bumkt6904 sem 2 2013 jc mit
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Course Description:
School/Portfolio: The Business School
Course Code/ID: BUMKT6904
Course Title: Marketing Service Organisations
Teaching Location: MIT, Wednesdays
Program(s): MBA and other Graduate Business Programs
Author: Kimble Montagu
Level: Advanced
Semester: Semester 2 2013
Prerequisite(s): BUMKT5901 Marketing
Co requisite(s):
Exclusion(s):
Credit Points/
Progress Units:
15
ASCED Code: 080101
Adopted Reference Style
APA
1 COURSE ORGANISATION:
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1.1 Handbook/s
For full details of programs and school procedures, please refer to the University of Ballarathandbook (http://www.ballarat.edu.au/current-students/publications,-policies-and-forms/handbook/2012) and The Business School Programs Handbooks available at
http://www.ballarat.edu.au/business/handbooks
Important information located in the handbook includes:
Student responsibility
Special Consideration process and forms
Submission of tasks and assignments
Appeal process
Unsatisfactory progress - Early
Intervention
Grading codes
1.2 Staff
The most appropriate contact is your teacher. If necessary they will contact the Course Coordinatorat the University of Ballarat.
Lecturer Name: James CarinoPhone: 0405120508Fax:Email: jcarino@staff.ballarat.edu.auOffice:Web:
Course Coordinator: Name: Kimble MontaguPhone: +61 437 443323Email: kmontagu@ballarat.edu.au
1.3 Class Times
Date Time Function Venue
Wednesdays from July 242013 to 9 October 2013
9am- 11am Lecture L303
Wednesdays from July 242013 to 9 October 2013
11am- 12pm Tutorial L303
1.4 Consultation HoursBy arrangementplease email for an appointment.
1.5 Prescribed Text
Zeithaml, V., Bitner, M. and Gemler, D. (2013). Services Marketing: Integrating Customer FocusAcross the Firm (6th ed.). New York: McGraw-Hill.
Note: Earlier editions of the text may be available. If you obtain an earlier version the onus is onyou to ensure you have access to any materials, including case studies, which have changed fromedition to edition.
1.6 Plagiarism
Plagiarism is presenting someone else work as your own and is a serious offence with serious
consequences. As set out in the University Regulation 6.1.1, students who are caught plagiarising
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will, for a first offence, be given a zero mark for that task. A second offence will result in a failing
grade for the course(s) involved and any subsequent offence will be referred to the Student
Discipline Committee. Student must be aware of the University Regulation 6.1.1 Student
Plagiarism, available at http://www.ballarat.edu.au/legislation/6.1.1-plagiarism. The link to the
library website for more information is: http://www.ballarat.edu.au/library/assignment-and-research-help/referencing
Students must: fully reference the source(s) of all material, even if you have re-expressed the ideas, facts or
descriptions; acknowledge all direct quotations; and
not submit work that has been researched and written by another person
Turnitin Turnitin is a software application that allows students to check theirassignments for referencing and citation omission or incorrect paraphrasing.
You are NOT required to submit your individual and group assignments viaTurnitin, however, you could use Turnitin to help you identify possible poorreferencing.
You ARE required to submit your individual and group assignments viaUBOnline. Hard copies of these reports will not be accepted.
1.7 UBOnline
UBOnline is used to host course resources for all courses. Students can download lecture andtutorial notes to support class participation. Students login to the UBOnline at
https://ubonline.ballarat.edu.au/login/index.php.2 OBJECTIVES:
This course explores the special characteristics of services and the challenges these present formanagers and marketers of service organisations. The course will provide you with theoreticalframeworks to help you to understand services, and the challenges associated with servicesmarketing and management. More specifically, the course is designed to enable you to:
Gain Knowledge
Identify the differences between Goods and Services.
Recognise the significant relationship between service quality, customer satisfaction, purchaseintentions and profitability.
Identify and evaluate the provision of service and customer service experiences in variousorganisational settings.
Recognise the different operational environments between manufacturing and serviceorganisations.
Identify an expanded marketing mix for services and appreciate its complexity and crossfunctional implications.
Develop Skills
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Use analytical tools to identify and discuss the different classifications of service products.
