In today’s increasingly competitive market environment, ‘The Total
Customer Experience’ remains as one domain where marketing strategies and
actions can secure a sustainable business future through effective brand
positioning that is supported by relevant marketing value based
With reference to this statement, select an organisation where
significant improvements can be made to the total customer experience and
then show where and how justified changes can be made.
Attention should be given to:
1. The adoption of the marketing concept as a working business
(What is marketing communication, How well has your marketing department
has adapted. I it a market oriented firm?)
2. Understanding Customers and Segmenting Customers.
(Do they understand customers, B”B, B2C, org. Behaviour, give examples of
improving segmentation, positioning etc.)
3. Analysing Needs, Wants, Values and Expectations of Customers.
(Consumer Buying Behaviour, Do they strike to improve the change , needs
and wants of customers.)
4. Creating Customer-based Value Propositions for Customer Segments
(Do they really understand their needs they change all the time. Create
customer based proposition. Price for each segment. E.G. Blockbuster
didn’t once they were successful but then stayed in Cashcow, The world
changed. PLC moved on but they didn’t.
5. Managing the Customer Experience through Relationship Marketing &
(Do they have loyalty card systems, Customer data base loyalty programme,
customer relationship form, long-term relationship customer care
6. Reinforcing the Organisation’s Identity (or Brands) through changes
to the Marketing Mix Variables.
(Branding, what does this meanto ppl. Does it have an image. Brand
propostion is it clear, vision and values.
7. Research Requirements for the Organisation to track the Total
(Do they use Research Marketing. How is the total customer experience).
8. The Outcomes from becoming more Customer Centric
• For each of the above areas, the existing position should be stated
and then desired position be projected so that the MBA student has
clarity about where the organisation is now and where it needs to be to
achieve relevance in a highly competitive market environment.
• The purpose of the discussion paper is for the marketing team to
reflect, discuss and agree on agenda of items for change.
The discussion paper will contribute 3600 words and 80% of the marks,
allocated equally between the above 8 parts, 20% of marks and 400 words
will be devoted to:
1. A research plan to show how the assignment was tackled.
2. Evidence Sources and Literature used as a basis for the discussion
• The submission of your work assessment should be organized and
clearly structured in a report format.
• Maximum word length allowed is 4000 words, excluding words in
charts & tables and in the appendixes section of your assignment.
• This assignment is worth 100% of the final assessment of the
• Student is required to submit a type-written document in
Microsoft Word format with Times New Roman font type, size 12 and line
• Indicate the sources of information and literature review by
including all the necessary citations and references adopting the Harvard
• Students who have been found to have committed acts of
Plagiarism are automatically considered to have failed the entire module.
If found to have breached the regulation for the second time, you will be
asked to leave the course.
• Plagiarism involves taking someone else’s words, thoughts, ideas
or essays from online essay banks and trying to pass them off as your
own. It is a form of cheating which is taken very seriously.
Table of Contents
Notes on Plagiarism & Harvard Referencing
Plagiarism is passing off the work of others as your own. This
constitutes academic theft and is a serious matter which is penalized in
Plagiarism is the submission of an item of assessment containing elements
of work produced by another person(s) in such a way that it could be
assumed to be the student’s own work. Examples of plagiarism are:
• The verbatim copying of another person’s work without
• The close paraphrasing of another person’s work by simply
changing a few words or altering the order of presentation without
• The unacknowledged quotation of phrases from another person’s
work and/or the presentation of another person’s idea(s) as one’s own.
Copying or close paraphrasing with occasional acknowledgement of the
source may also be deemed to be plagiarism is the absence of quotation
marks implies that the phraseology is the student’s own.
Plagiarised work may belong to another student or be from a published
source such as a book, report, journal or material available on the
The structure of a citation under the Harvard referencing system is the
author’s surname, year of publication, and page number or range, in
parentheses, as illustrated in the Smith example near the top of this
• The page number or page range is omitted if the entire work is
cited. The author’s surname is omitted if it appears in the text. Thus we
may say: “Jones (2001) revolutionized the field of trauma surgery.”
• Two or three authors are cited using “and” or “&”: (Deane,
Smith, and Jones, 1991) or (Deane, Smith & Jones, 1991). More than three
authors are cited using et al. (Deane et al. 1992).
• An unknown date is cited as no date (Deane n.d.). A reference to
a reprint is cited with the original publication date in square brackets
(Marx  1967, p. 90).
• If an author published two books in 2005, the year of the first
(in the alphabetic order of the references) is cited and referenced as
2005a, the second as 2005b.
• A citation is placed wherever appropriate in or after the
sentence. If it is at the end of a sentence, it is placed before the
period, but a citation for an entire block quote immediately follows the
period at the end of the block since the citation is not an actual part
of the quotation itself.
• Complete citations are provided in alphabetical order in a
section following the text, usually designated as “Works cited” or
“References”. The difference between a “works cited” or “references” list
and a bibliography is that a bibliography may include works not directly
cited in the text.
• All citations are in the same font as the main text.
Examples of book references are:
• Smith, J. (2005a). Dutch Citing Practices. The Hague: Holland
• Smith, J. (2005b). Harvard Referencing. London: Jolly Good
In giving the city of publication, an internationally well-known city
(such as London, The Hague, or New York) is referenced as the city alone.
If the city is not internationally well known, the country (or state and
country if in the U.S.) are given.
Examples of journal references are:
• Smith, John Maynard. “The origin of altruism,” Nature 393, 1998,
• Bowcott, Owen. “Street Protest”, The Guardian, October 18, 2005,
accessed February 7, 2006.
Additional materials: not defined