[Student name]
8002MMGT
[Student name]
[Student number]
[Title of assignment]
Word count: [insert word count here...]
Executive summary[On a separate page, your executive summary provides a brief overview (half a page to a page) of your entire report. It should include what you did, how you did it, what your main findings were and what your key recommendations are. Although the executive summary appears at the beginning of the document, it should be written last after completing the assessment.
This section is excluded from the word count.]
Table of contents
[update the ToC by right-clicking on the ToC and selecting Update field]
[TOC excluded from the word count]
TOC o "1-3" h z uExecutive summaryPAGEREF _Toc856422253 h11IntroductionPAGEREF _Toc1153581756 h32Target market personaPAGEREF _Toc829317553 h43Marketing mix analysis and evaluationPAGEREF _Toc428653865 h44Conclusions & RecommendationsPAGEREF _Toc2141665578 h4ReferencesPAGEREF _Toc1196784522 h5Appendix 1 [ Title of Appendix 1]PAGEREF _Toc619977909 h6Appendix 2 [ Title of Appendix 2 ]PAGEREF _Toc1211830415 h7
Introduction[This section explains to your reader what you are going to tell them in the body of your report. It gives the background to the report and explains why it is useful. Moreover, it should state the aim/purpose and objective/s of the report, should mention any limitations and should present a very brief summary of the sections.
As you have already discussed your organisation (brand) and product (good or service) in the first assessment, you can very briefly paraphrase some of that key information to give a little context. Make sure to rephrase and not self-plagiarise.
The introduction also gives a good opportunity to summarise key findings from the first assessment, such as the target market, to help set the scene for the discussion of your persona (only one) in the report.
Target market persona[Describe a (only one) data driven customer persona in detail (that should represent the target market segment identified in your first assessment). For example, if your target market was men and women, above 25 years old etc., why did you choose to focus your persona creation on women? Are they a bigger part of your target market? Or, are they are new target market? etc. Overall, this section should start by briefly addressing the question: Why did you focus on this particular persona?
Use the following sub-headings in your personas description: 1. Semi-Fictional Character (name, title, and picture); 2. Demographic and Behavioural Info; 3. Goals of the Persona; 4. Pain Points; 5. Information Search Process; 6. Type of Experience Desired; 8. Common Objections. (Day in the life and story steps are not needed)
This section is included in the word count.]
Marketing mix analysis and evaluation[Conduct a marketing mix (all 7Ps) analysis with links to marketing theories and evaluate its effectiveness in addressing the needs of your customer persona. When analysing the Ps for Product and People, apply SERVQUAL to help you identify gaps between the current company strategy and the needs of the persona.
This section is included in the word count.]
Conclusions & Recommendations[The conclusions should be brief. It should summarise the whole of the assessment or project and tie it together without introducing new material.
Provide justified marketing mix recommendations for your customer persona. The recommendations should be based on your evaluation of the current marketing mix, the recommended positioning and identification of gaps in addressing the needs of your customer persona. Include where necessary ethical considerations, particularly when proposing recommendations for communication strategies.
Literature should also be brought in when deciding what to recommend in order to strengthen your argument. For example, if you are proposing a loyalty program, use the literature to, e.g. introduce what a loyalty program is, how common these programs are in customer service, how successful they are, etc.
References[On a separate page, type references here, in alphabetical order. See the AIB Style Guide for the format.
This section is excluded from the word count.]
Appendix 1 [ Title of Appendix 1][On a separate page Title of Appendix 1 This section is excluded from the word count.]
If you have used internal (not publicly available) secondary data sources, include a signed Organisational Consent as an appendix.
Appendix 2 [ Title of Appendix 2 ][On a separate page Title of Appendix 2 This section is excluded from the word count.]
Declaration (example) to include as an appendix to your assessment if you use Generative AI in your assessment otherwise delete.
I acknowledge the use of ChatGPT on [date] to [specific use].
The prompts used include [list of prompts].
The output from these prompts was used to [explain use].
