LO3:Appreciate the role of customer relationship management in the success of an organisation.

2024-06-09 08:11:57

Assignment Brief

Course/Programme:

BA (Hons) Marketing Management

Level:

5

Module Title:

Consumer Behaviour and Relationship Management

Assignment title:

Group presentation

Assignment number:

Component 1

Weighting:

50% of overall module grade

Date given out:

-

Submission date:

17/12/2023

Eligible for late submission (3 working days, with penalty)?

No. It is a group presentation, and all members of a group must be physically present at the same time.

The presentations will take place in the last week of teaching. Groups can book slots with their lecturers during the classes.

Method of submission:

X

Online only

 

Online and paper copy

Special instructions for submission (if any):

Group Presentation – 15 mins

Date for results and feedback:

14/01/2024

Learning outcomes assessed

3. Appreciate the role of customer relationship management in the success of an organisation.

4. Develop a deep understanding on how to apply marketing theories and techniques in attracting and retaining customers, in order to create and manage customer loyalty.

 Assignment brief:

“Bank holiday weekend travel chaos as easyJet and British Airways cancel dozens of flights - with passengers furious at the airlines` `disgraceful` and `shambolic` customer service”

Calder, S. (2023) Travel chaos kicks off bank holiday weekend as British Airways and easyJet cancel dozens of flights Available online at: https://www.independent.co.uk/travel/news-and-advice/british-airways-easyjet-bank-holiday-travel-chaos-b2400173.html (Accessed: 10 October 2023).

Travel has become cheap and easy, but over the years, there has been many cases and issues in the news regarding customer services and complaint handling by these airlines. Low-cost airlines in the UK, like any other businesses, face various challenges related to customer relationship management (CRM). While the specific issues can vary based on the airline`s size, market, and customer base, there are some common CRM issues that low-cost airlines in the UK might face:

High Customer Expectations: Customers, regardless of the low-cost model, expect a certain level of service. If this level is not met, it can lead to dissatisfaction and negative feedback. Managing customer expectations while keeping costs low is a delicate balance.

Limited Personalization: Low-cost airlines often struggle with personalising customer experiences due to their high volume of customers. CRM systems might find it difficult to tailor services to individual preferences and needs.

Communication Challenges: Effective communication is crucial in the airline industry. Issues such as flight delays, cancellations, or changes in policies need to be communicated clearly and promptly. Failure in communication can lead to frustration among passengers.

Competitive Pricing Pressure: Low-cost airlines must maintain low prices, which can limit the funds available for CRM initiatives. Investing in advanced CRM systems and staff training might be challenging due to budget constraints.

Customer Retention: With multiple low-cost options available, customer loyalty can be a problem. Retaining customers in the long term is a challenge, especially when competitors are constantly offering tempting deals.

Social Media Management: Low-cost airlines are often discussed on social media platforms. Managing the airline`s image and addressing customer complaints on these platforms is vital for maintaining a positive reputation.

Task:

Read the above case looking at the source but also carrying out your own research, drawing on theories and concepts discussed in the class, analyse the current CRM strategies on any one low cost/budget friendly airline of your choice and recommend strategies to improve customer retention and satisfaction. You must carry out your own research and not rely on this information only.

It is vital for this assignment that use the relevant academic theories to support your argument. It also a requirement to make sure that the work is supported by relevant academic in-text citations and references.

Presentation Structure and Marking Guidance

To include

Weightage %

Introduction of the group members

 

Introduction  

• Introduction to the topic

• Brief overview of the topics that will be covered in the presentation.

10%

Understanding of the current Customer Relationship Management between prominent Low cost Airlines and their customers

• Discuss the current relationship. You can use the following airlines as examples:

Ryan Air

Easy Jet

LoganAir

WizAir

• Identify the current strategies used by your chosen company to maintain customer relationship and retention.

• Also, highlight major issues in the area

25%

Customer Relationship Management (CRM)-Related Theories and Application

Discuss the theories, you may consider the following:

Relationship Marketing Theory

Modern CRM theory etc.

  • Application of theory on the organization to improve CRM.
  • Any limitations of the discussed theories

25%

Recommendation

  • You must Support these recommendations by the theories you discussed earlier.
  • Provide strategies to tackle with issues related to checkouts and customers’ reactions
  • Recommend additional strategies to help improve the existing Customer relations.

Be creative!

25%

Conclusion

             10%

Reference list (where applicable)

Harvard referencing style must be used.

5%

Your work should be professionally presented and should put forward structured arguments supported by referenced academic sources throughout and using examples to illustrate your discussion.    In-text referencing is mandatory where applicable. 

Please note that without any academic referencing the work will receive a referral grade.

  • The groups can have maximum 5 students. The students’ names should be included in the slides they have created.
  • This group presentation carries 50% of the overall module grade.
  • This presentation will be for 5 mins for each group member.
  • Students are expected to include speaker notes in PowerPoint presentation in the ‘Notes’ section. All supporting arguments and relevant text should be included in the ‘notes’ area of PowerPoint presentation.
  • You will be graded individually on the part of the presentation you produce and deliver.

