Task
Individually, you are required to map out experience/s of two service offerings based on the assessment instructions below.
Assessment Description
This individual assessment aims to assess students’ ability to differentiate between products and services marketing by illustrating a customer experience in the design and implementation of services marketing activities. In addition, this assessment will enable students to apply the learned marketing theories and concepts to a ‘real world’ business case within a safe learning environment.
To begin with, you are required to conduct online research of the following two service offerings to compare an overall customer experience that a person might have when watching a new blockbusterrelease:
Watching Netflix at home
Going to Event Cinemas In doing so, you are required to prepare a four-page submission (no more) that addresses the following points:
- Map out a service blueprint to identify the core, supplementary and augmented layers of each service offering. You may wish to use Miro to prepare the required blueprinting (2 pages maximum).
- Compare service offerings and their experience/s with the use of service characteristics, i.e., intangibility, perishability, inseparability and heterogeneity, by discerning the service and product components (2 pages maximum).
KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.
What is academic integrity and misconduct?
What are the penalties for academic misconduct?
What are the late penalties?
How can I appeal my grade?
You have mapped out irrelevant or no service blueprint that does not identify the core, supplementary and augmented layers of each service offering.
You have mapped out a generic service blueprint that partially identifies the core, supplementary and augmented layers of each service offering. You have mapped out a detailed service blueprint that mostly identifies the core, supplementary and augmented layers of each service offering.
You have mapped out a comprehensive service blueprint that identifies the core, supplementary and augmented layers of each service offering.
You have mapped out an excellent and well-thought-out service blueprint that identifies the core, supplementary and augmented layers of each service offering.
You have compared irrelevant or no service offerings and their experience/s with the use of irrelevant or no service characteristics by not discerning the service and product components.
