| Course Work 1 – Managing Relationships with Business Customers Weighting: 50% available marks This is an individual piece of work, and consists of a 2,200 word academic essay. The essay needs to be written to a good standard of English, and supported by academic references. Students are encouraged to use examples and case studies to illustrate their answers. Learning Outcomes Knowledge and Understanding 2. Gain an understanding of relational selling as applied to business to business in the form of key account management (KAM); Skills and attributes 7. Apply techniques of communication, motivation and territory management Your starting point is the following set of statements: ‘Relationship management is a key component of a Key account Management (KAM) System. However, it is not always worthwhile to invest time in a long term relationship with a company. The need to achieve a good “relationship quality” makes it a resource intensive pursuit, and it might attract more costs and risk than returns’. ‘“Less is better”: In some cases client companies prefer to “be left alone”, with a minimum of communication and attempts to influence their buyers’. In a Key Account Management context in an industry of your choice, explore current understanding in the light of current literature Marking Criteria: 1. Evidence of research; 2. Understanding of theory (Selling and KAM; Relationship Management); 3. Well developed, logical argument; 4. Argument supported by references; 5. Presentation and writing style Warning References Robust “in text” and “listed” references are needed. These references must be in Harvard format. The sources used should not be only internet based: the argument needs to be supported by solid academic references (i.e. papers in peer reviewed journals). A significant number of papers are stored in the reference section on Studynet, however students will need to demonstrate that they have researched and found additional sources in order to achieve good marks |
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