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BUS 1006 MARKETING FUNDAMENTALS 

Scenario

Description: You are a marketing assistant for a marketing agency located in Surry Hills Sydney. You have been asked to conduct a market & industry analysis and understand the target audience for [ Do not select your own brand]. In this assessment, you will focus on identifying and explaining the macro and micro environmental factors that could influence the business and the industry from a marketing point-of-view. You should also be able to identify new trends as part of the situational analysis, in order to propose marketing solutions to potential issues that may affect the client.  Use any relevant analysis and framework learnt in this unit (e.g. SWOT, PESTLE, Adoption Curve, BCG Matrix, and others.) that you find suitable to include in your market & industry analysis. All relevant information, analysis & frameworks will be represented using an infographic which is a visual way of

communicating rich information. Data and findings must include appropriate referencing. Use any online tool to build your own infographic. Here are some options: www.piktochart.com 

Use any free template available that you find appropriate and visually appealing. Dimensions: (at least) A2, or equivalent to 04 x A4 page. As part of the marketing process, you need to research different types of data using a variety of sources to understand the c their purchasing decisions?   

You will be required to create a buyer persona for business using at least ten (10)

segmentation

variables (demographics, geographics, psychographics and behavioural elements). [Your business may target more than one market and if so, focus on what you think is the largest target market.]  A buyer persona is a description of an individual from a specific segment and assists marketers to create marketing strategies whether it is a new promotion, a new product, a new pricing strategy or any strategic marketing tactic.   Your buyer persona must include:  - Name, picture of the buyer, DOB, profession and income of the buyer; - Bio of the buyer; - Brand preferences; - Communication channels utilised; - Aspirations, lifestyle; - Any additional factor that you find relevant to the brand of your choice.  Below are some websites and samples to inspire you. Search the Internet for  in order to find a suitable you for you. 

how-to-create-a-concrete-buyerpersona-with- templates-examples/  ve-buyer-persona-template-free-download/ -

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blog/customer-avatar-worksheet/  Detailed Submission Submit 01 infographic and 01 buyer persona in PDF or JPG.  Requirements:  Misconduct:  The AIH misconduct policy and procedure can be read on the AIH    Special consideration:  Students whose ability to submit or attend an assessment item is affected by sickness, misadventure or other circumstances beyond their control, may be eligible for special consideration. No consideration is given when the condition or event is unrelated to the student's performance in a component of the assessment, or when it is considered not to be serious.  Students applying for special consideration must submit the form within 3 days of the due date of the assessment item or exam.   The form can be obtained from the AIH website (https://aih.nsw.edu.au/current- students/student-forms/) or on-campus at Reception.   The request form must be submitted to Student Services. Supporting evidence should be attached. For further information please refer to the Student Assessment Policy and associated Procedure available on  . 

 

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