trategic Marketing: As a marketing consultant, you have been asked by a client to advise them on their current provision of Customer Service levels (CSL), and how and why the organisation can improve these in their future strategies
Assessment Type: [E.G. Examination: Assignment: Presentation: Integrative Case Study: Business Development Proposal: Dissertation]
Individual written assignment on the following situation analysis:
As a marketing consultant, you have been asked by a client to advise them on their current provision of Customer Service levels (CSL), and how and why the organisation can improve these in their future strategies.
Produce a short business report (2000 words) to the Chief Executive of this client organisation.
Your report must be based on an organisation of your own choice.
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Indicative Assessment Requirements for the Module;-
Individual written assignment and supporting documentation
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Maximum Word Limit and Assessment weighting for each aspect within the assessment:
• Your maximum number of words for this assignment must be no more than 2,000 words (not including relevant appendices).
• Assessment Weighting – 100% of the assessment in the module
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Description of Assessment Requirements
The written assignment must not exceed the word limit (as noted above)
Appendices must be used as supporting documentation, and as such be referred to in the main body of the text
Appendices must not be used simply as additional material
Marks will be allocated in line with the following guidelines:
• An introduction to your chosen organisation.
(200 words) (10 marks)
• An evaluation of the importance of improved Customer Service Levels(CSL) to this organisation.(why is CSL important?)
(400 words) (20 marks)
• An explanation of how this organisation may undertake market research to discover gaps in their current CSL. (should include SERVQUAL and what are the costumers service problem )
(400 words)(20 marks)
• Justifying what this organisation must do to achieve improved CSL. (should include strategy)
(400 words) (20 marks)
• An analysis of how this organisation should plan and implement its future Customer Service strategies. ( should include SOSTAC )
(400 words) (20 marks)
• Using APS referencing and report layout.(Harvard style is acceptable )
(10 marks)
Assessment Criteria
In addition to the criteria outlined in the assessment details above, the assignment will be assessed on:
• Demonstrating that you have undertaken sufficient research on the topic.
• Demonstration of a reasonable understanding of the theoretical background to the topic.
• Demonstration of reasonable knowledge of the practical application of such theory.
• A clear structure and clarity of presented arguments.
• Good presentation and grammatical accuracy.
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Module Learning Outcomes to be Assessed:-
(Module Learning Outcomes are required to be those indicated in the Module Descriptor contained in the validated programme
Identify and discuss contemporary marketing strategies ——– and through case study example discuss their success , failure ,future contributions to the fields and activities of contemporary and future marketing activities
Critically discuss and determine an understanding of the strategic marketing planning process
Undertake and evaluate situational analysis related to the design of market – driven strategies and their translation into marketing programmes
Define key marketing activities and discuss findings in terms of limitations, contributions and worth ;including contributions to informed marketing decisions
Assess and determine the critical issues to be confronted in implementing and managing market- driven strategies.
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