This assessment has been designed to allow
-The lecturer said should be 3 companies case study : 1 for segmentation, 1 for targeting and 1 for positioning
– focus more on the theories part, samples also 3 case study
The Assessment Task
This assessment has been designed to allow students the opportunity to explore the underlying
importance and application of marketing strategy and implementation concepts to produce
recommendations for selected organisations.
“…positioning and segmentation are distinct parts of the strategy process 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, 2017 p159)*.
*Hooley et al (2017) Marketing Strategy & Competitive Positioning. 6 th ed. Harlow Pearson.
By reference to academic literature evaluate, and critique, the concepts of Segmentation,
Targeting & Positioning (STP) including a consideration of implementation issues. With supporting evidence, use appropriate examples from different industries (plural) to
exemplify how different 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 for best practice.
You are required to produce a report that should have:
• a sound theoretical and conceptual perspective, containing evidence of critical debate
with reference to appropriate academic literature (at least 10 academic journal articles)
30% of the marks
• sound examination of STP and its application in industry, with evidence, showing
effective practical understanding 40% of the marks
• generic management recommendations 10% of the marks
• quality academic sources 10% of the marks
• Harvard referencing, report structure and presentation 10% of the marks
Word Limits
The word limit for this assessment is 2400 words.
1
Assessment Brief
Module Name:
Module Code Level Credit Value Module Leader
MKTM028 7 20 Deborah Clewes
Assessment title:
Assessment Two MKTM028: STP
Weighting: 60% of Module Marks
Submission dates: Please see NILE under Assessment Information
Feedback and
Grades due:
Please see NILE under Assessment Information
Please read this assessment brief in its entirety before starting work on the Assessment Task.
The Assessment Task
This assessment has been designed to allow students the opportunity to explore the underlying
importance and application of marketing strategy and implementation concepts to produce
recommendations for selected organisations.
“…positioning and segmentation are distinct parts of the strategy process 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, 2017 p159)*.
*Hooley et al (2017) Marketing Strategy & Competitive Positioning. 6th ed. Harlow Pearson.
By reference to academic literature evaluate, and critique, the concepts of Segmentation,
Targeting & Positioning (STP) including a consideration of implementation issues.
2
With supporting evidence, use appropriate examples from different industries (plural) to
exemplify how different 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 for best practice.
You are required to produce a report that should have:
• a sound theoretical and conceptual perspective, containing evidence of critical debate
with reference to appropriate academic literature (at least 10 academic journal articles)
30% of the marks
• sound examination of STP and its application in industry, with evidence, showing
effective practical understanding 40% of the marks
• generic management recommendations 10% of the marks
• quality academic sources 10% of the marks
• Harvard referencing, report structure and presentation 10% of the marks
Word Limits
The word limit for this assessment is 2400 words.
In accordance with the Assessment and feedback policy, where a 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 item. Where a submission is notably under the word limit, the full submission will be
marked on the extent to which the learning objectives have been met.
Learning Outcomes
On successful completion of this assessment, you will be able to:
b) Select, apply and critique relevant marketing conceptual models and frameworks, in the
appraisal and development of marketing strategies
c) Select, apply and critique relevant marketing conceptual models and frameworks, in the
appraisal of strategic implementation issues and development of proposed solutions
f) Produce appropriate informed decisions and recommendations in the context of real-world
situations
Your grade will depend on the extent to which you meet these learning outcomes in the way
relevant for this assessment. Please see the grading rubric on NILE for further details of
the criteria against which you will be assessed.
Assessment Support
Specific support sessions for this assessment will be provided by the module team and
notified through NILE. You can also access individual support and guidance for your
assessments from Library and Learning Services. Visit the Skills Hub to access this support
and to discover the online support also available for assessments and academic skills.
3
Academic Integrity and Misconduct
Unless this is a group assessment, the work you produce must be your own, with work taken
from any other source properly referenced and attributed. For the avoidance of doubt this
means that it is an infringement of academic integrity and, therefore, academic misconduct to
ask someone else to carry out all or some of the work for you, whether paid or unpaid, or to
use the work of another student whether current or previously submitted.
For further guidance on what constitutes plagiarism, contract cheating or collusion, or any other
infringement of academic integrity, please read the University’s Academic Integrity and
Misconduct Policy. Also useful resources to help with understanding academic integrity are
available from UNPAC .
N.B. The penalties for academic misconduct are severe and can include failing the
assessment, failing the module and expulsion from the university.
Assessment Submission
To submit your work, please go to the ‘Submit your work’ area on the NILE site and use the
relevant submission point to upload your report. The deadline for this is 11.59pm (UK local
time) on the date of submission. Please note that essays and text based reports should be
submitted as word documents and not PDFs or Mac files.
