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306MKT Services and Retail Marketing

306MKT Services and Retail Marketing
 
COURSEWORK– INDIVIDUAL
(50% of Overall Module Grade)

Task:                INDIVIDUAL REPORT (3,500 words)

Submission:      By 4pm on Monday 18th March 2013
 
 
 
Coursework must be submitted both electronically via TURNITIN on the module web AND a hard copy to the William Morris Building Reception.
 
Intended learning outcomes being assessed:

Critically analyse the determinants of competitive success in retail industries, in particular the role and application of marketing within the retail environment.
Conduct a critical analysis of contemporary issues in the area of services and retail marketing.

The report must comprise 3,500 words and be fully referenced in Coventry University Harvard style. Any penalties for not complying with word limits will be in accordance with University and faculty policy.
 
Marking Scheme
See the attached sheet for more detailed information about coursework criteria and marking.
 
Report (To be submitted by 4pm on Monday 18th March 2013)
 

Reports should be more than descriptive collations of library material and should illustrate relevant aspects of theory and practice, and demonstrate thoughtful and critical analysis of issues. Marks will be awarded for particular evidence of analytical rigour, demonstration of understanding of relevant concepts, integrity and practical insight.
University regulations on copying and plagiarism apply.
Assignments should be word-processed and spell checked. Hand written work will not be accepted.
The report must be fully referenced in Coventry University Harvard referencing style.
Students MUST keep copies (electronic or photocopies) of all coursework submitted on this module.

 
Contents of the Report:

Title Page with the report title, module code, module title, your name, SID number, course, date submitted, the Turnitin score, and word count
Table of Contents including appendices
Report Summary: cover all your key points from the whole report (have less than one A4 page– this will not be included in the word count)
Introduction: 2 paragraphs to introduce your chosen case company.
Main body of the report: to cover the coursework questions
Conclusions: no new information given here. Summarise your points and link them to your key recommendations to your chosen company.
List of References
Appendices (as appropriate)

 
Format of the Report:

Word count should not exceed an approximate 10% limit
Font Size 11 or 12 points
1.5 line spacing
Header and Footer with Title and Page Numbers respectively
Single Side Printing on A4 paper
BES Coursework Cover Sheet attached

 
Late submission of assignments
 
Illness at around the time of the deadline is not sufficient reason to delay the submission of an assignment. Neither are ‘problems’ with a PC, printer, disc or memory stick. Assignments are issued weeks in advance; you should plan for contingencies in your work schedule. The module leader will not accept minor and routine illness or computer problems as reasons for late work.
Submission                                                                 4pm on date: 18th March 2013
 
This assignment must be submitted, with a BES coursework cover sheet attached, to William Morris reception and also via the module web by 16.00 on the above deadline.
 
Please note:

You will be awarded 0% for a late submission. (Up to 2 weeks, then fail awarded, equivalent to not submitted) *NB Actual calendar weeks are counted, not just term time weeks.
Extensions will be in accordance with University and School policy and will only be granted by the Student Support Centre.

 
Students MUST keep copies (electronic file if done on computer) of their assignment. Please also submit an electronic copy of your assignment via the module web using the Turnitin icon. (See instructions on module web)
 
The electronic version of your assignment may be used to enable checks to be made using anti-plagiarism software and approved plagiarism checking websites.
 
Any penalties for not complying with word limits will be in accordance with University and Faculty policy. The words should support your choice of visual image with reference to the requirements of the brief using adequate reference to supporting material.
 
Any penalties for not complying with word limits will be in accordance with University and Faculty policy. The words should support your choice of visual image with reference to the requirements of the brief using adequate reference to supporting material.
 
Marking Scheme
A copy of the marking scheme and feedback for this coursework is attached.
 
Return of Marked Work
Marked work will be returned in class. You can expect to have marked work returned to you by 3 teaching weeks after the submission date.
 
PLAGIARISM WARNING! – Assignments should not be copied in part or in whole from any other source, except for any marked up quotations, that clearly distinguish what has been quoted from your own work. All references used must be given, and the specific page number used should also be given for any direct quotations, which should be in inverted commas. Students found copying from the internet or other sources will get zero marks and may be excluded from the university.
 
