Lesson Plan

• Describe the purpose and key characteristics of sales promotion.
• Identify and differentiate at least three types of sales promotion techniques for consumers, trade, and sales personnel.
• Analyse the advantages and disadvantages of using sales promotions within the marketing mix.
• Apply the planning process to design a short‑term sales promotion campaign, including setting objectives, budgeting, and selecting appropriate techniques.
• Evaluate a promotion using KPI metrics such as redemption rate, incremental sales, CPA and ROI.

• Projector and screen for slides
• Whiteboard and markers
• Printed handouts of the promotion‑technique table
• Sample coupons or mock promotional items
• Calculator or spreadsheet for KPI calculations
• Case‑study worksheet (“FreshStart” juice)

Begin with a quick poll: “What’s the last promotion that made you buy something?” This activates prior knowledge of real‑world incentives. Explain that today’s focus is on sales promotion as a short‑term tool in the promotion mix and outline the success criteria: students will be able to define sales promotion, compare techniques, and draft a basic promotion plan.

1. Do‑now (5’) – Students write their poll responses on sticky notes and share examples.
2. Mini‑lecture (10’) – Definition, core purpose, and overview of audience groups; display the technique table.
3. Group activity (15’) – Teams analyse advantages/disadvantages and match techniques to objectives using handouts.
4. Case‑study work (20’) – Using the FreshStart scenario, groups outline a promotion plan following the 9‑step process and calculate simple KPI estimates.
5. Whole‑class debrief (10’) – Groups present key decisions; teacher provides feedback on budgeting and evaluation.
6. Exit ticket (5’) – Each student writes one KPI they would monitor and why.

Summarise how sales promotion fits into the broader marketing mix and the importance of careful planning and evaluation. For the exit ticket, students note a KPI they would track. Assign homework to research a recent real‑world promotion and prepare a brief critique using the criteria discussed.