BM006-3-3-BCR Individual Assignment Page 1 of 5

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. Critically appraise key relationship theory and concept(s).

2. Evaluate their impact on the organisation’s competitive advantage and its
marketing strategy.

THE REQUIREMENTS

You are required to produce a 2,500 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
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

Questions:

Level 3 Asia Pacific University of Technology and Innovation 300119

BM006-3-3-BCR Individual Assignment Page 2 of 5

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, discuss how the innovation of
relationship marketing practices by E-commerce entities (Internet) is changing the
marketplace as we know it. Apply the leaky bucket concept here.

2. FOUR (4) types of bonds can tie a customer to an organisation. Using the same
website above, elaborate each of these bonds and how it improves the retention
strategies in the organisation.

3. Clearly discuss the shift from mass marketing to mass customisation.

4. You have to make at least THREE (3) Customer Relationship Management

recommendations to improve your chosen company.

FORMAT AND STRUCTURE

Following is the recommended structure for your assignment.

 Cover Page
 Executive Summary
 Introduction
 Table of Content page
 Answer to the question with 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

Level 3 Asia Pacific University of Technology and Innovation 300119

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

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
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 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 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 Penalty

2,501 – 2,600 No penalty
2,601 – 2,700 10% penalty of the total mark
2,701 – 2,800 20% penalty of the total mark
2,801 and above 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.

Level 3 Asia Pacific University of Technology and Innovation 300119

BM006-3-3-BCR Individual Assignment Page 4 of 5

MARK ALLOCATION

No. Criteria Marks Allocated

1. Part A 25
2. Part B
i. Analysis and Evaluation 20
Question 1
ii. Analysis and Evaluation 20
Question 2
iii. Analysis and Evaluation 10
Question 3
iv. Analysis and Evaluation 15
Question 4
3. Overall Performance 10
4. Total 100

OVERALL QUALITY OF THE WRITTEN ASSIGNMENT

For the criterion of ‘Overall Performance’, 10 marks will be allocated for high quality
of overall answer with clarity of writing, coherent flow of information, good use of
language, good presentation, consistency in format, and no or minimal spelling and
grammatical mistakes.

Marks for this criterion will be penalised for the following. The amount of marks
reduced will depend upon the severity of the mistakes made.

1. Inappropriate use and non-use of punctuation

2. Inappropriate use and non-use of capital letters
3. No page number indicated on the pages of the written assignment
4. No page number provided on the content page
5. References without its corresponding citations shown
6. Citations with no references written
7. Inconsistent use of font type and font size
8. Inconsistent line spacing
9. No appropriate sections and subsections given
10. References are not arranged in alphabetical order
11. Bullets and numbering are presented in the referencing where it is not necessary
following Harvard format
12. Inconsistent and inappropriate format used in presenting the citations
13. Inconsistent and inappropriate format used in presenting the referencing
14. No captions is provided for diagrams, charts, tables, pictures and photos
15. Spelling and grammatical errors

Level 3 Asia Pacific University of Technology and Innovation 300119

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

16. Missing sections

However, please take note that the above is not an exhaustive list.

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 of
40 - 49% 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.
50 - 54% Some understanding of the relevant models and concepts. Some elements
of an appropriate structure are present. Restricted analysis of some issues.
Evidence of some reading and research. Incorrect referencing although it is
55 - 64% 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. Key
65 - 69%
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 identified
70 - 74%
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 Name System of Referencing.
Arguments are clear and convincing. Confident integration of theory and
>=80%
practices is demonstrated. Consistent referencing to sources using the
Harvard Name System of Referencing.

Level 3 Asia Pacific University of Technology and Innovation 300119