Deakin's Bachelor of Commerce and MBA are internationally EPAS accredited.
Deakin Business School is accredited by AACSB.
MMK251 Services Marketing
Trimester 1, 2019
Assignment One
Assessment task Marks (%)
Written Assignment One: 1000 words to be completed
individually. Submit online in CloudDeakin via your
Assignment Drop box by 5.00pm (EST) on Wednesday
3rd April (Week 5).
15
Learning Outcome Details
Unit Learning Outcome (ULO) Graduate Learning Outcome
(GLO)
ULO 1: Design marketing strategies that overcome the
challenges associated with the generic differences between
goods and services.
GLO1: discipline-specific
knowledge and capabilities;
GLO4: critical thinking; GLO5:
problem solving.
ULO 2: Critically evaluate the conceptual and theoretical
foundations of frameworks and models within the services
marketing arena.
GLO1: discipline-specific
knowledge and capabilities;
GLO4: critical thinking; GLO5:
problem solving.
ULO 3: Evaluate various options for the marketing and
management of ‘real-world’ service organisations using both
theoretical and practical approaches.
GLO1: discipline-specific
knowledge and capabilities;
GLO4: critical thinking; GLO5:
problem solving.
ULO4: Source information from academic journals, industry
publications, market research and other material.
GLO5: problem solving.
Assignment Learning Outcome Details
ULOs assessed Students are required to source and apply services marketing theory and
frameworks to an organisation and its operating environment in order to
overcome ‘real-world’ marketing problems (ULO1, ULO2, ULO3, ULO4).
https:
www.efmd.org/index.php/accreditation-main/epas
http:
www.aacsb.edu
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GLOs assessed GLO1: discipline-specific knowledge and capabilities; GLO4: critical thinking;
GLO5: problem solving. The assignments require students to identify the
challenges faced by organisations and create practical solutions to these
challenges.
Assessment Feedback:
Students who submit their work by the due date will receive their marks and feedback on
CloudDeakin by Wednesday 24th April (5.00pm).
Assignment Description / Requirements
Choose an operating service organisation high in either experience or credence
attributes/properties*.
a) Specify what product characteristics make the organisation easy or difficult for consumers
to evaluate.
) Describe the ‘main’ strategies that the organisation cu
ently uses to facilitate consumers’
pre-purchase evaluation and reduce their perceptions of risk.
c) Suggest three ‘new’ strategies that the organisation can adopt to enhance consumers’ pre-
purchase evaluation and reduce their risk perceptions.
*Services high in experience properties include, but are not limited to a café, restaurant, night club,
casino, hotel, sporting event, transport (e.g., a flight or cruise), hairdresse
eauty salon, day spa or
tourist attraction (e.g., theme park, the Melbourne Aquarium, the Old Melbourne Gaol, Sovereign
Hill). Services high in credence properties include, but are not limited to a doctor, lawyer, dentist,
financial planner, engineering/management/marketing consultant, auto mechanic or information
technology services.
IMPORTANT: Aside from reading the information pertaining to Assignment One in this document,
please listen to the assignment podcast available by the end of week 1. FAQs will also be developed
and updated as student queries and questions emerge.
Assessment criteria
The final mark allocated will be based on the criteria outlined in the Assignment Ru
ic (see
Assessment folder in CloudDeakin). Please note that assignments will be marked out of 50 and then
e-scaled to 15.
Assignment structure
Structure your answer around the assessment criteria outlined in the Assignment One Ru
ic (see
Assessment Resources/Assignment One/Assignment One Ru
ic on CloudDeakin). You are NOT
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equired to include an executive summary, contents page, introduction or conclusion. Please
include a reference list.
Should you wish to attach any additional information to your assignment (e.g., a
ochure), label
this information Appendix 1, Appendix 2, Appendix 3, etc., and give each appendix a title, e.g.,
Appendix 1: Movie World Brochure. Each appendix must be refe
ed to by number in the body of
your report and described
iefly.
Research sources
A minimum of four relevant references are required (ALL of which should be cited within the body
of your report). Use a range of sources, e.g., journal articles, text books, web sites, business
magazines, etc. Please use the Harvard referencing system which can be accessed at the following
web site (http:
www.deakin.edu.au/students/study-support
eferencing/harvard).
