MARKETING MANAGER: USING MEDIA CHANNELS
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 purchase their products and services. Students will discuss different media channels and the message they are trying to communicate. Students will create a product survey addressing an issue, need, or product improvement, and will then lead a focus group to discuss the issues.
Grade Level: Middle Grades
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 discuss different media channels and the message they are trying to communicate.
〉 Students will create a product survey and will lead a focus group to discuss a product issue, need, or improvement
Materials Needed:
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 how marketing managers target buyers to buy their products and services. We will discuss different types of media channels and the underlying message companies are trying to communicate. Students will then create a product survey for a focus group to discuss a product or service issue, need, or improvement.
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 on TV or on your devices, what are some of the commercials you remember seeing? - Response Suggestions: 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 discuss different types of media channels and the underlying message companies are trying to communicate. In Activity #2, students will create a product survey for a focus group to address a product issue, need, or improvement.
Read and familiarize yourself with the student worksheet for each activity
Activity #1: Media Channels
Students will learn how marketing managers target buyers to buy their products and services through advertising to their age group and other demographics. Students will discuss the different types of media channels and how and why they are targeted
Rules of the Simulation: Each student will be a farmer with 100 acres to farm of the same crop. Each round in the simulation represents a single harvest, and every farmer has a budget of $100 to spend on each harvest. Every acre takes $1 to plant, and each farmer must plant at least 50 acres each harvest. In addition to planting crops, the farmers will contribute any money left over after planting towards co-op advertising. After each farmer has identified how they will spend their $100 budget, the teacher will calculate how much the farmer made at the market. Regardless of what was made in previous harvests, each farmer only has a budget of $100 for each harvest.
Activity Instructions:
〉 Hand out the student worksheet.
〉 Introduce the activity and guide students as needed.
〉 Optional – provide online access to search for ads across different media channels.
〉 After completion, facilitate a discussion using the questions for the activity.
Activity Results: Students learned how companies research trends and pop culture to design products and services focused on a particular age group or demographic
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 target individuals with their advertisements? - 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 other 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.
Activity #2: Product Survey – Focus Group
Students will create a product survey addressing a product or service issue, need, or a product improvement, and will then lead a focus group to discuss the issues.
Activity Instructions:
〉 Assign individually or in groups.
〉 Hand out the student worksheet.
〉 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 a product survey and leading a product focus group.
Activity Discussion:
〉 Have you ever completed a product survey? If so, what was the product or service and what questions were you asked? - Allow students to share experience.
〉 What do you think are some of the benefits of performing a product survey and/or a focus group? - Sample answers may include: to test the market to see if there is interest for the product or service, to see where your current product or services are missing the mark, to determine the target audience and gauge interest in the product or service, discover if the product or service will be competitive with others in the market, etc.
〉 What are some other ways a marketing manager can solicit product or service feedback? - Sample answers may include: give out free samples to a test market, offer low introductory price for product or service to your target market, provide product or service for free for promoting on social media, 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 Manager
STANDARDS ALIGNMENT
Activity #1: Media Channels
English Language Arts Standards
〉 Determine the meaning of words and phrases as they are used in a text, including figurative, connotative, and technical meanings; analyze the impact of a specific word choice on meaning and tone, including analogies and allusions to other texts.
〉 Support interpretations, analyses, reflections, or research with evidence found in literature or informational texts.
Science and Engineering Practices
〉 Planning and carrying out controlled investigations to collect data that is used to test existing theories and explanations, revise and develop new theories and explanations, or assess the effectiveness, efficiency, and durability of designs under various conditions.
〉 Analyzing and interpreting data with appropriate data presentation (graph, table, statistics, etc.), identifying sources of error and the degree of certainty. Data analysis is used to derive meaning or evaluate solutions.
〉 Using mathematics and computational thinking as tools to represent variables and their relationships in models, simulations, and data analysis in order to make and test predictions
〉 Interact with data presented in multiple ways.
School Counseling Model and Standards Polic
〉 Demonstrate critical thinking and decision-making skills to make informed decisions Communicate effectively using oral, written, and listening communications skills
EDUCATOR RUBRIC
ITEM
REVIEWING ADVERTISEMENTS
PRODUCT SURVEY
Does Not Meet Expectations Meets Expectations Exceeds Expectations
Student did not evaluate 3 different advertisements and /or their answers to the questions about each advertisement were lacking in detail and clarity.
