BM006-3-3 BCR Individual Assignment Page 1 of 6

This assignment requires you to draw on several areas of study within the Module. You
are expected to demonstrate and will be evaluated on the following outcomes.

1. Demonstrate knowledge and understanding of the concepts, principles and practices

of relationship marketing (RM).
2. Develop coherent lines of argument and suggest informed solutions to business
scenarios relating to RM.
3. Demonstrate the ability to utilise methods of enquiry in a marketing and operations
context.

THE REQUIREMENTS

You are required to produce a 2,500 word Individual Report based on any ONE of the
following websites:

i) http://www.bedbathandbeyond.com
ii) http://www.kawasaki.com
iii) http://www.toyota.com
iv) http://www.quiznos.com
v) http://www.jcodonuts.com
vi) http://www.mi.com/en

PART A
This section should contain a critical analysis of the chosen company/product. These
include Competitive Analysis (assessment of the strengths and weaknesses of current
and potential competitors. This analysis provides both an offensive and defensive
strategic context to identify opportunities and threats), Acquisition & Retention
Strategies (how the company uses the website to attract and retain customers) and best
practices in customer relationship (identify software, products and services, and
innovative ideas in CRM today).

Level 3 Asia Pacific University of Technology and Innovation 201807

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PART B

Questions:

The concept of Relationship Marketing (RM) can be best demonstrated by the practices
of E-commerce today.

1. Based on ONE of the websites above, discuss how the innovation of relationship
marketing practices by E-commerce entities (Internet) is changing the market
place as we know it.

2. Clearly discuss the shift from mass marketing to one-to-one marketing and its
effectiveness.

3. You have to make at least THREE (3) Customer Relationship Management

recommendations to improve your chosen website.

** NOTE TO PART A & B – https://www.kdnuggets.com/websites/crm.html

Links for useful information

FORMAT AND STRUCTURE

Following is the recommended structure for your assignment.
 Cover page
 Executive Summary
 Table of Content page
 Answer to the question with headings and subheadings
 References
 Bibliography (if applicable)
 Appendices (if applicable)

The assignment cover page should contain information as stated below in order:
 APU Logo
 Module Name and Code
 Assignment Title
 Assignment Description (Individual Assignment)
 Intake Number
 Hand out and Hand in dates
 Lecturer’s Name

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You are to use the following format for writing the assignment.
 Font type: Times News Roman
 Font size: Heading – 16pts, subheading – 14pts, normal writing – 12pts
 1 and half line/vertical spacing
 Captions and sources of information are to be presented for each diagram, chart, and
table used in your answer.

REFERENCES AND CITATIONS

 References and citations are to be written according to the Harvard Referencing
System.
 Ensure the format you use for writing your citations and references is consistent
throughout the document.
 Ensure each citation has its corresponding reference and each reference has its
citation in the assignment.
 In the Harvard Referencing system, no bullets or numbering is allowed in the
references. However, you will need to present the references in the ascending
alphabetical order (i.e. from A to Z)
 In order to obtain Credit or Distinction for this assignment, you are to make
reference to quality sources of information such as textbooks, articles from academic
journals (which can be obtained online or offlline), newspapers, magazines and/or
professional publications. This is to show academic rigour when researching for
information rather than making use of information from general websites only as it
does not give evidence of much research effort.

WORD PENALTY
A sliding scale of penalties for excess length will be imposed according to the amount by
which the limit has been exceeded. Your word count must be indicated on your cover
page.

Word Count Penalty

2,501 – 2,600 No penalty
2,601 – 2,700 10% penalty of the total mark
2,701 – 2,800 20% penalty of the total mark
2,801 and above Marks will be capped at a pass (i.e. 50%)

Words in diagrams, charts, tables, captions, citations, references, executive summary,

content page and appendix are not considered into the word count.

