BMK302/03

Services Marketing

Assignment 1
(40%)

Submission Date:
2 March 2024

Due to the limitation of Turnitin, students may request their course lead or tutor to assist to
passage their Assignments to the Turnitin system before submission, to encourage honest
academic writing and it is not mandatory except for Project course.

BMK302/03 Jan 2024

GUIDELINES:

Report
• This is an individual assignment. No duplication of work will be tolerated. Any
Plagiarism or collusion may be result in disciplinary action.
• The total mark for this assignment is 100, and will contribute 40% towards the total
grade of the course.
• The assignment must be typed and professionally presented. It should be in essay
format. Font Size: 12-point, Times New Roman; Spacing: 1.5.
• Your written report should not be more than 2500 words.

BMK302/03 Jan 2024

Assignment 1

TASK:

One of the characteristics of service products is that customers “experience” delivery

of many products, for example, in a hairdresser, not only you get a haircut, but also
the process is made (or should be made a pleasant experience. This assignment is
about an example of one of your experiences as a customer purchasing / taking
delivery of a service.

The service experience for this assignment is a health screen experience at the
hospital, a lab or at the doctor’s.

1. You are to describe the purchase and delivery of the product in detail
(meaning detailing every action, interaction and the entity involved). You
should use the Model of Product offering quadrant for this description. You
should describe chronological order or any other way you thing will enable a
reader to fully comprehend the full event. In each case relate each even to the
relevant quadrant / element in the model.

Model of Product Offering Quadrant

Product Product
Delivery

Additional Auxiliary
Marketing Services

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Analysis of Product Services from Customer’s Perspective: Taking a Flight

Example:

Customer Perspective (Quadrant 1)

Entity Taking a flight from KL International Airport via Air Asia to Changi
Airport, Singapore
Marketing Activity - Provide an online system for flight booking
[MA] - Provide passenger assembly area for checking in / boarding /
alighting at the airport
- Provide plane flight between KL and Singapore
- Provide departures and arrival schedules
- Provide a safe environment for passengers taking flight

Buyer Activity - Checking flight schedules to destination

[BA] - Packed luggage for vacation
- Safe flight and flight according to flight schedule
Interaction [I] - Check in luggage at the airline counter.
- Advise of special needs that need to be taken care of during the
flight

2. Analyse customer feelings and emotions both during and after the purchase
and delivery of the product (post purchase evaluation). [Point to note: to discuss
the “experiential” element in the process from the customers’ viewpoint.] The feelings
and emotions should be analysed in personal terms and in the terms of marketing
implications.

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Assignment Marking Rubric

Excellent Distinction Good Satisfactory Weak Marks Allocated

9- 10 marks 7 – 8 marks 5 – 6 marks 3 - 4 marks 0-2 marks
Analysis At a penetrating level, Good powers of Reasonable powers of Limited power of No analysis presented.
fluently at ease with analysis analysis, but intellectual analysis,
20% the topic. systematically inconsistently inconsistently
deployed. deployed. deployed
Arguments Which are lucid, which are clear, well- Which are generally Which are sufficiently No argument
coherent and structured and competent and identifiable and free of presented.
20% convincing. plausible. appropriate, obvious logical
reasonably articulate contradiction to be
and structured. evaluated.
Communications Which is fluent and Which is articulate and Which is effective, if Which is least Communication is not
well-organised, if organized, if written it written it will be effective, if written it effective.
20% written it will be highly will be literate and competent and will be appropriate and
literate and free from grammatically sound. intelligible knowledgeable
solecisms.
Research which shows strong which shows strong Which shows strong which shows evidence No research
evidence of a full evidence of a full evidence engagement of familiarity key conducted.
20% exploration of key exploration of key with key issues and issues.
issues and a critically issues and a some familiarity with
incisive engagement familiarity with relevant secondary
with relevant relevant secondary issues.
secondary issues. issues.
Presentation Which is error free and Which is largely error Which is tidy and Which conforms to the Does not conform to
conforms to free and conforms to conforms to the acceptable acceptable conventions
10% acceptable the acceptable acceptable conventions of good of good scholarly
conventions of good conventions of good conventions of good scholarly practice practice (referencing,
scholarly practice scholarly practice scholarly practice (referencing, bibliography, footnotes
(referencing, (referencing, (referencing, bibliography, footnotes etc).
bibliography, bibliography, footnotes bibliography, footnotes etc).
footnotes etc). etc). etc).
Work Which is of an overall Which is of an overall Which is of an overall Which is of an overall Within this range fails to
quality which goes quality which has a quality which has an quality which shows achieve appropriate
10% beyond the manifest sound understanding understanding of, and ability to learning outcomes. It is
content of the module of, and reflective some ability to engage understanding and characterized by failure
and exhibits engagement with the with, the area of engage with the area to meet one or more of
independent thinking. area of inquiry. inquiry. of inquiry at least to the criteria identified for
the point of presenting work which is deemed
the contained therein. to be of pass level.
Total 100%

BMK302/03 Jan 2024

BMK302/03 Jan 2024