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DUNDEE ◘ BUSINESS ◘ SCHOOL

MK0905A

Customer Profiling & Relationship Building

Jason Turner

Session 2010-2011


1. INTRODUCTIONThis handbook provides you with the core information required to undertake the module: MK0905A, Customer Profiling & relationship Building. This information, along with lecture materials is available through WebCT.

If you find you need more information or are unsure of the contents of this handbook please contact – Jason Turner, Dundee Business School, Email address [email protected].

2. MODULE AIMS AND LEARNING OUTCOMESFor our part we provide the aims, objectives and learning outcomes. You have to complete the work and do the coursework so that you can achieve the desired outcomes. This booklet explains the strategy behind this, and lays out a programme of events that will lead to the fulfilment of the module.

The aim and objectives of this module have been set as learning outcomes. That means at the end of the module, you should be able to:

1. identify and assess the significance of key features of customer profiling and relationship building; R1 and P1. 2. plan and evaluate a Direct Marketing campaign and critically discuss its implication for customer retention; R1 and P1.

3. MODULE STRUCTUREThe module is delivered over one semester (12 week teaching period) though you will be expected to do much work in your own time. The planned schedule is as follows:

LEARNING METHODS HOURSEXPECTED

Lectures 12Tutorials 12Practical 0Assessment 60Independent Learning 66Notional Student Effort 150

You will receive 1 hour of lecture per week, for twelve weeks, and a series of tutorials relating to the assessment. Students will work in groups1 and present their work at the end of the semester.

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Students will select their own groups.

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LecturesLectures will be given by Jason Turner and are designed to provide you with necessary academic principles and issues. This handbook provides a basic lecture programme with some reading, where known. Lecture slides will also be available through WebCT. You are, however, expected to take notes during the lectures as not all material will be presented through slides. Make sure you bring suitable writing materials to class.

During lectures it is expected that you will be respectful to the deliverer and other students. Therefore a policy of ‘only 1 person speaks at 1 time’ will be rigorously enforced. If you wish to ask a question or make a point, please raise your hand. Those who do not adhere to this policy will be asked to leave.

TutorialsTutorials provide an opportunity for the application and discussion of academic principles. An applied approach is adopted through group debate and participation. You will be expected to come prepared to tutorials and contribute to discussions.

Independent learning and Private study66 hours are dedicated to independent learning and private study. This is where you will do your background reading and research. Students are also expected to use this time for group meetings and tutorial preparation.

AssessmentAssessment is covered in detail during the lecture programme and consists of: Individual Report (60%) and a Group Presentation (40%). Remember the assessment is designed to test the degree to which you have achieved the learning outcomes.

4. LECTURE PROGRAMME

WEEK LECTURE TOPICS Objective1 Direct & Relationship

Marketing strategyTo introduce the strategy of direct and relationship marketing. There is overlap in this lecture with the MK0901A modular content as we look at plans, campaigns and the recipe for successful implementation.

2 Relationship Marketing theory

To discuss the theory behind customer relationships and introducing concepts relating to relationship building.

3&4 Six Market Model To introduce the concept of relationship building with stakeholders.

5&6 Customer loyalty & loyalty schemes

To assess the concept of customer profiling, using Tesco as an example through the data generated by Tesco Clubcard.

7 Customer Profiling & To discuss the role of technology in

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Technology profiling customers and building relationships with stakeholders.

8 Adding value and creativity

To discuss what adds value to the customer experience and how customer-centric creativity enhances the customer experience.

9&10 Customers acquisition & retention

To discuss the methods use by organisations to acquire and retain customers, evaluating limitations and implications.

11&12 Communications and branding

To discuss the role of the brand in building customer relationships.

