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CERTIFICATE IN SERVICES MARKETING

2018

This course manual introduces the Certificate in Services Marketing programme. It outlines the programme content, learning outcomes, rules and regulations and the standards of Sri Lanka Institute of Marketing.

All participants of this programme are encouraged to go through this course manual and keep it as a source of reference for all required information.

The Council of Education of the Sri Lanka Institute of Marketing reserves the right to make changes to modules, course structure and methods of assessment.

Copy Rights Reserved – Sri Lanka Institute of MarketingNo part of this book should be reproduced without prior written permission in SLIM

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ContentsSECTION 01...................................................................................................................................4

SRI LANKA INSTITUTE OF MARKETING (SLIM)..............................................................................4

SECTTION 02 - PROGRAMME DETAILS..........................................................................................5

2.1 Introduction to Programme................................................................................................5

2.2 Learning Outcomes.............................................................................................................5

2.3 Programme Structure.........................................................................................................6

SECTION 03 - REGISTRATION........................................................................................................7

3.1 Eligibility Requirement.......................................................................................................7

3.2 Required Documents for Registration................................................................................7

3.3 Registration and Re-Registrations......................................................................................7

3.4 Membership.......................................................................................................................7

3.5 Student Card.......................................................................................................................8

3.6 Registration Number..........................................................................................................8

3.7 Student Concerns and Complaints.....................................................................................8

3.8 Student Discipline Procedure.............................................................................................8

SECTION 04 - PROGRAMME OUTLINE........................................................................................10

PROGRAMME: CERTIFICATE IN SERVICES MARKETING..............................................................10

MODULE 1: INTRODUCTION TO MARKETING AND SERVICES MARKETING................................10

1.1 Module Description:.........................................................................................................10

1.2 Detailed Syllabus Outline..................................................................................................10

1.3 Reference Reading............................................................................................................11


MODULE 2: BUILDING A SERVICE STRATEGY..............................................................................12

2.1Module Description:..........................................................................................................12




MODULE 03: UPLIFTING THE SERVICE CULTURE........................................................................14

3.1 Module Description..........................................................................................................14


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SECION 05 - DELIVERY AND ASSESMENT....................................................................................16

5.1 Delivery Method...............................................................................................................16

5.2 Evaluation Method...........................................................................................................16

5.3 Grading System.................................................................................................................18

5.4 Recommended Texts........................................................................................................18

5.5 Notification of Results......................................................................................................18

5.6 Result Sheets and Transcript Issuing................................................................................18

SECTION 06 – ASSIGNMENT GUIDELINES...................................................................................19

6.1 Assignments Process........................................................................................................19

6.2 Assignment Structure.......................................................................................................19

6.3 Assignments Content........................................................................................................20

SECTION 07- EXAMINATION.......................................................................................................25

7.1 Examination Rules and Regulations..................................................................................25

7.2 Exam materials.................................................................................................................26

7.3 Academic Misconduct......................................................................................................27

7.4 Breach of Examination Rules............................................................................................28

SECTION 08 - CERTIFICATION CEREMONY..................................................................................29

8.1 Award of Certificate..........................................................................................................29

8.2 SLIM Membership............................................................................................................ 29

SECTION 09 - CONTACT DETAILS................................................................................................30

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SECTION 01

SRI LANKA INSTITUTE OF MARKETING (SLIM)

The Sri Lanka Institute of Marketing (SLIM) founded in 1970 (then called Ceylon Institute of Marketing) with a view to harness the available skills in Marketing for the growth and development of the profession, was subsequently incorporated by Act 41 of 1980 of the Parliament of the Democratic Socialist Republic of Sri Lanka. As the national body of marketing in Sri Lanka SLIM is a member of the Federation of Chambers of Commerce and Industry of Sri Lanka and the Federation of Marketing Research Institute (ESOMAR) and the Asia Marketing Federation (AMF) which is affiliated to the World Marketing Association (WMA).

