MKT540 Details OF Assessment March 2022 ODL PDF

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Summary

MKT540 – SERVICES MARKETINGCOURSE LEARNING OUTCOMES (CLO) : CLO 1 : Apply theories and practices related to services marketing  CLO 2 : Demonstrate work ethics and professionalism through self-reflection report related to services marketing CLO 3 : Display autonomous learning through observation ...

Description

March 2022/ira

MKT540 – SERVICES MARKETING COURSE LEARNING OUTCOMES (CLO) :  CLO 1 :

Apply theories and practices related to services marketing

 CLO 2 :

Demonstrate work ethics and professionalism through self-reflection report related to services marketing

 CLO 3 :

Display autonomous learning through observation and assessment of current service marketing trends.

ASSESSMENTS PLAN:

Target CLO

Assessment Plan

% RES PLO

CLO 2

PAIR ASSIGNMENT (Reflective paper)

20%

CLO 3

GROUP ASSIGNMENT (Case study)

20%

CLO 3

GROUP ASSIGNMENT (SMM Plan)

30%

FINAL TEST

30%

CLO 1

TOTAL

100%

A. FINAL TEST (30 %)  

Students will be given a case study and need to answer the questions in short essays. Questions should cover any 4 chapters from the syllabus – determined by the respective lecturer and must not overlap with topics in item B.

B. PAIR ASSIGNMENTS: Reflective Paper @ 20% CHAPTER 2: CUSTOMER BEHAVIOUR IN SERVICE CONTEXT Customers’ Roles in Service Delivery Unlike consumers of goods, service customers often are actively involved in the production process. This assignment highlights the complexities of managing a service operation where customer contact is frequent. Students are instructed to select a service that requires a moderate or high level of customer participation.

March 2022/ira

Students are then asked to respond to the following questions: 1.

What service have you selected?

2.

Describe your role as a customer in the service delivery.

3. 4.

How did you learn your “role”? How would you describe your level of participation (low/medium/high)? Explain.

5.

What influence do other customers have on your service experience?

6.

Is this a service that you might be able to provide yourself (without the service provider’s assistance)? Why or why not?

REPORT CONTENT i) Briefly describe the nature of service for the chosen company. ii) The content shall include:  Brief introduction on the topic of choice – to incorporate theories and align it with own perspective.  Describe their real-life experience & answers ALL the questions.  Prepare the INFOGRAPHIC report.

C. GROUP ASSIGNMENT (CASE STUDY) 20% CHAPTER 6: CRAFTING THE SERVICE ENVIRONMENT Servicescape Video A group of 5 members are asked to “produce” a short video segment (4 to 5 minutes) related to a specific servicescape. The servicescape is the environment where the service is delivered that has the potential to affect the customer’s experience. Although the assignment could include a local business, it probably could be done on most university campuses by looking at such servicescapes as a campus dining hall, a student recreational center, the library, the faculty office, and so on. The objective of this exercise is to build on the servicescape video exercise by comparing and contrasting two local service providers. This exercise can be used to demonstrate the differences in competitive formulas of two service firms that are providing the same core benefit. Students are typically asked to compare a fast-food franchise (e.g., McDonald’s and KFC) or a full-service restaurant (e.g., TGI Friday’s and Chill’s). INSTRUCTION: 1.

Use the VIDEO to point out specific examples.

2.

Briefly describe the nature of business for the chosen company.

3.

The content shall include:

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•

For each provider, what is done well in this servicescape? Elaborate and point out specific examples.

•

Which of the following characteristics (color, lighting, shapes, sound, smell) in each servicescape influences the customer’s experience? Explain.

•

What other aspects (besides the servicescape) of physical evidence is present?

REPORT CONTENT: The report must follow the following structure: Ø Cover page (title page) Ø Abstract (1 page) – State the summary of your project. Ø Acknowledgement – Statement of appreciation to be written in this section. Ø Table of contents – List of contents are stated in this section Ø Introduction – refer INSTRUCTION no 2. Ø Findings/Discussion – refer INSTRUCTION no 3. Ø Conclusions Ø Reference/Bibliography - The works cited and data sources used are listed here. Ø Appendix – Articles, graphs, or charts can be put in this section. Ø Report is in INFOGRAPHIC. Ø Submission: Video and Infographic Report. Ø Other additional guidelines are up to each lecturer's discretion. For lecturer: Depends on lecturer discretion, the selection of local business or any facilities within university campuses can be selected by the students. Because of the constraints for the students during pandemic, the team can choose one servicescape. If the team choose one, no comparison needed.

March 2022/ira

D. GROUP ASSIGNMENT SMM PLAN @ 20% AND GROUP PRESENTATION @ 10% CHAPTER 1 AND CHAPTER 4 (30%)

REPORT CONTENT: The report must follow the following structure: Ø Cover page (title page) Ø Abstract (1 page) – State the summary of your project. Ø Table of contents – List of contents are stated in this section Ø Reference/Bibliography - The works cited and data sources used are listed here. Ø Appendix – Articles, graphs, or charts can be put in this section.

Instruction: Give suggestion for improvement that can be taken by the company (similar with Group Assignment Case Study) to implement the best Service Marketing Mix (SMM) plan. Your arguments must be based on real issues that you have observed. Each main point of your argument must have its own subsection. Ø The guidelines are up to each lecturer's discretion. Ø Report is in INFOGRAPHIC. Ø Submission: Infographic Report. PRESENTATION: Ø Group Presentation are in INFOGRAPHIC. Ø Prepare infographic for items in red color for presentation (refer Group Assignment Case Study) *The SMM plan can be include: 7Ps, the new service product, pricing strategies by using rate fences, new service delivery and a propose promotion tool (just example).

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Source: Experiential Learning Exercises in Services Marketing Courses (Dwayne D. Gremler, K. Douglas Hoffman, Susan M. Keaveney, and Lauren K. Wright)...