Assessment Details and Submission Guidelines
Trimester	T1.2021
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: 28th May, 2021 – 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. Please follow the Holmes Reference requirement in Page 6

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.

Service Marketing and Relationship Marketing

Questions for discussion

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

• 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,	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
		and conclusions, but	summary of the whole
		lacks some details	discussion
2.Explain the communications content adds value to consumers of Psy’s music.	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	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
		all the discussion
What impact does content
have on the video’s
success?

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

• 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	1.5 to 2 marks	1 mark	0-0.5 marks

Contents 2 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

Submission Directions:

The assignment has to be submitted via Blackboard. Each student will be permitted One submission to Blackboard only.  Each student needs to ensure that the document submitted is the correct one.

Service Marketing and Relationship Marketing

Reference requirement

Assessment Design – Adapted Harvard Referencing

Holmes will be implementing as a pilot program a revised Harvard approach to referencing. The following guidelines apply:

• Reference sources in assignments are limited to sources which provide full text access to the source’s content for lecturers and markers.
  • The Reference list should be located on a separate page at the end of the essay and titled: References.
  • It should include the details of all the in-text citations, arranged alphabetically A-Z by author surname. In addition, it MUST include a hyperlink to the full text of the cited reference source.

For example;

P Hawking, B McCarthy, A Stein (2004), Second Wave ERP Education, Journal of Information Systems Education,

Fall, http://jise.org/Volume15/n3/JISEv15n3p327.pdf

• All assignments will require additional in-text reference details which will consist of the surname of the author/authors or name of the authoring body, year of publication, page number of content, paragraph where the content can be found.

For example;

“The company decided to implement a enterprise wide data warehouse business intelligence strategies (Hawking et al, 2004, p3(4)).”

Non Adherence to Referencing Guidelines

Where students do not follow the above guidelines:

• Students who submit assignments which do not comply with the guidelines will be asked to resubmit their assignments.
• Late penalties will apply, as per the Student Handbook each day, after the student/s have been notified of the resubmission requirements.
• Students who comply with guidelines and the citations are “fake” will be reported for academic misconduct.

Academic Integrity

Academic honesty is highly valued at Holmes Institute. Students must always submit work that represents their original words or ideas. If any words or ideas used in a class posting or assignment submission do not represent the student’s original words or ideas, the student must cite all relevant sources and make clear the extent to which such sources were used. Written assignments that include materials similar to course reading materials or other sources should include a citation including source, author, and page number.

In addition, written assignments that are similar or identical to those of another student in the class is also a violation of the Holmes Institute’s Academic Conduct and Integrity Policy. The consequence for a violation of this policy can incur a range of penalties varying from a 50% penalty through to suspension of enrolment. The penalty would be dependent on the extent of academic misconduct and the student’s history of academic misconduct issues.

Service Marketing and Relationship Marketing, All assessments will be automatically submitted to Safe-Assign to assess their originality.

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