VisionTo lead the nation’s efforts towards economic prosperity

MissionTo establish Marketing as the driving force, which enhances business and national value

In pursuing the above noble goals, SLIM is dedicated towards harnessing available marketing skills for the growth and development of the profession. Hence, it has intensively promoted marketing education during the past decades. This has led to the development of several indigenous marketing courses from the very basic to advanced level of study.

A heavy emphasis on practical application with a sound theoretical base has been the unique proposition that SLIM attempts to deliver in all its indigenous marketing courses. The Institute is driven by the philosophic and practical aspects of marketing that are incorporated in all courses through theory, practical assignments, and presentations.

Additionally, our focus is not only the development of potential marketers who have sound theoretical knowledge backed by practical insights, but also to develop their skills so that when they graduate, they are ready to take up the challenges of the corporate world. The Institute is committed to add value to the marketing profession through annual programmes such as SLIM Brand Excellence, Effie Awards, Peoples Awards, National Sales Congress (NASCO), Marketing Roks and regular workshops, evening meetings, Experience Sharing Forums (ESF), and Action Learning Marketing (ALM) programmes providing continued professional development.

The programmes carried out by SLIM encompass activities that enhance the professional competence of the membership, and fosters the development of the marketing profession culminating in growth and wider acceptance of marketing as a key management philosophy and function. It also suggests and promotes legislative action in the sphere of marketing in order to serve the best interest of our country.

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SECTTION 02 - PROGRAMME DETAILS

2.1 Introduction to Programme

The transformation of the economy towards the services sector can be witnessed globally as well as locally. This transformation has impacted both consumers and the organizations in numerous ways. First, as consumers much of our consumption choices are made on services such as retail banking, visiting a supermarket or restaurant, going on a holiday, medical services, transportation, visiting immigration consultants, travel agents or hairdressers, higher education and many more. Secondly, we may be managing a service organization which may be challenging due to the inherent characteristics of services. Thirdly, even if we are not marketing a service, we definitely have to market the business ‘through services’ irrespective of the industry. Therefore, understating the unique nature of services, concepts and strategies unique to services will provide numerous benefits to both customers and the organizations.

Based on the above observations, this course is designed to introduce the changing nature of services marketing environment, concepts and strategies unique to service businesses and provide skills to manage services efficiently and effectively. Thus, the course contains three modules: introduction to services marketing, building services strategy and uplifting the services culture.

The duration of this course is three months. It is ideal for those who are working in or managing service organizations in either B2B or B2C setting. It is also designed for organizations who wish to enhance their customer value through services and any of you who aspire to be a marketer to acquire both conceptual and practical knowledge of Services Marketing.

2.2 Learning Outcomes

To be able to grasp and explain the nature and scope of Services Marketing. To be able to identify the characteristics, problems and challenges faced by Services

Marketing professionals and to develop strategies to manage them to increase customers’ perceptions of satisfaction, service quality and value.

To be equipped with the skill to identify unique challenges of services in order to ensure service excellence.

To acquire skills and knowledge to develop strategies in both ‘market services’ and to ‘market through services’

To be able to implement the ‘state of the art’ service management thinking and promote a service-oriented mindset.

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2.3 Programme Structure

Module 01Introduction to Services Marketing

Introduction to services marketing 4Consumer behavior in service encounters 2

Developing service products 2

Module 02Building a Service Strategy

Positioning services 2Delivery of services 2Integrated service marketing communications 4Managing people in services 4Service environment 4

Module 03

Uplifting the Service Culture

Voice of the customers 4Building service relationships 4Service quality measures and matrices 4Providing leadership for services organizations 4

Assignment Briefing 4Revision 4Total 48

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SECTION 03 - REGISTRATION

3.1 Eligibility Requirement

Admission to the certificate in services marketing requires from candidates;

Must be a minimum of 16 years of age with a professional aspiration (After O/L) and

A good knowledge of the English language.

3.2 Required Documents for Registration

Document Type

An updated CV √

Photocopy of National ID/Passport √

2 Passport Size Photographs √

Photocopy of Education related certificates √

3.3 Registration and Re-Registrations

All students are expected to collect the student membership card within one (1) month of the date of registration closing. A registration is valid ONLY for nine (09) calendar months.

