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PENYERAHAN DAN PENILAIAN TUGASAN

ASSIGNMENT SUBMISSION AND ASSESSMENT


_________________________________________________________________________
BBMR4103
RELATIONSHIP MARKETING
SEPTEMBER 2015
_________________________________________________________________________
ARAHAN KEPADA PELAJAR / INSTRUCTIONS TO STUDENTS
1. Tugasan ini mengandungi SATU soalan sahaja yang disediakan dalam Bahasa
Melayu dan Bahasa Inggeris / This assignment contains only ONE question
that is set in both Malay and English.
2. Jawab dalam Bahasa Melayu atau Bahasa Inggeris. / Answer in Malay or
English.
3. Anda dikehendaki menyerahkan tugasan dalam format MsWord melainkan
dinyatakan sebaliknya. Anda tidak dibenarkan untuk menukar teks/frasa
tugasan tersebut kepada format grafik seperti .jpeg / .gif / print screen / dan
lain-lain format berkaitan. /Learners are to submit assignment only in
MsWord format unless specified otherwise. Please refrain from converting
text/phrases into picture format such as .gif / .jpeg / print screen / etc.
4. Muat turunkan templat tugasan versi bahasa yang berkenaan daripada
myVLE untuk penyediaan dan penyerahan tugasan anda. Tugasan anda
hendaklah ditaip dengan menggunakan saiz fon 12 Times New Roman dan
langkau baris 1.5. / Download the language version of the assignment
template concerned from the myVLE for preparation and submission of
your assignment. Your assignment should be typed using 12 point Times
New Roman font and 1.5 line spacing.
5. Tugasan anda hendaklah antara 2500 hingga 3000 patah perkataan tidak
termasuk rujukan. Bilangan perkataan hendaklah ditunjukkan di hujung
tugasan anda. Jangan menyalin soalan dan arahan tugasan dalam jawapan
anda. / Your assignment should be between 2500 to 3000 words excluding
references. The number of words should be shown at the end of your
assignment. Do not copy the assignment question and instructions to your
answer.
6. Anda dikehendaki menghantar tugasan SECARA ONLINE melalui myVLE. Sila
rujuk kepada portal untuk arahan mengenai prosedur menghantar tugasan
anda secara online. Anda dinasihatkan menyimpan senaskah tugasan yang
diserahkan untuk rujukan sendiri. / You must submit your assignment
ONLINE via the myVLE. Refer to the portal for instructions on the procedures
to submit your assignment online. You are advised to keep a copy of your
submitted assignment for personal reference.
7. Anda hanya boleh menghantar tugasan SEKALI sahaja dalam SATU fail. /
You can submit your assignment ONCE only in a SINGLE file.

8. Tugasan anda hendaklah diserahkan antara 2hb November 2015 hingga


15hb November 2015. Serahan selepas 15hb November 2015 TIDAK
akan diterima. / Your assignment must be submitted between 2nd
November 2015 until 15th November 2015. Submission after 15th
November 2015 will NOT be accepted.
9. Tugasan hendaklah disiapkan secara individu. Anda dilarang meniru tugasan
orang
lain. Anda juga dilarang sama sekali memplagiat kerja orang lain
sebagai kerja sendiri. /
Your assignment should be prepared individually. You should not copy another
persons assignment. You should also not plagiarise another persons work as
your own.
10.Sila ambil maklum tentang PENALTI yang akan dikenakan ke atas
penghantaran lewat tugasan seperti yang tertera di pekeliling pejabat
Pendaftar 6/2012 (Rujuk Registrars Announcement di myVLE) / Please take
note that PENALTY will be imposed on late submission of assignment as
specified in the Registrars Office circular 6/2012 (Refer to Registrars
Announcement in myVLE)
11.Anda perlu memastikan RESIT yang dikeluarkan bagi penghantaran tugasan
disimpan sebagai bukti penghantaran. Kegagalan mengemukakan resit dalam
sebarang isu yang timbul berkaitan penghantaran tugasan akan
mengakibatkan tugasan dianggap TIDAK dihantar / Please ensure that you
keep the RECEIPT issued upon submisson of your assignment as proof of
submission. Your assignment is considered as NOT submitted if you fail to
produce the submission receipt in any dispute arises concerning assignment
submission.
PENILAIAN / EVALUATION
Tugasan ini menyumbang sehingga 40% daripada jumlah markah kursus
berkenaan dan akan dinilai berdasarkan kepada Rubrik yang dilampirkan. / This
assignment accounts for 40% of the total marks for the course and shall be
assessed based on the Rubrics attached .
Anda akan diberikan maklum balas tentang tugasan ini sebelum Peperiksaan
Akhir Semester bermula. / You would be given feedback on the assignment
before the Final Semester Examination commences.
PLAGIARISME: POTONGAN MARKAH / PLAGIARISM: MARKS DEDUCTION
Amaran: Tugasan yang diserahkan, secara automatik, akan disemak untuk
menentukan kadar pertindihan. Jika plagiarisme dikesan, markah akan dipotong
seperti berikut: / Warning: The submitted assignment will automatically undergo
a similarity check. If plagiarism is detected, marks would be deducted as follows:

