Lesson Plan: Market Segmentation (Grade 12)

Subject: Business Studies Topic: Market Segmentation Duration: 60 minutes

Introduction: - Begin the lesson by asking students if they have ever noticed how different products are targeted towards different groups of people. - Explain that this is a result of market segmentation, which is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors. - State the objectives of the lesson: to understand the concept of market segmentation, its importance, and the different segmentation variables.

Lesson Outline: 1. Definition and Importance of Market Segmentation (10 minutes) a. Show a short video explaining the concept of market segmentation. [Video Resource: https://www.youtube.com/watch?v=3v2m0xZpZyY] b. Discuss the importance of market segmentation in marketing strategies. c. Provide examples of companies that successfully use market segmentation.

1. Segmentation Variables (15 minutes) a. Introduce the different variables used for market segmentation: demographic, geographic, psychographic, and behavioral. b. Show a video explaining each segmentation variable. [Video Resource: https://www.youtube.com/watch?v=3v2m0xZpZyY] c. Discuss examples of each segmentation variable and how they can be used by companies.

2. Questioning and Discussion (10 minutes) a. Engage students in a discussion by asking questions such as:
   • Why is market segmentation important for businesses?
   • Can you think of any examples of companies that use market segmentation effectively?
   • How can market segmentation help companies tailor their marketing strategies?
3. Assessment: Worksheet Activity (15 minutes) a. Distribute a worksheet that includes scenarios where students have to identify the appropriate segmentation variable for each situation. b. Allow students to work individually or in pairs to complete the worksheet. c. Review the answers as a class and provide feedback.

Differentiation: - For students who need additional support, provide extra examples and explanations during the lesson. - For advanced students, encourage them to think critically about how market segmentation can be applied in real-world scenarios beyond the examples provided.

Plenary: - Summarize the key points discussed during the lesson. - Ask students to reflect on how market segmentation can benefit both businesses and consumers. - Encourage students to think about how they can apply the concept of market segmentation in their own lives or future careers.

Resources: 1. Video Resource: “Market Segmentation Explained” - https://www.youtube.com/watch?v=3v2m0xZpZyY 2. Worksheet Resource: “Market Segmentation Scenarios” - [Worksheet Resource: Insert link to worksheet resource]

Note: The worksheet resource can be created by the teacher or sourced from existing market segmentation worksheets available online.