A standalone lesson plan for every module of our Foundations of Marketing course — a learning objective, key vocabulary, a warm-up question, a full teaching outline and a classroom activity, sized for one 45–60 minute session. Free to download, print and adapt.
Lesson Plan Guides — 11 Modules
A standalone lesson-plan PDF for every module: a learning objective, key vocabulary, a warm-up question, a full teaching outline and a classroom activity — one module per 45–60 minute session.
Module 1 of 11
What Is Marketing?
Explain the marketing concept and distinguish a market orientation from a production or selling orientation; define needs, wants and demands.
Module 2 of 11
The Marketing Environment
Distinguish the internal, micro and macro environment, and apply PESTEL to scan the macro-environment.
Module 3 of 11
Marketing Research & the Marketing Audit
Distinguish primary and secondary research, and explain how a marketing audit uses SWOT to review a business’s position.
Module 4 of 11
Consumer & Buyer Behaviour
Identify factors that drive buyer behaviour and describe the five stages of the buyer decision process.
Module 5 of 11
Segmentation, Targeting & Positioning (STP)
Explain how businesses segment a market, choose a target segment, and build a market position.
Module 6 of 11
The Marketing Mix I — Product, Price
Explain the marketing mix concept, describe the three levels of a product, and compare pricing strategies.
Module 7 of 11
The Marketing Mix II — Place, Promotion
Explain how distribution channels work and describe the elements of the promotions mix.
Module 8 of 11
The Extended Mix (7Ps) — People, Process, Physical Evidence
Explain why the marketing mix was extended for services, and define People, Process and Physical Evidence.
Module 9 of 11
Branding & Positioning
Define a brand, explain brand equity, and describe brand extension strategy.
Module 10 of 11
Marketing Communications & Integrated Campaigns
Explain integrated marketing communications (IMC) and describe the loyalty ladder.
Module 11 of 11
Marketing Planning & Strategy
Use TOWS to move from a SWOT analysis to strategic options, apply Ansoff’s Matrix to growth decisions, and explain a business’s ethical and sustainability responsibilities.
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