Module assessment Portfolio (individual) 100 Assignment brief included at the end of this file Literature , (2014) http iztok zapad eu books book 1424 D0 BC D0 B0 D1 80 D0 BA D0 B5 D1 82 D0 B8 D0 BD D0 B3 D0 BE D0 B2 D0 BE D0 BF D0 BE D0 B7 D0 B8 D1 86 D0 B8 D0 BE D0 BD D0 B8 D1 80 D0 B0 D0 BD D0 B5 D1 81 D1 82 D0 B0 D0 BD D0 B8 D0 BC D0 B8 D1 80 D0 B0 D0 BD D0 B4 D0 BE D0 BD D0 BE D0 B2 Sengupta, Subroto (2005) Brand Positioning Strategies for Competitive Advantage Tata McGraw Hill Publishing Company 2 edition The whole book can be read at https www amazon com Brand Positioning Strategies Competitive Advantage dp 0070581592 Hooley, Graham J (2013) Marketing Strategy and Competitive Positioning FINANCIAL TIMES PRENTICE HALL Czerniawski, Richard D , Maloney, Michael W (2010) COMPETITIVE POSITIONING Best Practices for Creating Brand Loyalty Hudson House Publishing Keller, K (2013) Strategic Brand Management , Pearson (sent to all students in PDF) Solomon, M , Marshall, G , Stuart, E (2018) Marketing Real People, Real Choices 9 th ed Pearson Baines, P and Fill, C (2014) Marketing 3 rd ed Oxford University Press Lee, K and Carter, S (2012) Global Marketing Management 3 rd ed Oxford University Press Journals Journal of Marketing, Harvard Business Review, MIT Sloan Management Review, Journal of Brand Management Module Title Module Number JACS Subject Code(s) and of each subject ASC Category(ies) Marketing Positioning Level (3 8) Credits ECTS Module Value Taught in Welsh Module Type 5 6 Taught Teaching Period Pre requisites Semester 1 None Module Leader School(s) Campus Elizabet Tsenova Varna University of Management Sofia Assessment Methods Assessment Type Duration Length of Assessment Type Weighting of Assessment Approximate Date of Submission Porfolio 3 200 words 100 End semester Aim(s) This subject aims at the acquisition of theoretical and practical knowledge regarding marketing positioning To help students consider the meaning and key elements of product and brand positioning from a theoretical and applied perspective To provide students with the level of knowledge and skills necessary to research customers, to analyse gathered data and to take decisions about brand positioning To develop students understanding of the two basic marketing objectives to analyse brand positioning in order to find market opportunities and to develop brand positioning repositioning strategies Learning Outcomes After completing the module, the student should be able to Show basic knowledge and understanding of the theories and principles of market differentiation and positioning Clearly define the objectives of marketing positioning Explain the characteristics of each of the elements of the positioning strategy Critically discuss concepts of segmentation, differentiation, positioning and branding Evaluate organisation's (or brand's) use of marketing positioning techniques and tricks Critically appraise some of the main elements and activities associated with the development of a brand positioning strategy Analyse the influence of marketing positioning on the whole marketing strategy Learning and Teaching Delivery Methods Lectures will be used to present basic concepts and principles Seminars will be used to discuss and explain specific problem areas Students will also be expected to undertake self directed learning to complement classroom based teaching Indicative Content Market segmentation, targeting and positioning process (STP) Principles of segmentation research and segmentation methods Criteria for market segmentation in consumer markets Characteristics for market segmentation in business markets Brand positioning Perceptual mapping Brand development strategies Positioning and repositioning strategies Competitive analysis Staking out a USP and crafting a positioning statement Critical and postmodern perspectives in marketing Recommended Reading Required Reading Required Reading , (2014) Ries, Al, Trout, Jack (2001) Positioning The Battle for Your Mind McGraw Hill Education Carling, J (2015) The anatomy of an academic paper a brief guide (version 2 0) Oslo Peace Research Institute Oslo (PRIO) Retrieved fromhttp file prio no Publication files Prio Carling 20 20The 20anatomy 20of 20an 20academic 20paper 20 202015 pdf (Appendix 3) Recommended Reading Sengupta, Subroto (2005) Brand Positioning Strategies for Competitive Advantage Tata McGraw Hill Publishing Company 2 edition The whole book can be read at https www amazon com Brand Positioning Strategies Competitive Advantage dp 0070581592 Hooley, Graham J (2013) Marketing Strategy and Competitive Positioning FINANCIAL TIMES PRENTICE HALL Czerniawski, Richard D , Maloney, Michael W (2010) COMPETITIVE POSITIONING Best Practices for Creating Brand Loyalty Hudson House Publishing Keller, K (2013) Strategic Brand Management , Pearson (sent to all students in PDF) Solomon, M , Marshall, G , Stuart, E (2018) Marketing Real People, Real Choices 9 th ed Pearson Baines, P and Fill, C (2014) Marketing 3 rd ed Oxford University Press Lee, K and Carter, S (2012) Global Marketing Management 3 rd ed Oxford University Press Journals Journal of Marketing, Harvard Business Review, MIT Sloan Management Review, Journal of Brand Management Access to Specialist Requirements None PROGRAMME SCHEDULE Week Session Topic Students Activities 1 Introduction to the module, its aims and learning outcomes Practical example Tourism segmentation models 2 Segmentation, Targeting and Positioning process (STP) Case Study ASOS fashion retailer and Whitewall Galleries 3 Principles of segmentation research and segmentation methods Case Study Campbell Soup Company 4 Criteria for market segmentation in consumer markets Case Study JUUL e cigarettes 5 Characteristics for market segmentation in business markets Case study El Tarro and Reggae Reggae Sauce 6 Brand positioning Case study Chicken Cottage 7 Perceptual Mapping Additional knowledge the role of emotions in brand choice 8 Brand development strategies Case study Harry Potter licensing 9 Positioning and repositioning strategies Case Study Heineken 10 Competitive analysis Journal article 11 Staking out a unique selling proposition and crafting a positioning statement Additional knowledge creating adverts 12 Critical and postmodern perspectives in marketing Case study horsemeat scandal Q A on the coursework brief DETAILED LECTURE PROGRAMME Week 1 Lecture 1 Introduction to the module, its aims and learning outcomes Aims Learning outcomes Ice breaker Key definitions The STP Process Industry example Industry Example Tourism Segmentation by purpose of travel, demographic, psychographic and geographic Reading Baines, P and Fill, C Marketing 3 rd edition, Oxford 2014 Keller, K (2013) Strategic Brand Management , Pearson (sent to all students in PDF) Solomon, M et al Marketing Real People, Real Choices 9 th edition, Pearson 2018 Lee, K and Carter, S Global Marketing Management 3 rd edition, Oxford 2012 Cooper, C Tourism Principles and Practice 3 rd edition, Pearson Education, 2005 Week 2 Lecture 2 The STP Process in Market Segmentation ASOS case study Key applications of market segmentation The process of market segmentation Targeting (DAMP model, Rating Approach) Positioning definition and steps in positioning Whitewall