Lesson Plan

• Describe why a coordinated marketing strategy is essential for business success.
• Explain the key components and common approaches of a coordinated marketing strategy.
• Apply the step‑by‑step process to develop a coordinated marketing strategy for a case study.
• Evaluate the effectiveness of a marketing strategy using appropriate performance metrics.

• Projector and screen
• Whiteboard and markers
• Printed handouts of the step‑by‑step process
• Laptop with internet access for research
• Case study packets (company profile)
• Sticky notes and flip chart

Begin with a quick poll: How many of you have seen a brand’s message feel inconsistent across different channels? Review how fragmented marketing can dilute impact, linking to prior lessons on the marketing mix. Today we will identify the criteria for a coordinated marketing strategy and demonstrate how to build one, with success measured by a completed strategy outline.

1. Do‑now (5'): Students list examples of inconsistent brand messaging and share with a partner.
2. Mini‑lecture (10'): Explain the need for coordination and introduce the key components and approaches (slides).
3. Group activity (15'): Analyse a case study, complete market analysis and STP using the worksheet.
4. Strategy building (20'): Teams develop a positioning statement and outline the marketing mix, selecting an appropriate approach (e.g., IMC or Digital‑First).
5. Budget & KPI planning (10'): Quick budgeting exercise and identification of relevant KPIs.
6. Whole‑class debrief (10'): Teams present their draft strategy; teacher provides feedback and highlights common pitfalls.

Summarise how each step links to business objectives and the importance of monitoring performance. For exit, each student writes one actionable insight on a sticky note to be collected. Homework: refine the drafted strategy and prepare a one‑page executive summary for the next lesson.