Word count: 3,000 words maximum: approximately, executive summary 300 words; introduction500 words including introduction to MDX OR your chosen company, main body 1,900 words (analysis 900 words, proposal 1,000 words), conclusion 300 words. These are inclusive of in text references. Anything you wish not to be included within the 3,000 words should be in the appendix. Therefore, if you include tables and figures in the text, these will count towards the 3,000 words.
The essay to be submitted should have a clear structure and be of the following format:
- Evidence of reading is important and therefore sources must be correctly cited and fully referenced in Harvard style.
Assessment: Individual Report Marking Criteria (fill in your student number and attach this to the front of your Individual Report if you are not using the format provided in the UniHub).
Student No: ______________________
Critical analysis and evaluation of 7Ps adopted by Emirates Airlines and link to the appropriate theory
Appropriateness, practicality, and depth of the proposal
Evidence of academic reading beyondmodule material and core textbook
Use of supporting data/evidence/contemporary examples
Use of supporting data/evidence/contemporary examples
Integrity of sources
Harvard Referencing
Executive summary (300 words)
This section is not an introduction. An executive summary is a summary of the whole reportso that here, you have the introduction, Emirates Airlines background, findings, recommendationand the conclusion. Please be brief and concise.Write this after you finish your report.
Introduction (500 words including a short introduction to Emirates Airlines OR your chosen company with the website address)
Introduce your report as to what you are going to write, and introduce Emirates Airlines OR your chosen company in terms of the followings:
1. Four categories of service wks1-2 (choose the one that Emirates OR your chosen company belong to)
- People processing
- Possession processing
- Mental stimulus processing
- Information processing
2. Marketing challenges related to characteristics of services wks1-2(discuss those specifically related to Emirates OR your chosen company)
- Intangibility/lack of ownership
- Heterogeneity/variability
- Inseparability/simultaneity
- Perishability
3. Service attribute wk2(choose the one that Emirates OR your chosen company belong to)
- Search attributes
- Experience attributes
- Credence attribute
4. Moment of truth/service encounter wk2(choose the one that Emirates OR your chosen company belong to)
- Technology free service encounter
- Technology assisted service encounter
- Technology facilitated service encounter
- Technology mediated service encounter
- Technology generated service encounter
5. segmentation, targeting and positioning wk2(discuss those specifically related to Emirates OR your chosen company)
- How markets are segmented
- Common characteristics of customers
- Positioning in the market
WK No. refers to the teaching week in which the topic will be covered.
Analysis of marketing tactics (900 words)
No need to provide references in the analysis. Alltheories and concepts: you do not need to explain what they mean. References in analysis will not count toward to the mark, but will count toward to the word count of 3,000 words.
Analyse Emirates OR your chosen company (be critical, and clearly point out what the problems are)in terms of the followings:
6. Product wk4
- Core service
- Enhancing supplementary services
- Facilitating supplementary services
For example, what they offer is as good as or better/worse than the competitors, and is what customers want? If not, why not?
7. Place – Distribution wk4
- Physical vs. online distribution
For example, how suitable the distribution to the rest of marketing tactics? How is the distribution coverage, e.g., geography, and no. of customers?
8. Pricing strategy wk5
- Cost, competition, value-based pricing
- Fences
- Customer value perception
- Associated/related monetary cost
- Non-monetary cost
For example, which pricing strategy adopted? Is the adopted strategy suitable for the target market, and align with the rest of the marketing tactics?
9. Promotion wk5
- Problems of Intangibility
- Promotional mix
- Strategies to stimulate positive WOM
- Educating customers
For example, has the suitable promotion adopted? Is the adopted promotion suitable for the target market, and align with the rest of the marketing tactics?
10. Service Process wk6
- Blueprint(if any, supply in Appendix)
- Customer participation, SSTs
For example, is the process failure free? Has any part of the process require customer participation/SSTs? How many possible failure points can you identify in the process?
11. Physical environment wk6
- Exterior
- Interior
- Ambient
- Spatial layout
For example, has physical environment tangibilised intangible? If not, why not? Hasthe four main purposes of service environments (as known as servicecape) been fulfilled in Dr Beckett dental service?
12. HRM wk7
- Recruitment & selection
- Training
- Empowerment
- Teamwork
- Performance appraisals & reward
- Communication
For example, is service teams successful? Is employee empowerment necessary? What are the advantages and disadvantages of employee empowerem? How wellHRM supportsthe marketing tactics? Does Gap 3 contribute to Gap 5?
13. Quality and productivity wk8
- Gap model
- Underlying causes & improvement
- Productivity improvement strategies
For example, how perceived quality and customer satisfaction are measured at the moment? Are those measurements adequate?
14. Demand and capacity wk8
- Capacity constrains
- Adjust capacity to match demand
- Adjust demand to match capacity
For example, how do they manage productivity at the moment? Demand and capacity: how well do they handle the number of customers they have?
No of wk refers to the teaching week in which the topic will be covered.
You can focus on all of the topic above, or can concentrate on 7Ps in the MKT3014 lectures with more in-depth analysis.
Proposals(1,000 words)
Supply as many references as you can to support your recommendations. When your recommendations are supported by reliable sources (academic and/or commercial), they will count towards the mark.
