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Title: The Role of CRM and Marketing Research in Modern Marketing Strategies
Instructions: Write a 1500-word essay that addresses the learning outcomes listed above. Your essay should demonstrate a comprehensive understanding of the topics and include references to published marketing reports to support your arguments.
Tasks:
1. Key Concepts in Customer Relationship Management (CRM)
o Explain the relevance of key CRM concepts such as loyalty, customer lifetime value, and retention.
o Discuss the key challenges faced by marketers in managing customer retention and experiences. (25% of total mark)
2. Roles of Primary and Secondary Data in Marketing Research and CRM
o Explain the roles of primary and secondary data in marketing research for obtaining CRM input data.
o Discuss the types of qualitative and quantitative data collection methods used for marketing research and CRM purposes. (35% of total mark)
3. Role of CRM Data and Metrics in CRM Implementation
o Examine the role of CRM data and CRM metrics (e.g., customer lifetime value, customer retention rate) in the implementation of a CRM approach.
o Use examples (minimum 3) from published sources such as marketing reports (e.g. Mintel) to illustrate how CRM data and metrics are applied in real-world scenarios.
o Evaluate your examples of CRM approaches and the use of CLV metrics by real-world companies. (40% of total mark). (Evaluation goes beyond mere description and it includes both positive and negative aspects of CRM examples you use).
Guidelines:
· Your essay should be well-structured, with a clear introduction, body, and conclusion.
· Use headings and subheadings to organise your content according to the learning outcomes.
· Support your arguments with references to published marketing reports and academic sources.
· Ensure proper citation and referencing in Harvard style.
· Proofread your essay for clarity, coherence, and grammatical accuracy.
Submission:
· Submit your essay as a Word document or PDF file to Turnitin.
· Include a title page with your name, student ID, course title, and date of submission.
· Please follow these formatting guidelines: Font / Size: Arial or Times New Roman 12; Spacing: 1.5; Margins: At least 2.54 to left and right and text ‘justified’.
Assessment Criteria:
· Demonstration of understanding of the key concepts.
· Depth and relevance of the discussion.
· Use of appropriate examples and references.
· Clarity and coherence of writing.
· Proper citation and referencing.
Detailed assessment criteria are listed at the end of this document.
Good luck with your essay! If you have any questions or need further clarification, feel free to ask me during workshops, via email or come and see me during office hours Mondays 13.30-14.30 and Tuesdays 11.30- 12.30. My office is in Alun Building room 3.01, third floor.
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