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MARK5816 T3-无代写
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MARK5816 T3-2023 Assessment Information
8 September 2023
1
MARK5816 Services Marketing Management
Assessment Information
T3-2023
Page
1. Class Participation (15%). 2
2. Case Study – Individual Paper (10%). 3
3. Service Practice Critique – In Search of the Best and Worst
Service Practice (30%).
5
4. Major Report – Extended Service Encounter Diary and
Service Strategy Development (45%).
9
5. Assignment Submission Procedure. 9
6. Late Submission. 10
Appendix A: Format and Instruction for Major Report. 11
Appendix B: Key Journals for Services Marketing Management. 14
MARK5816 T3-2023 Assessment Information
8 September 2023
2
1. Class Participation (15%)
Class participation will offer opportunities for peer learning, thereby enhancing
students’ abilities to actively argue and defend their decisions on services marketing
management issues. This will promote the development and understanding of
alternative approaches and offer a chance for reflective learning. The design of class
participation aims to stimulate and foster new ideas through class discussion.
Your participation includes the responsibility to share your understanding and
judgment with the class in order to advance the group's collective skills and
knowledge. For the class to be a rewarding experience for everyone, I need your
active participation. If you diligently read the materials assigned for every class,
thoroughly prepare for cases, take part in pertinent discussions, and listen to others
with respect, you will be duly rewarded.
Class Participation Assessment Criteria:
Criterion Weighting
Evidence of preparation (e.g., advance reading of the related
materials, such as book chapter, journal article or case) and
ability to discuss/debate the issues.
35
Quality of expression and presentation of arguments. 30
Quality of contribution during the class and group discussion
(e.g., using theory to explain real world phenomena, using
theory to propose a solution or identify a problem).
35
Total 100
Students are expected to thoroughly read relevant textbook chapters, case discussion
materials, or handout materials prior to the lecture and actively participate in
discussions. Each week, recommended readings will be provided, which students
should review before attending the class. Active participation refers to making
intelligent comments and providing arguments relevant to the discussion topic. You
are also required to respond to the lecturer/tutor’s questions as much as you can
during the class. Additionally, students should respond to the responses of others in
the group.
Moreover, each week, students will be asked to provide written comments or
questions during service practice critique presentations and/or during class/tutorial
exercise, either as a group or as an individual.
If you are unable to attend the tutorial on a regular basis during the term and have a
valid reason, please email Dr Terrence Chong (terrence.chong@unsw.edu.au) by 15
September 2023 to discuss an alternative arrangement.
MARK5816 T3-2023 Assessment Information
8 September 2023
3
2. Case Study – Individual Paper (10%)
Due date: 16:00, Monday, 2 October 2023
Word limit: Maximum 500 words (All included except UNSW assignment
Cover sheet, references and appendices)
Submission: To Turnitin via Moodle
Task:
You are required to analyse the case:
Yim, B. and Lau, J., 2022. Porsche Taycan: Service Failure and Recovery. The
Asia Case Research Centre, The University of Hong Kong. Retrieved from
https://hbsp.harvard.edu/tu/b60f9b77
Please copy the entire link into a new browser window to get access to the case
document.
Based on the information provided in the case and your own research, answer all two
questions below. Use theory and/or secondary data, e.g., published government report,
consulting report to form critical discussions and support your arguments.
1. What lessons can any service marketer learn from this case?
2. What would Porsche have to do to recover this customer? Or do you think it is
an impossible task?
Required Format:
• The School of Marketing Assignment Cover Sheet as the first page.
• Question 1 answer.
• Question 2 answer.
• References.
Additional format requirements:
• Font size and style: Font size: 12. Style: Times New Roman.
• Margin: 2.5 cm.
• Space: Double spaced throughout the paper.
• This course uses in-text referencing, for more information also see Business
School Harvard Referencing Guide - UNSW Business School:
https://www.business.unsw.edu.au/Students-Site/Documents/Harvardreferenceguide.pdf
MARK5816 T3-2023 Assessment Information
8 September 2023
4
You must reference all non-original work, e.g., if you take an idea from an academic
journal article, book, magazine, website, you must reference it. Do not reference lecture
notes/PowerPoint, you must go to the original source, i.e., book, article, magazine,
website.
You are free to include an appendix; however, no mark is allocated to the information
contained in the appendix.
Evaluation criteria:
1. Quality of the arguments and critical discussion in relation to services marketing
management theory. (40%)
2. Quality of the supporting evidence (i.e., good use of theory and secondary data,
e.g., published government report, consulting report, to support your arguments and
discussions). (40%)
3. Presentation (i.e., meet the submission guidelines, format and structure
requirements. Communication should be creative, clear, accurate, and reader
friendly. All presentations should contain correct spelling, grammar, punctuation,
diction, and have a consistent referencing style). (20%)
MARK5816 T3-2023 Assessment Information
8 September 2023
5
3. Service Practice Critique – In Search of the Best and Worst Service
Practice (30%)
You are to make an in-class presentation based on the study of two service practices
(one best and one worst) within the same industry.