References to other publications in your text should be written as follows:
- Single author: (Adams, 2006)
- Two authors: (Adams and Brown, 2006)
- Three or more authors: (Adams et al., 2006)
There is no limit for the number of recommendations, but it should match the analysis. For example: If you did not analyse non-monetary costs such as time cost, physical cost, psychological cost and sensory in the previous section, but have recommendations for these aspects in the proposal, then you do not get full mark.
Product
Place – Distribution
Pricing strategy
Promotion
Service Process
Physical environment
HRM
Quality and productivity
Demand and capacity
Conclusion (300 words)
Summarise what you have written. Do not introduce new ideas here.
Appendix(ces) if any (do not count towards the word count of max. of 3,000 words)
Supply a blueprint if you wish, but make sure that you discuss it in the analysis and proposal sections.
References (do not count towards the word count of max. of 3,000 words)
Please make sure all references are credible.
Also please.
Also please adopt Harvard systemand supply a reference list in alphabetical order using the style guidelines below. Where a DOI is available, this should be included at the end of the reference.If not sure, check here https://www.citethemrightonline.com/.
For books
Surname, initials (year),title of book, publisher, place of publication.
e.g. Harrow, R. (2005), No Place to Hide, Simon & Schuster, New York, NY.
For book chapters
Surname, initials (year), “chapter title”, editor’s surname, initials(Ed.),title of book, publisher, place of publication, page numbers.
e.g. Calabrese, F.A. (2005), “The early pathways: theory to practice – a continuum”, Stankosky, M. (Ed.),Creating the Discipline of Knowledge Management, Elsevier, New York, NY, pp.15-20.
For journals
Surname, initials (year), “title of article”,journal name, volume issue, page numbers.
e.g. Capizzi, M.T. and Ferguson, R. (2005), “Loyalty trends for the twenty-first century”,Journal of Consumer Marketing, Vol. 22 No. 2, pp.72-80.
For publishedconference proceedings
Surname, initials (year of publication), “title of paper”, in editor’s surname, initials (Ed.),title of published proceeding which may include place and date(s) held, publisher, place of publication, page numbers.
e.g. Wilde, S. and Cox, C. (2008), “Principal factors contributing to the competitiveness of tourism destinations at varying stages of development”, in Richardson, S., Fredline, L., Patiar A., &Ternel, M. (Ed.s), CAUTHE 2008: Where the ‘bloody hell’ are we?, Griffith University, Gold Coast, Qld, pp.115-118.
For unpublishedconference proceedings
Surname, initials (year), “title of paper”, paper presented at [name of conference], [date of conference], [place of conference], available at: URL if freely available on the internet (accessed date).
e.g. Aumueller, D. (2005), “Semantic authoring and retrieval within a wiki”, paper presented at the European Semantic Web Conference (ESWC), 29 May-1 June, Heraklion, Crete, available at:http://dbs.uni-leipzig.de/file/aumueller05wiksar.pdf(accessed 20 February 2007).
For working papers
Surname, initials (year), “title of article”, working paper [number if available], institution or organization, place of organization, date.
e.g.Moizer, P. (2003), “How published academic research can inform policy decisions: the case of mandatory rotation of audit appointments”, working paper, Leeds University Business School, University of Leeds, Leeds, 28 March.
For encyclopaedia entries(with no author or editor)
Title of encyclopaedia(year), “title of entry”, volume, edition, title of encyclopaedia, publisher, place of publication, page numbers.
e.g.Encyclopaedia Britannica(1926), “Psychology of culture contact”, Vol. 1, 13th ed., Encyclopaedia Britannica, London and New York, NY, pp.765-771.
(for authored entries, please refer to book chapter guidelines above)
For newspaperarticles (authored)
Surname, initials (year), “article title”,newspaper, date, page numbers.
e.g. Smith, A. (2008), “Money for old rope”,Daily News, 21 January, pp.1, 3-4.
For newspaperarticles (non-authored)
Newspaper(year), “article title”, date, page numbers.
e.g.Daily News(2008), “Small change”, 2 February, p.7.
For archival or other unpublished sources
Surname, initials (year), “title of document”, unpublished manuscript, collection name, inventory record, name of archive, location of archive.
e.g.Litman, S. (1902), “Mechanism & Technique of Commerce”, unpublished manuscript, Simon Litman Papers, Record series 9/5/29 Box 3, University of Illinois Archives, Urbana-Champaign, IL.
For electronic sources
If available online, the full URL should be supplied at the end of the reference, as well as the date that the resource was accessed.
Surname, initials (year), “title of electronic source”, available at: persistent URL (accessed date month year).
e.g.Weida, S. and Stolley, K. (2013), “Developing strong thesis statements”, available at: https://owl.english.purdue.edu/owl/resource/588/1/ (accessed 20 June 2018)
Standalone URLs, i.e. those without an author or date, should be included either inside parentheses within the main text, or preferably set as a note (Roman numeral within square brackets within text followed by the full URL address at the end of the paper).
For data
Surname, initials (year),title of dataset, name of data repository, available at: persistent URL, (accessed date month year).
e.g. Campbell, A. and Kahn, R.L. (2015),American National Election Study, 1948, ICPSR07218-v4, Inter-university Consortium for Political and Social Research (distributor), Ann Arbor, MI, available at:https://doi.org/10.3886/ICPSR07218.v4 (accessed 20 June 2018)
(I have copied a relevant section from the Author Guidelines from IJCHM website)
0 comments