1. TOPIC: Topic 4: Marketing LESSON TITLE: The Marketing Mix (Promotion)
LEARNING INTENTION: To understand the elements of the promotional mix.
COMPETENCY FOCUS:
Creativity: learners will develop skills in creativity and design by firstly looking at how promotion is used in business to help them to reach their goals and secondly, to design their own promotional campaign responding to a creative brief from the client. 
Reasoning: Learners will develop skills in reasoning as after providing advantages and disadvantages for the use of the promotional mix, you will be required to make a reasoned judgment.
[IB Learner Profile Development: Open-minded]
Success Criteria
By the end of the lesson, I can…
1) To identify the role of an advertising agency (gui)
2) To explain the role of an advertising agency in promoting a company’s products/services (Reg)
3) To evaluate the use of professional agencies in ensuring promotional success (Reg-Str)
SMSC: You will assess the organisational culture of businesses in terms of fundamental structure, purpose and strategy development.
CRITICAL THINKING KEY:
Knowledge Application Analysis Evaluation

2. The Marketing Mix Also known as the 4P’s (product)/7P’s (service)
Businesses must consider its marketing mix in order to market its products successfully
To meet customer’s wants/needs, marketers must create the right product, at the right time, at the right price, make it available at the right place and let customers know about it through promotion.

3. The Marketing Mix [

4. PROMOTION How is the product advertised?
How is the product promoted? Are there any promotions on the product (BOGOF, 10% extra free, free gift)?
How the business attempts to communicate with various target audiences
Is a key element to the overall marketing mix

5. AIDA MODEL (BUYER DECISION-MAKING PROCESS)

7. MARKETING COMMUNICATION MODEL

8. PROMOTION Advertising (above-the-line/below-the-line)
Sales promotion (i.e. BOGOF)
Online advertising
Personal Selling
Public Relations
Direct Marketing
Sponsorship
Advertiser’s tricks:
Celebrity endorsement
Put-down competition (i.e. Asda’s price promise
Jumping on the bandwagon: everyone else is buying this product, why aren't you?

9. Promotional Objectives
These objectives allow the monitoring, feedback and assessment of the success of the promotional mix.
Possible objectives may be:
To clarify customer needs
To increase brand awareness
To increase product knowledge
To improve brand image
To increase repeat customer rate
To improve financial position

10. What factors influence the promotional mix?
Costs Vs Benefits
Exposure to the target market
Type of market (B2B/B2C)
State of the market
Competitors
Budget available
Timing requirements
Positioning

11. INDEPENDENT TASK
Design and develop a promotional campaign for EE.