Organisational competence in customer management

Learning Outcomes (LO) to be Assessed:

LO1. Assess organisational competence in customer management
LO2. Identify weaknesses in customer management performance
LO3. Make recommendations on how an organisation can improve its CRM performance and profitability
LO4. Develop problem solving and decision-making skills

Instructions to Students
This is an individual report of 3,500 words plus references, tables, graphs and appendices (if applicable), which is to be submitted via Turnitin. The title of your report is:

Sustainable Engagement with Alumni:
A case study of DMU Alumni (#DMUforlife)

Your role is to advise DMU Alumni on how to engage better with their Alumni by building a mutually beneficial relationship with the alumni. DMU have alumni in 177 countries around the world, with a global network of clubs across four continents. DMU engage with their alumni through various innovative initiatives such as:
• Sporting socials
• #DMUglobal alumni trips
• Volunteering
• Clubs and networks
• Giving
• Events and reunions
• Alumni store

The most recent initiatives are “Homecoming on campus” event taking place on 5-7 April 2019 and The “Alumnus of the Month”.

In your role as an advisor to DMU Alumni, you will identify and critically analyse the activities, campaigns and initiatives by the University. The purpose is to understand to what extent these events and communications enhancing (or threatening) the sustainable relationship between DMU and its Alumni. You will need to refer to various secondary research in your report.

You may wish to structure your essay around the following headings:

1) Introduction (150 words)

2) Insights into DMU Alumni (500 words)
• Introduce DMU Alumni and its evolution over the years
• Outline what activities offered by DMU to their alumni

3) Student and Alumni Engagement by HEIs (1,500 words)
This section should be in the form of a mini literature review and you are expected to demonstrate your engagement with module materials and understanding of developing & enhancing customer relationships with particular emphasis to student and alumni engagement by Higher Education Institutions (HEIs) (by UK and/or overseas). The following questions may be helpful in structuring this section:
a) Why do HEIs want to establish relationships with their students and alumni?
b) Do all students and alumni want to develop relationship with their university?
c) What are the benefits and challenges of establishing relationships from the perspectives of (a) universities, (b) students and (c) alumni?

4) Recommendations (1,000 words)

This section should be built upon Sections 2 and 3. By integrating the case study with knowledge acquired from the literature, you are expected to offer recommendations to DMU Alumni. Your recommendations should be in relation to how DMU Alumni can improve its customer management strategy. In this section, we expect to see frequent references to the case study and the literature to support your argument.

5) Conclusions (350 words)

This section is a brief summary of your report, highlighting how successful DMU Alumni is in managing their alumni and how they can improve their engagement and hence to enhance relationship with their alumni.

Recommended Report Structure
• Title Page (Title of the report, Student number, Module name & code, Tutor name, Submission date, Word count) (NOT part of the word count)
• Table of Contents (NOT part of the word count)
• 1. Introduction (included in the word count)
• 2. Insights into DMU Alumni (included in the word count)
• 3. Student and Alumni Engagement by HEIs (included in the word count)
• 4. Recommendations (included in the word count)
• 5. Conclusions (included in the word count)
• Reference List (NOT part of the word count)
• Appendices (if applicable) (NOT part of the word count)
Weighting: Word Count:
1) Introduction 5% 150 words
2) Insights into DMU Alumni 20% 500 words
3) Student and Alumni Engagement by HEIs 35% 1,500 words
4) Recommendations 30% 1,000 words
5) Conclusions 10% 350 words

Other Guidance Notes
We are looking for evidence that you have understood and integrated the module content and are able to apply that knowledge to the construction of coherent arguments in the analysis of the destination brand you have chosen to focus upon.
 Please use ‘1.5 lines’ spacing and 12 point Times New Roman or Arial.
 Word count is from Introduction to Conclusions (inclusive). Title page, table of contents, reference list, appendices, tables, graphs and figures used within the main body of the report are excluded from the word count.
 Report needs to be structured well, professional looking, clearly expressed points in English, adopt careful punctuation and appropriate use of paragraphs (including the choice of terminology, spelling and grammar), and Harvard referencing.
A full list of references of all sources (whether academic or industry-based) must appear at the end of your assignment, written in Harvard referencing style. Sources must also be indicated clearly in the main text, as they arise. You must not copy material directly from any source word for word without acknowledgement, and neither must you paraphrase material from any source (academic or business) without acknowledgment. To do so is ‘plagiarism’, which is a serious academic offence. Very important: this report must be entirely your own work and no-one else’s.
The appendices you include in the report should be relevant. Materials that appear in the appendices must be referred to and commented upon in the main text, otherwise they will not be counted towards your grade. Appendices should not be treated as an extension of the main report.

Sample Solution