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Asset-led versus Market-led Marketing - Lesson Plan: 2 x 1 hour lessons

A series of 'off the shelf' lesson plans and resources for use in the classroom. These lessons deal with Asset-led versus Market-led Marketing and are relevant to the following specifications:

• AQA: Module 4, 13.1
• Edexcel: Unit 6
• OCR: Module 2874

Aim:

The lessons set out to help students to make a distinction between asset-led and market-led business approaches. The context used is that of British Airways (BA). BA has faced a number of challenges in the last ten years and the strategies developed have, in some respects, sought to focus on exploiting its assets and cutting costs. In so doing, it could be argued that it has not spent sufficient time focusing on its market. The problems experienced in the summer of 2004 with cancellations and flight delays were caused by staff shortages, something that the boss Rod Eddington accepted had been due in part to its strategy in recent years.

The Activity is broken up into a series of tasks that lead the student through the process of building up information, providing the tools for analysis, before posing a final task that asks students to use their knowledge and to evaluate the extent to which BA can be described as 'asset-led'.

The Activity can be tackled in small groups, with each developing their ideas and then feeding back to the rest of the class before getting the class as individuals to tackle the final task, or it could be developed as a series of tasks for individuals. The final task can be treated as a written piece for assessment or could be presented by groups with a discussion being held on the different judgements made by each group.

Learning Objectives:

At the end of the lessons, students should understand the following:

• The difference between asset-led and market-led marketing
• The application of the two concepts to a specific case study
• An approach of researching a topic, understanding analysis and developing an evaluative response

Resources:

• PowerPoint Presentation - Marketing [117 KB]
• Mind Map - Marketing
• Activity - British Airways: Asset-led or Market-led?
• PC and digital projector
• PCs for student research

Lesson Structure:

The Activity should take no longer than two lessons. However, the structure will depend on the approach adopted. If the approach is to encourage individuals to work on the tasks then the lessons will need to be punctuated by some brief teacher input before each task to help clarify what is required.

If the group based approach is chosen then time will need to be allocated for the discussion periods following each group's feedback and for the final presentation on the group's judgements to be made.

The Presentation can be used at the beginning of the first lesson to introduce some of the key principles in the subject. The tasks and the discussion can then follow.