ASSESSMENT 2
BUS104 – Introduction to Marketing
T1 2019
ASSESSMENT 2: Essay (Individual) – 15%
The assignment is served as two purposes: a) to assess students’ knowledge about contemporary issue of marketing and b) as a
diagnostic test of the students’
writing and referencing skills. This contributes to Learning Outcomes a, b and e.
Essay topic:
“Big
ands consider using ‘social robots’ as part of their strategic marketing mix as companies looks to intensify and deepen customer
engagement and experience”. Discuss the pros and cons of using social robots as marketing tools.
The students are required to respond to the statement above and write the responses in an essay format. The points of this
assessment are to test students’ knowledge on contemporary marketing issues as well as to provide students with an at-risk
assessment. The aim is to give students an early assessment with feedback to identify students who are at risk of not achieving a
pass in the subject.
This assessment will allow lecture
tutor to work with the students and provide early feedback which they can take on board for
later assignments. If necessary the student may be refe
ed to the learning support unit for further help.
As the assessment asks for the opinion, the arguments need to be supported with reliable sources of information. It is expected that
the students will cite at least 4 references. Sources that can be used, for example, include the textbook and refereed journal articles.
Please refrain from using internet sources like essay.com. marketing.com, seminar slides, dictionaries, about.com. In addition, at
KOI copying from a source without proper acknowledgement is severely penalised as leaving paragraphs and sentences without a
citation.
Although the key aims of this task is for lecturers/tutors to see the strengths and possible areas of improvement with the students’
academic writing, the students should strive to write in as clear a manner as possible, using well-constructed paragraphs, and
avoiding bullet points, incomplete sentences, or overly formal or informal language.
Submission Details
- Individual Assessment
- Word limit: 1500 words (±10%) (excluding reference list)
- You need to state the word count of the assessment on the cover page.
- The response should be professionally in Arial 10pt or Times New Roman 12pt, single space. Harvard (Anglia) style referencing.
- Submission deadline Week 5 – Saturday 13 April, by 11.59pm
- Softcopy to be uploaded Turnitin via Moddle links
- Late penalties and extensions:
An important part of business life and key to achieving KOI’s graduate outcome of Professional Skills is the ability to
manage workloads and meet deadlines. Consequently, any assessment items such as in- class quizzes and assignments
missed or submitted after the due date/time will attract a penalty. Penalty for written assessment is - 5% of the total
available marks per calendar day unless an extension is approved
- Applying for extension:
If students are unable to submit or attend an assessment when due, and extensions are possible, they must apply by
completing the appropriate Application for Extension form available from the Student Information Centre in Moodle, the KOI
Website (Policies and Forms) and the Reception Desk (Market St and Kent St), as soon as possible but no later than three
(3) working days of the assessment due date. The completed form must be emailed with supporting documentation to
XXXXXXXXXX and lecturers / tutors will be advised of the outcome of the extension request as soon as
practicable. Appropriate documentary evidence to support the request for an extension must be supplied. Please
emember there is no guarantee of an extension being granted, and poor organisation is not a satisfactory reason
to be granted an extension.
mailto: XXXXXXXXXX
Marks out of 15 will be awarded based on how well the following criteria is addressed:
Criteri
a
% Marks
Focus and detail – clear main ideas and well supported
y detail and accurate information
20
%
Organisation of the essay : Inforamtion is relevant and
presented in logical order
20
%
Sentences, structure, grammar, mechanics and spelling 20
%
References and referencing skills 20
%
Marking Ru
ic for BUS104 Introduction to Marketing
Assessment 2: Diagnostic Essay – 15%
Criteria
Fail
(0 – 49%)
Pass
(50 – 64%)
Credit
(65 – 74%)
Distinction
(75 – 84%)
High Distinction
(85 – 100%)
Focus and details
(20 marks)
Discussion of the essay topic
are not well-developed in
espect to focus and details
Discussion of the essay topic
are somewhat developed in
espect to focus and details
Discussion of the
essay topic are
developed in respect
to focus and details
Discussion of the essay
topic are well-developed in
espect to focus and details
Discussion of the essay topic are
very well-developed in respect
to focus and details
Organisation of the essay
(20 marks)
Limited ability to organise
information coherently and
communicates ideas
accurately and appropriately
Average ability to organise
information coherently and
communicates ideas
accurately and appropriately
Above average
ability to organise
information
coherently and
communicates ideas
accurately and
appropriately
Good ability to organise
information coherently and
communicates ideas
accurately and
appropriately
Excellent ability to organise
information coherently and
communicates ideas accurately
and appropriately
Sentences, structure, grammar,
mechanics and spelling
(20 marks)
The foundation for the
literature review are not
well developed with respect
to: adequate search
keyword and identification
of four relevant articles
The foundation for the
literature review are
somewhat developed with
espect to: adequate search
keyword and identification of
four relevant articles
The foundation for
the literature review
are well- developed
with respect to:
adequate search
keyword and
identification of four
elevant articles
The foundation for the
literature review are very
well- developed with
espect to: adequate
search keyword and
identification of four
elevant articles
The foundation for the
literature review are expertly
developed with respect to :
adequate search keyword and
identification of four relevant
articles
Provide evidences of knowledge and
skills specific to the research
questions
\(20 marks)
Limited, evidence of
knowledge and skills specific
to the research questions.
