You are required to prepare and deliver (using appropriate visual aids) a presentation which covers the following:
– An outline of your choice of target market for the case company, using demographic, psychographic and geo-demographic criteria as appropriate. You will also clearly address which product category they are likely to be purchasing from.
– Presentation of a customer persona
– A review of a typical customer journey undertaken by your target market when making a purchase in this product category. This will be presented visually, supported by research, encapsulate all online and offline touchpoints and lead to brief recommendations on how the case company can utilise this knowledge in their relationship marketing strategy.
Note: Late submission will carry a marks penalty in line with university policy. A Panopto recording will be made available on Backboard to provide more detailed guidance.