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Guerrilla Marketing - Lesson Plan: 2-3 x 1 hour lessons
A series of 'off the shelf' lesson plans and resources for use in the classroom. These lessons deal with Guerrilla Marketing and are relevant to the following specifications:
- AQA: Module 1, 10.3 and and Module 4, 13.3
- Edexcel: Unit 2, Section 4
- OCR: Module 2872 and 2874
Aim:
The purpose of this series of lessons is to encourage students to look at new approaches to advertising that are increasingly being adopted not just by smaller firms, but also by larger corporations. There is a misunderstanding amongst some businesses, it seems, about the real nature of guerrilla marketing - it is not, according to its proponents, an excuse to be tasteless, crass and 'upfront' in your advertising style. Instead, they point to the energy and enthusiasm needed by guerrilla marketers in building relationships, networks and contacts that help to spread the message about their business. The Activity is to get students to look at the potential benefits to a small company of using such tactics in comparison to more traditional methods of advertising.
Learning Objectives:
At the end of the lessons, students should:
- Be able to give a clear definition of the meaning of the term 'guerrilla marketing'
- Understand the strengths and limitations of guerrilla marketing tactics for a firm
- Understand the limitations of the use of such tactics
- Be able to apply guerrilla marketing methods to different business types
- Demonstrate analysis and evaluation skills through the medium of a report
Resources:
Lesson Structure:
Lesson 1
It is important for the success of the Activity that students have a thorough understanding of the meaning of 'guerrilla marketing'. The use of the Powerpoint Presentation on this technique will be an important starting point.
- Begin the lesson by asking students to note down as many types of advertising as they can think of. (5 minutes)
- Ask questions to get students to think of the advantages and disadvantages of the methods they have identified - these can be noted down on a large sheet of paper and put up around the room for later reference or noted on the 'flip chart' feature of an interactive whiteboard if one is available - the notes can be printed off at a later stage for the students to refer back to. (15 minutes)
- Pose the questions - 'How does a business increase the likelihood of its advertising being a success?' and 'How does it know when its advertising has been a success?'. Discuss the student responses - the aim is to get them thinking that just because a firm advertises it does not necessarily guarantee success and that advertising has to be appropriate. This is designed to take students away from the often given response to the request to suggest a strategy to solve a business's problems that they can simply advertise and the problems go away. (10 minutes)
- Next, bring the students to an understanding that small firms may be at a significant disadvantage given a lack of advertising budget - so ask them how small firms could advertise effectively. (10 minutes)
- Show the Presentation and spend time discussing the concept of guerrilla marketing and the implications for a business of such a method. (15 minutes)
- Review the outcomes of the lesson. (5 minutes)
Lesson 2
- Review the key points from the last lesson regarding traditional and guerrilla marketing methods. (10 minutes)
- Set students the task of looking at the four sites given in the Activity - the aim is to give them an insight into the range of methods employed by guerrilla marketers and the potential advantages and limitations of these methods. (35 minutes)
- Discuss the outcome of the students' research and outline the task. (15 minutes)
Lesson 3
- Review the task and the learning objectives. (5 minutes)
- Set students on the task. (55 minutes)
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