Students are required to fully pay registration and coaching fees within a month from the commencement of classes. The Institute will impose a penalty of 10% for any late payment. Registration closing dates and payment deadlines are notified trough the intake time table.

Registration or re registration fees cannot be transferred.‐ Students are expected to inform any changes of their contact details immediately to

[email protected]. Those changes should not create an interruption so that there will be no breakup in communication.

3.4 Membership

All students are required to apply for membership under the relevant categories.

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3.5 Student Card

All registered students will receive a student card. The followings are important factors concerning this card:

The student card will act as proof of registration with the programme.

Unavailability of the student card prohibits the student from entering the examination hall.

It is the responsibility of the student to retain the student card at all times for course study purposes.

In the event the student card is lost, a student could obtain a new one by paying LKR. 1,000/=

3.6 Registration Number

All registered students receive a Registration Number. This number should be quoted on all assignments, examination scripts and in any other correspondence with the Education Division and is the only number, which should be used.

Sample of Registration number is as follow,

(E.g. Student Registration No –0000012345) TAI

3.7 Student Concerns and Complaints

Note: Refer the contact details in page no.30

3.8 Student Discipline Procedure

The Student Disciplinary Procedure applies to all SLIM students from the day of enrolment up to completion of their programme of study. It provides a framework of acceptable behavior and inform the types of activities that constitute student misconduct and how such matters will be dealt with by the SLIM.

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The following are the behaviors that may result in disciplinary action by the SLIM.

• Any form of bullying or discrimination• Any form of physical, emotional or verbal threat• Abusive, offensive, aggressive language or behaviour• Misuses or unauthorized use of SLIM Premises or Property• Acts of violence• Disruption to the learning of others• Inappropriate use of IT including social media and cyber bullying• Use of mobile devices to record images / voice of anyone without their knowledge or

permission• Damage to or defacement of any property belonging to SLIM or SLIM Stakeholder• Action likely to cause or impair the health, safety and wellbeing of any SLIM

Stakeholders• Any Criminal Offence• No proper dress code while attending the SLIM Classes.

A student who is the subject of a complaint of misconduct may be suspended from the programme pending a disciplinary hearing and, if applicable, any subsequent appeal. Such a suspension is reserved for cases of serious misconduct and may be made with or without any reasonable conditions.

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SECTION 04 - PROGRAMME OUTLINE

PROGRAMME: CERTIFICATE IN SERVICES MARKETING

MODULE 1: INTRODUCTION TO SERVICES MARKETING

1.1 Module Description:

Module one provides an idea about what services marketing is and the importance of services in our economies. The nature of service and the unique characteristics of services such as intangibility, inseparability, perishability and variability will be highlighted while emphasizing on the distinctive challenges inherited in services context with a brief introduction to the Service Marketing Mix (7 P's) and how it can be used to create a great service strategy.

A clear understanding on consumer needs and behavior in both high contact and low contact services will be elaborated. The service consumption model further discusses how customers search and evaluate alternative services when making purchase decisions and respond to service encounters.

Due to the competition and intensity of customer expectations in all service industries, creating new approaches to market services are discussed in order to create value to customers.

Areas under module 01 HoursIntroduction to Services Marketing

8Consumer behavior in service encounters Developing service products

1.2 Detailed Syllabus Outline

1 Introduction to services marketingWhat is services marketing?Unique characteristics of servicesServices marketing mixChallenges in services marketing

2 Consumer Behavior in Service EncountersThree stage model of service consumptionInfluence of external factorsConsumer decision making process

3 Developing Service Products

Planning & designing the process map

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Process layouts and blueprints New service innovations and developmentServices Branding

1.3 Reference Reading

Case 1: Sullivan Ford Auto World

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MODULE 2: BUILDING A SERVICE STRATEGY

2.1 Module Description:

This module begins with a detailed discussion on service positioning. The significance of service positioning can be justified through: diverse customers’ needs, purchasing behaviors, and consumption patterns. Therefore, this lesson emphasise on the importance of a focus strategy for competitive advantage rather than trying to compete in entire market.

