CWBRIEF 
Coursework 1 (50%)
This is an INDIVIDUAL ASSIGNMENT
Due date: Tuesday November 18th via studynet ONLY
Assignment Title: Understanding customers- Mobile Network providers
Background to Assignment
Understanding customers is an important discipline that businesses should engage in. Looking at the segmentation data for EE Customers (compiled by Illuminas) how useful do you think this research is in helping organisations understand their customers.
Understanding for this should be taken by attending the guest lecture by Maria Antidormi from Illuminas, completing the EE questionnaire and by reading literature relating to marketing concepts and market research.
You may look at all sources of secondary data available via the Studynet LRC portal and you can support your argument by looking at other data included in Mintel, Keynote, WARC or any other reports via your Studynet Portal.
Useful Website links http://www.illuminas-global.com/ http://ee.co.uk/ http://www.experian.co.uk/business-services/business-services.html www.experian.co.uk/business-strategies/mosaic-uk-2009.html http://stakeholders.ofcom.org.uk/binaries/research/consumer-experience/tce-13/cost_value_final.pdf To access these sites from this document right hand click and Open hyper link
Detailed Assignment Description
Scenario
You are the Marketing executive at EE. Following a marketing review, EE has decided that it wants to broaden its existing customer base and explore new customer groups. A challenge given that 93% of the UK population has a mobile phone (Ofcom 2014). You have been tasked with producing a market research report that sheds more light on current EE customers. This segmentation has been created by collating market research data by the market research company Illuminas.
Tasks of the assignment
1. Market research
a. You should attend the guest lecture by Maria Antidormi from Illuminas (5 marks) and take notes. The guest lecturer will discuss the market research project she conducted for
This is an INDIVIDUAL ASSIGNMENT
Due date: Tuesday November 18th via studynet ONLY
Assignment Title: Understanding customers- Mobile Network providers
Background to Assignment
Understanding customers is an important discipline that businesses should engage in. Looking at the segmentation data for EE Customers (compiled by Illuminas) how useful do you think this research is in helping organisations understand their customers.
Understanding for this should be taken by attending the guest lecture by Maria Antidormi from Illuminas, completing the EE questionnaire and by reading literature relating to marketing concepts and market research.
You may look at all sources of secondary data available via the Studynet LRC portal and you can support your argument by looking at other data included in Mintel, Keynote, WARC or any other reports via your Studynet Portal.
Useful Website links http://www.illuminas-global.com/ http://ee.co.uk/ http://www.experian.co.uk/business-services/business-services.html www.experian.co.uk/business-strategies/mosaic-uk-2009.html http://stakeholders.ofcom.org.uk/binaries/research/consumer-experience/tce-13/cost_value_final.pdf To access these sites from this document right hand click and Open hyper link
Detailed Assignment Description
Scenario
You are the Marketing executive at EE. Following a marketing review, EE has decided that it wants to broaden its existing customer base and explore new customer groups. A challenge given that 93% of the UK population has a mobile phone (Ofcom 2014). You have been tasked with producing a market research report that sheds more light on current EE customers. This segmentation has been created by collating market research data by the market research company Illuminas.
Tasks of the assignment
1. Market research
a. You should attend the guest lecture by Maria Antidormi from Illuminas (5 marks) and take notes. The guest lecturer will discuss the market research project she conducted for