Active learning ideas
Marketing objectives are the 'destination' of the marketing plan. This topic teaches students how to move from vague ideas (e.g., 'we want to sell more') to SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound). In the BMI3C course, setting clear objectives is the first step in the final summative project.
Activity 01
Give students a list of 'bad' objectives (e.g., 'Make our brand famous'). Individually, they rewrite them to be SMART, then swap with a partner to check if they meet all five criteria before sharing the best 'fix' with the class.
What constitutes a SMART marketing objective?
Activity 02
Groups are given a fictional company's financial report and market research. They must set three SMART marketing objectives for the next fiscal year and present them to a 'CEO' (the teacher) who asks 'How will you measure this?'
How do marketing goals align with overall business objectives?
Activity 03
Post various business missions on the wall. Groups must write one marketing objective for each mission and post it. Students walk around to vote on which objectives are the most 'Relevant' to the specific mission provided.
Why is it important to measure marketing success?
A few notes on teaching this unit
Watch Out for These Misconceptions
Objectives and strategies are the same thing.
Students often confuse the 'what' (objective) with the 'how' (strategy). Using a 'travel' analogy (the destination vs. the mode of transport) in a structured discussion helps clarify that an objective is the result you want to achieve.
The more objectives, the better.
Students often try to set ten different goals. Through a 'resource allocation' simulation, they learn that having too many objectives dilutes focus and budget, and that 2-3 well-defined SMART goals are much more effective.
Methods used in this brief
Pricing Strategies
An examination of various pricing strategies, including penetration pricing, skimming, and psychological pricing, and their impact on profitability.
8 methodologies
Creating the Final Marketing Plan
Students compile their research, strategies, and promotional materials into a formal marketing plan presentation.
8 methodologies