LaTrobe Business School Department of Management and Marketing College of Arts, Social Sciences and Commerce 1 0 Assessment 2 Subject Code: MKT5CRM Subject Title: CUSTOMER RELATIONSHIP MANAGEMENT Teaching Period: Semester 1, 2017 Location(s): Bundoora Due Date: Session 11 – Saturday 20 May 2017 by 1am Worth 40% of semester mark Submission Method: A Digital copy must be submitted to Turnitin by due date Title of Assessment: Assessment 2 Integrated CRM Strategy Plan Volkswagen Australia Time: 2500 words (+/- 10%) Worth: 40% Referencing: Harvard Style Referencing Individual Assessment: This is an individual assessment Assessment Criteria: Please refer to LMS for Grading Criteria/Rubric Students must research Volkswagen Australia. Students are to write an Integrated CRM Strategy Plan in Report Format. Students are strictly forbidden to contact either the organisation or any of its employees for the purpose of this assignment, whether formally or informally. Furthermore, no student should be employed by the organisation selected in a management role. Based strictly on secondary information ranging from websites, press releases and industry publications among other sources, students should describe the CRM approaches used by the selected organisation and compare it to competitors and other relevant companies. The sections of the report should include: Please refer to the rubric for the assessment breakdown. Title Page Table of Contents Introduction Purpose of report Structure of the report Company Overview General information about the company. Recent customer relationship initiatives or issues. Conceptual background Use Customer Relationship theory to demonstrate the importance of customer relationship management and applications of CRM. Discuss two relevant theory models. LaTrobe Business School Department of Management and Marketing College of Arts, Social Sciences and Commerce 2 0 Analysis Use the two relevant theory models in the ‘conceptual background’ and evaluate them to the company. Use company information, theory from the text book and journal articles, industry information. Findings Present the company the CRM related information you have found. Present your findings using the relevant information within the ‘analysis’ section. Recommendations Make recommendations for improvement to the company. Conclusion Sum up the document. Harvard Referencing, Writing Style and Formatting Excellent range of sources. Many high-quality sources (e.g. over 5 of theory & industry). Sources consistently well used to support ideas with excellent use of paraphrasing & citations. Presents references consistently and clearly. Vocabulary and syntax are consistently appropriate for a professional document. Explanations are very clear and there are no noticeable grammar or spelling errors. Clear evidence of good editing to produce succinct and clear information. Within the word limit. Professional, clearly and consistently presented, appropriate for business. Effective heading and font style and well-spaced content. Very effective use of bullet points, tables, diagrams and images.