MARK3014: Customer Management

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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.
In this report, it is assumed that you have been appointed as a Customer Relations
Team Manager for an organisation that you will identify. This organisation needs to
be offering products and/or services to individuals (i.e. B2C) or businesses (i.e. B2B).
The organisation 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.)
2) 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 (750 words; max. 50 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.
PROVISIONAL SUBJECT TO EXTERNAL EXAMINER APPROVAL
Page 4 of 12
4) Sustainable customer management (750 words; max. 50 points)
By applying a minimum of two theoretical frameworks learnt in this model (such as
Kano model, Gartner competency model, IDIC model, CRM value chain), 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) 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 DMU Harvard Referencing Style.
Further information can be found here: https://library.dmu.ac.uk/harvardguide
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.
6) Appendices (if applicable) (not weighted)

 
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BU5579 Internationalisation

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Individual essay topics

  • Drawing upon theories and practical examples, critically discuss main challenges occurring to the management team in international organisations and strategies to cope with these challenges
  • oBased on this general topic, students need to write an essay by focusing on a specific topic.
  • oThe key guideline is to have a deep focus and provide in-depth analysis instead of focusing on many things but providing very superficial understanding of all things you try to cover.

Individual essay submission

  • Students need to submit an individual essay of 2500 words (+/-10% variation is allowed) to Turnitin® (via MyAberdeen), excluding the references.

Only soft copy submission is needed.
 

 
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BHO0257: Digital and Social Media Marketing

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Learning Outcomes
This assessment task addresses the following learning outcomes from the module specification
 
 
4.    Critically research and assess opportunities for the application of digital and social media marketing practices within specific markets
5.    Create and apply detailed, actionable e-marketing plans
6.    Identify and manage information, web analytics, systems and process requirements for successful integrated, customer-focused e-marketing management
7.    Apply quantitative techniques to analyse marketing data
 
Assessment brief  
 
Based on the strategy you developed in the individual essay assessment for Ecoforest, you should now focus on presenting your digital marketing campaign objectives and action plan for the email, website (including SEO), and social media marketing. Your individual portfolio provides details of the following:
 
·         SMART objectives that are channel specific (i.e. email, website, social media marketing) (20%)
·         Action plan (includes recommendations and justifications for prototypes for implementing the digital marketing campaign including: email, website design, SEO, and social media advertisements and/or posts) (50%)
·         Evaluation (20%)
 
You will be required to develop a fully functioning website prototype which includes as a minimum 5 pages (you could use Wix, WordPress.com or Edublogs). You will need to include a wire frame (you could use Marvel) to provide a navigational outline showing the planning process for your website prototype.
 
 
 
 
Assessment preparation
 
Your individual portfolio will be preferred in the form of the website using any free program such as Wix, WordPress.com, or Edublogs. Your portfolio should include pages on:
 
·         SMART objectives (approx. 600 words)
·         Action plan (approx. 1500 words)
·         Evaluation (approx. 600 words)
·         Appendix
·         Website prototype for case scenario company
 
Case scenario:
 
EcoForest Leisure is based in the heart of the Peak District, UK; having opened at the start of this year following an intensive refurbishment project of agricultural buildings set within 200 acres of parkland. The company offers luxury weekend and short term wellness breaks and consider themselves to be offer ‘wellness with a difference’ and facilities include a state-of-the-art fitness suite, a hydrotherapy pool in addition to a wide range of therapies, treatments and classes (popular classes include Yoga, Pilates, Bikram Yoga, Barre, and Mindfulness). The intention is to also host corporate wellbeing events and a variety of retreats. EcoForest Leisure does not currently have a website and they mainly rely on traditional print media (newspapers and magazine advertisements) and word-of-mouth communications to attract customers. Managers recognise that a digital presence is essential to develop the customer base and expand their business. EcoForest Leisure need your help to complete a marketing audit propose a digital marketing strategy that aims to develop an online presence for the company.
 
 
You are advised to:      
 
·      Avoid description of the content of material referred to – critical evaluation is required where specified.
·      Work should be referenced in APA 6th style.  The link below is to the library guidance on referencing and it is recommended you use these resources to ensure your references are in the correct format.
·      http://www.hud.ac.uk/library/finding-info/informationskills/evaluation/referencing/
·      Read widely from textbooks, journals and authoritative commentaries in forming your views. 
·      Refer back to your tutorial work and notes where you have covered key issues and developed critical argument that is relevant to the requirement of this assessment.
·      Pay close attention to the Assessment Criteria at the end of this document – this lists general assessment criteria and specific criteria to the requirements of this assignment.  These criteria will be used to inform your electronic feedback on your marked assignment.
·      Use the University Referencing guide which is APA 6th. Note that poorly referenced material will lose you marks (make sure you consult the Learning Development Group Tutors on level 1 of the Business School for any additional help needed). You can access APA 6th via Brightspace by clicking on the Library button to access the easy to use online guide.
·      Do not exceed the word limit. A 5% mark penalty applies for work exceeding the word limit.
 
Marking criteria
1.    Please refer to the assessment task-specific criteria in Appendix 1.  These show you the issues that will guide your tutors in marking your work. You are encouraged to use these at all stages of preparing your work.  Please remember that the marking process involves academic judgement and interpretation within the marking criteria.
 
