代写 MKTG1053 Service Quality assignment

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代写 MKTG1053 Service Quality assignment

MKTG1053 Service Quality (Semester 1, 2016) New Service Proposal Assignment Brief

MKTG1053 Service Quality (Semester 1, 2016)

ASSESSMENT 2: NEW SERVICE PROPOSAL

Weighting / Value: 40%

Submission Dates:

Part 1: 10-Minute Project Summary Presentation (Weighting 5 out of 30%) – Week 9/10/11

Part 2: 3,000 words Written Report (Weighting 25 out of 30%) – Week 11

Have you ever thought of a business idea and wondered if it will be feasible? Have you ever

dreamt about having or starting your own business? Have you ever used a service and thought,

“I could do this better!”?

This project provides you the opportunity to explore these thoughts further by utilising the

theories, concepts and tools you learn in this course to analyse, evaluate, shape and concretise

your ideas.

In groups of no more than four (4) members, you are to obtain, analyse and interpret relevant

information and data, demonstrate understanding and application of relevant services marketing

theories and concepts, demonstrate an ability to identify creative opportunities in services

marketing contexts, as well as to demonstrate a professional ability to collaborate and

communicate relevant services marketing concepts in personal and group contexts through the

completion of this New Service Proposal.

The aim of this proposal is to develop a new service product concept and analyse its feasibility

based on in-depth research and the utilisation of relevant theoretical concepts and tools learnt

during this course. You have the option to either explore:

1. A new service product idea from the perspective of a new business* that you would like to

build (e.g., a ‘major service innovation),

2. A ‘new’ service for an existing business* (Important Note: Although a ‘new’ service can

include ‘style changes’ and ‘service improvements’, please ensure that your proposed new

service involves a MAJOR change, such as a ‘product line extension’, ‘major process

innovation’, or ‘major service innovation’ – refer to pp.113-115 of Wirtz et al. 2012

for further information).

(*Note also that the ‘business’ you choose to explore need not be limited to profit-making

organisations, but can be based on a not-for-profit service organisation.)

It is expected that the proposal will include detailed information and analysis of the external

environment relevant to the business, as well as of each of the seven marketing mix elements

for the ‘new’ service. That is, you will explore the new service idea’s feasibility based on the

existing/potential performance and/or capabilities as well as of the environmental

trends/conditions relevant to the existing/envisioned organisation.

Some of the things you may consider doing and/or including in the report may include (but not

limited to):

- Conducting a small scale market research to ‘test’ out the new service idea (e.g., with a

small sample of the target market, and/or with ‘experts’ with the relevant

knowledge/expertise, for their feedback),

MKTG1053 Service Quality (Semester 1, 2016) New Service Proposal Assignment Brief

- Conducting short interview/s with an existing business owner (whom you may already

have an established rapport) or a service firm audit to explore any issues or problems the

business may be experiencing (and require improving), on which you can base your ‘new’

service suggestion.

Please conduct this research independently, without RMIT administrative involvement (such as

in terms of obtaining introductory letters, etc.).

Part 1: Project Summary Presentation

During the specified time-slot (in Week 9, 10 or 11) allocated by your tutor, students are to

present a 10-minute summary of their new service proposal.

The presentation will be assessed based on the level of preparation and effort, depth of

research, quality of information presented (e.g., in terms of relevance and accuracy), as well as

overall presentation qualities such as ability to sustain audience interest, clarity of speech and

timing (i.e., 10 minutes).

Students MUST submit a hard copy (i.e., printout) of their slides (in ‘3 slides to 1 page’ format)

at the BEGINNING of the tutorial in which they are due to present. Failure to do so will result in

loss of marks.

Students will receive feedback about their presentations during the tutorial immediately after

their presentation (where any suggested changes and improvements can be incorporated into

their final written report).

Part 2: Written Report

In no more than 3,000 words (excluding the Title Page, Executive Summary, Table of Contents,

Reference List and Appendices), students are to present their new service proposal via a written

report. This report will include a detailed introduction/background/overview section, as well as

sections detailing each of the seven (7) marketing mix elements of the proposed new service.

