4.10 customer management(2)
duty13
CustManagement_W21_CW2workshop_v121.pptxMARK3014 Customer Management
Week 21
CW2 Support (Workshop 1)
Planning for Coursework Two
Deadline: Wednesday 1st May 2024, at 12pm (NOON) UK time, via Turnitin
Word Count: 1,500 words (+/- 10%) (1,350-1,650 words)
Weighting: 50%
Information in TABLES needs to be in bullet points, two-three words AND NOT in SENTENCES or PARAGRAPHS.
Key Lectures:
Week 10 (Customer Value)
Week 16 (Customer Experience)
Week 17 (Digital Customer Experience)
Week 18 (CRM to Social CRM: Part 1)
Week 19 (CRM to Social CRM: Part 2)
Week 20 (Metrics)
Week 23 (Marketing Automation)
PR Smith’s SOSTAC Model
Source: PR Smith (2021)
Where are we now ?
Where do we want to be ?
How do we get there ?
How exactly do we get there ?
Who will do what and when ?
How will we monitor ?
SOSTAC® Planning Official Source - PR Smith
A simple but highly effective model for planning DEVELOPED BY PR Smith
7
Section 1 (1,300 words; 85 marks)
THREE Smart Objectives
THREE Digital Strategies
THREE Marketing Metrics
Section 2 (200 words; 10 marks)
Conclusion
Report Presentation (5 marks)
` `1 111
8
Justification in Section 1 should be provided for each proposed objective, strategy and metric.
Organisation
Competitors
Market trends
Literature
We recommend min 20 good quality sources (academic & practitioner) for Section 1.
9
In order to be able to propose meaningful and outstanding digital marketing strategies, you should research your company, its competitors and industry.
Identifying Key Issues example 1
Add title here
11
Identifying Key Issues example 2
Add title here
12
Customer satisfaction
Customer commitment and loyalty
Customer value
Customer segmentation
Word-of-mouth & e-WOM behaviour
Customer experience
Customer engagement
Social media customer services
Digital CRM; Social CRM
Marketing automation
These are some of the key marketing constructs.
Try to integrate as many of these as you can into the discussion throughout Coursework 2.
13
Objectives are about “Where do we want to be in the future?” (such as “in 2 years time”)?
Informed by your discussion in Coursework 1, formulate three SMART objectives.
They should be relevant and meaningful for the chosen organisation.
What to achieve, by how much and until when?
Strategy is about how you plan to get there in terms of fulfilling the objectives set.
One strategy should be formulated for each objective; so a total of three DIGITAL strategies.
How to achieve it?
16
Examples of SMART Objectives and Digital Strategies
What to achieve, by how much and until when?
How to achieve it?
How to achieve it?
What to achieve, by how much and until when?
This is about customer development.
What to achieve, by how much and until when?
How to achieve it?
What to achieve, by how much and until when?
How to achieve it?
Objective 1. Engagement: Achieve 3% of existing customers to interact socially with the brand via its social media platforms (in the form of like, follow, posts, comments) in the next two years.
Understand how existing customer interact with the brand in general and on its social media platforms.
Objective 2. Acquisition: Increase brand visibility from January 2024 through to December 2021. To be measured through Google analytics.
Increase the brand presence within identified online channels that target a specific consumer segment. What is the most cost-effective route to market? Are you reaching your key customer segments? Where can the brand name get increased exposure? Research your competitors and understand what online marketing tools they are using.
Objective 3. Development: Increase email frequency from one email per quarter to one email per month from January 2024 through to September 2024.
How is the company currently communicating with its existing customers? Which of your competitors have implemented email marketing with its customers?
This is an example.
Highlighted text is about what to consider when formulating a strategy for each objective set.
21
Section 2 (200 words; 10 points) Conclusion
This section is a brief summary of your report, highlighting how your company would benefit from integrating digital CRM. This could be in relation to benefits to its customers (such as offering a higher value), or cost efficiency (due to marketing automation for example). Alternatively, you can discuss the key challenges the company can face in their digital CRM integration. The conclusion should be supported and logically draw upon the discussions in Section 1.
Presentation of Your Report
Title Page (Title of the report, Student number, Module name & code, Tutor name, Submission date, Word count) (NOT part of word count)
Table of Contents (NOT part of word count)
Sections 1 to 2: included in word count
Reference List (NOT part of word count)
Appendices (if applicable) (NOT part of word count)
Tables, Figures, Graphs within the main body (NOT part of word count)
Please use ‘1.15 lines’ spacing and 11 point Calibri (default).
Word count is for Sections 1 to 2. Title page, table of contents, organisation summary, reference list, appendices, tables, graphs and figures used within the main body of the report are excluded from the word count.
Report needs to be structured well, professional looking, clearly expressed points in English, adopt careful punctuation and appropriate use of paragraphs (including the choice of terminology, spelling and grammar), and Harvard referencing.
When submitting your report on Turnitin, please use this as your Submission Title: “your student number-MARK3014-CW2”
How Can You Fit All These Into 1,500 Words?
Tables & Graphs are excluded from word count. Feel free to turn some of your discussion (especially when you need to compare & contrast your company with its competitors) into a Table and use bullet points to structure the discussion. Such tables / graphs should be presented in the main body.
An Example
Adamczyk & Campden (2001) argue that customers expect financial benefits from their organisations, which is a similar view presented by Singh (2005). However, Gandi, Brookes & Ho (1995) and Parbhu et al. (2010) claim that this is not sufficient for a sustainable relationship development and the scholars highlight the role of emotions in relationship development. This has later been turned into a framework by Oshiga (2019).
Qin & Moris (2001) argue that customers expect financial benefits from their organisations, which is a similar view presented by Akanten (2005): “promotions make a significant impact in customer acquisition” (p.25).
97 words, 7 sources
27
Thank You
Any Questions?
