fbpx

Get Cheapest Assignment in Australia, UK, US, UAE, Canada and NZ Order Now

MARK3114Customer Management

0 Comments

ASSIGNMENT DETAILS

Learning Outcomes (LO) to Be Assessed:

LO1. Assess organisational competence in customer management

LO2. Identify weaknesses in customer management performance

Module Title:                                    Customer Management

Module Code:                                  MARK3114

Assignment Title:                           Coursework 1

Weighting:                                        50%

Module Leader:                               Dr. Nurdilek Dalziel

Length:                                              1,500 words (1,350 – 1,650 words)

Instructions to Students

This is an individual report of 1,500 words plus references, tables, graphs and appendices (if applicable), which is to be submitted via Assessment tab on Blackboard.

In this report, it is assumed that you have been appointed as a Customer Relations Team Manager for an airline that you will identify. The airline can be an overseas company, yet it should have a website in English (so that the teaching team can engage with your report).

In your role as a Customer Relations Team Manager, you have been asked by the Senior Management Team to produce a report evaluating the success of the customer management strategies of the chosen organisation.

You are required to structure your report around the following headings:

  1. Title Page (title of the report, student number, module name & code, tutor name, submission date, word count) (Title page is not weighted.)
  • Organisation Summary (max one page; not weighted)

Provide a background to your organisation using the Organisation Summary Template on page 5. Please note that you must use this organisation for Coursework 1 and 2.

Organisation Summary is not weighted; yet if the table is not provided with the required information your coursework is likely to fail. This is because the information in the table is crucial to evaluate the soundness of your report.

3) Customer acquisition, retention and development (550 words; 40 points)

Taking into account the key customer segment of the organisation, what customer acquisition, retention and development strategies would be most beneficial? Your discussion should include references to key relationship marketing constructs such as trust, customer commitment, satisfaction, loyalty and so on. Your analysis can be in an online or offline context, and should be supported with relevant academic literature.

4)      Sustainable customer management for your organisation (400 words; 25 points)

Apply ONE theoretical framework learnt in this module (such as Kano model, Gartner competency model, IDIC model, CRM value chain), and discuss how the organisation can design a sustainable customer management strategy. For a sustainable customer management strategy, you should explain how the proposed strategy will create further value for existing and/or potential customers. The strategy should mutually be

beneficial for the organisation by, for example, its positive impact on customer lifetime value. Your analysis should be supported with relevant academic literature.

5)      Comparative Analysis (400 words; 25 points)

Apply the same theoretical framework (chosen in Section 4) to another organisation outside the telecommunications sector. You should compare and contrast your organisation with this other organisation in relation to their customer management strategies through the lens of your theoretical framework. You are expected to highlight the learning points for your organisation informed by this comparative analysis.

6)      Conclusions (150 words; 10 points)

This section is a brief summary of your report, highlighting how successful your organization is in managing their customers and how they can improve their customer management strategies and hence enhance relationship with their customers. The conclusions should be supported and logically draw upon the discussions in previous sections.

7)      Reference List (not weighted)

A full list of references of all sources (whether academic or industry-based) must appear at the end of your assignment, written in Harvard (Cite Them Right). Further information can be found here: https://library.dmu.ac.uk/refguide

Sources must also be indicated clearly in the main text, as they arise. You must not copy material directly from any source word for word without acknowledgement, and neither must you paraphrase material from any source (academic or business) without acknowledgment. To do so is ‘plagiarism’, which is a serious academic offence.

Very important: this report must be entirely your own work and no-one else’s.

8)      Appendices (if applicable) (not weighted)

Other Guidance Notes

We are looking for evidence that you have understood and integrated the module content and are able to apply that knowledge to the construction of coherent arguments in the analysis of the organisation you have chosen to focus upon.

  • Please use 1.15 line spacing and 11-point Calibri.
  • Report needs to be structured well, professional looking, clearly expressed points in English, adopt careful punctuation and appropriate use of paragraphs (including the choice of terminology, spelling and grammar).
    • The appendices you include in the report should be relevant. Materials that appear in the appendices must be referred to and commented upon in the main text, otherwise they will not be counted towards your grade. Appendices should not be treated as an extension of the main report.

Organisation Summary Template (max one page)

YOU MUST USE THIS ORGANISATION FOR COURSEWORK 1 AND 2.

