School of Business and Technology – Summative Assessment Review

Please attach this document to the front of your summative assessment and marking guide.

Upon completion of your first draft complete the initial sections and pass the document onto your
allocated Reviewer.

A single version of the document should be used with all comments and changes retained in Word
Revision mode so that the review process is clear to the HOP and External Examiner.

Audit Trail
Name of Module
Name of CW as per
allocated work
Level
If reusing a previous
assessment, please
provide:
• Date of assessment
used
• Exam
question number
Created By Name: Date:
Technical Check 1 Name: Date:
HOP sign off Name: Date:
External Examiner Review Name: Date:

Formative Assessment

In the table below please provide a brief description of the formative assessment:

Please remember the formative assessment needs to be the same format as the summative
assessment. The full policy and requirements around formative assessments can be found on the
Faculty Hub https://my.bpp.com/vle/mod/resource/view.php?id=1207064

Formative Assessment Brief Description

Mapping:

All learning outcomes should be assessed directly, not each area of the curriculum! If learning
outcomes are being assessed by an alternative summative assessment please make clear reference
below.

Each outcome only needs to be tested once.

Add full learning outcomes from your module outline as stated in the Programme Handbook* in the
first column and then complete the table.

Learning Outcome Tested in the formative Tested in which summative area

assessment yes/no?** of the assessment

*The definitive version of the Programme Handbook is saved on the 365 School of Business and Technology
Sharepoint site. All reviewers should refer to the 365 version ONLY, DO NOT accept emailed copies from any
source.

** not all learning outcomes need to be tested in the formative but the author needs to demonstrate that the
formative is aligned to one or more of the module outcomes.
 Reviewer – Please complete the below (this incorporates both the old peer review and tech
processes)

Reviewer Comments:

Has the author used the most up to date assessment template?

Are the instructions to the learner clear?

Consider
• Clarity of requirements
• Suitability for international students (e.g. use of informal
English or less commonly used words where a simpler one
could be substituted)

Are the learning outcomes identified above by the author the

most recently validated for this module?*

Has the assessment been checked for typos (names, dates, etc.)
and is the solution technically correct e.g. complies with
accounting standards?
Is the marking guide clear?

Consider

• Do the marks total correctly and match the solutions?

• Is there detailed guidance on marks allocation or guidance
on grade bands for holistically marked papers such that
the paper could be marked consistently and fairly by a
marker who is not the module leader
•
Any other general comments on the assessment such as
constructive feedback to enhance the quality of future
assessments?

HOP Review

1 Do the instructions on submission match the standardised

guidance issued by Head Academic Administration for the
school?
2 Does the Assessment match what has been validated in the
most up to date version of the Programme Handbook*
3 Have you checked that the review has been completed in full?
4 Have you checked the formative complies with the formative
assessment policy?
5 Are all the module learning outcomes being tested?

*The definitive version of the Programme Handbook is saved on the 365 School of Business and Technology
Sharepoint site. All reviewers should refer to the 365 version ONLY, DO NOT accept emailed copies from any
source.

External Examiner Notes and Comments

BPP Coursework Cover Sheet

Please use the table below as your cover sheet for the 1st page of the submission. The sheet should
be before the cover/title page of your submission.

Programme MSc Management

Customer Experience Strategy

Module name

Schedule Term

Student Reference Number (SRN)

Report/Assignment Title

Date of Submission
(Please attach the confirmation of any
extension received)

Declaration of Original Work:

I hereby declare that I have read and understood BPP’s regulations on plagiarism and that this is my
original work, researched, undertaken, completed and submitted in accordance with the requirements
of BPP School of Business and Technology.

The word count, excluding contents table, bibliography and appendices, is ___ words.

Student Reference Number: Date:

By submitting this coursework you agree to all rules and regulations of BPP regarding assessments
and awards for programmes. Please note, submission is your declaration you are fit to sit.

BPP University reserves the right to use all submitted work for educational purposes and may
request that work be published for a wider audience.

BPP School of Business and Technology

 MSc Management

Customer Experience Strategy

Coursework FORMATIVE Assessment Brief -

Version 2

Submission mode: Turnitin online access

1. General Assessment Guidance

• Please note late submissions will not be marked.

• You are required to submit all elements of your assessment via Turnitin online access. Only
submissions made via the specified mode will be accepted and hard copies or any other digital
form of submissions (like via email or pen drive etc.) will not be accepted.
• For coursework, the submission word limit is 700 words. You must comply with the word count
guidelines. You may submit LESS than 700 words but not more. Word Count guidelines can be
found on your programme home page and the coursework submission page.
• Do not put your name or contact details anywhere on your submission. You should only put
your student registration number (SRN) which will ensure your submission is recognised in the
marking process.
• You are required to use only Harvard Referencing System in your submission. Any content which
is already published by other author(s) and is not referenced will be considered as a case of
plagiarism.
You can find further information on Harvard Referencing in the online library on the VLE. You can
use the following link to access this information: http://bpp.libguides.com/Home/StudySupport
• BPP University has a strict policy regarding authenticity of assessments. In proven instances of
plagiarism or collusion, severe punishment will be imposed on offenders. You are advised to
read the rules and regulations regarding plagiarism and collusion in the GARs and MOPP which
are available on VLE in the Academic registry section.
• You should include a completed copy of the Assignment Cover sheet. Any submission without
this completed Assignment Cover sheet may be considered invalid and not marked.
2. Assessment Brief

You are required to write a 700-word report on the customer experience (CX) strategy of one (1)
company product/service shown below. You should base your report on the analysis of their CX
strategy in one specific country in which they operate, which you must identify in the introduction to
your report.

