Select and apply appropriate theories and concepts of relationship marketing and analyse those issues concerned with the operation of relationship marketing techniques

Learning Outcomes Assessment Criteria :
Students must demonstrate the ability to:
 LO1:Select and apply appropriate theories and concepts of relationship marketing and analyse those issues concerned with the operation of relationship marketing techniques
 LO2:Apply and analyse the effectiveness of relationship marketing orientation to challenge the historical orthodoxy of the 4 P’s approach to marketing
 LO3:Evaluate and appraise the concepts of relationship marketing in a specific organisational
context
 LO4: Interpret and effectively communicate relevant relationship marketing issues and concepts in a given situation using a range of methods.
 Work towards building good relationship with customers, suppliers, distributors and other stakeholders of the company.
 Apply critical thinking to analyze and solve issues within organization concerning relationship marketing.
 Understand needs and wants of different stakeholders within in an organization.
 Apply critical thinking, analytic, communication and team building skills.
1
Question:
Customer loyalty has been considered to be one of the main keys factors in achieving company success and sustainable competitive advantage and one of the most important determinants of profitable long-term relationships (Lima and Fernandez, 2015). As such bonds and bonding have become central concepts in the study of customer relationships as they serve the purpose of exit barriers that tie the customer to the firm and maintain the relationship.
Identify any (ONE) organization within the industries listed below and use it as your reference point to analyse the bonds used by the company to retain customers.
Industries: Education, Telecommunication, Hospitality & Tourism and Automobile
• Briefly introduce the chosen company.
• Critically discuss the different types of bonds practiced by companies (general explanation).
• Evaluate the types of bonds used by the chosen company.
• Give recommendation on how the company can improve the bonding strategy of the company.
LENGTH REQUIRED
2000 words +/- 10%. Any deviation from this will be penalized.
FORMATTING AND LAYOUT
• A Microsoft Office Word Document or other relevant applications as permitted by module lecturer/ typed using computer. Usage of typewriter or hand – written is STRICTLY not allowed.
• 12 font size, Time New Roman font and bold title and sub titles
• A4 sized paper
• Fully justified alignment
• 1½ line spacing
• Margins of 1” at top and bottom; left and right
Appendix 1: Marking Criteria for Report (25%)
No.
Assessment Criteria Band marking Weightage Marks Allotted by Lecturer
1. Different types of bonds practiced by companies (general explanation)
Unacceptable: 0-9
Poor: 10-14
Moderate:15-19
Good:20-25
Excellent: 26-30
30%
2. Discussion of the bonds used by the company.
Unacceptable: 0-9
Poor: 10-14
Moderate:15-19
Good:20-25
Excellent: 26-30
30%
3. Recommendation on how to improve the company’s bonding strategy.
• Sound explanation with justification. Unacceptable: 0-9
Poor:10-19
Moderate:20-30
Good: 31-35
Excellent: 36-40 40%
Total marks
100%
Overall Marks
25%
Appendix 2: Marking rubrics for Individual report (25%)
Discussion on the different types of bonds. BM Discussion on the Bonds used by the chosen company BM Recommendation on how to improve bonding strategy. BM
Excellent discussion on the types of bonds available and how it benefits organizations. 26-30 Excellent discussion on the types of bonds used by the organization with relevant examples. 26-30 Excellent recommendation with proper reasoning and justification. 36-40
Good discussion on the types of bonds available and how it benefits organizations. 20-25 Good discussion on the types of bonds used by the organization with relevant examples. 20-25 Good recommendation with proper reasoning and justification. 31-35
Average discussion on the types of bonds available and how it benefits organizations. 15-19 Average discussion on the types of bonds used by the organization with relevant examples. 15-19 Average recommendation with relevant reasoning and justification. 20-30
Poor discussion on the types of bonds available and how it benefits organizations. 10-14 Poor discussion on the types of bonds used by the organization with relevant examples. 10-14 Poor piece of work, poor discussion on the types of bonds used by the organization with no examples. 10-19
Very poor discussion on the types of bonds available and how it benefits organizations. 0-9 Very poor discussion on the types of bonds used by the organization with relevant examples. 0-9 Very poor piece of work, very poor discussion on the types of bonds used by the organization with no examples. 0-9
COURSEWORK QUESTION (INDIVIDUAL REPORT)
2
Case Study (15%)
Case Study: Triumph Motorcycles: vrooming for increased market share in India.
