Number one for English language teachers

Introduction to marketing

Type: Article

David Baker gives a comprehensive overview of his Marketing series, detailing the components of each lesson plan and providing tips on how they can be used in the classroom.

This is a series of lessons which are primarily aimed at pre-work-experience students studying marketing, either as a specialist subject, or as part of a general business studies course. However, most of the material can also be used successfully with students who are actually working in marketing.

The following six topic areas are covered:

  • Market research
  • Marketing strategy
  • Segmentation
  • Branding
  • Products
  • Public relations

For each of these topics, there are four lessons provided: Worksheet A Levels 1 and 2; and Worksheet B Levels 1 and 2.

For each lesson, Worksheet A is built around a reading text, and Worksheet B around a listening text. Level 1 is aimed at Intermediate to Upper Intermediate-level students; Level 2 at Upper Intermediate to Advanced level.

Each individual lesson is designed to provide approximately two hours of classroom material. Most lessons contain options for project work and homework, both of which would require more time – either in class and/or for pre-class preparation. There is also lots of scope for teachers to add material of their own on each of the topic areas, should they wish to do so.

The material is designed so that the six topics can be studied in any order. Similarly, for each topic, Worksheet A can be used independently from Worksheet B, although there is often some deliberate partial overlap in topic coverage between the two worksheets.

Accompanying teacher's notes give suggestions for using the material on an activity-by-activity basis.

Worksheet A

The Worksheet As are all based around a reading text taken from Foundations of Marketing by Jonathan Groucutt (© Palgrave Macmillan, 2005). The reading texts in each lesson have sometimes been slightly adapted in order to fit in with the target language level and specific accompanying tasks (especially at Level 1). However, adaptation has deliberately been kept to a minimum, in order to develop students’ confidence in dealing with texts written in an academic style and with rich vocabulary input.

Students are, therefore, working with an authentic text that comes directly from a marketing textbook used by first-language and proficient speakers of English. This should be possible even at the lower of the two levels, and the realization that they are capable of working with texts of this kind should be highly motivating for learners.

Typical Worksheet A activities include:

  • Some pre-teaching of difficult vocabulary. This is mainly done at Level 1; at Level 2 students are encouraged to see how much they can understand before they seek help (either from a dictionary or their teacher);
  • A pre-reading question eliciting ideas and opinions from students which they can then compare with the content of the reading text;
  • Comprehension-checking activities, designed to establish that students have properly understood the detailed content of the text;
  • Vocabulary development activities, focusing especially on vocabulary that is specifically related to – or useful for – marketing. The accompanying Teacher’s notes highlight opportunities for students to record and then test themselves on the vocabulary input in the lessons by having a personal vocabulary notebook. They also point out opportunities for teaching dictionary skills;
  • Discussion topics and project work designed to get students talking about the concepts presented in the text, to use the structures and vocabulary they have been taught, and to generally to develop their speaking skills. A number of the project work activities can also be set as writing assignments;
  • (At Level 2) webquest activities designed to develop students’ skills in carrying out and making use of independent research on the internet.

Worksheet B

Worksheet B activities are based on an audio text. There is a similar range of task types to Worksheet A, except that there is a strong emphasis on the skills of listening for gist and note-taking from an aural presentation.

Full audio scripts are provided. There are suggestions about how they might be used in the teacher’s notes, but teachers are free to exploit these in whatever ways they think appropriate.

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Readers' comments (11)

  • It's also a problem because of the material is for pre-work students, making everything virtually unusable for me.

    Unsuitable or offensive? Report this comment

  • It's very unclear what you're getting for your money and it's extremely difficult to navigate and locate resources.

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  • Hello robert,

    Thank you for your comment. We are sorry you feel unhappy with these resources and our site. We have over 9,000 resources, with new resources added every month. At less than £4 per month, we feel this is real value for money. Our resources cover the whole spectrum of EFL teaching. However, we do take on board your comments regarding navigation; this is something we are currently working to improve.

    With regards to business resources for in-work students, we feel that our resources would need adapting to suit the needs of your class. This is because it would be impossible for us to know exactly what prior knowledge your students have.

    Best wishes,

    The onestopenglish team

  • why can't I find the actual lessons? I keep clicking on the links which I think will lead me to the materials and ... nothing ... is this part not part of the free trial section?

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  • Hello Britinfrance,

    Thank you very much for your comment, we are very sorry you are having problems accessing this resource.

    If you try clearing your cache (by typing '?clearcache=1' at the end of the web address on the address bar at the top of your screen then pressing return) that should work.

    If you are still experiencing difficulties however, please do get back in contact with us through our customer services team at

    Best wishes,

    The onestopenglish team

  • Hi georgia,

    Thanks for your feedback and apologies for the confusion, but the page that you commented on IS the article entitled 'Introduction to marketing'. It explains how the series is organised (into two worksheets, A and B) and the link below 'Related resources' takes you back to the Marketing homepage.

    Hope that helps.
    Best wishes,
    The onestopenglish team

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  • Please check this: I wish to read "Introduction to marketing"
    By David Baker
    Type: Article

    but it will not open. I clicked "Related Resources" as you advised and this introductory article still does not open. Using your link also does not allow me to open/see this introduction to marketing. There is only a description of it. Please help. Thank you.

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  • Hi,

    The lesson plans for marketing can all be found in the marketing section which can be reached by following the link under the 'Related Resource' tab entitled 'Marketing'.

    Alternatively, just copy and paste the link below to find all lessons and lesson plans related to marketing:

    Best wishes,
    The onestopenglish team

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  • Hi, how can I reach the lesson plans related to marketing? I couldn't see any links.

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  • Hi Anonymous,

    This page is an introduction to our marketing series and just gives an overview of what the series contains. I have added a link to the main marketing page above under 'Related resources' so you can navigate your way to the lesson plans. I hope this helps!

    Best wishes,
    The onestopenglish team

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  • How is it possible to download this lesson I am also a member of the group?

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  • I have a subscription and so far I've had access to all sections of OSE.

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