Task Your overarching goal is to help the target organisation create a new marketing campaign. In order to do that, you should: . Learn as much as you can about the

target organisation, which will include interviewing consumers. Based on insights from your research, develop a set of key marketing problems and/or opportunities facing the target organisation. Identify recent academic research in the field of customer experience and behaviour that can shed light on the identified marketing problems and/or opportunities facing the target organisation. In light of relevant theories, concepts, and findings, recommend a new marketing campaign for the target organisation including the content/message and channels by which the target audience will be influenced. Summarise your findings in an effective and engaging presentation./nComponent 2 - Marketing Handbook Weighting: 30% (Group). Length: 10 Pages maximum. Component 2 - Marketing Handbook is designed to solicit your recommendations on how the target organisation should design their new marketing campaign. In your Marketing Handbook: • • Briefly describe the target organisation and the marketplace they operate in. Describe the target organisation's key marketing problem/opportunities referring, where possible, to relevant theories, concepts, and findings. o It is entirely your group's decision how many marketing problems/opportunities to focus on. They should be an integration and/or subset of the marketing problems/opportunities group members discovered in their Research Report. Describe key recommendations for a new marketing campaign that your group has developed to address the marketing problem/opportunities in light of relevant theories, concepts, and findings. Your recommendations should include a description of the target market and the marketing channels to be used. o It is entirely your decision how many recommendations to describe. o Stronger Marketing Handbooks will typically be supported by research discovered via independent academic literature scans. o You may place mock-ups in the Appendix. • The formatting of your Marketing Handbook-including font type, font size, and margin size - are all entirely your decision. Aim for clarity. A font size of 11 or 12 is usually most appropriate. Use the APA referencing style. • • Note that this component will include an optional peer evaluation. The marks of individual students may be adjusted in light of information gathered from the peer evaluation. Marketing Handbooks that exceed the 10 pages limit (excluding the title page, References section, and any Appendices) will be penalised. • Marking criteria: o Quality of the marketing problems/opportunities (20 %): • To what extent are high-quality insights about the target organisation's marketing problems/opportunities identified? o Suitability of the recommendations (30%): • To what extent are the recommendations designed novel, plausible, culturally aware, likely to achieve their goals, likely to be well-received by the target audience, and implemented via appropriate channels? o Quality of consumer behaviour theory application (30%): • To what extent are the recommendations motivated by multiple high- quality, relevant, and correctly interpreted customer and consumer behaviour theories, concepts, and findings? o Quality of handbook presentation (20 %): • To what extent is the handbook laid out appropriately and professionally with a logical flow, written with no sentence structure issues, typographical errors, or inappropriate use of language all while remaining within the page limit? To what extent is the handbook complimented by creative formatting and colour scheme with high quality figures and mock ups?