Average, evidence of
knowledge and skills specific
to the research questions.
Above, evidence of
knowledge and skills
specific to the
esearch questions.
Good evidence of
knowledge and skills
specific to the research
questions.
Excellent evidence of
knowledge and skills specific to
the research questions.
Reference and referencing skills
(20 marks)
Poor ability to present
information with co
ect
eferencing
Sufficient ability to present
information with co
ect
eferencing
Adequate ability to
present information
with co
ect
eferencing
Good ability to present
information with co
ect
eferencing
Excellent ability to present
information with co
ect
eferencing
Total marks out of 100
Total Assessment marks :
/15
Comment:
Customer Responses to Service Robots
Customer Responses to Service Robots
Comparing Human-Robot Interaction with Human-Human Interaction
Moritz Merkle
Technische Universität Darmstadt
XXXXXXXXXX
Abstract
This paper investigates how service failures affect
customers by comparing human-robot interactions
with human-human interactions. More specifically, it
compares customers’ satisfaction in a service robot
interaction depending on a service failure with the
customers’ satisfaction in a frontline service employee
interaction. On a theoretical basis, extant literature on
the uncanny valley paradigm proposed that service
obots would create lower satisfaction than human
frontline employees would. However, I find that service
obots could keep up with human frontline employees.
Based on an extensive literature research on
service failures, I propose that customer satisfaction
after a service failure declines far less for a human
frontline employee compared with a service robot.
Nevertheless, I find evidence that service robots create
even higher customer satisfaction than human frontline
employees after the exactly similar service failure. I
ase my findings on an experimental laboratory study
with 120 student participants and the service robot
“Pepper” from Softbank Corp.
1. Introduction
Digitalization of services is changing the way
companies interact with their customers nowadays.
Within the last several years, electronic services were
evolutionized, so that today’s world is increasingly
characterized by technology-facilitated transactions.
An increasing amount of customers interacts with
technologies to create their own service, instead of
interacting with a human frontline employee (FLE).
Self-service technologies (SSTs) are „technological
interfaces that enable customers to produce a service
independent of direct service employee involvement
[24]. Regular SSTs such as automated teller machines
(ATMs), ticket machines, airport check-in kiosks, and
internet based services such as online banking, already
established on a large scale.
In recent years, the number of service robots as new
service technology skyrocketed. Sales of service robots
for professional use sold in 2015 increased by 25% and
sales value increased to $ 4.7bn in 2016 (IFR). In
contrast to conventional SSTs this service technology
comes along with a physical appearance, and is thus
much more similar to human FLEs than the SST.
Service robots are already used in many industries such
as retail, healthcare and hospitality industry. The
French supermarket Ca
efour [8] installed Pepper
obots on the shop floor to give customers information
on promotions and discounts and hotels as Hilton and
Ma
iott are already experimenting with robots at the
eception. At the Hospital in Liège this service robot is
already working at pediatrics [10]. Even within the
obotization, there is the trend to design service robots
with an increasingly human appearance, such as the
android robot Erica, that is almost not distinguishable
from a human anymore [35]. Although these service
obots are becoming increasingly human, studies
suppose that customers would be more satisfied with