Describe the customer persona in detail

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Reference no: EM132342248 , Length: word count:3000

Marketing Assignment - Capstone: Written Report

Using the same branded product/service/experience in the interim assignment;

1. Describe the customer persona in detail, which details the selected target market from your interim assignment; and,

2. Provide justified recommendations with respect to the marketing mix (including all 7 Ps) considering the selected target market and ensuring the marketing mix strategic decisions and tactics align with the target market

Use Topics 5 to 10 of the learning materials.

Recommended resources -

Blog - The following source titled "Here Are 10 Buyer Persona Examples to Help You Create Your Own" is a blog covering various examples of personas in B&C and B&B contexts that may be considered while working on the capstone assignment.

Book chapter - Chapter 3 titled 'Personas: powerful tool for designers' by Griffin, A. et all ( 2015) is a useful resource that is 'a must read' to help you with the capstone assignment.

Griffin, A, Noble, CH, Durmusoglu, SS, Luchs, MI, & Swan, S 2015, 'Chapter 3 Personas: powerful tools for designers', in Design Thinking : New Product Development Essentials from the PDMA, John Wiley & Sons, Incorporated, Hoboken.

Articles - In your analysis, ensure you also consider the comments made in the articles: When marketing services 4Ps are not enough - McGrath, A J 1986, 'When marketing services 4Ps are not enough', Business Horizons, May-June, pp. 44-50.

Service dominant logic in practice - Schafer, A & Klammer, J 2016, 'Service dominant logic in practice: Applying online customer communities and personas for the creation of service information', Management, vol. 11, no 3, pp. 255-264.

Report structure -

Title page
Executive Summary
Table of Contents
Introduction
Background
Target Market Persona
Marketing Mix Recommendations
Conclusion
References
Appendices

You are required to use at least 6-12 academic references for this report.

Format: Written report 3000 words.

Reference no: EM132342248

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Reviews

len2342248

7/19/2019 10:01:26 PM

Grading criteria - Your presentation will be marked according to the criteria outlined in the assessment grading criteria (see Appendix 2 in the Subject Outline). Requirements - The required word length for this report is 3000 words (plus or minus 10%). 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.

len2342248

7/19/2019 10:01:20 PM

Your references should be from credible sources such as books, industry-related journals, magazines, company documents 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). The AIB library provides useful links to EBSCOHost, ProQuest ABI/INFORM, IBIS and MarketLine databases that may help you.

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