Literature evaluation and critique of STP Segmentation, Targeting & Positioning in strategic Marketing
\nInstructions<\/p>\n
1. Read the uploaded files FULLY and Completely before starting the assignment
\n2.Try to not write simple destructive or summarization of the reviewed articles, there should be sound critique such as:
\n\u2022 Briefly define and contrast the 3 concepts then\u2026
\n\u2022 Compare and contrast different authors\u2019 views on the concepts
\n\u2022 Note areas in which authors are in disagreementhighlight weaknesses of the concepts as well as strengths
\n\u2022 Highlight gaps in research\/ knowledge
\n\u2022 Discuss implementation issues in applying the concepts to practice
\n3. When selecting the articles, focus on:
\n\u2022 Relevance
\n\u2022 Quality
\n\u2022 At least 10 Academic journal articles, 3 of them must be the below
\n1. Hooly et al (2017) Marketing Strategy & Competitive Positioning. 6th ed. Harlow Pearson
\n2. Dibb, S. & Simkin, L. (2009) STP – Implementation rules to bridge the theory\/practice divide in market segmentation – https:\/\/ww w.researchgate.net\/publication\/45348437_Implementation_rules_to_bridge_the_theorypractice_divide_in_market_segmentation
\n3. Urde, M. & Koch, C. (2014) Market and brand-oriented schools of positioning. Journal of Product & Brand Management. 23(7),
\npp. 478\u2013490.
\n4. %40 of the word count only (around 1000 words) should be dedicated to the literature review section
\n5. %40 of the word count only (around 1000 words) should be dedicated to the case studies of the 2 companies chosen from 2 different industries
\n6. %20 of the word count only (around 500 words) should be dedicated to the generic recommendations
\nPurpose of the Assessment
\nThis assessment has been designed to allow students the opportunity to explore the
\nunderlying importance and application of marketing strategy and implementation
\nconcepts to produce recommendations for selected organisations.
\nAssessment Task
\n\u201c\u2026positioning and segmentation are distinct parts of the strategy process and provide
\nus with some extremely powerful tools; but ultimately they are linked by the central
\nissue of focusing on satisfying customer\u2019s needs in ways that are superior to
\ncompetitors\u201d (Hooley et al, 2017 p159)*.
\n*Hooley et al (2017) Marketing Strategy & Competitive Positioning. 6
\nth ed. Harlow
\nPearson.
\nBy reference to academic literature evaluate, and critique, the concepts of
\nSegmentation, Targeting & Positioning (STP) including a consideration of
\nimplementation issues.
\nWith supporting evidence, use appropriate examples from different industries (plural)
\nto exemplify how different organisations (plural) have applied STP, to demonstrate your
\nlearning and application of this topic.
\nIndicate how any company could apply the concepts around STP, making generic
\nrecommendations for best practice.
\nYou are required to produce a report that should have:
\n\u2022 a sound theoretical and conceptual perspective, containing evidence of critical
\ndebate with reference to appropriate academic literature (at least 10 academic
\njournal articles)
\n\u2022 sound examination of STP and its application in industry, with evidence, showing
\neffective practical understanding
\n\u2022 generic management recommendations.
\nLearning Outcomes
\nThe learning outcomes that are being assessed in this assignment are:
\nb) Select, apply and critique relevant marketing conceptual models and frameworks, in
\nthe appraisal and development of marketing strategies
\nc) Select, apply and critique relevant marketing conceptual models and frameworks, in
\nthe appraisal of strategic implementation issues and development of proposed solutions
\nf) Produce appropriate informed decisions and recommendations in the context of real world situations
\nYour grade will depend on the extent to which you meet these learning outcomes in the
\nway relevant for this assignment. Please see the grading rubric at the end of this
\nassignment brief for further details of the criteria against which you will be assessed.
\nWord Limits
\nThe word limit for this assessment is 2400 words.
\n5<\/p>\n","protected":false},"excerpt":{"rendered":"
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