 
 

 
Tasks
Choose ONE case company from one of the following services or retail sectors, and answer the following questions based on your chosen case company.
 
Sector choices:
 

Restaurants (Pizza Hut or McDonalds)
Airlines (British Airways or EasyJet)
Chain hotels (Travelodge or Premier Inn)
Higher Education (Coventry University)
Banking (Barclays or Santander)
Food Retailer (Waitrose or Marks & Spencer or Sainsbury)
Health Clubs (Fitness First or David Lloyd)

 
Answer all of the questions below based on your chosen case company.
 

Intangibility, inseparability, perishability, variability and lack of ownership are the key characteristics of services. Identify the characteristics of services that are particularly important to your chosen case company and justify your answers by referring to relevant academic concepts.   (15 marks)

 
 

Examine the consumer buying behaviour in your chosen sector by,

Using secondary data to discuss how consumers normally decide which services or retailers to go to. In other words, what types of decision-making process do consumers normally have in your chosen sector? Using the above information to identify bases for market segmentation for your chosen case company.     (25 marks)

 

Prepare a figure of service blueprint for your chosen case company with supporting discussions to explain the main service processes and consider the “line of visibility” in the blueprinting.

Focusing on the elements of physical evidence by applying the concept of servicescape. Examine the facility exterior, facility interior, and other tangibles of your chosen case company.
Explaining where the potential service failure points are located, how they could be designed out of the process, and what service recovery procedures could be introduced to deal with service failures? (25 marks)

 

Appling SERVQUAL framework to your chosen case company and,

Advise how your chosen case company can reduce Gap 1, 2, 3 & 4, in order to increase the service quality.
Based on your discussions above, evaluate the branding strategies of your chosen case company and provide recommendations to help your chosen case company to maintain competitive advantages in the sector. (35 marks)

 
 
Possible Sources of Information
 
The journal articles that are used in the module.
 
Electronic databases e.g. Business Source Premier (EBSCO), Emerald
 
E.g. Journal of Services Marketing
Journal of Marketing
European Journal of Marketing
Journal of Consumer Research
Journal of Marketing Research
Journal of Marketing Management
Journal of Retailing
Journal of Retail Marketing
Harvard Business Review
Advertising Age
Marketing
Marketing Week
 
 
Assessment Criteria
70%+
Knowledge and Understanding: You consistently demonstrate an ability to absorb, reflect upon and deploy a wide range of subject-related knowledge and concepts, with few if any lapses in accuracy and understanding. You are able to apply excellent critical judgement to new information and ideas, comparing different data and perspectives in order to develop, substantiate and defend your own position.
Problem Solving: You regularly demonstrate the confidence to go beyond the limits of the task, identifying additional issues and suggesting ways of addressing any problems.
Research and Reading: You clearly recognise the importance of wide and independent reading, and are developing effective research skills, which take you well beyond the obvious or suggested sources of information. This is reflected in work, which demonstrates an impressive grasp of relevant knowledge and an original approach to the topics and problems involved. Often this is reflected in work that goes well beyond the scope of the task.
 
60-69%
Knowledge and Understanding: You frequently demonstrate an ability to absorb, reflect upon and deploy a range of subject-related knowledge and concepts, with only minor lapses in accuracy and understanding. You are able to apply critical judgement to new information and ideas, comparing different data and perspectives in order to develop and substantiate your own position.
Problem Solving: Where we have identified a problem or issue for you to consider, you consistently come up with appropriate responses that demonstrate a clear grasp of the issues involved. On occasions you refine your analysis to highlight less obvious issues and propose solutions.
Research and Reading: You clearly recognise the importance of wide and independent reading, and are developing effective research skills, which take you beyond the obvious or suggested sources of information. This is reflected in work, which demonstrates an impressive grasp of relevant knowledge and an original approach to the topics and problems involved.
 