As with all assignments, this will be discussed and additional guidance provided during seminar sessions and tutorials.

Reference Citations 

In-Text Citation is mandatory for a pass grade

Recommended textbook: Hoyer, W.D., Macinnis, D. J., Pieters, R., Chan, E., and Northey, G. (2021) Consumer Behaviour: Pacific Edition 2nd edn  Victorria: Cengage

  • Cite references in the text with author name/s, year of publication, and page number in parentheses (“Harvard system”)
  • Author`s or editor`s surname. This could be an organization, e.g., BBC
  • Year of publication
  • Page number(s)
  • Enclose the whole citation in round brackets unless the author is the subject of the sentence, e.g., Hoyer et al. (2021, p.13) argue that...

Reference List (that includes relevant academic sources) is mandatory for a pass grade

 An example of Journal or E-Journal Article

Author surname(s), Initial(s). (Year) ‘Title of article’, Journal Name, volume number (issue or part number), page range. Available at: DOI or URL (Accessed: date)

Dutta, M. and Marjit, S. (2016) ‘Intra-country technology transfer’, Indian Economic Review, 51(1/2), pp. 117–127. Available at: http://www.jstor.org/stable/44376239 (Accessed: 27 May 2021).

Barke, M. and Mowl, G. (2016) ‘Málaga – a failed resort of the early twentieth century?’, Journal of Tourism History, 2(3), pp. 187–212. Available at: https://doi.org/10.1080/1755182X.2010.523145 

NB If viewing the article online, include the DOI if available OR URL + accessed date (Note: the access date is only included when using URL, NOT when using DOI)

TIP! If page numbers are unavailable - e.g., if you are using a source that is only available in an online format with no PDF, and if this is usual in your discipline - then they are simply omitted.

Make sure it is clear to the reader ‘how you know’ the things that you claim to be true , the things you have written about, where you read the same, where have you found your information? This means you need to reference sources that you use – think about acknowledging the contribution that others make and using evidence to support and strengthen claims that you make. All references should be presented using the Harvard format.

LO3:Appreciate the role of customer relationship management in the success of an organisation.

http://libguides.uos.ac.uk/friendly.php?s=academicskills/referencing  .

Assessment Format:

British English must be used. Check for consistent spelling of names, terms, and abbreviations, including in tables and figure legends.

Submission

Electronic copies must be submitted in PowerPoint format only (.ppt / .pptx) on Brightspace respecting the deadline. Please note that any other format (pdf or MS Word .docx files) will not be graded.

Useful guide

Presentation

Home - Presentation - ATK - Learning and Teaching at University of Suffolk (uos.ac.uk)

Referencing and Plagiarism

Home - Referencing and Plagiarism - Learning and Teaching at University of Suffolk (uos.ac.uk)

Further guidance will also be provided by the tutors during classes.

Employability skills

This module focuses on managing relationships with customers and service users will ensure that students consider the behavior of the customers and service users of the organisations in which they work. Whether working in marketing or another role in an organisation the module will ensure that students have an understanding of the importance of building and maintaining a relationship with customer and service users and an understanding of how this involves all aspects of an organisation. On successful completion of this module, a student will be able to demonstrate achievement of analyzing information and problem identification then developing a strategy for using skills in problem-solving, for a short-term relationship management problem or a longer term extended problem.

LO4:Develop a deep understanding on how to apply marketing theories and techniques in attracting and retaining customers, in order to create and manage customer loyalty.

Assessment Criteria:

Level 5

In accordance with the FHEQ, at the end of Level 4 students will be expected to have a sound knowledge of the basic underlying concepts and principles of a subject, and an ability to evaluate and interpret these within the context of that area of study. They should be able to present, evaluate and interpret qualitative and quantitative data in order to develop lines of argument and make sound judgements in accordance with basic theories and concepts of their subject(s) of study. They will have learned how to take different approaches to solving problems, and will be able to communicate the results of their study/work accurately and reliably, and with structured and coherent arguments.

 

 

Assessment category

 

Introductory knowledge and understanding of the basic underlying concepts and principles of the subject(s)

Cognitive and intellectual skills

 

Application of theory to practice (for programmes with a professional practice element)

Reading and referencing

Presentation, style and structure

Work that significantly exceeds the specified word limit may be penalized

 

Pass mark, demonstrating achievement of all associated learning outcomes

90%-100%

Excellent work showing flawless understanding of the basic underlying concepts and principles of the subject(s).

Insightful and accurate presentation, interpretation and evaluation of concepts or evidence, facilitating eloquent and proportionate development of judgements or arguments. Evidences a deep understanding of the subjects’ key stances

Sophisticated application of theory to practice, demonstrating insightful selection of theory and flawless application to practice

Insightful and effective use of a carefully selected range of relevant reading, including research-informed literature where relevant. Consistently accurate application of referencing.

Exemplary presentation of work that is fluent and flawless throughout.

