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Please read the assessment guide attached and weekly content.
Most of the information for this assessment can be found in week 10 material.
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Assessment 3 Information
Subject Code: MKT203
Subject Name: Services Marketing
Assessment Title: Case Study Analysis
Assessment Type: Length: Individual Written Report
1500 Words (10% +/- allowable range)
Weighting: 40%
Total Marks:
Submission: 100 Online
Due Date: Week 13
Your task
Individually, you are to prepare a case study report with recommendations based on a service experience of your own. You are to bring a perspective of the impact of COVID-19 pandemic while writing this case study.
Assessment Description
The purpose of this assessment is to develop students’ ability to discuss the consumer decision making process in a services marketing context concerning the identification and interpretation of contemporary trends in the service industry.
Assessment Instructions
You are required to choose a recent service failure experience you have encountered during COVID-19 crisis in Australia. Service failure can be defined as a breakdown in the service delivery process or when the service delivery is unable to meet customers’ expectation. Structure of the report in MS Word format should include
• Introduction (300-400 words): Set the scene here, describe the scenario, provide facts, feelings, context etc. Provide a clear description of the service delivery failure incident/scenario. Include an analysis of the roles and scripts of the service personnel
• Discussion (700-800 words): Here you have to move away from your feeling and discuss the scenario in a neutral perspective in alignment based on theory studied in weeks 9-12, along with identification of complaint type made by you and a root cause for the delivery failure.
• Recommendation and service recovery strategy (300-400 words): Propose a service recovery program and strategy for your chosen incident. Recommendations for maintaining customer loyalty and retention in the same context of your incident/scenario.
• Conclusion (100-150 words)
• Reference list (not included in word count)
You must incorporate theories and concepts related to services marketing. In preparing your submission, you will need to use at least 8 sources of information and reference these in accordance with Kaplan Harvard Referencing Guide. These may include corporate websites, government publications, industry reports, census data, journal articles, and newspaper articles. These sources should be included as in-text citations and a reference list at the end of your report.
Assessment Submission
This file must be submitted as a ‘Word’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the issue and a screenshot of the Turnitin error message. You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School
“late assignment submission penalties” Policy.
Number of days Penalty
1* - 9 days 5% per day for each calendar day late deducted from the total marks available
10 - 14 days 50% deducted from the total marks available.
After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted, and the student will receive a mark of zero for the assignment(s).
Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students
*Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penalty
For more information, please read the full policy via https://www.kbs.edu.au/about-us/school-policies
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.
What is academic integrity and misconduct?
What are the penalties for academic misconduct?
What are the late penalties? How can I appeal my grade?
Click here for answers to these questions:
http://www.kbs.edu.au/current-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded.
Study Assistance
Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information.
MKT203 Assessment 3 Marking Rubric – Case Study Analysis 40%
Marking
Criteria (__/100) F(Fail)
0 – 49% P (Pass) 50 – 64% C (Credit) 65 – 74% D (Distinction) 75 – 84% HD (High Distinction) 85 – 100%
Introduction
__/10 marks You wrote an introduction that is unclear and/or vague. It does not cover the significant findings of your report. You have written a basic introduction. Further insights on
the report and findings would be beneficial. You have written an introduction that covers all the aspects of your report. You have written a detailed introduction that covers all the
aspects and the significant findings of your report. You have written a comprehensive introduction that covers all the aspects and the significant findings of your report.
Discussion
__/20 marks Your discussion provides an overview of the chosen service
failure scenario that is not clear
and/or relevant to the assessment task. Your analysis of the service
failure incident lacks depth and/or is not relevant to the assessment task. Your discussion provides a basic overview of the chosen service failure scenario.
The details and depth of discussion about the chosen service failure incident are insufficient. Your discussion provides an overview of the chosen service failure scenario.
The details and depth of discussion about the chosen service failure incident are insufficient. Your discussion is clear and provides an overview of the chosen service failure scenario.
You have discussed the chosen
service failure incident in sufficient depth. Your discussion is comprehensive and provides a concise overview of the chosen service failure scenario.
You have discussed the chosen service failure incident in exemplary depth.
Theory
Application
__/10 marks You identified unsuitable theories/concepts from weeks 9 to
12, relevant to the service marketing and the delivery failure incident. You identified somewhat suitable theories/concepts from weeks 9 to
12, relevant to the service marketing and the delivery failure
incident You identified mostly suitable theories/concepts from weeks 9 to
12, relevant to the service marketing and the delivery failure
incident You identified suitable theories/concepts from weeks 9 to
12, relevant to the service marketing and the delivery failure incident You identified all of the suitable theories/concepts from weeks 9 to 12,
relevant to the service marketing and the delivery failure incident
Recommendations
__/20 marks
You have proposed unclear or no strategic recommendation that
demonstrate an understanding of the delivery failure incident and recovery strategies. You have proposed strategic recommendations that
demonstrate a limited
understanding of the delivery failure incident and recovery strategies. You have proposed strategic recommendations that
demonstrate a suitable
understanding of the delivery failure incident and recovery strategies. You have proposed strategic recommendations that demonstrate an advanced understanding of the delivery failure incident and recovery strategies. You have proposed strategic recommendations that demonstrate an
expert understanding of the delivery failure incident and recovery strategies.
Use of
sources/supportive evidence
__/10 marks Your research lacks focus and/or you have chosen unsuitable or bogus sources, which do not link to the required assessment task. You have demonstrated a basic level of research, which is
supported by a reasonable selection of primary and/or secondary sources. You have demonstrated substantial research, which is
supported by a reasonable selection of primary and secondary sources. You have demonstrated substantial research, which is supported by an appropriate selection and range of primary and secondary sources. You have demonstrated extensive research, which is supported by an appropriate selection and range of primary and secondary sources.
Report
Format
__/10 marks The format chosen for your report is inappropriate and/or lacks thought and consideration for the intended audience. The format chosen for your report is appropriate, but further attention to detail would improve its presentation. The format chosen for your report is appropriate, but minor changes would enhance its presentation. Your report is professionally presented and has been submitted in the appropriate format. Your report is professionally presented and exceeds expectations for what is suitable for a business environment.
Spelling and
Grammar
__/10 marks Spelling and/or grammar is consistently incorrect. It impacts on the flow and readability of your analysis. Though there are some errors in grammar and spelling, these do not detract from the readability and flow of your analysis. Mostly correct grammar and spelling but any errors do not
impact on the readability and flow of your analysis. Errors in grammar and spelling are rare, which enhances the readability and flow of your analysis. Perfect grammar and spelling throughout, which enhances the readability and flow of your analysis.
In-text Citations
and Referencing
__/10 marks Neither in-text referencing and/or reference list adheres to Kaplan Harvard Referencing Style. In-text referencing or the resultant reference list adheres to Kaplan
Harvard Referencing Style, with some errors. Both, in-text referencing and the resultant reference list adhere to
Kaplan Harvard Referencing Style, with some errors. Both, in-text referencing and the resultant reference list adhere to
Kaplan Harvard Referencing Style, with only occasional minor errors. Both, in-text referencing and the resultant reference list adhere strictly
to Kaplan Harvard Referencing Style, with no errors.
Feedback and grades will be released via MyKBS.
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