• +44-190-022-0819 +44-190-022-0819
  • +1-248-268-9041 +1-248-268-9041
  • +61288800241 +61288800241

SEARCH SOLUTION

Search your solution from list of 1000+ questions

19-09-2018

Product Code:- Marketing-PH40

1
THE UNIVERSITY OF NORTHAMPTON
FACULTY OF BUSINESS AND LAW
MASTER OF BUSINESS ADMINISTRATION
MODULE: MKTM028 Strategic Marketing 2017-2018
Module Code
MKTM028
Level
7
Credit Value
20
UoN Module Leader
Dr Stephen Castle
Assignment Brief
Assignment title:
Assignment Two MKTM028: STP
Weighting:
60% of Module Marks
Deadline:
See NILE
Feedback and Grades due:
See NILE
Resit Date
See NILE
2
Purpose of the Assessment
This assignment has been designed to allow students the opportunity to explore the underlying importance and application of marketing concepts to benefit a given organisation.
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.
Supplementary and Support Information can be viewed in this video. The information in this video forms an integral part of this assignment brief and is treated as such in assessment, grading and feedback:
https://northampton.mediaspace.kaltura.com/media/MKTM028+AS2+Feedforward/1_bn9vtp4w (6mins).
Assessment Submission
You must submit your work to the ‘Submit your work’ area of the Module NILE site. It is important that you submit your work to the correct module NILE site, and that your work is submitted on time by 23.59h (UK local time) of the submission date.
You must submit BOTH a pdf version and a word doc version to the correct submission points on NILE. Failure to do so will be penalised by reduction of the grade by 10%.
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.
3
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.
If you have a problem with submitting to NILE email both versions to your local tutor immediately, and certainly before the submission deadline.
Extensions
Timely preparation and submission of assessments is your responsibility.
Extensions will only be given on good grounds, not for poor planning or IT issues. Extensions will NOT be given within 3 days of submission, without very good reason.
Academic Practice
This is an individual assignment. The University of Northampton policy will apply in all cases of copying, plagiarism, academic misrepresentation, or any other methods by which students have obtained (or attempted to obtain) an unfair advantage.
Support and guidance on assessments and academic integrity can be found from the following resources:
SkillsHub: https://skillshub.northampton.ac.uk
Learning& Development: https://nile.northampton.ac.uk/webapps/portal/execute/tabs/tabAction?tab_tab_group_id=_253_1
Assessment Support/Feedforward
Feedforward will be provided through the video link above, workshop activities and/or online Collaborate sessions.
Viva Voce
All students should be prepared to undertake a viva voce to support their submission.
The University and Module team reserve the right to undertake an oral exam at any time.
Extensions
Timely preparation and submission of assessments is your responsibility. 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. Please refer to Appendix I of the Post Graduate Handbook for advice on extensions.
Extensions will only be given on good grounds, not for poor planning or IT issues. Extensions will NOT be given within 3 days of submission, without very good reason.
Mitigating Circumstances
For guidance on Mitigating circumstances please go to https://www.northampton.ac.uk/about-us/governance-and-management/university-policies-procedures-and-regulations/ where under Student Issues you will find
4
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.
Late submission of work
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 of C-.
More than one week from original deadline– maximum grade achievable LG (indicating late no grade).
Assessment Guidance: See below.
Learning Outcomes
On successful completion of the module, participants will be able to:
Knowledge and Understanding
a) Justify, using robust practical and theoretical evidence, the application of marketing across a variety of orgainisational contexts
c) Demonstrate knowledge applied to evaluate marketing practice in relation to the cross-functional aspects of business & management with the goal of enhancing long-term shareholder value.
Subject Specific skills
d) Synthesise complex organisational based information, together with dynamic external data into effective marketing lead strategies.
e) Demonstrate an ability to work effectively in a leadership role in order to carry out marketing tasks linking theory to practice
Key Skills
f) Make discriminating use of a range of learning resources in order to solve organisational marketing related problems
g) Communicate the solutions arrived at, and the thinking underlying them, in verbal and written form.
Assessment criteria
Please consult the Assessment Matters section of the Common Academic Framework - Student Guide for information on the general grading criteria.
In order to gain a good pass for this assignment at this level students are expected to pay attention to the following generic grading criteria.
5
The actual grading criteria against which the submission will be judged are shown on pages 7 & 8:
GENERIC GRADE CRITERIA
These are the criteria required to achieve each classification at:
Level 7
An outstanding Distinction
A+
Work which fulfils all the criteria of the grade below, but at an exceptional standard
A very strong Distinction
A
Work of distinguished quality which is evidenced by an authoritative comprehensive, detailed and systematic knowledge base and understanding for specialised area of study. A key feature will be the ability to work with creativity and originality using knowledge and insights at the forefront of the area of study. There will be a confident grasp of disciplinary methodologies for the discipline/area of study which will be consistently reflected in both own research and advanced scholarship, effectively integrating advanced skills of analysis, synthesis, evaluation and application on a firm foundation of critical facility. Work will be characterised by strong technical expertise to high professional standards, and there will be sustained evidence of confident, autonomous operation and judgment in complex and unpredictable professional situations both in relation to working with others and in relation to own functioning. Self-direction, creativity, practical understanding will be combined to demonstrate the qualities expected of an effective self critical independent learner exercising excellent measured judgment, and will be a consistent feature of work.
A clear Distinction
A-
Work of very good quality which displays most but not all of the criteria for the grade above.
An outstanding merit
B+
Work of highly commendable quality which clearly fulfils the criteria for the grade below, but shows a greater degree of capability in relevant advanced intellectual or specialised skills.
A very strong Merit
B
