BM0009-3-2

Individual Assignment

Page 1 of 4

MODULE: DELIVERING CUSTOMER VALUE (BM009-3-2)

LEARNING OUTCOMES
1) To understand, analyse and evaluate how businesses can effectively deliver value to

customers in order to achieve customer satisfaction, attract new customers, promote customer loyalty, establish competitive advantage, 2) To develop business sustainability through a holistic approach by integrating technology, people, processes and business philosophy in a pragmatic manner. 3) To be able to apply underlying concepts and principles of operations and marketing with respect to delivering customer value

ASSIGNMENT DESCRIPTION This assignment represents 50% of the total marks for this subject; the assessment is worth 100%. The assignment is on individual basis with word counts should not be more than 2000 words. You are required to choose (1) ONE of the topic below. You are to attach a softcopy of your answer in CD format together with your written assignment when making your submission at the designated date.

QUESTION 1: The Gap Model of Service Quality Choose ONE (1)service organisationand with reference to published case studiesand any other relevant articles (such as from magazines, newspapers, and industrial reports), critically analyse the failures of service performance that were committed. Using the service quality gap model, identify the possible reason or reasons leading to such failures and give recommendations on how these failures can be minimised. You are also require to evaluate the usefulness of the service quality gap model as a tool in helping managers to effectively deliver value to their customers in comparison with other frameworks learnt in class.

Level 2

Asia Pacific University College of Innovation and Technology

2013/02

BM0009-3-2

Individual Assignment

Page 2 of 4

QUESTION 2: Value Chain Process Select ONE (1) company from the manufacturing industry andusing the value chain analysis, critically analyse the salient activity or activities that help the chosen companies to achieve competitive advantage in creating and delivering customer value. Then analyse how the activity or activities that are responsible in providing the companies with competitive advantage in creating and delivering customer value can affect and are dependent on other activities within the value chain. Support your answer with reference to case studies, articles and information of the chosen companies operation and strategic practice. Your answer should also be supported by diagrams of value chain that can effectively illustrate the specific activities of the chosen companies. Avoid using a generic value chain diagram.

REQUIREMENT The assignment must adhere to standard academic documentation standards. (Failure to do so will result in loss of marks in the Format, Citations and References criterion.) You are to write the citations and references following the Harvard System. You are required to use Times New Roman as the font type and 12 pts as the font size. Vertical/line spacing should be 1.5line spacing. You are required to provide page numbers to your pages. You must use enough of your own words to convince that you understand what you are writing. Evidence of originality in your writing reflected by effort of paraphrasing and use of own personal expression in your individual analysis and evaluation You may include diagrams, figures, tables etc. without word penalty. A sliding scale of penalties for excess length will be imposed according to the amount by which the limit has been exceeded. Your word count must be indicated on your cover page. Word Count 2,000 2,200 words 2,201 2,400words 2,401 2,600 words 2,601and above Penalty No penalty 10% penalty 20% penalty Marks will be capped at a pass e.g. 50 marks

ADDITIONAL INFORMATION Due to the limitation of the word count, you may be required to choose specific areas of focus if you find the scope for your answer is too wide.

Level 2

Asia Pacific University College of Innovation and Technology

2013/02

BM0009-3-2

Individual Assignment

Page 3 of 4

You are encouraged (but not limited) to use the electronic database such as Emerald, Proquest, IEEE and ACM portal. Other relevant and recommended sources are: 1. The Economist, www.economist.com, 2. Business Week, www.businessweek.com 3. BNet, www.bnet.com 4. Social Science Research Network, www.ssrn.com/mkt/index.html 5. Fastcompany, www.fastcompany.com

MARKS ALLOCATION The assignment will be evaluated based on the following criteria: Criteria No. Item

Marks Allocation (%) 5 10

1 2

Executive Summary Introduction Background information of the chosen company Knowledge and understanding familiarity with the subject matters and evidence of original thinking supported by evidence of extensive research Analysis and evaluation quality of argument or reasoning; depth of analysis; expansion of ideas/arguments; recognition of wider context/complexity of topic(s); evidence of comparison and contrast Relevance the relevance of answer to the context of the questions; the accuracy of details; the consistency of focus and the organisation of ideas; coherency of the flow of ideas and information Overall Quality Include format, citations, referencing and good use of language to show clarity in writing with minimal spelling and grammatical errors.

20

30

25

10%

Total

100%

Level 2

Asia Pacific University College of Innovation and Technology

2013/02

BM0009-3-2

Individual Assignment

Page 4 of 4

GRADING Grade Distinction 75% 100% Description of performance level Ability to show good application of theories and concepts covered in the module with reference being made effectively to the context of the case or questions The answer must be able to exhibit high depth of analysis and evaluation supported by extensive sources of relevant authority with clear linkage to the issues concerned in the questions. Good use of language with minimum or no grammatical errors ad spelling mistakes. Expressions of ideas are clear, concise and comprehensive. Overall answer show high originality of own writing (this can be evident through effort of paraphrasing). Proper layout with proper heading and subheading and consistency in referencing and citations. Each reference is to be reflected by a citation in the body of the assignment. Extensive research has been made evidenced by the number of quality references presented in the document. Pass 50% 64% Fail Below 50% Ability to show proper understanding of the theories and concepts. Answer shows basic level of analysis and evaluation with some evidence of references being made to the issues and context concerned in the question. Adequate number of references from relevant sources is made. Citations and references are present but not consistent. Some grammatical and spelling errors are made. Some understanding of the theories and concepts are shown albeit with certain mistakes on the application and definition. Very limited level amount of analysis and evaluation is made. Inconsistency in writing the references and citations. Some parts in the answer where citations are required are without citations. Lack of originality in writing. Answer fails to flow cohesively. Answer given by students fails to address the question. Poor understanding of the theories and concepts. Many incidences of irrelevancy and inaccuracy. Ideas are presented in a fragmented manner. High evidence of students copying and pasting works from other sources. Citation and references are written in a highly inconsistent fashion. All or many of the references do not adhere to Harvard System. Very limited number of quality references has been made.

Credit 65% 74%

Level 2

Asia Pacific University College of Innovation and Technology

2013/02