Thereafter, this module will focus on services marketing mix. Service are delivered through physical and electronic channels. Strategies to deliver experience, performance and solutions through traditional and electronic channels will be discussed. The main objective of integrated service marketing communications is to ensure service marketing communication objectives are achieved utilising a variety of communications channels including traditional marketing channels and digital marketing channels.

The success of the service organizations is always lies behind their commitment to effective management of human resources including recruitment, selection, training, motivation and retention of employees. It is probably harder for any competitor to duplicate high performance human assets compared to any other corporate resource.

Service environment is a crucial area as the physical service environment plays a key role in customer experience in shaping the service experience and enhancing the customer satisfaction and it allows to understand the effective use of capacity and managing the service demands.

Areas under module 02 HoursPositioning Services

16Delivery of ServicesIntegrated Service Marketing CommunicationsManaging people in ServicesService Environment


4 Positioning Services Services Capability AnalysisMarket Segmentation, Targeting & Positioning ServicesCompetitive Strategies in Services Augmenting Services

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5 Delivery Of Services

Modes & Context of Delivery Of ServicesStrategies of DeliveryRole of Service Delivery Through Innovations and TechnologyChallenges of Service DeliveryService Benchmarking

6 Integrated Service Marketing CommunicationsIntegrated Marketing CommunicationsServices Communication through New Age MediaChallenges in Services Communication

7 Managing People in ServicesUnderstanding Emotional LabourRole of Customer Contact StaffHire, Motivate, and Retain Service EmployeesStaff Empowerment in Service Delivery Ethics in Service Delivery

8 Service Environment

Introduction To Services EnvironmentServices LandscapePricing The Services Effective Use Of Capacity & Managing Demand


CASE 2: Dr. Beckett's Dental Office

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MODULE 03: UPLIFTING THE SERVICE CULTURE

3.1 Module Description

This module mainly emphasise on service strategies which encourage customer feedback to increase customer satisfaction and retention and to recover from service failures. Building service relationships provides an overview on achieving profitability through creating relationships with customers and finding ways to build and reinforce customer loyalty through effective customer relationship management system.

Both productivity and quality are necessary and related factors for financial success of organisations. Service quality will be discussed through gaps modes, SERVQUAL and TQM and analyzing tools such as Pareto Analysis and root cause analysis.

Areas under module 03 HoursVoice of the Customers

16Building Service RelationshipsService Quality Measures and MatricesProviding Leadership for Services Organizations


9 Voice of the CustomerUnderstanding Customer Complaining BehaviourComplaint Culture and Its AdvantagesDesigning Effective Complaints Handling and Recovery SystemsHandling Customers in Digital Era

10 Building Service Partnerships

Customer Service and Customer Relationship ManagementBuilding Customer Loyalty (Loyalty Ladder and The Wheel of Loyalty) Strategies to Arrest Customer ChurnInternal Marketing

11 Service Quality Measure and MatricesMeasuring and Improving Service QualityService Quality Models (The Gaps Model, SERVQUAL & TQM)Analysis of Service Quality Problems ( Pareto Analysis & Root Cause Analysis)

12 Providing Leadership for Services OrganizationsLeading from All Levels – Top Down Service Leadership & Bottom Up Service LeadershipThe Seven Rules of Service Leadership

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Case 3: Report of the Don Horne

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SECION 05 - DELIVERY AND ASSESMENT

5.1 Delivery Method

Conceptual frameworks will be introduced through formal lectures, directed and independent learning. These concepts will be developed and explored in class room through the presentations, video clips, case studies and discussions. Class discussions will be used in relation to real life industry experiences or industry expertise. Candidates are expected to incorporate his/her work experience in search of the theoretical framework of sales/marketing in different contexts.

Lecturing: Approved panel of lecturers on module to module basis according to their areas of expertise.

Examinations and Moderations: All papers are moderated by independent moderators and ratified by the Council of Education.

