KS4 Curriculum Booklet 2017 - 18

Curriculum Overview KS3

Subject: Business Studies Overview effective from[date ]: September 2017

3.5.2 Segmentation

Suggested timing (hours)

Learning activities and resources

Specification content

Learning objectives

Additional guidance

Segmentation to target customers, include gender, age, location and income.

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To understand the methods and criteria businesses use to segment the market.

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 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?

Types of segmentation

To understand why businesses use segmentation to target customers.

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