FACULTY OF BUSINESS AND MANAGEMENT

BACHELOR OF BUSINESS ADMINISTRATION (HONS.) MARKETING

COURSE:
SERVICE MARKETING (MKT540)

ASSIGNMENT:
GROUP ASSIGNMENT (LEARNING PROCESS)

CLASS:
D2BA2404A

PREPARED BY:
NUR AIN SYAFIQAH BINTI MOHD SHARIL FATAH (2019291058)
AISHAH BINTI MIZAN (2019207242)
NURIN ATIRAH BINTI RUSLAN (2019219012)
NUR NADHIRAH BINTI CHE AZIZ (2019230348)

PREPARED FOR:
PUAN YUSRINA HAYATI
DUE DATE:
15 JUNE 2021
Contents
1.0 NATURE OF BUSINESS IN UiTM.........................................................................................3
2.0 THE CRITICAL SERVICE-RELATED PROBLEM FACED by UiTM.................................6
3.0 BLUEPRINTING......................................................................................................................8
4.0 SOLUTIONS...........................................................................................................................12
5.0 CONCLUSION........................................................................................................................13
1.0 NATURE OF BUSINESS IN UiTM

Education plays an important role for Malaysia in building a resilient nation, encouraging
the creation of a just society, and maintaining sustainable economic growth. It is also through
education that a country can develop global competitiveness, build a K-economy, and maintain
sustainable environmental development.

Under the Malaysia Education Blueprint 2013-2025, the education system will focus on
making changes to structural elements that are in line with international best practices of high-
performing education systems. In preparing students for the demands of the future, structural
adjustments across each phase of education will be made and resources maximized to provide the
very best to Malaysians of all levels.

Children in Malaysia begin their education as early as at the age of four at pre-schools
although this is not compulsory. Primary education starts when the child reaches the age of six
on the first day of January of the current school year. Presently, only the six years of primary
education is compulsory while the five years of secondary education will be made compulsory
by 2015. The government provides free education for six years at primary level and five years at
secondary level. At the end of this secondary education, students sit for the public common
examination, Sijil Pelajaran Malaysia (SPM).

Students who want to pursue higher education after the secondary level need to have the
required academic grades and be able to fund their education. School leavers with SPM
qualifications can opt to obtain a pre-university qualification (such as the sixth form,
matriculation programmes and GCE 'A' levels) or study for a certificate or diploma at higher
educational institutions. The time needed to complete a pre-university program depends on the
type of program that students usually take a year to complete a matriculation program or STAM
and one-and-a-half to two years for STPM and A-levels.

For this task, we choose the Universiti Teknologi MARA (UiTM) which is a public
university based primarily in Shah Alam, Malaysia, that accepts only bumiputera. It was
established to help rural Malays in 1956 as the RIDA (Rural & Industrial Development
Authority) Training Centre (Malay: Dewan Latihan RIDA), and opened with around 50 students.
It has since grown into the largest institution of higher education in Malaysia as measured by
physical infrastructure, faculty and staff, and student enrollment.

There are the Philosophy, Vision and Mission ,Objective and Values of UiTM :

Philosophy

Every individual has the ability to attain excellence through the transfer of knowledge and
assimilation of moral values so as to become professional graduates capable of developing
knowledge, self, society and nation

Vision

To establish UiTM as a Globally Renowned University of Science, Technology, Humanities and

Entrepreneurship

Mission

To lead the development of agile, professional bumiputeras through state-of-the-art curricula and
impactful research.

Objectives

 To expedite accessibility to higher education

 To provide world-class education

 To offer competitive academic program that fulfil market needs, spearhead national
development and promote global prosperity

 To produce well-balanced, entrepreneurial graduates who are globally competent

 To strengthen the internationalization of values via enhancement program

 To sustain organizational excellence through effective and efficient governance

 To champion impactful research through stronger research ecosystem

 To strengthen strategic alliance with alumni and industries

  To provide cutting edge ecosystem conducive for academic advancements

 To regulate cost-effective financial practices towards organizational sustainability

Values

 Excellence

Practicing internal quality standards to fulfil the stakeholders' requirements and expectations

 Synergy

Collaborating seamlessly to maximize productivity that benefits industry and society

 Integrity

Embracing honesty, respect and transparency to achieve the highest ethical standard of
professionalism

UiTM is Malaysia's largest institution of higher learning in terms of size and population
and the largest university system in the country. Besides the main campus in Shah Alam, the
university has expanded nationwide with 34 branch campuses, which collectively offers more
than 500 academic programs. UiTM established a system called 1 University Multi System
(1UiTM), which designates an anchor university and 13 branch campuses. To qualify as a
university system, accredited certification of the quality management systems for each UiTM
campus must be done separately, which means that any certification granted to the flagship
campus does not extend to the state campuses, and each state campus has to apply for its own
certification.
2.0 The Critical Service-Related Problem Faced by UiTM

