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Assessment Task
The purpose of this form of assessment is to encourage you to take more responsibility for your own learning. It provides a structure to record work on the topics covered based on face-to-face workshops, e-tivities and additional reading and research.
You are required to maintain a portfolio throughout Units 1-4 that provides evidence of
• understanding the key concepts and frameworks
• the ability to apply these concepts and frameworks correctly to real life situations
• independent study including additional research and reading around the topics
For the final AS1 portfolio deadline, you are required to submit through Turn it in a total of four portfolio tasks as one Word document or PDF.
An AS1 Portfolio Task will be set at the end of Unit 1, Unit 2, Unit 3 and Unit 4. Each of the four Portfolio Tasks can be found in the ‘Assessment information’ area of the MKT2046 NILE site.
Each portfolio entry should be approximately 500 – 750 words (+/- 10%).
Word Limits
The word limit for this assignment is 500-750 words per task.Where the submission exceeds the stipulated word limit by more than 10%, the submission will only be marked up to and including the additional 10%. Anything over this will not be included in the final grade for the assessment item. Abstracts, bibliographies, reference lists, appendices and footnotes are excluded from any word limit requirements.
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Defining Problem
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Assessment Learning Outcomes
Your assessment will be marked according to the extent to which you have met the learning outcomes described below. You should therefore endeavour in your assignment to meet these outcomes as fully as you can.
Unit 3Portfolio Entry Task
Choose two service providers from the same category (eg. Both hairdressers; both coffee shops; both clothing shops; both mobile phone shops; both dentists) that have both a physical premises and an online website. Compare your two service providers by answering the following questions. Remember you should be using the theoretical models covered in Unit 3 and additional academic reading (eg. service marketing textbooks and journal articles) to support your points.
1) Analysing the physical premises for your two service providers Use the servuction system to analyse both the outside and inside of each of your two chosen service premises by answering the following questions:
– What is the look and feel – the services cape -of each of the premises?
– How do you think each service provider aims to position itself? Who do you think is the target market? What are your reasons for this? Remember to use theory and academic sources to support your answers.
– How might ‘other customers’ be influencing customer expectations of your two chosen service providers?
– What role do the contact personnel (front-stage staff) play within each organisation?
2) Analysing the online websites for your two chosen service providers.Now look at the websites for the two premises you analysed in question 1 and answer the questions which follow.
a) How is each website positioning itself? Who do you think it is targeting? What are your reasons for your answers?
b) What is the look and feel of each website and how does this compare to the use of the servuction system offline within the physical premises for your two chosen service providers?
c) How is each website used to overcome potential issues caused by the five service characteristics – intangibility, inseparability, perish ability, variability, and lack of ownership?
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