these commercials or advertisements? - Response Suggestions: playing a video game online; using YouTube, Facebook, Instagram, Twitter, Snapchat, TikTok, or Reddit; etc.
Activities Overview: This lesson plan includes two student activities. In Activity #1, students will create a detailed marketing plan for a new or existing product or service. In Activity #2, students will create marketing materials using three different media channels for the marketing plan created in Activity #1 for the selected product or service, and then present them to the class. Read and familiarize yourself with the student worksheet for each activity.
Activity #1: Marketing Plan
Students will use the information given to analyze and calculate how much it costs for farmers to raise livestock and how costs affect the price we pay at the grocery store.
Activity Instructions:
〉 Assign individually or in groups.
〉 Hand out the student worksheet.
〉 Introduce the activity and guide students as needed.
〉 Optional – provide online access to research marketing plan.
〉 After completion, facilitate a discussion using the questions for the activity.
Activity Results: Students learned how marketing managers create a marketing plan to introduce products and services to potential customers.
Activity Discussion:
〉 Why do you think it is important for a company to create a Marketing Plan?Sample answers may include: to thoroughly plan out the marketing of a product before spending money, help the company assess the market, determine their target audience, and select appropriate marketing media for promoting the company and their products and services.
〉 Why do you think it is important to research other competitors’ products or services? - Sample answers may include: to see how you can set yourself apart from the competition, to be in line with your price point, to offer your customer more than what the competitor can offer.
〉 Why is it important to identify and define your customer? - Sample answers may include: to focus money and advertising on reaching the target demographic
for the product or service, to gear products and services directly to your customer, to establish a relationship with your target customer.
Activity #2: Marketing Materials
Students will create marketing materials using three different media channels for the marketing plan created in Activity #1 for the selected product or service, and then present them to the class.
Activity Instructions:
〉 Assign individually or in groups.
〉 Hand out the student worksheet.
〉 Provide materials needed to create marketing materials. Students will create marketing materials using three different media channels (online, radio, or TV ad/commercial; social media post or influencer; magazine, newspaper, or billboard print ad) for their product or service.
〉 Optional – have students present their product or service to the class.
〉 Introduce the activity and guide students as needed.
〉 After completion, facilitate a discussion using the questions for the activity.
Activity Results: Students learned about the career of a marketing manager by creating three advertisements for different media channels for their selected product or service.
Activity Discussion:
〉 Why do you think it is important for a company to advertise on many media channels (TV, radio, online, social media, etc.)? - Sample answers may include: use the media that targets the age group(s) you are trying to sell your product or service to, include everyone because everyone is a potential customer, to reach the most people possible to buy the product and increase profits.
〉 Why do companies directly market to target audiences? - Sample answers may include: because the product is designed for that demographic, to advertise directly to their customer base, to get the most value from their advertising.
〉 Can you think of some commercials or ads you have seen that used demographic information to target customers (age, gender, physical characteristics, race, family, income, educational level, etc.)? - Sample answers may include: teenage clothing stores, baby products and toys, household cleaning supplies, clothing for women, products for the elderly, etc.
〉 Besides advertising, what else can a marketing manager do to get people to buy their products? - Sample answers may include: change or discount the price, give away samples for free, give out coupons to buy the products, temporarily reduce the cost of the product, provide demonstrations on how to use the product, change the packaging or its placement on shelves, change retailers, etc.
CAREER INSIGHT
Career Highlight: This lesson plan highlights some of the concepts and skills a Marketing Manager uses to get buyers to want and purchase their products and services. See the Employers in My Area section to contact businesses and organizations in your area about classroom demonstrations, on-site visits, or other additional career exposure opportunities.
Featured Career: Marketing Manager
Career Description: Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identifying potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.
Marketing Managers typically do the following:
〉 Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media
〉 Plan promotional campaigns such as contests, coupons, or giveaways
〉 Plan advertising campaigns, including which media to advertise in, such as radio, television, print, online media, and billboards
〉 Negotiate advertising contracts
〉 Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement
〉 Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
〉 Develop pricing strategies for products or services marketed to the target customers
〉 Meet with clients to provide marketing or related advice
〉 Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities
Other Names for this Career: Business Development Director, Business Development Manager, Commercial Lines Manager, Market Development Executive, Marketing Coordinator, Marketing Director, Brand Manager, Product Manager, Account Supervisor, Marketing Manager, Advertising & Promotions Managers
EDUCATOR RUBRIC
ITEM Does Not Meet Expectations Meets Expectations Exceeds Expectations
MARKETING PLAN
MARKETING MATERIALS
Student marketing plan lacked specific details and/or they did not complete all the requested sections.
