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Relationship Marketing

Relationship Marketing
Order Description
1. The chosen company should contains relation ship marketing.
2. The task and criteria have attached.
3. The copy rate should be controlled under 10%.
4. Please use relevant concept.
Assessment Criteria – Task 1
Course Title:     MSc International Business Management
Module Title:    Relationship Marketing    Level      7
Assessment Title:    Relationship Marketing Individual Assignment    Weighted:     100%
Learning Outcome from Module Description    0- 39%
Work does not satisfy assessment criteria    40 – 49%
Satisfactory Work    50 – 59%
Acceptable Work with some good aspects    60 – 69%
Good Quality Work    70% +
1 Critically evaluate the role of customer relationship management within the overall context of marketing management.    Inadequate and confused knowledge of the concepts studied.  Inability to relate these to the assessment exercise
Basic description of the concepts with limited analysis or application    Reasonable discussion of the concepts in an appropriate context    Substantive critical analysis, appropriately applied to the assessment exercise
Insightful and comprehensive discussion of the concepts, creatively applied to the assessment exercise
2 Recognise the significance of effective relationship management in different marketing situations
Inadequate understanding of the scope or potential impact of managing relationships    Basic understanding but with limited application to different situations    Reasonable understanding and attempted applications across a number of different applications    |Clear understanding of the role of relationship management, applied across contrasting situations    Comprehensive and insightful understanding applied across a wide range of contrasting situations
3 Apply the principles of Relationship Marketing, including value added through the Supply Chain and effective communications, within a dynamic, customer facing environment
Inadequate use of appropriate academic underpinning.  Lack of application     Some use of relevant theory.  Limited coverage from the subject area. Lacking in fluency and conviction    Reasonable use and application of appropriate models and concepts from across the subject area    Relevant theories from across the subject area used and thoroughly applied    Comprehensive and thorough application of a wide range of appropriate models and concepts.  Fluent use of terminology
4 Propose a Relationship Marketing strategy in order to facilitate effective customer value management and long term, profitable relationships
Inappropriate proposals with no sound justification and/or link to prior analysis    Poorly considered proposals.  Limited linkage to prior analysis    Appropriate, though limited proposals.  Reasonably justified and linked to prior analysis    Detailed operational proposals, well justified and clearly stemming from strategic analysis    Comprehensive proposals.  Fully justified, evaluated and showing high level of insight within the context of the organisational analysis
5   All     Little or no evidence of additional reading    Some additional material introduced    Appropriate use of a reasonable level of further material    Introduction of a wide range of additional supporting material    Appropriate use of a comprehensive range of relevant additional material
6   All     Poorly structured work, lacking clarity.  Poor grammar    Some appropriate structure    Reasonable structure and clarity.  Few grammatical errors    Clear and logical communication.  Accurately presented    Exceptional written communication skills.  Professionally presented
Task Brief – Coursework
Module Title:    Relationship Marketing
Assessment Title:    Relationship Marketing Assignment
Individual/Group:    Individual
Weighting:    100%
Submission Date:    Week 25 (12.01.15)
Instructions To Students For Submission Of This Coursework
Task Details:
Taking an organisation with which you are familiar, identify and evaluate a variety of existing and/or potential relationships and the opportunities and challenges which these present to the organisation.  On the basis of your findings recommend actions that will enable the organisation to develop a full Relationship Marketing strategy, in order to facilitate the effective management of long term, profitable, customer relationships.
Original and creative approaches to the topic will be required as well as evidence of an ability to reflect on learning arising from the completion of the assignment.
!!Your choice of organisation must be agreed with the module tutor in advance!!
Particular instructions to students:
Format:  The work may be presented either in report form or in essay style – either way, it should be clearly structured and flow logically and smoothly.
Length:    The assignment should be between 4,000 words and 5,000 words.
Application:    It is essential that relevant academic theory and arguments are applied to the chosen organisation and discussed in some depth – not merely described.
Referencing:    The assignment is designed to assess your ability to apply theory covered on the course to actual scenarios.  As such, it is expected that further reading will be undertaken and all books and articles used should be given in a bibliography.  The source of any quotations or academic frameworks used in the assignment must be acknowledged with full referencing using the Harvard Referencing method.
Timing:  Late submissions will incur penalties in line with course regulations
Submission:  A hard copy of the work should be handed in together with an electronic version (which can be e-mailed to the tutor beforehand).  All work will be subjected to a plagiarism check through Turnitin and you are required to submit the work to a Turnitin check before handing in (you may submit it to Turnitin as many times as you like).
Note: Whilst the university makes every effort to safeguard work submitted for marking, students are advised to keep a copy of their work.
Assignment  Advice
Detailed assessment criteria are provided in this booklet, along with guidance about how the work should be written.  However, the following extra advice might be useful.
1.    Make sure that your work is supported by robust academic underpinning.  This means making use of a model, or models, such as those introduced in the first week (e.g. ‘6 Markets’, Doyle, Morgan & Hunt, or the ’30 R’s checklist’ proposed by Gummesson).
2.    This assignment is looking for more than a simple description of different stakeholders.  You need to be undertaking an evaluation of each of your chosen organisation’s stakeholders, including different types of customers.  You should then be assessing the challenges and opportunities of managing effective relationships between the organisation and these stakeholders.  Again, you should be supporting this with academic theory.
3.    You should not automatically assume that all customers are the same and form one homogenous stakeholder group!
4.    You are not being assessed on your detailed knowledge of an organisation – you are being assessed on your knowledge and understanding of the principles of relationship marketing.  It is therefore acceptable to make assumptions about the organisations you are writing about, as long as you make these clear and fully incorporate them into your findings and recommendations.
You should make sure that you make some recommendations – this is what the assignment brief asks you to do.  If you think the organisation is already doing the best it possibly can, then you must justify why you think this by showing that alternative strategies would be less effective.
Study Skills Support
Full instructions on how to use the Harvard Referencing method are given on the module Blackboard site under “Support Resources”
Feedback & Feed-forward Strategy and how students can access their Feedback
You will be provided with verbal feedback on class activities (case study questions and simulated assessment activities). Review meetings will be held with the whole class and the module tutor throughout the duration of the module to generate formative feedback on work in progress for the assignment, and there will be a final briefing session towards the end of the semester.  Summative feedback the assignment will be provided in the form of typed feedback. This will comment on how well the assessment criteria and learning outcomes have been met and will also use a specially designed pro-forma to show where improvements could be made.

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