Galleries Case Study Reading Baines, P and Fill, C Marketing 3 rd edition, Oxford 2014, Chapter 6 Case Studies ASOS and Whitewall Galleries Week 3 Lecture 3 Principles of segmentation research and segmentation methods Campbell Soup Company Case Study Marketing Information System Customer insight Primary and Secondary data research Challenges in consumer research, data quality Design sample Data collection Reading Solomon, M et al Marketing Real People, Real Choices 9 th edition, Pearson 2018 Chapter 4 Case Study Campbell Soup Company Week 4 Lecture 4 Criteria for market segmentation in consumer markets Key criteria for market segmentation in consumer markets Case study Juul e cigarettes Generational marketing Geodemographics Psychological criteria Ethical considerations in market segmentation Reading Solomon, M et al Marketing Real People, Real Choices 9 th edition, Pearson 2018 Chapter 4 Case Study JUUL e cigarettes Week 5 Lecture 5 Characteristics for market segmentation in business markets Types of B2B customers Types of demand in B2B markets Business buying situations and business buying decision process Organizational characteristics Case study El Tarro Case study Reggae Reggae Sauce and entering the big chains B2B e commerce and B2B social media Case studies El Tarro and Reggae Reggae Sauce Reading Baines, P and Fill, C Marketing 3 rd edition, Oxford 2014 Chapter 6 Journal articles Grocery retail supply chain planning and control Impact of consumer trends and enabling technologies Logan R Vallandingham, Quan Yu, Nakul Sharma, Jo W Strandhagen and Jan Ola Strandhagen (2018) Week 6 Lecture 6 Branding and Brand Positioning Definition of a brand and brand attitudes Chicken Cottage Case Study Brand Personalities Types of brand Branding policies and relationships Brand positioning Reading Baines, P and Fill, C Marketing 3 rd edition, Oxford 2014 Chapter 13 Journal article Experts' Views About Defining Services Brands and the Principles of Services Branding Case study Chicken Cottage Air BnB Week 7 Lecture 7 Perceptual mapping Brand awareness pyramid Customer based brand equity (CBBE) Brand recognition and brand recall Perceptual mapping The role of emotions in brand choice Brand communities and consumer tribes Reading Baines, P and Fill, C Marketing 3 rd edition, Oxford 2014 Chapter 6 Journal article Building Brand Awareness in the Modern Marketing Environment A Conceptual Model Case Study Air BnB Week 8 Lecture 8 Brand development strategies proposition Brand meaning and storytelling Extensions, dilution and sub branding Branding in economic downturn Marketing brands in a recession Licensing, cobranding and ingredient branding Service brands Place branding The six guidelines in B2B branding High Tech Branding Reading Keller, K (2013) Strategic Brand Management , Pearson Chapter 1 Week 9 Lecture 9 Positioning and repositioning strategies Proposition positioning strategies functional vs expressive positioning The four types of repositioning strategies Examples of repositioning strategies in the real world Consequences of frequent repositionings Dramatic repositioning Case Study Heineken Reading Keller, K (2013) Strategic Brand Management , Pearson Chapter 13 Baines, P and Fill, C (2014) Marketing 3 rd ed Oxford University Press, Chapter 6 Zhang, C et al (2015) Investigating the Effectiveness of Repositioning Strategies the Customers Perspective, Journal of Travel Tourism Marketing Week 10 Lecture 10 Competitive analysis Competition in the microenvironment Competition in the macroenvironment Analysing competitors (direct vs indirect competitors) Competitive analysis techniques SWOT analysis PESTEL analysis Porters four corners exercise Treacy and Wiersemas value disciplines Value discipline triad Gilads blind spot analysis Porters five forces War game approach Perceptual mapping Competitive intelligence Reading Alex A et al (2016) Competitor Analysis in Strategic Management Is it a Worthwhile Managerial Practice in Contemporary Times , Journal of Resources Development and Management Week 11 Lecture 11 Staking out a unique selling proposition and crafting a positioning statement Unique selling proposition Mini case study Eveready Energizer battery Purpose of positioning statement Difference between positioning statement and mission statement Core Elements of Strategic Market Positioning How to write a positioning statement Positioning Statement Template and how to use it Examples of positioning statements The six steps for developing advertising campaigns Reading Keller, K (2013) Strategic Brand Management , Pearson Chapter 4 Solomon, M et al Marketing Real People, Real Choices 9 th edition, Pearson 2018, chapter 13 Additional knowledge The six steps for developing advertising campaigns Week 12 Lecture 12 Critical and postmodern perspectives in marketing Segmentation limitations Critical and postmodern marketing definitions Perspectives on critical marketing Critical approach to marketing Marketing as manipulation Commodity fetishism Case study The horsemeat scandal 2013 Need and choice phenomenon Marketing controversies Postmodern marketing Central conditions and key features of postmodern marketing Key dialectics according to Elliot (1997) Student activity coursework brief discussion Case study the horsemeat scandal of 2013 Reading Baines, P and Fill, C (2014) Marketing 3 rd ed Oxford University Press, Chapter 19 You must work INDIVIDUALLY Choose a company that you have keen interest in,e g the company you work in, or based on your future business ideas, or any other company with plenty of data available online, and analyze its segmentation, targeting and positioning strategy Make recommendations for improvement in their STP process 3200 words You must work INDIVIDUALLY The number of words used should be up to 3200 in total Your plan should include the following Information about the company, information about the brand product service Provide an overview of the company, some history and basic data in terms of sales turnovers 5 marks Segmentation part Analyze the profile of the customers of the brand You can do this by either accessing company data (if your research is on the company that you work in), or by tabulating at least 100 Google reviews For tourism providers you can use TripAdvisor or booking com reviews In plc company reports, most of this data is already available 30 marks Targeting part Use Kotlers DAMP model, the Rating Approach (for the Rating Approach you will need to create a matrix) and a segment attractiveness evaluation matrix Discuss the options for targeting approaches (concentrated or niche marketing strategy, customised targeting strategy) If your coursework is based on your future business, justify your answers 30 marks Positioning part Use the 7 Step Brand Positioning Strategy Process 1 Determine how your chosen brand is currently positioning itself 2 Identify the brand s direct competitors 3 Understand how each competitor is positioning their brand 4 Compare your chosen brands positioning to its competitors to identify your brands uniqueness 5 Develop a distinct and value based positioning idea 6 Craft a brand positioning statement (see below) 7 Test the efficacy of your chosen brand positioning statement Requirements