Please try to put in as many academic references as possible and try to aim for an HD in the rubric :)
Deakin's Bachelor of Commerce and MBA are internationally EPAS accredited. Deakin Business School is accredited by AACSB. MMK251 Services Marketing Trimester 1, 2019 Assignment One Assessment task Marks (%) Written Assignment One: 1000 words to be completed individually. Submit online in CloudDeakin via your Assignment Drop box by 5.00pm (EST) on Wednesday 3rd April (Week 5). 15 Learning Outcome Details Unit Learning Outcome (ULO) Graduate Learning Outcome (GLO) ULO 1: Design marketing strategies that overcome the challenges associated with the generic differences between goods and services. GLO1: discipline-specific knowledge and capabilities; GLO4: critical thinking; GLO5: problem solving. ULO 2: Critically evaluate the conceptual and theoretical foundations of frameworks and models within the services marketing arena. GLO1: discipline-specific knowledge and capabilities; GLO4: critical thinking; GLO5: problem solving. ULO 3: Evaluate various options for the marketing and management of ‘real-world’ service organisations using both theoretical and practical approaches. GLO1: discipline-specific knowledge and capabilities; GLO4: critical thinking; GLO5: problem solving. ULO4: Source information from academic journals, industry publications, market research and other material. GLO5: problem solving. Assignment Learning Outcome Details ULOs assessed Students are required to source and apply services marketing theory and frameworks to an organisation and its operating environment in order to overcome ‘real-world’ marketing problems (ULO1, ULO2, ULO3, ULO4). https://www.efmd.org/index.php/accreditation-main/epas http://www.aacsb.edu/ Page 2 of 5 GLOs assessed GLO1: discipline-specific knowledge and capabilities; GLO4: critical thinking; GLO5: problem solving. The assignments require students to identify the challenges faced by organisations and create practical solutions to these challenges. Assessment Feedback: Students who submit their work by the due date will receive their marks and feedback on CloudDeakin by Wednesday 24th April (5.00pm). Assignment Description / Requirements Choose an operating service organisation high in either experience or credence attributes/properties*. a) Specify what product characteristics make the organisation easy or difficult for consumers to evaluate. b) Describe the ‘main’ strategies that the organisation currently uses to facilitate consumers’ pre-purchase evaluation and reduce their perceptions of risk. c) Suggest three ‘new’ strategies that the organisation can adopt to enhance consumers’ pre- purchase evaluation and reduce their risk perceptions. *Services high in experience properties include, but are not limited to a café, restaurant, night club, casino, hotel, sporting event, transport (e.g., a flight or cruise), hairdresser/beauty salon, day spa or tourist attraction (e.g., theme park, the Melbourne Aquarium, the Old Melbourne Gaol, Sovereign Hill). Services high in credence properties include, but are not limited to a doctor, lawyer, dentist, financial planner, engineering/management/marketing consultant, auto mechanic or information technology services. IMPORTANT: Aside from reading the information pertaining to Assignment One in this document, please listen to the assignment podcast available by the end of week 1. FAQs will also be developed and updated as student queries and questions emerge. Assessment criteria The final mark allocated will be based on the criteria outlined in the Assignment Rubric (see Assessment folder in CloudDeakin). Please note that assignments will be marked out of 50 and then re-scaled to 15. Assignment structure Structure your answer around the assessment criteria outlined in the Assignment One Rubric (see Assessment Resources/Assignment One/Assignment One Rubric on CloudDeakin). You are NOT Page 3 of 5 required to include an executive summary, contents page, introduction or conclusion. Please include a reference list. Should you wish to attach any additional information to your assignment (e.g., a brochure), label this information Appendix 1, Appendix 2, Appendix 3, etc., and give each appendix a title, e.g., Appendix 1: Movie World Brochure. Each appendix must be referred to by number in the body of your report and described briefly. Research sources A minimum of four relevant references are required (ALL of which should be cited within the body of your report). Use a range of sources, e.g., journal articles, text books, web sites, business magazines, etc. Please use the Harvard referencing system which can be accessed at the following web site (http://www.deakin.edu.au/students/study-support/referencing/harvard). A blend of relevant services marketing theory and practical advice for management is required to score a high mark for this assignment. Font and line spacing With regard to the text used in your paper, please use a standard