A blend of relevant services marketing theory and practical advice for management is required to
score a high mark for this assignment.
Font and line spacing
With regard to the text used in your paper, please use a standard font (such as Times New Roman
or Arial Na
ow), at 12-point, with 1.5 minimum spacing between lines, to enhance the legibility for
markers.
Word limit
Your report should comprise 1000 words. The following penalties apply to reports in excess of the
word limit:
• If your report exceeds the word limit by 10% or less, 5% of the available marks will be
deducted.
• If your report exceeds the word limit by 11-20%, 10% of the available marks will be
deducted.
• If your report exceed the word limit by 21-30%, 15% of the available marks will be deducted,
etc.
• This process will continue for each additional 10% that the word count is exceeded.
While the word limit as computed by Word includes text and all tables and figures (graphs, charts,
etc.) and any appendices written using Word, it should exclude the reference list. Please include
the word count on the front cover page of your assignment.
Submission Instructions
ALL assignments must be submitted online in CloudDeakin via your Assignment Drop box by
5.00pm (EST) on Wednesday 3rd April (Week 5). Additional material that you may deem important
such as a
ochure or other advertising material should be scanned and embedded into the
http:
www.deakin.edu.au/students/study-support
eferencing/harvard
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esearch paper. Please submit one Word (not PDF) file only. Do not use different files for your
appendices and list of references. Please retain duplicates of all material submitted. All research
papers should be submitted via the CloudDeakin Assignment drop box, only.
Written assignments must be assessed by students independently of the lecturer via Turnitin.
Turnitin checks that you have not unwittingly used the work of others’ (i.e., academic and trade
authors, etc.). There are penalties for plagiarism at this university that are described in the
MMK251 unit guide and on CloudDeakin. Make sure all quotations are in inverted commas and
eferenced co
ectly. To check your work for plagiarism, please go to Resources/Assessment
Resources. Look for, “How to check your work for plagiarism and collusion”. At the bottom of this
section, click on “Self-check your draft in UniStart Turnitin Dropbox”. Please upload the final version
of your assignment to the Assignment One folder.
Please note that the Turnitin link IS NOT a substitute for submission.
Please name your assignment file as follows: MMK251-Surname-First Name-ID Number. Please
include the word on your assignment cover page. You DO NOT need to use an official Deakin
University assignment cover sheet.
You must keep a backup copy of every assignment you submit, until the marked assignment has
een returned to you. In the unlikely event that one of your assignments is misplaced, you will
need to submit your backup copy.
When you are required to submit an assignment through your CloudDeakin unit site, you will
eceive an email to your Deakin email address confirming that it has been submitted. You should
check that you can see your assignment in the Submissions view of the Assignment dropbox folder
after upload, and check for, and keep, the email receipt for the submission.
Notes
• Penalties for late submission: The following marking penalties will apply if you submit an
assessment task after the due date without an approved extension: 5% will be deducted from
available marks for each day up to five days, and work that is submitted more than five days
after the due date will not be marked. You will receive 0% for the task. 'Day' means working
day for paper submissions and calendar day for electronic submissions. The Unit Chair may
efuse to accept a late submission where it is unreasonable or impracticable to assess the task
after the due date.
• For more information about academic misconduct, special consideration, extensions, and
assessment feedback, please refer to the document Your rights and responsibilities as a
student in this Unit in the first folder next to the Unit Guide of the Resources area in the
CloudDeakin unit site.
• Building evidence of your experiences, skills and knowledge (Portfolio) - Building a portfolio
that evidences your skills, knowledge and experience will provide you with a valuable tool to
help you prepare for interviews and to showcase to potential employers. There are a number
of tools that you can use to build a portfolio. You are provided with cloud space through
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OneDrive, or through the Portfolio tool in the Cloud Unit Site, but you can use any storage
epository system that you like. Remember that a Portfolio is YOUR tool. You should be able
to store your assessment work, reflections, achievements and artefacts in YOUR Portfolio.
Once you have completed this assessment piece, add it to your personal Portfolio to use and
showcase your learning later, when applying for jobs, or further studies. Curate your work by
adding meaningful tags to your artefacts that describe what the artefact represents.
Learning Outcome Details
Assessment Feedback:
Assignment Description / Requirements
Submission Instructions
Notes
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