International Services Marketing Project Essay
|Topic||International Services Marketing Project Essay|
Individual Assignment – Page 1
Individual Assignment – Page 2
Will be assessed on:
USE 3-5 terms from the PPT
Department of Marketing Assignment
2019/2020 Semester Two Elective
MSc Marketing, MSc Tourism Marketing Management, MSc International Marketing and MSc Innovation & Marketing Management
MK998 – International Services Marketing Professor Alan Wilson
The assignment is worth 100% of the class mark Thursday 26th March 2020
You should choose a service, which you can visit in Glasgow and analyze. Potential venues may be places such as restaurants, cinemas, Laundromats, retailers, cafes, transport companies, museums or any other consumer service that has a physical presence that you can visit in Glasgow.
Your word limit for this assignment is 3000 words. At least fifteen journal articles should be cited.
1. Briefly describe the service you have chosen as your context. What type of a business is it? Define the key target customers? What are their main selling points/ brand values? Who are their most significant competitors?
2. Map at least one customer journey of your visit to the service.
3. Making reference to the services marketing academic literature, analyze your experience relative to expectations. What are your main observations? Identify at least 3-4 points in the service, where you think the quality of the service needs to be improved or where you think problems in service quality are likely to occur. Using the Gaps-model as your guide, try to consider the likely root causes for these shortcomings and identify the relevant “gaps”.
4. Recommend concrete steps based on the services marketing academic literature that the service provider could take to minimize the “gaps” you have identified. Remember to consider also the practical implementation of any suggestions you make.
The reports will be graded on the basis of:
a) The quality of writing and presentation.
b) The depth and substance of your observations
c) Your ability to diagnose probable causes of problems and match them with appropriate solutions
d) The structure of your analysis and the justification for your recommendations (based on appropriate academic literature) for such arguments.
e) The use of relevant literature.
Please note students must use the plagiarism software “Turnitin” in advance of the submission of their assignment.