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Objectives
•This assessment item relates to the course learning outcomes as stated on page 1.
Topic
The main topic for this report is ?€?Customer Loyalty and Relationship Marketing’ (CLRM).
Context
As the Director of Customer Relationship Marketing for your company, you have been asked by your CEO to explore the potential of a loyalty programme.
Option
Choose one of these two (2) options:
1.Explore CLRM through a loyalty programme of a fictitious company that you would like to start up.
1.Explore CLRM with the company you currently work for.
You must email your selection of company, with a brief summary (50 words minimum) to your Lecturer for acceptance before 11:55pm Tuesday of Week 4 (20/3/2012). You will receive confirmation before 11.55pm Tuesday of Week 6.
Task
Write a report for the CEO of the company determining the benefit of a CLRM programme, and provide recommendations about an CLRM programme for the company.
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