font (such as Times New Roman or Arial Narrow), at 12-point, with 1.5 minimum spacing between lines, to enhance the legibility for markers. Word limit Your report should comprise 1000 words. The following penalties apply to reports in excess of the word limit: • If your report exceeds the word limit by 10% or less, 5% of the available marks will be deducted. • If your report exceeds the word limit by 11-20%, 10% of the available marks will be deducted. • If your report exceed the word limit by 21-30%, 15% of the available marks will be deducted, etc. • This process will continue for each additional 10% that the word count is exceeded. While the word limit as computed by Word includes text and all tables and figures (graphs, charts, etc.) and any appendices written using Word, it should exclude the reference list. Please include the word count on the front cover page of your assignment. Submission Instructions ALL assignments must be submitted online in CloudDeakin via your Assignment Drop box by 5.00pm (EST) on Wednesday 3rd April (Week 5). Additional material that you may deem important such as a brochure or other advertising material should be scanned and embedded into the http://www.deakin.edu.au/students/study-support/referencing/harvard Page 4 of 5 research paper. Please submit one Word (not PDF) file only. Do not use different files for your appendices and list of references. Please retain duplicates of all material submitted. All research papers should be submitted via the CloudDeakin Assignment drop box, only. Written assignments must be assessed by students independently of the lecturer via Turnitin. Turnitin checks that you have not unwittingly used the work of others’ (i.e., academic and trade authors, etc.). There are penalties for plagiarism at this university that are described in the MMK251 unit guide and on CloudDeakin. Make sure all quotations are in inverted commas and referenced correctly. To check your work for plagiarism, please go to Resources/Assessment Resources. Look for, “How to check your work for plagiarism and collusion”. At the bottom of this section, click on “Self-check your draft in UniStart Turnitin Dropbox”. Please upload the final version of your assignment to the Assignment One folder. Please note that the Turnitin link IS NOT a substitute for submission. Please name your assignment file as follows: MMK251-Surname-First Name-ID Number. Please include the word on your assignment cover page. You DO NOT need to use an official Deakin University assignment cover sheet. You must keep a backup copy of every assignment you submit, until the marked assignment has been returned to you. In the unlikely event that one of your assignments is misplaced, you will need to submit your backup copy. When you are required to submit an assignment through your CloudDeakin unit site, you will receive an email to your Deakin email address confirming that it has been submitted. You should check that you can see your assignment in the Submissions view of the Assignment dropbox folder after upload, and check for, and keep, the email receipt for the submission. Notes • Penalties for late submission: The following marking penalties will apply if you submit an assessment task after the due date without an approved extension: 5% will be deducted from available marks for each day up to five days, and work that is submitted more than five days after the due date will not be marked. You will receive 0% for the task. 'Day' means working day for paper submissions and calendar day for electronic submissions. The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task after the due date. • For more information about academic misconduct, special consideration, extensions, and assessment feedback, please refer to the document Your rights and responsibilities as a student in this Unit in the first folder next to the Unit Guide of the Resources area in the CloudDeakin unit site. • Building evidence of your experiences, skills and knowledge (Portfolio) - Building a portfolio that evidences your skills, knowledge and experience will provide you with a valuable tool to help you prepare for interviews and to showcase to potential employers. There are a number of tools that you can use to build a portfolio. You are provided with cloud space through Page 5 of 5 OneDrive, or through the Portfolio tool in the Cloud Unit Site, but you can use any storage repository system that you like. Remember that a Portfolio is YOUR tool. You should be able to store your assessment work, reflections, achievements and artefacts in YOUR Portfolio. Once you have completed this assessment piece, add it to your personal Portfolio to use and showcase your learning later, when applying for jobs, or further studies. Curate your work by adding meaningful tags to your artefacts that describe what the artefact represents. Learning Outcome Details Assessment Feedback: Assignment Description / Requirements Submission Instructions Notes Deakin's