for creating a Brand Positioning Statement There are four essential elements of a positioning statement Target Customer What is a concise summary of the attitudinal and demographic description of the target group of customers your brand is attempting to appeal to and attract Market Definition What category is your brand competing in and in what context does your brand have relevance to your customers Brand Promise What is the most compelling (emotional rational) benefit to your target customers that your brand can own relative to your competition Reason to Believe What is the most compelling evidence that your brand delivers on its brand promise Examples of Positioning Statements Amazon com used the following positioning statement in 2001 (when it almost exclusively sold books) For World Wide Web users who enjoy books, Amazon com is a retail bookseller that provides instant access to over 1 1 million books Unlike traditional book retailers, Amazon com provides a combination of extraordinary convenience, low prices, and comprehensive selection Zipcar com used the following positioning statement when it established its business in 2000 To urban dwelling, educated techno savvy consumers, when you use Zipcar car sharing service instead of owning a car, you save money while reducing your carbon footprint 30 marks Conclusion, Technical layout, Bibliography Correct paginations, margins, font size, white paper 5 marks INSTRUCTIONS The APA Harvard style in referencing Due date Submit an electronic copy to the VUM Hand in Office to handin sofia vum bg by 6 pm on 21 March 2023 You should submit to the Hand in office by the due date a MARKING FEEDBACK SHEET (Appendix 1) bearing your name and student number your Assignment should be up to 3 200 words Format Layout It is expected that your essay will be presented in a professional standard It MUST be word processed or typed in Arial font size 12 have 1 5 line spacing and include 2 cm margins on ALL sides be justified to the left hand and right hand margins contain contents page and page numbers have the word count on the title page Assessment criteria The assignment must be up to 3 200 words The exact word count should be stated on the title page of your work Marks for each assessment criterion will be awarded with reference to the standart VUM Cardiff Met marking criteria at levels 0 100, where 70 80 are reserved for the excellent marks You will be given feedback and an indication of the overall garde All marks are subject to agreement at the Examination Board Referrals (even one) to Wikipedia, Tutor2, FastMBA and other similar non academic sources lead to a mark of ZERO The same applies in case that they are listed in the references Use at least 5 academic sources Should less than 5 academic sources are used, the final mark will be 40 Do not forget to utilize VUMs library and electronic resources Marketing Positioning ASSIGNMENT 1 MARKING FEEDBACK SHEET (2021 22) Student number ASSESSMENT CRITERIA Marks 70 69 60 59 50 49 40 39 35 34 0 Feedback (see also assignment) Part A 5 Part B 30 Part C 30 Part D 30 Part E 5 OVERALL FEEDBACK (also see comments on assignment) 1 st marked by Signed Dated MARK Second Markers comments (if relevant) 2 nd marked by Signed Dated MARK Consolidated mark and comments FINAL MARK External Examiner comments (if relevant) Marking criteria MARK ( ) DESCRIPTION 90 100 A quite exceptional and outstanding answer, providing insights which would not be available publicly In addition to the features of the next section, this range is distinguished by superior organisation, economic use of language and totally comprehensive, given the conditions of the exercise 80 89 An answer which demonstrates an excellent understanding of the complexity of the issues involved There is a sound basis of relevant factual knowledge and or the theoretical issues involved Most of the important issues are dealt with in a detailed, specific and systematic way There is either some measure of original thinking or an accurate and comprehensive account is given in a way which demonstrates understanding could not have been based just on reproduction of lecture notes and course material Evidence of creativity, critical approach, and wide reading beyond the core subject matter 70 79 As above but a slightly less consistently excellent level Alternatively, this range of mark may be given for an answer which, while not having original insights, gives comprehensive and accurate coverage of the issues at a high level throughout the answer, without significant omissions or errors 60 69 The report demonstrates a clear understanding of the question and grasp of the complexity of the issues involved There is a clear operational focus which relates closely to the theoretical issues identified, with few significant errors The issues involved are dealt with in a systematic way Some of the issues may be limited in critical approach, but organised to display a comprehensive understanding and factual information essentially complete 50 59 The report demonstrates an understanding of the issues identified There is a basis of of relevant theoretical issues Although some errors may be present, the overall framework of the report is sensible and accurate Most of all the issues may be dealt with at the level of obviously available course material given to the student The report shows planning in its construction, with a clear train of thought or development of argument present Average competent performance, well written, demonstrating understanding of most of the essential issues 40 49 The report demonstrates a limited understanding of the issues in the question There is some relevant awareness of theoretical issues, but it is patchy A few significant errors may be present The answer is not well planned, with little development of argument, and often much irrelevant material is present Lacks clarity of expression The lower range (40 45) would include an answer where relevant awareness of theoretical issues is poor and confused, but not absent Many significant errors may be present The answer is poorly planned, with little clear train of thought or development of argument, and much of the answer may be irrelevant Report material not proof read, many grammatical and spelling errors A mark of 40 would mean that the student failed to cite properly at least 20 academic sources in the report 38 39 Relevant awareness of theoretical issues, if present at all, is very poor and confused and very limited Many significant errors may be present Much or all of the report may be irrelevant Poorly organised and very limited in scope 30 37 Report attempted but awareness of theoretical issues is very poor and confused, and very limited with many significant errors 10 29 Not clear that an issue is correctly identified Only a few minor points made at all relevant to the issue and these may be superficial Most material is irrelevant or incorrect 1 9 A report that is so short or irrelevant that only a few marks are justified For example, one or two points may be made which show some peripheral awareness of certain possibly relevant issues 0 No report A zero mark may also be warranted for unfair practice such as plagiarism or collusion Attachments Module handbo docx

