MARK3014: Customer Management

Instructions to Students
This is an individual report of 1,500 words plus references, tables, graphs and
appendices (if applicable), which is to be submitted via Turnitin.
In this report, it is assumed that you have been appointed as a Customer Relations
Team Manager for an organisation that you will identify. This organisation needs to
be offering products and/or services to individuals (i.e. B2C) or businesses (i.e. B2B).
The organisation can be an overseas company, yet it should have a website in
English (so that the teaching team can engage with your report).
In your role as a Customer Relations Team Manager, you have been asked by the
Senior Management Team to produce a report evaluating the success of the
customer management strategies of the chosen organisation.
You are required to structure your report around the following headings:
1) Title Page (title of the report, student number, module name & code, tutor name,
submission date, word count) (Title page is not weighted.)
2) Organisation Summary (max one page; not weighted)
Provide a background to your organisation using the Organisation Summary
Template on page 5. Please note that you must use this organisation for Coursework
1 and 2.
Organisation Summary is not weighted; yet if the table is not provided with the
required information your coursework is likely to fail. This is because the information
in the table is crucial to evaluate the soundness of your report.
3) Customer acquisition, retention and development (750 words; max. 50 points)
Taking into account the key customer segment of the organisation, what customer
acquisition, retention and development strategies would be most beneficial? Your
discussion should include references to key relationship marketing constructs such as
trust, customer commitment, satisfaction, loyalty and so on. Your analysis can be in an
online or offline context, and should be supported with relevant academic literature.
PROVISIONAL SUBJECT TO EXTERNAL EXAMINER APPROVAL
Page 4 of 12
4) Sustainable customer management (750 words; max. 50 points)
By applying a minimum of two theoretical frameworks learnt in this model (such as
Kano model, Gartner competency model, IDIC model, CRM value chain), discuss how
the organisation can design a sustainable customer management strategy. For a
sustainable customer management strategy, you should explain how the proposed
strategy will create further value for existing and/or potential customers. The strategy
should mutually be beneficial for the organisation by, for example, its positive impact
on customer lifetime value. Your analysis should be supported with relevant academic
literature.
5) Reference List (not weighted)
A full list of references of all sources (whether academic or industry-based) must
appear at the end of your assignment, written in DMU Harvard Referencing Style.
Further information can be found here: https://library.dmu.ac.uk/harvardguide
Sources must also be indicated clearly in the main text, as they arise. You must not
copy material directly from 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.
6) Appendices (if applicable) (not weighted)

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