Round Rock ISD 5E Lesson Plan Teacher: Chasady Foster Date: April 7, 2013 Subject area / course / grade

e level: Marketing Principles (grades 9-12) Materials: Smart Board, computers TEKS/SEs: MKT-MP-8 Acquire foundational knowledge of marketing information and research to understand its scope on business and marketing decisions. Lesson objective(s): a) Define the role of marketing information management b) Contrast differences in primary and secondary data c) Define methods used to collect primary and secondary data d) Trace the steps in designing and conducting research Differentiation strategies to meet diverse learner needs: 1) Develop activities that target auditory, visual, and kinesthetic learners. 2) Use a variety of assessment strategies, including performance-based and open-ended assessment. 3) Offer students a choice of projects that reflect a variety of learning styles and interests. ENGAGEMENT In order to capture the students interest, I will provide a question or situation that raises questions and answers out of the students that way I can see what they already know. I will present a scenario similar to this: Have you ever thought about why an advertisement is portrayed the way that it is? For example, why does Dove tend to have average sized women in its commercials instead of skinny, average models? Do they have any statistics or proof that support their actions? It is my hope that after being questioned about this, the students will begin to think about where these ideas and this information come from. It is likely that one student will know that they pull this information from marketing research. It is also my hope that the students will begin to wonder how exactly they get this information. EXPLORATION It is important that the students explore this topic on their own/in groups, to have a better understanding of the concept before further instruction. I will create a worksheet filled with questions and a couple of case studies for the students to complete. The information on the sheet will cover the basics of primary and secondary data and conducting research. Students will be allowed to research this information on the computers in the classroom. I will listen in on the students and help re-direct them if they start wandering too far off. I will ask conceptual questions such as: What is primary data and secondary data? How are they implemented? What are different forms of marketing research? The case studies will present a situation that would commonly be found in marketing and ask the students what types of marketing research should be used, etc. EXPLANATION After students have explored the topic on their own, I will open up the floor for a type of question and answer session instead of a dry lecture. I will ask students questions that cause them to think and relate personal experiences to what I am asking. I am hoping that my questions will create a discussion for students to further examine the topic in their own way. While we are in our discussion, I will also throw out new terminology or concepts that the students may have never heard of, define them, and then ask for the students to give examples. I will ask questions such as How do you think Disney developed their target market for the new movie that was released, called Wreck it Ralph?, What do you think they did after developing their target market, and how did research play a part into that?. Aside from questions like this, I will introduce topics 1

Round Rock ISD 5E Lesson Plan such as ad concept testing, which ties hand in hand with those questions. This will allow the students to see the bug picture of marketing research, as well as tie all of the information together so that it makes more sense. ELABORATION In order to elaborate on this lesson, I will tie it in with real life. I will have the students break off into groups of 2 or 3. In their group, students will choose a business and develop a form of marketing research to further research a question or issue that their particular business might have. For example, a student might choose the local movie theater. A common problem that the theatre might have is that they have seen a drop in sales in the last month. The student would then develop a survey or form focus groups, or some form of research that would work to discover why this problem is happening, and what could help fix the problem. Students will then present this information to myself as well as their classmates, along with their findings after the project is over. The Smart Board will be used to enhance their presentations. This activity will allow students to see what it is like to work in marketing research. After this activity, they will know how to develop research tools, conduct research, and read data. This will allow students to see how easily marketing research is tied into our daily live and the constant decisions of businesses. EVALUATION In order to evaluate the students on what they have learned, I will give out a test at the end of the lesson. This will be embedded throughout the lesson because I will give practice quizzes that will have upcoming test questions on them, that way they know what to study for the exam. The test will mainly be open-ended with case studies that ask the students to take what they have learned and apply it, instead of just memorizing a definition.