7QQMO519 Services Marketing
Coursework Brief- 70% module mark, 2500words report
For a multinational service organization of your choice in either the hotel, hospital, or banking
sector, identify a specific marketing challenge that the organization currently faces. This could
be related to issues such as customer retention, service differentiation, digital transformation,
services revamp or customer experience management (these are just examples, you can
choose any other marketing challenge as per your choice). Based on your analysis, propose
a comprehensive marketing strategy that addresses this challenge. Your proposal should
include both consumer-based and competitor-based strategic solutions, incorporating the
service marketing mix, theories and frameworks where relevant. The strategies need to be
supported and substantiated through market data, industry reports, journal articles, and other
relevant sources. The task requires an in-depth understanding of the complexities of services
marketing, applying advanced theories and concepts to develop strategic solutions that
effectively address the identified challenge.
Structure and Content of the Report
Please follow the sections below, as marks will be allocated accordingly
Section 1: Identification and Analysis of Marketing Challenge 700 words)
Allocated Marks: 30%
• Objective: Identify a specific marketing challenge faced by the chosen organization in
the service sector (multinational hotel, large hospital chain, or multinational bank).
o Challenge Identification: Clearly define the marketing challenge, such as
customer retention, service differentiation, digital transformation, services
revamp, or customer experience management.
o Contextual Analysis: Provide an in-depth analysis of the factors contributing
to the challenge, including market trends, competitive pressures, customer
expectations, and internal organizational factors.
o Impact Assessment: Discuss the potential impact of this challenge on the
organization’s overall marketing performance and customer satisfaction.
2
Section 2: Consumer-Based Strategic Solution (700 words)
Allocated Marks:30%
• Objective: Develop a strategic solution focused on addressing the marketing
challenge from the consumer's perspective.
o Consumer Insight: Identify key consumer insights that are relevant to the
marketing challenge. Discuss how consumer behaviour, preferences, and
expectations influence the challenge.
o Proposed Consumer-Based Solution: Develop a consumer-focused
strategic solution to address the challenge. This could involve enhancing
customer experience, personalisation, improving service quality etc.
o Service Marketing Mix Application: Apply elements of the service marketing
mix to tailor the solution to consumer needs.
o Justification: Provide a strong justification for the proposed solution, linking it
to consumer behaviour theories and the identified insights.
Section 3: Competitor-Based Strategic Solution (700 words)
Allocated Marks: 30%
• Objective: Develop a strategic solution that addresses the marketing challenge by
considering the competitive landscape.
o Competitor Analysis: Conduct a competitor analysis to understand how the
organization’s competitors are addressing similar challenges. Identify key
strengths and weaknesses of competitors in relation to the identified challenge.
o Proposed Competitor-Based Solution: Develop a strategic solution that
positions the organization more effectively against its competitors. This could
involve differentiation strategies or innovative service offerings etc.
o Service Marketing Mix Application: Apply relevant elements of the service
marketing mix to enhance the organization’s competitive position.
o Justification: Justify the proposed solution by showing how it will enhance the
organization’s competitive advantage and improve its market position.
3
Section 4: Evaluation of Strategic Solutions (400 words)
Allocated Marks: 10%
• Objective: Evaluate the potential effectiveness of the proposed consumer-based and
competitor-based strategies in resolving the marketing challenge.
o Critical Evaluation: Critically assess the strengths and potential limitations of
both proposed strategies. Discuss any risks associated with the
implementation and how they can be mitigated.
o Expected Outcomes: Describe the expected outcomes of the strategies,
including improvements in customer satisfaction, brand perception, market
share, or financial performance.
Formatting and Submission Guidelines
• The report should not exceed 2,500 words (+ or – 10% words is permitted), excluding
the title page, tables, figures, reference list, and appendices.
• The Harvard or APA referencing styles are recommended for this assignment.
• It is imperative to paraphrase sentences carefully to maintain academic integrity.
• Use clear and concise language
• Support your arguments with credible and reliable data.
• Incorporate visuals where appropriate to enhance understanding and retention. Use
charts, graphs, images, and other visual aids to illustrate key points and data, making
the presentation more dynamic and compelling.
Assessment Criteria
Your report will be assessed based on the following criteria:
• Critical Analysis (30%): Depth of understanding and analysis of the identified
marketing challenge and its implications.
• Strategic Insight (30%): Quality and feasibility of the proposed solutions, including
consumer-based and competitor-based strategies.
• Application of Theory (20%): Effective integration and application of service
marketing theories, to address the identified challenge.
• Structure and Presentation (10%): Clarity, coherence, and organization of the report.
• Referencing (10%): Accuracy and consistency in referencing.