Marketing Strategies to Monetize a Podcast

Lesson Content

• Lesson Plan Template:

  CTE Lesson Plan

• CTE Course Info and Benchmark Notes

  
  

  Career Cluster: Marketing, Sales & Service

  Course Number & Title: Marketing Essentials 8827110

  CIP Number: 0252140103

  Course Type: High School Career Preparatory Program

  Program Name: Marketing, Management and Entrepreneurial Principles

  CTE Benchmarks:

  CCTE-MKT.912.8827110.3.1: Perform addition, subtraction, multiplication, division, ratios, and percentage problems as related to the marketing industry.

  CTE-MKT.912.8827110.3.3: Interpret quantitative information from tables, charts, and graphs as related to the workplace.

  CTE-MKT.912.8827110.5.9: Explain marketing strategies and marketing concepts.

• Unit Outline

  
  

  This lesson is designed to be used with the case study, “For Kicks and Giggles.” See CPALMS resource ID#214724.

• Career Connection

  
  

  Students will practice career skills such as problem-solving, collaboration, and data analysis. Students will also practice public speaking as they orally present their selected strategy citing data to support their their choice.

• Learning Objectives

  
  

  Students will be able to:

  • Collaborate to analyze and summarize podcast performance data.
  • Use data to drive decision-making and the selection of an effective marketing strategy.
  • Present their selected marketing strategy orally while citing key statistics that influenced their selected strategy.

• Prior Knowledge

  
  

  Students should be familiar with/able to:

  • Calculating percent change.
  • Performing various operations to calculate percentages.
  • Marketing strategies to generate income.
  • How to deliver an oral presentation (verbal and non-verbal communication).

• Guiding Questions

  
  
  • How do influencers make money?
  • Which marketing strategies produce the largest returns for podcasts?

• Procedure

  
  
  1. To introduce the lesson, display the following discussion questions:
  • • How do influencers make money?
    • Which marketing strategies produce the largest returns for podcasts?
    • What are the requirements for getting sponsors?
  2. Instruct students to share their answers the discussion questions with a partner. Then, select 3-5 students to share out answers discussed with their partner. As a class make a list of marketing strategies.
  3. Put students into small groups and distribute the case study, “For Kicks and Giggles” (See CPALMS Resource #214724). Have students read the case study and discuss the suggested questions below in their groups. Encourage students to add notes on the case study handout. Circulate the room as students read and discuss the case study.
  • • How can Nicole turn a hobby podcast into a profitable business venture?
    • How can the podcast benefit Nicole even if she doesn't monetize it?
    • If Nicole doesn't have marketing experience, who can she ask for assistance?
    • What role does Liam play in the case study?
    • What actions should Nicole as the podcast host take/do?
    • How do the sponsors contact the podcast host?
  4. After reading the case study, ask students to work together in their small groups to interpret and analyze the provided podcast listener/subscriber data. Have each group work together to complete the attached Podcast Data Analysis Handout. These calculations will be used to guide their discussions.
  5. Based on their data analysis, each group member will discuss their ideas for monetizing the podcast. The group will reach a consensus on a specific marketing strategy, the target audience, and listening platform that will be used to generate income from the podcast. Students will use the percentages computed on their Podcast Data Analysis Handout (attached) to justify their choice of listening platform(s) on which they will advertise. Students are expected to use their general knowledge and their personal experiences using social media to generate ideas for marketing the podcast. They can refer to the class list of marketing strategies.
  6. After each group comes to a consensus on their selected marketing strategy and listening platform(s), they will present to the class and explain the reasoning behind their choice.
  • • Each group must also cite specific key statistics from the podcast performance data that influenced their strategy selection.
    • After group presentations are finished, pose the following questions to students as a debrief:
      • Does marketing strategy differ based on the platform utilized? Why or why not?
      • What does the follower/subscriber data mean in terms of overall podcast performance?
      • Which podcast performance statistics would be most impressive to share with potential business partners? Why?
  8. To bring this lesson to a close, distribute the attached Exit ticket and have students individually complete it to summarize their learning and assess their understanding.

• Teacher Notes

  
  
  • Basic four-function and/or scientific calculators should be provided to students for data analysis.
  • Additional time may be needed to allow time for group presentations. This lesson can be extended over additional days as needed.