BM006-3-3-BCR Individual Assignment Page 1 of 6

Test Specification Table

CLO1 Discuss key relationship theories and concepts Final Examination

(C2, PLO1)
CLO2 Identify the impact of key relationship theories Individual Assignment
and concepts on an organisation's competitive
advantage and its marketing strategy (A4,
PLO9)
CLO3 Propose ethical solutions to solve problems and Individual Assignment
challenges of customer relationships (A5,
PLO11)

Individual Assignment (60%):

  Question Vs Taxonomy  
Question   Affective Level  
No. Topic 1 2 3 4 5 6 PLO
  SQ SQ SQ SQ SQ SQ  
Key Relationship Theories and 92%
1       9
Concepts
Ethical Solutions to Solve
2 Customer Relationships 8% 11
Problems and Challenges
  Total      92% 8%    

A.P.U Level 3 Asia Pacific University of Technology and Innovation 202006

BM006-3-3-BCR Individual Assignment Page 2 of 6

This assignment requires you to draw on several areas of study within the Module. You
are expected to demonstrate and will be evaluated on the following outcomes.

1. Identify the impact of key relationship theories and concepts on an organisation's

competitive advantage and its marketing strategy.
2. Propose ethical solutions to solve problems and challenges of customer
relationships.

THE REQUIREMENTS

You are required to produce a 3,000 word Individual Report based on any ONE of the
following websites:

a) http://www.qatarairways.com/
b) http://hyatt.com
c) http://www.alibaba.com
d) http://www.dell.com
e) http://www.marriott.com
f) http://www.amazon.com
g) http://www.berkshirehathaway.com/

PART A (15 marks)

This section should contain a critical situational analysis of the chosen company/product.

This includes Competitive Analysis (assessment on the strengths and weaknesses of

current and potential competitors. This analysis provides both an offensive and defensive
strategic context to identify opportunities and threats), and the Target Market (a group
of customers that the business has decided to aim its marketing efforts and ultimately, its
merchandise towards).

PART B (70 marks)

A.P.U Level 3 Asia Pacific University of Technology and Innovation 202006

BM006-3-3-BCR Individual Assignment Page 3 of 6

The concept of Relationship Marketing (RM) can be best demonstrated by the practices
of e-commerce today.

1. Based on ONE (1) of the websites above, explain how the innovation of
relationship marketing practices by E-commerce entities (Internet) is changing the
marketplace as we know it. Relate to relevant relationship marketing theories and
concepts here.
(20 marks)

2. FOUR (4) types of bonds can tie a customer to an organisation. Using the same
website above, synthesise how each of these bonds improves the customer
retention rate in the organisation.
(20 marks)

3. Explain the shift from mass production to mass customisation and relate to it to
the chosen organisation.
(15 marks)

4. You have to identify and make at least THREE (3) Customer Relationship
Management recommendations for your chosen company. How does the
organisation manage any ethical issues originating from the collection of
customer data for CRM?
(15 marks)

Citation and References (15 marks)

Acknowledgement of sources: citations and the list of references according to Harvard
Referencing Style.

FORMAT AND STRUCTURE

Following is the recommended structure for your assignment.

 Cover Page

A.P.U Level 3 Asia Pacific University of Technology and Innovation 202006

BM006-3-3-BCR Individual Assignment Page 4 of 6

 Executive Summary
 Introduction
 Table of Contents page
 Headings and subheadings
 References
 Bibliography (if applicable)
 Appendices (if applicable)

The assignment cover page should contain information as stated below in order:
 APU Logo
 Module Name and Code
 Assignment Title
 Assignment Description (Individual Assignment)
 Intake Number
 Hand out and Hand in dates
 Lecturer’s Name

You are to use the following format for writing the assignment.
 Font type: Times News Roman.
 Font size: Heading – 16pts, subheading – 14pts, normal writing – 12pts.
 One and a half line/vertical spacing.
 Captions and sources of information are to be presented for each diagram, chart, and
table used in your answer.

REFERENCES AND CITATIONS

 References and citations are to be written according to the Harvard Referencing
Style.
 Ensure the format you use for writing your citations and references is consistent
throughout the document.
 Ensure each citation has its corresponding reference and each reference has its
citation in the assignment.
 In the Harvard Referencing style, no bullets or numbering is allowed in the list of
references. However, you will need to present the references in an ascending
alphabetical order (i.e. from A to Z).
 In order to obtain Credit or Distinction for this assignment, you are to make
reference to quality sources of information such as textbooks, articles from academic
journals (which can be obtained online or offline), newspapers, magazines and/or
professional publications. This is to show academic rigour when researching for

A.P.U Level 3 Asia Pacific University of Technology and Innovation 202006

BM006-3-3-BCR Individual Assignment Page 5 of 6

information rather than making use of information from solely general websites as it
does not give evidence of much research effort.

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.

1 -10% excess no penalty

11-20% excess 10% penalty of the total mark
21-30% excess 20% penalty of the total mark
31-40% excess Marks will be capped at a pass (i.e. 50%)

Words in diagrams, charts, tables, captions, citations, references, executive summary,

content page and appendix are not considered into the word count.

MARK ALLOCATION

No. Criteria Marks Allocated

1. Part A 15
2. Part B
i. Question 1 20
ii. Question 2 20
iii. Question 3 15
iv. Question 4 15
3. Citation and References 15
4. Total 100

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 text book. Ideas are poorly expressed.
0 - 40%
Many key issues are ignored. Concepts and language of the subject are
used but are often confused in application and or explanation.
Superficial analysis, concepts and language of the subject are absent or
minimal. Few learning outcomes have been met. Irrelevant regurgitation
40 - 49% of text book. 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 explanation.

A.P.U Level 3 Asia Pacific University of Technology and Innovation 202006

BM006-3-3-BCR Individual Assignment Page 6 of 6

Some understanding of the relevant models and concepts. Some

50 - 54%
elements of an appropriate structure are present. Restricted analysis of
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 Style of Referencing.
Arguments are clear and convincing. Confident integration of theory and
>=80%
practices is demonstrated. Consistent referencing to sources using the
Harvard Style of Referencing.

A.P.U Level 3 Asia Pacific University of Technology and Innovation 202006