This document outlines a CLIL demonstration lesson on niche marketing for an elementary level class. It begins with an introduction to the teacher's elementary course, focusing on creating a safe learning environment and incorporating higher-order thinking skills. The main part of the lesson demonstrates a unit on niche marketing from the textbook. Students participate in activities to define key concepts, analyze example websites, and discuss a reading. They also engage in a role-play activity where they pitch business ideas to potential investors. In conclusion, the teacher reflects on the lesson and student participation.

1. CLIL DEMO LESSON
ELEMENTARY LEVEL
Emi Fukasawa

2. Outline
1. My elementary course
2. Demonstration of one unit (topic:
niche marketing)
• Pick out some activities
• Experience some of them today
3. Conclusion

3. 1. MY ELEMENTARY
COURSE

4. My Elementary Courses
• Problems related to teaching elementary
courses
• Low proficiency
• Less motivation
• Embarrassed by peer pressure
• Safe environment for learning
• Group works with different members
• Encourage all the students to speak up in every
class

5. From LOTS to HOTS
LOTS
(Lower Order
Thinking
Skills)
HOTS
(Higher
Order
Thinking
Skills)

6. 4Cs
Content Communication
Community/
Culture
Cognition
Coyle, Hood, & Marsh, 2010

7. Textbook
• Academic Connections 1 (Pearson
Longman)
• 4 skills integrated with scaffolding
• Variety of topics (8 units: Psychology,
Ecology, Literature, Chemistry, Art History,
Marketing, Communication)
• Unit 7 Marketing

8. 2. DEMONSTRATION OF
UNIT 7 “NICHE MARKETING”

9. Organization of Unit 7
Critical thinking activity
Writing
Listening
Reading
Introduction Demo
Demo

10. Introduction
1. Introducing the word “niche market”
2. Introducing the word “target
customers”
3. Activity using websites from Japan
4. Activity using websites from the
Philippines

11. Introduction 1: Definition of “Niche Market”
• Niche is a specialized but profitable segment of the
market. (Oxford Dictionary of English)
• Niche marketing is the practice of dividing the market into
specialized areas for which particular products are made.
A niche market is one of these specialized areas. (Cobuild
for Advanced Learner’s English Dictionary)
Niche market
Small and
specialized area

12. Introduction 2: Definition of “Target
Customers”
• the type of person that a company wants to
sell its products or services to. (Cambridge
Business English Dictionary)
Target customers
Customers the company
wants to sell its product or
service to

13. Introduction 3: Activity using websites
• Websites of products or services in niche
market
• Pair work: Discussion “Who are the target
customers?”

14. Introduction 3: Activity Using Websites
Who are the
target customers?
• Showed the website of a fitness gym
• Curves: http://www.curves.co.jp/

15. Introduction 3: Activity Using Websites
This is aimed at women.

16. Introduction 3: Activity Using Websites
Who are the target customers?
• Showed the websites of glasses
• Aigan for yu: http://www.aigan.co.jp/foryou/

17. Introduction 3: Activity Using Websites
The target customers of these
glasses are people who wear
glasses and want to read books
in the bath.

18. Introduction 4: Activity Using Websites
from the Philippines
•Introducing “Jollibee”
• Fast food restaurant chain in the
Philippines
• Website
• Discussion questions
• Who are the target customers?
• What are the unique characteristics of the fast
food restaurant?

19. Who are the target customers?
What are the unique characteristics of the fast
food restaurant?
• Showed the websites (pictures and menu)
• Jollibee: http://www.jollibee.com.ph/

20. Discussion Questions
• Who are the target customers of Jollibee?
• The target customers are children and their
family.
• What are the characteristics of Jollibee? Can you
find any differences between other worldwide fast
food chains such as McDonald’s or KFC?
• They have noodles and rice menus which are
traditional Philippine dishes that people eat at
their home.
• It is an example of niche marketing because they
are only aimed at people who like Philippine
cuisine.

