1. LESSON PLAN: Kellogg’s
Subject and Content
Company and Case Study/Version
AVCE Business Year 12: Product Life Cycle (Edexcel)
Kellogg’s – Building a brand in order to sustain its life cycle – full
case study
Link to case study here
Day/Date
April 25th 2005
Duration/ Time
1 hour
Class/Group
AVCE Yr12
Period
3
Room
EC1
Number of Pupils
Boys: 6
Girls: 6
Context of lesson – where it fits in relation to the scheme of work
The lesson is based in the middle of the scheme of work, as set out for the AVCE UNIT 3 Marketing.
The Product Life Cycle is taught after the Principles of Marketing and the Marketing Mix. It can be
taught before or after SWOT and PEST Analysis.
Previous knowledge and understanding needed to support the teaching of this lesson
To teach the following lesson, an understanding of the Principles of Marketing and the Marketing Mix
is required with knowledge of SWOT analysis by the AVCE students. This lesson could also be used
as a solid basis for a revision lesson at the end of the Scheme of Work.
Learning Objectives (Linked to Times 100 subject grid)
By the end of the lesson:
All pupils will be able to identify the five stages of the Product Life Cycle.
Most pupils will be able to explain at least two extension strategies .
Some pupils will be able to critically evaluate the PLC as a form of Market Analysis used by
Kellogg’s in their planning process.
Assessment Indicators: Criteria for Success – how learning is demonstrated and differentiated
Learning will be differentiated through a series of oral questions throughout the lesson that will target
a range of different ability levels. An activity sheet will provide a range of questions for students to
confirm the learning outcomes have been achieved.
Extension Activities will be provided if work is completed early.
Assessment Procedures
Summary Assessment through question and answer sessions at the start and end of the lesson to
confirm learning outcomes.
Formative Assessment will be achieved by marking Activity Sheets the following lesson. Peer Marking
can be conducted.
Equipment/Resources required
OHP, Slide (Containing notes on the PLC & Diagram), White Board Pens, Handouts of Brief Case
Study (Kellogg’s) and Activity Sheets for students.

2. Teaching Strategies and Organisation
The Case Study will be used to cement previous knowledge and understating taught earlier in the
unit. The Case Study will be used to teach the Product Life Cycle and strategies to extend the life
cycle of certain goods. The Kellogg’s Case Study will be used as a tool to promote student learning
as it will provide real life evidence, therefore bringing the subject to life.
A range of teaching strategies will be used within the hour lesson:
Visual diagrams of the Product Life Cycle will be displayed on the board and on worksheets.
Teacher exposition through question and answer sessions will generate class discussion and promote
learning.
Practical activity sheets will allow students to demonstrate their knowledge and understanding.
Lesson Content
Introduction
Timings Teacher Activity
Pupil Activity
10 mins
Hand out Bingo sheets to students. Present
small prize to the winner
Game of student ‘Bingo’ based on
UNIT 3 Marketing. (GROUP
ACTIVITY).
5 mins
Go through lesson objectives with students.
Hand out a blank PLC sheet. Get the students
to draw what they think the PLC looks like.
Bring students up to draw on the board.
Pupils to draw PLC on blank sheet.
Development
Teacher Activity
Pupil Activity
15 mins
On the OHP bring up the correct shape of
PLC. Go through a PowerPoint presentation
on the PLC.
Direct students to take down certain points.
Students to take notes.
5/10
mins
Hand out a copy of the Kellogg’s Case Study:
Talk through sheet
Students read individually.
20 mins
Handout worksheets to pupils. Go through
worksheet explaining what needs to be
achieved by the end of the lesson.
Students to work on sheets in pairs –
separate answers to be written down.
Conclusion/Plenary
Teacher Activity
Get students to write their homework down in
their planners. Talk through some of their
answers. Finish the lesson with a ‘Throw the
Ball’ Plenary: Target a range of students to
confirm the lesson objectives have been met.
Pupil Activity
Questioning, final recapping task, the
setting of Homework.