SEED INTERNATIONAL SCHOOL

Motto: INTELLECTUAL EXCELLENCE

LESSON NOTE
EDUCATOR’S NAME:

SUBJECT: MARKETING

CLASS: S. S.S. 3

TERM: SECOND TERM (2ND TERM )

SESSION:
SUBJECT: MARKETING CLASS: S.S.S. 3
SCHEME OF WORK 2ND TERM LESSON NOTE

WEEK ONE TO WEEK TWELVE

SCHEME OF WORK

WEEK TOPICS LEARNING OBJECTIVES: At the end of the lesson

S the students should be able to:
1 E-marketing Meaning of e-marketing , examples, advantages and
disadvantages of e-marketing or online marketing
2 Planning for a personal Meaning, state, explains, examples, sources of funds for
marketing outlet personal marketing outlet
3 Identifying a good Explain how to identify , and how to set up and operating
marketing location a marketing outlet
4 Purchasing and supply of Explain purchasing and supply of goods mechanizing of
goods goods and services
5 Selling and bargaining Explain selling and bargaining
6 Fund management Explain fund management, purposes etc
7 MID TERM BREAK Midterm- Test
8 Revision Revision
9 Revision Revision
10 Revision Revision
11 Revision Revision
12 Examination Examination
13 Examination Examination
14 Examination Examination

WEEK: 1 REVISION OF LAST TERM WORK WELCOME TEST

WEEK: 1 DAY: SUBJECT:

DATE: TOPIC:
SUBTOPIC: PERIODS: DURATIONS:

LEARNING OBJECTIVES : By the end of the lesson, most students should have attained
the following objectives –
1. Give the meaning E-marketing
2. Mention the advantages of e-marketing
3. State the disadvantages of e-marketing.
4. State various internet ethics in online marketing

INSTRUCTIONAL MATERIALS: The teacher will teach the lesson with the aid of:
1. Picture or drawing and scheme of work

CONTENT: INTERNET BROWSING / ELETRONIC MARKETING

E-Marketing Meaning

E-marketing is referred to those strategies and techniques which utilized online ways to reach
target customers. There are millions of Internet users that daily access different websites using
a variety of tools like computers, laptops, tablet and smart or android phone devices, and the
number of internet users are increasing very rapidly. So every business seems to be jumping on
the internet marketing bandwagon. The internet is most powerful tool that can put any business
on solid footing with market leaders companies. There are many free as well as economical way
on internet to promote your business. Successful companies must ask themselves some tough
questions about how they will promote their business online? What their company expectations
are? And what will be their plan to meet those expectations? After answer all these questions a
company should design an effective marketing plan.

Definition

E marketing also known as online or internet advertising which uses the internet technology to
promote online message to customer. E-marketing examples are email or social media
advertising, web banners and mobile advertising.

Advantages and Disadvantages of E-Marketing

Advantage of E-Marketing

1. Internet provides 24 hours and 7 days “24/7” service to its users. So you can build and
make customers relationships worldwide, and your customer can shop or order product
at any time.
2. The cost of spreading your message on internet is nothing. Many social media sites like
Facebook, Linkedin and Google plus allow you freely advertise and promote your
business.
3. You can easy and instantly update your registered customers or subscribers through
email.
 4. Visitors or potential customers of your website can get up to the minute information on
each visit.
5. If you are having a sale, your customers can start shopping at the discounted prices
literally as soon as they open their email.
6. If a company has an information sensitive business, like a law firm, newspaper or online
magazine, that company can also deliver its products directly to customers without
having to use a courier.

Disadvantages of E-Marketing

1. If you want a strong online advertising campaign you have to spend money. The cost of
web site design, software, hardware, maintenance of your business site, online
distribution costs and invested time, all must be factored into the cost of providing your
service or product online.
2. Almost over 60% of households now a day shop online. While that numbers are
continuously growing, your company needs to reach maximum people.
3. Some people prefer the live interaction when they buy any product. And if your company
has a small business with one location, this may also deter customers from buying who
lives on long distances.
4. Your company should have updated information on your site. This requires research and
skills and thus timing of updates is also critical.
5. Is your company web site secure? There are many incorrect stereotypes about the
security of the internet. As a result, many visitors of your business web site will not want
to use their credit card to make a purchase. So there is a fear in the minds of your visitors
of having their credit card info stolen.

