The Lesson: Market Segmentation
EDLM6200
Module 4: Reflexive Learning in
the Digital Classroom
Sandy
Shaw
University
of the West Indies
Dr.
Debra Marshall-Stuart
October
24, 2019
Section 1: Lesson Overview
The section provides
an overview of the general components lf the lesson
Teacher Name:
|
Sandy Shaw
|
Grade Level:
|
Adult Continuing Education
|
Date:
|
October 20,2019
|
Unit/Subject:
|
Marketing
|
Instructional Plan Title:
|
Market Segmentation,
|
Lesson Summary and Focus:
|
The overarching goal of this lesson is to help students learn about market segmentation.
Students should have an understanding of bases for segmentation and
the criteria for successful market segmentation.
|
Classroom and Student Factors/Grouping:
|
The class which is taught in blended mode consists
of 16 students (7 males, 9 females with an average age of 18 years. Vark
analysis done by students in the class indicated that the dominant learning
styles are multimodal visual and auditory. There are no real behavior
concerns, however many of the students have very short attention span hence
they have to be actively engaged in activities that interest them at all
times.
|
Specific Learning Target(s)/Objectives:
|
At the end of the lesson students should be
able to:
1.
accurately
explain the concept of market segmentation, after watching a video.
2.
clearly
discuss the bases of segmentation after reviewing pre-class reading materials
3.
identify
the criteria for successful segmentation, after discussions and demonstrations
with 100% accuracy.
4.
accurately
analyze different target marketing strategies, after reviewing resource
materials.
5.
accurately
construct a perceptual map of the fast food industry given pre-class reading
materials.
6.
actively
participate in class activities by sharing ideas and willingly listen to the
ideas of classmates during discussions.
|
Resources,
Materials, Equipment, and Technology:
|
3. Formative and Extension Activity :WebQuest
Instructions to develop the wiki site can be found at :
https://www.howtogeek.com/howto/34248/how-to-create-a-wiki-without-any-technical-know-how-using-google-sites/
4.
Market
Segmentation, Targeting, and Positioning (STP) for Competitive Advantage: https://www.youtube.com/watch?v=bheDg7-WWKI&feature=youtu.be
|
This section
provides an overview of the lesson delivery and the length of time for each
activity.
Section 2: Lesson Delivery
Anticipatory Set
Students will watch the YouTube video on: What is
Market Segmentation by clicking on the link below:
Students will then post their initial understanding of
market segmentation on a blog created by the facilitator: https://mksegment.blogspot.com/
After watching the video located at: https://www.youtube.com/watch?v=D8oVKRNSWBc students will post their modified understanding
of market segmentation if their understanding has changed.
|
15 Minutes
|
Multiple Means of Representation
I will use PowerPoint to teach students how to provide
an overview of Market Segmentation,
Targeting, and Positioning (STP) for Competitive Advantage
A WebQuest will be used to get students to a construct a perceptual map of the fast food industry.
The perceptual map can be constructed using any tool of their choice.
The WebQuest will discuss what is a
perceptual map, the purpose of a perceptual map and how to construct a
perceptual map.
|
15
minutes
|
Multiple Means of Engagement
Working in two groups students will be
required to develop a wiki using Google
Sites to :
a) identify
the criteria for successful market segmentation,
b) analyze different target marketing strategies, after
reviewing resource materials.
One group will work on identifying the criteria for successful
market segmentation
The second group will
work on analyzing different
target marketing strategies
The third group will discuss the bases of
segmentation
Each group will reviewing pre-class reading materials to be
found at : https://ftms.edu.my/v2/wp-content/uploads/2019/02/CHAPTER-6-1.pdf
(Students
already know how to develop a wiki site from prior experience)
Instructions to develop the wiki site can
be found at : https://www.howtogeek.com/howto/34248/how-to-create-a-wiki-without-any-technical-know-how-using-google-sites/
Formative questioning : Students will be
asked to summarize what they have learnt about:
a)
the
criteria for successful market segmentation
b)
different
target marketing strategies
|
20 minutes
|
Multiple
Means of Expression 20 minutes
Knowledge
Expression
·
Students
will share their wiki with the
facilitator and the rest of the class outlining :
a) identify the criteria for successful
market segmentation,
b) analyze different target marketing strategies, after
reviewing resource materials.
Wiki links will be placed on the course page so the
rest of the class can have access.
Formative Assessment
Students
will be asked to summarize what you
have learnt about :
a)the
criteria for successful market segmentation
b)
different target marketing strategies
Respond
to at least one of your classmates posts using the comments section of the
blog: https://mksegment.blogspot.com/
Summative
Assessment
Complete
the quiz on market segmentation found
at : https://www.proprofs.com/quiz-school/story.php?title=market-segmentation
|
|
Extension Activity and/or Homework
Students
will choose a hypothetical business in a specific business sector, research
the business sector and create a perceptual map of that business. This
perceptual map will be posted on their group wiki sites for the rest of the
class to view
|
Time Needed
20 minutes
|
Presentation Link
Prezi was used to
create the presentation.
Additional Information
Implementation of the Learning
Resources
I am very
intentional about my classroom resources. Resources are aligned with the learning
objectives and are used to help students understand the concepts being
presented. The resources are used inside the classroom by students in the classroom in-order to
enhance instruction and promote academic achievement. Resources are also used
outside the classroom for extension of students learning student learning. Most
resources are found online and can be accessed via multiple platforms for
example phones tablets, desktop computers.
Support of Reflective-Reflexive Practices
How do resources support
reflective-reflexive practices in technology enabled environments?
Resources are used to help students reflect on the entire learning
process. For example blogs are usually used to get students to post their
reflective thoughts on an issue. In this lesson the blog can be found at: https://mksegment.blogspot.com/. Students
not only reflect on their own experiences but they reflect on the experiences
of their peers. Students also use the resources to theorize. They have a
hypothesis and they use the resources to prove or disprove the hypothesis.
Finally they use the resources to describe their experiences; for example
posting their thoughts about a topic.
Changes to Teaching
Approaches
Changes to teaching approaches that must be
embraced to effectively implement learning resources include fully catering for
the diverse learning needs of the students. Many times the most dominant
learning styles are catered for during the learning exchange. This places some learners at disadvantage as they are
forced to learn in a manner that is not their most dominant learning style.
Benefits, Drawbacks, and Challenges to
Using Learning Resources
Many of the learning resources require
internet connection to access them; hence if students do not have access to the
internet they are unable to access the resources. The benefit of using these
resources is that they are always available online hence the students can
access at anytime.
Role in contributing to engaging students in
reflective-reflexive practice
I have an androgogical role to engage my
adult learners in learning exchange that will enable them to achieve their
greatest potential academically in the course that I am facilitating.
References
Franciscus.Z (2010). How to
create a wiki without any technical know-how using Google Sites. retrieved from
https://www.howtogeek.com/howto/34248/how-to-create-a-wiki-without-any-technical-know-how-using-google-sites/
Shaw.S(2019)
Identifying market segments:https://www.youtube.com/watch?v=bheDg7-WWKI&feature=youtu.be
Market Segmentation (n.d) retrieved from: https://ftms.edu.my/v2/wp-content/uploads/2019/02/CHAPTER-6-1.pdf
Vcarlisle172 (2017). Market segmentation. Retrieved from: https://www.proprofs.com/quiz-school/story.php?title=market-segmentation
Comments
Post a Comment