No. of students per group: 3 – 5.
Presentation time:
15-20 minutes plus at least 20 minutes for Q&A. All group members must actively
participate during the presentation and Q&A.
Due date:
Presentation slides and the 1-2 page summary are due 16:00, the day before the
presentation. Live in-class presentation is due during allocated tutorial week and time.
Submission:
One representative of each group is expected to submit a soft copy of PowerPoint slides
and a 1-2 page summary, to TurnitinTM via Moodle.
Main Tasks:
1) Critically discuss the unique characteristics of the industry chosen.
2) Identify the best and worst service practices within the same industry. You
need to justify why these practices were chosen. Critically discuss the best
and worst service practices based on the services marketing management
theories and concepts studied in MARK5816 and support this with good
secondary data.
3) Based on your analysis, provide a set of realistic recommendation(s) to
improve the worst service practice. The recommendation(s) will need to be
well supported and justified by services marketing management theories
and/or secondary data, e.g., published government report, consulting report.
4) Provide a 1-2 page (cover page, references, and appendix excluded) summary
of your key points.
Required format for the 1-2 page summary:
• The School of Marketing Assignment Cover Sheet as the first page.
a) Summary of the unique characteristics of the industry chosen.
b) Summary of the critical discussions of the best and worst service practices
identified.
c) Realistic suggestion(s) for improving the worst service practice.
MARK5816 T3-2023 Assessment Information
8 September 2023
6
• References.
• Appendix: You are free to include an appendix. However, no mark is
allocated to the information contained in the appendix.
Additional format requirements for the summary:
• Font size and style: Size: 12. Style: Times New Roman.
• Margin: 2.5 cm.
• Space: Double spaced throughout the summary.
Marking criteria: A copy of the evaluation criteria is contained on page 8.
Procedures:
The selection of group members, the industry and the day on which your group will
present will take place during the Week 1 tutorial. Please make sure you attend
the Week 1 tutorial. If you are unable to attend Week 1 tutorial, please contact
your tutor 12 hours in advance to make an alternative arrangement.
Manage group dynamics
You are expected to actively manage the conduct of meetings and record members’
contributions and the decisions/actions agreed to at each meeting. Clearly documented
procedures and agreed outcomes are a sound professional tool when working in groups.
Each student within the group will receive the same mark unless there is a dispute about
an individual’s contribution.
Choose your group members wisely. It is important to note that management of group
dynamics is your responsibility. Keep in mind that the assignment of clear
responsibilities as well as the development of consistent group norms (such as regular
meetings, communication, and the division of labour) is essential for cohesive group
performance. Also take note of the meeting discussions and group dynamics in case
there is any dispute on the contribution of any members.
Conflict and grievance procedures
Groups function best when everyone participates actively in the development and
resolution of the task. However, sometimes you will need to address situations where
one or more members do not attend meetings or complete their work. In the first
instance, such issues should be handled within your group.
If a grievance issue arises and it cannot be resolved within the group, then the next
step is to discuss the situation with the lecturer. Based on the evidence provided, the
lecturer will make a decision as to whether a single group mark is warranted or
whether individual marks are to be awarded. Please keep your meeting notes, drafts,
and email communication in case there is any dispute.
At the end of the term, if there is any dispute about individual contribution, a peer
evaluation of individual contributions to group work will be used to assess
performance within the group and hence your share of the marks. This assessment will
MARK5816 T3-2023 Assessment Information
8 September 2023
7
also be guided by any individual evidence supplied (e.g., meeting notes, drafts, email
communication).
Some basic tips for making a good PowerPoint presentation:
• Engage your audience with eye contact and speak to the audience rather than
simply reading from your notes.
• Don’t over-complicate your slides with too much information.
• Keep it relatively simple.
• Don’t simply read the PowerPoints, elaborate on each point contained in the slide.
MARK5816 T3-2023 Assessment Information
8 September 2023
8
Evaluation Criteria for Service Practice Critique Presentation
Time and Date: __________________________________________________
Industry Type: __________________________________________________
Group Members: __________________________________________________
__________________________________________________
1. Discussion of the industry chosen
(i.e., Have the key and unique characteristics of the selected service industry been
appropriately discussed? Are the key common issues facing this industry identified
and well justified? Has adequate background information been provided?)
25%
2. Identification of best and worst service practices
(i.e., Are the best and worst service practices critically evaluated based on sufficient
supporting evidence, e.g., secondary data such as published government report,
consulting report? Is the relative importance of issues described? Is the rationale for
choosing these practices within the industry sound? Are services marketing
management concepts well applied to analyse the service practices?)
