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INTI INTERNATIONAL UNIVERSITY

MKT 4226: SERVICE MARKETING

AUGUST 2022 SESSION
INDIVIDUAL ASSIGNMENT

Module Name
Service Marketing Module Code MKT4226

Module Leader Dr. Lim Kim Yew Individual Assignment

Student ID Name

I certify that this assignment is my own work and where materials have
been used from published sources, they have been properly acknowledged.
I understand I will receive a mark of 0% for this assignment and may
Student’s receive further penalties if the content is found to be plagiarized.
Declaration
Signed: ____________________________________________

Date: _____________________________________________

Return of student’s
Date Received
assessed work/ date
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Weightage : 30%
Submission deadline: Week 10 (28 October 2022)

Course Learning Outcomes Assessed: CLO2

Tasks: Assume that you are the marketing manager for one of the food and beverage outlets in
Malaysia, you are required to prepare a marketing report to the management based on the below
criteria;

1. Provide a general introduction of the food and beverage company.

2. Explain the Servicescape model as an importance theory in extended marketing mix of

physical environment. Critically evaluate how Servicescape model can be applied in the
present food and beverage outlet to attract more customers.

3. Explain Service Blueprint as an importance approach in the extended marketing mix of

processes. Critically evaluate the importance service blueprint in managing the service
process of present food and beverage outlet

4. Explain the extended marketing mix of people in the service industry in general. Critically
evaluate the important and relevancy of managing people for service advantage in food
and beverage companies.

5. Conclusion and recommendations.

Maximum length 3000 (+ or -10%) words excluding appendices and reference, The assignment
will be evaluated based on:

9-10 points 6-8 points 3-5 points 0-2 points Weight Marks
CATEGORY
Outstanding Good Average Weak

SYNOPSIS

Introduction of Writing Writing Writing Writing does x 1.5

the company demonstrates demonstrates demonstrate not
concrete good s demonstrate
15%
understanding understandin understandi understandin
of company g of company ng of g of company
business business company business
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nature and nature and business nature and

mission mission nature and mission
statement. statement. mission statement.
statement.

Writing Writing Writing Writing does

demonstrates demonstrates demonstrate not
Physical concrete good s demonstrate
environment understanding understandin understandi understandin
as an of physical g of physical ng of g of physical
extended environment environment physical environment
marketing x 2.0
from service from service environme from service
mix in food marketing marketing nt from marketing
and beverage point of view point of view service point of view
company marketing
point of
20% view

Process as an Writing Writing Writing Writing does

extended demonstrates demonstrates demonstrate not
marketing concrete good s demonstrate
mix in food understanding understandin understandi understandin
of process as g of process ng of g of process
and beverage
an extended as an process as as an
company x 2.0
marketing extended an extended
20% mix marketing extended marketing
mix marketing mix
mix

People as an Writing Writing Writing Writing does

extended demonstrates demonstrates demonstrate not
marketing concrete good s demonstrate
mix in food understanding understandin understandi understandin
of people g of ng of g of people
and beverage x 2.0
as an people as an people as as an
company
extended extended an extended
20% marketing marketing extended marketing
mix mix marketing mix
mix
The The There is no No x1.0
conclusion ties conclusion is clear conclusion
Conclusion and
up/brings summarized, conclusion, provided.
Recommendati
together the but does not the paper
ons
introduction, tie up just ends
content and introduction,
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10% evaluation. content and

Well evaluation.
summarized.

Overall - The paper The paper The paper Many details

Organization & breaks the breaks the breaks the are not in a
Structure information information information logical or
into point- into point- into point- expected
10%
by-point by-point by-point order. There
structure. It structure but structure, is little sense x 1.0
follows a does not but some that the
consistent follow a information writing is
order consistent is in the organized.
order. wrong
section.

Perfectly Some errors Attempt at No works

formatted in Harvard citing cited
Works cited
Harvard works citation. works; but x 0.5
5% cited. incorrect
format.

Total 100%

STRUCTURING AND FORMATTING YOUR SUBMISSION

Your report should contain the following:
 Title Page, including the given title in full.
 Contents Page
 Introduction
 Main body, which should be organized into numbered sections under appropriate
headings.
 Conclusion
 Appendices, which should be numbered.
 Reference list/Bibliography
 Word count; excluding the Abstract, Contents page, appendices and reference
list/bibliography
 Please use the cover page provided by the lecturer
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 Its compulsory to Safe Assign your work (not exceeding 20%)

 Please adhere to Harvard referencing. For details refer to
https://www.citethisforme.com/harvard-referencing or
http://www.harvardgenerator.com/

Formatting the report

 The report should be word processed on A4 size paper with 12 font size, Times New
Roman, 1.5 spacing.
 Pages should be numbered.
 Your name should not appear on the script.
 Your student ID(s) should be included on every page as a header

COURSEWORK POLICIES
1. All coursework submitted must include the signed coversheet

2. Students MUST keep a copy of all submitted work for reference purposes prior to the original
being handed in and returned. This will provide proof that the work was completed, in the event
that the work goes astray.

3. All work must be submitted in the mode instructed by the Module Leader.

4. Work submitted under the student’s ID must only be the work of that student. All information
sources must be acknowledged, by providing a reference to the source both within the text and in
the form of a reference list and/or bibliography at the end of the submission. Not to do so is
plagiarism, which is academic misconduct and will be dealt with as set out in the rules and
regulations of INTI University.

5. You should provide your word count at the end of your report or essay. This should exclude your
abstract, contents page, reference list and/or bibliography and appendices.. If your work is
significantly shorter, you will probably have failed to provide the level of content required.

6. If you submit work after the submission deadline, you will fail in the coursework component.
However, the Module Leader may comment on the quality of the work for learning purposes.
The only exception to this is if you experience very serious circumstances which prevented you
submitting your work on time, in which case you can apply for “extenuation”. For more
information you may refer to your lecturer.