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Curriculum Overview KS3
Subject:
Business Studies
Overview effective from[date
]:
September 2017
3.5.2 Segmentation
Specification
content
Learning
objectives
Additional
guidance
Suggested
timing
(hours)
Learning activities and resources
Types of
segmentation
To understand
the methods and
criteria
businesses use
to segment the
market.
Segmentation to
target customers,
include gender,
age, location and
income.
1
Starter – in pairs students write down five magazines that are available. For each,
students write down the market segment that it is aimed towards.
Reference –
Tutor2u webpage on market segmentation
Teacher led discussion on criteria that could be used to segment the class, eg
location, age, parent’s occupation etc.
Students create a list of the main criteria businesses can use to segment a market.
BBC Bitesize video on online businesses
To understand
why businesses
use
segmentation to
target
customers.
1
Starter – show a variety of products – students decide which customers they are
targeted towards – for example nappies, SAGA holidays, Nintendo DS, Ford Ka, local
pizza delivery restaurant, Good Housekeeping magazine, Mercedes car etc. Students
should consider the age, gender, location and income.
Students to think of a product that could be targeted to all customers rather than a
specific market.
Show video clip of
seg ment ation in McDonald’s
– why do McDonald’s use
segmentation to target customers?