MKT501 Marketing Management Segmentation, Target market

Charles Sturt University

MKT501 Marketing Management Segmentation, Target market

Assessment No: 3

MKT501|Marketing Management

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MKT501 Marketing Management Segmentation, Target market

Assessment item 3 - Segmentation, Target market


Assessment 2 is a presentation, and also a strong foundation for assessment item 3. The presentation should only include 10 -12 slides (excluding referencing and title page) and should not be more than 10 mins of narration.

1 page written summary/blurb of your consumer profile presentation- highlighting the key points (max 500 words)

Carefully choose an organisation that you are interested in (or work for) and one of their specific products. Imagine you a marketing consultant and you have been hired to review and make recommendations on their target audience.

Using the concepts of segmentation, targeting and positioning as a theoretical framework, and data from secondary market research, construct a primary audience for your chosen product and design a consumer profile.

Along with the brief one-page summary, the organization has requested a digital meeting where you will present your ideas to the chief marketing officer. To do this, you need to create a presentation, (i.e. PowerPoint with a voice-over narration) pitching your STP to the company.

Inside the presentation you need to include;

  • Definitions and descriptions of concepts of STP
  • A consumer profile for your chosen product
  • Recommendations for positioning statement.

Use your textbook and other theoretical sources and secondary research (be sure to have reviewed their latest marketing information- i.e. TVC/Youtube ad for their current STP strategy) as a starting point for your analysis to support and frame your argument.

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