5. ACADEMIC CALENDAR

Week beginning20th December Vacation 27th December Vacation 3rd January 2011 Coursework preparation 10th January Coursework preparation and submission 17th January Start of semester 2 24th January 31st January 7th February 14th February 21st February Subject Assessment Boards for Semester 1 modules 28th February 7th March 14th March 21st March 28th March 4th April 11th April Exams for Semester 2 (and 1+2) modules with less than 30

credits 18th April Exams for Semester 2 (and 1+2) modules with less than 30

credits [Easter 24 April] 25th April Vacation 2nd May Vacation 9th May Coursework preparation (including Semester 1

resubmissions) 16th May Coursework prep and submission (including Semester 1

resubmissions) 23rd May Exams for Semester 2 (and 1+2) modules with 30 or more

credits Reassessment Exams for Semester 1 Level 8/9/10/11 modules

Guidance and Assessment Feedback week 30th May Start of Semester 3 6th June 13th June Subject Assessment Boards for Semester 1 reassessed and

Semester 2 (and 1+2) Level 7/8/9/10/11 modules 20th June Programme Assessment Boards 27th June

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4th July 7 Graduation

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6. READING

Students do not need to purchase a core text. Suggested reading available:

Tapp, A. 2009 Principles of Direct and Database Marketing 4th edition Prentice Hall, London Humby, C. et al. 2003. Scoring Points: How Tesco is winning customer loyalty. Kogan Page: London.McCorkell 1997 Direct and Database Marketing Kogan Page: London

7. FURTHER RESOURCES www.cim.co.ukwww.dma.org.ukhttp://www.articlesbase.com/

8. ASSESSMENTThe company:Based in the borders, Active Gate is an internet service for people visiting the area, it provides customers with a convenient way to find and buy quality local produce as well as holiday hampers online before they arrive, it also offers them the opportunity to find out about local events and book activities to do during their stay. The website of Active Gate is www.activegate.co.uk.

Active Gate would like to expand this service to offer more tailored made packages, increase the information provided on the site to include services, places to eat – with possible area for reviews, places to visit – with an area for people to recommend their favourites, they would also like to use the site to sell advertising space.

Currently customers rent a holiday cottage online and have to commit time and effort to further online searches for additional information on services and events. What Active Gate are proposing is the creation of a ‘one stop shop holiday hub’ where customers, through using an ‘interactive map’ can book everything they need for their holiday in the borders.

Active Gate has asked Dundee Business School to help them develop an Internet direct marketing campaign which has two components: First, an interactive map and second a direct marketing campaign to achieve successful customer acquisition. The interactive map will link together the key features of the website, namely local food, local events, local businesses and local activities and the direct marketing campaign will detail how to generate customer awareness and encourage acquisition.

The brief:

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http://www.activegate.co.uk/

http://www.articlesbase.com/

http://www.dma.org.uk/

http://www.cim.co.uk/


You will work in multi-disciplinary groups of approximately 10 persons; the group will be made up of students from Dundee Business School, creative sound and web design and development.

Each group will develop an Internet direct marketing campaign for Active Gate which will have the following minimum requirements:

Produce an intro’ sequence which includes animation and sound. Produce a site which contains a blog allowing the company to

make announcements and the visitor to offer comments and reviews.

Produce a forum so cottage owners in the borders can share and network for events.

Produce an interactive map which links together the key features of the business: local food, local events, local businesses and local activities.

Using your understanding of Direct Marketing, produce a site which can raise the profile of Active Gate.

Evaluate current marketing provision and in terms of the chosen target market suggest appropriate and creative solutions to increase customer acquisition.

Assessment criteria: Individually, students will have a specific ‘role and responsibility’ in each

group and be expected to provide a brief summary of that role and responsibility (circa 500 words).

Collectively, students will provide an ‘evaluative report’ which discusses the rationale for their Internet Direct Marketing campaign and addresses the tasks outlined in the brief (circa 2000 words).

Collectively, students will provide a ‘log book’ which details meetings and discussions pertinent to the project, i.e. timing of meetings, length of meetings, attendance and topics discussed.

Students will collectively produce a ‘live’ campaign. Students will collectively ‘pitch’ their idea(s) to the owner of Active Gate (10

minutes including questions, 5-8 minutes pitch and 2 minutes for questions).