Student survey had fewer than 10 questions and the questions that were created did not include open ended questions.
PRODUCT SURVEY ANALYSIS
DISCUSSION QUESTIONS
Student written analysis of their product survey lacks details and specifics. Does not relate to the data collected.
Student evaluated 3 different advertisements and their answers to the questions about each advertisement had sufficient detail and clarity.
Student survey had 10 questions and included both specific and openended questions.
Student evaluated 3 different advertisements and their answers to the questions about each advertisement had excellent detail and clarity.
Student survey showed creativity in asking 10 questions. Their survey included both specific and open-ended questions.
Student written analysis of their product survey contains sufficient details and specifics. Student response relates back to the data collected.
Student written analysis of their product survey contains excellent details and specifics. Student uses specific data points collected in their analysis.
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: MEDIA CHANNELS
Introduction: Today, you are going to learn how marketing managers target buyers to buy their products and services by advertising to different age groups and demographics.
In marketing, demographics such as age, gender, race, family, income, and educational level are used to create ads to target a particular group to purchase their products or services.
Advertisers 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, email, and search engines.
Activity Description: In this activity, you will identify advertisements from multiple media channels to determine how marketing managers directly market to different demographics.
Activity Procedure: Think about all of the ads you have seen today across several media channels. List three different ads you have seen today, and then answer the questions for each ad.
Advertisement #1
Which media channel did you see the ad on? (billboard, TV, Facebook, Google, Instagram, Twitter, etc.)
What is the advertisement trying to sell?
What is the message the company is trying to convey?
What demographic group(s) might it be it trying to reach?
Advertisement #2
Which media channel did you see the ad on? (billboard, TV, Facebook, Google, Instagram, Twitter, etc.)
What is the advertisement trying to sell?
What is the message the company is trying to convey?
What demographic group(s) might it be it trying to reach?
Advertisement #3
Which media channel did you see the ad on? (billboard, TV, Facebook, Google, Instagram, Twitter, etc.)
What is the advertisement trying to sell?
What is the message the company is trying to convey?
What demographic group(s) might it be it trying to reach?
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 target individuals?
〉 Can you think of other commercials or ads you have seen that used stereotypes (age, gender, physical characteristics, race, family, income, educational level, etc.)?
ACTIVITY #2: PRODUCT SURVEY – FOCUS GROUP
Introduction: In this activity, you will create a product survey addressing a product or service issue, need, or a product improvement. A product survey is a tool that a company uses to learn what their users or potential users think about their product or service. It includes a series of specific questions and open-ended questions to determine what, if anything, you need to do to make the product or service better.
You will then have a focus group complete the survey, and will lead a discussion with the focus group regarding their responses to the issue.
Activity Description: You are a marketing manager tasked with creating a product survey to elicit responses and suggestions from a focus group addressing a product or service issue, need, or a product improvement.
Activity Procedure: Choose one of the items listed below or your own idea, and create a product survey addressing an issue, a need, or a product improvement
〉 Online application
〉 Food product
〉 Video game
〉 Social issue
〉 Other product or service of your choice
Creating a Product Survey
The first step in creating a Product Survey is to determine what you want to learn from the survey. Keep the survey short, no more than 10 questions, and focus on the problem, the issue, or what you are trying to achieve from soliciting the feedback.
Here are some things that a product survey commonly asks a prospective customer:
〉 Do you understand the purpose of the product?
〉 Do you know how to use the product?
〉 Do you like the product?
〉 Does this solve a need that you have?
〉 How much would you pay for the product?
〉 Does the product have the features you want?
〉 How could the product be improved?
〉 Would you recommend the product to others?
Now think about the product or service you are proposing. How would you make a survey that is more specific to your product or service? Ask yourself these questions below: What is your product?
Define the issue, the need, or the improvement needed to the product or service.
List what you hope to achieve from the product survey.
Step 1: Create the Product Survey
Now, create your Product Survey. Remember to include specific questions and open-ended questions.
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Step 2: Give the Product Survey to another group or classmate to complete.
Step 3: Lead a discussion of the survey results with the Focus Group (participants that completed the survey) and write what you learned from the group.
Activity Discussion:
〉 Have you ever completed a product survey? If so, what was the product or service and what questions were you asked?
〉 What do you think are some of the benefits of performing a product survey and/or a focus group?
〉 What are some other ways a marketing manager can solicit product or service feedback?