Work of commendable quality demonstrating a detailed and systematic knowledge base and understanding in specialised areas, informed by critical awareness of current issues, research based/theoretical insights at the forefront of the area of study. This will be supplemented by a good comprehensive understanding of disciplinary methodologies relevant to own research or advanced scholarship, which will be reflected in work which integrates skills of advanced analysis, synthesis, evaluation and application with critical awareness. There will be some evidence of originality in application of skills/knowledge, underpinned by good technical expertise which permits confident, autonomous operation in a range of complex and unpredictable professional situations. The ability to work autonomously, as a self critical independent learner exercising good and considered judgment, will be a consistent feature of work.
A Merit
B-
Work of good quality which contains most, but not all of the characteristics of the grade above.
6
Grading / feedback guidance
The table on the following pages serves as the specific grading guide to assist you in preparing, structuring, presenting and evaluating your own work. Tutor feedback will also include specific remarks on strengths and aspects for improvement as well as overall comments on the assignment as a whole.
An Outstanding Pass
C+
Work which clearly fulfils the criteria for the grade below, but shows a greater degree of capability in relevant advanced intellectual or specialised skills.
A Very Good Pass
C
Work of capable quality which clearly demonstrates a systematic understanding of knowledge in specialised areas and a critical awareness of current issues, research based/theoretical knowledge at the forefront of the area of study, together with a sound understanding of methodologies applicable to own research or advanced scholarship. There may be limitations to the application of this knowledge and/or conceptual understanding of advanced scholarship, but there will be evidence of critical awareness in relation to analysis, synthesis, evaluation and application. The ability to exercise initiative as an independent and self critical learner in complex and unpredictable professional contexts will be demonstrated, as will threshold levels of technical expertise, although the scope of expertise may be limited.
A Pass
C-
Work of satisfactory quality which contains most, but not all of the characteristics of the grade above.
Fail
F+
Work which indicates some evidence of a systematic, coherent and analytical engagement with key aspects of the field of study, including familiarity with current scholarship, and evidence of ability to utilise specialised skills, but which also contains significant limitations.
F
Work that falls well short of the threshold standards in relation to one or more of knowledge, intellectual, subject based or key skills at this level.
F-
Work of poor quality which is based on only minimal understanding, application or effort. It will offer only very limited evidence of familiarity with knowledge or skills appropriate to the field of study at this level.
AG
Work submitted but academic misconduct proven and penalty given was to award AG grade
LG
Work submitted but given an LG grade due to late submission
NG
Work submitted but work comprises no value
G
Nothing presented
7
ASSESSMENT CRITERIA FOR MKTM028 – AS2 - STP
Excellent Good Average Weak Very Weak
Structure & clarity of expression
10%
A polished and coherent structure. Thoughts & ideas are expressed clearly and focused on the purpose of the task. Fluent academic style.
Presentation carefully and logically organised. Thoughts and ideas expressed with clarity and focus.
Presentation and organisation satisfactory. Language mainly fluent though some proof-reading required.
Presentation shows attempt to organise. Language not always fluent. Needs thorough proof-reading.
Disorganised and unclear, the assignment is poorly presented and inadequately structured.
Reading / research & referencing
15%
Excellent range of relevant sources has been used to inform the piece, with clear evidence that the credibility of sources has been considered. Referencing is in accordance with the UoN Harvard format.
Good range of sources used to inform the piece. There is evidence that the credibility of sources has been considered. Referencing is in accordance with the UoN Harvard format
Sound range of sources has been used, although evaluation of these is more limited. Referencing has errors in the UoN Harvard format.
Limited range of sources used to inform the piece, with little evidence of evaluation. Referencing has major errors. Application of the findings to the topic is limited.
Very limited range of sources has been used, many of which are not credible. No effort at evaluation of sources. Referencing is inadequate.
Knowledge and understanding
(K&U)
20%
Excellent use is made of relevant marketing theory to structure and inform the piece. Clear understanding is evident in the way marketing theory is employed and explored.
Good use is made of relevant marketing theory to structure and inform the piece. Clear understanding is evident in the way marketing theory is employed and explored.
Sound use is made of relevant marketing theory to structure and inform the piece. Application of marketing theory demonstrates a reasonable level of understanding.
Limited use is made of relevant marketing theory to structure and inform the piece. Application of marketing theory shows deficiencies in understanding.
The submission fails to meet the required standard due to significant content omissions and lack of understanding.
8
Analysis / evaluation
(A&E)
25%
Highly analytical approach. Excellent use is made of relevant theory to inform and facilitate a robust evaluation of STP as an embedded marketing approach.
An analytical approach is evident. Good use is made of relevant theory to inform and facilitate evaluation of STP as an embedded marketing approach.
There is sound evidence of an analytical approach, although with a fair degree of descriptive work. Marketing theory (STP) is employed, but there are limitations in the degree of evaluation.
The submission is largely descriptive, although with some evidence of analytical and evaluative work around STP.
There is an inadequate level of analytical and evaluative work. The submission is highly descriptive with insufficient application of relevant STP marketing theory.
Application to industry
30%
The theories, findings, and analysis around STP are fully applied to the chosen organisations, with comparisons as appropriate.
The theories, findings, and analysis around STP are well applied to the chosen organisations, with comparisons as appropriate.
There is effort to apply the theories, findings, and analysis around STP to the chosen organisations, with comparisons as appropriate.
There is limited effort to apply the theories, findings, and analysis of STP to the chosen organisations, with little appropriate comparisons.
There is no application of the theories, findings, and analysis of STP to the chosen organisations, with no comparisons as appropriate.

