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Assignment 1 (50%) 1500 words
Write an essay of no more than 1500 words in resp
Assignment 1 (50%) 1500 words
Write an essay of no more than 1500 words in response to the following:
Assignment 1
What are the distinguishing characteristics of services?
What challenges might they create for marketing strategy?
How can service organisations effectively meet these challenges via the elements of service design?
Illustrate your answer throughout with real world examples.
IMPORTANT: You can include organisations that were used as working case-studies during the
delivery week workshops but these MUST be supplemented by other examples that were not.
– 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.
– Word Count: Max 1500 Words (everything is included in the word count, except title page, contents and
– reference list; appendices are not permitted and will not be marked)
– Font: Calabri 11 point
– Spacing: Single line
– References: Harvard Style
In additional to the essential from the core text book (West et al.,2015; see table above), it is
strongly recommended that you read the following articles to develop a detailed and critically
informed essay in response to this assignment.
In addition to relevant content from the core textbook (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. Journalof Social Science Studies (JOS3), 1(2), pp.75-80.
• Lovelock, C. and Gummesson, E., 2004. Whither services marketing? In search of a newparadigm 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 ServiceManagement, 31(4), pp.665-691.
• Zeithaml, V.A., Parasuraman, A. and Berry, L.L., 1985. Problems and strategies in servicesmarketing. Journal of marketing, 49(2), pp.33-46.
Further Reading
• Lee, H., Lee, Y. and Yoo, D., 2000. The determinants of perceived service quality and its relationship with satisfaction. Journal of services marketing, 14(3), pp.217-231
Course Text:
West, D. C., Ford, J., & Ibrahim, E. (2015). Strategic marketing: creating competitive advantage. Oxford University Press, USA
Main topics (with associated reading from course text)
Reading for each topic (core texts)
Topic : West et al. (2015)
• Introduction to strategic marketing Chapters 1 & 2
• Analysing the marketing environment Chapter 3
• Consumer behaviour n/a (reading will be provided via My Aberdeen)
• Segmentation, targeting and positioning Chapter 4 and 5
• Brands & branding Chapter 6
• Marketing mix decisions and strategies Chapter 8, 10 & 11
• Services marketing Chapter 9
• Relationship Marketing Chapter 7
Writing instruction:
• Refer to Workshop 4
• Add example about companies that help the customer.
• (Examples can be mini story or case study or can be illustration of 3 or 4 companies
• Characteristics
• Explain 2 example deeply from the articles to show Broader understanding of the concepts.
• And also with each example shall we illustrate each services.
• He mentioned to emphasize more on last question.
• Examples used in class: Qatar Airways, Delivero, Macdonalds, starbucks, marriot hotels
• I’m from Qatar and I’m not native English speaker
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