Student did not create 3 separate marketing media plans.
Student marketing plan contained specific details and they completed all the requested sections.
Student created 3 separate marketing media plans.
Student marketing plan contained excellent details and they completed all the requested sections with specificity and attention to detail.
Student created 3 separate marketing media plans. Media plans were creative and unique.
DISCUSSION QUESTIONS
Did not participate in the activity discussions.
Participated in the activity discussions. Participated in the activity discussions and made connections to real world experiences and the profession of marketing.
ACTIVITY #1: MARKETING PLAN
Introduction: A marketing plan is a document that outlines your marketing strategy for your product. The marketing plan describes how you will promote, place, and price your product.
Typically, a marketing plan will include these elements:
〉 Define your product or service. Is there a market for this product or service?
〉 Determine how much you will charge for your product or service. How does your product align with competitor pricing?
〉 Define your customer. Who is your target customer?
〉 Determine where your product or service will be sold (i.e. brick and mortar store, online, both, etc.).
〉 Define how and where you will promote your product or service. Select different media channels (i.e. online, social media, influencer, TV, radio, billboard, print ad, etc.) to reach target audience.
Activity Description: You are a Marketing Manager and need to create a marketing plan for a product or service.
Activity Procedure: Follow the steps below to create your marketing plan for your product or service.
Define your product or service:
〉 Create a new product or service. What is something that is missing or needed in today’s society?
〉 Enhance an existing product or service such as an online app, video game, or online or in-person service.
What is your product or service?
Determine how much to charge for your product or service:
〉 Research similar products or services online to determine a competitive price for your product or service.
〉 Determine what you think people will pay for your product or service.
How much is your product or service?
Define your customer:
〉 Who is your target customer?
〉 Which demographic (age – baby, elementary, teens, 20’s, 30’s, 40’s, 50’s, elderly –gender, race, single, family, income, educational level, etc.) is your target customer?
Who is your target customer(s)?
Determine where your product or service will be sold:
〉 Will you sell your product in a brick and mortar store, online, both, or other source?
Where will your product or service be sold?
Determine where you will promote and advertise your product or service:
〉 Select media channels to reach your customers (i.e. online, social media, influencer, TV, radio, billboard, print ad, etc.).
Where will your product or service be advertised?
Activity Discussion:
〉 What did this exercise show about the relationship between a single farmer’s decisions and their effect on the group’s outcome?
〉 Were there harvests where a few farmers acted drastically different from the other farmers? What was the result of their budget decisions?
〉 How did the results of early harvests influence your decisions on how much to plant for future harvests?
〉 Many farmers in this situation would attempt to coordinate the amount they plant with other farmers. What would be the benefits and drawbacks of doing this?
ACTIVITY #2: MARKETING MATERIALS
Introduction: In this activity, you will use the information and research from Activity #1, Marketing Plan to create your marketing materials. You will create marketing materials for your product or service using three different media channels.
Most companies utilize multiple media channels to target their intended audience. Traditional media channels include newspapers, magazines, billboards, direct mail, radio stations, and television stations. Online media channels include websites, social media, influencers, email, and search engines.
Activity Description: You are a marketing manager tasked with creating marketing materials for your product or service using three different media channels.
Activity Procedure: Design and create the marketing materials for your product or service utilizing three different forms of media channels.
Here are some ideas to get you started:
〉 Video - Create a video advertisement to run on a TV network or an online website –create a script, assign roles, use props, rehearse, use cell phone to record the ad.
〉 Storyboard - Create a storyboard (a storyboard is a graphic organizer that consists of illustrations or images displayed in sequence for the purpose of pre-visualizing a commercial or advertisement) – use paper or poster board to create your storyboard.
〉 Voice Recording – Create a voice recording to use for radio or podcast. Write the script and record the message you want to share about your product.
〉 Print Advertisement – Create a print advertisement to include text and images to use in a newspaper, magazine, billboard, direct mail/email, or online ad.
〉 Online and Social Media Advertisement – Write the message for your product to share online and on social media.
Design and Create Your Marketing Materials
Marketing Media #1
Marketing Media #2
Present Your Marketing Materials
Activity Discussion:
〉 Why do you think it is important for a company to advertise on many media channels (TV, radio, online, social media, etc.)?
〉 Why do companies directly market to target audiences?
〉 Can you think of some commercials or ads you have seen that used demographic information to target customers (age, gender, physical characteristics, race, family, income, educational level, etc.)?
〉 Besides advertising, what else can a marketing manager do to get people to buy their products?