50-59%
Knowledge and Understanding: You frequently show that you can analyse and understand subject-related knowledge and concepts and use them to generate your own ideas. There is clear evidence that you are able to relate your reading and research to the task.
Problem Solving: Where we have identified a problem or issue for you to consider, you are able to suggest sensible solutions that sometimes move beyond the responses recommended.
Research And Reading: There is evidence of independent reading. This lends extra depth and authority to your work and makes it possible for you to generate ideas of your own about the topic or task at hand.
 
40-49%
Knowledge and Understanding: You demonstrate the potential to develop your own ideas based on the information and concepts you have studied, and on occasions you do establish a position of your own derived from your reading and research. However it is more common for you to give a clear account of others’ views and in that respect to stay closer to the opinions voiced in the source material you have used.
Problem Solving: Where we have identified a problem or issue for you to consider, you are generally able to suggest sensible solutions but these are often based solely on recommendations in the course material.
Research and Reading: You have made a basic effort to read the essential texts and some recommended sources and your work shows a satisfactory level of understanding.
 
25-39% (Fail bona fide attempt)
Knowledge and Understanding: This does not meet the minimum standard required for a Pass but represents a bona fide attempt to engage with the subject and qualifies for a resit. You have made a genuine effort to understand the subject by accessing standard sources of information and ideas and reporting these in a reasonable way. On a few occasions you seek to analyse the material critically, but this is not typical of your work and not always convincing.
Problem Solving: This does not meet the minimum standard required for a Pass but qualifies for a resit. Your work represents a genuine attempt to consider the problems and issues we have raised and to suggest some way forward, but your analysis is often flawed and the solutions you propose are not always practical.
Research and Reading: This does not meet the minimum standard required for a Pass but qualifies for a resit. You have made an effort to engage with the essential reading and try to make sense of the information that it provides, but the base of information from which you are working remains too narrow to support an effective grasp of relevant knowledge and ideas.
 
0-24% (Non bona fide attempt)
Knowledge and Understanding: You have not understood the topic. Your work demonstrates a limited grasp of the subject and how this knowledge can be applied, and while there may be some analysis of information and an attempt at original thinking, this is neither consistent nor convincing.
Problem Solving: You have not dealt with the problems or issues in question well enough. You have relied too often on responses we have suggested, or have not supported your own proposals with sufficient information or reasoning.
Research and Reading: You have not read widely enough or made sufficient use of your reading. Your engagement with key texts and sources of information may have been too limited. Your work does not reflect a good grasp of the topic which only careful and considered reading can provide.
 
 
 
 
 
 
Feedback Sheet
 
306MKT, Services and Retail Marketing 2012-13
 
Student ID No: ……………………………………………
 

Intangibility, inseparability, perishability, variability and lack of ownership are the key characteristics of services. Identify the characteristics of services that are particularly important to your chosen case company and justify your answers by referring to relevant academic concepts.
(15 marks)                                                                      
 
 
 
 
 
 
 
 

Examine the consumer buying behaviour in your chosen sector by,

Using secondary data to discuss how consumers normally decide which services or retailers to go to. In other words, what types of decision-making process do consumers normally have in your chosen sector? Using the above information to identify bases for market segmentation for your chosen case company.

(25 marks)                                                    
 
 
 
 
 
 
 
 
 

Prepare a figure of service blueprint for your chosen case company with supporting discussions to explain the main service processes and consider the “line of visibility” in the blueprinting.

Focusing on the elements of physical evidence by applying the concept of servicescape. Examine the facility exterior, facility interior, and other tangibles of your chosen case company.
Explaining where the potential service failure points are located, how they could be designed out of the process, and what service recovery procedures could be introduced to deal with service failures?

(25 marks)
 
 
 
 
 
 
 
 
 

Appling SERVQUAL framework to your chosen case company and,

Advise how your chosen case company can reduce Gap 1, 2, 3 & 4, in order to increase the service quality.
Based on your discussions above, evaluate the branding strategies of your chosen case company and provide recommendations to help your chosen case company to maintain competitive advantages in the sector.

(35 marks)
 
 
 
 
 
 
 
 
 
 

 
Feedback grading: <40 Poor; 40-49 Basic; 50-59 Good; 60-69 Very Good; 70+ Excellent   Mark / General comments:       Tutor:   Chris Dunn                                                       Date:

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