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To be completed by student

Date Submitted : .......................... Student Signature :

Name .....................................................(print)
Certification : I certify that the whole of this work is the result of my individual effort and that all quotations from books, periodicals etc. have been acknowledged.

Student email address : Programme : Business Undergraduate Academic Year : 2012-13 Module title : Customer Relationship Management Module code: Bus 604 Level : 6 Semester : 1 Assignment no. : 1

Word guide: 1500 60%

Percentage Weighting of this assignment for the module: Issue date : w/c 4th February 2013 Lecturer : Emanuel Said

Return date : w/c 29th April 2013 Second marker : Dr. Fletcher Phiri

Notes for students : 1. 2. 3. 4. Hard copy of assignment should be stapled in the top left corner and submitted to the Business School. Electronic copy of assignment should be submitted through Turnitin software. 10% of marks are awarded for satisfactory use of language and/or good presentation. 5% of marks are awarded for satisfactory referencing and/or presentation of bibliography where either is required. Note that all referenced work should be obtained from credible sources. 5. Students should ensure that they comply with Universitys plagiarism policy. 6 Students should make correct use of the Harvard referencing method. Assignment should be stapled in the top left corner.No plastic cover unless module tutor indicates otherwise.

Comments

Glyndwr School of Business Feedback on Assignment

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Student Number/ Name Programme Title Module Code Assignment Title/Number: BA Undergraduate Programme BUS 604 1

Academic Year: Level Module Title Indicative Mark / Grade:

2012-13 6 Customer Relationship Management

Would students please note that achievement of the learning outcomes for this assessment is demonstrated against the assessment criteria shown below (which are not necessarily weighted equally). Your assignment is marked as a whole and your grade is more than a summation of your performance as rated below. All marks/grades remain indicative until they have been considered and confirmed by the Assessment Board Assessment Criteria 1 2 Arguments for and against CRM The major advantages of personal selling and their contribution to the customer relationship marketing effort? The ways in which a sales representative can make his/her sales presentation more relevant and interesting for the prospective customer Ability to construct a coherent argument supported by satisfactory use of language and good presentation Satisfactory referencing and bibliography
Weighti ng Under 40% 4049% 5059% 6069% 70%+

45% 20% 20%

4 5

10% 5%

Name of Tutor

B Jones

Date

Strengths of this assignment are:

Suggestions to improve this assignment are:

Learning Outcomes Tested in this Assignment:

1. Explain the importance of the application of relationship marketing to effective business management 2. Build and maintain successful relationships with internal and external customers, suppliers, agents, distributors and other stakeholders 3. Evaluate and propose appropriate solutions to specific relationship problems in a diverse range of settings and contexts. 4. Understand the nature and role of selling and that of the sales manager in identifying evaluating prospects 5. and customers the company wishes to target. 6. Understand the various elements that affect and influence service operations and quality and be able to make relevant recommendations 7. Evaluate the role and functions of the key account manager or customer relationship manager in enhancing the business relationship 8. To identify and evaluate the key tasks involved in selling and demonstrate a range of techniques for achieving sales and building a relationship.

Grading & Marking Criteria 80 + 70 79 Outstanding work of exceptional merit which is original in content or approach allowing a novel perspective, going beyond what is available in the literature. Work which is clearly articulated and well substantiated, based on extensive reading, and demonstrates an authoritative grasp of the concepts, methodology and content appropriate to the subject and to the assessed task. There is clear evidence of originality and insight and an ability to sustain an argument, to think analytically and/or critically and to synthesise material effectively. Work which demonstrates a very good level of understanding of the concepts, methodology and content appropriate to the subject and which draws on a wide range of properly referenced sources. There is clear evidence of critical judgment in selecting, ordering and analysing content. The work demonstrates some ability to synthesise material and to construct responses which reveal insight and may offer some occasional originality. Work derived from a solid basis of reading and which demonstrates a grasp of relevant material and key concepts and an ability to structure and organise arguments. The performance may be rather routine but the work will be accurate, clearly written and include some critical analysis and a modest degree of original insight. There will be no serious omissions or irrelevancies. Competent and suitably organised work which demonstrates a reasonable level of understanding with minimal analysis and interpretation. It covers the basic subject matter adequately but is too descriptive and insufficiently analytical. There may be some misunderstanding of key concepts and limitations in the ability to select relevant material so that the work may be flawed by some omissions and irrelevancies. There will be some evidence of appropriate reading but it may be too narrowly focused. Work lacks evidence of knowledge relevant to the topic and/or significantly misuses terminology. There is either no evidence of literature being consulted or irrelevant to the assignment set. Inaccurate or inappropriate choice of theory. Unsubstantiated/invalid conclusions based on anecdote and generalisation only, or no conclusions at all. Lacks critical thought, analysis and reference to theory. Insufficient level of understanding and knowledge base unacceptably weak. No evidence of logical structure and poorly presented. Referencing is unsystematic or absent.

60 69

50 59

40 - 49

30 - 39

0 - 29

Assignment One

BABA Module

Level 6 Customer Relationship Management

Scenario Customer Relationship Management (CRM) has been described by some commentators as a management fad, a smokescreen for largely traditional (if updated) marketing strategies and tactics. Others see it as a shift in business thinking where marketing is not seen as a functional discipline rather than an integrated business process that helps provide customer focus for the firm in both Questions 1. 2. Discuss the above providing arguments for and against CRM. 45 Marks What are the major advantages of personal selling and what can they contribute to the customer relationship marketing effort? 20 Marks In what ways do you think a sales representative could make the sales presentation more relevant and interesting for the prospective customer? 20 Marks

3.

Guidance notes: Your main source of material will be from the chapters of the set book as well as your Moodle notes, but wider reading together with the ability to extract key points and construct a coherent argument, well supported with reference to marketing journals and texts will be required for higher marks. Answers should be based on appropriate theories and models and should discuss arguments; For and against RM For higher marks students should look at how these issues may be applied in different kinds of markets and selling situations, for example, customer vs organisational markets or highly technical vs low technical products