11th Grade Marketing Plan Lesson Plan

Topic: Marketing Plan

Objectives & Outcomes

• To understand the basics of marketing plan and its function in business operation.

Content

• Introduction to marketing plan
• Content of a marketing plan
• Format of a marketing plan
• Examples of marketing plans
• Conclusion

Introduction

• A marketing plan is a strategic plan that provides a clear vision of how a business intends to achieve its marketing objectives and overall company goals.
• A well-written marketing plan can help a business achieve its goals by providing a clear vision and actionable steps on how to market the business and its products or services.

Content of a marketing plan

• The content of a marketing plan typically includes an overview, objectives and goals, strategies and tactics, implementation plan, and evaluation and monitoring plan.
• The overview provides an overall view of the marketing plan, while the objectives and goals section defines the vision and mission of the plan.
• Strategies and tactics are the steps and actions that will be taken to achieve the objectives and goals. The implementation plan is a detailed timeline for the strategies and tactics, and the evaluation and monitoring plan provides a system for evaluating the effectiveness of the marketing plan.
• A marketing plan can also include additional content, such as an organization and planning section, resources and budget section, and an appendix section.

Format of a marketing plan

• A marketing plan can be written in any format, such as an outline, text document, or presentation.
• A marketing plan typically includes an introduction, overview, objectives and goals, strategies and tactics, implementation plan, evaluation and monitoring plan, and appendix. However, the order and format of the sections can be customized to meet the needs of the business.

Examples of marketing plans

• Example of a marketing plan outline:
• Example of a marketing plan text document:
• Example of a marketing plan presentation:

Conclusion

• A marketing plan is a

The History of Marketing

The history of marketing can be traced back to ancient times. Archaeological evidence shows that long before the emergence of modern marketing and the field of marketing research, early humans were engaged in a variety of activities that can be considered forms of marketing, including the trading of goods, negotiation of services, and promotion of entertainment and events.

• Since the emergence of modern marketing and the field of marketing research, the field of marketing has grown rapidly, becoming a sophisticated and well-developed discipline. Today, marketing is one of the most important and influential fields in the business world.
• In this chapter, we will explore the history of marketing, beginning with a brief overview of the emergence of modern marketing and continuing with a discussion of some of the most important moments and developments in the history of marketing.
• Introduction to Marketing
• The concept of marketing emerged in the late 19th century when the field of marketing research began to take form and marketing professionals began to develop a set of common practices and principles. The earliest forms of marketing, however, date back to ancient times.
• Marketing in Ancient Times
• Archaeological evidence indicates that long before the emergence of modern marketing and the field of marketing research, early humans were engaged in a variety of activities that can be considered forms of marketing, including the trading of goods, negotiation of services, and promotion of entertainment and events.
• For example, tens of thousands of years ago, early humans may have engaged in bartering or trading of certain goods or services with one another. They may have negotiated to exchange certain goods (e.g., food, shelter, clothing) for other goods or services they needed or wanted. They may have also promoted certain events or entertainment (e.g., religious ceremonies, sporting events) in order to attract more people and generate more interest and attention.
• Archaic and Pre-Modern Marketing
• Over time, as human societies became more complex, marketing activities also became more sophisticated and well-developed. In ancient times, for example, traders in some cultures developed the practice of branding their goods in order to differentiate them from those of their competitors. In China, for example, traders began branding their goods with trademarks around 1000 BCE.
• Traders in ancient Mesopotamia also developed early forms of advertising and promotions. They created labels for their goods that included information about the quality and source of the goods. They then hung these labels on posts or poles near the marketplace where their goods were sold.
• As trade routes expanded and more markets opened up, traders began to travel further in search of new opportunities. As a result, merchants and traders in different cultures began to interact and exchange more frequently, leading to the emergence of international trade.
• Importantly, the earliest examples of international trade show that marketing activities and principles were already well-established by this time. For example, merchants in ancient times treated their customers with a high
• dards of respect and courtesy. They were also very knowledgeable about their products, pricing, and marketing methods.
• Modern Marketing Emerges
• Since the emergence of modern marketing and the field of marketing research, the field of marketing has grown rapidly, becoming a sophisticated and well-developed discipline. Today, marketing is one of the most important and influential fields in the business world.
• In this chapter, we will explore the history of marketing, beginning with a brief overview of the emergence of modern marketing and continuing with a discussion of some of the most important moments and developments in the history of marketing.
• Emergence of Modern Marketing
• The concept of marketing emerged in the late 19th century when the field of marketing research began to take form and marketing professionals began to develop a set of common practices and principles.
• Up until this time, marketing was primarily considered a set of informal activities and was not well-organized or structured. As a result, there was little research or knowledge about marketing and its activities and practices.
• The emergence of modern marketing is often attributed to the publication of several influential books in the late 19th century. One of these books was "Principles of Marketing" by Alfred Marshal, which was published in 1890. Another was "The Principles of Scientific Marketing" by Walter Dill Scott, which was published in 1914.
• These books laid the foundation for the field of marketing research and the development of a more sophisticated and scientific approach to marketing.
• Marshal's book introduced the concept of the 4P's of marketing - product, price, place, and promotion. These 4P's have become the foundation for modern marketing and the foundation for any marketing plan.
• Scott's book introduced the concept of market segmentation, which is one of the most important concepts in modern marketing. Market segmentation refers to the process of dividing a market into smaller groups of customers or consumers with similar needs, wants, and characteristics.
• Modern marketing also emerged as a result of other important historical events and developments. For example, the industrial revolution of the 19th century and the rise of mass production and consumption led to the emergence of large-scale, centralized marketing campaigns and organizations.
• The development of the railroad and other forms of mass transportation in the 19th century also contributed to the emergence of modern marketing. This is because it made it easier for marketers to reach and target larger audiences with their campaigns and promotions.
• Other important developments that helped to shape and form modern marketing include the scientific approach to marketing research, the emergence of advertising as a key marketing tool, and the growth of marketing research and the marketing discipline.
• Marketing Research and the Marketing Discipline
• As the field of marketing research and the marketing discipline began to take shape in the late 19th century and early 20th century, marketers began to develop a set of common practices and principles.
• One of the most important developments

