Paradise Place Tiki & Grill

Lesson Content

• Lesson Plan Template:

  CTE Lesson Plan

• CTE Course Info and Benchmark Notes

  
  

  Program Title (as applicable):

  Marketing, Management and Entrepreneurial Principles

  Course Title:

  Marketing Essentials

  Course Number:

  8827110

  Career Cluster:

  Marketing, Sales & Services

  CIP Number:

  0252140103

  Course Type:

  CAR-PREP-High School Career Preparatory Program

  CTE Standard(s) or benchmarks

  CTE-MKT.912.8827110.6.4 Understand different customer types and how customers make buying decisions.

  Integrated benchmarks: ELA or Other:

  ELA.9.C.5.2. Use online collaborative platforms to create and export publication ready quality writing tailored to a specific audience.

  ELA.10.C.5.2. Use online collaborative platforms to create and export publication ready quality writing tailored to a specific audience, integrating multimedia elements.

  ELA.11.C.5.2. Create and export quality writing tailored to a specific audience, integrating multimedia elements, publishing to an online or LAN site.

  ELA.12.C.5.2. Create, publish, and share multimedia texts through a variety of digital formats.

  Grade level(s)

  9-12

• Unit Outline

  
  

  This lesson is designed to be used with the case study, “Paradise Place Tiki & Grill.” See CPALMS resource ID# 215699.

• Career Connection

  
  

  This lesson practices the career building skills of communication, collaboration and problem solving. Students will discuss and collaborate to understand different customer types and how customers make buying decisions.

• Learning Objectives

  
  

  Students will be able to:

  • Evaluate different customer types.
  • Explain how customers make buying decisions.
  • Develop a customer survey and/or marketing plan.

• Prior Knowledge

  
  

  Students should be familiar with:

  • marketing vocabulary
  • creating multimedia presentations
  • marketing plans

• Guiding Questions

  
  
  • How do different customer types affect buying decisions?
  • How do we weigh the benefits of marketing to different target audiences?
  • Why is it important to understand your target audience?

• Procedure

  
  
  1. Divide the class into groups. (See Teacher Notes for grouping)
  2. Make copies of the file attachment graphic organizer entitled, “Paradise Place Tiki & Grill Vocabulary Graphic Organizer.” for each group.
  3. To introduce the lesson, distribute the graphic organizer to each group. (See Teacher Notes for grouping).
     • Give one of the following vocabulary words to each group: logo, brand, product, promotion, customer relations, consumer, demographics, and socio-economic.
     • If possible, each group should have a different word.
     • Ask students to brainstorm ideas and complete the graphic organizer.
     • If the students do not understand the meaning of the word, they may consult an online dictionary for assistance.
     • Call on each group to briefly explain the meaning of the vocabulary word they were given.
  4. Engage students in a discussion about how different customer types affect buying decisions. Begin the discussion by asking the students to define what is meant by “customer types.” Students should brainstorm categories, subgroups, and demographics of the customers that might be interested in Paradise Place.
     • Sample discussion questions:
       • What factors influence consumer purchasing decisions?
       • What is the difference between demographic and socio-economic predictors?
       • What role does demographics play in consumer buying decisions?
       • How do socio-economic factors affect consumer purchasing decisions?
     • Review the idea that people their age may make different purchase decisions than people who are older or younger if this was not addressed in the class discussion.
  5. Distribute the case study and set the purpose for the lesson.
     • Ask students to summarize the scenario in the case study, Paradise Place Tiki & Grill CPALMS Resource ID# 215699.
     • Set the purpose of the lesson by telling the students that some of them will be creating a customer survey to assess Paradise Place customers wants and needs. The rest of the students will be creating a brief marketing plan designed to boost sales at Paradise Place Tiki & Grill.
  6. Explain to the students that the class will be split into two groups. (See Teacher Notes for grouping)
  7. One group will create a customer survey about their experience at Paradise Place.
     • Half of the students will work in pairs to create a list of customer survey questions they could use to assess Paradise Place customer’s wants and needs.
     • Before creating the survey, the survey group will brainstorm types of questions Paradise Place might ask their customers and have them write their answers on a sheet of chart paper.
     • Students will break into pairs to create their surveys.
     • Surveys should be one page. Students will create their survey on a digital multimedia platform.
     • Remind the students that their survey will be viewed by customers so it should look professional and publication ready.
  8. The other group will create a brief marketing plan to boost sales at Paradise Tiki and Grill. Their plan should include:
     • a specific goal for Paradise Place’s sales
     • a target market (families, late-night crowd, or both)
     • addition or removal of menu items
     • a way to boost merchandise (t-shirts, cups, hats) sales
     • Students will create their marketing plans on a digital multimedia platform.
     • Remind the students that their marketing plan will be viewed by store leadership so it should look professional and publication ready.
  9. The students will present their customer surveys and marketing plans and provide justification for how different customer types affect buying decisions.
  10. To bring the lesson to a close students will answer the following question on an exit ticket: What insight did you gain into understanding what factors influence consumer buying decisions? If time allows, have students share their insights into the following questions:
      • How did discussing consumer buying decisions help you understand your own buying decisions?
      • How will understanding consumer buying decisions help you succeed in your career?
      • How will your research be useful in the workplace?

• Teacher Notes

  
  
  • Depending upon time constraints, teachers can break this lesson into multiple lessons.
  • Students can work in pairs or small groups at the beginning of the lesson to complete the graphic organizer.
  • An alternative execution of this lesson can include an extension in which the half of the class that did not create the surveys can fill-out the surveys as if they were Paradise Place customers.
  • Another alternative execution of the lesson can include an extension in which students review the customer surveys and write marketing plans to match the wants and needs of the consumer based upon their answers on the questionnaire.
  • The teacher can have students write responses to the closing activity questions in their journals as an alternative.
  • The questions listed after the closing activity could be used as an attention grabber or introduction for a subsequent lesson.