Assessments for Strategic Marketing (MK4S34) for February 2022 cohorts

IMPORTANT NOTE: BOTH ASSIGNMENTS SHOULD BE SUBMITTED IN THE SAME DOCUMENT,

WITH SECTIONS CLEARLY MARKED AS ‘ASSIGNMENT 1’ AND ‘ASSIGNMENT 2’

Assignment 1
Market segmentation was first described by Smith (1956). The current prevalence of
segmentation as a marketing-related concept and its contribution to strategy is accepted
(e.g. Beane and Ennis, 1987; Wedel and Kamakura, 2000; Hassan  HYPERLINK
"https://www.emerald.com/insight/content/doi/10.1108/17473611211264068/full/html"et al.
HYPERLINK "https://www.emerald.com/insight/content/doi/10.1108/17473611211264068/
full/html", 2003; Neal and Wurst, 2001; Wind, 1978

Market segmentation is a crucial marketing strategy. Its aim is to identify and delineate market
segments or “sets of buyers” which would then become targets for the company's marketing
plans. The advantage to marketing management is that this technique divides total demand into
relatively homogeneous segments which are identified by some common characteristics. These
characteristics are relevant in explaining and in predicting the response of consumers, in a given
segment, to marketing stimuli (Tynan and Drayton, 2010).

Case study: Taiwan – tourism

Tourism is an important component of the Taiwanese economy, and as a result, the Taiwanese
government is focused on developing the country as a prime tourist destination. Using
demographic characteristics, consider how segmentation of foreign tourists may be achieved
and how this effective segmentation may contribute to an increase in tourism for the country.
You are required to carry out a critical analysis of the role of market segmentation in the
strategic marketing decisions relating to the Taiwan Tourism Bureau. You should research the
TTB and its practice regarding segmentation and targeted messaging, and complete a
structured analysis of the organisation’s practices based on your observations and any
documentation you may source of the company’s market segmentation efforts.
Whilst you are not required to contextualise this practice within the body of theory within the
first assignment (this will be the focus of Assignment 2), you should use academic
terminology that is informed by the body of literature surrounding segmentation.
(3,000 words )
Assignment 2
Market segmentation forms the basis of Assignment 1 and within A1, you will examine the
strategic tactics that the Taiwan Tourism Bureau employs in connection with this concept.
For Assignment 2, you should examine the theory surrounding the relevant constructs, and
conduct a critical appraisal of the extant body of literature related to the themes you have
explored in assignment 1. You should provide a synoptic literature review which compares,
contrasts and critiques research findings on the themes you have explored relative to market
segmentation and targeted messaging.
(3,000 words )
Submission of BOTH assignments (two clearly marked sections in one document) is through
Turnitin. The deadline for submission is 11.59am on Monday, 9th May 2022.

The marking scheme for these assignments is as follows. Please note that your work will be
marked taking all aspects into account, and this is for guidance only. Your work may have
relevance to more than one of these categories, and your mark will be determined as an
aggregate which takes into consideration each of the components in the table above:

86-100% The work examined is exemplary and provides clear evidence of a

complete grasp of the knowledge, understanding and skills
appropriate to the level of the qualification. There is also ample
excellent evidence showing that all learning outcomes and skills
appropriate to the level are fully satisfied. The work is exemplary
throughout and demonstrates a particularly compelling evaluation,
originality and elegance of argument, interpretation or discussion.
76-85% The work examined is outstanding and demonstrates
comprehensive knowledge, understanding and skills appropriate to
the level of the qualification. There is also excellent evidence
showing that all the learning outcomes and skills appropriate to
the level are fully satisfied. The work is mostly outstanding and
demonstrates a particularly compelling evaluation, originality and
elegance of argument, interpretation or discussion.
70 – 75% The work examined is excellent and evidences comprehensive
knowledge, understanding and skills at an appropriate level. There
is evidence that all learning outcomes and skills appropriate to the
level of qualification are satisfied. The work is mainly excellent and
demonstrates compelling evaluation and elegance of argument,
interpretation or discussion.
60 – 69% Work is directly relevant to the requirements of the assessment
and shows a substantial knowledge of relevant material, a clear
grasp of themes, questions and issues therein. A comprehensive
analysis of the literature is present with a clear and orderly
presentation. Distinctive and/or independent thinking is evident
and begins to formulate an independent position in relation to
 theories. Work will be well written with standard spelling,
grammar and readability in an acceptable format. Critical appraisal
of up-to-date and/or appropriate literature is present with a
recognition of different perspectives.
50 – 59% A reasonable attempt to address the assessment brief. May drift
away from this in less focused passages. Adequate knowledge of a
fair range of relevant material with intermittent evidence of an
appreciation of its significance. Generally coherent and logical
structure. Some distinctive/independent thinking. Competently
written with only minor lapses from standard grammar with
acceptable format. Draws on a good variety of literature including
recent texts.
40 – 49% Some relevance to the assignment brief, but deviates somewhat.
Basic understanding of subject, but a limited understanding of the
subject is demonstrated. Narrative or descriptive approach to the
literature which may be list-like. Uncritical for the greatest part,
and not providing a synoptic view of the literature. Simple and
basic style with significant deficiencies in expression or format that
make for difficulty in understanding by the reader. Frequent use of
a single source of literature.
30 – 39% Relevance is intermittent and the work is vague at least in part. A
limited understanding of narrow range of material is
demonstrated. Largely descriptive or narrative with no synopsis.
Basic argument may be evident, but lack of clarity and coherence is
also there. Deficiencies in expression and presentation, and clarity
is only achieved (if at all) through a simplistic or repetitive style.
Barely adequate use of literature and over-reliance on material
provided by tutor.
0-29% Work is unacceptable and provides little or no evidence of
knowledge, understanding or skills appropriate to this level of
study. Evidence shows that learning outcomes are barely met, if at
all. Work is weak throughout.