Level 3 Asia Pacific University of Technology and Innovation 201807

BM006-3-3 BCR Individual Assignment Page 4 of 6

MARK ALLOCATION

No. Criteria Marks Allocated

1. Part A 45
2. Analysis and Evaluation Question 1 15
3. Analysis and Evaluation Question 2 15
Analysis and Evaluation Question 3 15
3. Overall Performance 10
Total 100

PERFORMANCE CRITERIA

No. Assessment Grade Performance Criteria

Criteria
Fail Very limited number of quality reference made.
0-15 Many critical issues, concepts and theories as
well as pertinent areas for evaluation are missing
in the answer.
Failure to display a wide breadth of
consideration. This is evidenced by the lack of
citations used in the answer. This is more
obvious when each section uses the same
citations or there are only a few citations
presented in overall assignment answer.
Answer given has no or very little relevance or
reference made to the context established by the
question.
Knowledge, Marginal Limited number of reference made or most the
Understanding Fail references are not from quality sources.
1. and 16-19 Failure to make reference to the given scenario
Application – or context.
40 marks Pass Adequate number of reference used but the
20-27 quality of the references lack academic depth.
Some inaccuracy in the facts given or there are
signs of logical flaws that may indicate lack of
understanding of the applied concepts and
theories.
Some weaknesses of irrelevancy where there are
doubts with regards to the application of the
right concepts and theories to the given scenario
or context.
Some reference was made to the context of the
question but overall the answer given appears to
be generic information.
Credit Comprehensive research are shown and a wide

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28-35 breadth of concepts and theories used supported

by evidence of extensive reference to quality
sources of information.
Concepts and theories used are relevant to the
given scenario or context.
Distinction Exceptional referencing shown; quality sources
36-40 of information are used.
Clear, relevant and accurate application of
concepts and theories to the given scenario or
context.

No. Assessment Grade Performance Criteria

Criteria
Fail General failure to show depth of analysis and
0-11 evaluation; most of the work appears to be ‘copy
and paste’ with little attempt to analyse the
concepts and theories and make comparison
among the works of different authors.
This is highly evident when the overall answer is
highly descriptive and shows lack of originality
and independent thinking.
Answer appears to be highly fragmented and does
not show coherent flow and relationship.
General failure to consider the pros and cons of
issues, theories, and suggestions where required.

Marginal Some analysis and evaluation are made but they

Fail lack the necessary depth to qualify for a pass.
Analysis and 12-14
2. Evaluation – Pass Adequate analysis is made but lack evidence of
30 marks 15-21 comparison of concepts, theories and ideas.
Some evaluation is provided but is limited or the
overall evaluation seems generic.
Credit Comprehensive analysis and evaluation are
22-25 provided.
This is evidenced in answer with multiple
citations made in one paragraph or one statement
that give an indication of the students’ effort to
analyse the similarities and differences of
different concepts, theories and ideas.
Objective, sound and balance assessment of the
pros and cons of issues, theories, and ideas is
presented.
Distinction Exceptional analysis is provided with in-depth
26-30 explanation of the different component within a
theory or idea together with evidence showing

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how these components connect to each other.

High level of evaluation is shown supported by
the relevant views and arguments of different
authors from quality sources.

Important note: Students will lose a significant amount of marks for both
‘Knowledge, Understanding and Application’ and ‘Analysis and Evaluation’ if no
citations are given despite having references written at the end of the document. This is
due to the difficulty of the marker to assess what external ideas have actually been used
and the problem to verify the extent of the information used to determine the originality
of writing exercised by the students.

Furthermore, students can be reported for suspected plagiarism for the failure to
acknowledge the relevant authors and their information when citations are not provided.

OVERALL QUALITY OF THE WRITTEN ASSIGNMENT

For the criterion of ‘Overall Quality’, 30 marks will be allocated for high quality of
overall answer with clarity of writing, coherent flow of information, good use of
language, good presentation, consistency in format, and no or minimal spelling and
grammatical mistakes.

Marks for this criterion will be penalised for the following. The amount of marks
reduced will depend upon the severity of the mistakes made.

1. Inappropriate use and non-use of punctuation

2. Inappropriate use and non-use of capital letters
3. No page number indicated on the pages of the written assignment
4. No page number provided on the content page
5. References without its corresponding citations shown
6. Citations with no references written
7. Inconsistent use of font type and font size
8. Inconsistent line spacing
9. No appropriate sections and subsections given
10. References are not arranged in alphabetical order
11. Bullets and numbering are presented in the referencing where it is not necessary
following Harvard format
12. Inconsistent and inappropriate format used in presenting the citations
13. Inconsistent and inappropriate format used in presenting the referencing
14. No captions is provided for diagrams, charts, tables, pictures and photos
15. Spelling and grammatical errors
16. Missing sections

However, please take note that the above is not an exhaustive list.

Level 3 Asia Pacific University of Technology and Innovation 201807