Seminar 6

MK4003

Relationship Marketing in a
Global Context

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Discussion
of
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style Assessment
Part A

08/25/16

Assessment Outline
Part A (80%)
3000 word written report on relationship marketing
Students are expected to provide marketing strategic recommendations to
an organisation/brand of their choice.
You need to identify an international market in which the chosen
organisation/brand does not currently operate. It can be another country or a
region of another country.
These recommendations need to:
1) Draw from relevant relationship marketing theories and
frameworks.
2) Relevant to the context within which the organisation/brand
intends to operates

Part A Tasks

40 Marks

10 Marks

Presentation
and
Formatting
10 Marks
20 Marks

Part A, Task 1
Needs to cover a range of seminal and current
literature in relationship marketing.
Needs to evidence an in-depth, critical review of
appropriate literature in relationship marketing.
Needs to provide a constructive/critical discussion
of different theoretical frameworks within relationship
marketing.
Needs to have a cohesive structure/flow of
discussion starting with broader conversations and
concluding with more specific topics within RM.

Part A, Task 2
Identification of an appropriate brand
Identification of the an appropriate market
Evidence of an in-depth context analysis which
informs the understanding of micro/macro &
internal/external environments relevant to your
organisation/brand.
Identification of the key influential factors drawing
upon the comprehensive context analysis. These
factors need to justify/support your decision to enter
the new international market

Context Analysis
Discussion of the context analysis should consider the
following aspects and identify brand relevant attributes
within:
1) Customer Context
2) Internal/Business Context
3) External Context

Customer Context
Segmentation criteria
Nature of problem solving in relation to your
brand
Relevant information processing issues
Key influencers of the decision making

Brand:
Brand identity/values/beliefs
Current positioning/promise and personality
Current brand strengths/weaknesses
Current market position and market share
Competitors:
Main competitors and their market share
Competitors products/services and positioning
Competitors strengths and weaknesses
Opportunities and threats they pose to your organisation/brand

Internal/Business Context

Organisation:
Internal/Business Context:
Organisation identity/culture/values
Financial capabilities and constraints
Organisational strengths and weaknesses

External Context
Key stakeholders
External environmental factors

Political
Economic
Social
Technological
Legal
Environmental

Part A, Task 3

Need to develop an appropriate and realistic

outline for a global relationship marketing
strategy
Identify the key relationship marketing issues for
the brand in the chosen context. This needs to be
well informed by context analysis (Part 2) and
supported by appropriate literature (Part 1)
Provide recommendation for your brand about the
most appropriate relationship marketing based
strategies in order for them to overcome and
address the previously identified issues. Again, this
section needs to draw from both context analysis as
well as the literature review.

Part A, Task 4
Professional format
Professional writing style, 3rd person
Academic writing and critique in the Part 1
Good use of appendices
Comprehensive referencing throughout

KEYS FOR SUCCESS

Moving Forward
A detailed assessment brief will be uploaded to BB within
the next 2 weeks
Supplementary material to aid in preparation of the
literature review will be uploaded to BB
Week 8 Lecture (March 8th) covers a Context Analysis
Week 8 (March 11th) and Week 9 (March 18th) seminar
tasks directly relating to the assessment
Week 8 (March 11th) you are expected to bring a literature
map of your on-going research
Week 10 Seminar (April 15th ) allows students an
opportunity to receive feedback on their individual reports

Literature Map Example:

Family Identity and Consumption

Family Identity
Frameworks
Western:
Epp and Price 2008
Bennett et al. 1988
Reiss 1981
Scabini and Manzi
2011

Family Identity
Negotiations

Family Identity
and Materiality

Cotte and Wood 2004

Epp and Valagaleti
2014
Edirisingha et al. 2015

Epp and Price 2010

Miller 2008; 2010;
2001
Chitakunye & Mclaran
2014
Price, Arnould, and
Curasi 2000
Wilk 1989
McCracken 1989
Belk 1991; 1988

Asian:
Edirisingha et al. 2015
Mehta ad Belk 1991

Family Identity
Influencers
Edirisingha et al. 2015
Fernandez et al. 2011
Parish and Whyte
1978