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.   AssessmentInformation  SubjectCode: MKT203 SubjectName: ServicesMarketing AssessmentTitle: IndividualCaseStudy Weighting: 30% TotalMarks: 30 DueDate: 17thApril201703.55pmAESTonlinesubmission  AssessmentDescription Assessment1:IndividualCaseStudy Weighting:30% Length:1200words Due:Week5 Description: Thisassessmentrequiresstudentstoreadandanalysethecasestudyandanswerthequestions.  QRcodes:whatarethey? Usingtheirmobilephones,today’sconsumersareabletoscanspecific‘QuickResponse’(QR)codestoaccessparticularcontentof interest.Thesearedisplayed,inadvertisementsandothercompanycommunications.QRcodesmaybescannedbyusingamobile phonecameraona3GͲenableddevice,enablingtheconsumertoinstantlyconnecttospecificmobilecontentand/orinformation.QR codesprovideaccesstocontentsuchasmobilewebpages,promotionaldeals/offersormaps.  Examplesoftheseinclude: • ScanningaQRcodeonanewspaperarticleandyoucouldgostraighttoamobilewebsite,whichprovidesadditional information; • Downloadingacouponatthesupermarketoramovietraileratthecinema; • ScanningandinstantlysendaTXTtoenterapromotionorprizedraw; • ScanningtheQRcodeonaconcertposterandpromoterscansendyouthetourdates. A keyadvantageofusingQRcodesisthatlong,cumbersomeURLsarenolongerneeded.Instead,consumersareabletosimplyscan theQRcodetoretrievetheirdesiredinformation.TheQRcodesuniquelyidentifyinformation,theyaresimilartobarcodesseenon supermarketproducts.QRcodeswereoriginallydevelopedinJapanforMcDonald’sforconsumerstolookupthenutritional informationforspecificmenuofferingswithMcDonald’salsousingQRcodesforredeemablediscounts.Theconsumerjustusestheir phoneatthecounter.QRcodesarenowusedforAustralianandNZExportstoJapanandatairportsallaroundtheworldforpassenger boarding.  Gallerieisacompanyspecializinginfooddistribution.Galleriedistributesgourmetfoodproductsdirectlytoconsumers,cafésand cookingschools.UsingQRcodes,Galleriehasstreamlinedtheiroperationsandtheircustomersareabletoobtaininformationabout ingredients,healthͲrelatedissues,recipesandtheproducts’and/oringredients’countryoforigin,aswellascodestheoptionto receivenewslettersandspecialoffersiftheywish.Withouthavingadvertisedinthemainstreammedia,Gallerienowhasadatabaseof morethan200000consumersbasedonQRcodeusage.WhiletheadoptionofQRcodesislaggingbehindinmanycountriestheyare beingadoptedinAustralia,NewZealand,Britain,theUnitedStatesandJapaninmanyindustrysectors.Thereisnoquestionthatthis technologyhasenabledbusinessestocircumventthecomplexityofoperationsanddistributionusingQRcodes.  WoollastonestateswinesareanotherexampleoftheadoptionofQRisthewineindustry.Specifically,WoollastonEstatesuseQR codestomarkettheirproducts.EachoftheWoollastonwinesincludesaQRcodeonthebottlelabelforconsumerstoscanusingtheir mobilephoneiftheyareinterestedinreadingfurtherinformationaboutthecompanyanditsproducts.ByusingtheQRcodes,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. consumersareabletoobtainwinereviews,viewimagesoftheproductsandthewinery,oraccesstastingnotesrelatingtothe Woollastonrange.  BasedonthediscussioninthecasestudyonQRcodespleaseanswerthefollowingquestions.    SourceAdoptedfrom:CasestudytakefromChitty,W,Hughes,A&D'alessandro,S2012,Servicesmarketing,OxfordUniversityPress,Sth.Melbourne,Vic.  StudentsaretoapplyMarketingandServicesMarketingtheoryandconceptslearntinclassandmake recommendationsalongwithaddressingabovequestions. Thecaseshouldbeformattedasfollows  1. Maxof1200words 2. Includeatitlepage,introduction,answertoeachquestion(titlepageandintroductionarenotincluded intheworkcount) 3. Studentsarerequiredtosupporteachanswerwithatleast2ServicesMarketingtheoriesandconcepts fromthecoursematerialforeachanswer. 4. Acorrectlyformattedreferencelistisrequired.  Yourlecturerwillprovidemoredetailsduringthetutorialstoassistwiththisassessment.  Feedback:Commentsandamarkwillbereturnedtoyouwithintwoweekofsubmission. Belowisthemarkingguide,whichwillbeusedtoprovideyouwithyourgradeandsummaryfeedback. Casestudyquestions 1. Inwhichstage(s)oftheconsumerdecisionͲmakingprocessmayQRcodesbeofparticularrelevance? 2. DoyouseeamarketingopportunityforQRcodesintheservicessector?Explainwhyorwhynot,andillustrateyour answerbyusingexamplesfromtheservicessectorsuchasretail,financialservices,healthservices,publicsectorutilise andtransport.. 3. ThecasestudyoffersexamplesofhowQRcodescanbypassmultiplelayersofdistributionandsupportmarketing. Specifictotheservicessectorwhataresomepotentialadvantagesofthis? 4. HowmayQRcodesaffectconsumers’perceivedriskofproductswithintheservicessector? 5. Whichotherformsofinteractivecontentand/orinformationmaybedevelopedtosupportserviceoperationsand customersatisfactioninthefuture?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.