15725 Sales & Purchasing Management Case Study task brief & rubrics

Task and case description.

The assessment is an individual task. The proper completion of the task will demonstrate the knowledge of the student on the topics related to:

• Account Relationship Management

• Strategic Role of Sales Management

To do so, the student is expected to work with the case of IKEA and to show the knowledge on the topic and its application to the specific case.

The case – IKEA

Account Relationship Management (Customer Relationship Management for B2C environments) is one of the concepts that have changed how the sales-

management policies and plans are conceived within business organizations. Despite the fact that many companies still struggle with its application, yet we can

find companies that have developed an excellent Customer Relationship Management strategy to retain and increase the loyalty of their customers. Among those

companies that have succeeded with the proper development and application of the Customer Relationship Management, we can find the very well-known

company of IKEA.

For the case:

1. Could you please explain the main stages to set up a proper “Customer/ Account Relationship” approach?

2. What are the tools at your disposal to set up and implement a “Customer / Account Relationship” approach?

3. Based on the previous inputs and your knowledge of the case, could you please identify the main elements that has been used by the Swedish company

to set up an outstanding customer relationship?

Formalities:

• Wordcount: 2.000 words

• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

• Font: Arial 12,5 pts.

• Text alignment: Justified.

• The in-text References and the Bibliography have to be in Harvard’s citation style.

Submission: Week 10 – Via Moodle (Turnitin). Deadline: 3 of April, 2022, 23:59 hours.

Weight: This task is a 40% of your total grade for this subject.

It assesses the following learning outcomes:

• Understand the sales management function as part of the overall company strategy and the process involved in go -to-market activities.

• Describe the importance of personal selling as part of IMC.

• Assess different sales organization structures and to design them.

Rubrics

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Knowledge & Understanding

(20%)

Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner. Student also demonstrates an excellent understanding of the concepts of “Account relationship Management”, “Sales Organization” and the “Strategic Role of Sales Management.

Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary. Student demonstrates a good understanding and knowledge of the concepts “Account relationship Management”, “Sales Organization” and the “Strategic Role of Sales Management.

Student understands the task and provides minimum theory and/or some use of vocabulary. Student shows up a certain knowledge on the concepts “Account relationship Management”, “Sales Organization” and the “Strategic Role of Sales Management, yet that knowledge can be improved.

Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary. Student does not understand the task.

Application (30%) Student applies fully relevant knowledge from the topics delivered in class.

Student applies mostly relevant knowledge from the topics delivered in class.

Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident.

Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident.

Critical Thinking (30%)

Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.

Student critically assesses in good ways, drawing conclusions from relevant authors and references.

Student provides some insights but stays on the surface of the topic. References may not be relevant.

Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources.

Communication (20%)

Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck

Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck

Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.

Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.