Based on various theories of marketing management as discussed in Modules 3-7 of the learning materials and using the same selected product (good or service) from the first assessment: Describe a (only one) data-driven customer persona in detail (that should represent the target market segment identified in your first assessment); Conduct a marketing mix (7Ps) analysis of your selected product (good or service) and evaluate its effectiveness in addressing the needs of your customer persona; Provide justified marketing mix recommendations for your customer persona. The recommendations should be based on your evaluation of the current marketing mix and identification of gaps in addressing the needs of your customer persona.
They should also include ethical considerations, particularly when proposing recommendations for communication strategies. This assessment is required to be presented as a formal report. It is not an essay or personal reflection. Use the Capstone Assessment Template provided to prepare your report. Resources Use Modules 3-7 of the learning materials for guidance. Personas (Module 3) ‘Communicating customer personas within your organization’, LinkedIn Learning. ‘Data-driven personas are more believable’, LinkedIn Learning. Adlin, T & Pruitt, J 2010, ‘Data-driven persona example’, The essential persona lifecycle: your guide to building and using personas, Morgan Kaufmann, Amsterdam; Boston, appendix B. 7Ps (Modules 4, 5, 6 and 7) Magrath, A J 1986, ‘When marketing services 4Ps are not enough’, Business Horizons, May-June, pp. 44-50. Format In terms of structure, presentation and style: use the AIB-preferred Microsoft Word settings (see AIB Style Guide) use author-date style referencing (which includes in-text citations and a reference list) (see AIB style guide).
use the following report structure: Title page Executive summary Table of Contents 1. Introduction 2. Target market persona (only one, from secondary (desktop) data) 3. Marketing mix analysis and evaluation 4. Recommendations 5. Conclusion References Requirements Note: All written assessments should be submitted as Word files (.docx) (Word is available from your AIB Office 365 account). The required word length for this report is 3000 words (plus a 10% allowance). In terms of structure, presentation and style given the length of this report, you are required to follow the standard report format. ‘
The specific structure is shown above. A template is provided in the learning materials. You are required to use at least six (6) academic references for this report. Your references should be from credible sources such as books, industry-related journals, magazines, company documents, company websites and academic journal articles. Ideally, relevant academic journal articles should be used for academic discussion. Your grade will be adversely affected if your assignment contains no/poor citations and/or reference list and if your assignment word length is beyond the allowed tolerance level (see Assessment Policy available on AIB website).
Grading criteria Your assessment will be marked according to the following grading criteria: Depth of demonstrated understanding of contemporary marketing theory – 20% Illustration of the customer persona that is clearly aligned with the target market – 25% Critical appraisal of the marketing mix (7Ps) of a branded product or service and evaluation of its effectiveness in addressing the needs of the customer persona – 25% Proposed justified recommendations based on the marketing mix (7Ps) analysis and identified gaps for customer persona – 20% Referencing – 5% Structure, communication style, and language – 5%
