Multi-Channel Marketing

Lesson Overview

Duration: 4 minutes
Class size: 10 students
Age group: 16-17 (Year 12)
Subject area: Other (Business Studies / Marketing)
National Curriculum reference:

• Business Studies Key Stage 5 (KS5) Programme of Study
• Focus on understanding marketing strategies including multi-channel marketing approaches to meet customer needs (Framework: National Curriculum for England, GCSE and A-Level Business specifications).

---

Learning Objectives (WALT)

• WALT: Understand the concept of multi-channel marketing and its importance to modern businesses.
• WALT: Identify at least three different marketing channels used in multi-channel campaigns.
• WALT: Recognise how multi-channel marketing meets diverse customer needs.

---

Success Criteria

By the end of the lesson, students will:

• Define multi-channel marketing correctly.
• List at least three marketing channels with examples (e.g., social media, email, physical stores).
• Explain how different channels can appeal to different customer segments.

---

National Curriculum Links

• Develop knowledge of marketing principles (KS5 Business Studies: marketing strategies).
• Analyse how businesses use multiple channels to improve customer engagement and sales.
• Encourage critical thinking and application of theory to practice.

---

Lesson Structure

1. Introduction (1 minute)

• Briefly introduce the term multi-channel marketing (e.g., “Using more than one marketing channel to promote products”).
• Provide a simple example: A fashion brand advertising both on Instagram and in their physical stores.

2. Activity: Channel Match-Up (2 minutes)

• Distribute a simple handout or projected slide listing various marketing channels on one side and customer types on the other (e.g., young adults, older customers, tech-savvy, traditional shoppers).
• Students quickly match channels to customer types in pairs (e.g., social media ads for young adults, newspapers for older shoppers).
• Afterwards, quickly discuss one or two matches as a class to reinforce learning.

3. Summary and Linking (1 minute)

• Recap multi-channel marketing and emphasise its value for businesses in reaching wider audiences.
• Highlight that using multiple channels helps cater to different customer preferences and improve marketing effectiveness.

---

Differentiation Strategies

• For learners needing additional support: Provide dyslexia-friendly fonts (e.g., OpenDyslexic) on worksheets; use clear, concise language; visual aids with icons for each channel.
• For advanced learners: Encourage identifying innovative or emerging channels (e.g., influencer marketing, chatbots) and discuss challenges of coordinating multi-channel campaigns.

---

Extension Activities

• Research example: Investigate how a chosen company uses at least three marketing channels and prepare a quick summary for next lesson.
• Create a mini multi-channel campaign plan for a new product targeting different customer segments.

---

Dyslexia-Friendly Support

• Use Arial or Comic Sans fonts in handouts.
• Colour-code marketing channels and customer types to aid matching activity.
• Provide printed notes with clear spacing and bullet points.

---

Assessment

• Formative: Observe accuracy and speed during matching activity.
• Informal questioning to check understanding during discussions.
• Use success criteria as a quick checklist to confirm learning outcomes.

---

This rapid, focused lesson perfectly blends curriculum objectives with active learning, differentiation, and dyslexia-friendly strategies, ensuring inclusivity and engagement despite the very short timeframe.