Written work submitted to TURNITIN will be subject to anti-plagiarism detection software.
Turnitin checks student work for possible textual matches against internet available resources
and its own proprietary database. Work
When you upload your work correctly to TURNITIN you will receive a receipt which is your
record and proof of submission. If your assessment is not submitted to TURNITIN, rather
than a receipt, you will see a green banner at the top of the screen that denotes successful
submission.
N.B Work emailed directly to your tutor will not be marked.
Late submission of work
For first sits, if an item of assessment is submitted late and an extension has not been
granted, the following will apply:
• Within one week of the original deadline – work will be marked and returned with full
feedback, and awarded a maximum bare pass grade.
• More than one week from original deadline – grade achievable LG (L indicating late).
For resits there are no allowances for work submitted late and it will be treated as a non-
submission.
Please see the Assessment and Feedback Policy for full information on the processes related
to assessment, grading and feedback, including anonymous grading. You will also find the
generic grading criteria for achievement at University Grading Criteria. Also explained there
are the meanings of the various G grades at the bottom of the grading scale including LG
mentioned above.
4
Extensions
The University of Northampton’s general policy with regard to extensions is to be supportive
of students who have genuine difficulties, but not against pressures of work that could have
reasonably been anticipated.
For full details please refer to the Extensions Policy. Extensions are only available for first sits
– they are not available for resits.
Mitigating Circumstances
For guidance on Mitigating circumstances please go to Mitigating Circumstances where you
will find detailed guidance on the policy as well as guidance and the form for making an
application.
Please note, however, that an application to defer an assessment on the grounds of mitigating
circumstances should normally be made in advance of the submission deadline or
examination date.
Feedback and Grades
These can be accessed through clicking on the Feedback and Grades tab on NILE. Feedback
will be provided by a rubric with summary comments.
,
Sample of a literature Review Done.
Note: You should be doing at least 10 Journals on Segmentation, Targeting and Positioning.
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Learning Outcomes addressed through this assignment |
No Submission / No Evidence |
Fail |
Pass |
Merit |
Distinction |
|
Work submitted is of no academic value / nothing submitted |
Evidence included or provided but missing in some very important aspects |
Of satisfactory quality, demonstrating evidence of achieving the requirements of the learning outcomes |
Of high quality, demonstrating evidence which is rigorous and convincing, appropriate to the task or activity |
Of very high quality, demonstrating evidence which is strong, robust and consistent, appropriate to the task or activity |
|
|
Evaluate and critique the concept of Segmentation in the appraisal and development of marketing strategies based upon a sound theoretical and conceptual perspective (LOb – 10%) |
Work submitted is of no academic value / nothing submitted. |
You did not sufficiently evaluate and critique the concept in relation to the development of marketing strategies. A greater depth of analysis is required to achieve a passing grade in future. |
You sufficiently evaluated and critiqued the concept in relation to the development of marketing strategies to pass. However, much more depth of critical analysis is required at this level to achieve a higher grade in future. |
You evaluated and critiqued the concept in relation to the development of marketing strategies very well. With a little more depth of critical analysis, you have the potential to score even higher. |
You evaluated and critiqued the concept in relation to the development of marketing strategies to an excellent level, showing excellent critical analysis as well. Maintain this standard in future. Well done! |
|
Evaluate and critique the concept of Targeting in the appraisal and development of marketing strategies based upon a sound theoretical and conceptual perspective (LOb – 10%) |
Work submitted is of no academic value / nothing submitted. |
You did not sufficiently evaluate and critique the concept in relation to the development of marketing strategies. A greater depth of analysis is required to achieve a passing grade in future. |
You sufficiently evaluated and critiqued the concept in relation to the development of marketing strategies to pass. However, much more depth of critical analysis is required at this level to achieve a higher grade in future. |
You evaluated and critiqued the concept in relation to the development of marketing strategies very well. With a little more depth of critical analysis, you have the potential to score even higher. |
You evaluated and critiqued the concept in relation to the development of marketing strategies to an excellent level, showing excellent critical analysis as well. Maintain this standard in future. Well done! |
|
Evaluate and critique the concept of Positioning in the appraisal and development of marketing strategies based upon a sound theoretical and conceptual perspective (LOb – 10%) |
Work submitted is of no academic value / nothing submitted. |
You did not sufficiently evaluate and critique the concept in relation to the development of marketing strategies. A greater depth of analysis is required to achieve a passing grade in future. |
You sufficiently evaluated and critiqued the concept in relation to the development of marketing strategies to pass. However, much more depth of critical analysis is required at this level to achieve a higher grade in future. |
You evaluated and critiqued the concept in relation to the development of marketing strategies very well. With a little more depth of critical analysis, you have the potential to score even higher. |