Pulling it all together we can say that there are many pros and cons. So it’s important for your
company to consider each when designing your e-marketing strategy. You can easily
overcome disadvantages, but this can happen only when you will view the customer experience
from the eyes of your customer, not from the eyes of an internet marketer.

5 GROWING ETHICAL ISSUES IN ONLINE MARKETING YOU NEED TO BE AWARE OF

It is no secret that the digital world has changed how we do business. We are now able to
engage with current and potential customers on a global scale, which can be both exciting and
confusing. Online marketing is part of this digital revolution; it’s an integral tool for any company
that wants to succeed in today’s marketplace.

But there are many ethical issues in online marketing which you may not have really thought
about. So here are some things you need to know before committing to an online marketing
campaign.
Today, ethical issues in online marketing are becoming more widely discussed and scrutinised.
Social media has become a major ethical issue in business and can damage a company’s
reputation if not handled correctly.

However ethical issues aren’t just limited to social media; there are many aspects of digital
marketing that should be considered ethical. Here we list the top 5 ethical issues in online
marketing that you need to be aware of before engaging with any ethical online marketing
campaign.

1. Consumer privacy

Online marketing has become so successful because it allows companies to target their
advertising based on certain demographics.

With the use of cookies and online tracking, search engines are able to gather information about
a person including where they live, how old they are and their interests.

This information is then used by online marketers to sell products and services directly to
consumers. But what happens if a company gets hold of this information without consent? What
rights do the consumers have over the ethical data collected? Privacy policies for all ethical
methods of online marketing should always be made clear before any consumer interacts with
an ethical digital marketer.
2. Copyright infringement

Everyone understands the importance of copyright law, but ethical issues in online marketing
are being constantly challenged. Take for example ‘Google bombing’ which is an unethical
technique aimed at increasing a specific website’s ranking on Google searches by linking the
site’s content to another site which constantly comes up high in search rankings.

Copyright infringement can be highly damaging to any campaign.

3. Personal information security

The ethical way for companies to handle customer data is clear; take care of the personal
information given to you by consumers, ensure it remains secure and never disclose any details
without consent. But what happens when a company gets hacked? Hackers have become
increasingly sophisticated at breaching measures put in place by ethical marketers.

Typically, hackers access the website through a vulnerability in the server’s hosting system
which allows them to gain access to private information stored on that server or similar servers.
They then use this data illegally to try and capture more details through phishing campaigns,
such as card and bank details.

It is important to follow strict rules on securely storing personal information.

4. Advertisements on ethical websites

Many online marketers choose to advertise products and services through ads on third-party
websites.

Marketers may use a third-party to place their ads across websites, but need to be mindful of
how well that website aligns with the company’s ethics and values.

Professional looking ads are also key in ensuring ethical online marketers get their message
across ethically.
5. Using social media influencers

A social media influencer is someone with a large following on social media platforms such as
Twitter, Facebook and Instagram for example, who has the ability to influence many consumers
in purchasing goods or services.

There have been many examples of social media influencers promoting products to their
following without explaining that they have been paid to do so. This impacts the effectiveness
and authenticity of a campaign so you need to consider how ethical it is to use ethical
influencers who will be transparent about any ethical agreements they may have entered into.

The growing ethical issues in online marketing should not discourage ethical marketers from
promoting ethical products and services through ethical means. These 5 ethical issues are ones
that ethical marketers need to consider before launching an ethical campaign that can help
establish trust between themselves.

EVALUATION / ASSIGNMENT

1. Give the meaning E-marketing

2. Mention the advantages of e-marketing
3. State the disadvantages of e-marketing.
4. State various internet ethics in online marketing
WEEK: 2 DAY: SUBJECT:

DATE: TOPIC:

SUBTOPIC: PERIODS: DURATIONS:

LEARNING OBJECTIVES : By the end of the lesson, most students should have attained
the following objectives –
1. State the sources of funds
2. Explain the sources of fund for a personal marketing outlet
INSTRUCTIONAL MATERIALS: The teacher will teach the lesson with the aid of:
1. Picture or drawing and scheme of work

CONTENT: PLANNING FOR A PERSONAL MARKETING OUTLET

SOURCES OF FUND

There are many sources of business funds, but the most common ones are:

Self-financing

This is the number-one form of financing used by most small-business owners. In addition,
when you approach other financing sources such as bankers, venture capitals or the
government, they will want to know exactly how much of your own money you are putting into
the venture. After all, if you don’t have enough faith in your business to risk your own money,
why should anyone else risk theirs?

