Services Marketing Plan 1 answer below »

Assessment Task:Essay
Submission Time and Date:14 September, 2016 11:59pm
Value: 40%
Word Length: 2500 words
Learning Outcome(s):1-6

Assignment Question:

The ‘Services Marketing Plan (Part II)’ as assignment two provides you with a hands-on experience in understanding, designing and managing the customer interface of the service processes.

As part of your assignment 2, you will be applying various concepts of Services Marketing to the same hotel you based assignment 1 on. In specific you will need to discuss the following matters:

1. Discuss the relevance of flowcharting and prepare one for the hotel you selected for this assignment;
2. Discuss the importance of crafting the environment of the hotel and also provide recommendations to management on the matter;
3. Briefly discuss the relevance of the service personnel and the significance of service delivery, customer loyalty and customer relationship behaviour for the hotel;
4. Describe the significance of the effective complaint handling measures and discuss potential mechanisms that could be used by the hotel to handle customers complaints.

Obviously some theories and concepts in Chapters 8 – 14 will be more relevant to the Services Marketing Plan (Part II). You must choose which ones are more relevant and explain why they are more relevant. You must apply the concepts and theories you have learned from your reading of the text to the Services Marketing Plan (Part II) analysis and not just list or describe them. Please try to keep your assignment within the total word limit.

You must use correct referencing of the textbook and other resources used in your assignment to pass the assignment. Use of more references may attract higher marks. Marks will be deducted for incorrect referencing and poor presentation (ie., spelling and grammar). If there is no referencing in your assignment it will be deemed to be plagiarism and the plagiarism policy will be enforced. You will receive a higher mark for applying a critical analysis to your discussion.

Please refer to the marking template below for the way in which the marks will be distributed. Also refer to the grading system outlined in this unit guide for how grades are given for the assignment.

Measure Max Mark
Care in question interpretation 10%
Understanding of key concepts 30%
Analytical/critical thinking 20%
Application of examples to concepts 30%
Logical flow and presentation 10%