Developing a Marketing Campaign

Lesson Overview

Curriculum Area: Edexcel BTEC Level 3 National Extended Diploma in Business
Unit: Unit 2 - Developing a Marketing Campaign
Duration: 90 minutes
Class Size: 23 students

Learning Objectives

• Understand the purpose and components of a marketing campaign rationale.
• Identify the steps in preparing a rationale for a marketing campaign.
• Apply reasoning skills to create a rationale for a given product/service.

Resources Required

• Whiteboard and markers
• Projector and computer
• "Rationale Preparation" worksheet
• A hypothetical product brief for use in activities
• PowerPoint slides for lesson guidance
• Flipchart paper and markers

Lesson Structure

Introduction (10 minutes)

1. Greeting and Settling In:
   Welcome students and take attendance. Remind them to have their notebooks ready.

2. Context Setting:
   Briefly introduce Unit 2 and how it integrates within the broader BTEC Level 3 Business curriculum. Highlight the significance of a marketing campaign in the business realm.

3. Learning Objectives Presentation:
   Display the learning objectives on the board. Encourage students to reflect on their current understanding of marketing campaign rationales.

Direct Instruction (20 minutes)

1. What is a Marketing Campaign Rationale?
   Explain the concept of a rationale as a structured justification for why certain marketing activities are chosen. Emphasise its purpose to stakeholders.

2. Components of a Rationale:
   Discuss key elements:

   • Objectives: Clear, measurable aims for the campaign.
   • Target Market: Who the campaign is designed for.
   • Marketing Mix (4Ps): The strategies around Product, Price, Place, and Promotion.
   • Budget and Timeframe: Financial planning and scheduling.
   • Evaluation Measures: How success will be measured.

3. Real-world Example Discussion:
   Present a real-world example of a successful marketing campaign (e.g., a campaign by a well-known UK brand). Deconstruct its rationale.

Guided Practice (25 minutes)

1. Group Activity – Analyzing a Hypothetical Product:
   Divide students into groups of 5. Provide each group with a brief for a hypothetical product. Each group analyzes the brief and discusses what should be included in the campaign rationale.

2. Worksheet Completion:
   Distribute the "Rationale Preparation" worksheets. In their groups, students complete the worksheet, outlining their initial thoughts on the rationale for the given product.

3. Class Discussion:
   Reconvene and allow each group to share one or two key points from their worksheets, encouraging an open discussion.

Independent Practice (20 minutes)

1. Individual Activity:
   Ask students to individually choose a product/service they are passionate about. They must draft a basic rationale on the provided worksheet, incorporating the components discussed.

2. Teacher Circulation:
   Move around the classroom, providing guidance and probing questions as students work independently.

Conclusion and Review (15 minutes)

1. Student Presentations:
   Select a few volunteers to present their draft rationales. Offer constructive feedback and encourage peer feedback.

2. Wrap-Up and Key Takeaways:
   Summarise the lesson’s key points. Reiterate the importance of a well-prepared rationale in marketing campaigns.

3. Homework Assignment:
   Instruct students to refine their rationale draft and prepare a one-page written document for submission in the next class.

Assessment

• Informal assessment through class participation, group activity observations, and individual worksheet completion.
• Formal assessment through the homework assignment, evaluating students’ understanding and application of a marketing campaign rationale.

Additional Notes

• Encourage creativity and critical thinking in rationale development.
• Ensure students are aware that their rationale should align with both realistic constraints and innovative solutions.