Guidelines for Writing a Marketing PlanTitle

• **Guidelines for Writing a Marketing Plan**
• The following is a list of guidelines for writing a marketing plan, based on the marketing plan template provided in this handout and on the knowledge and experiences of the instructor:
• 1. Clearly identify the target market(s) for the product or service.
• 2. Clearly identify the product or service and its unique benefits and attributes.
• 3. Conduct a thorough market research and analysis, including a review of the competition, a review of current market trends and conditions, and a demographic and psychographic analysis of the target market(s).
• 4. Develop a clear and well-defined marketing strategy and plan, including a detailed description of the marketing mix (i.e., the 4P's) that will be used to promote and sell the product or service.
• 5. Develop a realistic budget for the marketing plan, including money for advertising, promotional activities, marketing materials (e.g., brochures, flyers, etc.), and any other marketing-related expenses.
• 6. Develop a timetable for implementing the marketing plan, including a schedule for conducting marketing campaigns and for monitoring and evaluating the effectiveness of the marketing plan.
• 7. Develop a communications plan for informing and educating consumers about the product or service. This should include a detailed plan for disseminating information about the product or service through advertising, direct marketing, public relations, and any other methods deemed appropriate.
• 8. Develop a plan for managing and maintaining the marketing plan on an ongoing basis. This should include a detailed plan for monitoring and evaluating the effectiveness of the marketing plan, making adjustments as needed, and updating the plan as market conditions or the product or service changes.
• 9. Present the marketing plan in a clear and organized manner, using good writing and presentation skills. This should include a cover page with the title of the marketing plan, the name of the product or service, and the target market(s); a clear and well-organized outline; and professional-looking and -sounding graphics, such as charts and graphs.

