The Marketing Scheme of Work for SS 1 Second Term is designed to provide students with a thorough understanding of the key principles of marketing, consumer behavior, and the organizational processes that influence buying and decision-making in the business world. This comprehensive guide will break down each topic, providing detailed explanations, examples, and a clear overview of the concepts. By the end of this term, students will be equipped with essential marketing knowledge that will not only serve their educational purposes but also help them understand real-world marketing applications.
Scheme of Work for Second Term:
| Week(s) | Topic(s) | Content |
|---|---|---|
| Week 1 | Marketing Mix | The 4 Ps of Marketing (Product, Price, Place, Promotion), how businesses use them to create and communicate value to customers. |
| Week 2 | What Marketing Does | The role of marketing in business, including creating awareness, building relationships, and driving sales. |
| Week 3 | Types of Markets I | Understanding consumer, industrial, and business markets and how each one influences marketing strategies. |
| Week 4 | Types of Markets II | Examining monopolistic, oligopolistic, and competitive markets and their impact on marketing tactics. |
| Week 5-6 | Consumer Behavior and Organizational Behavior I & II | Understanding factors influencing consumer decisions and how organizations behave when making purchasing decisions. |
| Week 7 | Organizational Behavior | How businesses make buying decisions, the roles of procurement, and the importance of organizational culture in these processes. |
| Week 8 | Organizational Buying Behavior | Detailed analysis of the stages of organizational buying, the role of decision-makers, and the impact of market conditions. |
| Week 9 | Marketing Planning Process & Marketing Research | How to develop a marketing strategy and the importance of market research in collecting valuable data. |
| Week 10 | Revision and Exams | Review of all topics and preparation for the final exam, including practice questions and study materials. |
In-Depth Explanation of Each Topic:
1. Marketing Mix (Week 1)
Overview: The Marketing Mix refers to the strategic combination of four key elements that businesses use to promote their products or services. These elements, known as the 4 Ps (Product, Price, Place, and Promotion), are essential for businesses to achieve their marketing goals and connect with customers.
Examples:
- Product: A phone company releases a new smartphone with advanced features, like a better camera, a longer battery life, and a faster processor.
- Price: A brand sets the price of its product based on the competition and target market’s willingness to pay, such as offering discounts for bulk purchases.
- Place: A clothing retailer partners with online shopping platforms like Amazon to increase the reach of their products.
- Promotion: A company runs an advertisement campaign on social media, targeting younger consumers who are likely to be interested in their fashion products.
2. What Marketing Does (Week 2)
Overview: Marketing is the process of promoting and selling products or services, including market research and advertising. It connects businesses with consumers and creates awareness of their offerings.
Examples:
- Creating Awareness: A new restaurant uses flyers and social media ads to introduce its brand to the local community.
- Building Relationships: A customer service team engages with clients via email to ensure satisfaction, turning a one-time buyer into a repeat customer.
- Driving Sales: An online retailer uses promotions like flash sales and limited-time offers to increase purchases.
3. Types of Markets I (Week 3)
Overview: There are various types of markets where businesses interact with consumers. These include consumer markets, business markets, and industrial markets.
Examples:
- Consumer Markets: A cosmetics company targeting individual consumers who buy beauty products.
- Business Markets: A company selling office equipment to large corporations.
- Industrial Markets: A manufacturer of machinery selling to other companies in the manufacturing sector.
4. Types of Markets II (Week 4)
Overview: This lesson covers monopolistic, oligopolistic, and competitive markets, explaining the characteristics of each and how they influence marketing strategies.
Examples:
- Monopolistic Market: A local water utility company that has no competition within a geographic area.
- Oligopolistic Market: The smartphone industry, where a few companies dominate the market, such as Apple and Samsung.
- Competitive Market: A retail clothing store competing with numerous other brands offering similar products.
5. Consumer Behavior and Organizational Behavior I & II (Week 5-6)
Overview: Understanding how consumers make purchasing decisions is key to successful marketing. This topic covers the psychological, social, and personal factors that influence consumer behavior and how organizations behave when making purchases.
Examples:
- Psychological Factors: A person buys a luxury item due to the desire for status and exclusivity.
- Social Factors: A consumer chooses a product based on recommendations from family or friends.
- Personal Factors: A person opts for an eco-friendly product because they prioritize environmental sustainability.
6. Organizational Behavior (Week 7)
Overview: This lesson focuses on how organizations make buying decisions, including the roles of decision-makers and the processes that influence their choices.
Examples:
- Procurement Decisions: A large corporation decides to outsource its IT services to a third-party vendor based on cost and expertise.
- Organizational Culture: A tech company prioritizes innovative products and works with suppliers that share its values.
7. Organizational Buying Behavior (Week 8)
Overview: This topic looks at how businesses make buying decisions, including the stages of the buying process and the role of decision-makers.
Examples:
- Need Recognition: A hospital recognizes the need for new medical equipment to improve patient care.
- Evaluation of Alternatives: A manufacturing company compares suppliers before choosing the best one based on quality, price, and delivery time.
8. Marketing Planning Process & Marketing Research (Week 9)
Overview: Students will learn how businesses develop a marketing plan and why marketing research is essential in creating strategies based on consumer behavior and market trends.
Examples:
- Marketing Plan: A company creates a detailed marketing strategy that outlines its target market, budget, and promotional activities.
- Market Research: A business conducts surveys to understand consumer preferences and adjust its product offering accordingly.
9. Revision and Exams (Week 10)
Overview: A final review of all topics will help students consolidate their understanding of the concepts covered throughout the term. Practice questions will prepare them for the exam, which will assess their knowledge and ability to apply marketing principles.
Conclusion:
The SS 1 Marketing Scheme of Work for Second Term will provide students with an in-depth understanding of marketing principles and how they are applied in real-world scenarios. By exploring the 4 Ps, various market types, and consumer behavior, students will learn how businesses make decisions that impact their success in the marketplace. The curriculum is designed to be engaging, practical, and accessible to all students, ensuring they can apply what they learn in the classroom to everyday business situations.