Utilise the GAPS model to analyse service organisations, identify problems and suggest
appropriate solutions. Determine appropriate strategies to implement service improvements in service firms.
Qualify and quantify the role of consumers in various service provision situations. Develop blue prints for managing effective relationships between participants of the service
encounter. Practice important workplace skills (e.g. Teamwork, cooperation, and respect for diverse
opinions) through cooperative learning activities.
Modify Attitudes
Appreciate the important role of the service economy.
Become a more perceptive and effective service marketer, manager and consumer throughappreciating the complexity of service provision.
Value the place of total quality in the delivery of customer-satisfying service. Believe in the value of the consumers role in the development and delivery of the service
product. Want to continuously improve the experience for all participants.
Appreciate the inter-functional coordination necessary to deliver quality service.
Advocate the adoption of enhanced marketing activities in service firms.
3 CONTENT:
Topics and sub-topics may include:
The marketing environment of the service organisation.
The importance and range of services in the Australian economy.
Classification and definition of the range of services.
The Gaps Model of service quality.
Understanding the service experience.
The effect of service elements on marketing-mix strategy and consumer behaviour.
The measurement of service quality and customer satisfaction.
The importance of contact personnel.
Closing the Gaps with appropriate service strategies.
4 LEARNING TASKS AND ASSESSMENT:
Summary
It is emphasised that this course requires a significant commitment outside of formal class contact.
The learning tasks in this course may include classes (lectures, tutorials or seminars), required
reading, the preparation of answers to set questions, exercises and problems, and self-study. In
addition, students may be required to complete an assignment, test or examination.
Summary of suggested time allocations for this course
Classes 3 hours per topic for 12 topics 36 hours
Reading 2 hours per topic for 12 topics 24 hours
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Preparation of set questions,
exercises and problems
4 hours per topic for 12 topics 48 hours
Preparation of assignment 20 hours
Study and revision for test and
end of semester examination
22 hours
TOTAL 150 hours
Attendance and Participation
It is in students interest to make every effort to attend all the classes for this course and tocomplete all preparatory and assessment tasks. It is our experience that those students who do notattend class or carry out the associated activities are more likely to do poorly or to fail the coursecompletely.
Learning Task Assessment (grading) Weighting Due date
Critically evaluate issues
in the marketing of
services
Individual presentation
and brief report: Service
Watch
20% Report Week 6
Presentations Weeks
4 to 6
An assignment to
measure customer
satisfaction with respect
to the delivery of
services.
Written reportgroups of
TWO
An Analysis of a Service
Relationship
40% Report Week 10
Evaluate and
recommend solutions to
problems in a services
marketing context
Short answer, essay style
or case study based
examinationindividual
time constrained task
40% During official
examination period
Note on Assessment
The University of Ballarat PASS grade is achieved at 50%.
Students are strongly advised to attempt ALL assessment tasks. Students who do not submit atask(s) or fail a task(s) in the semester will be identified as a student at risk of unsatisfactory
academic progress (outlined in the Business School Handbook) and will be directed to the Schools
Intervention Program. Students who encounter difficulties or who are otherwise concerned
regarding their progress should consult their lecturer.
Assessment criteria set out the details by which performance in each task will be judged. Thisinformation will give a clear and explicit understanding of the expected standards to be achievedrelative to the marks awarded.
Assessment Details and Criteria
Individual presentation and brief report (20%)
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Due Date: Presentation (10 marks) By arrangement- weeks 4 to 6
Report (10 marks) week 6
Topic: This individual task is a Services Watch Presentation and Report.
Examples of the services marketing principles covered in this course can be found in manybusiness publications. You are to seek out one or more current articles that address servicesmarketing issues relating to a real business or industry situation. You may choose any currentevent or discussion but it must be relevant to the material covered in this course. Make sure youuse credible sources such as the daily press, business magazines, professional associationnewsletters, or perhaps even academic journals. The article must have been published in the lastthree months in BRW, Forbes, The Economist, South China Morning Post or similar publications.Do Not Use Web Articles. If you use questionable websites, blogs, etc. you will fail this task.
You are required to provide a 5-10 minute presentation, and submit a short (1,000 word) report, on
your chosen article or articles.