IntroductionTitle

• **Introduction**
• The following is a brief introduction to the marketing plan, based on the marketing plan template provided in this handout and on the knowledge and experiences of the instructor:
• 1. Clearly identify the target market(s) for the product or service.
• 2. Clearly identify the product or service and its unique benefits and attributes.
• 3. State the objectives of the marketing plan (e.g., to increase sales, to increase market share, to increase brand awareness, to meet a certain profit target, etc.).
• 4. Outline the marketing strategy and plan, including a detailed description of the marketing mix (i.e., the 4P's) that will be used to promote and sell the product or service.
• 5. Outline the budget for the marketing plan, including money for advertising, promotional activities, marketing materials (e.g., brochures, flyers, etc.), and any other marketing-related expenses.
• 6. Outline the timetable for implementing the marketing plan, including a schedule for conducting marketing campaigns and for monitoring and evaluating the effectiveness of the marketing plan.
• 7. Outline the communications plan for informing and educating consumers about the product or service. This should include a detailed plan for disseminating information about the product or service through advertising, direct marketing, public relations, and any other methods deemed appropriate.
• 8. Outline a plan for managing and maintaining the marketing plan on an ongoing basis. This should include a detailed plan for monitoring and evaluating the effectiveness of the marketing plan, making adjustments as needed, and updating the plan as market conditions or the product or service changes.
• 9. Conclude with a statement about the importance of the marketing plan and a commitment to implement the plan effectively.SECTION 1: Target MarketTitle
• **Target Market**
• The following is a detailed description of the target market(s) for the product or service, based on the marketing plan template provided in this handout and on the knowledge and experiences of the instructor:
• 1. Describe the target market(s) in terms of size, demographics, psychographics, and any other characteristics that are relevant to the marketing plan.
• 2. Describe the needs and wants of the target market(s).
• 3. List and discuss the competition in the target market(s).
• 4. Discuss how the product or service will address the needs and wants of the target market(s) and how it will distinguish itself from the competition.
• 5. Discuss any other marketing-related information that is relevant to the marketing plan.SECTION 2: Product or ServiceTitle
• **Product or Service**
• The following is a detailed description of the product or service, based on the marketing plan template provided in this handout and on the knowledge and experiences of the instructor
• 1. Describe the product or service in terms of its unique attributes and benefits.
• 2. Discuss any limitations or restrictions on the use or purchase of the product or service.
• 3. Discuss any relevant technical or legal requirements or restrictions that apply to the product or service.
• 4. Discuss any relevant environmental or safety considerations that apply to the product or service.
• 5. State the intended users or buyers of the product or service.
• 6. Discuss any relevant cultural or social considerations that apply to the product or service.
• 7. Discuss any relevant regulatory considerations that apply to the product or service.
• 8. Discuss any additional marketing-related information that is relevant to the marketing plan.SECTION 3: Marketing Strategy and PlanTitle
• **Marketing Strategy and Plan**
• The following is a detailed description of the marketing strategy and plan, based on the marketing plan template provided in this handout and on the knowledge and experiences of the instructor:
• 1. Discuss the overall marketing strategy for the product or service.
• 2. Discuss the marketing mix (i.e., the 4P's) that will be used to promote and sell the product or service.
• 3. Discuss the specific marketing communications that will be used to promote and sell the product or service.
• 4. Discuss the specific strategies and tactics that will be used to promote and sell the product or service.
• 5. Discuss any additional marketing-related information that is relevant to the marketing plan.SECTION 4: BudgetTitle
• **Budget**
• The following is a detailed description of the budget for the marketing plan, based on the marketing plan template provided in this handout and on the knowledge and experiences of the instructor:
• 1. Discuss the amount of money that will be spent on marketing-related expenses, including money for advertising, promotional activities, and any other expenses deemed appropriate.
• 2. Discuss any funds that will be provided by partners or collaborators, if applicable.
• 3. Discuss any funds that will be provided by the target market(s), if applicable.
• 4. Discuss any funds that will be provided by the organization itself, if applicable.
• 5. Discuss any additional marketing-related information that is relevant to the budget.SECTION 5: TimetableTitle
• **Timetable**
• The following is a detailed description of the timetable for implementing the marketing plan, based on the marketing plan template provided in this handout and on the knowledge and experiences of the instructor:
• 1. Discuss the schedule for releasing the product or service to the target market(s).
• 2. Discuss the schedule for conducting the various marketing campaigns.
• 3. Discuss the schedule for implementing any additional marketing-related activities or initiatives.
• 4. Discuss any other relevant timing considerations