Choose one company (1) in the chart below:

Company Product Country

Google My Business Any
Apple MacBook Any
Coca-Cola Sprite Any
Mercedes Benz Long Wheelbase E-Class Any
Dyson Vacuum Any
Heinz Baked Beans Any
Voot Video Streaming India
Taj Hotels Hotel India
bKash Mobile financial services Bangladesh
Rupchanda Edible Oil Bangladesh
14th Street Pizza Food Pakistan
ChenOne Fashion Pakistan
GTBank Banking Nigeria

You should write your report for the Board of Directors of the company you have chosen from the
list above. Within the business report, reference should be made to relevant CX concepts, literature
and application as appropriate. Only use tables to answer the requirements where it is suggested to
do so.

In this formative you have to evidence your ability to meet:

• Learning Outcome 1 – Appraise (understand) the importance of customer experience for the
success of the business.
• Learning Outcome 2 - Design and implement a customer journey mapping process, persona
creation and measurement metrics.

You need to address the following tasks:

1. The importance of customer experience (10 marks): Define and explain the concept of
customer experience. Determine the importance of CX in the case of your chosen company’s
product/service. (Suggested word count: 300 words)
2. Consumer persona creation (15 marks): Define and explain what a consumer persona is and
describe its role in developing effective CX strategy. In application to the company
product/service identify a consumer persona of a senior person (aged over 65) and provide
the following elements in a visual format (graphic or table):
a. Demographics and story of the senior person
b. Profile of the senior person
c. Motivations for using the product/service by the senior person
d. Goals for using the product/service by the senior person
 e. Painpoints the product/service solves for the senior person
(Suggested word count: 200 words)
3. Mapping the customer journey (15 marks): define and explain what a customer journey is
and discuss its importance to CX strategy. In relation to your senior person consumer
persona identified in task 2, using a graphic or table, map their customer journey. This
should be from the perspective of the senior consumer persona and include the following:
a. Stages of journey
b. Activities
c. Feelings and needs
d. Potential opportunities for improvement
(Suggested word count: 200 words)
4. Presentation (5 marks): present your report in a structured and professional manner using
Harvard referencing guidelines.

Suggested Structure

A 700-word business report to the Board of Directors of the company, in the capacity of a CX
strategy consultant. There are many ways to construct a report and the following is only a
suggestion:

Title page: your reader’s first impression of the report. It should be succinct but still describe the
report’s contents so that it can be distinguished easily from other reports.

Comprehensive list of contents: a table of contents could help the reader to find specific
information in the report quickly. This includes page numbers and any additional sections such as
appendices and bibliography.

Report: covers your answers to the requirements one to eight as listed above.

Appendices: Appendices contain additional information which would be too detailed to include in
the main body. Typical examples of information included in appendices can be glossaries (if it is a
technical report), tables with supporting statistical data, examples of research and so on.

References list: if you have consulted any source, either printed or on-line, you must include it in the
list of your references and dates of internet access where applicable. For more information on
referencing and the Harvard system access the link given in the General Assessment Guidance
above.
3. Marking Guide (student version)
No mark is awarded for the Formative. The marking guide is used only to indicate to you the relative
importance of each part of the Assignment. The following table shows the mark allocation and
approach required.
Assignment Part
1. The importance of
customer experience (10
marks)
2. Consumer persona
creation (15 marks)
3.Customer journey map
(15 marks)
Mark Approach
2 • Clear definition
2 • Explanation of the concept of customer
experience.
3 • Why CX is important
3 • Appropriate discussion of the importance of
improving the customer experience in the case
of your chosen company product/service.
2 • Clear definition of a consumer persona
2 • Explanation of a consumer persona
3 • Explain its role in developing effective CX
strategy.
8 • Identification of one senior person (aged 65+)
consumer persona for your chosen company
product/service and a detailed visual (graphic or
table) is provided containing the following
elements:
o Demographics and story of senior
person
o Profile of senior person
o Motivations for using your chosen
company product/service for the senior
person
o Goals for using your chosen company
product/service for the senior person
o Painpoints your chosen company
product/service solves for the senior
person
1 • Clear definition of customer journey
2 • Explanation of a customer journey
2 • Purpose of customer journey
2 • Importance to CX strategy.
8 • A detailed customer journey is presented as a
graphic or table based on the senior person
consumer persona identified in task 2. It should
include the following elements:
o Stages of journey
o Activities
o Feelings and needs
 o Potential opportunities for
improvement.
Presentation (5 marks) 1 • Clear structure and layout
• Writing style: professional and concise
2
• Appropriate Referencing: range and credibility
2 of the sources use and correct application of
Harvard referencing style throughout report
and appendices

Total 45