STCW2 consumer profiling Assessment

STCW2 consumer profiling Assessment :

2022/23 ASSIGNMENT REMIT – VIDEO PRESENTATION

Programme Title	BA / Fda Business Enterprise
Module Title	Market Research and Consumer Profiling
Module Code	2140
ASSIGNMENT TITLE	Consumer profiling
Level	4
Weighting	50%
Lecturers	Sarbjit Kaur Dulai
W/C Hand Out Date	20/02/2023
Due Date	By 17:00 on 18/05/2023
Feedback Post Date	20/06/2023
ASSIGNMENT FORMAT	VIDEO PRESENTATION (CAPTURE OR UPLOAD)
Presentation Duration	7 minutes
Assignment Word Count	Enter the word count limit here (if appropriate).
Submission Format	e-Submission	Individual

ASSIGNMENT TASK:

• You are tasked to provide a Panapto video presentation to present the application of marketing techniques to develop a customer profile and persona suited for a new Chai House opening in the Jewellery Quarter, Birmingham. 

STCW2 consumer profie Assessment TASK GUIDANCE:

Create a presentation of NINE slides in total to include the following:

• Apply market segmentation techniques to identify a customer profile to the service.
• Create a customer persona.
• Position the service.
• Explain how the customer will benefit from the service.
• Provide a summary to conclude the presentation.
• Focus on attention to detail, quality of work and overall academic standards.
• For additional guidance on this assignment, please access the assignment vodcast available on Canvas.

MARKING CRITERIA:

Slide 1	Title slide
Slide 2	Introduce yourself and provide an overview of your service.	5%
Slide 3	Apply 2 methods of market segmentation techniques to develop a customer profile.  You are required to examine 2 key areas: Demographic and geographic	15%
Slide 4	Apply 2 methods of market segmentation techniques to develop a customer profile.  You are required to examine 2 key areas: Social cultural and psychographic.	15%
Slide 5	Create a customer persona for the service and explain your reasons.	20%
Slide 6	Position the service. Explain how the service will stand out in the mind of your customer using perceptual planning.	20%
Slide 7	Explain how the customer will benefit from the service.	10%
Slide 8	Provide a summary to conclude the presentation.	10%
Slide 9	Provide a full reference list using the Harvard Referencing System 22 -23	5%

E-SUBMISSION GUIDANCE:

• This assignment will require you to become familiar with and use the Panopto system.
  Please follow this online guide for Panopto that shows you how to access the system, record a video using Panopto or upload an existing video to Panopto and submit your assignment to Canvas. Contact the DICE team on [email protected] if you need any further support.

LEARNING OUTCOMES:

• Apply segmentation, targeting and positioning to identify customer profiles.
• Propose a range of customer profiles and consumer persona from market research data.

SKILLS OUTCOMES:

• The skills outcomes to be developed by completing this assignment can be found here.

GENERAL ASSIGNMENT GUIDANCE:

Teamwork and ITS Assessment	Should this assignment require you to work as part of a team, you will receive an individual grade based upon your performance as well as personalised feedback. The module leader will explain how your individual grade and feedback will be determined.
Importance of Word Count and Presentation Timings	Assignment word counts and presentation timings should always be observed. Ignoring a word count increases significantly the risk of your work losing marks because it lacked focus and clarity.  Students will be required to state their word count on all submissions. A 10% leeway will be allowed – so the maximum a student should submit will be the word count + 10%. The word count will exclude:   The title pageThe contents pageModels, graphs, data tables and other exhibited figures or images Lists of referencesAppendices (these should be kept to a minimum) In addition, timings must be observed for assessed presentations for the same reasons.
E-submission	http://www.ucb.ac.uk/handbook/academic-matters/assessment-issues.aspx
Cut-off date for late work	http://www.ucb.ac.uk/handbook/academic-matters/assessment-issues.aspx
Grading criteria	http://www.ucb.ac.uk/handbook/academic-matters/assessments-fairness-and-marking.aspx
Plagiarism	http://www.ucb.ac.uk/handbook/academic-matters/plagiarism.aspx
Extenuating Circumstances	http://www.ucb.ac.uk/handbook/academic-matters/assessments-if-things-go-wrong.aspx
UCB Referencing Guide	https://portal.ucb.ac.uk/download/referencing/referencing-guide.pdf
Access the Assignment Life Cycle	https://ucbirmingham.instructure.com/courses/26756

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