Market Segmentation Lesson Plan

Instructor: Artem Cheprasov

Artem has a doctor of veterinary medicine degree.

This lesson plan will help your students learn about market segmentation. They will watch two informative video lessons, engage in several small marketing activities and conclude by creating and presenting a unique marketing plan that focuses on proper market segmentation.

Learning Objectives

Using this lesson plan's videos and numerous activities, your students should be able to:

  • Define market segment and market segmentation
  • Understand the importance of market segmentation
  • Apply the principles of market segmentation to example scenarios


60 - 120 minutes without the activity and extension

Curriculum Standards


Develop and strengthen writing as needed by planning, revising, editing, rewriting, or trying a new approach, focusing on addressing what is most significant for a specific purpose and audience. (Editing for conventions should demonstrate command of Language standards 1-3 up to and including grades 9-10 here.)


Conduct short as well as more sustained research projects to answer a question (including a self-generated question) or solve a problem; narrow or broaden the inquiry when appropriate; synthesize multiple sources on the subject, demonstrating understanding of the subject under investigation.


Produce clear and coherent writing in which the development, organization, and style are appropriate to task, purpose, and audience. (Grade-specific expectations for writing types are defined in standards 1-3 above.)


Warm Up

Warm-up the class with this question:

  • How would you divide up the U.S. population if you wanted to market a product or service to them? Based on what criteria or characteristics?


  • Play the Market Segmentation: Why Market Segments Are Important to Marketers video lesson for the class.
  • Discuss the following once you've finished watching the video:
    • Why do companies divide populations into market segments?
    • Mini-activity: split the class into small groups. Each group should pick any famous company they want (no repeats). They should identify three market segments the company is probably most interested in and three market segments that the company probably avoids. They need to justify their selections.
  • Now, play the Market Segmentation: Geographic, Demographic, Psychographic & More video lesson.
  • Discuss the following after you've finished watching it:
    • Why do most marketing teams prefer multiple segmentations strategies?
    • What are some of the ways by which you can segment a market?
    • What do we mean by geographic segmentation?
    • Why is demographic segmentation so important?
    • Mini-activity: have the students form groups of 3 - 4. For each of these three groups - tweens, Baby Boomers, and Generation X - they should think of three products that each group would want that the other two groups wouldn't want. Everyone should share their thoughts with the class.
    • What potential problems do students foresee with psychographic segmentation?
    • What is benefit segmentation?
    • What is the 80/20 principle?


  • Each student needs to take each lesson's quiz after both discussions have been completed:
    • The lesson quiz 'Market Segmentation: Geographic, Demographic, Psychographic & More'
    • The lesson quiz on 'Market Segmentation: Why Market Segments Are Important to Marketers'.
  • Review all questions and answers together as a class

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