Active learning ideas
Identifying a target market and developing a marketing strategy is about finding the right 'fit' between a product and its audience. Students learn to segment the market based on demographics, psychographics, and geography. They then apply the 4 Ps (Product, Price, Place, Promotion) to create a cohesive plan that reaches their chosen audience effectively.
Activity 01
Give groups a 'Product' (e.g., high-end organic dog treats) and a 'Target Market' (e.g., urban professionals in Toronto). Groups must quickly develop the other 3 Ps (Price, Place, Promotion) and present their 'Marketing Mix' to the class for a 'fit check.'
How do entrepreneurs identify their target market?
Activity 02
Display various advertisements from Canadian magazines and social media. Students use sticky notes to identify the 'Target Market' for each ad and which of the 4 Ps is being emphasized most (e.g., a sale price vs. a unique product feature).
What are the 4 Ps of marketing?
Activity 03
Students identify a social media influencer they follow and analyze *who* that influencer's audience is. They pair up to discuss why a specific brand would choose to partner with that influencer. Finally, they share how 'Promotion' has changed in the digital age.
How can digital marketing be leveraged for a new venture?
A few notes on teaching this unit
Watch Out for These Misconceptions
My target market is 'everyone.'
A product for everyone is often a product for no one. Active 'Customer Persona' activities help students narrow their focus to a specific group, making their marketing much more effective and affordable.
Marketing is just advertising.
Marketing includes the product design, the pricing strategy, and where it is sold. Using the '4 Ps' framework in hands-on scenarios helps students see that the 'Promotion' is only one piece of the puzzle.
Methods used in this brief
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