Strategic Service Design: Overcoming Marketing Challenges Through the Unique Characteristics of Services

Hello,

• This is an MBA course called Strategic Marketing and I want the best high quality for this paper as it worth 100 % of the marks in this course. 

• Word count: 1600 – 1650 words (Excluding References and graphs).

• References: Minimum 12 References (Harvard Referencing Style).

• References: Harvard Style

• I have uploaded also the slides of the course just to give you an idea about it.

• Please don’t waste the word count on unnecessary things or unimportant information.

• Please do not use or mention the following companies in the paper as they were already used in the class (Gucci, Starbucks, McDonald’s, Vit-Hit, any other company mentioned in the slides)

• It’s highly recommended to use at least 3 the Theories mentioned in the slides.

• Please use the Theories mentioned in the slides, and avoid using any Theories that is not mentioned in the slides.

• The topic is in the next page (its Copy and Paste as it is provided by the instructor).

• The answer for each one the tasks should have a reasonable number of words to explain the answers clearly and very well. Don’t write a short answer for one task and consume a lot of words on the other tasks, as each answer should be sufficient, well written, and satisfying to explain the answer of that task in a great way.

• Write a short introduction and conclusion for the essay.

Instructions for Individual Assignment 1

1. What are the distinguishing characteristics of services? 
2. What challenges might they create for marketing strategy? 
3. How can service organisations effectively meet these challenges via the elements of service design? 
4. Illustrate your answer throughout with real world examples.

IMPORTANT: Do not include organisations that were used as working case-studies during the delivery week workshops as you MUST be supplemented by examples.

Assessment criteria: You will be assessed on theoretical knowledge and understanding, application of theory to/in the specified context, critical thinking and argument, independent research and reading, structure, presentation and clarity of communication.

– In addition to relevant content from the core text book (West et al.,2015; see table above), you MUST show evidence of reading, understanding and applying knowledge from at least TWO of the following articles (you may choose which two).

• Darmawan, D. and Grenier, E., 2021. Competitive Advantage and Service Marketing Mix. Journal of Social Science Studies (JOS3), 1(2), pp.75-80.
• Lovelock, C. and Gummesson, E., 2004. Whither services marketing? In search of a new paradigm and fresh perspectives. Journal of service research, 7(1), pp.20-41.
• Vargo, S.L. and Lusch, R.F., 2004. The four service marketing myths: remnants of a goods-based, manufacturing model. Journal of service research, 6(4), pp.324-335.
• Wirtz, J., Holmqvist, J. and Fritze, M.P., 2020. Luxury services. Journal of Service Management, 31(4), pp.665-691.
• Zeithaml, V.A., Parasuraman, A. and Berry, L.L., 1985. Problems and strategies in services marketing. Journal of marketing, 49(2), pp.33-46.

Do ..

• Respond to the set task as specifically as possible (be very clear about what you are being asked to consider and write about.
• Apply theory and concepts from this course (i.e. those you have learned about in the video lectures, core reading and workshops) to structure and inform your analyses, explanations and examples.
• Cite the sources of these concepts, models and frameworks clearly, consistently and in Harvard style
• Support all of your claims, assumptions, assertions and arguments with evidence/information.
• Cite the sources of these concepts, models and frameworks clearly, consistently and in Harvard style
• Showcase what you have learned on this particular course.

Don’t ..

• Just write everything you know about strategic marketing, without clearly addressing the specific requirements of the set task.
• Describe marketing practice without any reference to theory, concepts, models and frameworks 
• Make broad, general assumptions, assertions and arguments without providing any evidence/information in support of them
• Introduce theory or evidence/information without citing the sources of this (using Harvard style)