GENERAL PURPOSE OF AN ESSAY: An essay is a piece of continuous writing that contains an argument to address the topic. An essay requires the writer to argue, defend or justify a point of view about the topic task. Essay writers provide appropriate reference material to support their arguments. Their material presents and discusses any conflicting evidence in order to reach a conclusion. Analysis comprises an assessment of the value of the ideas or information presented in the essay. Students are expected to provide both information and analysis in the essay.
BACKGROUND: Services have fundamentally different characteristics from goods or products. These differences have crucial implications for the way the service economy is organised. Services continue to add to the overall economic growth of countries. Therefore marketing and development of services remain a core topic. There is a critical need to remain focused on several areas related to services and, in particular, effective and efficient promotional strategies for service providers. Because of their generally intangible nature, services often face unique challenges in developing effective growth strategies. Organisations focus on the future and build a customer base for their services to support a growth economy.
TASK and TITLE: Write a research report on the following topic:
Services industries are important in building economic growth. Write your essay by addressing the following:
- Describe what various writers -at least THREE (3) - identify as the need for organisations to develop their services offerings.
- Discuss how organisations design and build services to attract new and existing customers to buy their services. Refer to the research you have presented previously in your research report.
- Select and describe how TWO (2) organisations are building their services offerings. You may use international examples as well as Australian organisations, from the financial services sector, distribution services sector or the business services sector.
- Compare and contrast the two organisations’ approaches to building their services businesses.
Sources: Sources must include at least six (6) articles/journals for this assignment, including the report assignment article (McManus) and any other relevant material from Assignment One. Use organisation information from Deakin online databases, organisation websites or other sources. References used in your Assignment Research Report may be used. However additional references are required. All sources must be properly referenced and cited. Sources must have been written in the 21st century; that is, since the year 2002 (but as close to 2012 as possible).
Other non-academic sources are not to be used; in particular, do not use Wikipedia, Woopido, MySpace, YouTube, Blogs or any other unverifiable non-academic sources.
Introduction In three moves
- Opening generalisation that establishes the major topic and sub-topic
- A brief reiteration/explanation of the essay topic
- A statement of the writer’s intention in the essay
? ONE paragraph ONLY.
Discussion (each paragraph in three moves)
- Describe what various writers -at least THREE (3) - identify as the need for organisations to develop their services offerings. This is known as the literature review. One paragraph only
- Discuss how organisations design and build services to attract new and existing customers to buy their services. Refer to the research you have presented previously in your research report. One paragraph only.
- Select and describe how TWO (2) organisations are building their services offerings. You may use international examples as well as Australian organisations, from the financial services sector, distribution services sector or the business services sector. Both organisations must be in the SAME sector. One paragraph only.
- Compare and contrast the two organisations’ approaches to building their services businesses. One paragraph only.
HINT: For each paragraph, use some of the wording from the tasks here to help formulate Move 1. Conclusion In two moves (but in ONE paragraph):
- Summary of essay. Clear signal: In conclusion, …
- Concluding generalisation/writer’s opinion. Clear signal: In this writer’s opinion, …
? One paragraph only.
References ? Separate page, with a heading ‘References’
? All listed sources cited in the essay (and no more)
? Listed according to the author-date Harvard system, in alphabetical order of first named author family name.