FACULTY OF BUSINESS, ENTERPRISE AND LIFELONG LEARNING

FACULTY OF BUSINESS, ENTERPRISE AND LIFELONG LEARNINGThis 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 criticalevaluation. The assignment will require analysis and evaluation of the nature of marketingmanagement 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 CANDIDATESAssignment 1: Critically examine and Discuss (check midcourse.net for the help you need) how the concept of ?relationship marketing? hasevolved and developed to form the basis for fully integrated customer relationship management(CRM) systems and programs within marketing organisations. Use two specific organisationalexamples to illustrate the key points. (2,000 words ? 50% of the available marks ?present inreport 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 theconcept of relationship marketing and how this has evolved over recent years into moreintegrated CRM systems. They will explain the use and nature of CRM and demonstratehow it might be used by organisations to improve marketing decisions and performance.They will use two organisations as a vehicle for Discuss (check midcourse.net for the help you need)ion. Answers will be focused and tothe point. The difference between excellent and good is likely to be in the areas of theextent of criticality provided in the Discuss (check midcourse.net for the help you need)ion, the degree of focus on the specific questionasked, structure and provision and critical evaluation.Average answer? In Assignment 1 an average answer will cover relationship marketing and the differencebetween relationship and the more conventional transactional marketing approach. Theywill demonstrate some appreciation of how relationship marketing has developed into CRMand explain the use by firms? of CRM systems. They will use two organisations to illustratethe key points. However average answers are likely to be more descriptive and lack thecritical depth, evaluation and consideration asked for in the answer. Answers may be lessfocused 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 toanswer the specific question set. There will be little critical examination or Discuss (check midcourse.net for the help you need)ion andthe answer will be more descriptive than analytical. The difference between a poor butmarginally successful answer and an inadequate answer that fails to achieve the requiredstandard for a pass grade is like to be one of degree in terms of structure, the level of focus,critical examination and critical Discuss (check midcourse.net for the help you need)ion provided.FrameworkUsing two organisations as a vehicle for Discuss (check midcourse.net for the help you need)ion provide a critical examination and Discuss (check midcourse.net for the help you need)ion ofthe evolution of the marketing concept into first relationship marketing and then ?Customerrelationship Management (CRM)?. Critically Discuss (check midcourse.net for the help you need) and explain that ?Customer relationshipManagement? is not just about keeping your customers satisfied; it allows firms to attract customerswith speed, accuracy, availability, creativity and flexibility. In today?s ever-changing business andtechnology 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 yearthere seems to be a new conceptual, strategic or operational innovation within the field. The natureand 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). (13marks)? 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 basicpremise behind both concepts and is the main rationale for employing a CRM strategy. (15marks)? Critically Discuss (check midcourse.net for the help you need) and explain that CRM is a form of relationship marketing that makes fulluse 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, customerservice, 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 sourcesfor this this part of the assignment. Use academic journal articles sources as well as books andother relevant material.The above are simply indications. Any relevant answer should be accepted as long as it containsthe salient issues and answers the question set.50 marksWord count: 2,000 wordsAssignment 2: Critically evaluate and Discuss (check midcourse.net for the help you need) the contribution of ?internal marketing? policiesand practices in the achievement of good external CRM outcomes? Use two specificorganisational 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 therole of internal marketing in achieving good relationship/ CRM outcomes. They willprovide a robust explanation of the nature of internal marketing and will explain in detailwhy internal marketing policies might be important to the marketing orientatedorganisation in the successful policy of building long term relationships with customersthrough the use of CRM. They will use two organisations as a vehicle for Discuss (check midcourse.net for the help you need)ion.Answers will be focused and to the