Your presentation and report should meet the following criteria. Refer to the Assessment CriteriaSheets at the back of this document. They should:
Give a (very) brief summary of the key point(s) of the article(s). Discuss how the article(s) relates to the concept(s) examined in the course (clearly note the
concept(s) being illustrated) and the implications for services marketing practitioners. Give your personal evaluation of, and reaction to, the article(s). Your evaluation should be
based upon the services marketing perspectives you are gaining from this course. Be honest inyour evaluation.
Assessment Criteria: This task requires evidence that you have identified and understood the keyservices concepts illustrated in the article. Further, evidence is required that you can identify andexplain the implications for the services management of a firm operating in the industry discussedin your article. You will be assessed on the quality of the article you choose and your ability toreflect upon the linkages between theory and practice.
Presentations will be conducted on an ongoing bases through the semester, your written report isto be submitted at the time of presentation. Thus, you will have an opportunity to improve yourreport given feedback received from your classmates and me. A copy of the original sourcedarticle must be appended to the report along with details of its publicationtime, place,publication, and author.
Small group report (40%)
Due date: This is to be submitted via Moodle week 10.
Topic: An Analysis of a Service Relationship
Form into groups of two and then research and writea 3,500 word assignment. The goal of thisassignment is to help you to understand and evaluate the service relationship that exists betweenyou and a service provider with which you have a longer term relationship.
All of you would have a customer-providerrelationship with various service providers but notmany of you would have considered analysing that relationship from a services marketing
perspective. You are to consider your interactions with one Service Company and undertake aservices marketing analysis of the service. (One of the first tasks will be to select an appropriate
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service to analysediscuss this with your group partner and come to a mutually acceptablesolution. Speak to your lecturer if you need some help in selecting an appropriate servicebutremember you need to have experienced the service from this provider).
Using the GAPS Model of Service Qualityas the overarching framework along with other servicemodels, you are to analyse the service and your expectations and perceptions of that service. Yourgroup report should integrate theory to help explain and analyse the service experience. Do notsimply describe what has happened to youmere description is not analysis!
This assignment will require you to gain an understanding of the GAPS Model and to use multipleanalytical tools to analyse your service. Do not just describe the service providerfind evidence,use analytical techniques to explore, try to identify why and how service gaps emerged or weredealt with.
As MBA students the expectation is that you explore issues in this report and show that you canthink critically about aspects of services marketing. You are not expected to cover everything in
this assignment, but rather to use the GAPS Model as an overarching framework, and then exploreparticular aspects of services marketing in depth. Do not ask your lecturer for a boilerplate proformattake pleasure in the fact that you have some discretion to present a strong paper thatreflects the analytic capabilities of your group.
You should start on this task right from week onedo not leave it until the last minute. Form yourgroup early, and give your lecturer the names of the two group members.
Group Assignment Assessment Criteria:
Refer to the Assessment Criteria Sheet at the back of this document.
Your group assignment will be assessed against the following criteria:
The selection of an appropriate, longer term service relationship
Evidence of your appreciation of the complexity of the service being analysed
Evidence of personal reflection and thought
Your ability to collate data, think critically, and report on your experiences in a logical,
analytic and systematic way
A clear identification of appropriate and relevant services marketing concepts and theory
Your use of concepts, constructs and analytical techniques to develop insights
Evidence of research and reading beyond the set text to support your analysis and
discussion The quality of your report, incl. presentation, use of diagrams, referencing, logical flow.
Peer Assessment
Groups will be limited to two members. Peer evaluation may be undertaken in this course. It will
be the responsibility of both group members to produce a quality report. Hence, if there are group
problems you are expected to sort them out so that the group, as a whole, does not suffer. If you
need to discuss such a situation with meDO NOT LEAVE IT UNTIL THE LAST MOMENT.
Please note that if a Peer Evaluation is required for your group, under normal circumstances no
marks can be awarded to the group members until ALL members have returned the Peer
Evaluation sheets.