The information you present in each section may include (but not limited to) the following:

Executive Summary

(1 – 2 pages summary of the proposal)

Introduction and Business Overview

a. Background of organisation selected or the new business envisioned

b. Introduction to the proposed new service product concept (describe and

categorise the new service into people/possession/information/mental

stimulus processing service) and its driver (e.g., issue/problem within an

existing business or the result of an event/experience/environmental

factor/trend)

c. Positioning – analyse the new service’s target market (what is its

characteristics, why is it targeted?) and key competitors (what is your

competitive advantage, what makes you/your proposed new service different

to the competitors? Include a positioning map showing your organisation’s

position relative to competition); present the new service concept’s

‘pitch’/appeal

(Please turn over…)

代写 MKTG1053 Service Quality assignment

MKTG1053 Service Quality (Semester 1, 2016) New Service Proposal Assignment Brief

Analysis of the New Service Concept Idea and the Marketing Plan

Using the most appropriate models/concepts/tools, analyse and present your proposed

strategy for each of the following marketing mix elements:

g. Product (and Branding)

(What new service product/s are you offering? Describe the core product

offering in detail. Choose any three enhancing supplementary service

elements and describe how these will help improve the service experience for

the customers. What kind of branding strategy will you adopt for the new

service?)

b. Price and Revenue Management

(Develop the pricing strategy for the proposed new service using the pricing

tripod – which ‘leg’ of the tripod will you place emphasis? Use rate fences to

design and justify a pricing structure that will maximise revenue and sales for

this new service.)

c. Distributing Services

(How will the new service be distributed? Describe and justify the nature of

the ‘brick and mortar’ and/or electronic channel/s of distribution you have

selected.)

d. Promotion and Education

(Apply the 5Ws models to guide the service communication planning for the

new service. Provide detailed description of the communication channels and

visual of the communication messages. Design a promotional program that

can enhance customer loyalty. Provide mock ups of promotional/educational

materials.)

e. Service Environment and other Physical Evidence

(Provide details of the ambient environment and visuals/graphics [i.e., mock

ups] of at least three pieces/forms of ‘physical evidence’ required as a result

of the introduction of the proposed new service.)

f. Process

(Present a blueprint and detailed explanation capturing how the new service

will be produced and experienced. Identify key fail points and design poka-

yokes that ensure standards and service processes are followed accordingly.)

g. People

(What [new/existing] skills do staff members need to possess to produce the

new service? To what extent do you require/rely on your customers to engage

in co-production? What kind of training may be required to familiarise staff

members/customers with the new service? Using the Service Talent Cycle as a

guiding framework, design human resource strategies that can help move the

firm into the Cycle of Success.)

Conclusion

(Summary reflection [with justifications and evidence] of the strengths and

weaknesses of your proposed new service concept, and its feasibility or likelihood

of success.)

The reports will be assessed based on the quality of the information presented in terms of

depth, accuracy and relevance.

Meeting/Communication Log (to be included in the Appendices): Please keep a log of all group

meetings (including date, time and duration) and communication (including emails and other

forms of messages) necessary to demonstrate equal contribution of each member. Where

possible, include brief descriptions of key items discussed in each meeting, the key tasks and

responsibilities agreed upon, and other outcomes. This log will serve partly as evidence in the

case of disputes/complaints arising from unequal contribution of a specific member/s, and their

final results may be adjusted accordingly based on the Course Coordinator’s discretion (in

MKTG1053 Service Quality (Semester 1, 2016) New Service Proposal Assignment Brief

consultation with the tutor).

Sharing Your Proposal with Your Tutor: Each group are asked to create and edit their Proposal

via a shared ‘Document’ created on Google Drive. Please ‘share’ this document with (i.e., send

an invitation to) your tutor, who will periodically inspect student contributions and progress (and

provide feedback, if applicable). This Google Document will also be inspected in case of group

work contribution disputes/complaints.