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. Module assessment: Portfolio (individual) 100% Assignment brief included at the end of this file. Literature: ???????, ????????. (2014) ???????????? ????????????? ?????? ???????? ? ???????????.

. Module assessment: Portfolio (individual) 100% Assignment brief included at the end of this file. Literature: ???????, ????????. (2014) ???????????? ????????????? ?????? ???????? ? ???????????. ???. ?????-????? ????? ? ???? ?????? ? ?????????? ?????: http://iztok-zapad.eu/books/book/1424/%D0%BC%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3%D0%BE%D0%B2%D0%BE-%D0%BF%D0%BE%D0%B7%D0%B8%D1%86%D0%B8%D0%BE%D0%BD%D0%B8%D1%80%D0%B0%D0%BD%D0%B5-%D1%81%D1%82%D0%B0%D0%BD%D0%B8%D0%BC%D0%B8%D1%80-%D0%B0%D0%BD%D0%B4%D0%BE%D0%BD%D0%BE%D0%B2 Sengupta, Subroto . (2005) Brand Positioning: Strategies for Competitive Advantage. Tata McGraw-Hill Publishing Company; 2 edition The whole book can be read at https://www.amazon.com/Brand-Positioning-Strategies-Competitive-Advantage/dp/0070581592 Hooley, Graham J. (2013) Marketing Strategy and Competitive Positioning. FINANCIAL TIMES PRENTICE HALL Czerniawski, Richard D., Maloney, Michael W. (2010) COMPETITIVE POSITIONING: Best Practices for Creating Brand Loyalty. Hudson House Publishing Keller, K. (2013) Strategic Brand Management, Pearson (sent to all students in PDF) Solomon, M., Marshall, G., Stuart, E. (2018) Marketing. Real People, Real Choices. 9^th ed. Pearson Baines, P. and Fill, C. (2014) Marketing. 3^rd ed. Oxford University Press Lee, K. and Carter, S. (2012) Global Marketing Management. 3^rd ed. Oxford University Press

