Lesson Plan

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Lesson Plan
Grade: Date: 17/01/2026
Subject: Business Studies
Lesson Topic: identifying customer needs
Learning Objective/s:
  • Describe the purpose of identifying customer needs in the marketing process.
  • Explain primary and secondary research methods used to gather customer information.
  • Analyse market data to segment customers and prioritise their needs.
  • Apply identified needs to shape the product, price, place and promotion (4 Ps).
  • Evaluate the suitability of different research techniques for a given product scenario.
Materials Needed:
  • Projector or interactive whiteboard
  • Slide deck on research methods
  • Sample questionnaire worksheet
  • Printed smartphone case‑study handout
  • Markers and flip chart for segmentation activity
  • Laptops/tablets for online survey demonstration
 Introduction:
Begin with a quick “what was the last product you bought and why?” poll to spark interest. Review students’ prior knowledge of the marketing mix and link it to the need‑identification stage. State that by the end of the lesson they will be able to select appropriate research methods and use the findings to influence the 4 Ps.
Lesson Structure:
  1. Do‑now (5’) – Think‑pair‑share on recent purchases to activate prior knowledge.
  2. Mini‑lecture (10’) – Explain why identifying customer needs is vital and its link to the marketing mix.
  3. Research‑methods carousel (12’) – Stations with examples of primary and secondary techniques; groups note advantages and disadvantages.
  4. Data‑analysis activity (10’) – Using the smartphone case study, students identify patterns, segment the market, and prioritise needs.
  5. Application discussion (5’) – Teams propose how the identified needs shape product, price, place and promotion.
  6. Check for understanding (3’) – Exit ticket: one key insight learned and one remaining question.
Conclusion:
Recap the steps from research to the marketing mix, highlighting how each decision is driven by customer needs. Collect exit tickets to gauge understanding and assign a brief homework: each student designs a simple questionnaire to investigate a product of their choice.