The topic is for the module of marketing for a master student, and hell
Traditionally segmentation was based on demographics or behavioural analysis but many marketers are now moving to individual customer journeys to manage
customer experiences. Using examples you should compare and contrast the
approaches to segmentation for domestic versus international markets in the light of the new customer journeys and the digital landscape.
You should choose a company to explain their market segmentation through:
1. The Title of the research
2. Table of content
3. Introduction (The purpose of the study, background)
4. Main body (Include theories, the concept, and literature review after 2015).
5. Finding of the study
6. Conclusion and recommendations
1. The theory:
Use concepts and theories to support your standpoint. The theories used should be applied to practical situations.
2. The structure:
You should use a clear report structure. You can describe the theory you intend to use to support your standpoint, and then use practical situations to reinforce your work.
3. The link between theory and practice:
Remember to relate the two together sufficiently! You need to relate the theory to evidence in your assessment. The evidence needs to be specific. Dont use generalised and anecdotal evidence.
4. Use of literature:
Use academic source, i.e. books, journal articles etc. Refer to respected industry sources DO NOT overuse the Internet, do not use and/or quote from Wikipedia.
You are required to use proper in-text reference and the reference list, in the end, using the Harvard Referencing System.
5. The writing:
Try to approach your chosen topic in a logical and systematic way. Make sure you have a logical structure, a convincing argument, clear description of the situations which set the scene, and clear explanation which relate to theories, and a conclusion that draws your argument together.
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