theese assignment is about the the organistion which im working for to apply marketing concepts to employing organisations
i can send the Teaching Materials which i had at the class and give more details also i want the recommended reference which my teacher asked for please have a look and feel free to send me an qustion
BM2401 Marketing Management 2
Assignment: Customer Care
Aims:
1. To enable students to apply marketing concepts to employing organisations.
2. To allow students to demonstrate their understanding of Customer Care principles that underlines such schemes.
3. To evaluate the potential success of students in analysing customer care schemes in their own organisation (where existent), and recommend a customer care programme that should be adopted, with sound reasoning and explanations
Format:
The assignment must use a “Business Report Format”, with each main section addressing the key tasks described below. It is expected that about 2/3rds of the main body will be devoted to Task 3, below.
Word limit: 4500 words. An indication is given after each task as to the recommended word count for each task.
Students will be encouraged to use the Appendices section to attach detailed research and information that supports the content in the main sections of their report.
Sources of References must be provided.
Tasks
1. Many service organisations argue that customer care through its service provision is a way of creating competitive advantage.
Within a background where customer service issues are changing, explain the major benefits of being a “customer-centred organisation. Additionally, show how these benefits could apply to your organisation and its key customers, patients, etc. (words: 750)
2. Creating an excellent service requires a clear strategy by organisations.
Explain how organisations can implement a service excellence strategy and draw up an action list that would apply to your organisation, with terse explanations for each item in it. (words: 750)
3. It is recognised that in order to provide excellent customer service a major and continuous programme of training and development of staff is required.
a) State the importance of training and development in order to create excellent customer care service for both managers and customers of the providing organisation.
b)
Explain the objectives of training and development schemes to create excellent customer service, including the methods that would best establish these.
c) For your employing organisation, draw up a statement of objectives for a training and development programme to create excellent customer care Next, provide an action plan to implement it, with clear explanations for each stage in it. (word: 3000)
Assessment Criteria and Mark allocation:
1. Report that meets the highest standard in terms of:
Overall presentation; structure; adheres to the accepted conventions of a Business Report – Executive Summary; Contents, Introduction, Main Body, Recommendations and Conclusions, and Appendices. Appendices items must be relevant and back-up key arguments and work presented in the main body. References must be given in the Appendices Section.
10 Marks
2. Skills:
· Communication:
· Obtaining relevant sources of information;
· Cognitive skills – thinking; analysis; critical thought; application of marketing concepts;
· Problem solving
10 Marks
3. Task Content: 80 Marks
There are 3 tasks but are broken down as follows:
Tasks |
Criteria |
Marks |
1. Major benefits from using a customer care system to the provision of services: a. Organisation b. Customers c. Applying to own organisation and its customers |
a. At least 5 major benefits to be given b. At least 5 major benefits to be given c. Well-argued and illustrated examples for a & b above |
5 5 5 |
2. Implementing a “service strategy” – 15 Marks |
a. Each major element is stated clearly. b. Action plan for own organisation, with clear explanations given for each. |
5
10 |
Task 3 – 50 Marks a) Importance of training and development for both managers and customers b) Its objectives c) Action Plan for own organisation |
a) A variety of reasons must be given, with rationale for each b) i. Objectives and ii. how they are determined, both internally and externally c) Students would be expected to list at least 15 major steps, with good justification. Tabular layout might assist here. |
8 8 4 30 |
TOTAL: 100 Marks
Degree in Business and Professional Administration
Module Descriptor
Level: 5
Credits: 15
TITLE:
Marketing Management 2
Aims
The aims of the module are to:
·
describe the basic marketing concept and how it applies in the business environment and work organisations
·
demonstrate a variety of market research techniques
·
describe the segmentation of markets on appropriate bases; the definition of targets and relevant positioning techniques
·
analyse the elements of the marketing mix and the role of different elements in achieving marketing objectives
·
Use marketing concepts by applying them to help analyse and solve marketing-related problems
Learning Outcomes
On successful completion of the module, students will be able to:
·
write a coherent marketing plan for their own organisation within the context of its operating environment
· describe the relevance of the ‘marketing mix’ to their own organisation
·
demonstrate how IT may be used for decision making and planning in the marketing effort of their own organisation.
Curriculum Content (Indicative)
Marketing analysis.
Market research: qualitative and quantitative methods.
Segmentation, targeting and positioning.
Pricing decisions.
Marketing planning processes.
Marketing Applications.
Assessment Strategy
An individual assessment: This will comprise of a marketing report to be agreed by the module leader after consultation with Network Marketing lecturers
.
This could vary according to the employment background of students and will allow them to apply key marketing concepts in solving a challenging set of tasks relevant to their employing organisation. The template assignment will focus on a key feature of designing and providing “Customer Care” as a part of service provision.
LEARNING OUTCOME On completion of the module, students will be able to: |
ASSESSMENT STRATEGY |
||
1. Demonstrate an understanding of basic marketing concepts and how it applies in the current organisational environment |
Terminal Assessment: An Individual Report on a given marketing problem |
||
2. An awareness of a variety of different qualitative and quantitative marketing research techniques and be able to assess their suitability for resolving research problems, especially to marketing issues relating to the employing organisation in which the student works. |
Ditto |
||
3. Ability to analyse service provision within the employing organisation that have a key marketing basis to them. |
|||
4. Demonstrate the ability to write a realistic, coherent marketing plan after conducting a comprehensive analysis of the market, setting achievable objectives |
Major Categories of Assessment
A single piece of work involving a Marketing Report on a issue relating to the student’s employing organisation, e.g. Customer Care.
Marks: Up to 100.
.
Bibliography (Indicative)
Core Reading
FDBPA Marketing Supportive Text (2002) Kingston University
Recommended Reading:
Brassington, F., & Pettit, S. (2004). The Essentials of Marketing, (1st Edition), Prentice Hall.
Blythe, J. (2004). Essentials of Marketing. (3rd Edition) Harlow, Prentice Hall.
Jobber, D. (2004) Principles and Practice of Marketing (4th Edition). McGraw Hill.
Cook, Sarah (2008). Customer Care Excellence: How to create an effective customer focus, (5th Edition) Kogan Page.
Kotler, P., Keller, K.L., Brady, M., Goodman, M. R.V., Hansen, T. (2009) Marketing Management, (1st Edition) Pearson.
Journals available in the Learning Resources Centre and accessible online
European
Journal of Marketing,
Journal of Marketing,
Journal of Marketing Management.