No.
1
2
3
4

% Kumpulan Pertindihan
(Similarity Group)
0 30
30.01 50
50.01 70
70.01 100

% Potongan Markah
(Marks Deduction)
0
5
10
100

ASSIGNMENT QUESTION

PURPOSE
The purpose of this assignment is to develop learners ability to analyse
and recommend ways to enhance customer loyalty level of a company.
Tujuan tugasan ini adalah untuk membangunkan kemahiran pelajar untuk
menganalisis

dan

mengesyorkan

cara-cara

bagi

memperkukuhkan

tahap

kesetiaan pelanggan sesebuah syarikat.


REQUIREMENT
Choose an insurance company such as AIA, Prudential Assurance,
Allianz Life Insurance, Etiqa Insurance, Zurich Insurance, Great Eastern
Life, Manulife, etc. OR a bank such as Maybank, CIMB, Hong Leong,
Public Bank, Ambank, etc. Analyse and recommend appropriate ways to
further enhance the loyalty level of target customer towards the chosen
company.
Pilih sebuah syarikat insuran contohnya AIA, Predential Assurance, Allianz Life
Insurance, Etiqa Insurance, Zurich Insurance, Great Eastern Life, Manulife dan
lain-lain ATAU sebuah bank seperti Maybank, CIMB, Hong Leong, Public Bank,
Ambank dan lain-lain. Analisis dan syorkan cara-cara yang sesuai bagi
memperkukuhkan tahap kesetiaan pelanggan sasaran terhadap syarikat pilihan.
_________________________________________________________________________
MUKA SURAT TAMAT / END OF PAGE

ATTACHMENT
ASSIGNMENT RUBRICS
BBMR4103 RELATIONSHIP MARKETING / SEPTEMBER 2015

Criteria
Introduction

Pengenalan

Weig
ht
1

0
No introduction
was given.

Tiada pengenalan
diberikan.

Low

Fair

Above average

Excellent

Introduction
covers clearly and
sufficiently on any
one of the
following:
(i) the name and
background of the
company, (ii) the
meaning of
customer loyalty
and (iii) the
principles of
customer loyalty,
(iv) the companys
product and
customer profile.

Introduction
covers clearly and
sufficiently on any
two of the
following:
(i) the name and
background of the
company, (ii) the
meaning of
customer loyalty
and (iii) the
principles of
customer loyalty,
(iv) the companys
product and
customer profile.

Introduction
covers clearly
and sufficiently
on any three of
the following:
(i) the name and
background of
the company, (ii)
the meaning of
customer loyalty
and (iii) the
principles of
customer
loyalty, (iv) the
companys
product and
customer profile.

Pengenalan meliputi
mana-mana satu
daripada perkara
berikut secara jelas
dan mencukupi:
(i) nama dan latar
belakang syarikat,
(ii) maksud
kesetiaan
pelanggan, (iii)
prinsip-prinsip
kesetiaan
pelanggan, (iv)
produk syarikat dan
profil pelanggan.

Pengenalan meliputi
mana-mana dua
daripada perkara
berikut secara jelas
dan mencukupi:
(i) nama dan latar
belakang syarikat,
(ii) maksud
kesetiaan
pelanggan, (iii)
prinsip-prinsip
kesetiaan
pelanggan, (iv)
produk syarikat dan
profil pelanggan.

Introduction
covers clearly
and sufficiently
on all of the
following:
(i) the name and
background of
the company,
(ii) the meaning
of customer
loyalty and (iii)
the principles of
customer
loyalty, (iv) the
companys
product and
customer
profile.

Pengenalan
meliputi tiga
daripada manamana perkara
berikut secara
jelas dan
mencukupi:
(i) nama dan latar
belakang syarikat,
(ii) maksud
kesetiaan
pelanggan, (iii)
prinsip-prinsip
kesetiaan
pelanggan, (iv)
produk syarikat

Pengenalan
meliputi kesemua
yang berikut
secara jelas dan
mencukupi:
(i) nama dan latar
belakang syarikat,
(ii) maksud
kesetiaan
pelanggan, (iii)
prinsip-prinsip
kesetiaan
pelanggan, (iv)
produk syarikat

Max
Mar
ks

Discussion on the
benefits of dealing
with loyal
customers.

Perbincangan
mengenai kelebihankelebihan berurusan
dengan pelanggan
setia.

No discussion was
given.

2.5

Tiada perbincangan
diberikan.

dan profil
pelanggan.

dan profil
pelanggan.

