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BusinessEnglish4

This lesson focuses on marketing strategies and business growth, aiming to equip students with the ability to understand, discuss, and create marketing strategies. It includes discussions, vocabulary building, analysis of marketing concepts, and group activities to develop and present a marketing strategy. Students will also complete homework analyzing a company's marketing strategy and a successful campaign.

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vanguyen103
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13 views4 pages

BusinessEnglish4

This lesson focuses on marketing strategies and business growth, aiming to equip students with the ability to understand, discuss, and create marketing strategies. It includes discussions, vocabulary building, analysis of marketing concepts, and group activities to develop and present a marketing strategy. Students will also complete homework analyzing a company's marketing strategy and a successful campaign.

Uploaded by

vanguyen103
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Business English Lesson 4: Marketing Strategies and Business Growth

Lesson Duration:

90 minutes (extendable to 2 hours depending on activities)

Lesson Objective:

By the end of this lesson, students will be able to:

 Understand and discuss basic marketing strategies.

 Use key marketing vocabulary and expressions.

 Analyze different types of marketing campaigns.

 Create and present a marketing strategy for a product or service.

Part 1: Warm-Up Discussion (10 minutes)

Discussion Questions:

1. What marketing strategies do you think are the most effective for promoting a product or
service?

2. Can you think of any recent marketing campaigns that caught your attention? What made them
stand out?

3. Why is marketing important for the growth of a business?

Encourage students to think about their experiences as consumers and share examples of marketing
strategies they’ve noticed in their daily lives.

Part 2: Business Vocabulary – Marketing and Advertising Terms (20 minutes)

Introduce the following key terms related to marketing and advertising. These will be used throughout
the lesson.

1. Target Audience:

o The specific group of people a company wants to reach with its marketing efforts.

2. Brand Awareness:

o The extent to which consumers recognize and remember a brand.

3. Market Research:

o The process of gathering information about consumers' needs and preferences.

4. Call to Action (CTA):


o A message designed to prompt an immediate response, such as "Buy Now!" or "Sign Up
Today!"

 Social Media Marketing:

 Using platforms like Instagram, Facebook, or Twitter to promote products or services.

 Search Engine Optimization (SEO):

 The process of improving a website’s visibility in search engine results.

 Influencer Marketing:

 Collaborating with individuals who have a large following on social media to promote products
or services.

Activity: Vocabulary Matching (10 minutes)

Create a list of definitions and ask students to match them with the correct marketing terms. You can use
this activity to reinforce their understanding of the key vocabulary.

Part 3: Marketing Strategy Concepts (20 minutes)

Discuss different types of marketing strategies that businesses use to reach their goals. Explain the
purpose of each strategy and provide real-world examples.

1. Product-Oriented Marketing:

o Focuses on promoting the product itself, emphasizing its unique features and benefits.

o Example: Apple’s marketing of the iPhone focuses on its innovative features, sleek
design, and user experience.

2. Customer-Centric Marketing:

o Puts the customer at the center, focusing on meeting customer needs and providing
personalized experiences.

o Example: Amazon uses customer data to recommend products and offer personalized
shopping experiences.

3. Content Marketing:

o Creating and sharing valuable, relevant content (such as blog posts, videos, or tutorials)
to attract and engage a target audience.

o Example: HubSpot’s blog offers free marketing advice and tools to attract potential
customers.

4. Digital Marketing:
o Uses digital channels such as social media, email, and search engines to promote
products and services.

o Example: Nike’s social media campaigns encourage users to share photos of themselves
using Nike products.

5. Word-of-Mouth Marketing:

o Encourages customers to share positive experiences with others, both online and in
person.

o Example: Referral programs that reward customers for recommending a product to


friends.

Part 4: Case Study Analysis (20 minutes)

Choose a well-known company and analyze its marketing strategy. For this case study, you can use a
brand like Coca-Cola, Tesla, or Starbucks.

Example: Starbucks’ Marketing Strategy

 Target Audience: Starbucks targets middle- to upper-class customers who are willing to pay
more for a premium coffee experience.

 Social Media: Starbucks has a strong presence on social media, where it engages with
customers, promotes new drinks, and shares user-generated content.

 Loyalty Program: Starbucks’ rewards program encourages repeat business by offering points for
each purchase that can be redeemed for free products.

Questions for Discussion:

1. What makes Starbucks’ marketing strategy successful?

2. How does Starbucks create a strong connection with its customers?

3. What could Starbucks do to improve its marketing efforts?

Part 5: Creating a Marketing Strategy (20 minutes)

In pairs or small groups, students will create a marketing strategy for a product or service of their choice.
They should consider the following elements:

1. Target Audience: Who are they trying to reach?

2. Marketing Channels: Will they use social media, email marketing, traditional advertising, or a
combination?

3. Key Message: What is the main message they want to communicate?


4. Call to Action: What do they want the audience to do (e.g., make a purchase, visit a website,
follow on social media)?

Each group will then present their strategy to the class.

Part 6: Presentation of Marketing Strategies (15 minutes)

Groups will take turns presenting their marketing strategies to the class. Encourage students to use the
vocabulary and marketing concepts they’ve learned throughout the lesson. After each presentation, ask
the class for feedback.

Feedback Questions:

1. Was the target audience clearly defined?

2. Did the marketing strategy seem effective for the product or service?

3. How could the strategy be improved?

Part 7: Wrap-Up and Homework (5 minutes)

Review:

 Recap key marketing strategies and vocabulary from the lesson.

 Emphasize the importance of understanding the target audience and using the right channels to
deliver a message.

Homework:

 Choose a company and analyze its marketing strategy. Write a short report (150-200 words)
about what makes the strategy effective and how it could be improved.

 Research a successful marketing campaign from the past 5 years and explain why it was
effective.

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