25%
3. Recommendations to improve the worst service practice - using services
marketing management concepts/frameworks
(i.e., Are services marketing management concepts effectively applied to form the key
options for improving the worst service practices identified? Is good rationale
provided for choosing an option(s) (i.e., recommendation) for improving the worst
service practices identified? Are recommendations critically evaluated and justified by
sufficient supporting evidence (e.g., theory or secondary data, e.g., published
government report, consulting report?)
25%
4. Presentation and audience involvement
(i.e., Well-organised and presented? Appropriate and creative use of exhibits and
visual aids? Convincing and interesting? Appropriate time management? Effective
and creative encouragement of audience engagement? Presentation tailored to target
audience?)
25%
Overall mark: ________ /100
Overall comments:
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
MARK5816 T3-2023 Assessment Information
8 September 2023
9
4. Major Report – Extended Service Encounter Diary and Service
Strategy Development (45%)
Due date: 16:00, Wednesday, 22 November 2023
Word limit: Maximum 2,500 words (All included except UNSW assignment
cover sheet, references and appendices)
Submission: To Turnitin via Moodle course website
This major report is designed to help you understand customer expectations and why, as
consumers, we are sometimes satisfied or dissatisfied with the service experience. By
recording and analysing your own experiences, particularly in reference to the theories
of services marketing management, you should begin to discover what is truly needed to
satisfy a customer.
For this assignment, you are required to document your experiences with an extended
service encounter - i.e., describe what happened, and how you felt. This extended
service encounter might, for example, be an 8-hour flight from say Jakarta or Bangkok
to Sydney, or an extended stay in hospital. It may be a series of visits to a bank to get a
housing loan, an overnight (or longer) stay in a hotel, or it might be a series of
transactions with a business service provider (architect, accountant, consultant). The
encounters could be in Australia or overseas. It is important to note that in each of these
examples, there are numerous opportunities for customer interaction with the firm’s
employees, and/or systems, and each interaction has the potential to positively or
negatively influence outcomes.
Refer to the Appendix A for more details.
5. Assignment Submission Procedure
A) For individual paper
Individual paper must include a cover sheet and be signed by the student. The School
of Marketing Individual Assignment Cover Sheet can be found at:
https://www.business.unsw.edu.au/About-Site/Schools-Site/marketing-
site/Documents/Assignment%20Cover%20Sheet.pdf
Student MUST submit written assignments through the course website. The originality
of the assignments will be checked with TurnitinTM. Students are able to check the
similarity index and resubmit their reports until the deadline. Note, however, that
students are responsible for planning ahead and allowing sufficient time to view their
similarity index. Students are also advised to submit their papers during working hours
so as to receive any technical support, if necessary. Technical difficulties will not be
accepted as a valid reason for late submission.
MARK5816 T3-2023 Assessment Information
8 September 2023
10
B) For Service Practice Critique Presentation
Service practice critique summary must include a cover sheet and be signed by all
students in the group. The School of Marketing Group Assignment Cover Sheet can be
found at:
https://www.business.unsw.edu.au/About-Site/Schools-Site/marketing-
site/Documents/Group%20assignment%20coversheet.pdf
One representative member of each group is required to upload PowerPoint slides and
the 1-2 page service practice critique summary to TurnitinTM, 16:00 the day before your
presentation.
6. Late Submission
Late submission of written assignments will attract a penalty of 5% per day (including
weekends) or part thereof. Assessment items submitted more than five days (i.e., 120
hours) after the due date will be awarded zero marks. An assignment is considered late
if the requested format, such as electronic copy, has not been submitted on time (i.e.,
after a 10-minute grace period) or where the ‘wrong’ assignment has been submitted.
Consistent with business etiquette, group presentations must begin on time. If a group
member is absent, the group will proceed without the group member. Absent student(s)
will receive a zero for the presentation.
Extensions will only be granted on medical or compassionate grounds under extreme
circumstances, and will not be granted because of work and other commitments.
Requests for extensions must be made via special consideration
(https://www.student.unsw.edu.au/special-consideration). Medical certificates or other
evidence of extreme misfortune must be submitted through special consideration online
form and must contain information that justifies the extension sought.
MARK5816 T3-2023 Assessment Information
8 September 2023
11
Appendix A: Format and Instruction for Major Report - Extended Service
Encounter Diary and Service Strategy Development
(Please include: The School of Marketing Assignment Cover Sheet as the first page)
1. Title page (Title of the major report, student name and ID, date, and additional
information related to the assignment you wish to communicate to the marker.
This is different from The School of Marketing Assignment Cover Sheet).
