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Critically examine and discuss how the concept of ‘relationship marketing’ has evolved and developed to form the basis for fully integrated customer relationship management (CRM) systems and programs within marketing organisations. Use two specific organisational examples to illustrate the key points.

FACULTY OF BUSINESS, ENTERPRISE AND LIFELONG LEARNING
This is an assignment paper of 4,000 words in length – two sections 2,000 each section.
It requires the application of theory to practice and breadth of understanding and depth of critical
evaluation. The assignment will require analysis and evaluation of the nature of marketing
management and be informed by theory and appropriate practice.
Answer both parts of the question. Each part carries equal marks.
Use report format.
Provide references in the text and in the bibliography.
Use APA format for references.
Submit via portal.
INSTRUCTIONS TO CANDIDATES
Assignment 1: Critically examine and discuss how the concept of ‘relationship marketing’ has
evolved and developed to form the basis for fully integrated customer relationship management
(CRM) systems and programs within marketing organisations. Use two specific organisational
examples to illustrate the key points. (2,000 words – 50% of the available marks –present in
report format).
Learning Outcomes to be achieved: 1, 3, 4, 5 and 6 (see below).
Excellent/ good answer
? In Assignment 1 excellent/ good students will provide a detailed critical examination of the
concept of relationship marketing and how this has evolved over recent years into more
integrated CRM systems. They will explain the use and nature of CRM and demonstrate
how it might be used by organisations to improve marketing decisions and performance.
They will use two organisations as a vehicle for discussion. Answers will be focused and to
the point. The difference between excellent and good is likely to be in the areas of the
extent of criticality provided in the discussion, the degree of focus on the specific question
asked, structure and provision and critical evaluation.
Average answer
? In Assignment 1 an average answer will cover relationship marketing and the difference
between relationship and the more conventional transactional marketing approach. They
will demonstrate some appreciation of how relationship marketing has developed into CRM
and explain the use by firms’ of CRM systems. They will use two organisations to illustrate
the key points. However average answers are likely to be more descriptive and lack the
critical depth, evaluation and consideration asked for in the answer. Answers may be less
focused and digress from the central salient issues.
Poor/ inadequate answer
? Poor and/ or inadequate answers are likely to be too generic with the candidate failing to
answer the specific question set. There will be little critical examination or discussion and
the answer will be more descriptive than analytical. The difference between a poor but
marginally successful answer and an inadequate answer that fails to achieve the required
standard for a pass grade is like to be one of degree in terms of structure, the level of focus,
critical examination and critical discussion provided.
Framework
Using two organisations as a vehicle for discussion provide a critical examination and discussion of
the evolution of the marketing concept into first relationship marketing and then ‘Customer
relationship Management (CRM)’. Critically discuss and explain that ‘Customer relationship
Management’ is not just about keeping your customers satisfied; it allows firms to attract customers
with speed, accuracy, availability, creativity and flexibility. In today’s ever-changing business and
technology environment, CRM is more crucial than ever – ultimately a firm’s ability to compete,
survive and profit may depend on it. The subject of marketing is dynamic and evolving. Every year
there seems to be a new conceptual, strategic or operational innovation within the field. The nature
and direction of modern marketing has changed over the last 30 years.
Specifically you should:
? Critically evaluate and explain the concept of Customer relationship Marketing (CRM). (13
marks)
? Critically evaluate and explain the concept of relationship marketing. (12 marks)
? Link the two. CRM has evolved out of relationship marketing. Customer retention is the basic
premise behind both concepts and is the main rationale for employing a CRM strategy. (15
marks)
? Critically discuss and explain that CRM is a form of relationship marketing that makes full
use of information technology in the form of data warehousing and data base marketing etc.
in order to provide a ‘seamless’ coordination between sales, marketing per se, customer
service, field support, after sales service and other customer facing functions. (10 marks)
? All work should be appropriately referenced using APA6. Use at least six individual sources
for this this part of the assignment. Use academic journal articles sources as well as books and
other relevant material.
The above are simply indications. Any relevant answer should be accepted as long as it contains
the salient issues and answers the question set.
50 marks
Word count: 2,000 words
Assignment 2: Critically evaluate and discuss the contribution of ‘internal marketing’ policies
and practices in the achievement of good external CRM outcomes? Use two specific
organisational examples to illustrate the key points. (2,000 words – 50% of the available marks
–present in report format).
Learning Outcomes to be achieved: 1, 2, 3 and 6 (see below).
Excellent/ good answer
? In Assignment 2 excellent/ good students will provide a detailed critical evaluation of the
role of internal marketing in achieving good relationship/ CRM outcomes. They will
provide a robust explanation of the nature of internal marketing and will explain in detail
why internal marketing policies might be important to the marketing orientated
organisation in the successful policy of building long term relationships with customers
through the use of CRM. They will use two organisations as a vehicle for discussion.
