Lesson Plan

• Describe the SMART criteria used to formulate marketing objectives.
• Explain how to select an appropriate strategic approach (Ansoff, Porter, STP) based on those objectives.
• Apply the 4Ps to support a chosen marketing strategy.
• Evaluate marketing performance using KPI metrics such as market share, ROMI and CLV.

• Projector and screen
• Whiteboard and markers
• Printed handouts of the Ansoff Matrix and Porter’s Generic Strategies
• Case‑study worksheet (beverage company scenario)
• Calculators
• Sticky notes for group brainstorming

Begin with a short video clip showing a brand’s rapid market‑share growth to spark interest. Ask students to recall last week’s discussion on the 4Ps and how objectives drive strategy. Explain that today they will learn to craft SMART objectives, choose the right strategic model, and link it to the marketing mix, with success measured by clear KPIs.

1. Do‑now (5’) – Quick quiz on SMART objective components (individual).
2. Mini‑lecture (10’) – Review of Ansoff Matrix, Porter’s Generic Strategies, and the STP model (teacher‑led).
3. Group activity (15’) – In small groups, analyse the beverage‑company case, set a SMART objective and select the most suitable strategic approach.
4. Guided practice (10’) – Teams map the 4Ps to their chosen strategy and justify each decision.
5. KPI workshop (10’) – Calculate sample ROMI and CLV figures; discuss how they link back to the original objective.
6. Whole‑class debrief (5’) – Groups share their strategies and receive peer feedback.

Summarise the link between SMART objectives, strategic choice, the 4Ps, and performance metrics. For the exit ticket, each student writes one SMART marketing objective for a product of their choice. Homework: research a real company’s recent marketing strategy, identify the objectives, strategy and KPIs, and prepare a one‑page summary.