Relationship marketing of Victoria’s secret

RELATIONSHIP MARKETING

ASSIGNMENT ADVICE

Detailed assessment criteria are provided in this booklet, along with guidance about how the work should be written.  However, the following extra advice might be useful.

1.    Make sure that your work is supported by robust academic underpinning.  This means making use of a model, or models, such as those introduced in the first week (e.g. ‘6 Markets’, Doyle, Morgan & Hunt, or the ’30 R’s checklist’ proposed by Gummesson).

2.    This assignment is looking for more than a simple description of different stakeholders.  You need to be undertaking an evaluation of each of your chosen organisation’s stakeholders, including different types of customers.  You should then be assessing the appropriateness and effectiveness of the relationships that exist between organisation and these stakeholders.  Again, you should be supporting this with academic theory.

3.    You should not automatically assume that all customers are the same and form one homogenous stakeholder group!

4.    You are not being assessed on your detailed knowledge of an organisation – you are being assessed on your knowledge and understanding of the principles of relationship marketing.  It is therefore acceptable to make assumptions about the organisations you are writing about, as long as you make these clear and fully incorporate them into your findings and recommendations.

5.    You should make sure that you make some recommendations – this is what the assignment brief asks you to do.  If you think the organisation is already doing the best it possibly can, then you must justify why you think this by showing that alternative strategies would be less effective.