Education is included in mental-stimulus-processing where customers are required to

invest some time and mental effort to obtain the full benefit of such services. Customers do not
have to be physically present in the service factory. They only access the information remotely
when they need it. Services in this category can be “inventoried” for consumption at a later date
than their production. The same performance can also be consumed repeatedly. (Wirtz, 2018)

a) Problem with the online learning management system website

Nowadays lectures and students are having online distance learning caused by pandemic
Covid 19. UiTM has its own website to still connect with the students such as UFUTURE
and i-Learn. Like UFUTURE is an online service website for student and lecturer and this
website allows the lecturer to take attendance of the students but it still has a technical
issue. Whether the website is not working or unplanned maintenance of the website.
Besides that, many students access the website at one time to tick attendance and lead to a
system crash. This is caused many student can't tick attendance on time.

b) Problem with teaching methods in online learning

Having online distance learning, it becomes difficult for lecturers to adopt new teaching
methods that are completely virtual and technology-driven. They experience a hard time in
expressing their content to students especially assignments, assessment tasks and delivering
online courses directly. So they should adapt to online courses immediately to make sure the
student also adapt to this situation. They might use any online platform to deliver learning
either WhatsApp, Telegram, Google Meet or Google Classroom. There are many
discrepancies in the approaches and techniques adopted by each lecturer involved in online
learning, which implies a lack of uniformity in course content and methodology and the
students' ineffectiveness.

c) Uncertain data connection because students and lecturer are located scattered
Mostly, lecturers and student have problem with the internet connection whether unstable
or the current data plan is not enough to cover the progressive e-learning. In addition, some
places have high-speed internet access but the certain place doesn't have it. The high usage
of online learning systems cause lecturers and student are experiencing technical
difficulties like using Google Meet that needs high usage internet. There are certain
lecturers still managing the bad internet connection during the online lessons. A problem
that had caused delays in implementing remote learning in general and the poor internet
connection can cause audio drawbacks.
3.0 BLUEPRINTING

3.1 BEFORE PANDEMIC

ACT I

Guest’s Getting Arrived at Find the Seating

Action ready for the campus. designated
class. class.

Physical -Wearing -Buildings -Faculty -Tables and chair

Evidence clothes -Parking lot -Classes -Interior of the
-Books class

ACT II

Guest’s Lecturer Student’s

Action begins the listening
class.

Physical Lecture Taking

Evidence notes notes

ACT III

Guest’s Lecturer Student

Action conclude the dismiss
class

Physical Final Faculty

Evidence presentation

Figure 1 Blueprinting a full-service face-to-face learning experience

3.2 AFTER PANDEMIC
ACT I

Guest’s Getting Sit in front

Action ready for of laptop
class.

Physical -Wearing -laptop

Evidence clothes -room
-Books interior

ACT II

Guest’s Waiting for F Lecturer Student

F
Action lecturer to begin online listening
start class class

Physical -Chair & -Virtual -Note taking

Evidence table meeting -Printed
- Laptop -Discussion materials

ACT III

Guest’s Lecturer Student

Action conclude the dismiss
class

Physical Final -End the meeting

Evidence presentation -Room interior

Figure 2 Blueprinting a full-service of an online distance learning

Blueprint is the explanation of actions that took place in the service but in a detailed way. In
figure 1 and figure 2, we use a more “theatrical” three act structure to represent the stages. In this
learning process service, there is no line of interaction, because there is no interaction that
happen between two parties for example, the customer and employee. I will proceed with the
comparison between before and after the pandemic.

Act I – Introductory stage

In this stage, it mentions the service or process that happens during the beginning of the
process. In figure 1 the process of learning starts with student getting ready to go to the class.
Then, they arrived at the campus and find their designated class. This is the common flow when
going to the class.

After the pandemic has taken away the lives of our loved ones, the students are ordered
to go home in order to curb the spread of Covid-19. The learning process changed drastically
where the students are no longer learning face-to-face with their friends. Instead, the government
opt for online distance learning (ODL). In figure 2, the students start their day with getting ready
for the class. And then they will proceed to sit in front of laptop to wait for their lecturer to begin
the session. This can be proofed with evidence laptop and printed materials. Students who are
used to walk with their friends to the class are now sitting in front of laptop staring at the screen,
unable to meet each other.