2. Table of contents.
3. List of tables and figures (if applicable).
4. Executive summary.
You should only briefly summarise the service experienced, services marketing
management theories discussed, and key recommendation(s) proposed. This should be no
more than half a page. Have a separate page for the executive summary.
5. Brief description of the services experienced
To document what happened at each stage of the service encounter and describe your
feelings. Please focus on only one service provider (e.g., an airline, a hotel). You are also
required to give a satisfaction rating, a service quality rating, a value for money rating and
whether you would recommend this service provider to a close friend or family member
(all using 5-point scales). This section should be no more than 350 words.
6. Discussion of the relevant services marketing management theories
You need to critically discuss the relevant services marketing management theories that
will help you to analyse and evaluate the services experienced.
In addition to the MARK5816 text, you should at least read and refer to two recent
academic journal articles (published after 2015, excluding 2015) that are related to the
services marketing management theories you are going to apply to analyse your service
experience and form your recommendation(s) and implementation. See Appendix B for a
list of key academic journals. The two articles need to be selected from the journals listed
in Appendix B. You may choose these articles outside the list; however, you will need to
obtain written permission from Dr Terrence Chong by 15 November 2023 via email.
Please attach these two articles (full article) to your assignment as appendices.
You are encouraged to read and use more than two academic journal articles to form your
discussions and analyses. You do not need to obtain permission for your third article if it
is from outside of the journal list (Appendix B).
You must reference all non-original work, e.g., if you take an idea from academic journal
article, book, magazine, website, you must reference it. Do not reference lecture
notes/PowerPoint, you must go to the original source, i.e., book, article, magazine,
website. This section should be no more than 600 words.
MARK5816 T3-2023 Assessment Information
8 September 2023
12
7. Analyse and evaluate the services experienced
Analyse your overall (dis)satisfaction, quality and value judgements about the service
experienced by using services marketing management theories and concepts discussed in
Section 6.
This section should be no more than 900 words.
8. Recommendation(s) + Implementation
Based on the analysis, make a recommendation for improvement - or if your experience
was a very satisfying one, then indicate what lessons could be passed on to other service
organisations. By applying services marketing management theories, you should briefly
make a recommendation on how the service provider may improve their services.
However, do not recommend theory or ideas in this section. Practical and specific
recommendation(s) are required. Recommendation(s) should be evaluated in terms of its
advantages and disadvantages (strong and weak points) and you need to justify your
recommendation(s). No more than two recommendations should be made. Use valid
supporting evidence to argue why such recommendations are practical and useful.
In this section you should specifically explain how you would implement the
recommended solutions. What should be done, by whom, when, in what sequence, what it
will cost (rough estimates) and other such issues.
Remember, if a recommended solution cannot be realistically implemented, then it is not a
solution at all.
This section should be no more than 600 words.
9. References.
10. Appendices.
Please attach two academic journal articles as instructed in Section 6. You do not need to
attach more than two articles. If you have trouble attaching the articles as appendices,
please send the articles to Dr Terrence Chong via email (terrence.chong@unsw.edu.au),
including your full name and student number in the email body. The same due day (16:00,
Wednesday, 22 November 2023) applies.
MARK5816 T3-2023 Assessment Information
8 September 2023
13
Additional format requirements for the report:
• Font: Headings - Font size: 14; main text - Font size: 12. Times New Roman is
preferable.
• Margin: 2.5 cm.
• Space: Double spaced throughout the paper except the executive summary.
• Presentation style for Executive Summary: Font size: 12, 1.5 spaced, no more than
one page.
• You must reference all the sources used (to form your ideas, arguments and analysis)
throughout the paper and make a reference list at the end of the report.
Marking Criteria#
Contents/Analyses (80%)
• Services experienced well and clearly described (i.e., Section 5: Brief description of
the services experienced). (10%)
• Conceptual understanding of services marketing management theories (i.e., Section 6:
Discussion of the relevant services marketing management theories). (20%)
• Critical and logical analysis/evaluation of the services experienced based on the theory
and wide readings/research (i.e., Section 7: Analyse and evaluate the services
experienced). (30%)
• Recommendations formed and implementation plan consistent with analysis and
supported by convincing and clear arguments. Also, careful evaluation of the
recommendations based on logical analysis and some relevant evidence. (i.e., Section
8: Recommendations and Implementation). (20%)
Others (20%)
• Meet the assignment submission guidelines (i.e., reference and reading requirements,
presentation format, executive summary, structure, following the instruction, word
length requirement, reader friendly…etc.), writing (i.e., write clearly & accurately,
expression, spelling, diction, grammar, punctuation…etc.), communicate in a creative
manner, and proper and consistent referencing style.
# Please make sure that you follow the assignment format instruction. Your major
report will be marked according to what you have written under each section.
MARK5816 T3-2023 Assessment Information
8 September 2023
14
Appendix B: Key Journals for Services Marketing Management
• Journal of Service Research.
