Marketing Question

Overview

Component B – Recommendations Report

Weighting: 15%. Length: 2 Pages maximum. Due: Friday 11:59pm, Week 5.

Component B – Recommendations Report is designed to solicit your initial recommendations on

how the organisation should design their interaction with consumers.

In your Recommendations Report:

Describe the organisation and the one customer-organisation touchpoint that you are

planning to focus your Recommendations Report on. Mention any problems or

opportunities you think there are with this touchpoint.

o Optionally, you may place screenshots or photos of that interaction space in an

Appendix.

Briefly describe two personas that you have constructed.

o Place comprehensive persona descriptions and associated images in an Appendix.

Describe three recommendations you have developed for the organisation.

o Stronger Recommendation Reports will typically be supported by mock-ups (i.e., an

artistic rendering of your recommendation, where that is possible) or specific

examples in the Appendix.

Your recommendations should be motivated by at least three relevant theories, concepts,

and findings from Weeks 1-4 of the subject. In essence, you must argue why, based on the

theory, concept, or finding, your recommendation is very likely going to be effective.

o Stronger Recommendation Reports will typically be supported by research

discovered via independent academic literature scans.

The formatting of your Recommendations Report should follow APA style with double

spacing, Times New Roman 12-point font, 2.54cm margins on all sides of the paper, and

page numbers in the top-right corner of each page.

For referencing, use the APA style.

o You must cite every theory, concept, or finding you mention.

o Never cite the lecturer or lecture notes; cite the original academic reference.

Progress Reports that exceed the 2 pages limit (excluding the title page, References section,

and any Appendices) will be penalised.

Marking criteria:

o Suitability of personas (20%):

▪ To what extent are the personas appropriate and well-described?24710 Customer Experience and Behaviour

3

Assessment Task 1

o Suitability of the recommendations (30%):

▪ To what extent are the recommendations novel, plausible, culturally aware,

likely to achieve their goals, and likely to be well-received by the target

audience?

o Application of theoretical concepts (30%):

▪ To what extent are the recommendations motivated by relevant and

correctly interpreted academic research and customer and consumer

behaviour theories, concepts, and findings from secondary sources related

to content from Weeks 1-4?

o Quality of report (20%):

▪ To what extent is the report laid out appropriately and professionally with a

logical flow, written with no sentence structure issues, typographical errors,

or inappropriate use of lang