Learning Objectives Assessed: 2, 3, 4, 5, 6
1 recognise the relevance and limitations of existing marketing theories and concepts to services marketing
2 understand the role of customers in service delivery
3 comprehend the importance of service personnel in service delivery
4 apply services marketing principles in real-world settings
5 synthesise service marketing concepts with operations management and human resources in the design and management of service organisations
6 understand services marketing ideas and critically evaluate their relevance to practice
As we move towards a more service-based economy, the marketing of services presents a number of key challenges to marketers.
This assessment is designed to be an informative and analytical exercise focused on exploring a particular topic. You will select a topics from those discussed weekly in seminars.
You will undertake a detailed and critical examination of the topic, (a) using chapter readings, (b) journal articles, (c) industry publications and (d) your own personal experiences. Do not simply limit your research to the textbook and personal experiences.
(a) discuss, how the academic discusion has evolved over the years
(b) using both academic and practitioner literature, you reflect on why this topic is important in service firm competitive strategy
(b) What are the current developments
You need to include practical examples and also need to directly relate to a leading service firm and the industry this firm operates in.
The report should be 1000 words in length (single-line spacing, Times New Roman font).
Topics you can choose1. Gaps model of service quality2. Customer expectations and perceptions3. Customer research & relationships4. Service failure and recovery5. New service design and standards 6. Physical evidence and servicecape7. New service design and standards