MKTG1268 Final Assessment Piece (FAP) RMIT : Semester 3, 2024 – Services Marketing, Singapore

This is your final assessment piece. It is available for download at 9 am Singapore time (12 noon Monday AEDT) on Monday, 7^th October 2024. There are three (3) questions in this Final Assessment Piece. Each question has two parts, and all parts of every question are compulsory. This Final Assessment Piece is worth 30% of the total marks for this course.

 Task:

You are required to complete ONE TOTAL Creative Infographic/Poster to be developed to answer questions 1a, 2a and 3a. This must be completed using PowerPoint (saved as A3).

You are also required to complete ONE TOTAL Word document of 1000 words (+- 10%) to answer questions 1b, 2b and 3b.

QUESTION ONE

1a. Draw the 3-service consumption model for a family considering Confinement Services for the mother and baby.

1b. Discuss each stage of the 3-step service consumption model and FIVE perceived risks a consumer may experience and recommend how the Confinement Centre can mitigate these risks.

QUESTION TWO

2a. Draw the Flower of Service model for ONE of the Confinement Service Centres discussed in the case study.

2b. Make recommendations for FIVE additional services it might add to its suite of services to distinguish it from the other competitors discussed in the case study and why you think these might appeal to this segment.

QUESTION THREE

3a. Draw a complete Service Blueprint that describes the steps a family would take to decide, book and stay at a Confinement Service Centre of your choice from the ones discussed in the case study.

3b. Identify FIVE key personnel from this Service Blueprint and provide a detailed discussion of their roles in delivering these luxury services to both the mother and baby. THREE of these staff must be front-stage employees, and TWO must be back-stage employees.