Assignment Briefing Module Name Winning and Retaining Customers Assignment Title Plan for Creating Value Word Count/Time allocation (for presentations) 2500 words (excluding executive summary, references and appendices) Assignment Task Understanding the process by which organisations acquire new customers and retain existing ones is important in ensuring survival in the long term. You are tasked with producing a 2,500 word (max) report discussing and justifying which theoretical marketing concept (relationship marketing, service dominant logic, business networks) best explains how your organisation (the one that you currently work for or an organisation of your choice) can create value for their customers. You need to choose and discuss only ONE theoretical concept. Having completed this first task you will then need to design EITHER a full Customer Relationship Management (CRM), OR Key Account Management (KAM), OR Social Media, OR Multichannel Marketing programme showing how it can be used by your organisation of choice to win and retain customers.2 Allocation of Marks Allocated Marks The report should consist of the following (marks for each section are shown): You will be expected to:  a) Provide definitions of the relevant theoretical concept and justifying its relevance to the organisation selected.   b) Review and provide examples within the selected organisation as how the theoretical concept explains the creation of value to customers.   c) Justify CRM or KAM or Social Media or Multichannel Marketing as methods for winning and retaining customers.  d) Design a full CRM or KAM or Social Media or Multichannel Marketing initiative appropriate to the specific organisation in winning and retaining customers.  Up to 10 additional marks will be awarded for the quality of referencing, report writing, style and presentation. Assignments must be submitted in report format with title page, executive summary, contents page, page numbers and numbered sections. Reports must be no longer than 2,500 words (excluding executive summary , references and appendices). Harvard referencing must be used. 20 20 10 40