Business Report
You are required to submit a 2,500 word report that addresses the following:
- Provide a review of the challenges faced by Emirate when delivering a high quality customer experience
(20 marks)
• What barriers are in place that may stop the company providing a high quality CX?
• May be internal or external (e.g. staffing, processes, customers, uncontrollable factors etc.)
• Use past reports of what can cause issues in your chosen sectors etc.)
• Where possible link this to literature from the module (e.g. crisis management, service failures, services marketing, CX, service design, marketing-logistics etc.) - Suggest three new activities Emirate can adopt to improve customer engagement
(20 marks)
• CE is the intensity of an individual’s participation in and connection with an organzation’s offerings and/or organizational activities
• Think about engagement channels (e.g. face to face versus technology)
• Do customers need to be incentivized to engage?
• Be creative, but make sure ideas are realistic in the content of your company
• Link to engagement theory where possible - Provide recommendations for how Emirate could improve their relationship marketing activity in the following areas:
o After-Sales Service
o Database Marketing
o Customer Loyalty
• Again, your chance to be creative and add value to the firm
• Emphasis is on relational, not transactional improvements
• Link back to any issues you have raised previously?
• Maybe competitors can give you some ideas?
• Make sure you cover all three areas (they may even overlap)
• Make links to relevant theory from the TLP when presenting your ideas
(30 marks)
Formatting:
- A business report should ne structured as follows:
o Title Page, Conents, (inc. word count), sections in order, reference list, appendices (if applicable)
o Sections should be numbered appropriately (e.g. 1.0, 1.1, 1.2, 1.2.1, 2,0 etc.)
o Please use tables and figures appropriately - Ensure it is free of spelling and grammatical errors
- The professional presentation of the report will help ideas get ideas get across and therefore be relevant in your mark
Write objectively, in the third person (“the organisation could consider implementing….”)
Allocate words to sections proportionally
Start by looking for any additional sources of information on Emirate or the sector in which they belong (e.g. travel, leisure) – this may identify ideas for all sections
Word limits and penalties
If the assignment is within +10% of the stated word limit no penalty will apply.
The word count is to be declared on the front page of your assignment and the assignment cover sheet. The word count does not include:
• Title and Contents page • Reference list • Appendices • Appropriate tables, figures and illustrations
• Glossary • Bibliography • Quotes from interviews and focus groups.
Please note, in text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g. “dib-dab nonsense analysis” (Smith, 2011 p.123)] are INCLUDED in the word count.
If this word count is falsified, students are reminded that under ARNA page 30 Section 3.4 this will be regarded as academic misconduct.
If the word limit of the full assignment exceeds the +10% limit, 10% of the mark provisionally awarded to the assignment will be deducted. For example: if the assignment is worth 70 marks but is above the word limit by more than 10%, a penalty of 7 marks will be imposed, giving a final mark of 63.
Students must retain an electronic copy of this assignment (including ALL appendices) and it must be made available within 24hours of them requesting it be submitted.
Note: For those assessments or partial assessments based on calculation, multiple choice etc., marks will be gained on an accumulative basis. In these cases, marks allocated to each section will be made clear.
Although tables are exempt from the word count, they should not be used to house large amounts of texts in an attempt to circumvent the word limit. Such attempts will be penalized by mark deductions, proportionate to the level of word limit circumvention.
Time limits and penalties for presentations
The time allocated for the presentation must be adhered to. At the end of this time, the presentation will be stopped and will be marked based on what has been delivered within the time limit.
Referencing your work
The APA method of referring to publications and of arranging references uses the author's name and the date of the publication. References are listed at the end of the text in alphabetical order by author's name. The general format of an electronic journal reference is shown below:
Ogden, J. R., Ogden, D. T., & Long, K. (2011). Music marketing: A history and landscape. Journal of Retailing and Consumer Services, 18(2), 120-125.
Author/s name and initials are listed first, followed by year of publication in brackets. Then there is the title of article and the journal where article appears, the latter is in italics. Then state the volume and issue number (in brackets) along with the pages where article can be located.
For further information go to the Referencing and Plagiarism topic in Skills Plus available from the Library website: www.northumbria.ac.uk/skillsplus
You will find other useful help guides on Skills Plus to help you with researching and writing your assessments.
misconduct is found may receive a mark of zero.
Sample Solution