### Lesson Plan: Introduction to Marketing III
**Grade Level:** Senior Secondary 1 (Grade 10)
**Subject:** Marketing
**Duration:** 60 minutes
**Topic:** Introduction to Marketing III
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#### Objectives
By the end of the lesson, students will be able to:
1. Understand the basic concept of market segmentation.
2. Identify different types of market segments.
3. Recognize the importance of targeting and positioning.
4. Apply basic segmentation strategies to a hypothetical product.
#### Materials
- Whiteboard and markers
- PowerPoint presentation or slides for "Introduction to Marketing III"
- Handouts with key terms and definitions
- Case study or example product for in-class activity
- Projector/Computer for video clips (optional)
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#### Lesson Outline
1. **Introduction (10 minutes)**
- **Greeting and Roll Call:** Quick check to ensure all students are present.
- **Recap:** Briefly review the previous lessons on Introduction to Marketing I and II.
- Key points: definition of marketing, the 4 P's (Product, Price, Place, Promotion).
2. **Direct Instruction (20 minutes)**
- **Presentation on Market Segmentation:**
- **Definition:** Splitting a market into distinct groups of buyers with different needs, characteristics, or behaviors.
- **Types of Market Segments:**
- **Demographic:** Age, gender, income, occupation, education, etc.
- **Geographic:** Region, city size, climate, etc.
- **Psychographic:** Lifestyle, social class, personality characteristics, etc.
- **Behavioral:** Usage rate, benefits sought, user status, loyalty status, etc.
- **Importance of Market Segmentation:**
- Better understanding of customer needs
- More effective marketing strategies
- Efficient allocation of resources
- **Targeting and Positioning:**
- **Target Market:** Choosing which market segments to focus on.
- **Positioning:** Creating a distinctive place in the market and mind of the consumer.
3. **Video Clip (optional, 5 minutes)**
- Show a short video that visually explains market segmentation, targeting, and positioning. (E.g., "Market Segmentation Simplified" on YouTube)
4. **Activity: Case Study Analysis (15 minutes)**
- **Handouts Distribution:**
- Distribute handouts with a case study of a fictional product.
- **Group Work:**
- Divide students into small groups.
- **Task:** Identify possible market segments for the product using the types of market segments discussed.
- **Discussion Points:**
- How would you segment the market for this product?
- Which segment would you target and why?
- Suggest a positioning strategy for the product.
5. **Group Presentations and Discussion (10 minutes)**
- Each group presents their segmentation, targeting, and positioning strategy.
- Class discussion on the effectiveness of each group's strategies.
6. **Q&A and Wrap-Up (5 minutes)**
- **Questions:** Open the floor for any questions or clarifications.
- **Recap:** Summarize the key points covered in the lesson:
- Market Segmentation
- Types of Market Segments
- Targeting and Positioning
- **Homework Assignment:**
- Students will create a brief market segmentation plan for a real product they choose. They should identify at least two segments, explain their choice of a target market, and propose a positioning statement.
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#### Assessment
- **Formative:**
- Active participation in group work and class discussions.
- Contributions made during Q&A.
- **Summative:**
- Evaluation of the homework assignment on market segmentation plan.
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#### Follow-Up
- **Next Lesson:**
- Deepen understanding of targeting strategies and how to apply them in marketing campaigns.
- **Additional Resources:**
- Recommend students to read specific chapters in the textbook that relate to market segmentation, targeting, and positioning.
- Optional online resources and further reading materials.
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This lesson plan aims to engage students through a mix of direct instruction, multimedia aids, interactive group work, and practical application activities.