Family & Friends

Family and friends are great sources of financing. These people know you have integrity and
will grant you a loan based on the strength of your character. It makes sense. People with
whom you have close relationships know you are reliable and competent, so there should be no
problem in asking for a loan.

Financial Institutions

Most financial institutions will require some form of security before providing financing. These
can include securities in assets of the business, including land and building, equipment,
accounts receivable or inventory. Further, with most small owner-managed businesses,
financial institutions may require personal security from the business owner in support of the
business’ obligations. This can include personal guarantees of the business owner and his/her
spouse and mortgages against real property and personal assets.

Various forms of government assistance are available for business owners in the form of grants
or loans from the federal, provincial and municipal levels of government. These grants and
loans are often targeted at specific industries or areas and have criteria which must be met by
the business before it is eligible for financing. These government grants and loans can be a very
valuable source of financing for business owners. However, business owners must be prepared
to invest a substantial amount of time to complete the application process. Approval can be
slow to obtain due to extensive review procedures.

Business Partners

Business owners may obtain financing to pursue business opportunities by entering into
partnerships with other business owners. A business owner who enters into a partnership with a
compatible, strong partner can take advantage not only of their partner’s sources of financing,
but also their business skills, employees, equipment and other resources. However, it is very
important to decide issues such as sharing of profits, control and decision-making issues and
responsibilities at the outset. Failure to do so and failure to properly document these issues with
the appropriate form of agreement, can lead to disputes down the road. Another important issue
to address is to ensure that your partner represents a good fit for your business and the
opportunity being pursued.

EVALUATION / ASSIGNMENT

1. State the sources of funds

2. Explain the sources of fund for a personal marketing outlet

WEEK: 3 DAY: SUBJECT:

DATE: TOPIC:

SUBTOPIC: PERIODS: DURATIONS:

LEARNING OBJECTIVES : By the end of the lesson, most students should have attained
the following objectives –
1. Identify a good marketing location
2. Explain several things to consider when looking for good location
3. State the step and explain how to set up and operate a marketing outlet
INSTRUCTIONAL MATERIALS: The teacher will teach the lesson with the aid of:
1. Picture or drawing and scheme of work