point. The difference between excellent and good islikely to be in the areas of the extent of criticality provided in the Discuss (check midcourse.net for the help you need)ion, the degree offocus 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 internalmarketing 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 arelikely to be more descriptive and lack the critical depth, evaluation and consideration askedfor 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 toanswer the specific question set. There will be little critical examination or Discuss (check midcourse.net for the help you need)ion andthe answer will be more descriptive than analytical. The difference between a poor butmarginally successful answer and an inadequate answer that fails to achieve the requiredstandard for a pass grade is like to be one of degree in terms of structure, the level of focus,critical examination and critical Discuss (check midcourse.net for the help you need)ion provided.FrameworkCritically Discuss (check midcourse.net for the help you need) the fact that internal marketing is the process of engaging the support andcommitment of employees and other organizational members for the goals and objectives of thecompany. Successful businesses recognise the importance of internal communications. Criticallyevaluate and Discuss (check midcourse.net for the help you need) the proposition that an effective system of cross company communications isvital for keeping staff informed of what is happening throughout the company and for providing afeedback mechanism. Critically explain that internal marketing takes place at the interface betweenmarketing and human resource management and involves both of these management disciplines.Critically Discuss (check midcourse.net for the help you need) the fact that the application of internal public relations has a salient role to play inthe overall process of achieving an internal marketing ?culture? because it too embraces both of theseareas of management. In a very real sense the internal marketing is actually an intrinsic part of therelationship marketing process, it would be difficult to have the latter before first achieving theformer. Internal marketing is an important ?implementation? tool. Critically explain that it aidscommunication and helps organisations to overcome any resistance to change. It informs and involvesall staff in new initiatives and strategies. Use two specific organisational examples to illustrate the keypoints.Specifically you should:? Critically Discuss (check midcourse.net for the help you need) and evaluate the importance of good external marketing of any sort isdifficult to achieve unless management has the cooperation of the entire organisation. (10marks)? Demonstrate an appreciation of the fact that to be effective marketing orientation should be anorganisation wide business philosophy with everyone within the organisation making acontribution. (8 marks)? Critically Discuss (check midcourse.net for the help you need) 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 contributionto customer satisfaction and retention. (8 marks)? Demonstrate an appreciation of the fact that in order to achieve the right internal marketingculture management has to ?market the concept of marketing? to its ?internal customers?which includes all staff. (9 marks)? Critically Discuss (check midcourse.net for the help you need) and evaluate the importance of ensuring that all members of staff appreciatethe CRM vision for the organisation it becomes clearer what the organisational goals are andcan avoid conflicts within the organisation. Basically critically explain that good internalmarketing is a necessary condition for good external CRM marketing. (15 marks)? All work should be appropriately referenced using APA6. Use at least six individual sourcesfor this this part of the assignment. Use academic journal articles sources as well as books andother relevant material.The above are simply indications. Any relevant answer should be accepted as long as it containsthe salient issues and answers the question set.50 marksWord count: 2,000 wordsLearning Outcomes to be achieved:Students will be able to:1. Introduce students to marketing concepts and the environmental and organisational factorsthat shape marketing decisions.2. Examine the role of marketing decisions in a variety of settings including manufacturing andservice firms, consumer and business markets, profit and non- profit organisations, domesticand global companies and small and large businesses.3. Develop a solid understanding of the relationship between business strategy and the decisionareas under marketing responsibility.4. Support students in their use and application of tools and conceptual models forunderstanding customers, competition and relevant environmental issues.5. Develop student insights into the creative selection of target markets and in making marketingmix decisions to