Assignment Brief 2018/19
Unit Title: Customer Information Management (Marketing)
Assignment Title: Assignment 2: Individual Report
Unit Leader: Dr Jayne Rodgers
Contact Details: firstname.lastname@example.org
Submission Date: Friday 29 th March 2019
Feedback Return Date: Monday 8 th May 2019
Submission Instructions: Submit assignment as PDF or Word document online via Moodle
Feedback Return Information: Feedback will be provided via Turnitin on Moodle.
Individual report (3,000 word max).
Unit Learning Outcomes Assessed.
LO 3 Devise a CRM solution best suited to the purpose intended LO 4 Compile indicative short and longer term benefits of a recommended CRM solution, focusing on customer communications and user interfaces.
Assignment Details and Instructions.
Overview Individual report (3,000 word max) will require mapping of features and benefits of the CRM solution onto the short and long term objectives of the organisation. Students will be required to provide indicative return on investment based on case study data provided.
Assignment Details You need to develop a customer relationship management strategy for an organisation of your choice. Specifically, you will need to conceptualise and design a customer loyalty programme that will improve the organisation’s ability to better understand and manage its customer relationships.
Examples of the kind of organisation you choose could include: a supermarket, a high street retail outlet, a café, a restaurant, or a chain of sandwich shops. Be realistic when developing the customer loyalty programme. Think about the organisation and their budget. If you develop a loyalty programme for a FTSE 100 company they can perhaps afford an electronic membership card system, but if you develop a loyalty programme for your local café it is unlikely they could afford such a system. The chosen organisation should provide the necessary scope to allow all the elements of the assignment, stated below, to be undertaken.
You are required to produce a 3,000 word report. Words in tables, diagrams, appendices, and reference do not count. The report should include a title page, an executive summary, contents, introduction, the main body of the report, conclusions, and a list of the references you used to support the claims you make. Any supporting documentation can be included in the report’s appendices. Ensure your name and student ID are included on the title page of the report. You are also required to produce a spreadsheet showing the value of your organisation’s customers before and after the loyalty programme. The following tasks will guide you through the process described above:
Provide a description of your chosen organisation and their purpose. Define the characteristics of their market as well as their customer base. Identify and define the organisation’s customer relationship management problem(s) before solving it through the introduction of the proposed customer loyalty programme. Design a customer loyalty programme that aligns with your chosen organisation and that will address the problem(s) you identified. Describe how the customer loyalty programme will work in practice. Explain how the customer loyalty programme will improve your chosen organisation’s ability to manage customer relationships and improve retention rates. Consider the short and longer term benefits of your customer loyalty programme, with attention to customer communications. Discuss how you will promote your customer loyalty programme using paid channels. You also need to explain why customers will join the loyalty programme and how they will benefit from participation. Using a spreadsheet, calculate customer value before and after the loyalty programme’s introduction to show how the improved retention it could provide translates into higher value customers. Provide an analysis of your findings in the report. Critically evaluate the customer loyalty programme you have developed. Include in this a discussion of ethical issues raised in the use of customer loyalty programmes in general and by your own programme in particular.
The following are issues to bear in mind when writing the report. You could consider the risks of implementing the loyalty programme and what you would do to mitigate them. You could consider whether there is a particular aspect of the customer loyalty programme you did not include in your report that, if added, would improve it. Alternatively, you could critique an aspect of the loyalty programme you did include and explain how you would do it differently.
Early Career/ World Class Professional Skills (PLOs) being assessed or developed/assessed
PLO3 3.1.1 Recognise, explore and reflect on key ethical issues as they affect own and others’ practice.
PLO4 4.1.1 Identify and explain professional and commercial/corporate issues. 4.1.2 Critically evaluate professional and commercial/corporate issues
The following books are a good starting point for your research and more resources will be added to Moodle as the unit progresses. You will also need to look for more sources of literature to complete your work.
Artun, O. & Levin, D. (2015) Predictive Marketing: Easy ways every marketer can use customer Analytics and big data, Wiley, Canada
Chaffey, D. & Ellis-Chadwick, F. (2016), Digital Marketing: Strategy, Implementation and Practice (Sixth Edition), Pearson Education Ltd, Harlow (particularly Chapters 5 & 6)
Kumar, V. & Reinartz, W. (2012) Customer Relationship Management: Concept, Strategy, and Tools, Second Edition, Springer-Verlag, Berlin/Heidelberg
Marking Criteria * – See table below
See table grid at end of assignment brief, with what is expected for each band of assessment. Tutors will use this criteria when marking your work, working within the University mandated step marking scheme, where in addition to band category you will be awarded a mark within the band of 0, 2, 5, or 8 e.g. 50, 52, 55, 58 or 62, 65, 68 as appropriate for your assessment mark.
Group Work Guidelines (If applicable) – N/A
Unit Specification – See Moodle
Assessment Marking Criteria Rubric * (Include Programme Learning Outcomes Assessment Criteria as necessary)
Assessment Marking Criteria
The introduction is very weak or non-existent.
The introduction contains little or no relevant detail about the organisation, the market and/or its customers
The introduction is unclear and it does not provide an overview of the proceeding work. The organisation, its market and customers are poorly described.
The introduction is weak and it provides a limited overview of the proceeding work. The description of the organisation, its market and customers is weak.
The introduction is adequate and it provides a satisfactory overview of the proceeding work. The description of the organisation, its market and customers is satisfactory.
The introduction is clear and it provides a good overview of the proceeding work. The description of the organisation, its market and customers is very good.
The introduction is excellent and it provides a thorough overview of the proceeding work. The description of the organisation, its market and customers is exceptionally detailed.
The introduction is outstanding, with an high level of relevant detail and excellent links made between the organisation, its market and customers.
Identification of CRM problem and design and description of loyalty programme 25%
CRM problem not identified. Loyalty programme not designed or described.
Weak or irrelevant CRM problem identified. Very poor or absence of design and description of loyalty programme.
Identification of CRM problems is insufficient or missing. The loyalty programme is poorly designed and the explanation of how the customer loyalty programme would work in practice is poor or missing.
Identification of CRM problems is inadequate. The design of the loyalty programme and the description of how it would work in practice is weak.
Identification of CRM problems is adequate. The design of the loyalty programme and the description of how it would work in practice is satisfactory.
Identification of CRM problems is good. The design of the loyalty programme and the description of how it would work in practice is good.
Identification of CRM problems is of a high standard. The design of the loyalty programme and the description of how it would work in practice is excellent.
Identification of CRM problems is exceptional. The design of the loyalty programme is of an extremely high standard and the description of how it would work in practice is exceptional.
Explanation of impact of loyalty programme on customers and organisation. Paid promotion explained and customer value calculated and analysed. 25%
Impact of the loyalty programme not explained. Paid promotion not explained. Customer value not explained.