Act II – Delivery of the Core Product

This is the stage where the customer got the service for what they come for. In this
situation, the students will obtain the learning lesson from their lecturer. In figure 1, this stage
starts with lecturer conducting the class lesson and the students will hear it. These actions are
supported with lecture notes and note taking evidence. Learning face-to-face is the most effective
because lecturer is physically with the students. Their performance can be evaluated and when
there is examination on board, there is no cheating scheme happened.

In figure 2, during ODL, they will start by waiting for the lecturer permission to enter the
meeting. After the lecturer has given the permission, the student will attend to the class and the
lecturer will start. The students will be listening to the class. There are a few points of fail that
need to be considered such as is the internet in students and lecturers place are smooth to join the
class? Are the lessons given are effective? Are students paying attention during the class? Do all
the students in the class able to join the virtual meeting?

Act III – The Drama Concludes

The lesson of the day may be ended but the class in not yet come to an end. In this stage,
the process usually short and smooth. In figure 1, the lecturer will end the class and dismiss the
students. There is not much difference between figure 1 and figure 2 in this stage because the
lecturer will end and dismiss the students either way. The only difference is after the dismissal,
before the pandemic, students will proceed to their next class or either, go back to their dorm. In
figure 2, after lecturer had dismiss them, they will sit and wait for another lecturer, or go do their
own work.
4.0 SOLUTIONS

a) Provide backup platform for student.

As usual, UiTM has two main websites that lecturers and student always use during this
online distance learning which is UFUTURE and I-Learn. It could be a problem for
student went they want to sign attendance for their class every day. So, lecturer need to
prepare backup platform for student to take the attendance. For instance, Google Form. It
has the details for student to fill up such as name, matric number and class which the
lecturer can collect the attendance without having any system crash. By using the google
form, only certain classes for a subject can access it. Other than that, Google Classroom
is also a helpful platform for lecturer and students. Assignments, notes, attendance and
exercises can be uploaded in the websites for every subject. It is easier and save time.

b) Distributing an online survey for the students.

Before the semester begin, UiTM need to give an online form to the students where they
can choose what online teaching platform that they can successfully access. As a result,
all the lecturers can know which teaching methods suitable for them to use for the online
distance learning. The survey can gather all the information that have been given to the
students. It may be having a consistency in the approaches and techniques acquired by
lecturers for each course or subject. From this, student could make an early prepare
before the first class of semester begin and it wouldn’t make them confuse about which
platform that their lecturer going to use.

c) Need to use lowest platform that could be reached by the students.

During this pandemic, students need a lot of efforts with the unstable cellular and Wi-Fi
connections. All students must have the internet data because it is compulsory and if they
don’t have the data, there would be difficulties for them to attend the class and get all the
notes that have been given by lecturers. Some of online learning platform use a big data
of internet such as Google Meet. WhatsApp or Telegram is an application that consume
low internet data which students can access it even they are using basic data and it could
save money from purchasing the internet passes. Furthermore, it also consumption less
 phone storage. Lecturer just can only use audio method where they can record their voice
and send it through those apps because audio files are a quarter of the size of a high-
definition video clip and provide note from PowerPoint or PDF file which is a faster way
to download for both lecturers and students.

5.0 CONCLUSION

Overall, UiTM is an education college that is very important for Bumiputras because it can
maintain sustainable environmental development and produce more fresh graduates every year.
But due to this pandemic Covid-19, all students are needed to study in Open and Distance
Learning (ODL) that refers to the provision of flexible educational opportunities in terms of
access and multiple modes of knowledge acquisition. It is quite a challenge for students to adapt
the new norm but everything went smooth except in terms of learning management system. The
problem UiTM faced are with the online learning management system or website, teaching
methods and uncertain data connection between students and lecturer due to scattered location.
So, we all have contributed ways or opinion to solve the problems by creating backup platform
for student, distributing an online survey, and also need to use the lowest platform that could be
reached by students.

Therefore, the initiative provides will help the students to still learning wherever they are in a
good way and keep safe the student’s mental health too. Hence, student will learn enjoy and
avoid the depression occurred.

In addition, we have got many experiences while doing this assignment. From this group
activity, we have learnt a lesson that is leadership is very important for a group or organization.
Without a good leadership, the problems of time management, quality of tasks and more, we
were unable to finish this assignment successfully.
6.0 CONCLUSION

1. Zakher, G. (2021). Service Blueprint. Retrieved 10 June 2021, from

https://www.youtube.com/watch?v=gE_SNjP7Pik&t=201s

2. Wirtz, J. (2018). Essentials of Services Marketing. In J. Wirtz. London: Amarjyoti Dutta.

3. Profile. (2021). Retrieved 13 June 2021, from

https://www.uitm.edu.my/index.php/en/corporate/profile