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Page 1 XXXXXXXXXXKaplan Business School Assessment Outline Assessment 1 Information Subject Code: MKT203 Subject Name: Services Marketing Assessment Title: Service mapping blueprint Assessment Type:...

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Page 1 XXXXXXXXXXKaplan Business School Assessment Outline

Assessment 1 Information

Subject Code: MKT203
Subject Name: Services Marketing
Assessment Title: Service mapping blueprint
Assessment Type: Chart/Model
Choose an item.: Choose an item. (+/-10%)
Weighting: 25 %
Total Marks: 25
Submission: MyKBS
Due Date: Week 6

Your Task
Individually you are required to choose a service
and that you have recently transacted with.

Assessment Description
The purpose of this individual scenario analysis is to develop students’ skills in applying relevant
service marketing analysis tools. This will enable students to apply learned marketing theories and
concepts to a ‘real world’ business case within a safe learning environment.

Assessment Instructions
Individually you are required to choose a service
and that you have recently transacted with and
prepare:
1. A service offering diagram clearly distinguishing between core, supplementary and
augmented services for the organization.
2. A service process map
lue print of the service organization’s different steps of the
processes followed by the service organisation, time taken for each process etc.

Consider complexity and divergence while preparing these charts. Please refer to week-4 lecture
material to prepare this assessment. In preparing your process chart, you will need to include
images and any other visual aid that supports your analysis.

You are required to reference at least 5 sources of information. These may include corporate
websites, government publications, industry reports, census data, journal articles, newspaper
articles, and textbook material.

Your document MUST follow a professional structure:
Cover page that contains your details, assessment details etc.
(Kaplan coversheet is no longer required.)
Service offering diagram (One page, no more)
Service process map /Blue print (One page, no more)
Reference List (you must apply Harvard Referencing Style)


Page 2 XXXXXXXXXXKaplan Business School Assessment Outline



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/cu
ent-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
esources on the MyKBS Academic Success Centre page. Click here for this information.

http:
www.kbs.edu.au/cu
ent-students/student-policies
https:
elearning.kbs.edu.au/course/view.php?id=1481

Page 3 XXXXXXXXXXKaplan Business School Assessment Outline



Assessment Marking Guide
MKT 203 Assessment Marking Ru
ic – Service process mapping and blue printing - Making Process Chart 25%

Criteria F (Fail) 0 -
49
P (Pass) 50 -
64
CR (Credit) 65 -
74
DN (Distinction) 75
- 84
HD (High Distinction) 85 -
100

Theory
Application
35%

Your chart does not
satisfactorily identify and
apply relevant service
marketing theories and
concepts

Your chart partially
identifies and applies
some relevant service
marketing theories and
concepts

Your chart satisfactorily
identifies and applies
elevant service
marketing theories and
concepts

Your chart strongly identifies
and applies relevant service
marketing theories and
concepts

Your chart clearly and
thoroughly identifies and
applies relevant service
marketing theories and
concepts


Data
Analysis
35%

Your analysis lacks depth,
and your
interpretation is not
elevant to the
assessment criteria

You have analysed some
market specific
information, although
your interpretation is
not always relevant to
the assessment criteria


You have analysed most of
the market specific
information required by this
assessment


You have analysed and
interpreted accurate market
information

You have analysed and
interpreted accurate and
specific market information

Chart Format

30%



The format chosen for your
chart lacks thought
and consideration for the
intended audience


The format chosen for
your chart is
satisfactory, but major
improvements would
enhance its
effectiveness

The format chosen for your
chart is appropriate but
quite a few improvements
would be needed for a
professional audience



Your chart is professionally
presented and has been
submitted in a format that,
with some tweaks, could be
suitable for a professional
audience


Your chart is professionally
presented and has been
submitted in an entirely
appropriate format


Feedback and Grades will be released via MyKBS
Page 4 XXXXXXXXXXKaplan Business School Assessment Outline
    Assessment 1 Information
    MKT 203 Assessment Marking Ru
ic – Service process mapping and blue printing - Making Process Chart 25%
    Subject Code:
    Subject Name:
    Service mapping blueprint
    Assessment Title:
    Chart/Model
    Assessment Type:
    Choose an item.:
    Weighting:
    Total Marks:
    MyKBS
    Submission:
    Week 6
    Due Date:
    25
    MKT203
    Services Marketing
    25 %