You evaluated and critiqued the concept in relation to the development of marketing strategies to an excellent level, showing excellent critical analysis as well. Maintain this standard in future. Well done! |
|
Critically appraise how Segmenation, Targeting and Positioning has been applied to develop solutions to strategic implementation issues using examples from numerous organisations within multiple industries (LOc – 40%) |
Work submitted is of no academic value / nothing submitted. |
You did not sufficiently critically appraise the concept to the expected depth and/or failed to utilise multiple industry and/or organisational examples. A greater depth of analysis is required to achieve a passing grade in future. |
You critically appraised the concept in sufficient depth and through the expected multiple industry and organisational examples to pass. However, much more depth of critical analysis is required at this level to achieve a higher grade in future. |
You critically appraised the concept through multiple industry and organisational examples very well. With a little more depth of critical analysis, you have the potential to score even higher in the future. |
Your critical appraisal of the concept through multiple industry and organisational examples was to an excellent level, clearly demonstrating your knowledge and understanding of how this concept can be applied. Maintain this standard in the future. Well done! |
|
Produce appropriate informed decisions within the context of re-world situations by providing appropraite Generic Management Recommendations based upon your examination of the STP concept (LOf – 10%) |
Work submitted is of no academic value / nothing submitted. |
You did not sufficiently devise and sustain an argument through evaluated evidence for the expected issues. A greater depth of critical insight is required to achieve a pass mark. |
You devised and sustained an argument through evaluated evidence in sufficient depth to pass. However, much more depth of critical insight is required at this level. |
You devised and sustained an argument through evaluated evidence very well. With a little more depth of critical insight, you have the potential to score even higher in the future. |
You devised and sustained an argument through evaluated evidence to an excellent level, showing excellent critical insight as well. Maintain this standard in future. Well done! |
|
Quality of appropriate research from at least 10 Journal Articles, which helps to identify, analyse and integrate information from a range of quality academic sources (10%) |
Work submitted is of no academic value / nothing submitted. |
Your answer failed to provide the minimum of 10 Journal Articles as outlined within the assessment brief. At this level, higher quality and/or more sources are required to pass an assessment. |
Although you provided the minimum number of Journal Articles expected, to score a better mark you should look to use a greater number and quality to underpin your work. |
You demonstrated that you located/ used a good variety of relevant resources. If you can improve the quality, you have the potential to do very well in future. |
Your answer demonstrates that you located/used an excellent variety of relevant resources. Maintain this level in future. Well done! |
|
Use of Harvard Referencing which helps to identify, analyse and integrate information from a range of quality academic sources (5%) |
Work submitted is of no academic value / nothing submitted. |
Deficient standard show, through weak referencing and citing style which does not consistently conform to the Harvard referencing style. |
Satisfactory standard shown. Some sources accurately cited, with appropriate reference list provided. Mainly in the correct style. However, there are many inconsistencies in style/sources outlined. |
Good standard shown. Majority of the sources accurately cited/presented in the reference list. Majority in the correct style. However, there are some minor inconsistencies in terms of style/ sources outlined. |
Excellent standard shown. Clear majority of sources accurately cited/presented in the reference list. Clear majority in the correct UoN style. May have some extremely minor inconsistencies. Well done! |
|
Quality of Structure and Presentation which helps to identify, analyse and integrate information from a range of quality academic sources (5%) |
Work submitted is of no academic value / nothing submitted. |
Deficient presentation/layout for the type of assignment. Does not conform to the majority of assessment brief instructions. Figures, tables and/or diagrams ignored in text or not used where clearly needed. Poorly structured. Fails to refer to included appendices within text. |
Satisfactory but inconsistent presentation/layout. Conforms to some but not the majority of the assessment brief instructions. Acceptable use of figures, tables and/or diagrams. Logically structured with satisfactory but inconsistent format. Limited in-text reference to the included appendices. |
Good, consistent presentation style/layout and for the main part conforms to assessment brief instructions. Effective inclusion of figures, tables and/or diagrams. Logically constructed with an appropriate format is used. Majority of appendices referred to within text. |
Excellent, consistent presentation style/layout, which is correct for this type of assessment and conforms to assessment brief instructions. Clear majority of appendices referred to within the text. Keep up this standard. Well Done! |
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Strategic Marketing
Assignment 2
MKTM028
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NAME |
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UON ID |
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SUBMISSION DATE |
7 September 2022 |
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MODULE |
ASSIGNMENT 2 |
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WORD COUNT |
2400 |
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LECTURER |
SALLY LO |
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UNIVERSITY / SCHOOL |
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