Description
University of Glasgow
Adam Smith Business School
Coursework Briefing 2024/25 (individual, written)
Course Code : MGT5228
Course Title : International Services Marketing
Couse Coordinator : Dr Kalliopi Chatzipanagiotou
Coursework format : Individual Assignment
Weighting : 100%
Word limit : 3,500 words (+/- 10%)
Submission date : Monday, 24 February 2025, 12noon
Assignment task
Choose two service companies with a different level of customers’ contact with the service operation (high-contact system vs low-contact system).
Critically analyse and compare these two companies regarding the following issues:
- a) Customers’ profiles and their service expectations
- b) The critical components of service quality for each of these two companies
- c) The rationale of each company’s marketing mix (7Ps) decisions, with particular emphasis on the 3Ps of services (People, Processes, Physical Evidence).
Finally, based on your analysis, suggest how these companies can further improve their services.
Further details
For details and guidelines, watch the relevant video.
Intended Learning Outcomes being assessed
1) Understand and explain the unique characteristics of services and the challenges in managing and delivering services.
2) Illustrate an understanding regarding the customers’ needs, expectations, and perceptions of services
3) Measure and effectively deliver service quality in different contexts to increase customer satisfaction and loyalty
4) Identify and analyse the components of the extended Marketing Mix (7Ps) of services[1]including the elements of processes, people, and physical evidence
5) Explain, design, and improve service systems using service blueprints
6) Use the ‘servicescape’ concept effectively to design the physical evidence of a service system
7) Apply the appropriate tools to design and develop effective customer-oriented services marketing strategies and tactics
8) Critique the influences of the international marketplace on services marketing
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