Journals: Journal of Marketing, Harvard Business Review, MIT Sloan Management Review, Journal of Brand Management

Module Title

Module Number

JACS Subject Code(s) and % of each subject

ASC Category(ies)

Marketing Positioning

Level (3-8)

Credits

ECTS

Module Value

% Taught in Welsh

Module Type

Taught

Teaching Period

Pre-requisites

Semester 1

None

Module Leader

School(s)

Campus

Elizabet Tsenova

Varna University of Management

Sofia

Assessment Methods

Assessment Type

Duration/Length of Assessment Type

Weighting of Assessment

Approximate Date of Submission

Porfolio

3 200 words

100 %

End-semester

Aim(s)

This subject aims at the acquisition of theoretical and practical knowledge regarding marketing positioning:

To help students consider the meaning and key elements of product and brand positioning from a theoretical and applied perspective.
To provide students with the level of knowledge and skills necessary to research customers, to analyse gathered data and to take decisions about brand positioning.
To develop students understanding of the two basic marketing objectives - to analyse brand positioning in order to find market opportunities and to develop brand positioning/repositioning strategies.

Learning Outcomes

After completing the module, the student should be able to:

Show basic knowledge and understanding of the theories and principles of market differentiation and positioning
Clearly define the objectives of marketing positioning
Explain the characteristics of each of the elements of the positioning strategy
Critically discuss concepts of segmentation, differentiation, positioning and branding
Evaluate organisation's (or brand's) use of marketing positioning techniques and tricks
Critically appraise some of the main elements and activities associated with the development of a brand positioning strategy
Analyse the influence of marketing positioning on the whole marketing strategy

Learning and Teaching Delivery Methods

Lectures will be used to present basic concepts and principles. Seminars will be used to discuss and explain specific problem areas. Students will also be expected to undertake self-directed learning to complement classroom-based teaching.

Indicative Content

Market segmentation, targeting and positioning process (STP)
Principles of segmentation research and segmentation methods
Criteria for market segmentation in consumer markets
Characteristics for market segmentation in business markets
Brand positioning
Perceptual mapping
Brand development strategies
Positioning and repositioning strategies
Competitive analysis
Staking out a USP and crafting a positioning statement
Critical and postmodern perspectives in marketing

Recommended Reading & Required Reading

Required Reading ???????, ????????. (2014) ???????????? ????????????? ?????? ???????? ? ???????????. ???. ?????-????? Ries, Al, Trout, Jack (2001) Positioning: The Battle for Your Mind. McGraw-Hill Education Carling, J. (2015).The anatomy of an academic paper: a brief guide(version 2.0). Oslo: Peace Research Institute Oslo (PRIO).Retrieved fromhttp://file.prio.no/Publication_files/Prio/Carling%20-%20The%20anatomy%20of%20an%20academic%20paper%20-%202015.pdf (Appendix 3) Recommended Reading

Sengupta, Subroto . (2005) Brand Positioning: Strategies for Competitive Advantage. Tata McGraw-Hill Publishing Company; 2 edition The whole book can be read at https://www.amazon.com/Brand-Positioning-Strategies-Competitive-Advantage/dp/0070581592 Hooley, Graham J. (2013) Marketing Strategy and Competitive Positioning. FINANCIAL TIMES PRENTICE HALL Czerniawski, Richard D., Maloney, Michael W. (2010) COMPETITIVE POSITIONING: Best Practices for Creating Brand Loyalty. Hudson House Publishing Keller, K. (2013) Strategic Brand Management, Pearson (sent to all students in PDF) Solomon, M., Marshall, G., Stuart, E. (2018) Marketing. Real People, Real Choices. 9^th ed. Pearson Baines, P. and Fill, C. (2014) Marketing. 3^rd ed. Oxford University Press Lee, K. and Carter, S. (2012) Global Marketing Management. 3^rd ed. Oxford University Press

Journals: Journal of Marketing, Harvard Business Review, MIT Sloan Management Review, Journal of Brand Management

Access to Specialist Requirements

None.

