4.10 customer management(2)

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MARK3014 Coursework 2 Brief Page 1 of 8

Faculty of Business and Law

Assignment Brief

Module Title MARK3014 Assignment Number

2

Module Code Customer Management Assignment Title

Coursework 2

Module Leader Dr. Shelton Giwa Assignment Weighting

50%

Assignment Release Date:

2 January 2024

Submission Date/Time:

Wednesday, 1st May 2024 at 12:00 (noon)

Assessment Information – What you need to do

This is an individual assignment. In Coursework 1, you have assessed the customer management competence of a chosen company, and identified its strengths and weaknesses in managing its customers. With Coursework 2, you will make recommendations to your company on how it can improve its CRM performance and profitability.

Criteria for Assessment - How you will be marked

This assignment is designed to assess the following learning outcomes:

LO3. Make recommendations on how an organisation can improve its CRM performance and profitability

LO4. Develop problem solving and decision-making skills Further information on University mark descriptors can be found here.

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MARK3014 Coursework 2 Brief Page 2 of 8

Assessment Details

In this section, you will find detailed information on Coursework 2 highlighting:

• Required structure • Marking breakdown (i.e. marking criteria)

You should take your time to go through the brief and familiarize yourself with the coursework requirements. Word Count: The word count is 1,500 words (+/- 10 percent) There will be a penalty of a deduction of 10% of the mark for work exceeding the word limit by 10% or more.

The word limit includes quotations and citations, but excludes tables, figures, the references list and appendices.

Instructions

In Coursework 1, you selected ONE company from the below list:

1. KFC 2. Shein 3. Tesla 4. TikTok 5. Uniqlo

In Coursework 2, you should continue with the SAME ORGANISATION. Any changes to the chosen company need to be approved by your module leader.

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Required Structure: Title Page (title of the report, student number, module name & code, tutor name, submission date, word count) (Title page is not weighted.)

1) THREE SMART Objectives, Digital Strategies and Marketing Metrics (1,300 words; 85 marks)

Based on your research and analysis in Coursework 1, you will identify THREE SMART objectives and recommend THREE digital strategies that will help your company build and develop profitable long-term relationships with their target customers. Then you will propose ONE marketing metric for each objective to monitor and measure the success of your objectives (a total of THREE marketing metrics).

Each proposed digital strategy should be justified clearly with references to the business, industry, the chosen customer segment, the competition and market trends (such as evolving consumer behaviour and emerging technologies). Excellent answers will propose digital strategies with references to owned, earned and paid media in the context of customer acquisition, retention, development, experience and engagement. Having identified your marketing metrics, you should explain why that particular metric you have selected. You should also consider any drawbacks that your organisation may face in using those metrics in measuring their performance. Each sub-section should be titled in relation to one customer lifecycle area, such as customer acquisition, retention, development, engagement etc.

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MARK3014 Coursework 2 Brief Page 4 of 8

Required structure for Section 1: 1.1 (identify a title) (such as customer acquisition, retention, development, engagement etc.)

SMART Objective 1: Digital Strategy 1: Proposed Metric(s):

Discussion (approximately 400-475 words) 1.2 (identify a title) (such as customer acquisition, retention, development, engagement etc.)

SMART Objective 2: Digital Strategy 2: Proposed Metric(s):

Discussion (approximately 400-475 words)

1.3 (identify a title) (such as customer acquisition, retention, development, engagement etc.)

SMART Objective 3: Digital Strategy 3: Proposed Metric(s):

Discussion (approximately 400-475 words)

2) Conclusion (200 words; 10 marks)

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 previous sections.

3) Structure, Referencing and Professionalism of Your Report (5 marks)

Presentation, Structure, Referencing, Professionalism (including language and grammar) Your understanding of the module content should be reflected well in the report. This means you will need to refer to learning materials, concepts and theories learnt in the module, in the context of the chosen company.

• Please use 1.15 line spacing and 11-point Calibri. • On Submission Title on Turnitin, please type this "your student number-MARK3014-

CW2".

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• Report needs to be structured well, follow the required structure as outlined above, professional looking, clearly expressed points in English, adopt careful punctuation and appropriate use of paragraphs (including the choice of terminology, spelling and grammar).

• The appendices you include in the report should be relevant. Materials that appear in the appendices must be referred to and commented upon in the main text, otherwise they will not be counted towards your grade. Appendices should not be treated as an extension of the main report.

• Tables, graphs, diagrams are excluded from word count. o Your reference list should demonstrate your close engagement with module

textbook and the sources on “online research list”. A full list of references of all sources (whether academic or industry-based) must appear at the end of your assignment, written in Harvard (Cite Them Right). Further information can be found here: https://library.dmu.ac.uk/refguide. Sources must also be indicated clearly in the main text, as they arise. You must not copy materials directly from any source word-for-word without acknowledgement, and neither must you paraphrase material from any source (academic or business) without acknowledgment. To do so is ‘plagiarism’, which is a serious academic offence.

