You must select one of the following questions

1- Based on your academic research, critically evaluate the concept of customer experience and how it should be managed either online or offline. Furthermore, select three organisations that demonstrate good or bad examples in applying customer experience and show how theories can be applied these organisations.
Based on your academic research, critically evaluate the concept of brand love and how it should be applied to enhance customer loyalty. Furthermore, select three organisations that demonstrate good and/or bad examples of managing brands, and show how theories can be applied to these organisations.
Academic databases: Business Source Complete, Sage. Emerald and Science Direct
Practitioners’ databases: Marketing Week, Brand republic, TED, Economist, Bloomberg BusinessWeek and Financial Times
CW Steps:
1. Decide on the topic of your CW (Customer Experience or Brand Love)

2. Read and review the relevant theories

3. Decide which theories you want to apply and why

4. Select three organisations based on examples/case studies/reports from the
practitioners’ databases

5. Apply your selected theories to these companies and show how they are doing/not
doing what the theories, you have reviewed, suggested

6. Provide recommendations based on theory to enhance their business

Learning Outcomes Assessed:
1. Undertake a critical analysis of current marketing issues

2. Synthesise emerging issues and concepts from a range of academic journals, and
relevant texts.

Content of the report:
• Executive summary: less than one A4 page

• Table of contents

• Introduction

• Main body

• Conclusion

• Recommendation

• References

1
Report format
• Times New Roman, Arial or Calibri size 12 points

• 1.5 line spacing

• Include page numbers
Marking Scheme:

• Structure 10%: Content is organised and appropriate; coherent; flow of information,
arguments, and concepts

• Knowledge and Understanding 30%: Identifies, explains, draws on appropriate
theories, models, literature to demonstrate depth and breadth of reading to address
the question

• Application 30% Application of theory or practical examples given appropriate to
context

• Analysis and Recommendations 20%: Evaluation and critical analysis of the topic,
synthesis of ideas/concepts, appropriate conclusions, justified recommendations

• Presentation 10%: Spelling, punctuation, grammar, layout, accurate CU Harvard
Referencing style, writing style academic/professional

Return of Marked Work
Marked work will be returned. You can expect to have marked work returned to you by 2 teaching weeks after the submission date.
PLAGIARISM WARNING! – Assignments should not be copied in part or in whole from any other source, except for any marked up quotations, that clearly distinguish what has been quoted from your own work. All references used must be given, and the specific page number used should also be given for any direct quotations, which should be in inverted commas. Students found copying from the internet or other sources will get zero marks and may be excluded from the university.