• Journal of Service Management.
• Journal of Services Marketing.
• Journal of Consumer Research.
• Journal of Marketing.
• Journal of Retailing.
• Journal of the Academy of Marketing Science.
• Management Science.
8 September 2023
1
MARK5816 Services Marketing Management
Assessment Information
T3-2023
Page
1. Class Participation (15%). 2
2. Case Study – Individual Paper (10%). 3
3. Service Practice Critique – In Search of the Best and Worst
Service Practice (30%).
5
4. Major Report – Extended Service Encounter Diary and
Service Strategy Development (45%).
9
5. Assignment Submission Procedure. 9
6. Late Submission. 10
Appendix A: Format and Instruction for Major Report. 11
Appendix B: Key Journals for Services Marketing Management. 14
MARK5816 T3-2023 Assessment Information
8 September 2023
2
1. Class Participation (15%)
Class participation will offer opportunities for peer learning, thereby enhancing
students’ abilities to actively argue and defend their decisions on services marketing
management issues. This will promote the development and understanding of
alternative approaches and offer a chance for reflective learning. The design of class
participation aims to stimulate and foster new ideas through class discussion.
Your participation includes the responsibility to share your understanding and
judgment with the class in order to advance the group's collective skills and
knowledge. For the class to be a rewarding experience for everyone, I need your
active participation. If you diligently read the materials assigned for every class,
thoroughly prepare for cases, take part in pertinent discussions, and listen to others
with respect, you will be duly rewarded.
Class Participation Assessment Criteria:
Criterion Weighting
Evidence of preparation (e.g., advance reading of the related
materials, such as book chapter, journal article or case) and
ability to discuss/debate the issues.
35
Quality of expression and presentation of arguments. 30
Quality of contribution during the class and group discussion
(e.g., using theory to explain real world phenomena, using
theory to propose a solution or identify a problem).
35
Total 100
Students are expected to thoroughly read relevant textbook chapters, case discussion
materials, or handout materials prior to the lecture and actively participate in
discussions. Each week, recommended readings will be provided, which students
should review before attending the class. Active participation refers to making
intelligent comments and providing arguments relevant to the discussion topic. You
are also required to respond to the lecturer/tutor’s questions as much as you can
during the class. Additionally, students should respond to the responses of others in
the group.
Moreover, each week, students will be asked to provide written comments or
questions during service practice critique presentations and/or during class/tutorial
exercise, either as a group or as an individual.
If you are unable to attend the tutorial on a regular basis during the term and have a
valid reason, please email Dr Terrence Chong (terrence.chong@unsw.edu.au) by 15
September 2023 to discuss an alternative arrangement.
MARK5816 T3-2023 Assessment Information
8 September 2023
3
2. Case Study – Individual Paper (10%)
Due date: 16:00, Monday, 2 October 2023
Word limit: Maximum 500 words (All included except UNSW assignment
Cover sheet, references and appendices)
Submission: To Turnitin via Moodle
Task:
You are required to analyse the case:
Yim, B. and Lau, J., 2022. Porsche Taycan: Service Failure and Recovery. The
Asia Case Research Centre, The University of Hong Kong. Retrieved from
https://hbsp.harvard.edu/tu/b60f9b77
Please copy the entire link into a new browser window to get access to the case
document.
Based on the information provided in the case and your own research, answer all two
questions below. Use theory and/or secondary data, e.g., published government report,
consulting report to form critical discussions and support your arguments.
1. What lessons can any service marketer learn from this case?
2. What would Porsche have to do to recover this customer? Or do you think it is
an impossible task?
Required Format:
• The School of Marketing Assignment Cover Sheet as the first page.
• Question 1 answer.
• Question 2 answer.
• References.
Additional format requirements:
• Font size and style: Font size: 12. Style: Times New Roman.
• Margin: 2.5 cm.
• Space: Double spaced throughout the paper.
• This course uses in-text referencing, for more information also see Business
School Harvard Referencing Guide - UNSW Business School:
https://www.business.unsw.edu.au/Students-Site/Documents/Harvardreferenceguide.pdf
MARK5816 T3-2023 Assessment Information
8 September 2023
4
You must reference all non-original work, e.g., if you take an idea from an academic
journal article, book, magazine, website, you must reference it. Do not reference lecture
notes/PowerPoint, you must go to the original source, i.e., book, article, magazine,
website.
You are free to include an appendix; however, no mark is allocated to the information
contained in the appendix.
