Assignment Sheet

Unit Name Services Marketing

Unit Code MKW3301
Unit Teacher Names Prof. Dr. Dilip S. Mutum
Assignment Name Case Study Analysis (Individual)
Assignment Number/Reference A2

Learning Outcomes
This assignment assesses the following learning outcomes:

Learning Outcome Learning Outcome Description

Number
1 Define and explain service and understand the implications of this
on marketing, buyer behaviour, classification of services and
internationalising services.
3 Develop and implement promotional, pricing, product, and
distribution strategies for a service considering the demand
management and service positioning implications.
4 Explain the importance of the measurement of service quality,
giving consideration to relationship marketing theory, complaint
handling and service recovery.

This assignment is worth [35%] of your overall grade for this unit. Please see the assignment
rubric for the weightings of each assessment criterion.

Requirements
This assignment has the following requirements:

Assignment Type Individual

Response Format Case Study Analysis
Response • 1500-word case study analysis in PDF format.
Specifications • Word Count – 1500 (±10%), excluding references and
appendix.
• Referencing – APA Format (Refer to Q Manual for format).
• 12-pt font (Times New Roman or Arial).
• 1.5 spacing.
• Margin: Justified.
• Number of references (Based on the quality and quantity of
references used – subject to marker’s interpretation).
• Turnitin Threshold: 15%
Due Date Case study material will be released on 13th September 2023,
Tuesday, 4:30 pm (Week 8). You will be given 24 hours to complete
the case study.
Submission date: 14th September 2023, Thursday, 4:30 pm.

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Submission Process You are to submit it via Moodle through the submission link. Only
Moodle submission is accepted.
Value 35%
Assignment Instructions
• This is an individual task.
• Case studies are an integral part of knowledge accumulation as it analyses a real-life
situation where existing problem(s) need to be solved. Particularly in services
marketing, it is an essential way of illustrating theories and strategies in a real-world
situation.
• In this assignment, you are expected to analyse the given Case Study. Your analysis
should discuss the critical marketing issues/problems, alternatives, your own
recommendations, and your implementation/ action plan as a services marketer.
• When writing your analysis, keep in mind the service marketing theories and
concepts and anything that you find relevant. Your analysis should be approximately
1500 words in length.

Assignment Guidelines
General Instructions
As an outline, your analysis should contain the following:
1. The critical marketing Issue/Problem Identification section (typically 200 words)
• A brief background of relevant information/facts pertinent to the case.
• Remember, the goal is not to summarize the given case as we all have the case
available to us.
2. An Alternatives section to address the key issues (typically 250-300 words).
• Your alternatives must be strategic.
• Think about the changes that could have been made or what could have been
avoided.
3. Evaluation of Alternatives section (typically 300-350 words).
• Arguments should be provided for and against each alternative and you should
discuss their pros and/or cons.
4. A Recommendation section where you can select any of the alternatives from your list
above as the recommendation (typically 350-400 words).
• This should answer the question, “What should the organization do or could have
done better?”
• Do not repeat the recommendations in the case. Think out of the box!
• You can select any of the alternatives from your list above (in evaluating alternatives)
as the recommendation.
• Develop the most effective, efficient, and feasible combination of alternatives to
solve the problems within the boundaries of the firm’s objectives.
• Do NOT recommend researching, hiring a consultant, or setting up a team or
com./task force to study the situation. You are the consultant.
5. A section discussing the Implementation/Action Plan (typically 200-250 words)
• This answers the question, “How should the organization achieve YOUR
recommendations.”
• This is the most essential part of the entire case analysis. This section describes how
the organization should go about making your recommendation happen.

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NOTE: Generative AI tools are restricted for specific functions in this assessment task. In this
assessment, you can use generative artificial intelligence (AI) to [brainstorm ideas for which
use is permitted] only. Any use of generative AI must be appropriately acknowledged.