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.