Services Marketing Management
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MARK5816 Services Marketing Management
Assessment Information
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 (
[email protected]) 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
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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
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• 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.