Evaluation of the role of current technologies in improving relationship marketing within the organisation. Analyse and evaluate how organisations have become market orientated using technology and how the business has used specific data to build relationships with their customers. You must identify how data has been used to shape the evolutionary path the business has followed to become what they are today.

Assessment of the concepts of segmentation, targeting and positioning specific to a product or service. You are required to create a rational for developing changes and innovation in product and service design in meeting the needs of customers. These changes should be in line with the organisations strategy and assess how organisations use a number of strategies and techniques to enhance their relationship and communication process to induce customers to make repeat purchases and increase sales.

Identify a potentially new target group in the organisation and develop a new strategy for attracting them. Students will look at marketing strategies and utilise a number of techniques used to design marketing and sales strategies organisations can use to attract and retain brand new customers.

Students must create a rational for a new product or service and research how the new design of the product will meet the customer’s needs. This should be directly linked to the organisations strategy and the data gathered about customers in the first task. The rational should be backed up by customer analysis of data collection and how this could be used in the promotion of the new product or service.

Attribution of higher grades are associate with:

• evidence of good research and judgements made supported by business theory within all written work.

• evidence of wide reading around topics to support conclusions drawn.

• effective use of the Harvard referencing format.

good use of spelling, grammar, and punctuation throughout all written work