Service management & marketing | Management and marketing

  SERVICE MANAGEMENT ASSIGNMENT:

For the purposes of this assignment, you will develop your own Individual Service Design Project! 

1. Please explain in detail the service concept (purpose of the service;  please define target market and customer experience) and service specifications (performance specifications design specifications delivery specifications); 

(PPT slides: week 4)

Word count: 400 words 

2. Please create the service blueprint and customer journey map for your chosen service design. 

Remember:

A service blueprint is a diagram that visualizes the relationships between different service components — people, props (physical or digital evidence), and processes — that are directly tied to touchpoints in a specific customer journey. Nielsen Norman Group, week 4 Article 

The customer’s journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service. This includes all the different touchpoints customers use to interact with a product / service. (week 5 slides)

A customer journey map is a diagram or several diagrams that depict the stages customers go through when interacting with a company (week 5 sldes).

3. Please discuss the available media channels you utilise to create meaningful touchpoints with your targetted customers throughout their journey and explain in their significance in the service experience you design for them (400 words).

4. Please summarize the strategic importance of your Service Design in gaining competitive advantage. What types of service encounters are most prevalent in your service design? (400 words).

 REQUIREMENTS 

This assignment should answered entirely on one single Word.docx document of 3 to 4 pages (not including the cover or title page, table of contents, bibliography or appendix).

Structure of the Assignment

1. Cover page: The first page must contain the full name of the student, the logo of the school as well as the name of the course and the name of the professor.

2. Main answers clearly numbered and,

– Use sub-headings as you see fit.

– Use figures, tables, etc. as you see fit.

3. Bibliography: You should use the Harvard Referencing System. 

4. Appendix (if needed)

Assessment Criteria.

Credit will be given for evidence of:

• Library/Internet based research. Try to use a mixture of resources – books, articles as well as the internet.

• Understanding of the issues raised by the question.

• Concise and clear presentation. Acknowledge any quotes, ideas or arguments that are not your own using the Harvard system. Include a list of references.

• Originality and a critical and questioning approach. It is important to be objective and to support statements with evidence.

• A logical structure and well-argued conclusion

Marking weight: 40%

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MARKETING ASSIGNMENT:

Students to read the case study “Coca-Cola: Move to the Beat” and answer in groups the four following questions:

1. Based on the information provided in the case study and your own research, provide your own explanation of why mobile marketing has become so significant for brands. Please provide two further brand examples of successful mobile marketing campaigns. 

2. According to the case study and your own research of Coca Cola’s: Move to the Beat campaign, what were the advantages and challenges of the campaign worldwide? Why would you say a localization approach was necessary in the execution of the campaign? 

3. Please watch the following video on the Coca Cola Move to the Beat campaign (https://www.mmaglobal.com/case-study-hub/case_studies/view/27061) and analyse the core Coca Cola brand values reflected on the campaign. How are they used to create emotional connections with the young Coca Cola audience? Please use the relationship marketing concept to answer this question 

4. What is the positioning and brand management strategy of Coca-Cola globally? Please read the following Harvard Business Review article “A Better Way to Map Brand Strategy” (https://hbr.org/2015/06/a-better-way-to-map-brand-strategy) to discuss how Coca Cola is the type of brand that shapes category dynamics such as consumer preferences, pricing, and the pace and direction of innovation 

Assignment Guidelines 

· Please use evidence from the case study as well as evidence from your own research and study.

· Credit will be given for evidence of:

· Library/Internet based research. Try to use a mixture of resources – books, articles as well as the internet.

· Evidence/analytical frameworks should be provided in tables on top of the main body analysis.

· Understanding of the issues raised by the questions.

· Concise and clear presentation. Acknowledge any quotes, ideas or arguments that are not your own using the Harvard system.

· Include a list of references.

· Originality and a critical and questioning approach. It is important to be objective and to support statements with evidence.

· A logical structure and well-argued conclusion.

· As well as with per everything else mentioned in the Rubrics.

Assessment Criteria.

Credit will be given for evidence of:

• Library/Internet based research. Try to use a mixture of resources – books, articles as well as the internet.

• Understanding of the issues raised by the question.

• Concise and clear presentation. Acknowledge any quotes, ideas or arguments that are not your own using the Harvard system. Include a list of references.

• Originality and a critical and questioning approach. It is important to be objective and to support statements with evidence.

• A logical structure and well-argued conclusion