5.2 Evaluation Method

All modules contain both formative and summative assessment components. Summative assessments for each stage will be based on an individual assignment, presentation and a final written examination.

Both Stage I & Stage II are assessed by a 03 hours closed book examination, an individual integrated assignment with presentation. The distribution of marks weight is as follows.

Individual Assignment - 40% Written Examination - 60%

Individual Assignment

Students are required to identify a service organization from any of the services sectors, preferably the one that they are working for. They are required to identify a service gap in the organization and justify the importance of rectifying the identified gap. Thereafter, they are required to make recommendations to improve, overcome or minimize the identified problem. This has to be presented through a written report.

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Report content Format

Cover Page Assignment marking scheme Table of Contents Executive Summary – Synopsis of the assignment report An introduction to the organization

o This should be in your own words and should not be copied from the internet Identification of a services gap

o This may be an issue related to any of the service areas that you have learnt such as service quality related, customer compliant handling, customer relationship management etc)

o Highlight the resulting adverse effects and also the significance of the problem Suggest a solution to resolve the gap with the involvement of the theoretical concepts

learnt in the classo You are encouraged to attach pictures to support the problemo The report should be 2000-2500 words. Should include all the areas above.

Annexure references

Written Examination

All students are required to pass the written Examination at the end of each stage. The Written Exam is a 03 hour exam covering all modules of each stage. Attendance is mandatory for each examination. If you are not present for the examination, you will be consider as absent for the examination.

Structure of the Question Paper

Part one 40 Multiple Choice Questions 1 Mark x 40=40 MarksPart two 10 Structured Questions 4 Marks x 10=40 MarksPart three 2 Essay Type Questions 10 Marks x2=20 Marks

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5.3 Grading System

Grade Marks LevelFail (F) Less than 39 Marks

Ordinary Pass (OP) 40 to 64 MarksGood Pass (GP) 65 to 74 MarksMerit Pass (MP) 75 Marks and above

5.4 Recommended Texts

Wirtz, Chew & Lovelock (2012). Essentials of Services Marketing, 2nd edition, Pearson Education

Kaufman, R. (2012). Uplifting service. [New York, NY]: Evolve Publishing

Journal of services marketing

5.5 Notification of Results

SLIM website will carry results of the examination and the respective study centers will issue results sheets after one month from the date of releasing the results.

5.6 Result Sheets and Transcript Issuing

Education Division requires prior notice of three working days if transcripts are required. The decision of the examiners will be final. Answer scripts and assignments will not be available for the scrutiny of students.

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SECTION 06 – ASSIGNMENT GUIDELINES

6.1 Assignments Process

The unique feature of this programme would be the application of classroom learning to practical work situations by way of assignments. Assignments require the student’s due attention and importance.

Assignments test mastery of, and the ability to apply the studied content to a particular situation or context. A practical assignment may include;

Take home individual assignments Concept papers/books Field surveys Critical review of literature Projects Application of theory/metaphor Problem analysis Independent study

6.2 Assignment Structure

6.2.1 Individual Integrated Assignment

Each student should complete the individual assignment individually. This integrated assignment takes written form only.

6.2.2 Both hard copy and soft copy of the assignments have to be submitted by the assignment due date. Failure to do so will lead to loss of up to 10 marks and a fine of LKR 1,000 for each late individual assignment.

Students should retain a copy of the submitted assignment. Examiners preserve the right to request for this on a need basis. SLIM will issue an acknowledgement and it must be retained by the student as proof of submitting the assignment.

6.2.3 All assignments must have the correct registration number or numbers clearly stated.

6.2.4 The maximum amount of marks allocated for assignments will be 100%.

6.2.5 SLIM has sole ownership of completed and examined assignments

6.2.6 The criteria to be adhered to, when submitting assignments follow;

Students need to rename the file as given below and email it in PDF format to [email protected]

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mailto:[email protected]

Study Center-Registration Number--Intake & Year

Ex: Colombo-0000012345-CSM 2018

6.2.7 Distribution of marks for assignments will indicate in the assignment.

6.3 Assignments Content

Development of professional report writing skills is the idea behind assignments, which come with guidelines.

