An exercise designed to provide a better understanding of a market segment, by constructing a segment profile.
Type of Material:
Assignment
Recommended Uses:
In-class individual or group work, could also be completed outside-of-class and discussed as a larger group
Technical Requirements:
Browser
Identify Major Learning Goals:
This module seeks to give students a hands-on experience in constructing a segment profile, and via a group exercise, to interact with and brainstorm with other students. THe exercise allows students to explore the differing needs and purchase behavior of consumers in different segments.
Target Student Population:
Marketing students at the graduate or undergraduate level.
Prerequisite Knowledge or Skills:
Principles of Marketing at minimum, and a asic understanding of segmentation and the marketing mix.
Content Quality
Rating:
Strengths:
Since segmentation is such a fundamental concept in Marketing courses, this assignment could be utilized in a number of classes as either an initial instructional exercise or review. It is very clearly laid out, and provides enough notes that the instructor can readily utilize it with minimal preparation needed. The information is practical, easily understandable, and should quickly aid in students’ learning of the topic. Paired with another activity (linked in the directions), instructors would have a well-rounded lesson on the importance and application of segmentation in the marketplace.
This is an in-class exercise that is very comprehensible and can be achieved in about 20-30 minutes. It challenges students to grapple with the notion of how marketing mix elements may need to be tailored to different market segments.
Concerns:
The exercise requires context on segmentation. It is also not flexible in the sense that it is a very specific in-class small group exercise.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
This exercise comes completely packaged for the instructor. It provides teaching notes (including the size of group, timing, variations, and resources), and is appropriate for any level of Marketing student. There are additional descriptions embedded in the original document or linked, and it includes discussion questions that can be assigned and expanded as needed. This lesson, used in conjunction with another (also accessible on the site), would provide a thorough overview of the segmentation topic and would provide a nice option for student group work, either inside or outside of class.
This module is very easy to use as an in-class assignment during a discussion of segmentation.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
Beyond the initial download of materials, this exercise requires little preparation. Everything is contained in the document, and it is both engaging and interactive. Students would easily identify with the concepts, and should be able to readily visualize a segment profile and its importance in Marketing. This is an enjoyable and quick activity that packs maximum “punch” in the classroom.
The module is very clear and easy to use.
Concerns:
The design quality is not great. The webpage is full of Google ads, which is distracting and not consistent with an academic experience.
Creative Commons:
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