Evaluation criteria:
1. Quality of the arguments and critical discussion in relation to services marketing
management theory. (40%)
2. Quality of the supporting evidence (i.e., good use of theory and secondary data,
e.g., published government report, consulting report, to support your arguments and
discussions). (40%)
3. Presentation (i.e., meet the submission guidelines, format and structure
requirements. Communication should be creative, clear, accurate, and reader
friendly. All presentations should contain correct spelling, grammar, punctuation,
diction, and have a consistent referencing style). (20%)
MARK5816 T3-2023 Assessment Information
8 September 2023
5
3. Service Practice Critique – In Search of the Best and Worst Service
Practice (30%)
You are to make an in-class presentation based on the study of two service practices
(one best and one worst) within the same industry.
No. of students per group: 3 – 5.
Presentation time:
15-20 minutes plus at least 20 minutes for Q&A. All group members must actively
participate during the presentation and Q&A.
Due date:
Presentation slides and the 1-2 page summary are due 16:00, the day before the
presentation. Live in-class presentation is due during allocated tutorial week and time.
Submission:
One representative of each group is expected to submit a soft copy of PowerPoint slides
and a 1-2 page summary, to TurnitinTM via Moodle.
Main Tasks:
1) Critically discuss the unique characteristics of the industry chosen.
2) Identify the best and worst service practices within the same industry. You
need to justify why these practices were chosen. Critically discuss the best
and worst service practices based on the services marketing management
theories and concepts studied in MARK5816 and support this with good
secondary data.
3) Based on your analysis, provide a set of realistic recommendation(s) to
improve the worst service practice. The recommendation(s) will need to be
well supported and justified by services marketing management theories
and/or secondary data, e.g., published government report, consulting report.
4) Provide a 1-2 page (cover page, references, and appendix excluded) summary
of your key points.
Required format for the 1-2 page summary:
• The School of Marketing Assignment Cover Sheet as the first page.
a) Summary of the unique characteristics of the industry chosen.
b) Summary of the critical discussions of the best and worst service practices
identified.
c) Realistic suggestion(s) for improving the worst service practice.
MARK5816 T3-2023 Assessment Information
8 September 2023
6
• References.
• Appendix: You are free to include an appendix. However, no mark is
allocated to the information contained in the appendix.
Additional format requirements for the summary:
• Font size and style: Size: 12. Style: Times New Roman.
• Margin: 2.5 cm.
• Space: Double spaced throughout the summary.
Marking criteria: A copy of the evaluation criteria is contained on page 8.
Procedures:
The selection of group members, the industry and the day on which your group will
present will take place during the Week 1 tutorial. Please make sure you attend
the Week 1 tutorial. If you are unable to attend Week 1 tutorial, please contact
your tutor 12 hours in advance to make an alternative arrangement.
Manage group dynamics
You are expected to actively manage the conduct of meetings and record members’
contributions and the decisions/actions agreed to at each meeting. Clearly documented
procedures and agreed outcomes are a sound professional tool when working in groups.
Each student within the group will receive the same mark unless there is a dispute about
an individual’s contribution.
Choose your group members wisely. It is important to note that management of group
dynamics is your responsibility. Keep in mind that the assignment of clear
responsibilities as well as the development of consistent group norms (such as regular
meetings, communication, and the division of labour) is essential for cohesive group
performance. Also take note of the meeting discussions and group dynamics in case
there is any dispute on the contribution of any members.
Conflict and grievance procedures
Groups function best when everyone participates actively in the development and
resolution of the task. However, sometimes you will need to address situations where
one or more members do not attend meetings or complete their work. In the first
instance, such issues should be handled within your group.
If a grievance issue arises and it cannot be resolved within the group, then the next
step is to discuss the situation with the lecturer. Based on the evidence provided, the
lecturer will make a decision as to whether a single group mark is warranted or
whether individual marks are to be awarded. Please keep your meeting notes, drafts,
and email communication in case there is any dispute.
At the end of the term, if there is any dispute about individual contribution, a peer
evaluation of individual contributions to group work will be used to assess
performance within the group and hence your share of the marks. This assessment will
MARK5816 T3-2023 Assessment Information
8 September 2023
7
also be guided by any individual evidence supplied (e.g., meeting notes, drafts, email
communication).
Some basic tips for making a good PowerPoint presentation:
• Engage your audience with eye contact and speak to the audience rather than
simply reading from your notes.
• Don’t over-complicate your slides with too much information.
• Keep it relatively simple.
• Don’t simply read the PowerPoints, elaborate on each point contained in the slide.
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Evaluation Criteria for Service Practice Critique Presentation
Time and Date: __________________________________________________
Industry Type: __________________________________________________
Group Members: __________________________________________________
__________________________________________________
1. Discussion of the industry chosen
(i.e., Have the key and unique characteristics of the selected service industry been
appropriately discussed? Are the key common issues facing this industry identified
and well justified? Has adequate background information been provided?)
