YOUR NAME: Ashley Jenkins

UNIT TOPIC/TITLE: Foundational Knowledge of Marketing Concepts

GRADE LEVEL: 9th Grade

STATE STANDARDS TO BE MET:

Content Standards:
MKT-MP-3.5 Explain the nature of marketing plans.
MKT-MP-3.7 Explain the concept of market segmentation.

ELA Standards:
ELACC9-10RL2: Determine a theme or central idea of text and analyze in detail its
development over the course of the text, including how it emerges and is shaped and
refined by specific details; provide an objective summary of the text.
ELACC9-10W2: Write informative/explanatory texts to examine and convey complex
ideas, concepts, and information clearly and accurately through the effective selection,
organization, and analysis of content.

LENGTH OF UNIT—5 DAYS

RATIONALE FOR SELECTING THIS TOPIC:

This topic is about gaining foundational knowledge of marketing concepts. Since

this is a 9th grade class, it is likely that known of them have had any business/marketing
classes being their first year in high school, nor have they taken any marketing courses
in high school year. It is possible for this same unit to be taught on older grades, but for
this project, we will be focusing on our 9th graders. In both of these Marketing Principles
standards, the students will be able to develop their skills pertaining to the ELA
standards in order to master those. When writing a marketing plan, the students need to
be able to determine a theme in their product or business, and we should be able to see
that theme throughout the whole plan. Marketing plans are required to be informative
and explanatory of what they want the customer or consumer to know. These skills will
also show when we delve into marketing segmentation. The target market will need to
be identified in the marketing plan, but we will further analyze the target market in the
3.7 standard. Students will have to research and analyze their consumer’s behavior in
order to finely tune their product or service to fit the needs of their target market and be
able to better communicate with them.
Lesson Plan #1

Your name_Ashley Jenkins________________________________

Standard:
MKT-MP-3.5 Explain the nature of marketing plans.

ELACC9-10W2: Write informative/explanatory texts to examine and convey complex

ideas, concepts, and information clearly and accurately through the effective selection,
organization, and analysis of content.

Objective(s):
Students will learn how to perform and implement a SWOT Analysis.

Method:
OPENING
Hook/ Anticipatory Set
To begin class, students will spend 5 minutes writing down the answer to this question:
“What are some external and internal factors that could affect a company (could be
positive or negative affects)?” We will then have a class discussion where the students
are welcome to share their answers to the question. We will discuss why their answers
might or might not be correct and explore what their thought process was when
discovering these answers.

Introduction
After our hook, I will then present the content through a presentation. We will discuss
marketing plans as a whole, and then we will dig a little deeper into one aspect of the
marketing plan which will be our SWOT (strengths, weakness, opportunities, and
threats) Analysis.

DURING
Next, I will give the students the rest of the class time to complete an individual
assignment. They will be tasked with coming up with a list of three strengths, three
weakness, three opportunities, and three threats to a business. Students will give this to
me on their way out the door as an exit slip. They must submit this in order to exit the
classroom, and I will grade these as a summative assessment.

The next day, we will use the class time for students to complete part two of the lesson.
Students will be split up into groups where they are responsible for thinking of a
company that they would like to work for. Each group must have their company
approved by the teacher before proceeding. It will then be the students’ job to think of
two strengths, two weakness, two opportunities, and two threats that are specific to their
company. This time students will take their list a step further and decide how the
company will respond and utilize these strengths, weaknesses, opportunities, and
threats. The students will have to present their plan to the class, so they will use their
class time to prepare their presentations.
CLOSING
Closing/ Review
On the last day of this lesson, we will spend the class time doing presentations. Each
group will give their list of SWOT and their analyzations and plans of action to the class.
The audience (their fellow classmates) will have the opportunity for a Q&A after each
presentation.

Specific Literacy Strategy (use name)

Exit Slip

Assessment:
Evidence that objectives were met
1. We will perform a formative assessment by letting the audience ask questions at
the end of each group presentation. Between the presentation and then the
follow-up questions afterwards, this will be a chance for the students to prove
that they mastered the first objective.
2. The students will receive a grade along with points of feedback on the rubric for
their group project as well as their individual assignment that they will complete in
class. This will be a form of summative assessment that will show that they have
met the second objective.
Lesson Plan #2

Your name_Ashley Jenkins________________________________

Standard:
MKT-MP-3.7 Explain the concept of market segmentation.

ELACC9-10RL2: Determine a theme or central idea of text and analyze in detail its
development over the course of the text, including how it emerges and is shaped and
refined by specific details; provide an objective summary of the text.

Objective(s):
Students will be able to properly identify a target market.
Students will learn how to reach and sell to their target market using the market
segmentation.

Method:
OPENING
Hook/ Anticipatory Set
At the beginning of class, students will spend 5 minutes to themselves writing down
their thoughts to this question: “Who do you think would purchase this product?”

We will then share answers as a class to see what characteristics the students gave to
the buyer of this product.

Introduction
Following the hook, the content of this lesson will be delivered by a presentation.
Students will discover the different categories used to identify a target market. They will
learn about geographic, demographic, psychographic, and behavioral characteristics
that are used in market segmentation.

DURING
After this content is given, we will perform a class activity called the Word Wall Race.
During this activity, the class will be split into two groups and there will be two charts on
the board (same chart just one chart for each team). The chart will be the 4 categories
of market segmentation (geographic, demographic, psychographic, and behavioral).
Each team will have a stack of notecards that will each have a characteristic on them.
The teams will race to see who can place each characteristic into the respective
categories and to see who can get the most correct.

The following day, the students will use class time to complete an individual assignment
that will be turned in for a grade. This Market Segmentation assignment will call for
higher order thinking as the students will be expected to come up with a target market
for a certain brand and product to include descriptions from the four different segments.
Behavioral - Benefits sought from the product, usage rate, buyer’s status and
loyalty to product (nonuser, potential user, first-time user, regular user)
Demographic - Age/generation Income, Gender Family life cycle, Ethnicity Family
size, Occupation Education level, Nationality Religion, Social Class
Geographic - Region (continent, country, state, neighborhood), Size of city or
town, Population density, Climate Suburban, rural, urban
The students will have to include in their assignment what marketing decisions they will
make in order to have their product reach their target market, how to make their target
market interested in the product, and how to convince their target make a purchasing
decision.

CLOSING
Closing/ Review
Students will be graded on their Marketing Segmentation assignment. Their
assignments will include feedback that they will then use as review for the unit test. We
will conclude this second day of this lesson with a final class discussion about
identifying a target market and how we reach our target market.

Specific Literacy Strategy (use name)

Word Wall

Assessment:
Evidence that objectives were met
1. The word wall will be a formative assessment to test the students’ understanding
of how to properly identify a target market, thus mastering the first objective.
2. The summative assessment will be the Marketing Segmentation individual
assignment that the students complete. Success on this assignment will identify
that the student has met the second objective.