1Coursework
International Services Marketing
Briefing 2020/21(individual, written)Coursework information
Course CodeM8Course
Title;International Services MarketingCouse Coordinator D
Coursework formatment Weighting100%
Word limit3,000 words (+/-10%) (excluding table of contents, appendices and bibliography). Submission dateoon
Assignment task
Choose two service companies with a different level of customers’ contact with the service operation (high-contact system vs low-contact system).
Critically analyse and compare these two companies regarding the following issues:
a)Customers’ profiles, expectations and standards
b)The critical components of the servicequality for each of these two companies
c)The rationale of each company’s marketing mix (7Ps) decisions, with particular emphasis on the 3Ps of services (People, Processes, Physical Evidence).Finally, based on your analysis,suggest how each of these companies can further improve theirservices.
Further details For details and guidelines watch the relevant video.Intended Learning Outcomes being assessed
1)Understand and explain the unique characteristics of services and the challenges in managing and delivering services.
2)Illustrate an understanding regarding the customers’ needs, expectations, and perceptions of services
3)Measure and effectively deliver services quality in different contextsto increase customer satisfaction and loyalty
4)Identify and analyse the components of the extended Marketing Mix (7Ps) of services-including the elements of processes, people, and physical evidence5)Explain, design, and improve service systems using service blueprints6)Use the ‘servicescape’concept effectively to design the physical evidence of a service system7)Apply the tools appropriate to design and develop effective customer-oriented services marketing strategies and tactics8)Critique the influences of the international marketplace on services marketingAssessment Criteria & Self-assessment rubric Please see below the assessment criteria.You coulduse the self-assessment rubric to evaluate your performance on your assignment draft.