The discussion on
the benefits of
dealing with loyal
customers was
vague, incomplete
and lacked
relevant
examples.

The discussion on
the benefits of
dealing with loyal
customers was
fairly clear but
brief and lacked
relevant
examples.

The discussion
on the benefits
of dealing with
loyal customers
was clear and
quite detailed
with relevant
examples given.

The discussion
on the benefits
of dealing with
loyal customers
was very clear
and detailed
with relevant
examples given.

Perbincangan
mengenai kelebihankelebihan berurusan
dengan pelanggan
setia adalah kabur,
tidak lengkap dan
kekurangan contohcontoh relevan.

Perbincangan
mengenai kelebihankelebihan berurusan
dengan pelanggan
setia adalah agak
jelas tetapi ringkas
dan kekurangan
contoh-contoh
relevan.

Perbincangan
mengenai
kelebihankelebihan
berurusan dengan
pelanggan setia
adalah jelas dan
agak terperinci
dengan contohcontoh relevan
diberikan.

Perbincangan
mengenai
kelebihankelebihan
berurusan dengan
pelanggan setia
adalah sangat
jelas dan
terperinci dengan
contoh-contoh
relevan diberikan.

10

Analysis on the
loyalty level of
target customer
towards the chosen
company.

Analisis mengenai
tahap kesetiaan
pelanggan sasaran
terhadap syarikat
pilihan.

No analysis was
given.

Tiada analisis
diberikan.

Recommendations
on ways to further
enhance the
customer loyalty
level towards the
chosen company.

No
recommendation
was given.

Pengesyoran cara-cara
bagi memperkukuhkan
tahap kesetiaan
pelanggan terhadap
syarikat pilihan.

Tiada pengesyoran
diberikan.

The analysis on
the loyalty level of
target customer
towards the
chosen company
was vague,
incomplete and
lacked relevant
example(s).

The analysis on
the loyalty level of
target customer
towards the
chosen company
was fairly clear
but brief and
lacked relevant
example(s).

Analisis mengenai
tahap kesetiaan
pelanggan sasaran
terhadap syarikat
pilihan adalah kabur,
tidak lengkap dan
kekurangan contohcontoh relevan.
One feasible
recommendation
to further
enhances the
customer loyalty
level towards the
chosen company
with valid
justifications.

Analisis mengenai
tahap kesetiaan
pelanggan sasaran
terhadap syarikat
pilihan adalah agak
jelas tetapi ringkas
dan kekurangan
contoh-contoh
relevan
diberikan.
Two feasible
recommendations
to further
enhance the
customer loyalty
level towards the
chosen company
with valid
justifications.

Satu pengesyoran
yang boleh
dilaksanakan bagi
memperkukuhkan
tahap kesetiaan
pelanggan terhadap
syarikat pilihan
disokong dengan
justifikasi sah.

Dua pengesyoran
yang boleh
dilaksanakan bagi
memperkukuhkan
tahap kesetiaan
pelanggan terhadap
syarikat pilihan
disokong dengan
justifikasi sah.

The analysis on
the loyalty level
of target
customer
towards the
chosen company
was clear and
quite detailed
with relevant
example(s)
given.
Analisis mengenai
tahap kesetiaan
pelanggan sasaran
terhadap syarikat
pilihan adalah jelas
dan agak
terperinci
dengan
Three feasible
recommendation
s to further
enhance the
customer loyalty
level towards
the chosen
company with
valid
justifications.
Tiga pengesyoran
yang boleh
dilaksanakan bagi
memperkukuhkan
tahap kesetiaan
pelanggan
terhadap syarikat
pilihan disokong
dengan justifikasi
sah.

The analysis on
the loyalty level
of target
customer
towards the
chosen
company was
very clear and
detailed with
relevant
example(s)
given.

12

Analisis mengenai
tahap kesetiaan
pelanggan
sasaran terhadap
syarikat pilihan
adalah
sangat
Four feasible
recommendatio
ns to further
enhance the
customer
loyalty level
towards the
chosen
company with
valid
justifications.
Empat
pengesyoran yang
boleh
dilaksanakan bagi
memperkukuhkan
tahap kesetiaan
pelanggan
terhadap syarikat
pilihan disokong
dengan justifikasi
sah.

12

Summary

Ringkasan

Total points

No summary
given.

0.5

10

Tiada ringkasan
diberikan.

Only a few points


of the assignment
were summarised.
Hanya beberapa isi
utama tugasan
tersebut telah
diringkaskan.

Some of the key


points of the
assignment were
summarised.

Most of the key


points of the
assignment were
summarised.

Sesetengah isi
utama tugasan
tersebut telah
diringkaskan.

Kebanyakan isi
utama tugasan
tersebut telah
diringkaskan.

All of the key


points of the
assignment
were
summarised.
Semua isi utama
tugasan tersebut
telah
diringkaskan.

40