Using an organisation to illustrate your discussion, you are required to produce a portfolio of 4,000 words.
The portfolio needs to include the following:-
- A critical discussion of TWO consumer behaviour theories, one of which must be a theory relating to digital/online customer behaviour. The two theories MUST be sourced from those discussed in class.
- A data driven persona for an organisation of your choice. The persona must be supported by clear evidence of the sources utilised to develop the persona. Evidence should be presented via screenshots, reference to reports, data etc.
- A data driven customer journey for the persona mentioned above. The customer journey must also be supported by evidence including via screenshots, reference to reports, data etc.