TARGET MARKETING WITH MUSIC VENUES

This is a great lesson to introduce the concept of target marketing and marketing. It is geared to Philadelphia, but you can tailor it to your area (with very little effort).

I.                    Topic

1.      Of Unit – Intro to Marketing

2.      Of Individual Lesson – Target Marketing with Music

 

II.                 Objective

1. Knowledge:  This lesson is being taught to enable students to more fully analyze and understand the differences between 3 different markets and the importance of knowing one’s customer.  The students will understand the concept of target marketing and its role in marketing.  This will be done to illustrate to the students their prior and current knowledge of the topic before delving into the text and terms.

Students will devise a list of attributes of their assigned target market and generate class discussion.

2. Skills:  After a short review of target marketing and listening to an audio tape of 3 types of music; the student will analyze and discuss the target markets of 3 different venues (Opera Company of Philadelphia, Cow Town Rodeo, and Egypt Night Club on Delaware Ave.) in groups, which will be discussed and critiqued at the end of class.

III.Goals

1.      Ideals, attitudes, Appreciations.   The student must have a basic understanding of marketing and targeting consumers.  The student must also have had the life experience to be aware of the 3 local venues mentioned in the objective. (schema)  Students are encouraged to share their pre-conceived notions of each venue and its occupants – this will aide class discussion.

 

IV.              Motivational Techniques: 

 Music will be played, class discussion, cooperative learning, drawing from personal experience, healthy competition, interesting subject matter.

 

V.                 Outline of Subject Matter to be encompassed:

Target Marketing, Differing Venues, Group work, Teamwork

 

VI.              Pupil Activity.

1. __1_ minute. Warm – Up. 

The students are to break into 3 groups and take out notebook and pens. Also students will log pay stubs into folders and review fundraising.  Teacher will put the company names on the board as well as the consumer profile criterion.

 

2. _1.5_ minutes. Activity 1.

• Short review of target marketing by the teacher, from the handout.
  • What is marketing? 
  • Why is it important to know and understand one’s customer base?
  • What is a target market?

 

 

3. ___5___ minutes. Activity 2.  (Group Discussion)

1. The students will be broken up into three different groups within the class.
2. The groups will designate one person to be the secretary and reporter.
3. They will be instructed on the activity:

 

§               ”You are assigned to the marketing committees’ of the (Philadelphia Opera Company, Cow Town Rodeo, and Egypt Night Club).

 

§               “All three venues are unique in their clientele and over all atmosphere.”

 

§               “Analyze your respective TM and develop a consumer profile.”

 

§               “Listen to the following music clips that will help to understand more fully your customer.  Jot down any notes that come to mind.”

 

1. They will listen to three different types of music via audiocassette (Opera, Country, and Rap respectively.)  As they are listening they are to jot notes as to what comes to mind when they hear the music.
2. Discuss the following questions and be prepared for class discussion on the consumer profile.

Consumer profile includes:

• Demographics:  Age:, Gender, Income, Ethnicity
• Psychographics:  Trends, attitudes, values of what’s important, interests, hobbies, educational levels, Occupation, Recreational activities
• Geographics:  Where they live? (Regional, National, Local areas).
• How do we reach them best?

 

• Teacher will explain :

Each group will have one reporter/recorder and one presenter.  This is oral, for discussion purposes only, nothing written.

Bottom line:  We want to understand our TM for each venue.  What are these customers about?

 

_4. _2.5_minutes.   Presentations and analysis made by group leaders.

 

5       1 minute.    Followed by class discussion/comments should time allow.

 

 

.

 

 

VII.  Materials and Equipment: 

• Audio tapes
• Tape Player
• Notebook
• Pen/pencil

Handout (yesterday’s notes).

 

VII.            Equipment

Chalk board, chalk, tape recorder, blank tape, batteries.

 

IX  Evaluation

            1. What is marketing?  And why is it important?

 

2.      Develop a consumer profile including:

§         General Age of the patrons:

§         Socio-economic status : (income, occupation, educational attainment, and wealth of either an individual or a group)

§         What are some common recreational activities they typically engage in?

 

After the three presentations for class discussion:

1. How do the three groups differ in their consumer profile?
2. What methods of advertisements do you think may work best with each group?

 

X Assignment for class work or homework

- Work Station (co-op)

Sarah Williams
New Jersey