HC2112 Service Marketing and Relationship Marketing

Assessment Details and Submission Guidelines
Trimester	T2 2019
Unit Code	HC2112
Unit Title	Service Marketing and Relationship Marketing
Assessment Type	Report
Assessment Title	Individual assignment
Purpose of the assessment (with ULO Mapping)	This assignment has 2 Parts. While the First Part requires students to have knowledge about integrate marketing communication, the Second Part focus more on the operation system of service industry. Students should apply the learning from lecture 1-9 to address 2 Parts of this assignment. In detail requirement can be found below.
Weight	35 % of the total assessments: 20% for Part 1, 15% for Part 2
Total Marks	35 marks: 20 marks for Part 1, 15 marks for Part 2
Word limit	3000 words : 1000 words for Part 1, 2000 words for Part 2
Submission Guidelines	All work must be submitted on Blackboard by the due date along with a completed Assignment Cover Page. The assignment must be in MS Word format, no spacing, 12-pt Arial font and 2 cm margins on all four sides of your page with appropriate section headings and page numbers. Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using Harvard referencing style.

Part 1: Short case study – 2 questions. Each question is worth 10 marks. Total: 20 marks (1000 words for 2 questions)

Integrated marketing communications: Gangnam Style

South Korea rapper and musician Psy (real name Park Jae-Sang) burst onto the world stage in 2012 with his smash hit music video ‘Gangnam style”. It was such a global phenomenon that in four short months since its launch in July 2012, it became the most watched YouTube video of all time. It currently retains this title with over 1.6 billion views and counting.

An analysis of “Gangnam style” and Psy’s rise to fame shows that it is no accident. While the most visible aspect of Psy’s marketing communications of his music and brand is on Youtube, it is through the planning and implementation of an integrated communications strategy that such explosive exposure was achieved.

Long before launching the “Gangnam style” video, Psy’s record label YG Entertainment had been building up the foundation for maximum reach across a number of channels. Their line-up of artists had accounts across multiple social media platforms with millions of subscribers (YouTube), followers (Twitter) and fans (Facebook). YG Entertainment also spend time setting up partnerships with other influential players in the music industry such as Will.i.am and websites such as AllKpop.com. These preparations beforehand ensured that any outgoing communications would gain high-volume views and reach from day one.

One the video was launched, the initial high volume was leveraged to gain the attention of more traditional and generalist media sources. First, the song’s popularity was covered by online technology publications Gizmo and Gawker, which then lead to coverage by traditional media powerhouses such as Billboard, CNN and Skynews. One mainstream attention was achieved, all other major media sources began taking note and spotlighting “Gangnam style”, thus ensuring its record-breaking success.

Questions for discussion

Analyse the “Gangnam style” case using the 5 Ws (Who, What, How, Where, When) model in the integrated marketing communications planning process.
Watch the “Gangnam style” video. Explain how the communications content adds value to consumers of Psy’s music. What impact does content have on the video’s success?

Gangnam Style video can be found on this link:

https://www.youtube.com/watch?v=mIQToVqDMb8

	Rubric for Part 1 Short Case Study
STANDARDS	EXEMPLARY 8-10 marks	SATISFACTORY 5-7 marks	UNACCEPTABLE 1-4 marks
1. 5 Ws (Who, What, How, Where, When) model in the integrated marketing communications planning process.	Identify 5 Ws correctly Logical Sequence: Clearly states concepts, issues and question to be resolved; clearly summarises concepts, findings, and conclusions.	Identify 5 Ws correctly Summarises concepts, issues and question to be resolved; clearly summarises concepts, findings, and conclusions, but lacks some details	Identify some of 5 Ws correctly Is vague about concepts, issues and question to be resolved; clearly summarises concepts, findings, and conclusions does not provide a summary of the whole discussion
2. Explain the communications content adds value to consumers of Psy’s music. What impact does content have on the video’s success?	Clearly explanation Describes concepts and relevant findings, illustrates problem to be solved	Provide some explanation and concept correctly that are relevant but lack of the connection between all the discussion	Provide some explanation and concept but does not describes concepts and relevant findings, problem to be solved, and does not explains the significance of the elements, concepts

Part 2: Individual report – 15 marks (2000 words)

Choose a real-life service organisation that you are familiar with.

Prepare a flowchart of the back-stage as well as the front-stage operations of this business.

Using this flowchart, explain the significance of the service encounter, and its managerial implications.

The written component of the essay should not exceed 2000 words (12 fonts, Arial or Times New Roman single spaced)

Flowchart

Backstage

Front stage

Explanation of significance of the service encounter
Analysis of managerial implications
Essay format & presentation

	Rubric for Part 2 Individual Report
STANDARDS	EXEMPLARY	SATISFACTORY	UNACCEPTABLE
Executive Summary 2 marks	1.5 to 2 marks	1 marks	0-0.5 marks
Executive Summary 2 marks	Logical Sequence: Clearly states concepts, issues and question to be resolved; clearly summarises concepts, findings, and conclusions.	Summarises concepts, issues and question to be resolved; clearly summarises concepts, findings, and conclusions, but lacks some details	Is vague about concepts, issues and question to be resolved; clearly summarises concepts, findings, and conclusions does not provide a summary of the whole project
Introduction and Report Contents 2 marks	1.5 to 2 marks	1 marks	0-0.5 marks
Introduction and Report Contents 2 marks	Provides background into the Service organisation and topics and summarises important findings, describes concepts and relevant findings, illustrates problem to be solved; explains the significance of the elements, concepts, issues and problem to an audience of non-specialists	Provides background into the Service organisation and topics and describes concepts and relevant findings, problem to be solved;	Provides background into the Service organisation and topics, but does not describes concepts and relevant findings, problem to be solved, and does not explains the significance of the elements, concepts, issues and problem to an audience of nonspecialists
Discussion of the topic concepts and elements. 8 marks	7-8 marks	4-6 marks	0-3 marks
	Addresses the topic with clarity; organises and synthesises information; provides examples, and draws conclusions	Addresses the topic; lacks substantive conclusions; sometimes digresses from topic of focus	Presents little to no clarity in formulating conclusions and/or organisation of information
Summary 2 marks	1.5 to 2 marks	1 marks	0-0.5 marks
Summary 2 marks	Presents a logical explanation for findings; presents clear recommendations and/or implications for future resolutions	Presents a logical explanation for findings	Does not adequately explain findings
Mechanics, documentation and Harvard referencing 1 marks	1 marks	0.5 marks	0-0.25 marks
	Is free or almost free of errors of grammar, spelling, and writing mechanics; appropriately documents sources. Correct Harvard format	Has errors but they don’t represent a major distraction; documents sources.	Has errors that obscure meaning of content or add confusion; neglects important sources or documents few to no resources

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