On completion of this subject you will be able to:
Knowledge
Graduates will be able to, evaluate theoretical and practical knowledge of Services Marketing
Skills
Graduates will be able to, analyze marketing issues and strategies using core marketing concepts (eg. Differences between Goods and Services, Importance of Physical Evidence, Process and People in service industry, Servicescape, Marketing Mix, SWOT, Segmentation and Positioning) and work with others to develop Marketing strategies.
Application of Knowledge and skills
Graduates will be able to, apply theoretical and practical knowledge of Marketing in the diagnosis of organizational issues and the formulation of appropriate marketing strategies.
Students will demonstrate research skills, showing initiative in consulting the academic literature and integrating fresh ideas into the discourse in preparation for life-long learning.
Students will demonstrate the capacity to write persuasive reports containing sound recommendations, in preparation for their career in business.
Reflective Essay:
Choose a real-life service organisation that you are familiar with. You need to inform your lecturer of your choice by end of week 3.
Prepare a flowchart of the back-stage as well as the front-stage operations of this business.
Using this flowchart, explain the significance of the service encounter, and its managerial implications. The written component of the essay should not exceed 1200 words (12 font, Arial or Times New Roman single spaced)
1. Flowchart
Backstage Front stage
2. Explanation of significance of the service encounter
3. Analysis of managerial implications
4. Essay format & presentation
Service Recovery Group Report:
In teams of 4-5, students are required to choose 1 of the team's service organisation from Assessment 1 and write a report that addresses the following:
1. Present this service organisation as a blueprint.
2. What is the service organisation's front stage and back stage functions?
3. What are the "moments of truth" for this service organisation?
4. Show the determinants of satisfaction/dissatisfaction for this service organisation. Use relevant theories to also discuss service quality measurement (and quality gaps) in this organisation.
5. Devise a service-recovery strategy plan for the service organisation to deal with various critical incidents.
Teams are also required to perform a 10-minutes Oral presentation for their assignment.
Written report:
Blueprint
Front stage and back stage functions
Moments of truth for this service organisation
Determinants of satisfaction/dissatisfaction (gap model)
Service-recovery strategy plan
Report format & referencing
Oral Presentation:
Demonstrated key service failure/ moment(s) of truth
Appropriateness of service recovery strategies
Flow of presentation, interaction, and issues presented
Overall impression of excellence