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5-3 BCR
Individual Assignment
Page 1 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. Demonstrate knowledge and understanding of the concepts, principles and practices
of relationship marketing (RM).
2. Develop coherent lines of argument and suggest informed solutions to business
scenarios relating to RM.
3. Demonstrate the ability to utilise methods of enquiry in a marketing and operations
context.
4. Effectively communicate information and ideas in verbal and non-verbal forms
THE REQUIREMENTS
You are required to produce a 2,500 word Individual Report based on any ONE of the
following websites:
i)
http://www.toyota.com.my
ii)
http://www.airasia.com
iii)
http://www.tgif.com.my
iv)
http://www.harley-davidson.com
v)
http://www.kpj.com.my
vi)
http://www.perodua.com.my
vii)
http://www.thebodyshop.com.my
PART A
This section should contain a critical situational analysis of the chosen company/product.
These include Competitive Analysis (assessment of the strengths and weaknesses of
current and potential competitors. This analysis provides both an offensive and defensive
strategic context to identify opportunities and threats), Target Market (a group of
customers that the business has decided to aim its marketing efforts and ultimately its
merchandise towards) and SWOT Analysis (identify the key internal and external factors
that are important to achieving the objective).
Level 3
201311
BM006-3.5-3 BCR
Individual Assignment
Page 2 of 6
PART B
Questions:
The concept of Relationship Marketing (RM) can be best demonstrated by the practices
of E-commerce today.
1. Based on ONE of the websites above, discuss how the innovation of relationship
marketing practices by E-commerce entities (Internet) is changing the market
place as we know it.
2. Clearly discuss the shift from mass marketing to one-to-one marketing and its
effectiveness.
3. You have to make at least THREE (3) Customer Relationship Management
recommendations to improve your chosen website.
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Assignment Title
Intake Number
Lecturers Name
Level 3
201311
BM006-3.5-3 BCR
Individual Assignment
Page 3 of 6
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
1 and 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
System.
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 system, no bullets or numbering is allowed in the
references. However, you will need to present the references in the 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 offlline), newspapers, magazines and/or
professional publications. This is to show academic rigour when researching for
information rather than making use of information from general websites only 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.
Word Count
2,501 2,600
2,601 2,700
2,701 2,800
2,801 and above
Penalty
No penalty
10% penalty of the total mark
20% penalty of the total mark
Marks will be capped at a pass (i.e. 50%)
Level 3
201311
BM006-3.5-3 BCR
Individual Assignment
Page 4 of 6
MARK ALLOCATION
No.
1.
2.
3.
3.
Criteria
Part A
Analysis and Evaluation Question 1
Analysis and Evaluation Question 2
Analysis and Evaluation Question 3
Overall Performance
Total
Marks Allocated
30
20
20
20
10
100
PERFORMANCE CRITERIA
No.
1.
Assessment
Criteria
Part A 30
marks
Grade
Fail
0-9
Marginal
Fail
10-14
Pass
15-18
Credit
Level 3
Performance Criteria
Very limited number of quality reference made.
Many critical issues, concepts and theories as
well as pertinent areas for evaluation are missing
in the answer.
Failure to display a wide breadth of
consideration. This is evidenced by the lack of
citations used in the answer. This is more
obvious when each section uses the same
citations or there are only a few citations
presented in overall assignment answer.
Answer given has no or very little relevance or
reference made to the context established by the
question.
Limited number of reference made or most the
references are not from quality sources.
Failure to make reference to the given scenario
or context.
Adequate number of reference used but the
quality of the references lack academic depth.
Some inaccuracy in the facts given or there are
signs of logical flaws that may indicate lack of
understanding of the applied concepts and
theories.
Some weaknesses of irrelevancy where there are
doubts with regards to the application of the
right concepts and theories to the given scenario
or context.
Some reference was made to the context of the
question but overall the answer given appears to
be generic information.
Comprehensive research are shown and a wide
201311
BM006-3.5-3 BCR
Individual Assignment
Page 5 of 6
19-24
Assessment
Criteria
Analysis and
Evaluation
60 marks
Grade
Performance Criteria
Fail
0-20
Marginal
Fail
21-35
Pass
36-45
Level 3
201311
BM006-3.5-3 BCR
Individual Assignment
Page 6 of 6
Level 3
201311