LESSON 2

Exploring Promotion and the Elements of the Promotion Mix

Lesson Intention

To introduce elements of the promotion mix.
To understand the role of each element in business promotion.
To provide engaging activities for the student to analyze promotion strategy's real-world examples.

Lesson Content

Introduction to promotion and promotion mix.
Elements of the promotion mix: personal selling, advertising, relationship marketing, publicity, sales promotion and public relations.
Overview of the communication process in the promotion
The role of opinion leaders and word-of-mouth marketing.

Link to the Video

Activity Instructions

In groups, create a specific element of the promotion mix (advertising, personal selling, relationship marketing, sales promotion, publicity, or public relations).
Research their assigned element and find a real-world example of a company successfully using it in its promotion strategy.
Prepare a short presentation outlining the key features of the example, the communication process involved, and the role of opinion leaders or word-of-mouth marketing (if applicable).
After the presentations, Discuss the effectiveness of various promotion mix elements in different business contexts.

Group Activity

In groups, create a definition for the promotion and share this across groups, then check these against some recognized sources.
Create a table that shows each element of the promotional mix, how each works and an example from a business.
Using examples from the media, assess why a mix of promotional strategies is essential in marketing goods and services.

Individual Ativity

Critical Analyse Case Study: Starbucks (Handouts will be provided for this In-class Activity).

Choice/Differentiation

Students can prepare their presentations in different formats, such as PowerPoint, video, or an interactive activity.
Provide additional support or resources to students who may need assistance understanding the promotion mix elements.