MKT6001: Produce a Report to Explain How Relationship Marketing can Help Morrison Retain Customers: Relationship Marketing Assignment, UoB, Singapore

Learning outcomes and assessment criteria specific to this assignment:

1. Discuss the conceptual underpinning for relationship marketing.
2. Apply relationship marketing models and concepts to analyse a specific organisation’s suitability for the adoption of relationship marketing approaches.

Following the recent launch of the “Match & More” card, you have been appointed as the Marketing Manager of Morrisons to ensure their new loyalty card is fully integrated as part of their CRM strategy.

Question One

Produce a report to explain how relationship marketing can help Morrison retain customers. Students can use the IDIC model (Peppers and Rogers) to explain how the various stages of the model are used to design the “Match and More” card.

Your answer should provide evidence of wider academic reading and this must be appropriately referenced using the Harvard style.

Question Two

Following on from question one, outline how Morrisons could work with its suppliers to ensure the new loyalty card is successful.

Your answer should provide evidence of wider academic reading and this must be appropriately referenced using the Harvard style.

• The answer should be in the report format.
• The evidence of wider reading should include a reference to key authors
• The role of loyalty schemes/cards and factors that make them successful.
• Application of key CRM models such as the Customer Value Chain to demonstrate how Morrisons could work with suppliers
• The conclusion should clearly identify issues that would need to be addressed and clear recommendations should be included.