Citation and Pass/ Credit Distinction/
Teaching Period 2, 2014
MKT20012 Services Marketing
Assessment 1: Service encounter report
Word limit: 1750 (+/- 10%)
Due date: 9am AEST Monday 11 August (Week 6)
Weighting: 20%
Assessment overview
Understanding the nature of services and service customers is a core competency that marketing managers must develop. Managers that can be thoughtful about how their service customers are behaving, thinking and feeling are more likely to achieve successful outcomes. This assessment task is designed to encourage you to work with the literature on services marketing and see how you can apply these ideas to the services you visit.
Assessment details
Part 1: Complete a service encounter diary showing 6 different services you have used during the first weeks of the teaching period. Use the theory and terminology from the unit in your descriptions. Suggested information that could be described is shown below.
SERVICE ENCOUNTER DIARY (suggested content)
Encounter 1
Factual details: What happened, when, where, nature of transaction, and what type of service organisation.
Customer response to the encounter:
How did you specifically feel during this
How likely is it that you would go back to this encounter and why? service? Would you recommend this service to
What were your thoughts about this others? Why/why not? encounter? How do you describe your level of
What could the firm/employees/other satisfaction with this encounter? customers have said or done that would have made you feel better?
How do you describe the quality of the service provided?
Encounter 2…
Part 2: Write a report
Drawing on services marketing topics covered up to the end of Week 4, write a report in which you analyse the services you used. The key word is analysis. Do not describe but reflect on what you understand with reference to the literature. (Tip- relate to theory first; focusing on best/worst aspects may help). Your report should draw on the theory
MKT20012 Services Marketing
Assessment 1: Service encounter report
Word limit: 1750 (+/- 10%)
Due date: 9am AEST Monday 11 August (Week 6)
Weighting: 20%
Assessment overview
Understanding the nature of services and service customers is a core competency that marketing managers must develop. Managers that can be thoughtful about how their service customers are behaving, thinking and feeling are more likely to achieve successful outcomes. This assessment task is designed to encourage you to work with the literature on services marketing and see how you can apply these ideas to the services you visit.
Assessment details
Part 1: Complete a service encounter diary showing 6 different services you have used during the first weeks of the teaching period. Use the theory and terminology from the unit in your descriptions. Suggested information that could be described is shown below.
SERVICE ENCOUNTER DIARY (suggested content)
Encounter 1
Factual details: What happened, when, where, nature of transaction, and what type of service organisation.
Customer response to the encounter:
How did you specifically feel during this
How likely is it that you would go back to this encounter and why? service? Would you recommend this service to
What were your thoughts about this others? Why/why not? encounter? How do you describe your level of
What could the firm/employees/other satisfaction with this encounter? customers have said or done that would have made you feel better?
How do you describe the quality of the service provided?
Encounter 2…
Part 2: Write a report
Drawing on services marketing topics covered up to the end of Week 4, write a report in which you analyse the services you used. The key word is analysis. Do not describe but reflect on what you understand with reference to the literature. (Tip- relate to theory first; focusing on best/worst aspects may help). Your report should draw on the theory