- Assessment Task
“….positioning and segmentation are distinct parts of the [marketing] strategy and provide us with some extremely powerful tools; but ultimately they are linked by the central issue of focusing on satisfying customer’s needs in ways that are superior to competitors” (Hooley et al, 2012 p183)*.
* Hooley et al (2012) Marketing Strategy & Competitive Positioning. 5th ed. Harlow
Pearson.
By reference to academic literature, explore, evaluate, and critique, the concept of Segmentation, Targeting & Positioning (STP). Use appropriate industry examples (plural) to exemplify how organisations (plural) have applied STP, to demonstrate your learning and application of this topic.
Indicate how any company could apply the concepts around STP, making generic recommendations.
You are required to produce an essay that demonstrates your understanding of this key aspect of strategic marketing.
The essay should have:
a sound theoretical and conceptual perspective, containing evidence of critical debate with reference to appropriate academic literature
sound examination of STP and its application in industry showing an effective practical foundation,
generic management recommendations.
Assessment Submission
The work will be submitted in essay format and should be 3000 words, +/- 10% (excluding Executive Summary, Contents page, titles and references list [as applicable]). University policy regarding the presentation of references must be followed.
Word limits will be inline with Assessment and Feedback policy, which states that where the submission exceeds the stipulated word limit by more than 10%, the submission will only be marked up to and including the additional 10%. Anything over this will not be included in the final grade for the assessment. Abstract, Executive Summary, Bibliography, Reference list, Appendices and Footnotes are excluded from any word limit requirements.
Where a submission is notably under the word limit, the full submission will be marked on the extent to which the requirements of the assessment have been met.
