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.
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
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.
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.
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.
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.
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.
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.
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.