Assessment Details and Submission Guidelines

Trimester

T2.2020

Unit Code

HC2112

Unit Title

Service Marketing and Relationship Marketing

Assessment Type

Report

Assessment Title

Individual assignment

Purpose of the assessment (with ULO

Mapping)

This assignment has 2 Parts. While the First Part requires students to have knowledge about integrate marketing communication, the Second Part focus more on the operation system of service industry. Students should apply the learning from lecture

1-9 to address 2 Parts of this assignment. In detail requirement can be found below.

Weight

35 % of the total assessments: 20% for Part 1, 15% for Part 2

Total Marks

35 marks: 20 marks for Part 1, 15 marks for Part 2

Word limit

3000 words: 1000 words for Part 1, 2000 words for Part 2

Due Date

Week 10: 25th September, 2020 – 11.59 pm

Submission Guidelines

· All work must be submitted on Blackboard by the due date along with a completed Assignment Cover Page.

· The assignment must be in MS Word format, no spacing, 12-pt Arial font and 2 cm margins on all four sides of your page with appropriate section headings and page numbers.

· Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using Harvard referencing style.

Part 1: Short case study – 2 questions. Each question is worth 10 marks. Total: 20 marks (1000 words for 2 questions)

Integrated marketing communications: Gangnam Style

South Korea rapper and musician Psy (real name Park Jae-Sang) burst onto the world stage in 2012 with his smash hit music video ‘Gangnam style”. It was such a global phenomenon that in four short months since its launch in July 2012, it became the most watched YouTube video of all time. It currently retains this title with over 1.6 billion views and counting.

An analysis of “Gangnam style” and Psy’s rise to fame shows that it is no accident. While the most visible aspect of Psy’s marketing communications of his music and brand is on Youtube, it is through the planning and implementation of an integrated communications strategy that such explosive exposure was achieved.

Long before launching the “Gangnam style” video, Psy’s record label YG Entertainment had been building up the foundation for maximum reach across a number of channels. Their line-up of artists had accounts across multiple social media platforms with millions of subscribers (YouTube), followers (Twitter) and fans (Facebook). YG Entertainment also spend time setting up partnerships with other influential players in the music industry such as Will.i.am and websites such as AllKpop.com. These preparations beforehand ensured that any outgoing communications would gain high-volume views and reach from day one.

One the video was launched, the initial high volume was leveraged to gain the attention of more traditional and generalist media sources. First, the song’s popularity was covered by online technology publications Gizmo and Gawker, which then lead to coverage by traditional media powerhouses such as Billboard, CNN and Skynews. One mainstream attention was achieved, all other major media sources began taking note and spotlighting “Gangnam style”, thus ensuring its record-breaking success.

Questions for discussion

1. Analyse the “Gangnam style” case using the 5 Ws (Who, What, How, Where, When) model in the integrated marketing communications planning process.

2. Watch the “Gangnam style” video. Explain how the communications content adds value to consumers of Psy’s music. What impact does content have on the video’s success?

Gangnam Style video can be found on this link:

https://www.youtube.com/watch?v=mIQToVqDMb8

Rubric for Part 1 Short Case Study

STANDARDS

EXEMPLARY 8-10 marks

SATISFACTORY 5-7 marks

UNACCEPTABLE 1-4 marks

1.5 Ws (Who, What, How, Where, When) model in the integrated marketing communications planning process.

Identify 5 Ws correctly Logical Sequence:

Clearly states concepts, issues and question to be resolved; clearly summarises concepts,

findings, and conclusions.

Identify 5 Ws

correctly

Summarises concepts, issues and question to be resolved; clearly summarises concepts, findings, and conclusions, but lacks some details

Identify some of 5 Ws

correctly

Is vague about concepts, issues and question to be resolved; clearly summarises concepts, findings, and conclusions does not provide a summary of the whole discussion

2.Explain the communications content adds value to consumers of Psy’s music.

What impact does content have on the video’s success?

Clearly explanation Describes concepts and relevant findings, illustrates problem to be solved

Provide some explanation and concept correctly that are relevant

but lack of the

connection between all the discussion

Provide some explanation and concept but does not describes concepts and relevant findings, problem to be solved, and does not explains the significance of the elements, concepts

Part 2: Individual report – 15 marks (2000 words)
Choose a real-life service organisation that you are familiar with.

Prepare a flowchart of the back-stage as well as the front-stage operations of this business.

Using this flowchart, explain the significance of the service encounter, and its managerial implications.

The written component of the essay should not exceed 2000 words (12 fonts, Arial or Times New Roman single spaced)

1.Flowchart

Backstage

Front stage

2. Explanation of significance of the service encounter

3. Analysis of managerial implications

4. Essay format & presentation

Rubric for Part 2 Individual Report

STANDARDS

EXEMPLARY

SATISFACTORY

UNACCEPTABLE

Executive

Summary

2 marks

1.5 to 2 marks

1 mark

0-0.5 marks

Logical Sequence: Clearly states concepts, issues and question to be resolved; clearly summarises concepts, findings, and conclusions.

Summarises concepts, issues and question to be resolved; clearly summarises concepts, findings, and conclusions, but lacks some details

Is vague about concepts, issues and question to be resolved; clearly summarises concepts, findings, and conclusions does not provide a summary of the whole project

Introduction and Report

Contents

2 marks

1.5 to 2 marks

1 mark

0-0.5 marks

Provides background into the Service organisation and topics and summarises important findings, describes concepts and relevant findings, illustrates problem to be solved; explains the significance of the elements, concepts, issues and problem to an audience of non-specialists

Provides background into the Service organisation and topics and describes concepts and relevant findings, problem to be solved;

Provides background into the Service organisation and topics, but does not describes concepts and relevant findings, problem to be solved, and does not explains the significance of the elements,

concepts, issues and problem to an audience of no specialists

Discussion of the topic concepts and elements.

8 marks

7-8 marks

4-6 marks

0-3 marks

Addresses the topic with clarity; organises and synthesises information; provides examples, and draws conclusions

Addresses the topic; lacks substantive conclusions; sometimes digresses from topic of focus

Presents little to

no clarity in formulating conclusions and/or organisation of information

Summary

2 marks

1.5 to 2 marks

1 mark

0-0.5 marks

Presents a logical explanation for findings; presents clear recommendations and/or implications for future resolutions

Presents a logical explanation for findings

Does not adequately explain findings

Mechanics, documentation and Harvard

referencing

1 marks

1 mark

0.5 marks

0-0.25 marks

Is free or almost free of errors of grammar, spelling, and writing mechanics; appropriately documents sources. Correct Harvard format

Has errors but they don’t represent a major distraction; documents sources.

Has errors that obscure meaning of content or add confusion; neglects important sources or documents few to no resources

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