Lesson Plan

• Describe the main advantages and disadvantages of mass marketing and niche (segment) marketing.
• Compare cost efficiency, brand awareness, pricing power and growth potential between the two approaches.
• Evaluate which marketing approach best fits a specific business environment.
• Apply a decision‑making framework to recommend mass or niche marketing based on market homogeneity, resources, competition, profit goals and growth strategy.

• Projector and screen
• PowerPoint slides summarising advantages/disadvantages
• Handout with side‑by‑side comparison table
• Whiteboard and markers
• Sticky notes for group activity
• Exit‑ticket slips

Begin with a quick poll: “Name a brand you think sells the same product to everyone and one that targets a very specific group.” Connect this to students’ prior knowledge of advertising. Explain that today they will analyse why businesses choose mass or niche marketing and how to decide which is most appropriate.

1. Do‑now (5') – Students write examples of mass and niche brands on sticky notes and place them on the board.
2. Mini‑lecture (10') – Present key advantages and disadvantages of both approaches using slides and the comparison table.
3. Guided comparison (10') – In pairs, students complete the handout chart, filling in advantages/disadvantages for each approach.
4. Decision‑making activity (15') – Small groups receive a brief case (e.g., a new beverage launch) and decide whether mass or niche marketing is optimal, justifying their choice with the framework.
5. Whole‑class debrief (5') – Groups share decisions; teacher highlights common misconceptions and reinforces criteria.
6. Exit ticket (5') – Individually, students write one advantage of mass marketing, one of niche marketing, and which approach they would recommend for the case.

Summarise the core trade‑offs between mass and niche marketing and remind students of the decision‑making checklist. Collect exit tickets to gauge understanding, and assign homework: research a real company that switched from mass to niche marketing and write a short paragraph explaining the reasons and outcomes.