Lesson Plan

• Analyse macro‑environmental (PESTLE) factors influencing international markets.
• Compare standardisation and adaptation approaches across the four Ps of marketing.
• Evaluate pricing decisions considering exchange rates, tariffs and local purchasing power.
• Select appropriate entry‑mode and distribution strategies for a given market.
• Identify key political, cultural and currency risks and propose mitigation actions.

• Projector and screen
• Whiteboard and markers
• Printed case‑study handout (fast‑food expansion)
• PESTLE analysis worksheet
• Pricing simulation worksheet
• Internet access for quick research

Begin with a short video clip showing a global brand adapting its product for a new market to spark interest. Ask students what they already know about globalization’s impact on marketing. Explain that by the end of the lesson they will be able to analyse market forces, choose between standardisation and adaptation, and justify pricing and entry‑mode decisions.

1. Do‑now (5'): Quick Kahoot quiz on the drivers of globalization.
2. Mini‑lecture (10'): Review key drivers and introduce the implications for the 4 Ps.
3. Group PESTLE activity (15'): In pairs, use the worksheet to analyse macro‑environmental factors for a chosen target country.
4. Case‑study discussion (10'): Examine the fast‑food chain example; decide which elements should be standardised vs. adapted.
5. Pricing simulation (10'): Calculate a price for the target market using exchange‑rate and purchasing‑power data.
6. Entry‑mode role‑play (10'): Teams choose an entry mode and justify their choice, considering risk and resource commitment.
7. Checklist review (5'): Whole‑class recap of the summary checklist and key take‑aways.

Summarise how globalization shapes each of the four Ps and the importance of balancing standardisation with local adaptation. Ask students to write one exit‑ticket response: “What is the biggest marketing challenge you foresee when entering a new global market and how would you address it?” For homework, assign a brief report analysing the marketing mix of a multinational brand in a market of their choice.