Customer Relationship Management


Coursework 1 – Assignment Specification

This is an Individual assignment and constitutes 50% of the unit mark and covers learning outcomes (all learning outcomes for the unit):

1 Understand the strategic issues associated with CRM initiatives.

2 Analyse customer needs and expectations by demonstrating the ability to integrate business, information, stakeholders, business processes and technologies into a coherent CRM deployment.

3 Provide an analysis of ethical and privacy issues towards the management of customer data.

Customer Relationship Management (CRM), as a concept, has gained significance over the past decade as a method to attract, retain and maximise profitability from each customer by businesses. You are to research the following topic in-depth:

Title: Operational, Analytical and Strategic CRM: do they exist?

As part of your report you are to evaluate the development of leads and customers as they relate to the CLV following any recognised customer life-cycle. You are to examine, in detail, how these interlink and form your conclusions based upon the research you have completed.

To achieve this, you must include at least 15 references from appropriate journals and reference these accordingly.

Submission Date and Hand in Requirements: 12 January 2018 through Turnitin ONLY.

There are mark penalties for late submissions.  (Corruption of computer disks is not an adequate excuse for late hand in, as work should be adequately backed up.)

Word Count: The word count should not exceed 1700 words (excluding references) but you may add to that additional information in the form of appendices and tables. Words that exceed the permitted word count will not read beyond the stated word count. A falsely stated word-count is an assessment offence.

Referencing requirements: All sources should be acknowledged and appropriately cited within your work, following the University’s approved referencing conventions. [APA 6th ed]

Formatting: Font size should be point 12 using an ‘easy to read’ font, for example Calibri or Arial. Line spacing must be set at 1.5 with 4 cm margins all round.  The Header must include your student number and the Footer must include a page number.

Marking and Feedback: Marking will be carried out in accordance with the marking criteria grid below and the University of Portsmouth grading criteria for UG level 5. Marks and feedback will be available through Turnitin, or by email, by 6th February 2017.

Marking Criteria GridFailure < 40%40 – 59%60– 69%First >70%
Introduction and background to topicLimited introduction not focused on aims of assignmentTopic well focused but introduction and context incompleteIntroduction clearly expressed; context well definedAs for good pass
Understanding of key issuesMinimal understanding of key issuesMain issues largely identified, but some lack of focusAll issues clearly understood, with some differentiation in terms of importanceIssues clearly understood and differentiated in terms of importance
Evidence of reading and/or choice of appropriate conceptsLittle evidence of reading or limited /inappropriate use of module material; unclear theoretical framework; important work uncited or key concepts ignoredEvidence of reading or appropriate use of module material but with some gaps. Literature /concepts adequately but not critically reviewed.Good critical literature review or well-justified choice of module material. Theoretical framework supports study.Demonstrates high level of scholarship.
AnalysisLargely descriptive; practically no analysis of central issues. Qualitative or quantitative data analysis inaccurate.Some critical analysis of central issues, but with some inaccuracies.Relevant and full analysisComprehensive and critical analysis of central issues.
Presentation and evaluation of evidenceSome evidence to support arguments but uncritical acceptance of material; poor or incomplete citation; unjustified conclusions.Appropriate evidence, generally assessed critically; weak interpretation of qualitative aspects; some gaps in linkages between evidence and conclusions.Full, critical assessment of discriminatingly selected material; some evidence of independent thoughtFull, critical assessment of discriminatingly selected material; evidence of independent thought; substantial individual insights evident
Marking CriteriaFailure < 40%40 – 59%60– 69%First >70%
Presentation:Structure, clarity, use of grammar, correct spellingPoor: lack of structure and clarity; grammatical mistakes; inadequate referencingReasonably clear presentation; reasonable referencing; few grammatical or spelling mistakesDemonstrates very good communication skills; accurate referencing; very few/no grammatical or spelling errorsExcellent communication skills; accurate referencing; virtually no errors; scholarly, well-organised treatment of material
Attainment of learning objectivesAttainment of few/none of the relevant learning objectivesAttainment of a good majority of the relevant learning objectivesAttainment of substantial majority of the relevant learning objectivesAttainment of nearly all of the relevant learning objectives