Customer relationships management

ASSESSMENT BRIEF - 1

COURSE: Bachelor of Business / Bachelor of Accounting
Unit:	Customer Relationship Marketing
Unit Code:	B01MARK210
Type of Assessment:	Assessment 1 – Weekly Question
Length/Duration:	Weeks 2 - 6
Course Learning Outcomes addressed:	1, 2, 3, 4, 5, 7
Unit Learning Outcomes addressed:	1, 2, 3, 5, 6
Submission Date:	Weekly – From Week 2 onward till week 6
Assessment Task:	Weekly Question Students will be given a weekly question that relates to the textbook chapter. Students are required to read the weekly chapter/s and answer the question. During class students will be discuss the question with another student and revise their answer. The students are required to submit individual answers for marking at the end of class.
Total Mark:	5 each week
Weighting:	25%
Students are advised that any submissions past the due date without an approved extension or without approved extenuating circumstances incurs a 5% penalty per calendar day , calculated from the total mark E.g. a task marked out of 40 will incur a 2 mark penalty per calendar day. More information, please refer to ( Documents > Student Policies and Forms > POLICY – Assessment Policy & Procedures – Login Required)

Assessment Description:

Weekly Question Students will be required to read the weekly chapter of the textbook and use online resources to answer the below questions prior to class. Answers should be between 500 and 1000 words long. Then the students will discuss their answer with another student and revise their answer accordingly. The students are required to submit individual answers for marking at the end of the lecture.

The weekly question are provided below.

Chapter 2: Understanding relationships

1. Identify four generic strategies for increasing the lifetime value of a customer.

Chapter 3: Managing the customer life cycle – customer acquisition

1. List five popular techniques for acquiring new consumers and rank them in order of which technique is most likely to result in high lifetime value customers; provide an explanation for your ordering.

Chapter 4: Managing the customer life cycle – customer retention and development

1. Loyalty programmes such as those run by airlines do not create loyalty and retain customers. Once all competitors offer similar schemes, all that happens is that marketing costs have risen in that industry. Argue for or against the proposition that loyalty programmes are effective customer retention strategies.

Chapter 5: Customer portfolio management

1. What is activity-based costing and why is it important for customer portfolio management?

Chapter 6: How to deliver customer-experienced value

1. Major car manufacturers tend to have long-term strategic relationships with core sub-assembly suppliers (e.g. drive train – engine, interior furniture, electrical systems, etc.). Using Williamson’s Transaction Cost Economics theory, identify two reasons why each party (the manufacturer and the supplier) would wish to have a privileged relationship rather than rely on the marketplace (pure price-based tendering) for their buying and selling.

Assessment Submission:

Questions will be answered prior to class and discussion will conducted in class.

Written answer to be submitted to the lecturer at the end of the lecture for marking.

Marking Guide (Rubric):

Marking Criteria	Lecturer Expectation	Marks	Comments
Problem Definition		10
Analysis of Issues		40
Recommended solutions		30
Written expression		10
Participation in discussion		10

General notes for assignments

Assignments should usually incorporate a formal introduction, main points and conclusion, and will be fully referenced including a reference list.

The work must be fully referenced with in-text citations and a reference list at the end. We strongly recommend you to refer to the Academic Learning Skills materials available in the Moodle. For details please click the link http://moodle.kent.edu.au/kentmoodle/course/view.php?id=5 and download the file “Harvard Referencing Workbook”. Appropriate academic writing and referencing are inevitable academic skills that you must develop and demonstrate.

We recommend a minimum of FIVE references, unless instructed differently by your lecturer. Unless specifically instructed otherwise by your lecturer, any paper with less than FIVE references may be failed. Work that includes sources that are not properly referenced according to the “Harvard Referencing Workbook” will be penalised.

Marks will be deducted for failure to adhere to the word count – as a general rule you may go over or under by 10% than the stated length.

General Notes for Referencing

High quality work must be fully referenced with in-text citations and a reference list at the end. We recommend you work with your Academic Learning Support (ALS) site (http://moodle.kent.edu.au/kentmoodle/course/view.php?id=5) available in Moodle to ensure that you reference correctly.

References are assessed for their quality. You should draw on quality academic sources, such as books, chapters from edited books, journals etc. Your textbook can be used as a reference, but not the lecturer notes. We want to see evidence that you are capable of conducting your own research. Also, in order to help markers determine students’ understanding of the work they cite, all in-text references (not just direct quotes) must include the specific page number/s if shown in the original. Before preparing your assignment or own contribution, please review this ‘YouTube’ video by clicking on the following link: Plagiarism: How to avoid it

Plagiarism: How to avoid it

You can search for peer-reviewed journal articles, which you can find in the online journal databases and which can be accessed from the library homepage. Wikipedia, online dictionaries and online encyclopaedias are acceptable as a starting point to gain knowledge about a topic, but should not be overused – these should constitute no more than 10% of your total list of references/sources. Additional information and literature can be used where these are produced by legitimate sources, such as government departments, research institutes such as the NHMRC, or international organisations such as the World Health Organisation (WHO). Legitimate organisations and government departments produce peer reviewed reports and articles and are therefore very useful and mostly very current. The content of the following link explains why it is not acceptable to use non-peer reviewed websites: Why can't I just Google? (thanks to La Trobe University for this video).

Kent Institute Australia Pty. Ltd.

Assessment Brief ABN 49 003 577 302 CRICOS Code: 00161E RTO Code: 90458

Version 1: 22nd December, 2016 TEQSA Provider Number: PRV12051