The guidelines in preparing the assignment report.

6.3.1 Assignments should be word-processed and should be spiral bound.6.3.2 All assignments should take report format.6.3.3 Cover page of the assignment:

a) Refer 6.4 for a sample of the cover page of an individual assignment.b) Refer 6.5 for a sample of a cover page of a group assignment.c) Do not insert any pictures on the cover page of the assignment.

6.3.4 Order of the headings:The students may adopt the following criteria if specific instructions are not given.

Cover page Assignment marking scheme Assignment Table of Contents Executive Summary – Synopsis of the assignment report Introduction – Description of the assignment Methodology – State the methodology followed in carrying out the assignment. Body of the assignment – Headings and content Findings & Conclusion Recommendations Annexure References

6.3.5 Formatting

a) One sided typing on A4 sheets.

b) Text font to be “Times New Roman”

c) Font size of body text to be 12pt. (except headings)

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d) Line spacing should be 1.5 lines. This does not apply in case of references made to a published article or an interview.

e) The margins on the top, bottom and the right should be 1 inch while the left hand margin should be 1.25 inches.

f) The minimum words should be 3,000 words excluding annexure.

g) Text should be justified.

h) Beginning of each paragraph should be 4 spaces indented.

6.3.6 Headings and Numbering

a) The main headings should be bold and the font size 14pt. Every main heading should be preceded by an Arabic numeral (example: 1) indented to the left of the page. Main headings should be in title case.

b) The subheadings should not to be bold and the font size 12pt. Every subheading should be preceded by a second level Arabic numeral (example: 1.1) indented to the left with four spaces from the main heading. Sub heading should also be in title case.

c) Any other subheadings, under each of the above subheadings, differentiated with a), b), c), etc. These subheadings should be in regular font and should be four spaces indented from the immediate sub heading. The following is an example:

1. Main Heading

1.1 Sub Heading

a) Sub heading

b) Sub heading

6.3.7 Quotationsa) Please note any text extracted from books, magazines, annual reports and newspapers should be given due credit.

b) Any quotations, which are more than two text lines, should be indented four spaces from the margin and should be produced using single spacing between lines. At the end of the quotation, within brackets, indication of the surname of the author, year of publication and the page number of the referred text separated by a column. This type of a quotation should not have any quotation marks. Please see the example as follows:

c) The buying centre may attempt to negotiate with its preferred suppliers for better prices and terms before making the final selection. Marketers can counter the request for a lower price in a number of ways. (Kotler, 1997: 218)

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d) If the quotation is a short phrase, then you can include it with the text line within quotation marks giving reference to the author, publication year and the page.

6.3.8 References

a) All tables, figures, charts and illustrations need to be numbered and reference at the top indented to the left, mentioned. An example follows:

Table 01: Annual Sales Forecasting Volumes

b) Indented to the left hand side, below the chart or table, mention the source references. An example would be as follows:

Source: Yearbook 1996, Central Bank of Sri Lanka

c) The last page of the assignment should carry a list of all references presented in alphabetical order, based on the surname of the author and listed using an Arabic numerals.

d) The reference should start with the surname of the author followed by his/her other names followed by the name of the publication in bold letters within quotation marks. Edition, publisher, the year and the referred pages should follow using single spacing between lines. See an example below:

Kotler, P. (1997) “Marketing Management”. 9th ed., India: Prentice Hall, pp. 128 - 150.

6.3.9 Distribution of marks for following assignment guidelines

Section Distribution of MarksCover page 2Order of headings as specified in the assignment 2Formatting 4Headings and numbering 4Quotations 2References 4Overall Quality 2Total 20 marks

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6.3.10 Plagiarism: Academic Honesty

Plagiarism is defined as borrowing the work of other people and using it as if it were one’s own in such a way as to mislead the reader. This generally, takes place when work in sections or as a whole (paragraphs, chapters, modules, etc.) is extracted from various sources without proper acknowledgement.

