The purpose of this assessment is to provide you the opportunity to develop and analyse a service product by applying your understanding of two key concepts from Services Marketing: the augmented product concept and flower of service model. In this assessment, you are expected to select a specific service product and develop an augmented service product diagram and a flower of service diagram for that service product to demonstrate a sound understanding of the two the concepts and how these two concepts can interact to improve the overall service experience.
This task provides you with opportunities to develop your understanding of the nature of service and service consumers in order to develop the right service product (GLO1 & ULO1) and to use the theory to analyse your service product and make relevant recommendations to achieve superior overall service experience (GLO2 & ULO2; GLO3 & ULO3; GLO4 &ULO4). This assignment provides you with the skills required in the study and practice of marketing management and strategies in service organisations. By completing this task, you will develop your skills in researching, understanding, applying, evaluating, and presenting information required of business professionals.
supplementary services that accompany your service product. For example, Starbucks
provides a social space for customers to enjoy their coffee, food, etc. Additionally, Starbucks’ supplementary services may include food and beverage service, merchandise sales, etc.
The final mark allocated will be based on the criteria outlined in the Assignment Rubric (see Assessment folder in CloudDeakin). Please note that this assignment will be marked out of 100 and then re-scaled to 20.
Structure your answer around the assessment criteria outlined in the Assignment One Rubric (Assessment Resources/Assignment One/Assignment One Rubric). Should you wish to attach any additional information to your assignment (e.g., a brochure), label this information Appendix 1, Appendix 2, Appendix 3, etc., and give each appendix a title (e.g., Appendix 1: UberEats Online Brochure). Each appendix must be referred to by number in the body of your report and described briefly. You are NOT required to include a contents page, executive summary, or conclusion. Please include a reference list.
A minimum of five 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, information on which can be accessed at the following web site (http://www.deakin.edu.au/students/study- support/referencing/harvard).
A blend of relevant service marketing theory and practical advice for management is required to score a high mark for this assignment.
With regard to the text used in your paper, please use a standard font (such as Times New Roman or Arial Narrow), at 12-point, with 1.5 minimum spacing between lines, to enhance the legibility for the marker.
Your report should comprise 1,000 words. The reference list and appendices do not include in this word limit. The following penalties apply to reports in excess of the word limit:
This task allows you to demonstrate your achievement towards the Unit Learning Outcomes (ULOs) which have been aligned to the Deakin Graduate Learning Outcomes (GLOs). Deakin GLOs describe the knowledge and capabilities graduates acquire and can demonstrate on completion of their course. This assessment task is an important tool in determining your achievement of the ULOs. If you do not demonstrate achievement of the ULOs you will not be successful in this unit. You are advised to familiarise yourself with these ULOs and GLOs as they will inform you on what you are expected to demonstrate for successful completion of this unit.