Conduct research on the target market and develop a persona

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 One 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 marke�ng 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 bu�on 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 Selec�on

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 Characteris�cs

Conduct target-market research to determine who the poten�al buyers of your chosen product are, and research to iden�fy the key demographic and psychographic

characteris�cs that will allow you to understand your buyers’ needs, wants, and preferences so you can market to them effec�vely.

Iden�fy the following demographic characteris�cs, based on your research: age, gender, occupa�on, level of educa�on, income level, marital status, and number and age

range of children.

Iden�fy the following psychographic characteris�cs, 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 fic�onal 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 representa�on of individuals that belong to the target market.

Your persona must include all of the required elements in the Persona sec�on of the Module Two Milestone Worksheet.

Guidelines for Submission

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 (85%) Not Evident (0%) Value

Product Selec�on Clearly states the product selec�on from

among the op�ons provided in the

project

Shows progress toward proficiency, but

with errors or omissions; areas for

improvement may include naming a

product that is an op�on in the project

Does not a�empt criterion 5



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11/4/21, 7:22 PM Module Two Milestone Guidelines and Rubric – MKT-205-J2875 Applied Marketing Strategies 21EW2

https://learn.snhu.edu/d2l/le/content/892231/viewContent/15719006/View 2/2

Criteria Proficient (100%) Needs Improvement (85%) Not Evident (0%) Value

Demographics

Characteris�cs

Develops a logical descrip�on of the

required demographic characteris�cs of

the target market based on informa�on

from appropriate research sources

Shows progress toward proficiency, but

with errors or omissions; areas for

improvement may include using credible

research sources or demographic

characteris�cs that are more accurate

Does not a�empt criterion 20

Psychographics

Characteris�cs

Develops a logical descrip�on of the

required psychographic characteris�cs of

the target market based on informa�on

from appropriate research sources

Shows progress toward proficiency, but

with errors or omissions; areas for

improvement may include using credible

research sources or psychographic

characteris�cs that are more accurate

Does not a�empt 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 crea�ng a

more logical persona, based on the

research

Does not a�empt criterion 45

Ar�cula�on of Response Clearly conveys meaning with correct

grammar, sentence structure, and

spelling, demonstra�ng an understanding

of audience and purpose

Shows progress toward proficiency, but

with errors in grammar, sentence

structure, and spelling, nega�vely

impac�ng readability

Submission has cri�cal errors in grammar,

sentence structure, and spelling,

preven�ng understanding of ideas

5

Cita�ons and A�ribu�ons Uses cita�ons for ideas requiring

a�ribu�on, with consistent minor errors

Uses cita�ons for ideas requiring

a�ribu�on, with major errors

Does not use cita�ons for ideas requiring

a�ribu�on

5

Total: 100%

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