Recourse to the services of ‘ghost-writing’ agencies (for example in the preparation of essays or reports) or to outside agencies which offer ‘correction or improvement of English’ is strictly forbidden, and if students make use of the services of such agencies they are liable for an academic penalty.

Use of unacknowledged information downloaded from the internet also constitutes as plagiarism. Examinations and assignments are designed to assess the student’s knowledge. Therefore, work submitted should be their own. For some assessments, it is also illicit to reproduce material, which students have used in other work/assessment in the same program.

The Council of Education will severely deal with any student who deliberately and deceitfully attempts to mislead the examiners of Sri Lanka Institute of Marketing. . Those assignments will be marked as failed.

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AA.4 Cover Page Format – Individual Assignment

INDIVIDUAL INTEGRATED ASSIGNMENT (IIA)

Assignment Topic

Student Name

Reg. No.

(Month, Year) Examination

Certificate in Services Marketing (CSM)

Sri Lanka Institute of Marketing (SLIM)

(Study Center)

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Times New Roman16 ptBold

All capitals


All capitalsTimes New

Roman, 14 pt, Bold, Title

Case


Title Case

SECTION 07- EXAMINATION

7.1 Examination Rules and Regulations

7.1.1 Examination Time Table

• Examinations will be held in accordance with the published time table which will be available at www.slim.lk and will include the date, time and venue of the examination

• Students should read the Examination Timetable carefully to ensure that they have been correctly entered for their examinations and know the time, date and location of the examinations they are required to take.

• Misreading the Examination Time table will not be accepted as a satisfactory explanation for absence from an examination.

• Special arrangements cannot be made to accommodate a student’s personal preferences, unless these arise from specific religious requirements identified by the student at the beginning of the academic year, or are associated with reasonable adjustments identified by SLIM.

7.1.2 Admission to the examination venue

• Candidates must bring the following to gain entry to the exam room: The Examination Admission Form The SLIM Student Registration Book or the National Identity Card or Passport

• Anyone unable to meet these requirements will NOT BE PERMITTED into the exam centre.• Candidates who have not registered for the exam will not be allowed to sit for the

examination. Walk ins are NOT accepted.‐• Dress Code All candidates must dress appropriately for the examination preferably smart‐

casual.• Candidates should be present at the examination venue 20 minutes before the published

time.• Candidates may not enter the examination venue until instructed to do so by the Chief

Invigilator.

7.1.3 Entering and leaving time

• Candidates are not permitted to leave an examination during the first 30 minutes and the last 30 minutes.

• Candidates are only permitted to leave at the Chief Invigilator’s discretion.

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7.1.4 Alternative examination arrangements

Alternative examination arrangements may be made for students with long or short term medical conditions, specific learning difficulties or disabilities.

Requests for alternative examination arrangements shall be notified to the SLIM Education Division.

Only recommendations supported by a doctor will be considered.

7.2 Exam materials

• Any personal belongings such as mobile phones, books, notes or written material of any kind must be left in an area designated by the invigilators. They should not, under any circumstances, be left near your desk.

• You must switch off all mobile phones prior to entering the exam room.• No candidate may bring any food and drink into the examination venue, with the exception

of water in a transparent plastic bottle from which all labels have been removed.• Calculators– Electronic calculators must be non programmable, non communicating, silent‐ ‐

and self powered. Calculators must be clearly visible on the desk so that Invigilators can‐ inspect them.

• Dictionaries– Bilingual or non business dictionaries may be used by candidates.‐• Candidates must submit the dictionary to the invigilators for inspection; the dictionary

must not contain any material other than that which was originally printed in it; and the dictionary must be printed on paper; it cannot be electronic.

• Any unauthorized material will be removed by invigilators and may be retained at the end of the examination as evidence in any potential academic misconduct case.

7.2.1 Electronic devices in examinations

• Electronic devices include: mobile phones, laptops, calculators, MP3 players, PDAs, pagers, electronic dictionaries, CD players, mini disc players, smart watches.

• All electronic devices (including cell phones) are prohibited. All cell phones must be turned off and stowed away during the exam. In the event that a cell phone is left on and rings during an exam, the Invigilator will report the incident to SLIM. This may result in the exam being disqualified.

