MRKT2003: The Fundamentals of Digital Marketing

 Topic: Customer Persona and Empathy Map

Objective:

To understand the needs and behaviors of a local business`s target audience in Qatar through the creation of a customer persona and empathy map.

Team Assignment: 2 per team – Self enrolment on D2L

Choose an established brand with online presence. Research the business`s industry and target audience to gain an understanding of the types of customers the business serves. The assignment has three (3) parts:

You must get your business approved before beginning. Please send a one sentence email explaining what the business is.

1. Create two (2) customer personas for the business`s target audience. The personas should include the following information:

• Demographic information (age, gender, income, education, etc.). Refer to actual statistics for this section.
• Psychographic information (personality traits, values, interests, hobbies, etc.)
• Behavioral information (shopping habits, buying patterns, decision-making process, etc.)
• Goals and pain points (what the customer hopes to achieve and what challenges they face)

1. Create an empathy map for each customer persona. The empathy map should include the following sections:

• Says: What the customer says or thinks about the business and its products/services
• Thinks and feels: What the customer thinks and feels about the business and its products/services
• Does: What actions the customer takes in relation to the business and its products/services
• Sees: What the customer sees in relation to the business and its products/services
• Hears: What the customer hears in relation to the business and its products/services
• Pain points: What challenges or frustrations the customer experiences in relation to the business and its products/services
• Gains: What benefits or rewards the customer expects from the business and its products/services

1. 3.      Use the customer personas and empathy maps to identify opportunities for the business to better understand and meet the needs of its target audience. Refer to industry trends and/or competitor analysis to support your propositions.
   
   

Deliverables:

• Two customer personas and two empathy maps in a word document using headings and bullet points.
• A written analysis of the customer persona and empathy map, including an explanation of how the business can use this information to improve its digital marketing efforts.

Submission Guidelines and Deadline:

1. 1.       Submit your assignment on a word document. You should have the following:
   1. Cover page (name(s), ID number(s), Course and section, Lecturer name)
   2. Name and description of business
   3. First Consumer Persona with it empathy map
   4. Second Consumer Persona with it empathy map
   5. Analysis
   6. References
2. 2.       Be sure to reference any materials used to prepare your document at the end of your submission (if needed).
3. 3.       Please note: Plagiarism is not tolerated and will receive an “Academic Dishonesty Report” which stays on your transcript through graduation.
4. 4.       Deadline September 30, 2023