CONTENT: IDENTIFYING A GOOD MARKETING LOCATION AND SETTING UP AND

OPERATING A MARKETING OUTLET

IDENTIFYING A GOOD MARKETING LOCATION

There are several things to consider when looking for a good location for your business. Some
of these are:
Availability of raw materials
If you intend running a business that will convert raw materials into finished products, then the
nearness or availability of raw materials is a factor you must not joke with when choosing your
business location. If your business is not sited close to these raw materials, then sourcing and
transportation will reduce your profit margin.
Nearness to market
The next important factor to consider is the nearness of your business to its customers. Are
your customers resellers or end users? Answering this question will help you determine the best
area to locate your business. Remember that for your business to succeed, you must make it
easy for customers to find your product.
Availability of basic infrastructure
Availability of basic infrastructure can affect your choice of small business location. Amenities
and infrastructure such as water supply, power supply, good road network and security are
things to consider when locating your business.
Demographics
Demographics as a factor can have a big influence on your choice of business location. The
type of product or service your business offers and the status of the customers will play a vital in
your choice of small business location. For example, suppose you are into the business of
selling stationeries. That means your demographics should be made up of students, so your
best bet of location should be within school vicinity.
SETTING UP AND OPERATING A MARKETING OUTLET
Setting up and operating a marketing outlet is both exciting and rewarding, but it is also full of
challenges. The success of the marketing outlet will partly depend on your attitude and skills.
This means being honest about a range of issues – your knowledge, your financial status and
the personal qualities that you can bring to your new business.
In order to set up and operate a business successfully, it will be beneficial if your experience
and training can be put to direct use in the new business venture. What are your talents,
aptitudes, hobbies and interests? You should choose a business idea that is exciting, fun and in
harmony with your convictions, interests and abilities. Your business should be something that
is capable of satisfying the needs of your target market.
Steps in setting up a personal marketing outlet
Choose your business.
Choose the type of business you want to do and the products you want to sell. Ensure you have
the right skills and qualities needed to make a success of the business.
Do marketing research.
Search for information to ensure that the product(s) you have chosen to sell will be profitable
and capable of satisfying the needs of your prospects. Are there enough prospects in the
chosen market? Will you be able to cope with the existing competition?
Choose a good business name.
It is best to have a name that clearly communicates to your customers what the company does,
makes or sells. A good name is more desirable than great riches; to be esteemed is better than
silver or gold. Proverbs 22:1.
Register your business name
Every business enterprise is required to register with the Corporate Affairs Commission.
Source for funds
The next step is to consider how you will fund it. Do you have savings that can be invested and
if this won’t be enough, how much money will you need to borrow as a way of financing the
venture?
Choose a good marketing location
You must find a good location that will contribute to the success of the business. Though there
are many issues to consider when you’re looking for space to house your business, make sure
you ask yourself these four important questions:
• Is location important for the success of your business?
• What type of location is best for your business?
• How much rent can you afford?
• Is your proposed location appropriate for what you plan to do there?
MANAGING THE BUSINESS
Management has to do with the use of people and other organisational resources to accomplish
objectives. It involves the implementation of four important functions – planning, organizing,
leading, and controlling.
1. Planning is the process by which managers set objectives, asses the future and develop
courses of action to accomplish these objectives. It means determining now what to do in the
future.
Three key questions in making plans are:
(a) Where are we now?
(b) Where are we going?
(c) How do we get there?
Without a plan, we cannot get anything done because we don’t know what needs doing or how
to do it.
2. Organizing is the process of arranging people and other resources to carry out plans and
accomplish objectives. It is a continuing process in any organization. It means putting the right
people and the right materials and equipments in the right places. The effectiveness of a firm’s
organizational structure is a key ingredient in its eventual success or failure.
3. Leading is the act of motivating or causing people to perform certain tasks intended to
achieve specific objectives. It is the art of making things happen.
4. Controlling is the process by which managers determine whether organisational objectives
are achieved and whether actual operations are consistent with plans. To control means to set
standards and ensure that they are followed. Another requirement for business success is for
you to develop the habit of proper supervision. You must set up a system to monitor the task
and make sure that things are being done as agreed upon.
SUMMARY
Starting a new business is both exciting and rewarding, but it is also full of challenges. The
steps in setting up a personal marketing outlet are:
1. Choose your business.
2. Do marketing research.
3. Choose a good business name.
4. Register your business name.
5. Source for funds.
6. Choose a good marketing location.
There are many sources of business funds, but the most common ones are:
1. Self-financing.
2. Family & Friends.
3. Financial Institutions.
4. Government Assistance.
5. Business Partners.
There are several things to consider when looking for a good location for your business. Some
of these are:
1. Availability of raw materials.
2. Nearness to market.
3. Availability of basic infrastructure.
4. Demographics.
Management has to do with the use of people and other organizational resources to accomplish
objectives. It involves the implementation of four important functions – planning, organizing,
leading, and controlling.

EVALUATION / ASSIGNMENT

1. Identify a good marketing location

2. Explain several things to consider when looking for good location
3. State the step and explain how to set up and operate a marketing outlet

WEEK: 4–6 DAY: SUBJECT:

DATE: TOPIC:

SUBTOPIC: PERIODS: DURATIONS:

LEARNING OBJECTIVES : By the end of the lesson, most students should have attained
the following objectives –
1. Explain purchasing and supply of goods and services
2. Explain selling and bargaining skills
3. Define selling and state the process of selling
4. State those skills a person selling must possess.
5. Explain fund management
INSTRUCTIONAL MATERIALS: The teacher will teach the lesson with the aid of:
1. Picture or drawing and scheme of work
CONTENT: PURCHASE AND SUPPLY OF GOODS, MECHANDIZING OF GOODS &
SERVICES