Citation:
Attri, R. and Bairagi, R. (2020), “Triumph Motorcycles: vrooming for increased market share in India”, The CASE Journal, Vol. 16 No. 3, pp. 307-326.
Case link: https://elib.segi.edu.my:2077/10.1108/TCJ-12-2019-0122 Download as .RIS
Publisher: Emerald Publishing Limited
Assignment
Read and analyze the attached case study and prepare a report and presentation based on the discussion questions given below. Make sure you address all the points stated below, giving examples from other organisations / websites to support your arguments. In addition to the recommended text books, you should include sources from credible online resources, journals, magazines or news reports to support your analysis and answers.
1. Critically suggest measures of overcoming the problems faced while retailing luxury motorcycle brands in developing countries like India.
2. Evaluate how Triumph Motorcycles can improve its customer-based equity.
Students must submit all materials supporting their coursework listed in the deliverable section.
LENGTH REQUIRED
1500 words +/- 10%. Any deviation from this will be penalized.
* The detailed marking criteria’s for the allocation of 100 marks is provided in Appendix 2
FORMATTING AND LAYOUT
• A Microsoft Office Word Document or other relevant applications as permitted by module lecturer/ typed using computer. Usage of typewriter or hand – written is STRICTLY not allowed.
• 12 font size, Times New Roman font and bold title and sub titles
• A4 sized paper
• Fully justified alignment
• 1½ line spacing
• Margins of 1” at top and bottom; left and right.
Appendix 3: Marking Criteria for Case Study Report (15%)
No.
Assessment Criteria Band marking Weightage Marks Allotted by Lecturer
1 Recommendation to overcome problems faced while retailing luxury brands.
• Clarity in terms of explanation.
• Referencing.
Unacceptable: 0-9
Poor:10-19
Moderate:20-30
Good: 31-35
Excellent: 36-40
40%
2 Recommendation to Improve customer-based equity.
• Clarity in terms of methods used to create
• Referencing.
Unacceptable: 0-10
Poor: 11-24
Moderate:25-30
Good: 31-40
Excellent: 41-50
50%
3.
Presentation of the report:
i. Appropriate citation and references.
ii. Style, format and readability including proper organization of answers.
iii. Involvement and critical discussion
iv. This coursework must have a Cover Sheet, Table of Content and Page Number and Proper Heading/Title for each part answered, list of references (Use of APA Referencing System)
Unacceptable:0-2
Poor: 3-4
Moderate:5-6
Good: 7-8
Excellent: 9-10
10%
Total marks
100%
Overall marks
15%
Appendix 4: Marking Criteria for Case Study Rubrics (15%)
Recommendation to overcome problems faced. BM Recommendation to Improve customer-based equity BM Presentation of the report. BM
Excellent recommendation to overcome problems faced by the company with excellent explanation. 36-40 Excellent recommendation with proper reasoning on how to improve customer-based equity. 41-50 An exemplary piece of work which excels in all aspects of the element. Excellent citation and referencing 9-10
Good recommendation to overcome problems faced by the company with good explanation. 31-35 Good recommendation with proper reasoning on how to improve customer-based equity. 31-40 An exemplary piece of work which excels in all aspects of the element. Good citation and referencing 7-8
Average recommendation to overcome problems faced by the company with relevant explanation. 20-30 Average recommendation with proper reasoning on how to improve customer-based equity. 25-30 An average piece of work which excels in some aspects of the element. Acceptable citation and referencing.
5-6
Poor recommendation to overcome problems faced by the company with poor explanation. 10-19 Poor recommendation with proper reasoning on how to improve customer-based equity. 11-24 Poor piece of work, fulfils very few aspects of the assignment. Poor citation and referencing. 3-4
Very poor recommendation to overcome problems faced by the company with unreasonable explanation. 0-9 Very poor recommendation with proper reasoning on how to improve customer-based equity. 0-10 Very poor piece of work, does not fulfil any aspects of the assignment. Unacceptable citation and referencing. 0-2
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