Sustaining Customer Loyalty and Marketing Management

Select an Industry, organisation and market scenario of your choice to critically review the essential conditions by which customer loyalty can be built and sustained as a result of a relevant, valued, delivered total customer experience for market segments.

You will be expected, in a 4000 words assignment to give attention to the following;

1) A background statement to outline the industry, market positioning as well as the present unique selling proposition.

2) A marketing audit, outlining the overall market attractiveness and whether there is the potential for market growth.

3) Critically defended new marketing mix actions to achieve gaps between the company’s present marketing strategy and external environment.

Marking Criteria

Marks will be awarded based on the following criteria:

Clear and structured presentation of answers showing clarity of expression

Each question should be answered comprehensively and creatively

Students should demonstrate critical analysis and evaluation of the material, literature and theories covered during course lectures.

The ability to critically weigh and evaluate the alternative theories/studies available to the International Marketer should be demonstrated from both theoretical and practical application.

Presentation and referencing

Marking Criteria for each question

Background statement: good introduction, providing an oversight of the company and the competitive environment 15 marks

Marketing Audit: Ability to apply theory to practice 40 marks

New marketing mix: The ability to critically discuss the various facets of the marketing mix. 30 marks

Overall Standard of Presentation: Presents material in an interesting and informative way and references per Harvard style of referencing. 15 marks

Assessment Requirements:

The submission of your work assessment should be organised and clearly structured in a report format.

Maximum word length allowed is 4,000 words, excluding words in charts & tables and in the appendixes section of your assignment.

This assignment is worth 100% of the final assessment of the module.

Student is required to submit a type-written document in Microsoft Word format with Times New Roman font type, size 12 and line spacing 1.5.

Indicate the sources of information and literature review by including all the necessary citations and references adopting the Harvard Referencing System.

Students who have been found to have committed acts of Plagiarism are automatically considered to have failed the entire module. If found to have breached the regulation for the second time, you will be asked to leave the course.

Plagiarism involves taking someone else’s words, thoughts, ideas or essays from online essay banks and trying to pass them off as your own. It is a form of cheating which is taken very seriously.

The assignment should be written in a report structure. An example of the layout of an assignment is listed below:

Title Page

Table of Contents

Executive Summary

Introduction

Body

Conclusions

References

Appendix

Plagiarism

Plagiarism is:

The verbatim copying of another person’s work without acknowledgement

The close paraphrasing of another person’s work by simply changing a few words or altering the order of presentation without acknowledgement

The unacknowledged quotation of phrases from another person’s work and/or the presentation of another person’s idea(s).

Copying or close paraphrasing with occasional acknowledgement of the source may also be deemed to be plagiarism if the absence of quotation marks implies that the phraseology is the student’s own.

Plagiarised work may belong to another student or be from a published source such as a book, report, journal.

Harvard Referencing

The structure of a citation under the Harvard referencing system is the author’s surname, year of publication, and page number or range, in parentheses, as illustrated in the examples below.

The page number or page range is omitted if the entire work is cited. The author’s surname is omitted if it appears in the text. Thus, we may say: “Jones (2001) revolutionised the field of trauma surgery.”

Two or three authors are cited using “and” or “&”: (Deane, Smith, and Jones, 1991) or (Deane, Smith & Jones, 1991). More than three authors are cited using et al. (Deane et al., 1992).

An unknown date is cited as no date (Deane n.d.). A reference to a reprint is cited with the original publication date in square brackets (Marx [1867] 1967, p. 90).

If an author published two books in 2005, the year of the first (in the alphabetic order of the references) is cited and referenced as 2005 a, the second as 2005 b.

A citation is placed wherever appropriate in or after the sentence. If it is at the end of a sentence, it is placed before the period (full stop), but a citation for an entire block quote immediately follows the period (full stop) at the end of the block since the citation is not an actual part of the quotation itself.

Complete citations are provided in alphabetical order in a section following the text, usually designated as “Works cited” or “References”. The difference between “works cited” or “references” list and a bibliography is that a bibliography may include works not directly cited in the text.

All citations are in the same font as the main text.

Examples of book references are:

Smith, J. 2005a. Dutch Citing Practices. The Hague: Holland Research Foundation.

Smith, J. 2005b. Harvard Referencing. London: Jolly Good Publishing.

Examples of journal, journal article from an electronic source accessed through a password protected database, and website references are:

Smith, J. M., 1998. The origin of altruism, Nature, 12. pp. 639-645.

Boughton, J.M., 2002. The Bretton Woods proposal: an in-depth look. Political Science Quarterly, [e-journal] 42(6). Available through: Anglia Ruskin University Library website <http://libweb.anglia.ac.uk> [Accessed 12 June 2005].

NHS Evidence, 2003. National Library of Guidelines. [online] Available at: <http://www.library.nhs.uk/guidelinesFinder> [Accessed 10 October 2009].

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