 

Download Questions

The essay has primarily dealt with the most effective marketing strategy that goes through segmenting the market, targeting the customers and positioning the products in the business market.

Related Questions in (Marketing Management)

13-01-2018

Solution: The Journal of Helene Berr and Rue Ordener, Rue Labat 2 evidences that prove the difficulty and destructiveness that the people had to face in those four years. As mentioned by Berr (2009, p.23), in h ...

18-01-2018

Solution: Employee communication highlights the sharing of ideas and information. In this competitive business world, information exchange is essential among employees to develop team performance effectively. m ...

18-01-2018

Solution: As per Section 1 of the Thirteenth year plan describes about China’s two key objectives that will be accomplished if the National People’s Congress or the standing committee of this party passes t ...

18-01-2018

Solution: (Feldman 2005) reference information extraction to be one of the weightiest pre-processing method that escalates the text mining potential significantly. Pre-processing is an essential part in informa ...

18-01-2018

Solution: The pro forma income statement represents a trending statement that includes the probable net income value for the company considering the current growth and decline rates valid throughout the period ...

18-01-2018

Solution: Mode is defined as the value which occurs more frequently in the data set. The mode for non-business is 82 while for business is only 59. P value can be calculated from z table . As per z table p valu ...

18-01-2018

Solution: ABC assumes that there are different activities involved in different processes that cause costs andthe product, services, and customers are reasons for those activities. The UK customer segment is br ...

19-01-2018

Solution: Residual earnings valuation method is used to calculate the intrinsic value of the stock based on the expected residual income of the company in the coming years. The residual income is discounted bac ...