Describe a (only one) data-driven customer persona in detail (that should represent the target market segment identified in your interim assessment);
Conduct a marketing mix (7Ps) analysis of your selected product (good service, experience or idea) and evaluate its effectiveness in addressing the needs of your customer persona; and,
Provide justified marketing mix recommendations for your customer persona based on your analysis of the current marketing mix and identification of gaps considering the needs of your customer persona. Include where necessary 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.
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.
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:
Table of Contents
2. Target market persona (only one, from secondary (desktop) data)
3. Marketing mix analysis
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).
Your assessment will be marked according to the following grading criteria:
A comprehensive illustration of the customer persona with a clear alignment with the target market – 25%
Critically appraise the marketing mix (7Ps) analysis of an organisation and evaluate its effectiveness in addressing the needs of the customer persona – 30%
Proposed justified recommendations based on the marketing mix (7Ps) analysis and identified gaps for customer persona – 15%
Depth of demonstrated understanding of contemporary marketing theory – 10%
Referencing Style – 10%
Structure and presentation – 5%
Communication style and language – 5%
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