PROGRAMME SCHEDULE

Week	Session Topic	Students Activities
1	Introduction to the module, its aims and learning outcomes	Practical example: Tourism segmentation models
2	Segmentation, Targeting and Positioning process (STP)	Case Study: ASOS fashion retailer and Whitewall Galleries
3	Principles of segmentation research and segmentation methods	Case Study: Campbell Soup Company
4	Criteria for market segmentation in consumer markets	Case Study: JUUL e-cigarettes
5	Characteristics for market segmentation in business markets	Case study: El Tarro and Reggae Reggae Sauce
6	Brand positioning	Case study: Chicken Cottage
7	Perceptual Mapping	Additional knowledge: the role of emotions in brand choice
8	Brand development strategies	Case study: Harry Potter licensing
9	Positioning and repositioning strategies	Case Study: Heineken
10	Competitive analysis	Journal article
11	Staking out a unique selling proposition and crafting a positioning statement	Additional knowledge: creating adverts
12	Critical and postmodern perspectives in marketing	Case study: horsemeat scandal Q&A on the coursework brief

DETAILED LECTURE PROGRAMME

Week 1	Lecture 1: Introduction to the module, its aims and learning outcomes Aims Learning outcomes Ice breaker Key definitions The STP Process Industry example Industry Example: Tourism Segmentation by purpose of travel, demographic, psychographic and geographic Reading: Baines, P. and Fill, C. Marketing 3^rd edition, Oxford 2014 Keller, K. (2013) Strategic Brand Management, Pearson (sent to all students in PDF) Solomon, M. et al Marketing. Real People, Real Choices 9^th edition, Pearson 2018 Lee, K. and Carter, S. Global Marketing Management 3^rd edition, Oxford 2012 Cooper, C. Tourism. Principles and Practice 3^rd edition, Pearson Education, 2005
Week 2	Lecture 2: The STP Process in Market Segmentation ASOS case study Key applications of market segmentation The process of market segmentation Targeting (DAMP model, Rating Approach) Positioning definition and steps in positioning Whitewall Galleries Case Study Reading: Baines, P. and Fill, C. Marketing 3^rd edition, Oxford 2014, Chapter 6 Case Studies: ASOS and Whitewall Galleries
Week 3	Lecture 3: Principles of segmentation research and segmentation methods Campbell Soup Company Case Study Marketing Information System Customer insight Primary and Secondary data research Challenges in consumer research, data quality Design sample Data collection Reading : Solomon, M. et al Marketing. Real People, Real Choices 9^th edition, Pearson 2018. Chapter 4 Case Study: Campbell Soup Company
Week 4	Lecture 4: Criteria for market segmentation in consumer markets Key criteria for market segmentation in consumer markets Case study: Juul e-cigarettes Generational marketing Geodemographics Psychological criteria Ethical considerations in market segmentation Reading: Solomon, M. et al Marketing. Real People, Real Choices 9^th edition, Pearson 2018. Chapter 4 Case Study: JUUL e-cigarettes
Week 5	Lecture 5: Characteristics for market segmentation in business markets Types of B2B customers Types of demand in B2B markets Business buying situations and business buying decision process Organizational characteristics Case study: El Tarro Case study: Reggae Reggae Sauce and entering the big chains B2B e-commerce and B2B social media Case studies: El Tarro and Reggae Reggae Sauce Reading: Baines, P. and Fill, C. Marketing 3^rd edition, Oxford 2014 Chapter 6 *Journal articles:* Grocery retail supply chain planning and control: Impact of consumer trends and enabling technologies: Logan R. Vallandingham, Quan Yu, Nakul Sharma, Jo W. Strandhagen and Jan Ola Strandhagen (2018)
Week 6	Lecture 6: Branding and Brand Positioning Definition of a brand and brand attitudes Chicken Cottage Case Study Brand Personalities Types of brand Branding policies and relationships Brand positioning Reading: Baines, P. and Fill, C. Marketing 3^rd edition, Oxford 2014 Chapter 13 Journal article: Experts' Views About Defining Services Brands and the Principles of Services Branding Case study: Chicken Cottage Air BnB
Week 7	Lecture 7: Perceptual mapping Brand awareness pyramid Customer-based brand equity (CBBE) Brand recognition and brand recall Perceptual mapping The role of emotions in brand choice Brand communities and consumer tribes Reading : Baines, P. and Fill, C. Marketing 3^rd edition, Oxford 2014 Chapter 6 Journal article: Building Brand Awareness in the Modern Marketing Environment: A Conceptual Model Case Study: Air BnB
Week 8	Lecture 8: Brand development strategies proposition Brand meaning and storytelling Extensions, dilution and sub-branding Branding in economic downturn Marketing brands in a recession Licensing, cobranding and ingredient branding Service brands Place branding The six guidelines in B2B branding High Tech Branding *Reading:* Keller, K. (2013) Strategic Brand Management, Pearson Chapter 1
Week 9	Lecture 9: Positioning and repositioning strategies Proposition positioning strategies functional vs expressive positioning The four types of repositioning strategies Examples of repositioning strategies in the real world Consequences of frequent repositionings Dramatic repositioning Case Study: Heineken *Reading:* Keller, K. (2013) Strategic Brand Management, Pearson Chapter 13 Baines, P. and Fill, C. (2014) Marketing. 3^rd ed. Oxford University Press, Chapter 6 Zhang, C. et. al (2015) Investigating the Effectiveness of Repositioning Strategies: the Customers Perspective, Journal of Travel & Tourism Marketing
Week 10	Lecture 10: Competitive analysis Competition in the microenvironment Competition in the macroenvironment Analysing competitors (direct vs indirect competitors) Competitive analysis techniques SWOT analysis PESTEL analysis Porters four corners exercise Treacy and Wiersemas value disciplines Value discipline triad Gilads blind spot analysis Porters five forces War game approach Perceptual mapping Competitive intelligence Reading: Alex A. et al. (2016) Competitor Analysis in Strategic Management: Is it a Worthwhile Managerial Practice in Contemporary Times?, Journal of Resources Development and Management
Week 11	Lecture 11: Staking out a unique selling proposition and crafting a positioning statement Unique selling proposition Mini case study: Eveready Energizer battery Purpose of positioning statement Difference between positioning statement and mission statement Core Elements of Strategic Market Positioning How to write a positioning statement Positioning Statement Template and how to use it Examples of positioning statements The six steps for developing advertising campaigns Reading Keller, K. (2013) Strategic Brand Management, Pearson Chapter 4 Solomon, M. et al Marketing. Real People, Real Choices 9^th edition, Pearson 2018, chapter 13 Additional knowledge: The six steps for developing advertising campaigns
Week 12	Lecture 12: Critical and postmodern perspectives in marketing Segmentation limitations Critical and postmodern marketing definitions Perspectives on critical marketing Critical approach to marketing Marketing as manipulation Commodity fetishism Case study: The horsemeat scandal 2013 Need and choice phenomenon Marketing controversies Postmodern marketing Central conditions and key features of postmodern marketing Key dialectics according to Elliot (1997) Student activity: coursework brief discussion Case study: the horsemeat scandal of 2013 Reading: Baines, P. and Fill, C. (2014) Marketing. 3^rd ed. Oxford University Press, Chapter 19