• SLIM accepts no responsibility for any loss or damage to mobile telephones or other electronic devices while in the exam venue.

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7.2.2 Conduct during the examination

• Candidates are required to comply with all instructions announced by the invigilators.• If you need to leave the room to go to the toilet you must be accompanied by an

invigilator.• Any candidates requiring assistance during the examination must raise their arm and wait

for an invigilator to come to them.• A candidate whose conduct is, in the opinion of the Chief Invigilator, disturbing to other

candidates and who persists in such behaviour after receiving a warning from an invigilator shall be required to leave the examination venue.

• Smoking is not permitted

7.2.3 Completion of examination materials

• At the start of their examination, candidates are provided with the necessary materials on which to answer the examination questions.

• Candidates are required to answer their examination in accordance with the instructions on the front of the examination paper, and in accordance with any instructions announced by the Chief Invigilator.

• Candidates are required to write their answers in English.• Candidates may be required to answer their examination in one or more answer books or

on the examination paper itself.• Candidates must ensure that their registration number is entered on the front of each

script book.• All sheets of paper used must be included with the completed script book at the end of the

examination with the rough work crossed out.• No other paper, unless supplied by the invigilators, must be used during the examination.

7.3 Academic Misconduct

Academic misconduct in examinations includes the following prohibited activities:

• Taking information which includes notes in any format, books, electronically stored data or illegitimately annotated copies of dictionaries, notes made on parts of a candidates’ body, etc. into the examination.

• Accessing or using a communication device (cell phone, smart watches..etc.) During the exam.

• Talking or communicating in any other way with other candidates in the examination room during an examination.

• Looking at or copying from another candidate’s paper.• Enabling another candidate to copy from one’s paper.• Disturbing other candidates during the exam.• Threatening or verbally abusing an invigilator responsible for reporting improper conduct.

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• Impersonation or attempted impersonation of a student.• Leaving the exam room without the permission of an invigilator 7.4 Breach of Examination Rules

Any breach of the Examination Rules will lead to the candidate being penalised. Any serious violations of examination rules will be referred to the Council of Education for necessary action. Final decision will be based on a face to face inquiry.

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SECTION 08 - CERTIFICATION CEREMONY

8.1 Award of Certificate

Only students who have successfully completed all components of examinations & assignment and paid all fees in full will be awarded the certificate at the Annual Certification Ceremony.

Certification Ceremony fee will be charged from all completed students and certificates should to be collected within three (03) months from the date of the certification ceremony. Details of the Certification Ceremony will be notified in writing to all students.

The students who perform well at the examinations are given special awards.

The Institute has the right to withdraw/ cancel any certificate if any information provided on the admission forms /certificates are found to be false.

8.2 SLIM Membership

All qualified students could apply for either the associate or the ordinary membership status based on their work experience and as required in the constitution

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SECTION 09 - CONTACT DETAILS

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Contact Details

SLIM HOME

NO; 94, Ananda Rajakaruna Mawatha,Colombo 10.

Email:[email protected]

Tel: 011 2 675 000Fax:011 2 691 660

Miss. Nanduni Nishima DahanayakaManager Education

E-mail: [email protected]: 070 3 662 176

SLIM BUSINESS SCHOOL COLOMBO

NO; 50, Kitulwatta Road,Colombo 08.Email: [email protected]

Tel: 011 4 722 522

Mr. V.MadhusoothananAssistant Manager - Academic Affairs

Email: [email protected]: 070 3 774 586

Mr. Kavinda RathnayakeBussiness School Coordinator – CSM Program

Email: [email protected] Tel: 070 3 258895

SLIM BUSINESS SCHOOL KANDY

NO; 524/1, Peradeniya Road,KandyEmail: [email protected]

Tel: 081 2 203 006

Ms. Indika HerathRegional Manager – Central Operations

Email: [email protected]: 070 3 732 845

Mr. Namith KalingaBussiness School Coordinator – NDSM Program

Email: [email protected] Tel: 070 335 4513






