You are a marketing consultant and are tasked with conducting a Services marketing strategic

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Subject Code: MKT203
Subject Name: Services Marketing
Assessment Title: Group Presentation
Weighting: 30%
Total Marks: 30
Length 15 minutes plus 5 minutes questions (10-12 slides)
Due Date: Week 10 (PPT to be uploaded on turnitin in PDF format in the same
week of presentation)
Description:
.
You are a marketing consultant and are tasked with conducting a Services marketing strategic
analysis of a service of your choice.
Your group can choose any possible service client of their choice. This must be different than the
organization chosen in assessment-1. Some examples include retail services, professional services,
financial services, Tourism and hospitality services, and health services (Maximum 4 members
depending on class size).
 Select a service business and define the elements of the service using the service hierarchy
(core, facilitating and supplementary)
 Describe your service business using intangibility, perishability, simultaneity and heterogeneity
 Conduct an in-depth investigation and analysis of the organisation’s current service marketing
mix and the 7 Ps of services and provide analysis of existing strategies. Ensure you apply
Services Marketing theory and concepts learnt in class.
Provide appropriate services marketing recommendations for improvement and propose new
service marketing mix strategies
 You must ensure you offer coverage of every P of services and ensure you are conducting your
analysis on a service client and NOT A PRODUCT.
Some important considerations
 No more than 20 minutes with a 10-15-minute presentation and 5-10 min Q & A.
 Visual content of slides & multimedia content is expected
 All group members must present and be involved
 Suggested number of slides max 10-12 to be handed in at time of presentation as well as uploaded on
turnitin on the same week of presentation.
 No shows will receive a zero mark.
 Presentations will only be re-scheduled under extreme circumstances and special consideration cases
must be advised prior to the day of the presentation, otherwise a zero mark will be recorded.
 A minimum of 10 in-text references will be required.
 A reference list at the end of the report and PPT also required.
 Power point slides or wiki references are not considered credible references.
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.
Tips for Working in groups:
Group assessments are a great tool for learning and are used in top universities around the world. Some of the
major benefits of group assessments are as follows:
 Promotes communication skills.
 Promotes and rewards teamwork and collaboration.
 Promotes project management skills and interdependence.
 Emphasizes the need for accountability.
 Becoming work ready.
 For a number of reasons group work may not work well. If this happen within your group, you should
raise this issue with your Lecturer as early as possible so that steps may be taken to resolve the issue or
issues. Please note students may not pass a group assessment if there is insufficient contribution.
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further
reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86
098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Presentation Rubric
Criteria Fail Pass Credit Distinction High Dist’n
CONTENT / RESEARCH
Understanding of the
project
Key points left out. No grasp of issues that
faced the client. Over reliance on notes.
Includes some issues but analysis
glossed over. Team seemed
uncomfortable to go beyond key facts.
Includes all issues, analysis and
recommendations but with little
elaboration. Not integrated with theory or
are not justified.
Builds convincing argument
showing how key issues, analysis
and recommendations are integrated
together.
Builds convincing argument
showing how all key points are
integrated together. Uses examples
to elaborate the key points and
theory.
Introduction /
Conclusion
Introduction missing or underdeveloped.
Audience has no idea what the
presentation will be or was about. No
conclusion. Presentation just finishes.
Limited clarity of purpose / overview.
Highlights key issues but
interpretation of these. Conclusion
weak. Doesn’t tie in with what was
introduced.
Provides purpose for presentation,
highlights and interprets key issues to be
addressed but recommendation but not
integrated.
As for level below plus shows
consistency between marketing
problem identification and final
recommendations well established.
Engaging conclusion clearly sums
up presentation and relates back to
the introduction.
Evidence of analysis No references to any sources.
Suggestions/recommendations just seem
appear.
Steps used in analysis shown but little
justification why or how these are
used to develop recommendations.
Background research and analysis of this is
clearly identifiable. Steps used are shown
and some rationale for the development of
recommendations provided.
Evidence of extensive research and
analysis: journals, prescribed text,
other books, verified websites,
primary research. Used references
to justify analysis
As for level below plus able to use
references to back up claims and
recommendations made.
Recommendations clear come from
the analysis of the project.
Recommendations Recommendations missing Recommendations very general in
nature – client would not be able to
implement them without doing further
analysis.
Recommendations given in a way that they
could be implemented but no justification
given or benefits explained to the client
Recommendations are logical and
feasible. Timelines and
justifications for these provided.
Ties in with the clients brief.
Recommendations can easily be
implemented. Timelines,
responsibilities and costs provided.
STRUCTURE
Organisation No structure to the presentation. Audience
cannot follow sequence. No introduction
or conclusion. Apparent that group is not
working well together. Group members
missing (without valid reason) or not
contributing.
Ideas not focused. Audience may have
difficulty following argument. Main
points difficult to identify. No
transition between key points.
Awkward transition between
speakers. Presentation appears to be
done by individuals rather than group.
Main ideas presented in logical manner.
Flow of presentation may be awkward.
Group members demonstrate that they
have worked on presentation as a whole.
All group members take equal share in
presentation.
Main ideas presented in logical
manner. Flow of presentation
smooth between speakers. Shows
that the group has worked
collaboratively
Ideas clearly organised so audience
can follow easily. The purpose of
the presentation is clear in all
stages. Seamless transition between
speakers.
Question and Answers No questions to audience. No attempt to
involve the client. Cannot answer
questions about the project or
recommendations from the client.
Attempts to involve client but only
with standard or set questions. Avoids
giving clear answers to questions or is
uncomfortable about answering
questions related to the project.
Involves client in question and answer
session but fails to generate discussion on
the issues. Able to answer questions about
the project but is unable to elaborate on
answers.
Encourages and involves client in
discussion. Gets client thinking
about the issues and generates
feedback from the client.
Actively involves client in
presentation. Able to answer
questions with full explanations and
elaboration. Shows full knowledge
of issues facing the client.
DELIVERY
Use of visual aids Presents content with no PowerPoint or
overhead slides.
Group uses graphics but are not
supported by text or presentation.
Text is too dense – too much info on
slide. Differing styles with differing
speakers.
Group uses graphics but often differs from
verbal presentation. Not summarised so
presenters end up reading off board.
Differing styles with differing speakers.
Text clearly summarises the key
points. Graphics and text do not
distract attention from the speaker
or content. Use of visual aids
consistent across entire
presentation.
Graphics and text well integrated
into presentation. Text is
appropriate for the content and
room size. Visual presentation
complements rather than dominates
presentation
Non-verbal & Verbal
delivery
Does not attempt to look at audience at all,
reads notes the entire time. Distracting
gestures (fidgeting) while presenting or
waiting to present Excessive use of filler
words (e.g. um, er, ah, like). Use of
offensive language. Use of slang.
Only focuses attention to one
particular part of the audience does
not scan audience. Voice is low.
Constantly talks to the board not the
audience. Some use of filler words.
Audience members have difficulty
hearing presentation.
Occasionally looks at audience during
presentation Voice is generally clear.
Generally speaks directly to audience.
Some reading off the board. Some group
members difficult to understand because of
rushed speech.
Generally presenter looks at
audience during presentation.
Shows expression consistent with
presentation. Uses gestures to point
out or highlight presentation
materials All voices are clear. Little
use of filler words. Acts in a
professional manner
Constantly looks at audience.
Shows enthusiasm for their own
work and how this will help the
client. All group members use a
clear voice and correct, precise
pronunciation of terms so that all
audience members can hear
presentation. Acts in a very
professional manner.