Lesson Plan

• Describe the benefits of building long‑term customer relationships.
• Explain the key stages in developing customer relationships.
• Identify and evaluate tools used to maintain customer relationships.
• Apply the marketing mix to enhance relationship‑building actions.
• Analyse metrics such as NPS and CLV to assess relationship success.

• Projector and screen
• Whiteboard and markers
• Printed handouts (relationship cycle diagram & case study)
• CRM demo screenshots or simple software
• Sticky notes and coloured pens
• Worksheet for marketing‑mix mapping

Begin with a quick poll: “What makes you stay loyal to a brand?” Use responses to highlight the power of relationship marketing. Recall the previous lesson on the 4 Ps and set the success criteria: students will be able to map the 4 Ps to relationship‑building actions and evaluate tools and metrics.

1. Do‑now (5') – Students list ways businesses keep customers returning; share ideas.
2. Mini‑lecture (10') – Present benefits and the six stages of relationship development using slides.
3. Group case‑study analysis (15') – In small groups, identify target customers, needs, and value delivery; complete worksheet.
4. CRM tool demonstration (10') – Show a simple CRM interface and discuss how it supports each stage.
5. Marketing‑mix mapping activity (10') – Pairs match 4 Ps actions to relationship‑building actions on a template.
6. Quick check (5') – Exit ticket: write one metric (e.g., NPS) to measure relationship success and justify its use.

Summarise the link between the marketing mix and lasting customer relationships, emphasizing the role of metrics for continuous improvement. Collect exit tickets and remind students of the homework: research a local business’s loyalty program and prepare a brief report on its effectiveness.