Assignment Description and Guidance Building and maintaining customer relationships involves both internal and external customers

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Assignment Description and Guidance

Building and maintaining customer relationships involves both internal and external customers. In this assignment, you will explore how marketing is used to build and nurture customer relationships, and this begins with building your persona.

So what is a persona? We all have a personality. We are born somewhere, work somewhere, eat something. It is the total sum of our personality and is critical for marketing evaluation information.
Based on our personality information and buying preferences, a customer profile is created by marketing specialists, which, in turn, is instrumental in the formulation of marketing strategies.

Assignment Steps

1. You will choose any business category you would like to build a customer persona for (retail, automotive, hospitality, travel and tourism, and so on.)
2. You will create a template that includes images and details about the basic personality traits of the group of customers who are placed in a common category based on certain similarities in age, occupations, and lifestyle habits. The template will help you (the marketer) to   create a virtual image and understand what that particular person likes, dislikes, values, and how best to approach that personality. This might subsequently form the basis of a focused tag-line, slogan, or mission statement, which must prove irresistible and compel the individual to engage and answer a call to action (why choose you, and why are you better than your competitors.)
3. Your template should include:
   • Name of the person
   • A description of Job title
   • Key information about their job or workplace (size, type, and so on)
   • Key details about their job role and position
   • Demographic details
   • Age
   • Gender
   • Subject salary and household income
   • Demographic background, for example, urban, suburban, or rural
   • Educational status
   • Family details
   • Goals and challenges
   • Primary goal in life
   • Secondary goal that interests the persona individual
   • How you help achieve these goals
   • Primary challenges in life
   • Secondary challenges in life
   • How can you help to provide solutions of these problems?

   This information will be used to help you create your customer persona. The persona of a prospective or present client is created complete with a name and a visual image (sometimes comical).

4. Marketing Message

   The final step in creating your persona is devising a marketing message based on the persona’s profile.  
   In this message, you must address the vulnerabilities, fears, objections, and problems of the customer, so that your service/product remains appealing and leaves a lasting mark on the person’s mind.

   The following page shows a very basic and introductory model of persona creation. In reality, the science of creation is much more advanced and specialists create marketing campaigns for businesses using this approach as a tool.
   
   Also, watch this short YouTube clip for additional material on building a Customer Persona - How to Build a Startup L3 Customer Segments 3 Jobs To Be Done

5. Once complete, submit your customer persona to the Assignment Submission Folder: Customer Persona on Day 8.

Additional Information

Example of a Customer Persona - Audit (Europe)

Evaluation Breakdown

Total: 30 marks

To see how this assignment will be graded, please refer to the rubric located here.