Lesson Plan

• Describe the key differences between B2C and B2B marketing across the 4 Ps.
• Explain how buyer motivations (emotional vs rational) shape marketing strategies.
• Compare decision‑making processes and sales‑cycle lengths in consumer and industrial markets.
• Analyse how pricing and promotion tactics differ between the two markets.
• Apply appropriate marketing‑mix adaptations to a given product scenario.

• Projector and laptop
• Whiteboard and markers
• Printed comparison worksheet
• Case‑study handouts (B2C & B2B examples)
• Internet access for quick research
• Kahoot/quiz cards for check‑for‑understanding

Start with a quick poll: “When you buy a smartphone versus when your company buys a printer, what influences your choice?” This activates prior knowledge of personal versus organisational buying. Explain that today’s success criteria are to identify and explain the main distinctions between B2C and B2B marketing and to apply those distinctions to real‑world examples.

1. Do‑now (5') – Students list factors they consider when buying a personal item; share a few responses.
2. Mini‑lecture (10') – Define B2C and B2B marketing and walk through the comparison table of key aspects.
3. Group activity (15') – Using the worksheet, groups compare the 4 Ps for a consumer product (e.g., sneakers) and an industrial product (e.g., CNC machine).
4. Whole‑class debrief (10') – Groups present findings; teacher highlights misconceptions and reinforces differences.
5. Case‑study analysis (10') – Short B2B scenario; students identify suitable pricing and promotion strategies.
6. Check for understanding (5') – Quick Kahoot quiz with three targeted questions.
7. Reflection (5') – Each student writes one key takeaway on a sticky note.

Recap the main contrasts between consumer and industrial marketing, emphasizing motivations, decision‑making, and the 4 Ps. For the exit ticket, ask students to write one marketing tactic suitable for B2C and one for B2B. Homework: research a real brand that operates in both markets and prepare a brief report outlining how its marketing mix differs.