MKT203_T3_2019_W4
MKT203 Service
Marketing
Week 4 Service Delivery
Process
Copyright Notice
COPYRIGHT
COMMONWEALTH OF AUSTRALIA
Copyright Regulations 1969
WARNING
This material has been reproduced and communicated to you by or on behalf of
Kaplan Higher Education pursuant to Part VB of the Copyright Act 1968 (the Act).
The material in this communication may be subject to copyright under the Act. Any
further reproduction or communication of this material by you may be the subject of
copyright protection under the Act.
Do not remove this notice
Chapter Objectives
• Compare and contrast the four stages of operational
competitiveness.
• Appreciate the relationship between operations and marketing as it
pertains to developing service delivery systems.
• Describe the types of operational models that facilitate operational
efficiency.
• Consider the challenges associated with applying operational
efficiency models to service organizations and recommend
strategies that overcome some of these difficulties.
• Explain the art of service blueprinting as it relates to the design of
service delivery operations.
• Discuss the role of complexity and divergence as they relate to new
service product development.
Activity 1 Watch the video and think of the following
facts.
Chipotle Mexican Grill
• Chipotle sells only fresh foods and prepares everything
y hand
• Speed is critical
• Chipotle’s delivery system is much like an assembly line
– Employees manage throughput by preparing food and setting up
the line before customers a
ive
– An expeditor and manager back up the line employees to move
customers through the line quickly, minimize bottlenecks, and fill
unmet service needs
• More than 1,600 stores reap more than $4 billion in sales
per yea
https:
www.youtube.com/watch?v=wmH73Diqf5Q
The Service Offering
• Individually research 3 service
organizations and their slogan/mission.
Based on that, identify their core services
and share with your group.
Group Activity
Stages of Operational Competitiveness
• Strategically, the service firm can choose to view its
operations as a necessary evil to complete day-to-day
tasks, or use its operations as the key component of its
competitive strategy
• The manner in which “operational competitiveness” is
em
aced can be described by four stages:
1. Available for Service
2. Journeyman
3. Distinctive Competencies Achieved
4. World-Class Service Delivery
Stage 1: Available for Service
• Operations are viewed as a necessary evil
• Operations are at best reactive to the
needs of the rest of the organization and
deliver the service as specified
• Primary mission is to avoid mistakes
• Technological investment, investment in
training, and personnel costs are
minimized
Stage 2: Journeyman
• Prompted by the a
ival of competition
• Operations become more outward-looking
• Characterized by the introduction of
technologically based systems for the
primary purpose of cost savings
• Employees are given procedures to follow
• Management focuses on ensuring that
standardized procedures are followed
Stage 3:
Distinctive Competencies Achieved
• The firm has mastered the core service and understands
the complexity of changing cu
ent operations
• View of technology changes from “cost savings” to
“enhancing the effectiveness of service to customers”
• Involves a philosophical change of balancing efficiency
with effectiveness
• Front-line workers may select from alternative procedures
Stage 4:
World-Class Service Delivery
• The company’s name is synonymous with
service excellence
• Operations become adaptive and
innovative
– Technology provides a means to accomplish
tasks that the competition cannot easily
duplicate
Major Design Trade-Offs in High-
and Low-Contact Systems
12
Marketing and Operations:
Balance Is Critical
• The ma
iage of consumers’ needs with the
technology and manufacturing capabilities of the
firm
– The ma
iage involves compromise
• Customer needs can seldom be met completely and
economically
• Success in services
Answered Same DayDec 14, 2021

Solution

Rupsha answered on Dec 14 2021
55 Votes
Service Mapping Blue Print of Singapore Airlines
Service Mapping Blue Prints: Singapore Airlines
Singapore Airlines is a airlines of republic of Singapore. It is ranked four times as the world best airlines by the Skytrax. This airlines company had established in 1947.The head quarters of the airlines is Airline House. The hub of the Singapore airlines is situated in Singapore Changi airport. It offers its services in 62 destinations across the world. It has 137 aircrafts including Ai
us A380, which is world’s largest aircraft for passengers. Singapore Airlines is consisted of many subsidiaries such as Scoot, SIA Engineering Company, SilkAir and Singapore Airlines Cargo.
Core, supplementary and augmented services of Singapore airlines
The organization is well known for its provision of premium services to their clients. Singapore airlines offer core services, supplementary and augmented services to their customers. The core service of Singapore airlines is transportation of goods and customers in different destinations. The supplementary services provided by Singapore airlines are booking procedure of airlines, beggaring, hospitality, lounge, catering, billing, and payment. The augmented services offered by Singapore airlines are Chauffeur services, lounge entertainment, shower and spa and pre flight meals (Adapa and Roy, 2017). The below diagram represents the core, supplementary and augmented services provided by Singapore airlines.
(
Online bookin
g
) (
Chauffeur services
)
(
Core services: Transportation
)
(
Lounge entertainment
) (
Bagging
)
(
Pre fight meals
)...
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