Answers will be focused and to the point. The difference between excellent and good is
likely to be in the areas of the extent of criticality provided in the discussion, the degree of
focus on the specific question asked, structure and provision and critical evaluation.
Average answer
? In Assignment 2 an average answer will cover the concept and nature of internal
marketing and will relate internal marketing to the successful achievement of CRM goals.
They will use two organisations to illustrate the key points. However average answers are
likely to be more descriptive and lack the critical depth, evaluation and consideration asked
for in the answer. Answers may be less focused and digress from the central salient issues.
Poor/ inadequate answer
? Poor and/ or inadequate answers are likely to be too generic with the candidate failing to
answer the specific question set. There will be little critical examination or discussion and
the answer will be more descriptive than analytical. The difference between a poor but
marginally successful answer and an inadequate answer that fails to achieve the required
standard for a pass grade is like to be one of degree in terms of structure, the level of focus,
critical examination and critical discussion provided.
Framework
Critically discuss the fact that internal marketing is the process of engaging the support and
commitment of employees and other organizational members for the goals and objectives of the
company. Successful businesses recognise the importance of internal communications. Critically
evaluate and discuss the proposition that an effective system of cross company communications is
vital for keeping staff informed of what is happening throughout the company and for providing a
feedback mechanism. Critically explain that internal marketing takes place at the interface between
marketing and human resource management and involves both of these management disciplines.
Critically discuss the fact that the application of internal public relations has a salient role to play in
the overall process of achieving an internal marketing ‘culture’ because it too embraces both of these
areas of management. In a very real sense the internal marketing is actually an intrinsic part of the
relationship marketing process, it would be difficult to have the latter before first achieving the
former. Internal marketing is an important ‘implementation’ tool. Critically explain that it aids
communication and helps organisations to overcome any resistance to change. It informs and involves
all staff in new initiatives and strategies. Use two specific organisational examples to illustrate the key
points.
Specifically you should:
? Critically discuss and evaluate the importance of good external marketing of any sort is
difficult to achieve unless management has the cooperation of the entire organisation. (10
marks)
? Demonstrate an appreciation of the fact that to be effective marketing orientation should be an
organisation wide business philosophy with everyone within the organisation making a
contribution. (8 marks)
? Critically discuss and evaluate the importance of the relationship marketing philosophy,
which is a pre cursor of full CRM states that everyone in the organisation is a ‘part time’
marketer whatever their actual position. Everyone can make a direct or indirect contribution
to customer satisfaction and retention. (8 marks)
? Demonstrate an appreciation of the fact that in order to achieve the right internal marketing
culture management has to ‘market the concept of marketing’ to its ‘internal customers’
which includes all staff. (9 marks)
? Critically discuss and evaluate the importance of ensuring that all members of staff appreciate
the CRM vision for the organisation it becomes clearer what the organisational goals are and
can avoid conflicts within the organisation. Basically critically explain that good internal
marketing is a necessary condition for good external CRM marketing. (15 marks)
? All work should be appropriately referenced using APA6. Use at least six individual sources
for this this part of the assignment. Use academic journal articles sources as well as books and
other relevant material.
The above are simply indications. Any relevant answer should be accepted as long as it contains
the salient issues and answers the question set.
50 marks
Word count: 2,000 words
Learning Outcomes to be achieved:
Students will be able to:
1. Introduce students to marketing concepts and the environmental and organisational factors
that shape marketing decisions.
2. Examine the role of marketing decisions in a variety of settings including manufacturing and
service firms, consumer and business markets, profit and non- profit organisations, domestic
and global companies and small and large businesses.
3. Develop a solid understanding of the relationship between business strategy and the decision
areas under marketing responsibility.
4. Support students in their use and application of tools and conceptual models for
understanding customers, competition and relevant environmental issues.
5. Develop student insights into the creative selection of target markets and in making marketing
mix decisions to meet the needs of selected target markets.
6. Provide an introductory foundation and framework for understanding cognate subjects which
will be encountered within the learning offered within the subsequent stages of the
programme.
Assessment and Reassessment Components and Weighting
Assessment consist of two assignment papers of 2,000 words in length each. It requires the
application of theory to practice and breadth of understanding and depth of critical evaluation.
Assignment will require analysis and evaluation of the nature of marketing management and be
informed by theory and appropriate practice.
Assessment weighting:-100%
Learning outcomes:-1, 2, 3, 4, 5 and 6.
All of the learning outcomes for the module have been covered in Part (a) and Part (b) of the
assignment set combined.
Methods of Reassessment:
The student will be reassessed only on the component or components, which they have failed within a
module. Where it is difficult to replicate the exact assessment (i.e. a group assessed piece of work), a
task that is equivalent or proportionate to the original, will be set. This will be designed to meet the
required learning outcomes.