You must work INDIVIDUALLY. Choose a company that you have keen interest in,e.g. the company you work in, or based on your future business ideas, or any other company with plenty of data available online, and analyze its segmentation, targeting and positioning strategy. Make recommendations for improvement in their STP process. 3200 words. You must work INDIVIDUALLY. The number of words used should be up to 3200 in total. Your plan should include the following:

*Information about the company,* information about the brand / product / service Provide an overview of the company, some history and basic data in terms of sales/turnovers.	5 marks
*Segmentation part:* Analyze the profile of the customers of the brand. You can do this by either accessing company data (if your research is on the company that you work in), or by tabulating at least 100 Google reviews. For tourism providers you can use TripAdvisor or booking.com reviews. In plc company reports, most of this data is already available.	30 marks
*Targeting part:* Use Kotlers DAMP model, the Rating Approach (for the Rating Approach you will need to create a matrix) and a segment attractiveness evaluation matrix. Discuss the options for targeting approaches (concentrated or niche marketing strategy, customised targeting strategy). If your coursework is based on your future business, justify your answers.	30 marks
*Positioning part: Use the 7-Step Brand Positioning Strategy Process* 1. Determine how your chosen brand is currently positioning itself 2. Identify the brands direct competitors 3. Understand how each competitor is positioning their brand 4. Compare your chosen brands positioning to its competitors to identify your brands uniqueness 5. Develop a distinct and value-based positioning idea 6. Craft a brand positioning statement (see below) 7. Test the efficacy of your chosen brand positioning statement Requirements for creating a Brand Positioning Statement There are four essential elements of a positioning statement: Target Customer: What is a concise summary of the attitudinal and demographic description of the target group of customers your brand is attempting to appeal to and attract? Market Definition: What category is your brand competing in and in what context does your brand have relevance to your customers? Brand Promise: What is the most compelling (emotional/rational) benefit to your target customers that your brand can own relative to your competition? Reason to Believe: What is the most compelling evidence that your brand delivers on its brand promise? Examples of Positioning Statements Amazon.com used the following positioning statement in 2001 (when it almost exclusively sold books): For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection. Zipcar.com used the following positioning statement when it established its business in 2000: To urban-dwelling, educated techno-savvy consumers, when you use Zipcar car-sharing service instead of owning a car, you save money while reducing your carbon footprint	30 marks
Conclusion, Technical layout, Bibliography Correct paginations, margins, font size, white paper	5 marks

INSTRUCTIONS: The APA Harvard style in referencing. Due date: Submit an electronic copy to the VUM Hand-in Office to handin@sofia.vum.bg by 6 pm on 21 March 2023 You should submit to the Hand-in office by the due-date:

a MARKING & FEEDBACK SHEET (Appendix 1) bearing your name and student number;
your Assignment should be up to 3 200 words.

