Marketing: University Interactive Talk on Segmentation, Targeting & Positioning With James Parslow-Williams From University of East Anglia

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We welcome James Parslow-Williams, Lecturer in Marketing and course director for Marketing and Management at the Norwich Business School, who joins us to run an interactive talk for students on Segmentation, Targeting & Positioning (STP).

STP is a powerful marketing strategy that can help businesses of all sizes achieve their goals. In this session, we will consider the case study of Wild-Knight, a micro-distillery producing a high-quality, premium gin, which is facing significant challenges in achieving sales targets.

We will engage students in an analysis of the business and potential contributing factors before jointly proposing actionable recommendations to revitalise Wild-Knight’s sales performance based on Segmentation, Targeting & Positioning principles.

In preparation, we ask you to please read and familiarise yourself with the details of the Wild Knight Gin Case Study and problem statement which we will discuss and begin to develop into a marketing plan during the live session.

Lecturer Profile: James Parslow-Williams

Our events are designed so that a group of students can take part from a classroom or students and teachers can take part as individuals, either from school or from home. There is no charge to take part.

As a live, participative event, this session will not be recorded but slides and other resources will be shared after the event, where available.

Suitable for: Aged 16+ pre-university students studying, or with a possible interest in studying, Marketing, Business and related disciplines. Student groups as well as students and teachers joining individually are very welcome.

Preparation/Pre-Reading: In preparation, we ask you to please read and familiarise yourself with the details of the Wild Knight Gin Case Study and problem statement which we will discuss and begin to develop into a marketing plan during the live session. Students can also think about questions about studying at university level.

The IT Setup: The event will be run on Zoom and participants will be able to join using laptops, tablets, and mobile devices. If you are joining as a school group, we recommend connecting with one device and projecting on to a whiteboard. You will be able to interact with the speaker via typed comments and questions and/or via a microphone. Full details will be sent to those who have registered (see below) prior to the event.

Booking a Place: This is free for schools and colleges. If you would like to take part in this event, please register your interest using the link to the registration form below:

Register here