Lesson Plan

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Lesson Plan
Grade: Date: 25/02/2026
Subject: Business
Lesson Topic: the advantages and disadvantages of market segmentation
Learning Objective/s:
  • Describe the key concepts of market segmentation and its role in marketing strategy.
  • Explain at least three advantages and three disadvantages of using market segmentation.
  • Analyse a case study to identify appropriate segmentation variables and evaluate the suitability of chosen segments.
  • Apply the segmentation process to develop a brief targeted marketing mix for a chosen segment.
Materials Needed:
  • Projector and screen
  • Whiteboard and markers
  • Printed handout with summary table (pros & cons)
  • Case‑study worksheets on a real company
  • Sticky notes for segment brainstorming
  • Timer or stopwatch
 Introduction:

Begin with a quick poll: “When you shop online, how often do you feel the ads are tailored just for you?” Use the responses to highlight how businesses segment markets to increase relevance. Review students’ prior knowledge of the marketing mix, then state that by the end of the lesson they will be able to weigh the benefits and drawbacks of segmentation and design a simple targeted mix.
Lesson Structure:
  1. Do‑Now (5’): Students list three products they think are highly segmented and share why.
  2. Mini‑lecture (10’): Define market segmentation, outline common variables, and present the pros and cons table.
  3. Guided Practice (12’): In pairs, analyse a short case study and identify at least two viable segments; record on sticky notes.
  4. Whole‑class Discussion (8’): Groups present their segments; teacher facilitates critique focusing on advantages, disadvantages, and feasibility.
  5. Application Activity (10’): Each pair creates a brief 4‑P marketing mix for one of their segments; use the handout as a template.
  6. Check for Understanding (5’): Quick quiz (Kahoot or paper) with 4 questions on advantages, disadvantages, and segmentation steps.
Conclusion:

Summarise how segmentation can both create opportunities and introduce challenges, linking back to today’s success criteria. Ask students to write one “key takeaway” on a sticky note as an exit ticket. For homework, assign a brief report evaluating the segmentation strategy of a brand of their choice.