Format/Layout It is expected that your essay will be presented in a professional standard. It MUST:

be word processed or typed in Arial font size 12;
have 1.5 line spacing and include 2 cm margins on ALL sides;
be justified to the left-hand and right-hand margins;
contain contents page and page numbers;
have the word count on the title page;

Assessment criteria: The assignment must be up to 3 200 words. The exact word count should be stated on the title page of your work. Marks for each assessment criterion will be awarded with reference to the standart VUM/Cardiff Met marking criteria at levels 0-100, where 70-80 are reserved for the excellent marks. You will be given feedback and an indication of the overall garde. All marks are subject to agreement at the Examination Board Referrals (even one) to Wikipedia, Tutor2, FastMBA and other similar non-academic sources lead to a mark of ZERO. The same applies in case that they are listed in the references. Use at least 5 academic sources. Should less than 5 academic sources are used, the final mark will be 40%. Do not forget to utilize VUMs library and electronic resources.

Marketing Positioning ASSIGNMENT 1: MARKING & FEEDBACK SHEET (2021-22)
Student number:
ASSESSMENT CRITERIA	Marks	70+	69-60	59-50	49-40	39-35	34-0	Feedback (see also assignment)
Part A	5
Part B	30
Part C	30
Part D	30
Part E	5
OVERALL FEEDBACK (also see comments on assignment):
1^st marked by:	Signed:	Dated:	MARK
Second Markers comments (if relevant):
2^nd marked by:	Signed:	Dated:	MARK
Consolidated mark and comments:	FINAL MARK
External Examiner comments (if relevant):

Marking criteria MARK (%) DESCRIPTION 90 - 100 A quite exceptional and outstanding answer, providing insights which would not be available publicly. In addition to the features of the next section, this range is distinguished by superior organisation, economic use of language and totally comprehensive, given the conditions of the exercise. 80 - 89 An answer which demonstrates an excellent understanding of the complexity of the issues involved. There is a sound basis of relevant factual knowledge and/or the theoretical issues involved. Most of the important issues are dealt with in a detailed, specific and systematic way. There is either some measure of original thinking or an accurate and comprehensive account is given in a way which demonstrates understanding could not have been based just on reproduction of lecture notes and course material. Evidence of creativity, critical approach, and wide reading beyond the core subject matter. 70 - 79 As above but a slightly less consistently excellent level. Alternatively, this range of mark may be given for an answer which, while not having original insights, gives comprehensive and accurate coverage of the issues at a high level throughout the answer, without significant omissions or errors. 60 - 69 The report demonstrates a clear understanding of the question and grasp of the complexity of the issues involved. There is a clear operational focus which relates closely to the theoretical issues identified, with few significant errors. The issues involved are dealt with in a systematic way. Some of the issues may be limited in critical approach, but organised to display a comprehensive understanding and factual information essentially complete. 50 - 59 The report demonstrates an understanding of the issues identified. There is a basis of of relevant theoretical issues. Although some errors may be present, the overall framework of the report is sensible and accurate. Most of all the issues may be dealt with at the level of obviously available course material given to the student. The report shows planning in its construction, with a clear train of thought or development of argument present. Average competent performance, well written, demonstrating understanding of most of the essential issues. 40 - 49 The report demonstrates a limited understanding of the issues in the question. There is some relevant awareness of theoretical issues, but it is patchy. A few significant errors may be present. The answer is not well planned, with little development of argument, and often much irrelevant material is present. Lacks clarity of expression. The lower range (40-45) would include an answer where relevant awareness of theoretical issues is poor and confused, but not absent. Many significant errors may be present. The answer is poorly planned, with little clear train of thought or development of argument, and much of the answer may be irrelevant. Report material not proof read, many grammatical and spelling errors. A mark of 40 would mean that the student failed to cite properly at least 20 academic sources in the report. 38 - 39 Relevant awareness of theoretical issues, if present at all, is very poor and confused and very limited. Many significant errors may be present. Much or all of the report may be irrelevant. Poorly organised and very limited in scope. 30 - 37 Report attempted but awareness of theoretical issues is very poor and confused, and very limited with many significant errors. 10 - 29 Not clear that an issue is correctly identified. Only a few minor points made at all relevant to the issue and these may be superficial. Most material is irrelevant or incorrect. 1 - 9 A report that is so short or irrelevant that only a few marks are justified. For example, one or two points may be made which show some peripheral awareness of certain possibly relevant issues. 0 No report. A zero mark may also be warranted for unfair practice such as plagiarism or collusion.

Attachments:

Module-handbo....docx