 

80%-89%

High quality work showing fluent understanding of the basic underlying concepts and principles of the subject(s).

Excellent presentation, interpretation and evaluation of concepts or evidence, facilitating a highly logical, coherent and balanced development of judgements or arguments. Critiques a variety of stances meaningfully,

Excellent application of theory to practice, with all links fully appropriate and meaningfully applied.

Consistent engagement with a refined range of relevant reading, including research-informed literature where relevant. Consistently accurate application of referencing.

Highly effective presentation of work that is coherently structured and clearly expressed throughout.

 

70% – 79%

Commendable work showing detailed understanding of the basic underlying concepts and principles of the subject(s).

Effective presentation, interpretation and evaluation of concepts or evidence, facilitating a logical, coherent and balanced development of judgements or arguments incorporating multiple stances.

Effective application of theory to practice, with the student making highly appropriate and carefully expressed links between the two

Consistent engagement with a wide range of relevant reading, including research-informed literature where relevant. Consistently accurate application of referencing.

Well-formed presentation of work that is coherently structured and expressed throughout. Clear and logical

Level 4

Introductory knowledge

Cognitive and intellectual skills 

Application of theory to practice

Reading and referencing

Presentation, style and structure

Pass mark, demonstrating achievement of all associated learning outcomes

60% – 69%

Work of solid quality showing competent and consistent understanding of the basic underlying concepts and principles of the subject(s)

Good presentation, interpretation and evaluation of concepts or evidence, facilitating a logical and coherent development of judgements or arguments that shows awareness of other stances.

Sound application of theory to practice, with the student making appropriate, well-developed and articulated links between the two.

Engagement with a wide range of relevant reading. Sound application of referencing, with no inaccuracies or inconsistencies.

Competent presentation of work in terms of structure and clarity of expression.

50% – 59%

Adequate work showing understanding of the basic underlying concepts and principles of the subject(s), but lacking depth and breadth.

Adequate presentation, interpretation and evaluation of concepts or evidence, facilitating a largely logical and coherent development of judgements or arguments. An emerging awareness of other stances.

Consistent and accurate application of theory to practice, with the student making appropriate links between the two.

Engagement with an appropriate range of reading beyond essential texts. Referencing may show minor inaccuracies or inconsistencies.

Work is structured in a largely coherent manner and is for the most part clearly expressed.

40% – 49%

Simple factual approach showing limited understanding of the basic underlying concepts and principles of the subject(s). Narrow or misguided selection of material, with elements missing or inaccurate.

A limited use of concepts or evidence to support emerging judgements or arguments, although not always logical or coherent and with inaccuracies.

Relevant theoretical knowledge and understanding applied in practice, but with students not always making logical links between the two.

Evidence of reading, largely confined to essential texts, but mainly reliant on taught elements. Referencing may show inaccuracies and/or inconsistencies.

Ordered presentation in which relevant ideas / concepts are reasonably expressed.

 

Level5

Introductory knowledge 

Cognitive and intellectual skills 

Application of theory to practice

Reading and referencing

Presentation, style and structure

Marginal fail

35% - 30%

Weak work showing limited, fragmentary understanding of the basic underlying concepts and principles of the subject(s). Work characterised by inaccuracies, irrelevant material and/or absence of appropriate information.

Largely descriptive work, with limited effort made to use concepts or evidence to develop judgements or arguments. Information accepted uncritically, with unsubstantiated opinions evident.

Limited understanding of the application of theory to practice, with the student often not making appropriate links between the two.

Poor engagement with essential texts and no evidence of wider reading. Heavily reliant on taught elements. Inconsistent and weak use of referencing.

Work is loosely, and at times incoherently, structured, with information and ideas often poorly expressed.

Fail

20% – 34%

Unsatisfactory work showing weak and flawed understanding of the basic underlying concepts and principles of the subject(s), for example through serious inaccuracies, inclusion of a significant amount of irrelevant material and/or absence of appropriate information.

Descriptive work with no effort made to use concepts or evidence to develop judgements or arguments. Views expressed are often illogical, invalid or irrelevant. Minimal or no use of evidence to back up views.

Weak understanding of the application of theory to practice, with only occasional evidence of the student making appropriate links between the two.

Limited evidence of reading and/or reliance on inappropriate sources. Limited engagement with taught elements. Very poor use of referencing.

Work is poorly presented in a disjointed and incoherent manner. Information and ideas are very poorly expressed, with weak English and/or inappropriate style.

< 20%

Highly unsatisfactory work showing major gaps in understanding of the basic underlying concepts and principles of the subject(s). Inclusion of largely irrelevant material, absence of appropriate information and significant inaccuracies.

Work is largely irrelevant or inaccurate, characterised by descriptive text and unsubstantiated generalisations. Complete lack of evidence to back up views.

Very weak theoretical knowledge and understanding, with no evidence of appropriate application in practice.

No evidence of reading or engagement with taught elements. Absent or incoherent referencing.

Work is extremely disorganised, with much of the content confusingly expressed. Very poor English and/or very inappropriate style.

 

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