Submission of Proposal: A representative from each group must then submit their work

electronically via Grade Centre in Blackboard, as well as via hardcopy in the tutorial in Week 11

accompanied by a completed Assignment Cover Sheet (with a declaration and statement of

authorship/s) containing signatures of all group members and a Turnitin originality report (with

a similarity index of no greater than 10%).

Week 6 New Service Idea Presentation

Groups are given an opportunity to present their new service idea during Week 6’s tutorial. The

purpose of this is so that groups can obtain feedback on their ‘new service’ ideas, and any issues

are identified/flagged early in the assignment preparation process. Although this does not form

part of the official assessment, it is crucial that a representative (or two) of the group make this

presentation. In the past, fundamental errors (e.g., in terms of the proposal of an inappropriate

‘new service idea’, which would have resulted in a significantly lower mark) were identified

through the presentations and groups were able to make the necessary amendments and/or be

steered towards the right direction to get back on track. Please present a summary of your new

service idea using only one (1) power presentation slide (with no sounds/animation), which is to

be submitted to your tutor at least 48 hours prior to the presentation via your RMIT student

email account (Emails sent to your tutor via any email accounts other than your official RMIT

student email account could be automatically filtered out into the ‘junk mail’ folder and not

read). The slides will be consolidated into and presented as one file during the

tutorial/presentations. Students are asked to avoid updating their slide after its submission or

load an updated slide on the day of the presentation. The presentation should be no longer than

3 minutes and can include also a verbal summary of the group’s work and key findings to date.

Students will receive feedback about their new service idea during the tutorial after their

presentation (where any suggested changes and improvements can be incorporated into their

project).

Assessor: Mr. David Fitzgerald / Dr. Gauri Laud / Ms. Jessica Pallant / Mr. Simon Thornton

MKTG1053 Service Quality (Semester 1, 2016)

ASSESSMENT 2 (PART 1): NEW SERVICE PROPOSAL – Project Summary Presentation

Name of New Service Concept:

Group Leader/Representative Name:

Assessment Criteria

Performance

NN PA CR DI HD

Not

Shown

Acceptable

(Requires

extensive

improvements*)

Good Very Good Excellent

Introduction/Background

Product (and Branding)

Pricing and Revenue

Management

Place & Time (Distribution)

Promotion and Education

Physical Evidence

Process

People

Evidence of in-depth research

Relevance of information

Application of relevant

theory/concepts

Originality of new service idea

Conclusion re. Feasibility of

Proposed Service Concept

Level of preparation and effort

Clarity of speech and good

timing (e.g., 10 minutes)

Ability to sustain audience

attention

Hardcopy (3 slides to 1 page

format) of presentation provided

prior to the commencement of

presentation?

* indicate levels of further ‘improvement/s’ (and thus likely amount of work) required to bring your project/work to ‘High Distinction’

quality/level.

Assessor: Mr. David Fitzgerald / Dr. Gauri Laud / Ms. Jessica Pallant / Mr. Simon Thornton

Comments:

Overall Grade: NN PA CR DI HD

Assessor: Mr. David Fitzgerald / Dr. Gauri Laud / Ms. Jessica Pallant / Mr. Simon Thornton

MKTG1053 Service Quality (Semester 1, 2016)

ASSESSMENT 2 (PART 2): NEW SERVICE PROPOSAL – Written Report

Name of New Service Concept:

Group Leader/Representative Name:

Report Evaluation

Not Shown

Acceptable

Good

Very Good

Outstanding

Executive Summary

Introduction and Business Overview

Ø Background of organisation

Ø Introduction to proposed new service

Ø Positioning

Analysis of New Service Concept Idea and Marketing Plan

Ø Product and Branding

Ø Pricing and Revenue Management

Ø Place and Time (Distribution)

Ø Promotion and Education

Ø Physical Evidence

Ø Process

Ø People

Conclusion

Originality of new service idea

Evidence of in-depth research

Relevance/usefulness of information

presented

Accuracy of theory application

Substantiated proposed strategies

Overall quality of report

Grade: NN PA CR DI HD

General Comments:

代写 MKTG1053 Service Quality assignment