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CASE STUDY ASSIGNMENT A0128 Service marketing In the case study assignment the group of the students will

create a concrete development plan related to a target organization’s marketing. The target organization can be either an enterprise as such, one of its units, a department, a team or another entity that can easily be identified. The topic of the study is “Service marketing – Case: Company X” Content of the case study 1. The theory part related to service marketing. Examples of the suitable theoretical framework: • Services marketing mix • Consumer buying behavior • Customer satisfaction 2. The analysis part of the case company • Analyze the present state of the target organization you have chosen, and choose a defined sector or issue (from service marketing point of view) to focus on • Utilize primary data and secondary data during this phase o Company web-pages, press releases, studies from the business sector etc. o Interviews, questionnaires • Remember to analyse the data you have gathered and try to identify the development needs of the case company. • Compare the results of your own study (interview, survey) to the theoretical framework; can you find some gaps that could give you some ideas for improvement. 3. The concrete development proposal • Create a concrete development proposal: what is your suggestion to the case company, how they could improve their marketing efforts. The case study assignment will be reported (about 15 pages) and presented. The presentation will be done in 15 minutes and the main findings should be crystallized. The presentation material needs to be in electronic format e.g. power point. Each group studies also another report and gives opponent comments in written and oral form. Note1: You need to write a summary where you open up the working process and the work load (%) between the students. Note2: It is forbidden to copy texts, materials or other work created by others. Those who present the work of others as their own are guilty of plagiarism. Plagiarism includes stealing even short pieces of text. (Laurea Facts 2010, 74.) Deadlines

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case company 4th February project plan 11th March theory part 8th April return your final report 29th April presentation & opponent comments 6th May

Grading criteria

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Comprehensive, suitable and applied theoretical background Logic and objectivity of the arguments and ideas presented in the analysis as well as in the development part Concreteness and clarity of the development part Laurea thesis guidelines in the report

The evaluation takes the whole working process into consideration. Excellent 5 • Apply professional concepts expertly. • Justify activities using research knowledge. • Work independently and take initiatives in line with objectives. Operations are often flexible, systematic, development-oriented, creative and active. • Select the appropriate techniques and models for activities, and justify the choices. • Act in customer-oriented ways and according to the situation. • Promote group activities. • Able to critically apply ethical principles in the subject field in one's conduct and tasks. Good 3-4 • Apply professional concepts systematically. • Justify, compare and analyse their activities using general guidelines. • Able to cope independently in different tasks in each operating environment. • Apply acquired techniques and models diversely. • Act professionally in customer situations. • Work in a group in line with objectives. • Justify their activities in accordance with ethical principles. Satisfactory 1-2: • Apply most important/individual and appropriate professional concepts, and indicate their familiarity with the knowledge base. • Comply with rules and instructions, and justify their activities using provided instructions. • Act appropriately under guidance. • Use acquired techniques and models. • Take customers into account in their actions. • Act as group members. • Act in accordance with ethical principles Case study assignment is 60% from your grade. Further information: virpi.kaartti@laurea.fi & paivi.harmoinen@laurea.fi Examples of the literature you can use Consumer behaviour: a European perspective. Antonides, G. 1999. Upper Saddle River, NJ: Prentice Hall. Consumer behaviour: implications for marketing strategy. Cathy, N. 2006. New York, NY.: McGraw-Hill. Consumer behavior. Evans, M. 2006. Hoboken, NJ: John Wiley & Sons, Ltd. Consumer behavior and marketing strategy. Peter, J.P. 2005. New York: McGraw-Hill. Consumer behaviour: a European perspective. Solomon, M. 2006. Harlow: Prentice Hall, 2006 Consumer behavior: buying, selling, and being / Michael R. Solomon.7th ed. Upper Saddle River, N.J: Pearson Prentice Hall, 2006. Consumer behaviour in tourism. Swarbrooke, J. 2007. Oxford: Butterworth-Heinemann. Service management and marketing: customer management in service competition / Christian Grönroos. Chichester: Wiley, 2007. Services marketing: integrating customer focus across the firm / Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler. New York: McGraw-Hill, 2009.

Marketing 3.0: From Products to Customers to the Human Spirit. / Philip Kotler, Hermawan Kartajaya, Iwan Setiawan. Hoboken, N.J. : John Wiley & Sons, cop. 2010. Marketing management / Philip Kotler ... [et al.]. European ed. 13th ed. Harlow: Prentice Hall, 2009. Marketing: real people, real choices / Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart. 4th ed. Upper Saddle River, N.J: Pearson Prentice Hall, 2006. Marketing services: competing through quality / Leonard L. Berry, A. Parasuraman. New York : Free Press, cop. 1991.