Marketing Strategies

Tom  - reviewer of the lesson plan   Tom | November 09, 2023
Business English
Work, Marketing, Strategies
B2 Upper-Intermediate, C1 Advanced
Mixed Grammar
Speaking, Vocabulary, Listening
Lesson ID
Lesson Time
30 minutes
A classroom setting where students are engaged in a lesson about marketing strategies. The atmosphere is one of learning and collaboration, with students actively participating in the discussion about promoting a product.

Lesson Overview

Promote, promote, promote! In this lesson, students will discuss marketing strategies used to promote a brand or product. The lesson features a video about guidelines and advice for creating a marketing plan. Also, students will discuss different marketing objectives and come up with a strategy for a given business. They will learn and practice vocabulary relating to the topic. The lesson includes plenty of engaging discussion activities and worksheets that have been developed for adult and teenage learners.

Lesson Objectives

  • Listening: Students will improve their listening skills by engaging with a video on marketing plan creation. They'll listen for details about developing customer personas, setting marketing goals, and choosing marketing media.

  • Speaking: Learners will practice speaking by discussing marketing strategies, objectives, and tools. They will articulate their thoughts on creating marketing plans and share strategies for different business scenarios.

  • Vocabulary: Participants will learn and practice key marketing terms such as "customer persona," "marketing goals," "brand awareness," "customer retention," and "marketing budget." This will expand their vocabulary related to marketing and business, enabling them to discuss these topics more fluently.

  • Homework: For homework, students will complete tasks focusing on vocabulary and concept application. They will respond to questions about marketing strategies, select correct verbs related to marketing actions, and fill in blanks with marketing terms.


Watch this video to get advice on and learn about the guidelines for using marketing strategies in your business. Understanding your customer is crucial in determining how you’ll share your marketing message. What strategies will you use to make your company a success?

Video Transcript

Vocabulary and Pronunciation

close the deal [idiom]: a situation where professionals bring negotiations to an end by reaching an agreement with their client
marketing strategy [noun]: a plan of action designed to promote and sell a product or service
end-user [noun]: a person who ultimately uses a product or service
market research [noun]: gathering information about a target market and customers
keyword strategy [noun]: using keywords to attract a target audience
consumer behavior [noun]: the set of beliefs and factors that influence decisions to buy a product
total product [noun]: the concept of how a product and market can be analyzed to sell more effectively
customer persona [noun]: a highly detailed description of a company’s ideal customer
acquire [verb]: buy or obtain an object for oneself
launch [verb]: start or set in motion (an activity or enterprise); begin
optimize [verb]: make the best or most effective use of (a situation or resource)
churn rate [noun]: the rate at which customers stop doing business with an entity
marketing funnel [noun]: the most straightforward journey customers might take in their path to purchase
market niche [noun]: a very specific segment of consumers who share characteristics and, because of those characteristics, are likely to buy a particular product or service
email marketing [noun]: a form of digital marketing that uses email to connect with potential customers, raise brand awareness, build customer loyalty, and promote marketing efforts
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