Marketing Management

AQF Level 8

[Student name]

[Student number]

Capstone Assessment – Strategic and Tactical Marketing Plan

[insert name of organisation (brand) here]

Word count: [.. insert word count here ..]

Executive summary

[[On a separate page, your executive summary provides a brief overview (half a page to a
page) of your entire report. It should include what you did, how you did it, what your main
findings were and what your key recommendations are. Although the executive summary
appears at the beginning of the document, it should be written last after completing the
assessment. This section is excluded from the word count.]

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 Table of contents

[On a separate page. You can update the ToC by right-clicking on the ToC and selecting
Update field]

Executive summary....................................................................................................................1

1 Introduction........................................................................................................................3

2 Target Market Persona.......................................................................................................3

3 Marketing Mix Analysis.......................................................................................................3

4 Recommendations..............................................................................................................4

5 Conclusion...........................................................................................................................4

References..................................................................................................................................5

Appendix 1.................................................................................................................................6

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1 Introduction

[This section explains to your reader what you are going to tell them in the body of your
report. It gives the background to the report and explains why it is useful. Moreover, it
should state the aim/purpose and objective/s of the report, should mention any limitations
and should present a very brief summary of the sections.

As you have already discussed your organisation (brand) and product (good or service) in
the first assessment, you can very briefly paraphrase some of that key information to give a
little context. Make sure to rephrase and not self-plagiarise.

The introduction also gives a good opportunity to summarise key findings from the first
assessment, such as the target market, to help set the scene for the discussion of your
persona (only one) in the report. This section is excluded from the word count. ]

2 Target market persona

[Describe a (only one) data driven customer persona in detail (that should represent the
target market segment identified in your first assessment). For example, if your target
market was men and women, above 25 years old etc., why did you choose to focus your
persona creation on women? Are they a bigger part of your target market? Or, are they are
new target market? etc. Overall, this section should start by briefly addressing the question:
‘Why did you focus on this particular persona?’

Use the following sub-headings in your persona’s description: 1. Semi-Fictional Character

(name, title, and picture); 2. Demographic and Behavioural Info; 3. Goals of the Persona; 4.
Pain Points; 5. Information Search Process; 6. Type of Experience Desired; 8. Common
Objections. (‘Day in the life’ and ‘story’ steps are not needed)

This section is included in the word count.]

3 Marketing mix analysis and evaluation

[Conduct a marketing mix (all 7Ps) analysis with links to marketing theories and evaluate its
effectiveness in addressing the needs of your customer persona. When analysing the Ps for

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Product and People, apply SERVQUAL to help you identify gaps between the current
company strategy and the needs of the persona. 

In this section, you should consider the comments made in the following seminal article:

Magrath, A 1986, 'When marketing services, 4 Ps are not enough', Business Horizons, vol.
29, no. 3, pp. 44-50, DOI:10.1016/0007-6813(86)90007-8.

[This section is included in the word count.]

4 Recommendations

[Provide justified marketing mix recommendations for your customer persona. The
recommendations should be based on your evaluation of the current marketing mix, the
recommended positioning and identification of gaps in addressing the needs of your
customer persona. Include where necessary ethical considerations, particularly when
proposing recommendations for communication strategies.

Literature should also be brought in when deciding what to recommend in order to

strengthen your argument. For example, if you are proposing a loyalty program, use the
literature to, e.g. introduce what a loyalty program is, how common these programs are in
customer service, how successful they are, etc. This section is included in the word count.]

5 Conclusion

[The conclusion should be brief. It should summarise the whole of the assessment or project
and tie it together without introducing new material. This section is excluded from the word
count.]

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References

[On a separate page, type references here, in alphabetical order. See the AIB Style Guide for
format. This section is excluded from the word count.]

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Appendix 1

[On a separate page…Title of Appendix 1… This section is excluded from the word count.]

If you have used internal (not publicly available) secondary data sources, include a signed
Organisational Consent as an appendix.