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ASSESSMENT 2: SERVICES MARKETING PLAN (35%)
The group marketing plan is to be completed in groups of FOUR students. Each group is to select a local service organisation, from the list of service categories shown, to complete Assessment 2.
Service Categories
Education Providers – Public or Private Colleges; Universities
Hospitals/Medical - Public Hospitals; Private Medical Centres; Nursing Homes; Hospitals
Financial – Trading Banks; Insurance Companies; Credit Unions
Telecommunication Networks - Fixed-line Networks; Mobile Networks; Broadband; Subscription TV
Airlines (local airline services only)
The list of service categories is indicative only. If you select a service organisation that is not included in the list of service industries, consult your local lecturer before proceeding.
Note: It is important that each group explains how the relevant services marketing theory and/or practice can be applied to the selected local service organisation. The group will receive a Fail grade for the particular Report if it does not explain the relevance, and practical application of the services marketing theory, to the selected service organisation.
Due Date: Workshop 5
This assignment requires you to form groups of up to 4 people in your workshop/tutorial class and develop a services marketing plan for a service company of your choice (The Affiliate lecturer makes the final decision on groupings and organisation choice). Each group has to submit a service organisation profile of the chosen service organisation to their tutor in Workshop 2 (See Appendix A for Service Organisation Profile).
The company should be mainly offering a service product, for example, a financial consulting firm, dry cleaning service, or education provider rather than a convenience store or fast food restaurant (these are more goods dominant industries). Some companies offer many service lines so you try to select the main service offering. Pick a service provider that you can get information easily, for example, service providers with websites, reported in magazines, or companies, which you have been regular customers or personally worked as service employees, are ideal.
The services marketing plan should follow specific guidelines (See Appendix A for Marketing Plan Structure). It should be typed written in 12-point Times New Roman font and double-spaced. The word limit for the plan is 2500 words (excluding executive summary, appendices and references). Students are expected to retain copies of all assessment items submitted until a final grade for the course has been awarded.
The services marketing plan should be supported by secondary research from various sources such as academic journal articles, periodicals (newspapers or magazines), books, and other business or population statistics e.g. ABS. You should use appropriate services marketing concepts to describe and justify the strategies. The marketing plan must include no less than ten (10) academic journal articles, dated no earlier than 2009. Failure to review the required number of academic journal articles will result in lower marks being awarded for the ‘Extent of Research and Supporting Materials’ criteria (see the marking criteria). When you are researching, do not substitute web-pages and/or blogs, such as Wikipedia, for academic journal articles because it is very unlikely that those web-pages will have the academic rigour. Other associated Academic Journals and Supplementary references are listed under Resources for this unit. A list of the online databases that are accessible from the Murdoch Library’s homepage: http://library.murdoch.edu.au/
Your final plan should include (Refer to Appendix A for specific details):
Executive summary
Introduction to organisation
Situation analysis that includes a SWOT analysis, target market segmentation and positioning
In-depth analysis and audit of current services marketing strategies
Proposed recommendations to existing strategies
Any supporting materials that helped to formulate your services marketing strategies should be included in the Appendices
The marketing plan is a group assignment so students should plan and work together to ensure an equitable workload. Students should utilise the strengths of individual group member and actively resolve potential group conflict prior to the submission of the assignment.
Assignment structure
The services marketing plan will take more time than you initially thought; something will invariably go wrong and the blame game will begin! Start working on the services marketing plan straight away!
| Format | |
| Paper | A4, white |
| Font | Times Roman, 12 point |
| Line spacing | Double |
| Title Page | To include Unit Title; Assignment Title; Your student numbers and names; and the day/time of your Workshop/tutorial. |
| Page numbering | To start from the first page of the assignment text; not from the Title page. |
| References | Use Chicago/Harvard Style referencing for in-text referencing and the list of References at the end of the assignment; do not use footnotes. Poor/incorrect referencing will lower your marks. Go to: http://weblib.murdoch.edu.au/citation/chicago.html |
| Quotations | Avoid the overuse of quotations; they are to support your intellectual effort, not replace it. |
| Margins | 2.5 cm margin, top and bottom; left and right. |
| Spelling | Use the Spell check facility in the word processor, but remember Australian English is the standard (not US English!). |
| Style | Do not use expressions such as; I believe..., I think..., We..., Our... or In my/our opinion... Use third person impersonal, and an active writing style, for all your written work. It is your responsibility to focus the reader's attention on your analysis and the logical conclusions that you have drawn from that analysis. |
| Stapled | Top left hand corner; binding is not required for either Research Report in this Unit. |
The services marketing plan will be evaluated based on the analysis and insights to the strategies, understanding of services marketing, ability to integrate relevant theoretical concepts, depth of research and overall written quality of the plan (see Marking Criteria overpage).
