BM006-3.

5-3 BCR

Individual Assignment

Page 1 of 6

This assignment requires you to draw on several areas of study within the Module. You
are expected to demonstrate and will be evaluated on the following outcomes.
1. Demonstrate knowledge and understanding of the concepts, principles and practices
of relationship marketing (RM).
2. Develop coherent lines of argument and suggest informed solutions to business
scenarios relating to RM.
3. Demonstrate the ability to utilise methods of enquiry in a marketing and operations
context.
4. Effectively communicate information and ideas in verbal and non-verbal forms
THE REQUIREMENTS
You are required to produce a 2,500 word Individual Report based on any ONE of the
following websites:
i)

http://www.toyota.com.my

ii)

http://www.airasia.com

iii)

http://www.tgif.com.my

iv)

http://www.harley-davidson.com

v)

http://www.kpj.com.my

vi)

http://www.perodua.com.my

vii)

http://www.thebodyshop.com.my

PART A
This section should contain a critical situational analysis of the chosen company/product.
These include Competitive Analysis (assessment of the strengths and weaknesses of
current and potential competitors. This analysis provides both an offensive and defensive
strategic context to identify opportunities and threats), Target Market (a group of
customers that the business has decided to aim its marketing efforts and ultimately its
merchandise towards) and SWOT Analysis (identify the key internal and external factors
that are important to achieving the objective).

Level 3

Asia Pacific University College of Technology and Innovation

201311

BM006-3.5-3 BCR

Individual Assignment

Page 2 of 6

PART B
Questions:
The concept of Relationship Marketing (RM) can be best demonstrated by the practices
of E-commerce today.
1. Based on ONE of the websites above, discuss how the innovation of relationship
marketing practices by E-commerce entities (Internet) is changing the market
place as we know it.
2. Clearly discuss the shift from mass marketing to one-to-one marketing and its
effectiveness.
3. You have to make at least THREE (3) Customer Relationship Management
recommendations to improve your chosen website.

FORMAT AND STRUCTURE

Following is the recommended structure for your assignment.
Cover page
Executive Summary
Table of Content page
Answer to the question with headings and subheadings
References
Bibliography (if applicable)
Appendices (if applicable)
The assignment cover page should contain information as stated below in order:

UCTI Logo

Module Name and Code

Assignment Title

Assignment Description (Individual Assignment)

Intake Number

Hand out and Hand in dates

Lecturers Name

Level 3

Asia Pacific University College of Technology and Innovation

201311

BM006-3.5-3 BCR

Individual Assignment

Page 3 of 6

You are to use the following format for writing the assignment.
Font type: Times News Roman
Font size: Heading 16pts, subheading 14pts, normal writing 12pts
1 and half line/vertical spacing
Captions and sources of information are to be presented for each diagram, chart, and
table used in your answer.
REFERENCES AND CITATIONS
References and citations are to be written according to the Harvard Referencing
System.
Ensure the format you use for writing your citations and references is consistent
throughout the document.
Ensure each citation has its corresponding reference and each reference has its
citation in the assignment.
In the Harvard Referencing system, no bullets or numbering is allowed in the
references. However, you will need to present the references in the ascending
alphabetical order (i.e. from A to Z)
In order to obtain Credit or Distinction for this assignment, you are to make
reference to quality sources of information such as textbooks, articles from academic
journals (which can be obtained online or offlline), newspapers, magazines and/or
professional publications. This is to show academic rigour when researching for
information rather than making use of information from general websites only as it
does not give evidence of much research effort.

WORD PENALTY
A sliding scale of penalties for excess length will be imposed according to the amount by
which the limit has been exceeded. Your word count must be indicated on your cover
page.
Word Count
2,501 2,600
2,601 2,700
2,701 2,800
2,801 and above

Penalty
No penalty
10% penalty of the total mark
20% penalty of the total mark
Marks will be capped at a pass (i.e. 50%)

Words in diagrams, charts, tables, captions, citations, references, executive summary,

content page and appendix are not considered into the word count.

Level 3

Asia Pacific University College of Technology and Innovation

201311

BM006-3.5-3 BCR

Individual Assignment

Page 4 of 6

MARK ALLOCATION
No.
1.
2.
3.
3.

Criteria
Part A
Analysis and Evaluation Question 1
Analysis and Evaluation Question 2
Analysis and Evaluation Question 3
Overall Performance
Total

Marks Allocated
30
20
20
20
10
100

PERFORMANCE CRITERIA
No.
1.

