You are encouraged to submit the Group Assignment before the due date.
If you are going to be away at any time before the assignment is due you must make suitable arrangements with your team members to ensure satisfactory completion of your input to the assignment.
The assignment will be marked within two weeks of submission date.
Final marks for this Course will be sent to you by the University Administration after they have been approved by the Head of School. As per University rules, they cannot be advised by other means.
As specified in this course outline
Group size may be dependent on the number of students enrolled in a course. Groups will be a maximum of 5 people.
Any required summaries of readings must be printed and handed in to the instructor before the start of each class
Individual Assignment (15%)
This is a self-paced Harvard Customer Focus online tutorial, which takes approximately 4-5 hours to complete including summarising 3 readings. if you get an unsatisfactory score the test may be retaken. Details of the tutorial will be available on Moodle.
Group Assignment (30%):
Topic: Relationship Marketing Six Markets Analysis
The purpose of this assignment is to apply the concepts of Relationship Marketing to a major enterprise. You should use a large organization for your analysis, e.g., a bank (e.g., Westpac), a car manufacturer (e.g., Ford), an insurance company (Zurich Financial Services, a ‘Big 4’ accounting/professional services firm (e.g., KPMG), electronics firm (e.g., Sony, Samsung), etc.
You should form a group in the first class and propose two suggested enterprises for the group assignment to the lecturer by the end of the first class.
Your analysis should broadly include the following:
- Identify the major groups or segments within each of the six relationship markets for the selected firm. Discuss their importance (30%)
- Show and discuss existing emphasis on six markets on the Relationship Marketing Radar chart (10%)
- Show and discuss proposed emphasis on six markets on the Relationship Marketing Radar chart (10%)
- Repeat steps 2 and 3 for key segments/groups within each market (20%)
- Produce detailed recommendations for improving Relationship Marketing including key issues and actions that need to be addressed and where the most significant pay-off will be? (Cost/benefit ranking) (30%)
Marks will be generally allocated as shown above:
You will present your assignment in a slide presentation in the last class. However it will be the written assignment that will be marked, not any presentation.
Good Luck! I hope you enjoy this assignment and find it a useful and interesting learning experience.
Reflection and Participation (20%)
Active reflection and participation is an important component of this course. All students are expected to take the initiative to participate in class discussions. A critical component of the skills of both post-graduate students and effective managers is their ability to reflect and synthesise information over time. Therefore this element of assessment is designed to assess your ability to not only discuss issues intelligently and contribute to class discussion, but to reflect on the nature of class discussions and activities, the insights gained from undertaking readings and from observation of relevant marketing issues that emerge in the popular or business media. This will also include your ability to discuss intelligently and contribute to class discussion of case studies, designated readings and questions from the course lecturer.
Each student is required to submit a brief 3 page memo (1.5 spacing; 12 point font) to the course lecturer detailing both (1) your reflections and learning from the course and (2) details of your individual class participation in the course (i.e. your contribution to the discussion and case studies, not just being there!)
You should therefore keep a brief class-by class log of your involvement each week. This must be emailed to the lecturer by the due date.
Part of your participation involves you bringing and using a name card in every session. This is especially important as we will have a number of visiting guests speaking on the course. In the event you do not have your usual name card with you for a particular class, please make up a temporary one for that class.
A take home exam will test your knowledge of key RM/CRM.