Service Strategy Marketing Academic Writing -- 3

Research Report - Master Level

Marketing Professional/Academics Strongly preferred. Please write a proposal for further consideration.

Materials and the service marketing textbook will be provided online. An example slide that you would need to take into account for this written report is attached for review.

Due Date:

13 October

Task Description:

As we move increasingly towards a more service-based economy, the marketing of service(s) presents a number of challenges to marketers. Some firms seem “stuck” in a goods-based mentality, using out-dated and often inappropriate tools and strategies. The goal of this research project is to choose ONE of the weekly topics presented in this module (e.g., building customer relationships, service recovery, service communication etc.) and undertake a detailed examination of this topic, using chapter readings, journal articles, case studies and your own personal experiences. As part your critical analysis, you will be required to review the key issues presented in the lectures and make assessments of how these concepts, tools, strategies will enable an organisation to compete more effectively in today’s interconnected marketplace.

The written report (2500 words excluding appendices) should outline your topic, the “theory” that has been addressed as part of your examination of the topic, your critical analysis, implications for practice (recommendations for the organisation) and conclusions.

It is important that you reference applicable academic articles throughout and justify your recommendations, providing specific examples to illustrate. When writing your report also be mindful of how a marketing manager could use your report, that is, it should contain practical recommendations and be well grounded in “theory”.

Research: Note that you are expected to use academic and industry/news references. You need to at the very least, include key theory discussed in class/textbook and also synthesise academic and industry secondary research.

Report Format:

Cover page

Executive Summary. (single-line spacing, approximately 250 words, not included in word count)

Table of contents. Immediately following the Executive Summary should be a table of contents for your report. There should be a logical reasoning (apparent to the reader) for the sequence you have chosen. (not included in word count)

Main body of report. The main body of the report should include an introduction that sets up what is going to be discussed in the later pages. Theory, critical analysis, practical application and recommendations. (double-line spacing, Times New Roman 12pt font)

Conclusion. The report should end with a brief conclusion section that ties the entire project together and reveals major insights gained during the research process about your chosen firm. (double-line spacing, Times New Roman 12pt font)

References. You need to reference throughout the report. (alphabetical listing by author's surname, single-line spacing, not included in word count)

Skills: Marketing, Research Writing

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