Assessment Information – What you need to do


This is an individual assignment.
In Coursework 1, you have assessed the customer management competence of a chosen
company, and identified its strengths and weaknesses in managing its customers. With
Coursework 2, you will make recommendations to your company on how it can improve its CRM
performance and profitability.
This assignment is designed to assess the following learning outcomes:
LO3. Make recommendations on how an organisation can improve its CRM performance and
profitability
LO4. Develop problem solving and decision-making skills
Further information on University mark descriptors can be found here.
Assessment Information – What you need to do
Criteria for Assessment – How you will be marked
This document is for De Montfort University use and should not be passed to third parties or posted on any website.
MARK3014 Coursework 1 Brief Page 2 of 8
In this section, you will find detailed information on Coursework 2 highlighting:
• Required structure
• Marking breakdown (i.e. marking criteria)
You should take your time to go through the brief and familiarize yourself with the coursework
requirements.
Word Count: The word count is 1,500 words (+/- 10 percent)
There will be a penalty of a deduction of 10% of the mark for work exceeding the word limit by
10% or more.
The word limit includes quotations and citations, but excludes tables, figures, the references list
and appendices.
Assessment Details
In Coursework 2, you should continue with the same organisation. Any changes to the chosen
company need to be approved by your module leader.
In Coursework 1, you selected ONE company from the below list:

  1. Airbnb
  2. Ryanair
  3. Walmart
  4. McDonalds
  5. Sports Direct
    Instructions
    This document is for De Montfort University use and should not be passed to third parties or posted on any website.
    MARK3014 Coursework 1 Brief Page 3 of 8
    Required Structure:
    Title Page (title of the report, student number, module name & code, tutor name, submission
    date, word count) (Title page is not weighted.)
    1) THREE SMART Objectives and Digital Strategies (750 words; 50 points)
    Based on your research and analysis in Coursework 1, you will identify THREE SMART objectives
    and recommend THREE digital strategies that will help your company build and develop
    profitable long-term relationships with their target customers.
    Each proposed digital strategy should be justified clearly with references to the business,
    industry, the chosen customer segment, the competition and market trends (such as evolving
    consumer behaviour and emerging technologies).
    Excellent answers will propose digital strategies with references to owned, earned and paid
    media in the context of customer acquisition, retention, development, experience and
    engagement.
    Each sub-section should be titled in relation to one customer lifecycle area, such as customer
    acquisition, retention, development, engagement etc.
    Required structure for Section 1:
    1.1 (identify a title)
    SMART Objective 1:
    Digital Strategy 1:
    Discussion (approximately 200-300 words)
    1.2 (identify a title)
    SMART Objective 2:
    Digital Strategy 2:
    Discussion (approximately 200-300 words)
    1.3 (identify a title)
    SMART Objective 3:
    Digital Strategy 3:
    Discussion (approximately 200-300 words)
    This document is for De Montfort University use and should not be passed to third parties or posted on any website.
    MARK3014 Coursework 1 Brief Page 4 of 8
    2) Marketing Metrics (550 words; 35 points)
    Companies use a number of metrics to evaluate the success of their customer management
    objectives. Most commonly used metrics are:
  6. Net Promoter Score (NPS)
  7. Customer Acquisition Cost (CAC)
  8. Customer Lifetime Value (CLV)
  9. CAC-to-CLV
  10. Customer Satisfaction Score (CSAT)
  11. Customer Effort Score (CES)
  12. Customer Retention Rate
  13. Revenue Churn
  14. First Contact Resolution
  15. Average Ticket Time
    The following website offers information on these metrics: https://bit.ly/2YXGL2P
    In Section 2, you are asked to:
  16. identify five metrics from this list and present their definitions in a table.
  17. discuss how companies in general can use these metrics when evaluating their customer
    management strategies.
  18. connect digital strategies identified in Section 1 with these five metrics.
    Required structure for Section 2:
    Start with a metrics definitions table for the chosen 5 metrics (tables are excluded from word
    count):
    Metric 1.
    Metric 2.
    Metric 3.
    Metric 4.
    Metric 5.
    (remember to present the source of these definitions)
    Required sub-sections:
    2.1 (use the chosen metric as your title)
    Discussion (approximately 100-120 words)
    2.2 (use the chosen metric as your title)
    Discussion (approximately 100-120 words)
    This document is for De Montfort University use and should not be passed to third parties or posted on any website.
    MARK3014 Coursework 1 Brief Page 5 of 8
    2.3 (use the chosen metric as your title)
    Discussion (approximately 100-120 words)
    2.4 (use the chosen metric as your title)
    Discussion (approximately 100-120 words)
    2.5 (use the chosen metric as your title)
    Discussion (approximately 100-120 words)
    3) Conclusion (200 words; 10 points)
    This section is a brief summary of your report, highlighting how your company would benefit
    from integrating digital CRM. This could be in relation to benefits to its customers (such as
    offering a higher value), or cost efficiency (due to marketing automation for example).
    Alternatively, you can discuss the key challenges the company can face in their digital CRM
    integration. The conclusion should be supported and logically draw upon the discussions in
    previous sections.
    Presentation (5 points)
    Presentation, Structure, Referencing, Professionalism (including language and grammar)
    Your understanding of the module content should be reflected well in the report. This means
    you will need to refer to learning materials, concepts and theories learnt in the module, in the
    context of the chosen company.
    • Please use 1.15 line spacing and 11-point Calibri.
    • On Submission Title on Turnitin, please type this \”your student number-MARK3014-
    CW2\”.
    • Report needs to be structured well, follow the required structure as outlined above,
    professional looking, clearly expressed points in English, adopt careful punctuation and
    appropriate use of paragraphs (including the choice of terminology, spelling and
    grammar).
    • The appendices you include in the report should be relevant. Materials that appear in
    the appendices must be referred to and commented upon in the main text, otherwise
    they will not be counted towards your grade. Appendices should not be treated as an
    extension of the main report.
    • Tables, graphs, diagrams are excluded from word count.
    o Your reference list should demonstrate your close engagement with module
    textbook and the sources on “online research list”. A full list of references of all
    sources (whether academic or industry-based) must appear at the end of your
    assignment, written in Harvard (Cite Them Right). Further information can be
    found here: https://library.dmu.ac.uk/refguide. Sources must also be indicated
    clearly in the main text, as they arise. You must not copy materials directly from
    This document is for De Montfort University use and should not be passed to third parties or posted on any website.
    MARK3014 Coursework 1 Brief Page 6 of 8
    any source word-for-word without acknowledgement, and neither must you
    paraphrase material from any source (academic or business) without
    acknowledgment. To do so is ‘plagiarism’, which is a serious academic offence.
    • Very important: this report must be entirely your own work and no-one else’s.
    • Appendices (if applicable): All information in the Appendix needs to be integrated into
    the discussion in the main body in a meaningful way.

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