Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Information Subject Code: MKT203 Subject Name: Services Marketing Assessment Title: Individual Case Study Weighting: 30% Total Marks: 30 Due Date: 17th April 2017 03.55 pm AEST online submission Assessment Description Assessment 1: Individual Case Study Weighting: 30% Length: 1200 words Due: Week 5 Description: This assessment requires students to read and analyse the case study and answer the questions. QR codes: what are they? Using their mobile phones, today’s consumers are able to scan specific ‘Quick Response’ (QR) codes to access particular content of interest. These are displayed, in advertisements and other company communications. QR codes may be scanned by using a mobile phone camera on a 3G‐enabled device, enabling the consumer to instantly connect to specific mobile content and/or information. QR codes provide access to content such as mobile web pages, promotional deals/offers or maps. Examples of these include: • Scanning a QR code on a newspaper article and you could go straight to a mobile website, which provides additional information; • Downloading a coupon at the supermarket or a movie trailer at the cinema; • Scanning and instantly send a TXT to enter a promotion or prize draw; • Scanning the QR code on a concert poster and promoters can send you the tour dates. A key advantage of using QR codes is that long, cumbersome URLs are no longer needed. Instead, consumers are able to simply scan the QR code to retrieve their desired information. The QR codes uniquely identify information, they are similar to barcodes seen on supermarket products. QR codes were originally developed in Japan for McDonald’s for consumers to look up the nutritional information for specific menu offerings with McDonald’s also using QR codes for redeemable discounts . The consumer just uses their phone at the counter. QR codes are now used for Australian and NZ Exports to Japan and at airports all around the world for passenger boarding. Gallerie is a company specializing in food distribution. Gallerie distributes gourmet food products directly to consumers, cafés and cooking schools. Using QR codes, Gallerie has streamlined their operations and their customers are able to obtain information about ingredients, health‐ related issues, recipes and the products’ and/or ingredients’ country of origin, as well as codes the option to receive newsletters and special offers if they wish. Without having advertised in the mainstream media, Gallerie now has a database of more than 200 000 consumers based on QR code usage. While the adoption of QR codes is lagging behind in many countries they are being adopted in Australia, New Zealand, Britain, the United States and Japan in many industry sectors. There is no question that this technology has enabled businesses to circumvent the complexity of operations and distribution using QR codes. Woollaston estates wines are another example of the adoption of QR is the wine industry. Specifically, Woollaston Estates use QR codes to market their products. Each of the Woollaston wines includes a QR code on the bottle label for consumers to scan using their mobile phone if they are interested in reading further information about the company and its products. By using the QR codes,Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. consumers are able to obtain wine reviews, view images of the products and the winery, or access tasting notes relating to the Woollaston range. Based on the discussion in the case study on QR codes please answer the following questions. Source Adopted from :Case study take from Chitty, W, Hughes, A & D'alessandro, S 2012, Services marketing, Oxford University Press, Sth. Melbourne, Vic. Students are to apply Marketing and Services Marketing theory and concepts learnt in class and make recommendations along with addressing above questions. The case should be formatted as follows 1. Max of 1200 words 2. Include a title page, introduction, answer to each question ( title page and introduction are not included in the work count) 3. Students are required to support each answer with at least 2 Services Marketing theories and concepts from the course material for each answer. 4. A correctly formatted reference list is required. Your lecturer will provide more details during the tutorials to assist with this assessment. Feedback: Comments and a mark will be returned to you within two week of submission. Below is the marking guide, which will be used to provide you with your grade and summary feedback. Case study questions 1. In which stage(s) of the consumer decision‐making process may QR codes be of particular relevance? 2. Do you see a marketing opportunity for QR codes in the services sector? Explain why or why not, and illustrate your answer by using examples from the services sector such as retail, financial services, health services, public sector utilise and transport. . 3. The case study offers examples of how QR codes can bypass multiple layers of distribution and support marketing . Specific to the services sector what are some potential advantages of this? 4. How may QR codes affect consumers’ perceived risk of products within the services sector? 5. Which other forms of interactive content and/or information may be developed to support service operations and customer satisfaction in the future?COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Case Study Marking Rubrics Criteria HD (High Distinction) DN (Distinction) CR (Credit) P (Pass) NN (Fail) Introduction o Comprehensive statement of aims and scope. o Sufficiently detailed statement of aims and scope o Solid outline of aims and scope o Brief outline of aims or scope o Does not state aims or scope Research and Analytical Skills o Critically analyses and interprets business specific information to an excellent level of understanding. o Analysis clearly identifies, defines and applies relevant theories and concepts. o Extensive research is evident; quality selection and range of scholarly sources employed. o Analyses and interprets business specific information to a high level of understanding. o Analysis convincingly identifies, defines and applies relevant theories and concepts. o High degree of research effort evident; quality selection and range of scholarly sources employed. o Analyses business specific information to a good working knowledge. o Good working knowledge of relevant theories and concepts. o Research is focused, drawn from an appropriate range of scholarly sources, however could be more extensive in nature. o Analyses business specific information to a limited degree. o Analysis identifies, defines and applies limited relevant theories and concepts. o Research effort limited however evident; both in-text referencing and reference list employed. o Analysis lacks depth, and interpretation lacking or irrelevant. o Analysis does not identify, define or apply relevant theories and concepts. o Research is either absent or lacks focus due to unsuitable choice of sources. Conclusion o Draws together the key findings of the analysis comprehensively and convincingly. o Excellent evaluations with succinct & highly developed recommendations. o Draws together the key findings of the analysis comprehensively. o Very good conclusions with a number of credible recommendations. o Draws together the key findings of the analysis in a well-written manner. o Good conclusions with several reasonable recommendations. o Draws together the findings of the analysis in an acceptable manner. o Acceptable conclusions with limited recommendations. o Does not draw together the key findings of the analysis. o No real conclusion apparent. Communication, Structure and Presentation o Writing is consistently cohesive and of excellent academic and professional standard. o Grammar and spelling are flawless (or close enough) throughout the report. o Seamless flow between discussion points and sections. o Report is professionally presented to required formatting standards. o In-text referencing and reference list are correct. o Writing is cohesive and of high academic and professional standard. o Grammar and spelling are of excellent quality throughout the report. o Logical and rational flow between discussion points and sections. o Formatting is well presented with only minor errors. o In-text referencing and reference list are mostly correct. o Writing is easily readable but not always cohesive. o Grammar and spelling are very good. o Ideas/themes developed, but connections not always obvious. o Flow and readability have opportunity for improvement. o Format chosen is mostly appropriate. o In-text referencing and reference list are very good but there are some errors. o Writing is understandable but infrequently cohesive. o Grammar and spelling contain some errors. o Critical thinking shows limitations. o Format chosen is good enough but requires improvement. o In-text referencing and reference list are acceptable but errors are obvious throughout. o Writing mostly disjointed, demonstrating little or no structure. o Spelling and/or grammar impact on flow and readability. o No evidence of critical thinking. o Format chosen lacks structure and cohesion. o In-text referencing and/or referencing list missing and/or incorrect. Comments: Assignment Mark/Grade:COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.