HC2112 Service Marketing and Relationship Marketing Assignment


Purpose of the assessment

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.

Questions for discussion

1. Analyse the “Gangnam style” case using the 5 Ws (Who, What, How, Where, When) model in the integrated marketing communications planning process.

2. 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?

Individual report

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) 

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