BM0009-3-2-DCV Individual Assignment Page 1 of 6

Test Specification Table

CLO1 Discuss the different facets of value held by Final Examination

customers and how such understanding can
affect the strategy of companies in approaching
their target markets (C2, PL01)
CLO2 Discuss the different concepts and Individual Assignment
approaches governing business and
marketing behaviours in the process of
delivering customer value (A2, PL09)
CLO3 Identify the effects of contemporary Individual Assignment
management practices and utilisation of new
technologies on the capability of businesses to
deliver customer value (A4, PL06)

Individual Assignment :60%

  Question Vs Taxonomy  

Questio   Affective Level  

n No. Topic 1 2 3 4 5 6 PLO

  SQ SQ SQ SQ SQ SQ  

Business and Marketing Behaviours

1 50% 9
in Delivering Customer Value

Management Practices and

2 Utilisation of New Technologies in 50% 6
Delivering Customer Value

  Total  50% 50%       

INDIVIDUAL ASSIGNMENT DESCRIPTION

This assignment represents 60% of the total marks for this module and the assessment is worth
100%. The assignment is individual assignment with the word count should not be more than
2500 words.

INDIVIDUAL ASSIGNMENT QUESTION

In today’s highly competitive business environment, managing customer relationships and

effectively interacting with your customers are critical to an organisation’s success. By
A.P.U Level 2 Asia Pacific University of Innovation and Technology 202103
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enhancing the customer experience, organisations can develop strong and long lasting
relationships with their customers.
You are required to select any organisation from the industries listed below or any other industry
of your choice and discuss how it delivers superior value to customers, conducts its relationship
marketing strategies and ultimately, builds its customer loyalty base. You are then to formulate
recommendations to improve the relationship marketing strategies.

a) Automobile Industry
b) Entertainment Industry
c) Cosmetics Industry
d) Hotel Industry
e) Banking and Finance Industry
f) Retail Industry

GUIDELINES AND REQUIREMENTS

Executive Summary:

250 words and this does not form part of the assignment word count. In the executive summary
section, summarise the introduction (why you have written this report), the body (the analysis
carried out and findings/outcomes) and the closure (the impact and recommendations for
improvement).
Table of Contents

Introduction:

State the objectives and scope of analysis of the report.

a) Brief description of the Company:

Company analysis:

 Explain the history, achievements, and focus of the company.

 Discuss the organisation's market segment, current market position and how well it has
positioned itself in the marketplace.

b) Analysis of customer relationship marketing strategies and linking them to some

theoretical elements

 Discuss the three core types of values that the company delivers in terms of operational
efficiency, product leadership (the best product), or customer intimacy. How well are the
core values positioned in relation to the firm’s value proposition?

A.P.U Level 2 Asia Pacific University of Innovation and Technology 202103

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 The processes used to convert potential customers to profitable loyal advocates

(application of the 4 tier customer pyramid) and how well the company functions in
prioritising on customer satisfaction and loyalty. (Students should include customer
loyalty/satisfaction frameworks here).

 Discuss to which extent the company has benefited from the application of Customer
Relationship Management (CRM tools) to build and enhance its customer relationships
and profitability. How has technology assisted the company in building better value with
customers?

c) Conclusion and Recommendations:

 What are the major findings of your analyses on the organisation's relationship

marketing? What are the current or past shortcomings or gaps that are evident in the
organisation? Formulate THREE (3) ways to overcome the shortcomings highlighted in
your discussion and improvements on the organisation's relationship marketing strategies.

The assignment must adhere to standard academic documentation standards. (Failure to do so

will result in loss of marks in the Format, Citations and References criterion.)
 You are to write the citations and references following the Harvard Referencing Style.
 You are required to use Times New Roman as the font type and 12 pts as the font size.
 Vertical/line spacing should be 1.5-line spacing.
 You are required to provide page numbers in each page.
 You must use enough of your own words to convince that you understand what you are
writing. Evidence of originality in your writing is reflected by effort of paraphrasing and
use of own personal expression in your individual analysis and evaluation.
 You may include diagrams, figures, tables etc. without word penalty.
 A sliding scale of penalties for excess length will be imposed according to the amount by
which the limit has been exceeded. Your word count must be indicated on your cover
page.

Word Count Penalty

2,000 – 2,500 words No penalty
2,501 – 2,700 words 10% penalty
2,701 – 2,900 words 20% penalty
2,901and above Marks will be capped at a pass
e.g. 50 marks

ADDITIONAL INFORMATION

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 Due to the limitation of the word count, you may be required to choose specific areas of
focus if you find the scope for your answer is too wide.
 You are encouraged (but not limited) to use the electronic database such as Emerald,
Proquest, IEEE and ACM portal.
 Other relevant and recommended sources are:
1. The Economist, www.economist.com,
2. Bloomberg Business Week, https://www.bloomberg.com/businessweek
3. Social Science Research Network, https://www.ssrn.com/index.cfm/en/
4. Fastcompany, www.fastcompany.com

MARKS ALLOCATION

The assignment will be evaluated based on the following criteria:

Criteria Item Marks Score

No. Allocation
(%)
1 Executive Summary 5

2 Company Analysis & Objectives 10

3 Analysis of Customer Relationship Marketing
Strategies

i. THREE (3) core types of value 20

ii. Application of the 4 tier customer
pyramid 20
iii. CRM tools
20
4 Conclusion & Recommendation 15

Findings of analysis, current or past shortcomings or

gaps and 3 ways to overcome the shortcomings.

5 Correct Harvard Referencing Style citations and

acknowledgement of sources. 10

Total Marks 100

GRADING
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Marking Guidance:

Marks are awarded based on the following guidelines:

Banding Assessment Guidelines

Superficial analysis, concepts, and language of the subject are absent or

scant. Irrelevant regurgitation of the textbook. Ideas are poorly
0 - 40%
expressed. Many key issues are ignored. Concepts and language of the
subject are used but are often confused in application and or discussion.

Superficial analysis, concepts, and language of the subject are absent or

minimal. Few learning outcomes have been met. Irrelevant regurgitation
40 - 49% of the textbook. Ideas are poorly expressed. Many key issues are
ignored. Concepts and language of the subject are used but are often
confused in application and or discussion.

Some understanding of the relevant models and concepts. Some

50 - 54%
elements of an appropriate structure are present. Restricted analysis of
(pass)
some issues.

Evidence of some reading and research. Incorrect referencing although it

55 - 64% is evident. Some elements of an appropriate structure are present. Key
issues are analysed but not done thoroughly.

Evidence of reading and research. Understanding of the application of

appropriate models and concepts is demonstrated, but not thoroughly.
65 - 69%
Key issues are identified and analysed, although this may be restricted at
times. Some sources are acknowledged.

Evidence of reading and research. Understanding of the application of

appropriate models and concepts is demonstrated. Key issues are
70 - 74%
identified and analysed, although this may not be consistent. References
are acknowledged.

Evidence of wider reading. The assignment effectively interprets the

information and exhibits the integration of ideas across the subject area.
75 - 79% The assignment has credible recommendations. A systematic approach
to development and evaluation is used. Most sources are acknowledged
and referenced using Harvard Referencing Style.

Arguments are clear and convincing. Confident integration of theory and

>=80%
practices is demonstrated. Consistent referencing to sources using the
Harvard Referencing Style.

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A.P.U Level 2 Asia Pacific University of Innovation and Technology 202103