SALES & MARKETING

03.10.2025 - 12.01.2026  / Week 1 - Week 15

Emily Goh Jin Yee / 0357722 / Bachelor of Design (Honours) in Creative Media 

Exchange Semester in Manchester Metropolitan University, United Kingdom / BA (Hons) Advertising and Brand Communications

Sales and Marketing / 5X5Z0029 / Sec 01

TABLE OF CONTENTS

1. INSTRUCTIONS

2. TASKS

3. REFLECTION

INSTRUCTIONS


TASKS

For this task, we worked in a group to analyse and enhance an existing Product Service Offering (PSO) from a real organisation, following the Sales and Marketing module brief. Our group selected Nike as the brand and focused on improving its existing online shoe sizing experience by developing an enhanced PSO called Nike FitMatch.

Stage 1: Understanding the Brief and Group Planning

We began by carefully reviewing the assignment brief to understand the required components: enhancing a PSO, creating a value proposition, and developing five marketing messages across the customer journey (awareness, consideration, purchase, retention, and advocacy). Early group meetings were held on Microsoft Teams to divide responsibilities based on individual strengths and ensure equal contribution.

My role within the group focused on several key areas. I was responsible for developing the customer persona, ensuring it was consistent with the identified pains, gains, and target audience. I also supported the purchase, retention, and advocacy stages of the customer journey by helping to define the objectives, marketing messages, and digital touchpoints.

In addition, I contributed to the creation of the presentation slides, reviewing the overall content to ensure clarity, coherence, and alignment with the assignment brief. 

Stage 2: Research and Audience Definition

We conducted secondary research using academic sources (e.g. Mintel, Statista, consumer behaviour literature) to understand consumer pain points related to online footwear purchasing. Research highlighted common issues such as sizing uncertainty, fear of discomfort or injury, and high return rates in online shoe purchases.

Based on this research, we defined our target audience as Millennial recreational runners, as they:

  • Run regularly (1–3 times per week)

  • Prefer online shopping for convenience

  • Value comfort, performance, and personalised digital tools

This research directly informed the creation of a realistic and academically justified customer persona.

Stage 3: Developing the Customer Persona

The customer persona was designed to reflect the target audience’s jobs, pains, and gains, ensuring consistency with the value proposition and enhanced PSO. Following tutor feedback, the persona was revised to clearly align with:

  • Identified pains (e.g. sizing uncertainty, frustration with returns)

  • Desired gains (e.g. confidence, injury prevention, convenience)

The persona was also mapped across the five-stage customer journey required in the brief, ensuring coherence between the persona, marketing messages, and journey stages.

Stage 4: Customer Journey Mapping

We then created a detailed customer journey map showing how the persona progresses from awareness to advocacy. Each stage included:

  • Clear marketing objectives

  • Digital touchpoints (e.g. Instagram, Nike App, email, dashboard)

  • Justified actions based on marketing theory and consumer behaviour research

To strengthen clarity, we used keywords on slides and planned to explain each stage verbally during the recorded presentation.

Stage 5: Marketing Messages and Visual Mockups

For the marketing messages, we created one message per customer journey stage, ensuring each message addressed either a pain point or gain relevant to that stage. Following feedback from the professor, we enhanced our slides by including UI mockups to visualise how the PSO would function in real-life contexts.

My contribution included:

  • Purchase-stage mockups showing FitScore, personalised recommendations, and one-click checkout

  • Retention-stage concepts showing notifications, dashboards, and personalised updates

These visuals helped demonstrate how the enhanced PSO supports decision-making, loyalty, and long-term engagement.

Stage 6: Feedback, Iteration, and Finalisation

After receiving formative feedback from the professor, we made several key improvements:

  • Reordered slides to improve coherence and narrative flow

  • Revised the customer persona to better align with pains, gains, and the five-stage journey

  • Added visual mockups to support each marketing stage

This iterative process strengthened the academic justification and practical realism of our proposal.


Fig 1.1 Task distribution and slide content

SALES AND MARKETING GROUP 29





REFLECTION

Experience

This project was a valuable learning experience both academically and personally. From an academic perspective, working on the customer persona and customer journey reinforced my understanding of how sales and marketing theory can be applied to a real-world product service offering. Developing the purchase, retention, and advocacy stages helped me better understand how different objectives, messages, and digital touchpoints are required at each stage of the customer journey.

Creating the customer persona felt very familiar to me, as it closely aligned with the work I regularly complete in my UI/UX modules. Defining user goals, pains, and behaviours is a process I am already confident with, which made this part of the project straightforward and efficient. This allowed me to focus more on ensuring consistency across the persona, customer journey, and marketing messages rather than struggling with the methodology itself.

On a personal level, this project highlighted the realities of group work. Despite maintaining a respectful and cooperative attitude throughout, there were challenges related to communication and group dynamics. I chose to remain professional and focused on completing my responsibilities rather than engaging in conflict, which helped ensure my contributions were clearly reflected in the final outcome.

Overall, this project strengthened my ability to apply existing UX research skills to a marketing context, while also improving my resilience and professionalism when working in difficult team environments. It reinforced the value of transferable skills and confirmed that my background in UI/UX gives me a strong foundation for strategic marketing projects.


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