Description: Read a case study about marketing to university students; read about developing a marketing plan, including a sample; write and possibly present a marketing plan for a new product/service for university students.
Target audience: all college level students
General goals/objectives: reading, writing, speaking
- Learning about the marketing process.
- Learning about a marketing plan.
- Writing a mini marketing plan
Materials needed for activity: (check the following)
X internet access _ projector _ speakers _printout X BYOD (Bring Your Own Device - smartphone, tablet)
_ other: ___________________
Time: 6 academic hours
Read a case study about marketing to university students; read about developing a marketing plan, including a sample; write and possibly present a marketing plan for a new product/service for university students.
Read through the Barclays case study. It is recommended to have the Ss read a section and then to ask concept questions to ensure comprehension.
In small groups, have Ss come up with a product/service to be marketed to university students. They should use the guide provided to frame their thinking.
- Ss should examine the sections of the sample marketing report, noting the kinds of information they will need to gather for their own plan.
- Ss develop their own marketing plan and write and present. They can use the marketing to moms presentation and presentation phrases as needed.
|Reception / Reading||Overall reading comprehension||Can read with a large degree of independence, relatively short academic texts on general subjects that do not require field-specific/expert knowledge (adapted B2)|
|Reception / Reading||Reading for orientation||Can scan longer texts in order to locate desired information, and gather information from different parts of a text to fulfill a specific task (adapted B1+)|
|Production / Writing||Overall written production||Can write a paragraph comprised of a series of sentences linked with appropriate connectors, such as "and", "but", and "because" (adapted A2)|
|Production / Writing||Reports and essays||Can summarize a short academic text on general subjects that do not require field-specific / expert knowledge (adapted B1)|
|Production / Speaking||Overall spoken production||Can reasonably fluently sustain a straightforward description of one of a variety of subjects within his/her field of interest, presenting it as a linear sequence of points (B1)|
|Production / Speaking||Addressing audiences||Can give a prepared straightforward presentation on a familiar topic which is clear enough to be followed without difficulty most of the time, and in which the main points are explained with reasonable precision (adapted B1)|
|Production / Speaking||Addressing audiences||Can take a series of straightforward follow-up questions but may have to ask for repetition of the question(s) (adapted B1)|
You are going to learn about some fundamentals of market research through a case study about Barclay’s Bank in the UK.
Your group works for a marketing firm that specialises in targeting university students. You have been asked to conduct market research for a new or existing product/service.
Select a product/service and use this article as a guide.
Your group will write a two-page marketing report brief. A sample report can be found on the bplan.com website.
Next, your group will present its findings to the management of your firm’s customer. Look at this video about marketing to moms for an example of the format, language, and visuals you might use. Here are some presentation phrases that you should use.