Overview
In this milestone, you will select the product that will be the basis for all of your work on the project from the list provided in the Project Guidelines and Rubric. Then you will conduct research on the target market and develop a persona, which will guide your decisions and work on the remaining marketing plan components for the project.
You will receive instructor feedback on this milestone, revise your work, and add it to your project submission.
Prompt
Complete the Module Two Milestone Worksheet in your Soomo webtext and submit it for instructor feedback. To navigate to the worksheet, click the Contents button on the upper right, then select the Milestone: Module Two Milestone tab from the Chapter Two drop-down menu.
Specifically, you must address the following rubric criteria:
- Product Selection
- Name the product you selected. This product must be one of those listed in the Project One Guidelines and Rubric and will form the basis for all of your work on the project.
- Demographic and Psychographic Characteristics
- Conduct target-market research to determine who the potential buyers of your chosen product are, and research to identify the key demographic and psychographic characteristics that will allow you to understand your buyers’ needs, wants, and preferences so you can market to them effectively.
- Identify the following demographic characteristics, based on your research: age, gender, occupation, level of education, income level, marital status, and number and age range of children.
- Identify the following psychographic characteristics, based on your research: hobbies and interests, wants, current product-related buying behavior, goals, product-related preferences, shopping preferences, and lifestyle.
- Persona
- Based on your research, create one fictional persona that represents members of the target market. A persona is a portrait of a typical example of an actual person who is a part of the target market.
- Your persona should be an accurate representation of individuals that belong to the target market.
- Your persona must include all of the required elements in the Persona section of the Module Two Milestone Worksheet.
- Based on your research, create one fictional persona that represents members of the target market. A persona is a portrait of a typical example of an actual person who is a part of the target market.
What to Submit
Download your completed Module Two Milestone Worksheet from Soomo and submit it as a Word document. Sources should be cited according to APA style.
Module Two Milestone Rubric
| Criteria | Proficient (100%) | Needs Improvement (75%) | Not Evident (0%) | Value |
|---|---|---|---|---|
| Product Selection | Clearly states the product selection from among the options provided in the project | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include naming a product that is an option in the project | Does not attempt criterion | 5 |
| Demographics Characteristics | Develops a logical description of the required demographic characteristics of the target market based on information from appropriate research sources | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include using credible research sources or demographic characteristics that are more accurate | Does not attempt criterion | 20 |
| Psychographics Characteristics | Develops a logical description of the required psychographic characteristics of the target market based on information from appropriate research sources | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include using credible research sources or psychographic characteristics that are more accurate | Does not attempt criterion | 20 |
| Personas | Creates a plausible persona that includes all of the required elements | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include creating a more logical persona, based on the research | Does not attempt criterion | 45 |
| Articulation of Response | Clearly conveys meaning with correct grammar, sentence structure, and spelling, demonstrating an understanding of audience and purpose | Shows progress toward proficiency, but with errors in grammar, sentence structure, and spelling, negatively impacting readability | Submission has critical errors in grammar, sentence structure, and spelling, preventing understanding of ideas | 5 |
| Citations and Attributions | Uses citations for ideas requiring attribution, with consistent minor errors | Uses citations for ideas requiring attribution, with major errors | Does not use citations for ideas requiring attribution | 5 |
| Total: | 100% |