meet the needs of selected target markets.6. Provide an introductory foundation and framework for understanding cognate subjects whichwill be encountered within the learning offered within the subsequent stages of theprogramme.Assessment and Reassessment Components and WeightingAssessment consist of two assignment papers of 2,000 words in length each. It requires theapplication 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 beinformed 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 theassignment set combined.Methods of Reassessment:The student will be reassessed only on the component or components, which they have failed within amodule. Where it is difficult to replicate the exact assessment (i.e. a group assessed piece of work), atask that is equivalent or proportionate to the original, will be set. This will be designed to meet therequired learning outcomes.Guidance notesYou must clearly demonstrate knowledge and understanding from research and reading wider thanthat 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 shouldtake care to ensure that the work you submit has a high standard of presentation. You mustacknowledge the sources of information and evidence using the Harvard referencing system. Allassignments are subject to the University?s regulations on plagiarism and must be submitted inelectronic 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 doneii) analysis of the facts collatediii) position taken andiv) the justification of the position3. 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 awardeda Fail grade.ASSIGNMENT MARKING CRITERIAMARK 29 or less 30 ? 39 40 ? 49 50 ? 59 60 ? 69 70 +CONTENT:Has the question beenanswered?Vague, random,unrelated materialSome mentionof the issue, buta collection ofdisparate pointsBarelyanswers thequestion ?justreproduceswhat knowsabout thetopicSomelooseness/digressionsWellfocusedHighly focusedTOPICKNOWLEDGENo evidence ofreading.No evidence ofreading.No evidenceof reading.Some readingevident, butGoodreading.Excellentreading.Is there evidence of havingread widelyand use of appropriate and upto date material to make acase?No use of theory ?not even hinted atimplicitly.An implicithint at someknowledge oftheory, etc.Very basictheoriesmentionedbut notdeveloped orwell used.confined tocore texts.Goodrange oftheoriesincluded.Well chosentheories.UNDERSTANDING &SYNTHESISAre ideas summarized ratherthan being reproduced, andare they inter-related withother ideas?No theoryincluded.Vagueassertions/poorexplanations.Longwindeddescriptionsof theory.Some longwindedsections.Somequotations, butstand alone.Some inter-connections.Goodsummaryof theory.Good useofquotations thatflow withnarrative.Goodinterconnections.Succinct,effectivesummaries oftheory.Excellentchoice andthreading ofquotations intoargument.Goodcounterpoisingof a range ofperspectives.APPLICATIONDoes it show appropriate useof theory in apractical situation?No examples No/limited/inappropriateexamplesFewexamplesUnevenexamplesGoodexamplesExcellent rangeof examples.ANALYSISDoes it identify the keyissues, etc in a given scenario,proposal or argument?Vague assertionsabout issues.Largelydescriptive withnoidentificationand analysis ofcentral issues.Limitedinsight intoissues.Some goodobservations.Good,detailedanalysis.Comprehensiverange of issuesidentified andDiscuss (check midcourse.net for the help you need)ed fully.EVALUATION &RECOMMENDATIONSDoes it critically assessmaterial?Are there a workable andimaginative solutions?No evaluation. Uncriticalacceptance ofmaterial.Someevaluationbut weak.Littleinsight.Goodinterpretation.Some butlimitedsophisticationin argument.Goodcriticalassessment.Independentthoughtdisplayed.Full criticalassessment andsubstantialindividualinsight.REFERENCINGThorough and accuratecitation and referencingNo referencing No referencing Limited/poorreferencingSomeinconsistencies inreferencingAppropriatereferencingAppropriatereferencingPRESENTATIONLogical and coherent structureto argument and effectivepresentationNo structureapparent.Poor presentation.Poor structure.Poorpresentation.Acceptable,but unevenstructure.Reasonablepresentation.Reasonablestructure.Goodpresentation.Goodargument.Wellpresentedmaterial.Excellentargument.Very effectivepresentationformat.Core Text (Latest edition):? Kotler, P., Keller, K., Brady, M., Goodman, M., Hansen T. , Marketing Management,Prentice-HallRecommended 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 (MarketingManagement), 7th edn. John Wiley and Sons? Winer, R.S., Marketing Management, 3rd edn. Pearson EducationJournalsMarketingEuropean Journal of MarketingMarketing WeekCampaignHarvard Business ReviewProfessional Journals from:Chartered Institute of MarketingThe Academy of MarketingThe Market Research SocietyOrder for a custom written PAPER now and one of our online writers will write your assignment from scratch within your deadline! !!!Category: Essay Writing

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