Marketing
Using the same branded product, service, or experience from the interim assignment (you used Telsa)
Describe the customer persona in detail, which details the selected target market from your interim assignment; and,
Provide a justified overarching strategy with marketing mix recommendations utilising all 7Ps. The strategy and tactics should consider the selected target market at the centre of all your strategy and tactical plans. Include where necessary ethical considerations, particularly when proposing recommendations for communication strategies.
Resources
Use Topics 5 to 10 of the learning materials for guidance. Ensure that you also consider the sources below:
Magrath, A J 1986, When marketing services 4Ps are not enough, Business Horizons, May-June, pp. 44-50.
VIDEO – https://youtu.be/Bb-dX_0Oo_M
Personas
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.
Griffin, A, Noble, CH, Durmusoglu, SS, Luchs, MI, & Swan, S 2015, ‘Personas: Powerful tools for designers’, in Design Thinking: New Product Development Essentials from the PDMA, John Wiley & Sons, Incorporated, Hoboken.
‘Communicating customer personas within your organization’, LinkedIn Learning.
‘Using customer personas in your marketing message, LinkedIn Learning.
‘Create assumption personas’, LinkedIn Learning
‘Data-driven personas are more believable’, LinkedIn Learning.
Gather data for personas, LinkedIn Learning
Here Are 10 Buyer Persona Examples to Help You Create Your Own, Alexa blog
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.
Requirements:
The required word length for this report is 3000 words (plus or minus 10%).
In terms of structure, presentation and style:
Use the assignment template provided below.
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
Introduction
Target Market Persona
Marketing Mix Analysis and Recommendations
Conclusion
References
Appendices
You are required to use at least 6-12 references for this report
Your references should be from credible sources such as books, industry-related journals, magazines, websites, company documents, websites and academic journal articles. Ideally, relevant academic journal articles should be used for academic discussion and providing substantive evidence for your strategic direction and 7p recommendations.
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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