PURCHASE AND SUPPLY OF GOODS AND SERVICES

Purchasing and supply are the activities of acquiring goods or services to accomplish the goals
of an organization. It involves the procurement, storage, and monitoring of goods sold in a store,
as well as machinery, supplies, or other raw goods.
In many cases, purchasing and supply management may involve negotiating with
manufacturers or wholesalers in the process of buying goods or materials, as well as in working
closely with cost analysts and marketing professionals in deciding which products to buy and
which ones are not selling well enough for the costs. This process ensures that the company
keeps better selling items in stock while passing on products that sit on store shelves collecting
dust.
Inventory is also a big part of managing purchasing and supplies. At set intervals, inventory is
taken at every warehouse or store, and those numbers are compared with how many of each
unit was originally purchased. This gives managers and owners a way of gauging which items
to purchase more of and which ones to scale back on.
The people in charge of purchasing and supply management must constantly research and
learn consumer behaviours, as well as stay up-to-date on new and emerging products in the
market. In order for a business to survive, it must offer the things consumers want to buy.
SELLING AND BARGAINING SKILLS
Selling is the persuasion of people to buy products and services. It is the personal individual
persuasive two-way communication aimed at achieving planned sales objectives.
Because selling involves direct contact with the customer, it is usually referred to as
PERSONAL SELLING.
The Process of Selling
The selling process is viewed as consisting of seven stages namely: Prospecting, Pre-
approach. Approach, Presentation, Handling objections, Closing the sale, and Follow-up.
Prospecting
This is the search for and identification of potentials. The ability to uncover potential new
customers often separates the successful from the unsuccessful sales person.
Pre-Approach
This is another preparatory step. At this stage, the salesperson is expected to gather as much
information as he can about the prospects before approaching them.
Approach
This is the step when a conscious effort is expended to establish actual contact with the
prospect. As first impressions are crucial in personal selling, the behaviours of the salesperson
as well as his comportment are very important. If the salesperson has adequately prepared
himself by comprehensive research about the prospect, he should be able to approach the
prospect with confidence.
Presentation
This means telling the prospect about the product or service. Before preparing a presentation,
sales people need to learn all they can about the individual or company to which they hope to
sell.
Handling Objections
Usually, the prospect may raise objections about the product, the price or the payment terms.
These may or may not be expressed. The aim when answering any objection, should always be
to win over the prospect. Tact and utmost politeness are therefore, essential.
Closing the Sale
A close is the achievement of the preset objectives of sales people calls. In most industries it is
the signing of the order.
Follow-up
After the close of sale, a follow-up is necessary to solve any problems which may have arisen
following the purchase. The follow-up could even result in another order or chance meeting of or
introduction to another prospect.
Selling skills
From the process of selling discussed above, it is clear that salespeople must possess the
following skills.
Researching Prospects
Chances are your prospect knows plenty about you, your firm and your competition. In order to
add real value, you’ll need to know even more about the prospect, the prospect’s business and
the prospect’s own customers.
Planning Meetings
Every contact with a prospect or customer should end in some kind of commitment from the
customer—an agreement to do something that will move the process forward. This is only
possible if you plan carefully to make it happen.
Creating Rapport
The first decision that every buyer makes is: “Do I want to do business with this person?” To
create that all-important instant connection, you’ve got be curious, personable and really care
about the people you’re trying to help.
Asking Questions
If you can’t satisfy a customer’s real needs, you can’t make a sale. And if you don’t ask the right
questions-or if you ask them the wrong way-you’ll never know what the customers really need,
and therefore will never be able to help.
Listening Actively
This is even more important than asking the right questions. When customers are talking, it’s
not enough to keep your mouth closed. You’ve also got to keep your mind open to discover
ways to truly be of service.
Presenting Solutions
This means creating and describing a specific solution to previously agreed-upon needs. Note:
It is the exact opposite of a sales pitch, which is a one-size-fits-all way to say “all I care about is
making a sale.”
Asking for Commitment
All of the above is completely pointless if the activity doesn’t eventually result in some sales. If