Guidance notes
You must clearly demonstrate knowledge and understanding from research and reading wider than
that contained in the core textbooks. This is a report and must be presented in report format and style.
This is an academic piece of work therefore you are expected to link theory and practice. You should
take care to ensure that the work you submit has a high standard of presentation. You must
acknowledge the sources of information and evidence using the Harvard referencing system. All
assignments are subject to the University’s regulations on plagiarism and must be submitted in
electronic form for checking.
Guidelines:
1. All assignments should be presented in the form of a report, NOT an essay.
2. Assignments will be graded on the basis of:
i) research done
ii) analysis of the facts collated
iii) position taken and
iv) the justification of the position
3. All research must be referenced. A Reference List and a Bibliography MUST be attached.
APA6 system of referencing MUST be followed.
4. Students found copying from other students will also be charged with collusion and awarded
a Fail grade.
ASSIGNMENT MARKING CRITERIA
MARK 29 or less 30 – 39 40 – 49 50 – 59 60 – 69 70 +
CONTENT:
Has the question been
answered?
Vague, random,
unrelated material
Some mention
of the issue, but
a collection of
disparate points
Barely
answers the
question –
just
reproduces
what knows
about the
topic
Some
looseness/
digressions
Well
focused
Highly focused
TOPIC
KNOWLEDGE
No evidence of
reading.
No evidence of
reading.
No evidence
of reading.
Some reading
evident, but
Good
reading.
Excellent
reading.
Is there evidence of having
read widely
and use of appropriate and up
to date material to make a
case?
No use of theory –
not even hinted at
implicitly.
An implicit
hint at some
knowledge of
theory, etc.
Very basic
theories
mentioned
but not
developed or
well used.
confined to
core texts.
Good
range of
theories
included.
Well chosen
theories.
UNDERSTANDING &
SYNTHESIS
Are ideas summarized rather
than being reproduced, and
are they inter-related with
other ideas?
No theory
included.
Vague
assertions/poor
explanations.
Long
winded
descriptions
of theory.
Some long
winded
sections.
Some
quotations, but
stand alone.
Some inter-
connections.
Good
summary
of theory.
Good use
of
quotation
s that
flow with
narrative.
Good
interconnectio
ns.
Succinct,
effective
summaries of
theory.
Excellent
choice and
threading of
quotations into
argument.
Good
counterpoising
of a range of
perspectives.
APPLICATION
Does it show appropriate use
of theory in a
practical situation?
No examples No/limited/
inappropriate
examples
Few
examples
Uneven
examples
Good
examples
Excellent range
of examples.
ANALYSIS
Does it identify the key
issues, etc in a given scenario,
proposal or argument?
Vague assertions
about issues.
Largely
descriptive with
no
identification
and analysis of
central issues.
Limited
insight into
issues.
Some good
observations.
Good,
detailed
analysis.
Comprehensive
range of issues
identified and
discussed fully.
EVALUATION &
RECOMMENDATIONS
Does it critically assess
material?
Are there a workable and
imaginative solutions?
No evaluation. Uncritical
acceptance of
material.
Some
evaluation
but weak.
Little
insight.
Good
interpretation.
Some but
limited
sophistication
in argument.
Good
critical
assessme
nt.
Independ
ent
thought
displayed
.
Full critical
assessment and
substantial
individual
insight.
REFERENCING
Thorough and accurate
citation and referencing
No referencing No referencing Limited/poor
referencing
Some
inconsistencie
s in
referencing
Appropri
ate
referenci
ng
Appropriate
referencing
PRESENTATION
Logical and coherent structure
to argument and effective
presentation
No structure
apparent.
Poor presentation.
Poor structure.
Poor
presentation.
Acceptable,
but uneven
structure.
Reasonable
presentation.
Reasonable
structure.
Good
presentation.
Good
argument
.
Well
presented
material.
Excellent
argument.
Very effective
presentation
format.
Core Text (Latest edition):
? Kotler, P., Keller, K., Brady, M., Goodman, M., Hansen T. , Marketing Management,
Prentice-Hall
Recommended Reading (Latest editions):
? Aaker, D.A., Strategic Marketing Management, (8th Ed.) John Wiley and Sons
? Lancaster, G. & Reynolds, P., Marketing, Macmillan
? Czinkota, M.R. et al., Marketing management: Text and cases, Southwestern
? Dalrymple, D.J. and Parsons, L.J., Marketing Management: Text and Cases (Marketing
Management), 7th edn. John Wiley and Sons
? Winer, R.S., Marketing Management, 3rd edn. Pearson Education
Journals
Marketing
European Journal of Marketing
Marketing Week
Campaign
Harvard Business Review
Professional Journals from:
Chartered Institute of Marketing
The Academy of Marketing
The Market Research Society

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