Identify an organisation; prepare and assess the blueprint of its service delivery process to highlight identifiable strengths and weaknesses.
Maximum length for the assignment is 3,000 words, excluding list of references, figures, diagram and tables. Submission 16th December deadline 16.00.
The report presentation should be in clear professional report format. Word-processed or typed material is compulsory and marks are awarded for presentation.
The assignment is:
a) Identify an organisation; prepare and assess the blueprint of its service delivery process to highlight identifiable strengths and weaknesses.
b) Assess the extent that an organisation’s current “process” enables different “customer value propositions” relevant to a range of customer segments to be developed.
c) Advise the senior management team about the implications of this analysis in relation to choosing either a transactional or a relational business model. Be clear about the potential benefits and limitations of recommending either approach.
NB. It is advised that in selecting an organisation that you chose one which has a strong service orientation and where you can access information relevant to building a blue print.
Assessment Criteria for Coursework:
You must select one service organisation type from the following list:
 Dental Clinic
 Car Hire
Key Specifications and Requirements:
1. Assignment is to be written in professional report format.
2. Assignment length – 3000 (not including cover page, executive summary, contents, data charts, references and appendices. Mark penalties will be applied in accordance with HUBS guidelines.
3. In selecting an organisation consideration should be given to how much information can be gained to enable a detailed blue print to be generated.
4. You must acknowledge any factual sources of information and include references to ideas, assertion or concepts used in your discussion. Failure to adequately referencing resources is treated as plagiarism under regulation of The Business School, University of Hull.
5. You must use Harvard Referencing System to state any factual sources of information in the text and the list of references. You can find further detail in the Business School Study Skills Handbook.
6. It may help to have someone read through your assignment in draft form, to detect any grammatical errors, spelling mistakes, typing errors or confusion in your use of language. Careless work rarely achieves top marks and good presentation can help a strong argument to be understood more easily.
7. Content Requirement, students must demonstrate:
• Knowledge of the subject area in question.
• The ability to search out additional (relevant) material to that given in the lecture.
• The ability to marshal material into logical and coherent lines of reasoning in a critical and analytical fashion.
• The ability to inform the reader whilst answering the question.
• The ability to acknowledge the contribution of others with accurate and appropriate referencing (use Harvard Referencing System).
8. The use of web based resources which summarise primary sources for example Wikipidia are seen as an inappropriate and will not be accepted as a valid source in support of your work.
Services Marketing Coursework Marking Criteria
(Equally Weighted) Less than 40 40 – 49 50 – 59 60 – 59 70+
Effective Application of Concepts Limited range of concepts; ideas unfocused.
Some superficiality in treatment of the topic; services/industrial marketing concepts not deployed to any great depth, or effect Shows acquaintance with and understanding of key concepts and ability to apply them Solid knowledge of concepts and their effective application demonstrated Excellent knowledge of, and credible application of, concepts and frameworks
Unsupported arguments; little use of relevant material; descriptive and without critical analysis. Appropriate organisation; some evidence of understanding of ideas and ability to relate ideas and to project material; mainly descriptive with limited attempt at critical judgement. Ideas organised and grouped into a coherent argument; use of project material to support argument; some critical analysis, limited appraisal of implications. Critical review and synthesis of case material; coherent, realistic and well-supported argument; insightful use of personal ideas and experience Systematic, thorough, well-supported analysis; evaluation and discussion of implications.
Depth of Engagement with the Case Study
Shows weak or poor acquaintance with project
Some evidence of research into the project
Shows basic grasp of main issues in target organisation
Competent and systematic coverage of project context
Shows very thorough engagement with and thorough understanding of all relevant project data
Module learning outcomes – assessment mapping
Learning outcomes The module has the following Learning Outcomes:
• 1: a. Select and explain theories of services marketing and management that are complex, coherent and detailed and are at, or informed by, the forefront of the subject and professional practice.
• 2: b. Demonstrate breadth and depth of awareness, and understanding of issues at the forefront of services marketing and management.
• 3: c. Make judgments by critical analysis and evaluation in relation to unpredictable and complex literature and situations
• 4: d. Devise and sustain an argument supported by significant evidence and use of quality and contemporary literature sources in the subject of services marketing and management
• 5: e. Convey complex information effectively in written/spoken English which is accurate, appropriate, and has clarity whilst demonstrating command of grammar, syntax, vocabulary-choice and style which is appropriate to a services marketing and management context.
• 6: f. Identify and solve complex service related problems in both business-to-business and business-to-customer service contexts by identifying the main characteristics of the problem
• 7: g. Select, justify and use appropriate theoretical approaches from services marketing and management literature, including those at the forefront of the subject and in professional practice.
Module outcomes Assessment method 1 Assessment method 2
(1) X X
(2) X X
(3) X X
(5) X X
(7) X X
Assessment criteria and performance descriptors for examinations
Please refer to the above assessment detailed information
There is no penalty for submitting an assessment that is under the published word-length; as, by not using the full word-length, you may effectively penalise yourself. If, on the other hand, you do submit an assignment that is in excess of the published word-length, then the mark you are awarded will incur the following penalties:
Amount over word limit Penalty
10-20% 10% reduction in mark
More than 20% Mark of 0 awarded
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