Explore role and nature of services management in strategic marketing

Purpose of the Assessment

The purpose of this assignment is to explore in academic and practical terms the role and nature of services management in strategic marketing.

Assessment Task

Referring to the goods-services spectrum, Hooley, Piercy and Nicoulaud say that “increasingly, companies operating at the left-hand end of the spectrum are looking to enhance differentiation through focus on the intangible elements on offer. These include branding the offer and the delivery of service to augment the physical product offer. At the right-hand end of the spectrum companies and other service providers are recognising that the type and quality of the service they offer is their major means of differentiation. The line between tangible and intangible elements is becoming blurred and moving downwards, so that the intangible elements are becoming increasingly important across the whole spectrum”.

Hooley, G., Piercy, N., and Nicoulaud, B., (2012) Marketing Strategy and Competitive Positioning, 5th Ed. FT Prentice Hall p.356.

In developing your report, please ignore the dimension of branding – the focus should be on service.

You are required to deliver a business report addressed to a specific person in your identified unit – the CEO or equivalent.

The report should have:

• a sound theoretical and conceptual perspective, containing evidence of critical debate within an appropriate academic literature. A minimum of 6 academic journal articles should be referred to. Please check the Online Library link on Nile, and access the Reading List to access the journals and articles database.
• an effective practical application, which makes management recommendations.

Assessment Breakdown

• Structure and Presentation (15%): Correct use of referencing, bibliography. Structure and quality of written expression
• Use of Appropriate Literature (30%): Evidence of research within the academic literature. Reference to 6 academic papers is a minimum requirement. Avoid web sources like Wikipedia and marketingtutor.com – these have no academic credibility.
• Management application (25%): Evidence of ability to analyse and apply key concepts within a practical context. 
• Level of critical analysis (30%): Evidence of engagement with the academic literature. Flow and coherence of the theoretical argument, culminating in logical conclusions and recommendations.

Knowledge and understanding

a) justify,  using robust practical and theoretical evidence, the application of marketing across a variety of organisational contexts.

b) apply a range of analytical models and conceptual tools and techniques in the marketing decision process, in particular with respect to environmental analysis, marketing planning and control to produce superior marketplace performance.

c) Demonstrate knowledge applied to evaluate marketing practice in relation to the cross-functional aspects of  business & management with the goal of enhancing long-term shareholder value or other measures of success

Subject specific skills

d) Synthesise complex organisational based information, together with dynamic external data into effective marketing lead planning strategies.

e) Create an implementation plan, by which the marketplace strategy may be made effective

Key Skills 

f) Demonstrate an ability to work effectively in a leadership role in order to carry out marketing tasks linking theory to practice.

g) Make discriminating use of a range of learning resources in order to solve organisational marketing related problems.

h) Communicate the solutions arrived at, and the thinking underlying them, in written form.

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