Assessment 2 8002MMGT Marketing Management 2024 Term 2Completion requirements
To do:Make a submissionDue:Thursday, 16 April 2024, 11:55 PM
Weighting:60%Type:Marketing planning report.Format:WrittenLength:2,500 words (+10%)
In this assessment, you will use the same selected product (goods or service) identified inassessment 1. You will describe a data-driven customer persona and conduct a market mix analysis. Your report will make recommendations and ensure the marketing mix aligns with the customer persona.
Subject Learning Outcomes
Demonstrate an advanced understanding of contemporary marketing theory and practice.
Apply innovative marketing approaches, techniques, and ethical perspectives to recommend an evidence-based solution to the problem of capturing value from customers.
Communicate marketing knowledge, skills, and ideas to others in writing clearly, persuasively, and credibly.
Task
Based on various theories of marketing management as discussed in Modules 3-7 and using the same selected product (goods or service) fromassessment 1:
Describe an (only one) data-driven customer persona in detail (that should represent the target market segment identified inassessment 1). When following the steps of creating a persona, the day in the life and story steps are not needed.
Conduct a marketing mix analysis based on the 7Ps 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 analysis and evaluation of the current marketing mix, the recommended positioning and the identification ofgapsin 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 theAssessment 2 template (.docx)provided to prepare your report.
Title page(excluded from the word count)
Executive summary(excluded from the word count)
Table of Contents(excluded from the word count)
1. Introduction
2. Target market persona (only one, from secondary (desktop) data)
3. Marketing mix analysis and evaluation
4. Conclusions & recommendations
References(excluded from the word count)
Note: All written assessments should be submitted as Word files (.docx). Word is available from your AIB Office365 account.
Assessment examples
The purpose of the examples is to stimulate your critical thinking. Comments indicate areas of strength and opportunities for improvement for you to consider. However, the examples do not provide a modal answer. You must follow the assessment instructions with regard to content.
Assessment 2 example - B2C Brisbane Broncos Membership (.pdf)Assessment 2 example - B2B Sealy Sofa Convertibles (.pdf)Resources
Use theAssessment 2 preparation guideand modules 3-7 for guidance.
Watch
Personas (Module 3)
'Communicating customer personas within your organization',LinkedIn Learning.
'Data-driven personas are more believable',LinkedIn Learning.
Read
Personas (Module 3)
Adlin, T & Pruitt, J 2010, 'Appendix B: Data-driven persona example', inThe essential persona lifecycle: Your guide to building and using personas, Elsevier Science & Technology, Amsterdam, available from Proquest Ebook Central.
7Ps (Modules 4, 5, 6 and 7)
Magrath, A 1986, 'When marketing services, 4 Ps are not enough',Business Horizons, vol. 29, no. 3, pp. 44-50, DOI:10.1016/0007-6813(86)90007-8.
Requirements
The required word length for this report is2500words (plus a 10% allowance). Adhering to the required word length (plus a 10% allowance) ensures that no word count penalties will be applied to this report.
This assessment requires you to use a minimum ofsix (6)credible academic sources. You may also use current company, industry, government and media sources to support your statements, but these will NOT count toward the minimum required credible academic sources for your assessment. Most web-based sources are not sufficiently rigorous and credible for use in academic assessments and will NOT count toward the minimum required credible academic sources for your assessment. For further guidance, referScholarly, academic & peer-reviewed journals.
You must appropriately acknowledge all sources of information in your assessment with the AIB Harvard author-date style of referencing see theAIB Style GuideandAcademic Policies and Procedures.
You may need to complete anOrganisation consent form (.docx). An authorised member of the organisation must complete this form if you want to use data that is not in the public domain. If used, please scan the completed form and include it as an appendix within your assessment submission.
SeeAcademic Policies and Procedures.
Referencing
You must appropriately acknowledge all sources of information in your assessment with the AIB Harvard author-date referencing style (which includes in-text citations and a reference list)
use the AIB-preferred Microsoft Word settingsSeeAIB Style Guide.
Grading criteria
Your assessment will be marked according to theAssessment 2 rubric (.pdf).