Organisation name 
Organisation’s web address 
Size of organisation in terms of turnover and/or number of employees 
Customer base, for example B2C/B2B 
The names of main competitors 
Social media networking in terms of the level of social media presence 
Which organisation you have selected for Section 5 and a brief explanation for its rationale (it needs to be outside the telecommunications industry) 
Organisation name 
Organisation’s web address 
Size of organisation in terms of turnover and/or number of employees 
Customer base, for example B2C/B2B 
The names of main competitors 
Social media networking in terms of the level of social media presence 
Which organisation you have selected for Section 5 and a brief explanation for its rationale (it needs to be outside the telecommunications industry) 

COURSEWORK 2

Learning Outcomes (LO) to Be Assessed:

LO3.     Make recommendations on how an organisation can improve its CRM performance and profitability

LO4.     Develop problem solving and decision-making skills

Module Title:                                    Customer Management

Module Code:                                  MARK3114

Assignment Title:                           Coursework 2

Weighting:                                        50%

Module Leader:                               Dr. Nurdilek Dalziel

Length:                                              1,500 words (1,350 – 1,650 words)

Instructions to Students

This is an individual report of 1,500 words plus references, tables, graphs and appendices (if applicable), which is to be submitted via Turnitin.

Having designed a sustainable customer management strategy for the organisation (Coursework 1), you are asked to apply digital and social CRM to enhance the organisation’s relationships with its customers.

You are required to structure your report around the following headings:

  1. Title Page (title of the report, student number, module name & code, tutor name, submission date, word count) (Title page is not weighted.)
  • Create Digital Marketing Strategies for Your Organisation Using Some Elements of SOSTAC Planning Model (750 words; 50 points)

This section should be informed by your discussion in Coursework 1. Based on your research and analysis, you will recommend digital marketing strategies that will help your organisation build and develop profitable long-term relationships with their target customers. When developing the strategies, you are expected to draw upon some elements of SOSTAC planning model.

  1. Situation Analysis: providing an overview for your organization – who they are, what they do, key competitors, digital channels landscape, etc. (This information will be presented in Organisation Summary)
    1. Objectives: Informed by your analysis in Assessment 1, identify three digital SMART objectives in relation to customer acquisition, retention/development, and experience/engagement.
    1. Strategy: This is about how you plan to fulfil your objectives. For each objective, a digital strategy should be offered.

Each proposed digital strategy should be justified clearly with references to the business, industry, the chosen customer segment, the competition and market trends (such as evolving consumer behaviour and emerging technologies).

Excellent answers will propose digital strategies with references to owned, earned and paid media in the context of customer acquisition, retention, development, experience and engagement.

  • Customer Service Metrics Analysis (550 words; 35 points)

Organisations use a number of metrics to evaluate the success of their customer service. Most commonly used metrics are:

  1. Net Promoter Score (NPS)
  2. Customer Acquisition Cost (CAC)
  3. Customer Lifetime Value (CLV)
  4. CAC-to-CLV
  5. Customer Satisfaction Score (CSAT)
  • Customer Effort Score (CES)
  • Customer Retention Rate
  • Revenue Churn
  • First Contact Resolution
  • Average Ticket Time

Write a brief to your team members highlighting the value of tracking these key metrics periodically. Your answer should not be limited simply defining the metrics. You will need to consider the value of these metrics for your key customers and your business. You are expected to include a minimum of five of these metrics in your brief. Excellent answers will relate the recommended digital strategies (Section 3) to these metrics. https://offers.hubspot.com/customer-service-metrics?hubs_post- cta=anchor&hsCtaTracking=e24dc302-9dc2-466f-a5ca-ab4e08633c0f%7C5b77f5a2- d8cb-4de3-a66b-79f344865937

9) Conclusions (200 words; 15 points)

This section is a brief summary of your report, highlighting how your company would benefit from integrating digital CRM. This could be in relation to benefits to its customers (such as offering a higher value), or organisational cost efficiency (due to marketing automation for example). Alternatively, you can discuss the key challenges the organisation can face in their digital CRM integration. The conclusions should be supported and logically draw upon the discussions in previous sections.

4)      Reference List (not weighted)

A full list of references of all sources (whether academic or industry-based) must appear at the end of your assignment, written in Harvard (Cite Them Right). Further information can be found here: https://library.dmu.ac.uk/refguide

Sources must also be indicated clearly in the main text, as they arise. You must not copy material directly from any source word for word without acknowledgement, and neither must you paraphrase material from any source (academic or business) without acknowledgment. To do so is ‘plagiarism’, which is a serious academic offence.

Very important: this report must be entirely your own work and no-one else’s.

5)      Appendices (not weighted)

Organisation Summary is not weighted; yet if the table is not provided with the required information your coursework is likely to fail. This is because the information in the table is crucial to evaluate the soundness of your report.

Other Guidance Notes

We are looking for evidence that you have understood and integrated the module content and are able to apply that knowledge to the construction of coherent arguments in the analysis of the organisation you have chosen to focus upon.

  • Please use ‘1.15 lines’ spacing and 11-point Calibri.
  • Report needs to be structured well, professional looking, clearly expressed points in English, adopt careful punctuation and appropriate use of paragraphs (including the choice of terminology, spelling and grammar).
Text Box: The appendices you include in the report should be relevant. Materials that appear in the appendices must be referred to and commented upon in the main text, otherwise they will not be counted towards your grade. Appendices should not be treated as an extension of your discussion.

Leave a Reply

Your email address will not be published. Required fields are marked *