Peer Evaluation covers individual performance on:
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Understanding of the task and topic
Industry and initiative
Dependability and integrity
Participating as a group member Attendance
To help you formulate a fairpeer evaluation all students should keep notes on, e.g.:
Class and meeting attendance
Allocation of taskswho is to do what and by when
Whether requested material is delivered on time and at sufficient quality/quantity
Dates and details of all communicationsverbal, SMS, email and any other form
You should all regularly sign off so that there is consensus of what has occurred, what is being
requested and by when, etc.
If a group has to complete a confidential peer evaluation each student will obtain 50% of the group
mark plus some allocation of the other 50% according to the result of the peer evaluation. No
student can attain a mark that is higher than what the paper attained.
NB: Where the lecturer believes that the Peer Evaluations have not been completed fairly he/she
can amend the final marks generated by the above formula.
Non-contributing Group Members
Students need to understand that as a member of a group you have obligations to the other groupmembers and failing to meet these obligations may put their and your performance at risk. Where a
student (or students) is (are) not fulfilling these obligations all group members will be required to
complete an independent and confidential Peer Evaluation.
Where a student is rated poorly by fellow group members the offending student not only faces the
prospect of scoring substantially reduced marks but may also:
Receive a letter from the School to, e.g. requesting the student to attend a meeting with the
Deputy Dean or some other nominated party; and/or
Where applicable, be excluded from the group.
Removal from a Group
This is a last resortapproach where under certain conditions a student can be removed from a
group if he/she does not contribute as expected. This removal can occur at any time and then this
student will be required to complete the group assignment as an individual assignment. The
decision to remove the student is at the sole discretion of the lecturer after collecting data and
speaking with the group members. Aspects that may be taken into account when reaching such a
decision are:
Tutorial and ex-class meeting attendance
General attitude displayed towards the assignment
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Not responding to group members communication efforts
Not completing assigned tasks at the appropriate standard and on time
Not responding to the lecturers communication efforts
To assist with this decision making students should keep individual diaries recording data related to
the above points.
Report FormatReports are to satisfy the following requirementsin this order.
Signed and attached Business School Assignment Cover sheet. There is a sheet for theindividual papers and a separate sheet for the group papers on Moodle.
An Assessment Criteria Sheet MUST be fully completed and attached to the front of the
assignment. The sheets are at the end of this documentmake sure you use the correct sheetwhen submitting.
The assignment MUST also have a cover page that includes:
1. BUMKT6904 Marketing Service Organisations2. Date of Submission3. Assignment title
a. Individual AssignmentService Watchb. Group AssignmentAn Analysis of a Service Relationship
4. Your name OR Names5. Your student ID OR IDs
6. The Due Date7. Submitted toYour Lecturer Name
Report formatbusiness (not an essay)DO NOT write in the first or second person (I, we, our)write in third person onlyProof read at least three times for spelling, grammatical and logic errorsFontArialSize12Paragraphsfully justifiedLine6 points before and afterLine spacing1.5 linesParagraph spacingsingle spacing after each paragraphPages numbered bottom right hand cornerAll tables and diagrams labelledthey do not form part of the word countAPA referencing style
Assignment Checklist
At the end of this course description is a list of items you MUST check BEFORE submitting the
individual and group reports.
Late Submission
Assignments that are submitted late (without prior lecturer approval) will be subject to a penalty at
the rate of 10% of the total possible marks per day i.e., as the group paper is worth 40 marks you
will lose four marks per day.
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Individual Examinationtime constrained task (40%)
Due Date: OFFICIAL EXAMINATION PERIOD.
All components of this course are examinable this means that lectures, tutorial activities,assignments, and class discussions can all be assessed within the examination. If you misstutorials and lecturers you may miss out on critical elements of assessable topics.
The exam will be a closed-book examination, i.e. you may not take any text or other books into theroom. Handwritten and/or typed notes are also not permitted in these exam like conditions.
Examination Assessment Criteria:
You will be assessed on your ability to:
Demonstrate knowledge and understanding of Services Marketing concepts and theoretical
models Apply principles and concepts of Services Marketing to problem situations
Evaluate marketing problem situations, draw conclusions and make appropriaterecommendations with respect to the development of services marketing strategies
Reflect upon your learning in this course
5 SCHEDULE:
Please note that the sequence and content of lectures and tutorials may need to be changed andthe following information should be used as a guide.
