Assignment Brief 2018/19 Unit Title: Customer Information Management (Marketing) Unit Code: 5U5Z0018

Assignment Brief 2018/19

Unit                  Title:                                                 Customer Information Management                         (Marketing)

Unit Code:

5U5Z0018

Core:

Level: L5

Assignment Title:  Assignment 2:                        Individual Report

Unit Leader: Dr Jayne Rodgers

Contact                     Details: j.rodgers@mmu.ac.uk

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.

Assignment                       Task
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

Resources
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

Component

0-19

20-34

35-39

40-49

50-59

60-69

70-85

86-100

Introduction 20%

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.

Impact                    &#