Marketing Mix Definition - 4Ps & 7Ps of the Marketing Mix
Who better to sell ad space in school publications (yearbook, school newspaper, etc.) than the senior marketing class? Rather than ask for contributions, we build a legitimate sales program based on benefit to the buyer. Starting with our unit on selling, we add the Promotional Mix LAP so that students begin to understand the role of school publications in a local business’s overall promotional plan. After building the feature-benefit analysis, students practice their selling skills in the classroom, then with their own employers.
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Instead of a theoretical or make-believe marketing plan, we do the real thing right on campus. We pick a school-based service (e.g., snack bar, cafeteria, bookstore) and try to improve its sales and image among the student body. Divide the class and assign various sections of the marketing plan for each group to research. We survey the student body, research the competition (both direct and indirect), and use the data to redefine the "business," including changes to the product line, promotional strategy, and the rest of the mix. Students even develop real print advertising based on purchasing motives that turn up in the research. Finally, we make a formal presentation to the appropriate manager(s). It’s exciting for my students when they actually see their recommendations being implemented and their ads in the campus newspaper.
Divide the class into two or three competing "marketing agencies." Select one school event to focus on (e.g., we work with the drama department to market their spring production). Using the curriculum framework as the guide, develop competing marketing plans (and related promotional plans). Don’t overlook budgets, including the cost of "inkind" labor provided by unpaid volunteers. Have representatives from each team present their proposed plans to the drama department as they would with a real client. Have the drama department select the winning plan for implementation. To maintain interest and to continue the project throughout the year, you may want to present the plans in various stages. For example, each team develops a concept and presents it to the drama department. Once a concept is chosen, the teams are reorganized and a new competition begins to determine which team can build the better detailed plan. A third round might focus on the promotional plan, and so forth. This continuing project provides opportunities to work with other departments, as well (e.g., English, Technology).