The Targeting and Management of Potential Customers
This individual assignment for the Strategic Customer Management module explores the techniques organisations use to identify, manage and engage potential customers in complex and competitive markets. Students are required to produce a 1,000-word individual report examining key concepts related to customer targeting, consumer behaviour, customer decision-making and customer relationship management. The assignment is designed to develop students' ability to critically evaluate consumer behavioural theories and concepts, understand the factors influencing consumer choice and motivation, assess consumer influence and advocacy, and evaluate approaches for building customer value. It also requires students to apply behavioural psychology and consumer behaviour theory to real or simulated business situations. The report addresses five key areas of strategic customer management. First, students must analyse how a service-dominant approach can be used to enhance customer loyalty. This requires consideration of how value can be created through customer interactions and service-focused approaches. Second, students must explain how customer attitudes influence purchase decisions, examining the relationship between consumer attitudes and purchasing behaviour. Third, the report requires an evaluation of how self-concept affects the buying process, allowing students to consider how consumers' perceptions of themselves can influence their choices and purchasing decisions. The fourth area focuses on atmospherics and their role in customer decision-making. Students are expected to critically discuss how physical and sensory elements of an environment can influence customer perceptions and decisions. This may include consideration of environmental factors that shape the customer experience and affect behavioural responses. The fifth area evaluates the role of data mining in building customer knowledge, requiring students to consider how organisations can use customer data to understand customers and support more effective customer management. The discussion must be supported by relevant theories, marketing models and secondary research, including academic journal articles, market data and case studies. Students are expected to undertake appropriate secondary research and apply relevant marketing models and theoretical frameworks to demonstrate critical engagement with the subject. The report should contain a title page, contents page, clearly labelled subsections, a conclusion and a full reference list or bibliography using the required referencing style. The assignment has a maximum length of 1,000 words, with a permitted range of ±10%, excluding references, the contents page, tables, figures and appendices. The assessment contributes 60% of the module mark.
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