Guidelines: You should submit both a hardcopy of your coursework and electronically Students are expected to produce work which does not exceed 3000 words. Presentation ‘pitch’ will be in weeks beginning 28th March and 4th April 2010. Portfolio of ‘role and responsibility’, ‘evaluative report’, ‘log book’, and ‘pitch’

will be submitted on 16th May 2010 at 14:00.

9. Feedback and FeedforwardCoursework feedback in DBS

may be presented in a range and combination of formats, i.e. may or may not use a feedback form, rather than/ as well as in-text and summary comment, and may include the sequenced distribution of general or generic, followed by individual feedback;

will identify, as far as possible, not only what is needed (e.g. ‘more critical evaluation’) for students to improve, but how that might manifest itself in the context of a particular task;

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will suggest ways in which students’ future work, in tasks and modules other than the one immediately at issue, might be improved; this might be generic rather than individual where appropriate;

will be sufficient to reflect the marker’s engagement with a student’s work as a significant component of tutor-student dialogue; this might be generic rather than individual where appropriate

Exam feedback in DBS Generic feedback on exams, as a minimum is deemed sufficient. Students may seek individual oral feedback from the examiner by contacting them directly. (Note: For non-Dundee campus based students this can be provided during the next academic visit to the relevant campus)

As a guideline, you should not expect individual feedback on any piece of work for between 3 and 4 working weeks. The return of this feedback is also dependant on the nature of the task and the number of students taking the module. If it is expected that the feedback will be delayed for any reason, students will be informed of the expected return date.

10. Avoiding plagiarism Referencing is very important and you must get this right. It is not acceptable to take work from another source without referencing. In the early stages of all programmes you will be required to attend a library session where you will be shown how to reference correctly and the importance of this will be emphasised. If you have missed this session, or have not yet received it, please either contact the library desk and or Student Academic Support and ask for help.

A hard copy of the referencing guide can be collected at the University library alternatively use the following link to access the guide. https://portal.abertay.ac.uk/portal/page/portal/Library/Referencing. You should also try out the Blackboard course which can be accessed from the link above. This will help you to understand how to reference correctly.

11. Tutorial ExercisesTutorials 3, 4, 5 and 6

To assist you in your assessment preparation in the first half of the tutorial programme you will be asked to address the following in your groups.

The company:

Based online, RobertBurnsgifts is an internet service specialising in Robert Burns branded products, it provides customers with a convenient way to find and buy quality merchandise and offers them the opportunity to find out more about Scotland’s famous bard. The website of RobertBurnsgifts is www.robertburnsgifts.com.

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https://portal.abertay.ac.uk/portal/page/portal/Library/Referencing


RobertBurnsgifts would like to expand this service to a wider audience and offer more tailored made packages, increase the information provided on the site to include services, additional products – with possible area for reviews, places to visit associated to Robert Burns – with an area for people to recommend their favourites, they would also like to use the site to promote local artists and designers who produce work related to Robert Burns.

RobertBurnsgifts have asked Dundee Business School to help them develop an Internet marketing campaign which has two components: First, an interactive map and second a marketing campaign to achieve successful customer acquisition. The interactive map will link together the key features of the website, namely Robert Burns products, events, associated businesses and historical information and the marketing campaign will detail how to generate customer awareness and encourage acquisition.

The brief:

You will work in your assessment groups.

Each group will develop an Internet marketing campaign for RobertBurnsgifts which will have the following minimum requirements:

Produce a site which contains a blog allowing the company to make announcements and the visitor to offer comments and reviews.

Produce a site which links together the key features of the business: Robert Burns products, events, associated businesses and historical information.

Using your understanding of Marketing, produce a site which can raise the profile of RobertBurnsgifts.

Evaluate current marketing provision and in terms of the chosen target market suggest appropriate and creative solutions to increase customer acquisition.

Criteria:

Collectively, students will provide an ‘evaluative report’ which discusses the rationale for their Internet Marketing campaign and addresses the tasks outlined in the brief.

Students will collectively produce a ‘live’ campaign. Students will collectively ‘pitch’ their idea(s) to the owner of

RobertBurnsgifts (10 minutes including questions, 5-8 minutes pitch and 2 minutes for questions). In week beginning 21st February in their tutorial slots.

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