XM Literature review
(Group)
Assessment 3
Assessment Overview
Key Assessment Information
Wort
Overview Length Due
h
This is a major collaborative
group-work assignment for
the CRM unit (group size will
be 3-4 students). The 2000 -
customer relationship 2500 30% Week 8
management topic selected for words
the assignment will be in
conjunction with your
workshop leader.
Instructions
To get started on your assessment task, please follow the below
instructions.
The topic chosen will form the basis of a professionally written paper. Students can
select topics based on their own understanding and investigations of one issue
associated with digital marketing across a selected country. Some suggested topics
might include the following:
Customer marketing strategy Innovation by one CRM solut
Customer Life Time Value Mobile marketing application
Predictive Analytics (Marketing) Social Media (Marketing)— S
platform
AI Sport fans as customers (Ma
Emerging trends Analytics in Trigger Marketin
Applications for small business Location-based Marketing
The Customer Journey Customer Retention Strateg
Customer Loyalty Others marketing topics….
A country to examine this digital marketing topic will be one of Vietnam, Thailand,
South Korea, Malaysia, Laos, Cambodia, Singapore, Kenya and Australia.*The topic
should be specific and focused. Indeed, many of the suggested topics listed in the table
are broad and will need to be further refined.
READ— before contacting the workshop leader: You must apply for approval for
your topic by e-mailing your workshop leader with group member names and student
numbers, the topic and country of focus. Provide a description of the case studies you
will use in the paper.
DO NOT commence work on this assessment task until you receive approval by return
e-mail from your workshop leader.
Note— Not all topics may be approved. Groups that are organised and get back to me
with their marketing topic & country, week of delivery and cases will have a high
likelihood of early approval.
The Short Paper
You are to prepare a short paper that briefly outlines the relevant and up-to-date issues
associated with your chosen CRM topic. The paper will contribute up to 30% towards
the final assessment and should be between 2000-2500 words in length. Papers that
are outside the suggested word length will receive a severe penalty mark. The paper
must be concise.
It is important that the paper’s content and points be referenced. You should consult a
broad set of sources for the paper that include books, journals, consultancy reports,
industry articles, websites and so forth. The paper should cite at least ten journal
articles and Harvard referencing is be used. The paper should NOT include content
covered in lectures. As a current issues paper— references should be no older than 5
years.
The paper should be of a professional standard and needs to include documentation
features such as appropriate & consistent size font, title page, headers/footers, page
numbering and proper labelling of any tables or figures.
The paper should include the following sections:
1. Abstract or Executive Summary (not part of the word count)
2. Introduction— this section will give a brief overview of the paper’s content.
3. Brief literature review of your topic area— this section should address issues
associated with strategy, benefits, challenges and technology. The paper must
include industry examples to support the four issues areas. These examples
should be succinct and selectively referred to in the main paper. Note: that
the industry examples should NOT be the focus of the paper. The purpose
of including the industry examples is to allow brief examples to reflect the
literature review.
4. Conclusion (place the paper’s word count at the end of the conclusion)
5. References (not part of the total word count).
6. Appendix (not part of the total word count). The appendix is a section containing
one paragraph that summarises the industry examples used in the paper. Please
indicate the source of the industry examples. A good source of industry examples
might be from industry solutions providers (eg Sap, IBM etc), consultancy reports
or white papers (eg Gartner, McKinsey, PwC, etc), journal article that focus on
cases studies and so forth.
7. All papers MUST be submitted to Erkund via the Assessment Dropbox
navigation area of Collaborate by one member of the group. The similarity
check must be less than 10%. The paper should be of a professional
standard.
Self-enrol into a group!
You should have formulated groups within your session, so the next thing
to do is to self-enrol online via VU Collaborate.
Please follow the simple instructions to self-enrol into the XM Report
Groups.
Assessment Criteria
Please refer to the XRM Literature Review Rubric for the full marking
criteria.