MKTG3040 Service Marketing Assessment Item Two Case Study Analysis Report

University	The University of Newcastle (UoN)
Subject	MKTG3040: Service Marketing

TABLE OF CONTENTS

01 Assessment Purpose

02 Assessment Description

03 Assessment Structure

04 Assessment Rubric

05 Course Contact

01. ASSESSMENT PURPOSE

The purpose of Assessment Item Two: Case Study Analysis Report is to assess your ability to critically analyse a service related issues for a service organisation and provide practically relevant and well- justified recommendations

Targeted course learning outcomes that are achieved through the completion of this assessment include:

• Demonstrate an extended understanding of the similarities and differences in service-based and physical product-based marketing activities;
• Demonstrate a knowledge of the extended marketing mix for services;
• Specify, analyse, and select markets for specific service products;
• Demonstrate integrative knowledge of marketing issues associated with service productivity, perceived quality, customer satisfaction and loyalty and
• Apply relevant services marketing theory, research and analysis skills to contemporary case studies and communicate outcomes employing professional discourse and formats.

02. ASSESSMENT DESCRIPTION

In this assessment task you are asked to work individually to complete a case study analysis on one of the four available case studies located on Canvas. Once you have selected your chosen case study, you are asked to apply a consultative lens in identifying the service- related issues present within the case study and providing feasible , well-justified and actionable recommendations. Your case analysis will have discussion spanning across the following:

As you will see in your detailed marking rubric (see Section 04), there are marks awarded for your ability to develop logical and well-substantiated discussion (refer to understanding & analysis in the rubric). To do this, ensure that you:

Other Information:

• Defend your point of view;
• Integrate relevant theories & concepts to the discussion and
• Utilise practitioner & academic sources to support arguments.
• 25% of your total course mark
• 2’500 words +/-10% (Max = 2’750)
• Ensure you use headings, sub-headings, figure and table headings
• Submit a copy of your assessment via the Canvas portal
• Feedback will be provided two weeks following submission

03. ASSESSMENT STRUCTURE

In this section the required and assessable sections of your assessment task will be discussed. Please note there is flexibility in how you structure your case study analysis, you are able to structure the analysis using (1) Reports style Sub-Headings or in (2) Essay style. Select the structure that you feel the most comfortable with. If using the report style sub-headings please be aware that you will not need to an executive summary, however you will need a table of contents. See below what is expected in the that you are to submit.

Title Page/ Coversheet

You are expected to have either a University cover sheet or a title page for your assessment task.

INTRODUCTION

There are important aspects to consider when writing an introduction, these include:

• It needs to define what you are going to talk about; otherwise, the marker cannot tell if you have talked about it meaningfully or not.
• It needs to show your marker what you are trying to do with your topic – WHAT ISTHE DIRECTION OF THE Case Study Analysis.
• It needs to show your marker what you are going to cover (and what you’re not, if need be)
• It needs to give your marker background information necessary to their understanding.
• In this introduction you may choose to include some description and background information on the organsiation and its service-related problems.

PROBLEM IDENTIFICATION

Once you have reviewed your chosen case study, you are asked to identify the service- related problems faced by the organisation. In your discussion, it is pertinent that you explain the gravity of the problem and its impact to the organisation both in the short and long-term.

RECOMMENDATIONS

Based on the identification of the service-related problems faced by the organisation a minimum of two recommendations for change must be provided. These recommendations must be prioritised and justified from both a theoretical and practical perspective. Things to consider in structuring your recommendation:

• What is the recommendation
• What considerations (i.e. resources such as cost, training, changes to environment) are tied to the recommendation
• How would this recommendation be implemented and
• Justification on why this recommendation is the most suitable to deal with the identified service-related problems.

CONCLUSION

There are some important elements you need to do in the conclusion:

• You need to link it to the rest of your case study analysis;
• You need to highlight the significant elements from the analysis (problems and recommendations).
• You need to draw out the main points you want to make about the topic and make them at a general level.
• You need to avoid introducing new material.

UNDERSTANDING & ANALYSIS

This is a section that sits within your marking rubric but is NOT a separate section within your case study. Understanding and analysis requires that each component of your report features the appropriate services marketing terminology throughout the discussion and is done so correctly. Please note that this does not require definitions to be added to your discussion, as the inclusion of definitions does not demonstrate your understanding and analysis of the services marketing concepts. Concepts you can include but are not limited to:

• Category of Service process
• Service environment
• Demand and capacity