Date LectureText
Chapters
Week 1 Course administration
Introduction to Services
Course description
1
Week 2 The Gap Model of Service Quality 2
Week 3 Customer Expectations of ServiceCustomer Perceptions of Service
34
Week 4 Listening to Customers Through ResearchBuilding Customer Relationships
56
Week 5 Service RecoveryService Innovation & Design
78
Week 6 Customer-Defined Service Standards 9
Week 7 Physical Evidence and the Servicescape 10
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Week 8 Employees Roles in Service DeliveryCustomers Roles in Service delivery
1112
Week 9 Managing Demand and Capacity 13
Week 10 Integrated Services Marketing CommunicationsPricing of Services
1415
Week 11 The Financial and Economic Impact of ServiceMarketing services mind map
16
Week 12 Exam details and preparation
SWOT VAC and EXAMINATIONS
6 ADDITIONAL RESOURCES:
Additional useful references:
Services marketing is a field where authors are prolific; this is a selection of texts, but many morecan be accessed.
Bateson, J.E.G., Hoffman, K.D. (2006) Services Marketing Concepts, Strategies & Cases (3 rd
Edition). Mason, OH: Thomson South-Western.
Bruhn, M. and Georgi, D. (2006). Services Marketing: Managing the Service Value Chain. Harlow:
Pearson Education.
Fisk, R. P., Grove, S. J. and John, J. (2008) Interactive Services Marketing (3rd Edition). Boston:
Houghton Mifflin Company.
Gabbott, M. Hogg, G. (1998) Services Industries Marketing. London: The Dryden Press.
Kasper, H., van Helsdingen, P. and Gabbott, M. (2006). Services Marketing Management: A
Strategic Perspective (2nd Edition) Chichester: John Wiley & Sons.
Lovelock, C., Patterson, P. and Walker R. (2004) Services Marketing: An Asia-Pacific and
Australian Perspective (3rd Edition) Frenchs Forest NSW Pearson Prentice Hall.
McColl-Kennedy, J.R. (2003) Services Marketing: A Managerial Approach. QLD: John Wiley &
Sons.
Palmer, A. (2005). Principles of Services Marketing (4th ed). Berkshire: McGraw-Hill.
Zeithaml, V., Parasuraman, A. and Berry, L. (1990) Delivering Quality Service: Balancing Customer
Perceptions and Expectations. New York. The Free Press.
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Zeithaml, V., Bitner, M. and Gremler, D. (2009) Services Marketing: Integrating Customer Focus
Across The Firm (5th Edition). New York: McGraw-Hill Irwin.
In addition, there are several refereed journals that can be accessed in the library or through the
electronic journal link on the main web-site. For example: Journal of Services Marketing, Journal ofRetailing, Journal of Professional Services Marketing, and Journal of Services Research.
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BUMKT6904 Individual Report
Assessment Criteria Sheet
Must be attached at the front of the report
Student Name Student Number Email
CRITERIA (Total Marks = 10)
Content (80%) Comments
Brief summary of articles key points
Link of course concepts to the article
Implications for service marketing
practitioners
Conclusion
Structure (10%)
Follows required structure
Demonstrates use of colour, headings, layout
to enhance presentation of argument
Integrates tables, charts or diagrams to
enhance communication of information
Appropriate and adequate use of referencesand correctly structured reference list
Style (10%)
Literacy standardsentences and
paragraphs make sense
Succinct and concise business writing style
Engages reader with topic and holds readers
attention
Research and use of theory demonstrates
creativity and engagement with topic
Mark:______________Comments:_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
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BUMKT6904 Individual Presentation
Assessment Criteria Sheet
Must be attached at the front of the presentation
Student Student Number Email
CRITERIA (Total Marks = 10)
A) VOICE = 10% Comments
Audible and clear
Pronunciation
Appropriate speed
Effective expressionDynamic range
B) PRESENTATION = 10% Comments
Eye contact
Fidgeting/mannerisms
Use of body language
Engages audience
C) CONTENT = 50% Comments
Brief summary of articles key points
Link of course concepts to the article
Implications for service marketing
practitioners
Conclusion
D) ORGANISATION = 10% Comments
Logical structure of ideas
Clear links between slides
Overall timing of presentation
E) RESPONSES = 20% Comments
Ability to respond cogently
Mark:______________Comments:_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________________________________________________________
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BUMKT6904 Group Report
Assessment Criteria Sheet
Must be attached at the front of the report
