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Services Marketing

Assessment Information
Subject Code: MKT203
Subject Name: Services Marketing
Assessment Title: Individual Report
Weighting: 20%
Total Marks: 20
Due Date: 28/08/2016 – 11.59pm AEST online submission
Assessment Description
Assessment 1: Individual Report
Weighting: 20%
Length: 1000 to 1200 words approximately
Due: Week 06 Description:
This assessment requires students to adopt service marketing fundamentals to the digital market offering.
“Queen Zaria” is New Zealand based online company selling speciality Lingerie for breast cancer survivors. CEO,
Kamya, 24 is a Commercial Pilot and a breast cancer survivor. She struggled to find bras after her operation in 2015. Believing in women empowerment and self-dignity she took up the challenge to help other women struggling with this issue and started this company. Read more details about the company at http://queenzaria.co.nz/
The brand intends to have physical outlets in Auckland and Melbourne and are keen to present a cohesive top- notch service to ensure brilliant 'Word of Mouth' reputation. In this assignment students are required to analyse how the digital brand can integrate its services with a 'Brick and Mortar’ store and ensure excellent support for the digital brand.
1. Identify the services that should be offered by Queen Zaria brand.
2. Identify the steps Queen Zaria brand needs to take to ensure excellent 'Word of Mouth' at the point of customer contact.
3. Give reasons why digital marketing may not work well for all segments.
4. Suggest how the brand may use traditional marketing communication to supplement their digital presence in the Melbourne market. Remember that this is a new brand for a niche market (targeting only breast cancer survivors & not the general public). Hence think outside the square & using creative thinking to suggest things like getting in touch with the cancer ward at hospitals etc.
Students are to apply Marketing and Services Marketing theory and concepts learnt in class and make recommendations
Your lecturer will provide more details during the tutorials to assist with this assessment.
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Assessment Information
Feedback: Comments and a mark will be returned to you within one week of submission.
Below is the marking guide, which will be used to provide you with your grade and summary feedback.
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Assessment Information
Assessment Marking Rubric: Assessment 1 MKT203
Student Names & ID: ……………………………………………………………
Criteria HD (High
Distinction)
85%-100% DN (Distinction) 75%-84% CR (Credit) 74%-65% P (Pass)
50%-64% NN (Fail)
0%-49%
Demonstrated exceptionally Demonstrated very well Demonstrated
clearly Demonstrated in some areas Not demonstrated Score
Introduction: (2 Marks)
Linking Service Marketing with the digital world to ensure excellent WOM(word of mouth) feedback:(10 marks) Level of information and research
Depth of analysis
Relevance of information provided
Application of relevant service marketing theory and concepts
Identification of key area(s) for service quality improvement(s)
Recommendations: (6 marks)
Level of detail
Logical link between analysis, findings and
recommendations
Report Presentation: (4 marks)
Professional report format / structure
Clarity of expressions (spelling / grammar)
Use of Harvard referencing system
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Comments:
Assignment Mark/Grade: Total score
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading g

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