Emmy’s and Maddy’s First Service Encounter

Marketing Services (UMKD6R-15-3)

Individual, Assessed Coursework

2014/15

Submission Details

• The assignment word-count is 2,000-2,500 (2,500 is the absolute maximum, beyond which nothing will be read or marked).
• This word-count includes everything in the main body of the text (e.g. headings, tables, citations, quotations).
• It excludes title page, contents, appendices, and references. An abstract or executive summary is NOT required. Please note that appendices must be used appropriately. Important information should be included in the main body of the text. Appendices should not be used as a means of ‘extending’ the word count.
• You must include a reference list, with all cited sources (bibliography not required). Citations and references should conform to Harvard convention. If you wish to cite the case study itself, the citation is Hoffman (1996) and you will find the full reference at the start of the case study.

• The submission deadline is 2.00 pm on Wednesday 11th March 2015. Submission is electronic via Blackboard. The submitted coursework must be a Microsoft Word file with a .doc or .docx file extension. Remember, if it cannot be read, it cannot be marked.   

• Please note that the submission deadline is absolute, and based on UWE server time. You are strongly advised to submit work ahead of the deadline date and time, to avoid the risk of penalties being incurred for late submission. If penalties are imposed, it will result in late work submissions being capped or not accepted for marking. Please see the section at the end of this document for more information on Blackboard submission.
• The contribution of this coursework to the overall module grade is 50%

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Learning Outcomes

The purpose of the case study-based assignment is to enable you to demonstrate your awareness and understanding of services marketing issues, through the material covered in the module and your own reading. Specific learning outcomes that will be tested are as follows:

• Demonstrate an understanding of the distinctive nature of services (versus physical goods) and the implications of service characteristics for marketers
• Demonstrate an understanding of the importance of people (employees and customers), the service delivery system, and the physical environment to the service encounter
• Demonstrate an understanding of the management and evaluation of service quality and satisfaction
• Demonstrate the ability to apply theoretical and conceptual knowledge to solve marketing problems and exploit marketing opportunities
• Demonstrate the ability to analyse and synthesise information, evaluate options, and make fully-supported and well-presented marketing recommendations, using appropriate theory and concepts

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Assignment Questions

This assignment requires you to answer questions in relation to the case study below:  ‘Emmy’s and Maddy’s First Service Encounter’.

Question 1: Using relevant services marketing theory, analyse and evaluate the service encounter experienced by the Hoffman family, from their first interaction with the hospital to their departure nine weeks later. (50 marks)

Question 2: How might hospital management improve service quality and satisfaction for patients in future service encounters? (45 marks)

A maximum of 5 marks will be given for grammar, spelling, writing skills, referencing, and overall presentation

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General Marking Criteria

• Addresses all the questions clearly and comprehensively
• Provides sufficient detail and clarity in the response
• Demonstrates an analytical and evaluative approach to the material in the case study
• Applies relevant theory to support analysis and recommendations
• Maintains consistency between analysis and recommendations
• Provides convincing justifications for decisions
• Demonstrates attention to presentation, spelling, grammar, writing style, and referencing

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Assessment Guidelines for each Classification Level

Fail (less than 40%)

These submissions will indicate very little learning from the module, characterised by much of the following:

• Inability to address the questions in the brief
• Largely repeats/paraphrases the case material without demonstrating sufficient analysis or evaluation
• Points made are largely unjustified, unsubstantiated, and superficial
• Arguments are unclear, imprecise, and inconsistent
• Little or no indication that student is aware of, and can use, module material
• Sources, if used at all, are generally not attributed or referenced correctly
• The quality of presentation is poor and may be over, or well under, the word count

Pass (40-49%)

These submissions will indicate adequate, but limited learning, from the module, characterised by much of the following:

• Addresses the questions in the brief, but coverage may be superficial in some parts and/or with some tasks omitted
• Some evidence of material in the case being distilled and integrated into the report, but with some of the finer points being missed
• While points may be generally accurate, likely to be overly descriptive and weak in terms of justification
• Arguments may generally be clear but characterised by inconsistency and a lack of insight
• Limited and/or some inappropriate use of module theory
• A limited number of sources used, but few in number and not always correctly cited or referenced
• The quality of presentation is adequate but may contain significant errors in grammar, spelling and format

2:2 (50-59%)

These submissions will be of an average quality, demonstrating a reasonable degree of learning but no outstanding areas. They may be characterised by much of the following:

• Addresses the questions in the brief, but coverage may be patchy in some parts, over-emphasising some parts to the detriment of others
• Evidence of material in the case being distilled and integrated into the report, with an understanding of relevant material
• Points made will be accurate, but with a tendency still to be descriptive or lacking justification in places
• Arguments will be clear and will demonstrate some insight into theoretical issues
• Some use of theory and concepts, but occasional difficulty in appropriate application
• Evidence of reading from core text and a limited number of articles, with generally appropriate citation and referencing
• Reasonable presentation with only limited grammar, spelling and format weaknesses

2:1 (60-69%)

These submissions will be of above average quality, demonstrating a good degree of learning throughout the report. They may be characterised by much of the following: