1. PROMOTION IN THE
MARKETING MIX:
MARKET SEGMENTATION &
TARGETING TOOLS
OMAR EL-HAMZAWI

2. CONTENTS
• Project Essay Question…………………………………………….3
• Rationale……………………………………………………………..4
• Project Essay Outline ( 5 Slides )……………………………….5-9
• Development……………………………………………………….10
• Limitations…………………………………………………………..11
• Plan…………………………………………………………………..12
• Bibliography………………………………………………………..13
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3. PROJECT ESSAY QUESTION
Describe how Promotion in the marketing mix has
evolved in the 21st century. Explain how marketers have
used market segmentation and targeting tools, with
examples, in order to Analyse the extent to which
evolving forms of Marketing have succeeded.
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4. RATIONALE
• Why Marketing?
• Importance/Relevance to main programme of study
• Benefits of undertaking Marketing as a topic
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5. PROJECT ESSAY OUTLINE: INTRODUCTION
• Promotion in the Marketing Mix, Market Segmentation and Targeting
• Introducing the 4 P’s of Marketing: Product, Price, Place, Promotion
• Brief introduction and explanation of Promotion, Market Segmentation, and
Targeting
• Causes of the Evolution of Promotion in Marketing
• Technological advancements: Internet, e-commerce, mobile marketing
• Social and psychological relevance: emergence of customer loyalty, brand
imaging
• Thesis & Transition
• Intended Word Count: 300 | Total: 300
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6. PROJECT ESSAY OUTLINE: PARAGRAPH 1
• Market Segmentation
• Introduce the historical development of the Market segmentation concept
• Explain process of market segmentation: classification and overview of
techniques available to marketers for segmentation
• Criteria that must be satisfied for effective market segmentation
• Conclusion & Transition
• Source: (Wedel and Kamakura, 2011)
• Intended Word Count: 400 | Total: 700
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7. PROJECT ESSAY OUTLINE: PARAGRAPH 2
• Targeting (Also known as Target Marketing)
• Define and explain target Target Marketing
• Basis and process of Target Marketing
• Importance of Target Marketing
• Target Marketing strategies
• Conclusion & Transition
• (Ferrell and Hartline, 2014)
• Intended Word Count: 400 | Total: 1,100
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8. PROJECT ESSAY OUTLINE: PARAGRAPH 3
• Other Market Communication/Promotional Tools:
• WoM: Word of Mouth Marketing
• Corporate Image & Direct Marketing
• Exhibitions & Merchandising
• Packaging & Sales Promotion
• Conclusion & Transition
• Source: (Cate and Marianne, n.d.)
• Intended Word Count: 400 | Total: 1,500
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9. PROJECT ESSAY OUTLINE: CONCLUSION
• Review and summarise points
• Answer Question:
• How effective and/or successful have evolving forms of
Marketing been?
• Provide opinion, link back to significant points
• Concluding sentence
• Intended Word Count: 300 | Total: 1,800
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10. DEVELOPMENT
• Evolution of Project Essay Question
• E-commerce Football Marketing
• Influence of research on Project Essay Question
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11. LIMITATIONS
• Separation & organisation of information
• Avoiding repetition of ideas

12. PROPOSED PLAN
• Period 1: Weeks 17-19
• Complete thorough research
• Find sources that are academic and appropriate
• Period 2: Weeks 19-21
• Complete extraction of information
• Gather, organise significant/useful points from sources
• Period 3: Weeks 21-23
• Finalise structure, write essay
• Submit
• Period 4: Weeks 23-24
• Seek Feedback and constructive criticism through office hours, meeting with
other students
• Make final adjustments
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13. BIBLIOGRAPHY
Cate, F. and Marianne, L. (n.d.). The Marketing Mix. 1st ed.
Cambridge: Cambridge University Press, pp.8-29.
Ferrell, O. and Hartline, M. (2014). Marketing strategy. Mason, Ohio:
Thomson/South-Western.
Wedel, M. and Kamakura, W. (2011). Market segmentation. Boston:
Kluwer Academic.
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