• Very important: This report must be entirely your own work and no-one else’s. • Appendices (if applicable): All information in the Appendix needs to be integrated into

the discussion in the main body in a meaningful way.

How to Submit your Assessment

The assessment must be submitted by 12:00 noon (GMT/BST) on Wednesday 1st May 2024. No paper copies are required. You can access the submission link through the module web. • Your coursework will be given a zero mark if you do not submit a copy through Turnitin.

Please take care to ensure that you have fully submitted your work. • Please ensure that you have submitted your work using the correct file format, unreadable

files will receive a mark of zero. The Faculty accepts Microsoft Office and PDF documents, unless otherwise advised by the module leader.

• All work submitted after the submission deadline without a valid and approved reason will be subject to the University regulations on late submissions.

o If an assessment is submitted up to 10 days late the mark for the work will be capped at the pass mark of 40 per cent.

o If an assessment is submitted beyond 10 calendar days late the work will receive a mark of zero per cent.

o The above applies to your first attempt at the assessment. If work submitted as a reassessment of a previously failed assessment task is submitted later than the deadline the work will immediately be given a mark of zero per cent.

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o If an assessment which is marked as pass/fail rather than given a percentage mark is submitted later than the deadline, the work will immediately be marked as a fail.

• The University wants you to do your best. However, we know that sometimes events happen which mean that you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to predict. If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the re-sit period following the main Assessment Boards). You must apply before the deadline. You will find information about applying for extensions and deferrals here.

• You MUST keep a copy and/or an electronic file of their assignment. • Checks will be made on your work using anti-plagiarism software and approved plagiarism

checking websites.

Return of Marked Work

You can expect to have feedback returned to you on 27th May 2024. If for any reason there is a delay you will be kept informed. Marks and feedback will be provided online. It is important that you access the feedback you receive as this will help to make improvements to your later work, you can request a meeting with your Module Leader or Personal Tutor to discuss your feedback in more detail.

Marks will have been internally moderated only, and will therefore be provisional; your mark will be formally agreed later in the year once the external examiner has completed their review. More information on assessment and feedback can be found here.

Academic Integrity

In submitting a piece of work for assessment it is essential that you understand the University's requirements for maintaining academic integrity and ensure that the work does not contravene University regulations. Some examples of behaviour that would not be considered acceptable include plagiarism, re-use of previously assessed work, collusion with others and purchasing your assignment from a third party. For more information on academic offences, bad academic practice, and academic penalties, please read chapter four of our academic regulations.

Academic Support and Your Well-Being

Referencing is the process of acknowledging other people’s work when you have used it in your assignment or research. It allows the reader to locate your source material as quickly and easily as possible so that they can read these sources themselves and verify the validity of

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MARK3014 Coursework 2 Brief Page 7 of 8

your arguments. Referencing provides the link between what you write and the evidence on which it is based.

You identify the sources that you have used by citing them in the text of your assignment (called citations or in-text citations) and referencing them at the end of your assignment (called the reference list or end-text citations). The reference list only includes the sources cited in your text. The main referencing guide can be found here and includes information on the basics of referencing and achieving good academic practice. It also has tabs for the specific referencing styles depending on whether you require Harvard style used in business or OSCOLA style used by the Law school.

The University has a wealth of support services available to you; further information can be obtained from Student Gateway, the Student Advice Centre, Library and Learning Services and, most importantly, your Personal Tutor. If you are struggling with your assessments and/or deadlines please do seek help as soon as possible so that appropriate support and guidance can be identified and put in place for you. More information can be found on the Healthy DMU pages.

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MARK3014 Coursework 2 Brief Page 8 of 8

MARK3014 Coursework 2 Marking Breakdown

Section 1: Three SMART Objectives, DIGITAL Strategies and Marketing Metrics 85 marks

1. How relevant and meaningful the proposed THREE SMART objectives are for the chosen organisation (they need to be on targets such as customer acquisition, retention, development, satisfaction, engagement and experience)

5 marks

2. How relevant and meaningful the proposed THREE DIGITAL strategies are for the chosen organisation 5 marks

3. How relevant and meaningful the proposed THREE MARKETING METRICS are for the chosen objectives/strategies 5 marks

4. Whether the proposed objectives and strategies are justified well with screenshots from the chosen organisation, market trends, evolving consumer behaviour and so on

20 marks

5. Whether the proposed metrics are justified well with references to the chosen objectives and strategies 20 marks

6. Whether the discussion for each metric is well-developed showing critical thinking skills (which means looking for the strengths and weakness for the chosen THREE metrics)

10 marks

7. Whether the discussion in Section 1 is supported well with credible and relevant academic and practitioner literature 20 marks

Section 2: Conclusion 10 marks

How well the Conclusion:

10 marks • is informed by the discussion in Section 1

• highlights how your company can benefit from digital CRM

Structure, Referencing and Professionalism (including language and grammar) 5 marks