Lesson Plan

• Describe the concept of market segmentation and its purpose.
• Identify and explain at least four advantages of segmenting a market.
• Analyse the disadvantages and potential risks associated with market segmentation.
• Evaluate how segmentation informs product positioning and marketing decisions.
• Apply a simple segmentation framework to a brief case study.

• Projector or interactive whiteboard
• PowerPoint slides with definitions and examples
• Handout summarising advantages and disadvantages
• Sample market data sheets for group activity
• Whiteboard markers and flip chart
• Exit‑ticket cards

Begin with a quick poll: “When you shop online, do you notice ads that seem tailored just for you?” Discuss how businesses use this to target specific groups. Review prior knowledge of target markets and set the success criteria: students will be able to list benefits and drawbacks of market segmentation and apply a basic segmentation process.

1. Do‑now (5'): Students answer the poll on sticky notes; teacher records observations.
2. Direct instruction (10'): Present definition and why segmentation matters using slides.
3. Guided analysis (12'): Examine advantages list; teacher elicits real‑world examples.
4. Group activity (15'): Using sample data, groups identify variables and draft two segment profiles.
5. Disadvantages discussion (8'): Whole‑class brainstorm of drawbacks; link to activity.
6. Application quiz (5'): Quick Kahoot matching advantages/disadvantages to scenarios.
7. Summary & reflection (5'): Recap key points; students write one takeaway on exit ticket.

Recap that effective segmentation can boost sales but also brings costs and complexity. For the exit ticket, ask students to note one advantage and one disadvantage they consider most critical. Assign homework: research a brand and outline its market segments with brief justification.