| Marking Criteria for Services Marketing Plan | |||||
| Criteria | Excellent (8-10) | Good (7-8) | Satisfactory (5-6) | Unsatisfactory (0-4) | |
| Executive summary and Introduction (10 marks) | Executive summary very succinct and comprehensively addresses key issues in the plan. Very highly relevant and succinct discussion on the company and topic. (9-10) | Executive summary quite succinct and addresses most key issues in the plan. Highly relevant and succinct discussion on the company and topic. (7-8) | Reasonable attempt at summarising the key issues in the executive summary in a concise manner. Reasonably relevant and succinct discussion on the company and topic. (5-6) | Does not adequately address the key issues in the plan and/or is lengthy Content generally lacks relevance to the company and topic and/or is lengthy (0-4) | |
| Identification of key issues (10 marks) | Accurately identifies and excellent justification of all key issues. (9-10) | Accurately identifies most key issues and provides good justification. (7-8) | Reasonably identifies most key issues and provides satisfactory justification, some flaws evident. (5-6) | Key issues not adequately covered and with little justification, major flaws evident. (0-4) | |
| Analysis of Current Service Strategies (30 marks) | Highly insightful and thorough analysis of current service strategies. Critical analysis extremely well developed. Excellent integration of services marketing theory and research. (9-10) | Insightful and thorough analysis of current service strategies. Displays high level of critical analysis. Good integration of services marketing theory and research. (7-8) | Satisfactory insights and analysis of current service strategies. Displays satisfactory critical analysis. Integrates services marketing theory and research, some flaws evident. (5-6) | Incomplete analysis of current service strategies. Critical analysis is weak or undeveloped. Limited and/or inappropriate integration of services marketing theory and research. (0-4) | |
| Recommended Strategies (30 marks) | Very well justified and reasoned solutions, consistent with analyses. Strategies are very creative. (9-10) | Well justified and thought out solutions, consistent to most of the analyses. Strategies are quite creative. (7-8) | Appropriate solutions based on reasonable justification, linked to the analyses, some flaws evident. Demonstrates some creativity in strategies. (5-6) | Inappropriate/poorly justified solutions, with little/no link to the analyses. Demonstrates little thought/originality in strategies. (0-4) | |
| Extent of Research and Supporting Materials (10marks) | Provides extensive, highly relevant supporting material to support analyses. Supporting material very creative (9-10) | Provides a lot of supporting, mostly relevant material to support analyses. Supporting material quite creative (7-8) | Provides satisfactory supporting material to support analyses, some flaws evident. Some creativity in supporting material (5-6) | Insufficient and/or inappropriate use of supporting material to support analyses. Little thought in use of supporting material (0-4) | |
| Overall quality of presentation and referencing (10 marks) E.g. Structure, grammar, referencing, readability | Quality of presentation is extremely and consistently high. Excellent written expression and superior grammar and spelling. Referencing is consistent and correct. (9-10) | Quality of presentation is a high standard. Good written expression, spelling and grammar at a high standard with very few errors. Referencing is mostly consistent and correct. (7-8) | Quality of presentation is of a satisfactory standard. Writing quality satisfactory and/or occasional errors in spelling and/or grammar. Satisfactory attempt at referencing, but not always consistent or correct. (5-6) | Quality of presentation is a weak or very weak standard. Poor writing quality and/or significant errors in spelling and/or grammar. Little/no evidence of referencing, mostly inconsistent and incorrect. (0-4) | |
| Overall Comments: | Total /100 Reweighted /35% | ||||
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