Cause Related Marketing (CRM) has been established for over a decade now. It is said to provide a ‘Win, Win, Win’ scenario for Organisations, Customers and Charities (Adkins, 1999). custom essay

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Module: Consumer Psychology Code:UGB310 Tutor: Seema Bhate Moderator: Anne Edwards CONTRIBUTION TO THE UNIT ASSESSMENT – 100% Two components: Both are equally weighted Issue date: 11/10/10 Submission date: 14/01/11 Submission by 2pm Both parts are equally weighted If there is any evidence that the work is not solely attributable to you, the University’s policy on ‘Cheating , Collusion and Plagiarism’ will be applied. You are to submit all completed questionnaires with your submission. Your assignment must be submitted with a Tunitin receipt. Topic Cause Related Marketing (CRM) has been established for over a decade now. It is said to provide a ‘Win, Win, Win’ scenario for Organisations, Customers and Charities (Adkins, 1999). Task 1 (1600 words maximum) A) Produce a review of the CRM literature by consulting Academic and Practioner sources. B) Compare and Contrast the authors’ views on each of the following CRM related aspects: • CRM for profit making organisations by considering examples of companies that have successfully adopted it. • CRM for non profit making organisations • The potential of CRM as a key Value- led Marketing strategy. 2) (Based on Primary research: You should include all completed questionnaires in the hard copy of your assignment) Task 2 (2400 words maximum) Conduct primary research to investigate the area of CRM in the context of the Retail sector. (Tutor to agree the area for research). Based upon your primary investigation, provide a detailed analysis of its impact on the following: • Consumer perception of what CRM is • The impact of CRM on Consumer loyalty and trust • The impact of CRM on Consumer decision making • Provide recommendations to organisations (profit and non profit making) to improve or increase their CRM activities. ASSESSMENT CRITERIA Grade A The assignment demonstrates that significant research has been conducted by consulting various groups. The breadth and the depth of knowledge accumulated thereby enables you to provide a thorough analysis. The stages involved in conducting a research project have been covered in the correct order. Interpretation of the analysis leads to original and relevant conclusions. All the tasks mentioned have been followed. The assignment is referenced correctly by using Harvard method of bibliographic references. Grade B The assignment demonstrates that competent research has been conducted by consulting various groups. The breadth and the depth of knowledge accumulated enables you to provide adequate analysis. The stages involved in conducting a research project have been covered in the correct order. Interpretation of the analysis leads to some original but mostly relevant conclusions. All the tasks mentioned have been followed. The assignment is referenced correctly by using Harvard method of bibliographic references. Grade C The assignment demonstrates that some research has been conducted by consulting various groups. The breadth and the depth of knowledge accumulated enables you to provide reasonable analysis. The stages involved in conducting a research project have been covered in the correct order. Interpretation of the analysis leads to less original but reasonably relevant conclusions. All the tasks mentioned have been followed. The assignment is partially been referenced correctly by using Harvard method of bibliographic references. Grade F The assignment demonstrates that very little research has been conducted by consulting various groups. The breadth and the depth of knowledge accumulated enables you to provide extremely limited analysis.. The stages involved in conducting a research project have not been covered in the correct order. The stages involved in conducting a research project have been covered in the correct order Interpretation of the analysis leads to less original and extremely vague conclusions. All the tasks mentioned have not been followed. The assignment is not been referenced correctly by using Harvard method of bibliographic references. I do not have a set number of references but i definitely need at least 15.

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