Student Names Student Numbers Email
CRITERIA (Total Marks = 40)
Content (80%) Comments
Executive Summary (one page in length)
- Introductory sentence
- Major Findings- Major Recommendations
Introduction
- Description of an appropriate service
relationship
- Format of the report
GAPS Model of Service Quality and other
service marketing/service models
- Expectations/Perceptions
- Data/Analyses- Explanation/Findings
Conclusions and Recommendations
Structure (10%)
Follows required structure as per checklist
Demonstrates use of colour, headings, layout
to enhance presentation of argument
Integrates tables, charts or diagrams to
enhance communication of informationAppropriate and adequate use of references
and correctly structured reference list
Style (10%)
Literacy standardsentences and
paragraphs make sense
Succinct and concise business writing style
Engages reader with topic and holds readers
attention
Research and use of theory demonstrates
creativity and engagement with topic
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Mark:______________Comments:_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________________________________________________________________
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BUMKT6904 MARKETING SERVICE ORGANISATIONS
Aspects that need to be checked before submitting assignments
1 School cover sheet Top pagecompleted and signed
2 Assessment Criteria Sheet
(ASC)
Second pagecompleted and signed
Use as a checklistplace a tick by every item (and sub-
item) that you have checked
3 Assignment cover page Third pagecompleted as format in Course Description
see p. 9
4 School cover sheet, ACS and
Report
All in ONE Word document
5 File name Surname/first name/assignment title e.g.,
Errey/Robert/GroupReportAn Analysis of a ServiceRelationship
6 Report format FontArial
Size12
Paragraphsfully justified
Line spacingdouble line spacing between each line
Paragraph spacing6 points before and 6 points after
Pages numbered bottom right hand corner
All tables and diagrams labelled at the topthey do not
form part of the word count
APA reference style
7 Referencing In-text referenceAPA
Reference (list)APA
If you quote an author you need (Smith, 2011, p. 23)the
reader must be able to go to the quote so the page
number is required.
8 Third person For the Individual Assignment do not write in the first
personavoid I, we, ours, etc. Use it, its, theirs etc.
For the Group Assignment you can use I, we, ours, etc.
because its about your service encounter.
9 Australian English Do not use US spellingin most cases Australians use ans rather than a z e.g., minimise (correct) v minimize
(incorrect). Colour not color, behaviour not behavior, etc.
The only time you would use US spelling is when it
appears in a direct quote you are using
10 Numbers APA style requires you to used words for numbers less
than 10. Use words when starting a sentence with a
number. Use $4,500 and not $4500
11 Apostrophes Students often have an apostrophe when using the plural
case and do not use it for the possessive casecheck
online for some help or the texts I mentioned in an email
about 10 days ago
12 Subject-verb agreement (also Single subject requires a single verb e.g., UB has an
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covered under Syntaxbelow) advertising campaign NOT UB have an advertising
campaign. Its campaign stress fun NOT Their campaign
stresses fun
13 Colloquialisms A business/academic report should be written in a formal
styleexpressions like McDonalds has lots of differenthamburgers is not appropriatedo not use lots. There
are other words that are also too informal for a
business/academic reportso just check your words when
you proof read
14 Ampersand (&) Avoid using in this in normal sentences e.g., we had a
burger & drink. There will be times when it is appropriate
check the APA style manual
15 Syntax Covers the construction of a sentence
For help refer to
http://faculty.washington.edu/ezent/imsc.htm16 Proof read Do not just read the sentence but read it out ALOUD
perhaps to someone else or ask the other person to read it
to you. Then askdoes this make sense? Correct
accordingly
17 Turnitin Use this as one way of checking obvious in-text
referencing issues
18 Starting a sentence Avoid And and But when writing formal reports.
Because is acceptable these days but for an old man it
hard to accept!
19 Table of Contents Learn to use how to insert a ToC via the References tab in
Word
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http://faculty.washington.edu/ezent/imsc.htmhttp://faculty.washington.edu/ezent/imsc.htm
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