Assessment
Criteria
Part A 30
marks

Grade
Fail
0-9

Marginal
Fail
10-14
Pass
15-18

Credit

Level 3

Performance Criteria
Very limited number of quality reference made.
Many critical issues, concepts and theories as
well as pertinent areas for evaluation are missing
in the answer.
Failure to display a wide breadth of
consideration. This is evidenced by the lack of
citations used in the answer. This is more
obvious when each section uses the same
citations or there are only a few citations
presented in overall assignment answer.
Answer given has no or very little relevance or
reference made to the context established by the
question.
Limited number of reference made or most the
references are not from quality sources.
Failure to make reference to the given scenario
or context.
Adequate number of reference used but the
quality of the references lack academic depth.
Some inaccuracy in the facts given or there are
signs of logical flaws that may indicate lack of
understanding of the applied concepts and
theories.
Some weaknesses of irrelevancy where there are
doubts with regards to the application of the
right concepts and theories to the given scenario
or context.
Some reference was made to the context of the
question but overall the answer given appears to
be generic information.
Comprehensive research are shown and a wide

Asia Pacific University College of Technology and Innovation

201311

BM006-3.5-3 BCR

Individual Assignment

Page 5 of 6

19-24

breadth of concepts and theories used supported

by evidence of extensive reference to quality
sources of information.
Concepts and theories used are relevant to the
given scenario or context.
Distinction Exceptional referencing shown; quality sources
25-30
of information are used.
Clear, relevant and accurate application of
concepts and theories to the given scenario or
context.
No.
2.

Assessment
Criteria
Analysis and
Evaluation
60 marks

Grade

Performance Criteria

Fail
0-20

General failure to show depth of analysis and

evaluation; most of the work appears to be copy
and paste with little attempt to analyse the
concepts and theories and make comparison
among the works of different authors.
This is highly evident when the overall answer is
highly descriptive and shows lack of originality
and independent thinking.
Answer appears to be highly fragmented and does
not show coherent flow and relationship.
General failure to consider the pros and cons of
issues, theories, and suggestions where required.

Marginal
Fail
21-35
Pass
36-45

Some analysis and evaluation are made but they

lack the necessary depth to qualify for a pass.

Adequate analysis is made but lack evidence of

comparison of concepts, theories and ideas.
Some evaluation is provided but is limited or the
overall evaluation seems generic.
Credit
Comprehensive analysis and evaluation are
46-52
provided.
This is evidenced in answer with multiple
citations made in one paragraph or one statement
that give an indication of the students effort to
analyse the similarities and differences of
different concepts, theories and ideas.
Objective, sound and balance assessment of the
pros and cons of issues, theories, and ideas is
presented.
Distinction Exceptional analysis is provided with in-depth
53-60
explanation of the different component within a

Level 3

Asia Pacific University College of Technology and Innovation

201311

BM006-3.5-3 BCR

Individual Assignment

Page 6 of 6

theory or idea together with evidence showing

how these components connect to each other.
High level of evaluation is shown supported by
the relevant views and arguments of different
authors from quality sources.
Important note: Students will lose a significant amount of marks for both Part A and
Analysis and Evaluation if no citations are given despite having references written at the
end of the document. This is due to the difficulty of the marker to assess what external
ideas have actually been used and the problem to verify the extent of the information
used to determine the originality of writing exercised by the students.
Furthermore, students can be reported for suspected plagiarism for the failure to
acknowledge the relevant authors and their information when citations are not provided.
OVERALL QUALITY OF THE WRITTEN ASSIGNMENT
For the criterion of Overall Quality, 30 marks will be allocated for high quality of
overall answer with clarity of writing, coherent flow of information, good use of
language, good presentation, consistency in format, and no or minimal spelling and
grammatical mistakes.
Marks for this criterion will be penalised for the following. The amount of marks
reduced will depend upon the severity of the mistakes made.
1. Inappropriate use and non-use of punctuation
2. Inappropriate use and non-use of capital letters
3. No page number indicated on the pages of the written assignment
4. No page number provided on the content page
5. References without its corresponding citations shown
6. Citations with no references written
7. Inconsistent use of font type and font size
8. Inconsistent line spacing
9. No appropriate sections and subsections given
10. References are not arranged in alphabetical order
11. Bullets and numbering are presented in the referencing where it is not necessary
following Harvard format
12. Inconsistent and inappropriate format used in presenting the citations
13. Inconsistent and inappropriate format used in presenting the referencing
14. No captions is provided for diagrams, charts, tables, pictures and photos
15. Spelling and grammatical errors
16. Missing sections
However, please take note that the above is not an exhaustive list.

Level 3

Asia Pacific University College of Technology and Innovation

201311