Lesson Plan

• Describe the three main segmentation methods (geographic, demographic, psychographic) and their key variables.
• Compare the strengths and limitations of each segmentation approach.
• Apply a systematic process to select and target a market segment using relevant data.

• Projector and screen
• Whiteboard and markers
• Printed handouts with segmentation tables and Venn diagram template
• Case‑study worksheets
• Laptop with internet access for examples

Begin with a quick poll: “Which products do you think are designed for specific groups of people?” Connect responses to prior knowledge of market targeting, then outline that today students will master three core segmentation methods and learn how to apply them in real‑world contexts.

1. Do‑now (5'): Students write down three products they feel are targeted to particular groups and share briefly.
2. Mini‑lecture (10'): Explain geographic, demographic, and psychographic segmentation, highlighting key variables and examples.
3. Venn‑diagram activity (10'): In pairs, students place segmentation variables on a projected Venn diagram to visualise overlaps.
4. Case‑study analysis (15'): Groups use a provided worksheet to evaluate a brand’s segmentation strategy using the comparison table.
5. Whole‑class debrief (5'): Discuss findings, emphasising strengths, limitations, and data sources.
6. Exit ticket (5'): Each student writes one actionable way to segment a product of their choice.

Recap the three segmentation methods and their practical uses, then collect exit tickets to gauge understanding. Assign homework: students must select a local business and draft a brief segmentation plan using the three methods.