2. Understanding Customer Relationships Bob Hogg Senior Examiner Assignment brief December 2013 / March 2014

3. Presentation title Agenda for this presentation Choosing an organisation. General guidance on undertaking the assignment. A look at the individual tasks. Presenting your assignment. Summary.

4. Presentation title Choosing an organisation If you are working in an organisation: It probably makes sense to use that organisation. If you are not working in an organisation: A local business that you know well. Large well-known company. Your CIM Study Centre. Times 100 Business Case Studies. (businesscasestudies.co.uk )businesscasestudies.co.uk

5. Presentation title Undertaking the assignment The generic mark scheme. Using the theory you have learnt. Key command words and how to handle them.

6. Presentation title Generic Mark Scheme Evaluation 15% Presentation 10% Application 30% Concept (i.e. Theory) 45%

7. Presentation title Using the theory you have learnt Gaining knowledge of marketing theories and principles is only of value if they can be used to: Identify what an organisation has been doing in the past. Analyse how effective that has been. Evaluate options for what it should do next.

8. Presentation title Understand the Command Words Identify: A simple list of items. Explain: More detail on the reasons for your choice. Describe: Give a detailed account of the topic. Outline: Summarise the main features or issues. Analyse: Examine the topic using thoughts and judgement. Evaluate: Assess the value of something. Recommend: Make clear proposals supported by justification of why they are appropriate.

9. Presentation title Individual Tasks: Task One Identify TWO key external customer groups for the organisation and briefly explain their importance. Describe what information the organisation should collect into the customer database in order to increase sales opportunities with these TWO customer groups. Identify sources of this information and explain why some sources may be more reliable than others. Explain, using an example, ONE way in which the information collected could increase sales to ONE of the customer groups identified.

10. Presentation title Individual Tasks: Task Two Identify ONE of the key external customer groups from Task One and explain why you have selected that group. Describe FOUR promotional activities available to marketers to communicate with customers and evaluate their effectiveness in increasing sales to the identified group. Recommend a direct marketing campaign designed to increase sales to the key customer group identified. Identify TWO ways of measuring the effectiveness of the direct marketing campaign (other than the increase in sales).

11. Presentation title Individual Tasks: Task Three Identify different departments in the organisation that have contact with customers and briefly describe the reason for that contact. Recommend a customer care programme to ensure that customers receive the level of service they are looking for from all of these departments. Describe TWO methods the organisation can use to collect customer feedback about the level of service they have received, and explain why these methods were chosen.

12. Presentation title Individual Tasks: Task Four Describe the communication process, using a model of your choice. Identify TWO occasions when communication with colleagues was misinterpreted and analyse why that happened using your chosen model. Outline how you could improve your communication approach in future in ONE of the following situations: Telephone conversations. Face-to-face discussions. E-mail dialogue.

13. Presentation title Format and presentation marks Relevance to tasks. Use of supporting concepts and frameworks. Professional tone. Required format.

14. Presentation title How to help the examiner give you marks Answer the task, the whole task, and nothing but the task. Clearly indicate relevant theory from the course. Apply the theory to the real world. Make it easy for examiners to find what they are looking for. Avoid subjectivity and avoid use of the word “I”. Present neat work. Use simple and clear business English.

15. Presentation title Summary Make sure you understand what the task is asking for: –Read the guidance notes for each task! Follow the command words: –They are there to help you! Make sure the examiner can find what they are looking for: –Write professionally. –Lay your work out clearly with relevant headings and sub- headings.

16. Presentation title And finally......enjoy undertaking your assignment – and good luck!