25%
2. Identification of best and worst service practices
(i.e., Are the best and worst service practices critically evaluated based on sufficient
supporting evidence, e.g., secondary data such as published government report,
consulting report? Is the relative importance of issues described? Is the rationale for
choosing these practices within the industry sound? Are services marketing
management concepts well applied to analyse the service practices?)
25%
3. Recommendations to improve the worst service practice - using services
marketing management concepts/frameworks
(i.e., Are services marketing management concepts effectively applied to form the key
options for improving the worst service practices identified? Is good rationale
provided for choosing an option(s) (i.e., recommendation) for improving the worst
service practices identified? Are recommendations critically evaluated and justified by
sufficient supporting evidence (e.g., theory or secondary data, e.g., published
government report, consulting report?)
25%
4. Presentation and audience involvement
(i.e., Well-organised and presented? Appropriate and creative use of exhibits and
visual aids? Convincing and interesting? Appropriate time management? Effective
and creative encouragement of audience engagement? Presentation tailored to target
audience?)
25%
Overall mark: ________ /100
Overall comments:
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
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4. Major Report – Extended Service Encounter Diary and Service
Strategy Development (45%)
Due date: 16:00, Wednesday, 22 November 2023
Word limit: Maximum 2,500 words (All included except UNSW assignment
cover sheet, references and appendices)
Submission: To Turnitin via Moodle course website
This major report is designed to help you understand customer expectations and why, as
consumers, we are sometimes satisfied or dissatisfied with the service experience. By
recording and analysing your own experiences, particularly in reference to the theories
of services marketing management, you should begin to discover what is truly needed to
satisfy a customer.
For this assignment, you are required to document your experiences with an extended
service encounter - i.e., describe what happened, and how you felt. This extended
service encounter might, for example, be an 8-hour flight from say Jakarta or Bangkok
to Sydney, or an extended stay in hospital. It may be a series of visits to a bank to get a
housing loan, an overnight (or longer) stay in a hotel, or it might be a series of
transactions with a business service provider (architect, accountant, consultant). The
encounters could be in Australia or overseas. It is important to note that in each of these
examples, there are numerous opportunities for customer interaction with the firm’s
employees, and/or systems, and each interaction has the potential to positively or
negatively influence outcomes.
Refer to the Appendix A for more details.
5. Assignment Submission Procedure
A) For individual paper
Individual paper must include a cover sheet and be signed by the student. The School
of Marketing Individual Assignment Cover Sheet can be found at:
https://www.business.unsw.edu.au/About-Site/Schools-Site/marketing-
site/Documents/Assignment%20Cover%20Sheet.pdf
Student MUST submit written assignments through the course website. The originality
of the assignments will be checked with TurnitinTM. Students are able to check the
similarity index and resubmit their reports until the deadline. Note, however, that
students are responsible for planning ahead and allowing sufficient time to view their
similarity index. Students are also advised to submit their papers during working hours
so as to receive any technical support, if necessary. Technical difficulties will not be
accepted as a valid reason for late submission.
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B) For Service Practice Critique Presentation
Service practice critique summary must include a cover sheet and be signed by all
students in the group. The School of Marketing Group Assignment Cover Sheet can be
found at:
https://www.business.unsw.edu.au/About-Site/Schools-Site/marketing-
site/Documents/Group%20assignment%20coversheet.pdf
One representative member of each group is required to upload PowerPoint slides and
the 1-2 page service practice critique summary to TurnitinTM, 16:00 the day before your
presentation.
6. Late Submission
Late submission of written assignments will attract a penalty of 5% per day (including
weekends) or part thereof. Assessment items submitted more than five days (i.e., 120
hours) after the due date will be awarded zero marks. An assignment is considered late
if the requested format, such as electronic copy, has not been submitted on time (i.e.,
after a 10-minute grace period) or where the ‘wrong’ assignment has been submitted.
Consistent with business etiquette, group presentations must begin on time. If a group
member is absent, the group will proceed without the group member. Absent student(s)
will receive a zero for the presentation.
Extensions will only be granted on medical or compassionate grounds under extreme
circumstances, and will not be granted because of work and other commitments.
Requests for extensions must be made via special consideration
(https://www.student.unsw.edu.au/special-consideration). Medical certificates or other
evidence of extreme misfortune must be submitted through special consideration online
form and must contain information that justifies the extension sought.
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Appendix A: Format and Instruction for Major Report - Extended Service
Encounter Diary and Service Strategy Development
(Please include: The School of Marketing Assignment Cover Sheet as the first page)
1. Title page (Title of the major report, student name and ID, date, and additional
information related to the assignment you wish to communicate to the marker.
This is different from The School of Marketing Assignment Cover Sheet).
2. Table of contents.
3. List of tables and figures (if applicable).
4. Executive summary.
You should only briefly summarise the service experienced, services marketing
management theories discussed, and key recommendation(s) proposed. This should be no
more than half a page. Have a separate page for the executive summary.
