Topic: Marketing & STP
Individual Resit Essay (2,500 words)
1. Segmentation, Targeting and Positioning
Describe and analyse the concept and practice of Segmentation, Targeting and Positioning (STP) in marketing. Use relevant models and theory. (50 marks)
Using a British company of your choice in the UK market, show why an application of the STP is important to successful marketing. (50 marks)
Your work should demonstrate a good understanding of the topic based on thorough research and extensive reading. It should use examples throughout. Your essay should include references from the text book and at least five academic journal articles. The assignment reflects all the learning objectives and represents 70% of the assessment for the module.
The word limit is 2500 words (Times New Roman 12 font, using 1.5 line spacing). You are allowed to include a reasonable amount of relevant supporting material in the appendix. If you exceed the word limit you will be penalised by receiving a lower grade. All material should be properly referenced according to the Harvard system of referencing used in most academic journals.
Please Use M&S(marks and spencer) as the chosen company in Part 2
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