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PURPOSE The objective of this assignment is to develop and enhance individual student's capabilities in critically evaluating literature in service marketing. REQUIREMENT: From secondary literature search and your own readings, write a report critically evaluating service marketing strategies in 3 companies of your choice. Your report should have the following format - Executive summary - Table of Contents - Company history of each selected company, sales, market share , profits, if any - Type of industry , customers - Types of Service marketing strategies - Implementation of service marketing strategies - Conclusion You should gather your literature from journal articles, research reports, press releases, government publications , trade magazines or various sources which are creditable in nature. Additional Guidelines/Assignment Format • Your assignment should be types on A4 paper using 12 Times New Roman and 1.5 spacing • Your assignment should contain about 3,000-5,000 words ( at 15-20 pages), not including appendix and reference • Your assignment must include in-text citation and a reference list. Referencing needs to follow APA style. • References should be include the latest publications ( year 2005 and onwards) • All submitted assignments will go through online plagarism software check. Marks Distribution (60%) Marking Dimensions % 1. Executive Summary 5 2. Critical Evaluation of 3 companies 30 3. Citation and Reference List 10 4. Language , Clarity and Coherence 10 5. Conclusion 5
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