MKTG1268 Services Marketing – Final Assessment Piece Semester 3, 2025, Singapore

General Assessment Details

• Assessment Piece: Final Assessment Piece.
• Availability: Tuesday, 7th October, 2025, at 9 am Singapore time.
• Total Questions: Three (3) questions, each with two compulsory parts.
• Weighting: 30% of the total marks for this course.
• Submission Due Date: No later than Sunday, 19th October, at 11.59 pm Singapore time (the canvas submission time reads as 2.49 am Monday, 20th October AEDT).
• Submission Method: Via the Submit button on the Assignment section on Canvas under Assessment Task 3: Final Assessment Piece.

Submission Requirements

Part 1: Word Document

• Complete ONE TOTAL Word document of 1000 words (+- 10%) to answer questions 1a, 2a and 3a.
• Academic Articles are NOT ALLOWED in this assessment piece, and any information from them will be marked down.
• Definitions are ALSO NOT ALLOWED in this assessment piece, and they will also be marked down.
• Title Page: Develop a Title Page showing your full name, RMIT student number, and the total word count (excluding Turnitin). This page must be at the front of your Word document and is not included in the word count.
• Research & Referencing: In-depth secondary research for all questions is required. In-text citations and a Reference List using Harvard referencing are required in both your Word document AND your infographic.
• Word Count Exclusions: The word count does not include the Title Page, the Reference List, or the Infographic/Poster. It also does not include tables, diagrams, graphs, figures, photos or mockups.

Part 2: Creative Infographic/Poster

• Complete ONE TOTAL Creative Infographic/Poster to be developed to answer questions 1b, 2b and 3b.
• This MUST be saved as A3 size.
• In-text citations and a Reference List using Harvard referencing are required in the infographic.

Penalties and Academic Integrity

• Late/Incorrect Submission Penalty: You will be penalised 10% per day late if you submit the incorrect document or submit it more than 15 minutes late. Additional information on Penalties can be found on Canvas.
• Individual Work: This assessment task is to be completed individually and without consultation or discussion with any others. Any student who breaches this requirement through media or consultation will be investigated for academic misconduct.
• Staff Assistance: Lecturers and the course coordinator can only help you understand the wording of the question/s or submission detail information. They cannot help you with how to complete this assessment or what you should include. None of the teaching team can read any drafts or give advice.

Extension Application

• Up to 7 Days Extension: Application must be completed on Canvas in the Assessment 3 section and attached with required documents. Must be completed by Thursday, 16th October, at 11.59 pm (Singapore time).
• Longer than 7 Days Extension or After the Deadline: Follow the procedure for applying for Special Consideration, complete the application form, and send it directly to them with your documentation attached.

Case Study: The Sheraton Towers Singapore

Singapore’s 5-star hotel industry is one of the most dynamic and competitive in the Asia–Pacific region. Hotels must compete not only on service excellence but also on innovation and guest experience due to the high concentration of international luxury brands and consistently strong visitor demand. Traditional strengths are now considered baseline expectations.

Sheraton Towers Singapore, located near the Orchard–Newton precinct, is known for elegant accommodation, renowned dining, and reliable service for business and leisure guests. However, management recognises the need to differentiate its brand experience as competition intensifies. Newer properties appeal to younger, experience-seeking local audiences who value thematic stays and lifestyle-driven amenities.

To remain competitive, Sheraton must explore new ways to add relevance and emotional value to its service offering while preserving its reputation for understated sophistication.

In reviewing emerging trends in the Singapore market, Sheraton Towers has identified a growing interest among 5-star hotels in developing pet-friendly staycation packages. Competitors such as Sofitel Singapore Sentosa Resort & Spa, InterContinental Singapore, and Conrad Singapore Orchard have introduced such offerings and achieved strong publicity and local engagement. Currently, Sheraton Towers does not offer a pet-friendly staycation, maintaining a more traditional luxury positioning. However, with its outdoor pool, garden-view rooms, and quieter Newton/Orchard fringe location, the property is well-suited to pilot a Pet Staycation Package. As part of its strategic review, Sheraton is now considering whether to introduce a Pet-Friendly Weekend Staycation Package as a new addition to its portfolio. The management team is evaluating how such a package might enhance guest loyalty and reinforce The Sheraton’s position as a responsive and innovative 5-star hotel within Singapore’s evolving hospitality landscape.

Final Assessment Questions

QUESTION ONE

• a. Conduct a detailed segmentation analysis to identify potential customer groups who may be interested in a pet-friendly weekend staycation at The Sheraton Towers Singapore. Based on your analysis, select TWO segments that you recommend The Sheraton focus on when developing its Pet-Friendly Weekend Staycation Package. Justify your choices with clear reasoning and supporting evidence.
• b. Based on this analysis, develop a detailed customer persona for each of the two recommended segments. Your personas should visually illustrate how each segment’s needs, expectations, and behaviours would shape their response to The Sheraton’s proposed Pet-Friendly Weekend Staycation Package.

QUESTION TWO

• a. After researching the three competitors mentioned in the case study , propose FIVE additional services or experiences that you believe The Sheraton could include in its Pet-Friendly Weekend Staycation Package for EACH of the two segments identified in Question 1a to differentiate itself.
• b. Create a labelled Flower of Service diagram showing how The Sheraton could integrate these elements for EACH of the two segments.

QUESTION THREE

• a. Develop a detailed promotional strategy to launch and communicate these FIVE new services effectively to EACH of the two segments identified in Question 1a. For each segment, recommend how to promote these using: one traditional media; one email to existing customers and two different social media platforms. Explain how EACH of these recommendations would reach and engage EACH target segment (4 media for EACH segment).
• b. Design promotional mock-ups for the launch of The Sheraton’s new Pet-Friendly Weekend Staycation Package — one traditional, one email to existing customers, and two different social media platforms. These are to be mockups for EACH of the two target segments identified in Question 1a (a total of 8). Create different professional visuals that demonstrate your creativity. Your mock-ups should reflect Sheraton’s 5-star brand image while appealing specifically to EACH segment’s motivations, media habits, and lifestyle values.