you don’t ask for the business at some point, it’s not going to happen. So learn how to ask.
Building Relationships
Your short-term goal is to walk “arm in arm” with the customer as they arrive at the best
possible solution. Your long-term goal is to become part of that customer’s essential business
network, and vice versa.
FUNDS MANAGEMENT
Since most business funds are borrowed, this last section shall concentrate on Loan
Management and Credit Discipline.
(1) Purpose
Ensure that loans are used for the main purpose they are granted. Do not use loans meant for
textile business for fish business, for example. Do not use any business loan for school fees, or
other personal expenses. Do not give out loans as loans to other people. Do not use the wrong
persons who are not qualified in your business. Do not use the wrong equipment in your
business.
(2) Business Records
For any business to succeed it must have adequate bookkeeping records. Essential records to
be kept include the following:
(a) Loan Record – to show the amount collected as loan and subsequent repayment.
(b) Sales Record – to show all the sales made on a daily basis.
(c) Purchase Records – to show all items purchased on a daily basis.
(d) Debtors Records – to show all those who bought goods on credit from you and the
amounts.
Do not sell on credit for a period longer than trading cycle. Do not grant credit to those with
doubtful character.
(e) Creditors Records – to show all those who sold goods to you on credit and the repayments.
(f) Sunday Expenses Records – to show all other expenses relating to the business.
(g) Profit or Loss Records – to show the profit made or loss incurred at a particular point in time,
i.e. weekly, monthly, annually, etc. This is done by subtracting all expenses, including
purchases from the total sales during the period under review.
(h) Balance Sheet Record – to show the position of your business, including the capital, loans
debtors, creditors, bank balances, and other assets and liabilities.
– This should be done bi-annually and annually and not monthly and weekly.
– Engage a professional accountant if you can afford it.
(3) Repayment
– Every loan has repayment periods or periods.
– Credit discipline requires that you repay your loans as and when due.
– Do not wait until the loan officer starts calling you to repay your loan.
– Always keep in touch with your loan officer always.
– Do not hide from your loan officer in case of unavoidable default because you may lose
sales.
– When money is available before due date, it is advisable to make repayments to avoid using
the money for other things.
(4) Multiple Loans
This is a situation where you borrow money from two or more sources for the same purpose.
– It makes repayments difficult.
– Ensure you get the right amount of loan for a particular business from one source.
– Do not over-borrow or under-borrow.
Consequences of poor credit discipline
(1) It causes embarrassment from your loan officer.
(2) It makes you to lose your reputation in the society.
(3) You will lack the ability to get more loans in the future.
(4) It can eventually lead to business failure.
Benefits of sound credit discipline
(1) You become a friend of the loan officer and the lending.
(2) You maintain your reputation in the society.
(3) You will have the advantage of getting more loans in the future.
(4) It leads to business expansion and eventual success.
SUMMARY
Purchasing and supply are the activities of acquiring goods or services to accomplish the goals
of an organization.
Selling is personal individual persuasive two-way communication aimed at achieving planned
sales objectives. Because selling involves direct contact with the customer, it is usually referred
to as personal selling.
The selling process is viewed as consisting of seven stages namely: Prospecting, Pre-
approach, Approach, Presentation, Handling objections, Closing the sale, and Follow-up.
Salespeople must possess the following skills:
1. Researching Prospects
2. Planning Meetings.
3. Creating Rapport.
4. Asking Questions.
5. Listening Actively.
6. Presenting Solutions.
7. Asking for Commitment. 8. Building Relationships.
Apart from selling the company’s products, the salesman also plays the role of: Determining
customer needs, Communicating information to buyers, Providing service, Implementing trade
or consumer promotions, and Supporting advertising.
Because much of business funds are borrowed, it is advisable to develop sound funds
management. This can be achieved by 1. Using your loans for the purpose you borrowed them.
2. Keeping good business records. 3. Repay loans as and when due. 4. Avoid multiple loans.
There are lots of benefits when you maintain credit discipline, and the consequences are not
palatable.

EVALUATION / ASSIGNMENT
1. Explain purchasing and supply of goods and services
2. Explain selling and bargaining skills
3. Define selling and state the process of selling
4. State those skills a person selling must possess.
5. Explain fund management

WEEK: 7- MID TERM BREAK MID-TERM TEST OPEN DAY

WEEK: 8 – 11 REVISION

WEEK: 12 – 13 EXAMINATION