5. Brief description of the services experienced
To document what happened at each stage of the service encounter and describe your
feelings. Please focus on only one service provider (e.g., an airline, a hotel). You are also
required to give a satisfaction rating, a service quality rating, a value for money rating and
whether you would recommend this service provider to a close friend or family member
(all using 5-point scales). This section should be no more than 350 words.
6. Discussion of the relevant services marketing management theories
You need to critically discuss the relevant services marketing management theories that
will help you to analyse and evaluate the services experienced.
In addition to the MARK5816 text, you should at least read and refer to two recent
academic journal articles (published after 2015, excluding 2015) that are related to the
services marketing management theories you are going to apply to analyse your service
experience and form your recommendation(s) and implementation. See Appendix B for a
list of key academic journals. The two articles need to be selected from the journals listed
in Appendix B. You may choose these articles outside the list; however, you will need to
obtain written permission from Dr Terrence Chong by 15 November 2023 via email.
Please attach these two articles (full article) to your assignment as appendices.
You are encouraged to read and use more than two academic journal articles to form your
discussions and analyses. You do not need to obtain permission for your third article if it
is from outside of the journal list (Appendix B).
You must reference all non-original work, e.g., if you take an idea from academic journal
article, book, magazine, website, you must reference it. Do not reference lecture
notes/PowerPoint, you must go to the original source, i.e., book, article, magazine,
website. This section should be no more than 600 words.
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7. Analyse and evaluate the services experienced
Analyse your overall (dis)satisfaction, quality and value judgements about the service
experienced by using services marketing management theories and concepts discussed in
Section 6.
This section should be no more than 900 words.
8. Recommendation(s) + Implementation
Based on the analysis, make a recommendation for improvement - or if your experience
was a very satisfying one, then indicate what lessons could be passed on to other service
organisations. By applying services marketing management theories, you should briefly
make a recommendation on how the service provider may improve their services.
However, do not recommend theory or ideas in this section. Practical and specific
recommendation(s) are required. Recommendation(s) should be evaluated in terms of its
advantages and disadvantages (strong and weak points) and you need to justify your
recommendation(s). No more than two recommendations should be made. Use valid
supporting evidence to argue why such recommendations are practical and useful.
In this section you should specifically explain how you would implement the
recommended solutions. What should be done, by whom, when, in what sequence, what it
will cost (rough estimates) and other such issues.
Remember, if a recommended solution cannot be realistically implemented, then it is not a
solution at all.
This section should be no more than 600 words.
9. References.
10. Appendices.
Please attach two academic journal articles as instructed in Section 6. You do not need to
attach more than two articles. If you have trouble attaching the articles as appendices,
please send the articles to Dr Terrence Chong via email (terrence.chong@unsw.edu.au),
including your full name and student number in the email body. The same due day (16:00,
Wednesday, 22 November 2023) applies.
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Additional format requirements for the report:
• Font: Headings - Font size: 14; main text - Font size: 12. Times New Roman is
preferable.
• Margin: 2.5 cm.
• Space: Double spaced throughout the paper except the executive summary.
• Presentation style for Executive Summary: Font size: 12, 1.5 spaced, no more than
one page.
• You must reference all the sources used (to form your ideas, arguments and analysis)
throughout the paper and make a reference list at the end of the report.
Marking Criteria#
Contents/Analyses (80%)
• Services experienced well and clearly described (i.e., Section 5: Brief description of
the services experienced). (10%)
• Conceptual understanding of services marketing management theories (i.e., Section 6:
Discussion of the relevant services marketing management theories). (20%)
• Critical and logical analysis/evaluation of the services experienced based on the theory
and wide readings/research (i.e., Section 7: Analyse and evaluate the services
experienced). (30%)
• Recommendations formed and implementation plan consistent with analysis and
supported by convincing and clear arguments. Also, careful evaluation of the
recommendations based on logical analysis and some relevant evidence. (i.e., Section
8: Recommendations and Implementation). (20%)
Others (20%)
• Meet the assignment submission guidelines (i.e., reference and reading requirements,
presentation format, executive summary, structure, following the instruction, word
length requirement, reader friendly…etc.), writing (i.e., write clearly & accurately,
expression, spelling, diction, grammar, punctuation…etc.), communicate in a creative
manner, and proper and consistent referencing style.
# Please make sure that you follow the assignment format instruction. Your major
report will be marked according to what you have written under each section.
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Appendix B: Key Journals for Services Marketing Management
• Journal of Service Research.
• Journal of Service Management.
• Journal of Services Marketing.
• Journal of Consumer Research.
• Journal of Marketing.
• Journal of Retailing.
• Journal of the Academy of Marketing Science.
• Management Science.
