A review of the Segmentation, Targeting and Positioning (STP) market strategy

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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.

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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.

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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.

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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.