customer experience (marketing essay)

BIK0022 Customer Experience

Assignment 2

Assess the customer experience provided by an organisation of your choice and make recommendations as to how it could be improved.

Your assessment should include:

· A short introduction to the organisation, its products/service and its target market

· Identification of the components of the customer experience (including perception points) that the organisation offers its customers including a customer journey map

· An assessment of the level of customer experience the organisation offers focusing on 2 elements

· Recommendations on how the organisation could improve the experience relating to those 2 elements

Notes

· 60% weighting

· 3500 words not including appendices

1. The word limit is as set out in the assessment task and is not subject to variation.

2. The limit excludes the bibliography or reference list, footnotes, appendices and details of the assessment task.

3. The mark to be awarded will therefore be that which applies at this word limit.

· Report format – you are not required to provide an executive summary for this report. Sections should be numbered. Please ensure that you include a title page.

· You may include appendices; each appendix should be numbered and located on a separate page, they should also have a title and a source. Do not include copies of source articles you have used for the assignment.

· Line spacing – 1.5, font size 10

· You should use examples to illustrate your points.

· Submission date Wednesday 4 May 2017, electronic copy via Turnitin by 23.59.

· Formative assessment for this assignment will be scheduled into teaching sessions.

· You should receive feedback on your essay within 21term days, please note that this does not include vacation weeks. Marks and feedback will be available via Turnitin. You will receive feedback by 25 May 2017.

· Eligible for tutor reassessment

Learning Outcomes

1 Demonstrate a critical understanding of the scope and core principles of customer experience theory and practice.

2 Explain how this experience can be best planned, resourced, evaluated and managed

4 Demonstrate an awareness of emerging issues within the customer experience environment

5 Critically evaluate the effectiveness and limitations of customer experience strategies in a range of different contexts.

REFERENCES SHOULD BE IN THE APA 6th SYSTEM AND SHOULD BE INCLUDED IN THE TEXT (AUTHOR AND DATE ONLY) AND IN THE REFERENCE LIST AT THE END OF THE ESSAY.

Marking Scheme

Identification of components 25%

Assessment of Customer Experience 40%

Recommendations 20%

Evidence of Research 10%

Presentation, structure, language, grammar 5%

Marking Criteria

Identification

· Understanding and application of theory

· Level of the coverage of the components of the customer experience

· Customer Journey Map

Assessment

· Understanding and application of theory

· Level of assessment

· Appropriate evidence

Recommendations

· Rationale for recommendations

· Appropriateness of recommendations

Evidence of Research

· Range and relevance of references

· Number of references

· Referencing

Presentation of report etc.

· Overall presentation and layout

· Structure

· Appropriateness of language

· Spelling and grammar

The University regards any action by a student that may result in an unfair academic advantage as a serious offence. It is your responsibility to ensure at all times that the assessments you complete are entirely your own work and that you have used the relevant referencing technique correctly and in full. The full set of regulations which govern Academic Integrity can be found under Section 4,

Assessment Regulations 3 and 4 . http://www2.hud.ac.uk/registry/students_handbook.php

Further information on academic integrity, including an overview of the support available for referencing, can be found within your course handbook; it is important that you familiarise yourself with this information.

GENERAL ASSESSMENT CRITERIA - UNDERGRADUATE

The criteria below are not intended to be either exhaustive or definitive and are to be taken as guidelines rather than imposing absolute standards. In instances where these guidelines are not applicable, for example in the case of presentations or group work, the particular assessment criteria to be used should be clearly specified.

Mark range 90 – 100%

A piece of work should fall within this class if it displays characteristics of:

· Original, incisive and creative research, using relevant and contemporary literature

· Outstanding comprehension displayed

· Insightful, outstanding analysis

· Compelling evidence, supporting analysis

· Complete and authoritative piece of work

Mark range 80 – 89%

Work in this category will display characteristics of:

· Original, incisive and creative research, using relevant and contemporary literature

· Outstanding comprehension displayed, with some evidence of misconceptions/errors

· Outstanding analysis, though lacking some relevant insights

· Compelling evidence, supporting analysis

· An authoritative piece of work, though may lack completeness

Mark range 70 – 79%

Work in this category should display an excellent understanding of the assessment area, with a clear demonstration of pertinent, critical analysis. Work presented will demonstrate an excellent understanding of appropriate concepts and contemporary, contextual appreciation of literature.

Mark range 60 – 69%

Work in this category should display a high level of competence, with clear demonstration of critical analysis relevant to assessment requirement and some contemporary, contextual appreciation of literature.

Mark range 50 - 59%

Work in this category should display overall competence, however it will be lacking in analytical depth and /or display a limited comprehension of the subject matter so that the work falls short of a B grade. A good deal of the relevant content may have been presented by the student but this will be less well articulated and developed than the grade B student. The more difficult concepts will be omitted or dealt with superficially. The application of the principles and theory to the problem/question will be more limited and perhaps dealt with in a more “regurgitative” manner. The work may contain minor errors; however there should be no major misunderstandings.

Mark range 40 – 49%

Work will fall into this category if it contains relevant material in relation to the issues raised by the problem/question, including the central issue. The answer will be presented in a coherent and largely correct manner, although the analytical aspects and comprehension will be of a limited nature. Use of principles, theory and evidence may be poor and the overall coverage of the subject matter will be of a limited nature.

Mark range 30 – 39%

Work in this category has elements that are correct: however the work displays a number of major misconceptions that call into question the student’s comprehension of the material. The analytical contents may be very weak or even non-existent. Application of principles, theory and evidence to the problem may be weak. Overall coverage may be poor. Reference to sources or authorities may be weak or inappropriate. Structure may be weak.

Mark range – below 30%

The work is limited and contains fundamental errors that indicate a substantial lack of comprehension by the student. There will be little or no analytical content and the references to authorities and sources will very limited or non-existent. The presentation and structure of the work may be poor. The work may also be characterized by falling far short of the overall word limit and possibly repetition of material or arguments. Conclusions may be non-existent or limited.

1