21. Store Locations
• Showed the world map
• http://www.jollibee.com.ph/international/

22. Why is This CLIL?
• Niche marketing
• Target customers
Content
• “This is aimed at”
• “People who …”
Communication
• Pair work
• Discussion
Community/
Culture
• Understanding the content
• Applying the concept of niche
marketing to other businesses
Cognition

23. Reading
• Read the materials from the textbook
• “Jollibee: A Niche Market Success Story”
• Understand target customers of Jollibee
and their marketing strategies from the
passage

24. Listening
• Listen to the material from the textbook
• Lecture “The Power of Niche Marketing”
• Answer comprehension questions

25. Writing
•Aim: to learn persuasive language
• “I am confident that my … business will
succeed here, because …”
• “I strongly believe that my business would
be a very profitable investment for you.”
•Comparison of good and bad
persuasive paragraphs

26. Critical Thinking Activity
•Based on the activity from the
textbook
•Added communicative and critical
thinking aspects
•“Looking for someone to invest in your
business”

27. Critical Thinking Activity: Looking for
Someone to Invest in Your Business
• Situation: Imagine you are a small
business owner marketing this
product/service. You want to start your
business, but you don’t have money. So,
you are looking for someone to invest in
your business.

28. Critical Thinking Activity: Looking for
Someone to Invest in Your Business
• One day, you met a group of rich people. They
can invest your business if they are interested in
and they see the possibility of success. This is
the big chance for you. You want to persuade
them to invest in your business.
Investors
People who
want to start
new
business

29. Procedure
1. Each business
owner explains their
business.
2. Investors listen and
ask some questions in
order to find the best
business.
3.Lastly, each investor
chooses the best idea
from the group.
Investors
People who
want to start
new
business

30. Scaffolding
• One class before
• Showed some examples from the textbook
• Showed my example “Students’ lounge”
• Gave a handout for homework
• Before the activity
• Time to underline “persuasive language”
• Started from small groups, and move to larger groups

31. Instructions on Handout
• “My name is _____________, and I am starting a
business. I have developed a strong plan to make
my business successful.”
• Then explain your business. Benefits, target
customers, etc.
• Also tell the investors how it will succeed. Use
persuasive language (p. 124). See paragraph B
on p. 132.

32. Let’s Try
•Now, you are going to prepare for the
meeting with investors.

33. Let’s Try
1
• Think about a product/service
you want to sell. Who are the
target customers?
2
• Share your idea with your
partner. Explain all benefits that
your product or service has.
What are your unique selling
points?

34. Target Customers & Product/Service
Target customers Product/Service
People who are
conscious of health
Fruit drink with vitamins
Children Breakfast bar in the
shape of a popular
cartoon character
Dutch immigrants in
New Zealand
Stroopwafels
Business people and
students
Onsen and spa in
Yotsuya

35. A Student’s Example 1
• Ramen restaurant in France
• “I am starting a ramen noodle restaurant in
France. Today ramen noodles are liked by
everyone in France. Also many people in
foreign countries have an interest in them. And I
can sell ramen noodles inexpensively other
traditional Japanese food such as sushi and
tempura. In other words, French person enjoy
Japanese original taste easily. So I want to
open a ramen restaurant in France.”

36. A Student’s Example 1
• “Obviously this ramen noodle restaurant will
be very popular. These days, Japanese
culture is drawing attention over the world,
especially in France. For example, Paris have
held Japan Expo, which introduced Japanese
culture. And ramen noodles have many kinds
of flavor such as miso, shio, tonkotsu, and
shoyu. So I am confident that French people
certainly find their favorite taste. I believe this
restaurant would be successful.”

37. A Student’s Example 2: Breakfast for
Students
• “I am confident that my breakfast business will
succeed here, because there is many kinds of
students. They must want to eat it easily. This
breakfast is 300 yen. There are rice, bread,
miso soup, salad, cooked egg, and so on.
According to the survey from internet, it asked
400 students. There is 322 students who are
eat breakfast. It is necessary for them to
provide breakfast. I strongly believe that my
breakfast business would be a very profitable
investment for you.”

38. Why is This CLIL?
• Niche marketing
• Target customers
Content
• “I am confident that …”
• “I strongly believe that …”
Communication
• Group work
• Q&A
Community/
Culture
• Analysing/Creation
• Evaluation
Cognition

39. 3. CONCLUSION

40. Reflection on the Class
• The textbook was exploited to make CLIL
activities.
• Authentic materials are used.
• Most students participated actively.
• More language aids were needed.