2.    In addition to the assessment task-specific criteria, generic assessment criteria are attached in Appendix 1 & 2.
 
3.    The Learning Development Group are available to help you to understand and use the assessment criteria.  To book an appointment, either visit them on The Street in the Charles Sikes Building or email them on busstudenthub@hud.ac.uk
 
4.    The University has regulations relating to academic misconduct, including plagiarism. The Learning Development Group can also advise and help you about academic conventions and avoiding ‘poor scholarship’ which can result in potential academic misconduct.
 
 
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BHO0239: LEADERSHIP PROCESS AND ORGANISATIONS IN CONTEXT

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Task
In groups of five people, pick a company of your choice (avoiding any on the banned list below, or
you will automatically fail).
Using at least one of the topics from those below, which have been covered within this module,
and making use of skills and knowledge from other areas of your study programme, prepare a 20
minute presentation. The presentation should identify areas of strength and weakness of the
company’s leadership and conclude with a succinct set of recommendations.
Topics Available: Toxic leadership; Leading global organisations; Women and Leadership
Groups must gain tutor approval of the company and topic/s
Format: Presentation
Presentation Slides: One group member must submit the final copy of the group’s slides to
Brightspace by Tuesday 21st of April 2020 15:00. Two hard copies of your presentation slides must
be handed to your tutor at the start of your presentation. Please ensure that all group members’
student ID numbers and names are clearly indicated on the copies.
Presentation Length: 20 minutes + brief question & answer session
Presentation Date: April 21st – 30th 2020
Date of Presentation Feedback: Immediate verbal feedback; final marks will be released by May
25th 2020 at the latest.
% of Module: Presentation = 50%
Presentation and referencing
You must use leadership concepts and theories to support your arguments and recommendations.
You must draw upon academic journals to support the work with examples of research carried out
in the field of leadership and management.
APA 6th edition must be used for referencing and citations. You need to fully support your
discussions with academic references from a number of sources. For help with your referencing go
to http://hud.libguides.com/referencing
Time limit 20 minutes. The presentations will be timed. There is no additional allowance, any
content in excess of this time limit will not be included as part of the assessment.
The assignment will be assessed on its relevance, evidence and delivery (see marking
sheet below)
Learning Outcomes: Learning outcomes: 1,2,3,4,5,6,7 (from the Module Specification)
Banned companies: Airbnb, Alibaba, Amazon, Apple, Baidu, Bodyshop, easyJet, Facebook,
Haier, Huawei, Ikea, Samsung, Tencent.
Page 2 of 3
PRESENTATION MARKING SHEET
GROUP MEMBERS
Presentation title
Presentation topic/s
PRESENTATION CONTENT YES/NO COMMENTS
Relevance – 60% weighting
Overview/Background to the choice of
company clearly and briefly explained
Identification of the topic choice and
justification for the choice
Clear explanation of how the topic/s
relate to the chosen organisation
Recommendations identified and built
on the organisational analysis.
Clear conclusion, drawing arguments
together.
Evidence – 30% weighting
Academic research used to support
the discussion including journal
articles and textbooks
Delivery – 10% weighting
Whole group participation in the
presentation
Presentation is clear, confident and
demonstrates understanding
Two copies of slides submitted to tutor
Page 3 of 3
Generic assessment criteria
Grade Percentage
Score
Predicted
degree
classification
Criteria
A 90-100
Outstanding
I A comprehensive piece of work, well evidenced and
supported with accurate referencing throughout. All
content is relevant and all aspects of the question are
addressed
A 80-89
Excellent
I A high quality piece of work though one or two additional
considerations could potentially be enhanced to
strengthen the answer. Accurate referencing and a
substantial body of evidence used to support the answer
A 70-79
High standard
I An excellent answer, well evidenced and referenced.
One or two minor areas may have been omitted though
this does not detract from the overall quality of the
argument
B+
B
B67-69
64-66
60-63
Above average
II(i) A good answer which displays a good familiarity with the
available literature. Comprehension of all the issues
involved and contains evidence of independent criticism
and analysis. Free from errors and all relevant points
discussed.
C+
C
C57-59
54-56
50-53
Average
ll)ii) A middle range answer that shows familiarity with the
available literature. Comprehension of all the issues
involved and contains evidence of independent criticism
and analysis. Free from errors and all relevant points
discussed.
D+
D
D47-49
44-46
40-43
Satisfactory
lll A poor answer which, whilst demonstrating an
understanding of the basic issues involved
(and hence deserves a pass) is deficient in terms of
material covered , level of comprehension etc, .
Insufficiently researched and, perhaps major errors and
omissions
R 37-39
34-36
30-33
Refer
A refer answer which demonstrates a lack of depth in
terms of comprehension and knowledge of the subject
matter
F 20-29
Fail
Little or no understanding of the subject matter and
probably a minimum degree of effort
F 10-19
Fail
Minimal relevant content within the answer and complete
lack of evidence to support. The work is poorly
presented.
F 0-9
Fail
Virtually no relevant content and inadequate
presentation. This grade could be given due to non
submission

 
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