Coursework 2 – Digital & Social CRM An Implementation Strategy for Amazon

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disulfiram to buy uk Section 1: Digital and Social CRM Literature Review

Technology has transformed the world of marketing through the emergence of digital marketing. Businesses across the world are in a race to get closer to where customers are: the social media. According to Statista (2020), there Facebook is the most famous social media platform with approximately 2.5 billion active monthly users. YouTube and WhatsApp come second with 2 billion active monthly users. The implication suggested here is that contemporary customers are congregating on social media. Hence, it is incumbent of marketing managers to employ strategies that can enable them to reach these customers in the most convenient way for both parties (Baird & Parasnis 2013). In a recent study by Fjellström and Osarenkhoe (2019), the authors highlight the fact that customers have increased their expectations of business communication. For example, they expect almost instant feedback regarding their inquiries, lest they turn to lose interest and turn to the next available substitutes on social media. This shows that digital marketing has become an indispensable part of modern-day businesses…………………………

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PROVISIONAL SUBJECT TO EXTERNAL EXAMINER APPROVAL
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COURSEWORK 2
Learning Outcomes (LO) to Be Assessed:
LO3. Make recommendations on how an organisation can improve its CRM performance and profitability LO4. Develop problem solving and decision-making skills
Module Title: Customer Management
Module Code: MARK3014
Assignment Title: Coursework 2
Weighting: 50%
Module Leader: Dr. Nurdilek Dalziel
Length: 1,500 words (+/- 10%)
Assignment Timetable:
Date Set: 2 September 2019
Submission Date and Time: Friday, 3rd April 2020 at 12pm (via Turnitin)
Expected Return: 6 May 2020

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Instructions to Students
This is an individual report of 1,500 words plus references, tables, graphs and appendices (if applicable), which is to be submitted via Turnitin.
Having designed a sustainable customer management strategy for the organisation (Coursework 1), you are asked to apply digital and social CRM to enhance the organisation’s relationships with its customers.
You are required to structure your report around the following headings:
1) Title Page (title of the report, student number, module name & code, tutor name, submission date, word count) (Title page is not weighted.)
2) Digital and social CRM literature review (750 words; max. 50 points)
In this literature review, you are expected to demonstrate your engagement with the module materials and an understanding of developing & enhancing customer relationships through digital and social CRM. The following questions may be helpful in structuring this section:
a) Defining digital and social CRM
b) Comparing and contrasting digital and social CRM with traditional CRM
c) Benefits and challenges of digital and social CRM from the perspectives of organisations and customers
3) Recommending a digital and social CRM strategy (750 words; max. 50 points)
This section should be informed by your discussion in Coursework 1 and the literature review above. Based on this analysis and knowledge, recommend a digital CRM strategy and a social CRM strategy to the organisation in light of a particular (individual or business) customer segment (if applicable). Your discussion can include the management of customers on social media, the use of automation to enhance organisation-customer interactions or customer value, experience, and the concepts such as data warehousing and data mining.

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7) Reference List (not weighted)
A full list of references of all sources (whether academic or industry-based) must appear at the end of your assignment, written in DMU Harvard Referencing Style. Further information can be found here: https://library.dmu.ac.uk/harvardguide
Sources must also be indicated clearly in the main text, as they arise. You must not copy material directly from any source word for word without acknowledgement, and neither must you paraphrase material from any source (academic or business) without acknowledgment. To do so is ‘plagiarism’, which is a serious academic offence.
Very important: this report must be entirely your own work and no-one else’s.
8) Appendices (not weighted)
You should enclose the Organisation Summary that you submitted along with your Coursework 1.
Organisation Summary is not weighted; yet if the table is not provided with the required information your coursework is likely to fail. This is because the information in the table is crucial to evaluate the soundness of your report.
Other Guidance Notes
We are looking for evidence that you have understood and integrated the module content and are able to apply that knowledge to the construction of coherent arguments in the analysis of the organisation you have chosen to focus upon.
➢ Please use ‘1.15 lines’ spacing and 11-point Calibri.
➢ Report needs to be structured well, professional looking, clearly expressed points in English, adopt careful punctuation and appropriate use of paragraphs (including the choice of terminology, spelling and grammar).
➢ The appendices you include in the report should be relevant. Materials that appear in the appendices must be referred to and commented upon in the main text, otherwise they will not be counted towards your grade. Appendices should not be treated as an extension of the main report.

PROVISIONAL SUBJECT TO EXTERNAL EXAMINER APPROVAL
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Coursework 2 Rubric
MARK3014: CUSTOMER MANAGEMENT FEEDBACK SHEET
Coursework 2 (Weighting: 50%)
Student Name:
Student P Number:
Mark Awarded

Report format
Word count Appropriate use of appendices

Criteria
Very poor
Poor Somewhat fair
Fair Good Very Good
Excellent
5. Digital and social CRM literature review (750 words) You should demonstrate your engagement with the module materials and an understanding of developing & enhancing customer relationships through digital and social CRM. The following questions may be helpful in structuring this section:
a) Defining digital and social CRM
b) Comparing and contrasting digital and social CRM with traditional CRM
c) Benefits and challenges of digital and social CRM from the perspectives of organisations and customers

PROVISIONAL SUBJECT TO EXTERNAL EXAMINER APPROVAL
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