Finance and Management

STCW2 consumer profiling Assessment

16 May 2023 12:30 PM | UPDATED 1 year ago

STCW2 consumer profiling Assessment :

STCW2  consumer profiling Assessment
STCW2 consumer profiling Assessment


Programme TitleBA / Fda Business Enterprise
Module TitleMarket Research and Consumer Profiling
Module Code2140
ASSIGNMENT TITLEConsumer profiling
LecturersSarbjit Kaur Dulai
W/C Hand Out Date20/02/2023
Due DateBy 17:00 on 18/05/2023
Feedback Post Date20/06/2023
Presentation Duration7 minutes
Assignment Word Count Enter the word count limit here (if appropriate).
Submission Formate-SubmissionIndividual
STCW2 consumer profie Assessment


  • 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.


Slide 1Title slide 
Slide 2Introduce yourself and provide an overview of your service.5%
Slide 3Apply 2 methods of market segmentation techniques to develop a customer profile.  You are required to examine 2 key areas: Demographic and geographic15%
Slide 4Apply 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 5Create a customer persona for the service and explain your reasons.20%
Slide 6Position the service. Explain how the service will stand out in the mind of your customer using perceptual planning.20%
Slide 7Explain how the customer will benefit from the service.10%
Slide 8Provide a summary to conclude the presentation.10%
Slide 9Provide a full reference list using the Harvard Referencing System 22 -235%
STCW2 consumer profie Assessment


  • 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.


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


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


Teamwork and ITS AssessmentShould 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 TimingsAssignment 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. 
Cut-off date for late work
Grading criteria
Extenuating Circumstances
UCB Referencing Guide
Access the Assignment Life Cycle
STCW2 consumer profie Assessment


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