Holmesglen: SH_BHM 13-Nov-2013 J:\Higher Education\BACHELOR OF HOSPITALITY MANAGEMENT\BHM\Teaching materials\Stage 4\BHM206 Services Marketing\BHM206 Assessments\Sem 1
2014\9196_BHM206_ass3_case study analysis_sem12017.docx
ASSESSMENT 3 TASK COVER SHEET
Course Name: Bachelor of Hospitality Management
Course Code: BHM16
Subject Name: Services Marketing
Subject Code: BHM206
Assignment title/Item: Case Study Analysis Report
Word Count Limit: 2000
Weighting: 40%
Semester/Trimester: Sem. 1, 2017
Lecturer/Tutor: Cynthia Tang
Due date: Week 12 (28th May 2017)
Aim:
This case study analysis aims to develop students’ understanding and application of the theories of services
marketing. They will demonstrate an understanding of the unique nature of services marketing and how it differs
from product marketing. The analysis of a case study allows students to apply their knowledge through
exploration of specific techniques utilised by identifiable companies.
Assessment brief:
Choose one of the following case studies from Lovelock (2014) Services marketing: an Asia-Pacific and
Australian Perspective:
MK Restaurant: an emerging Asian brand p 475
Starbucks Failure in Australia, p 462
Banyan Tree – Branding The Intangible p 444
Use the case study as a base to explore the theories and principles of services marketing. Develop a detailed
analysis of the case study, covering the following:
Identify and explain the key aspects of the case study, with respect to services marketing principles and
practices
Analyse the practices represented in the case study (do they represent best practice or problems?),
using services marketing theories as a base for your argument
Based on your understanding of the theories, make specific recommendations for further development of
the organisation studied
Your analysis and discussion should be supported by at least three credible and academic sources. Use
Holmesglen APA referencing style. You could refer to this link for correct referencing:
http://www.holmesglen.edu.au/students/learning_commons_library/research_and_referencing/referencing
Submission:
All assignments must be written in report format, with a correctly formatted cover page and submitted through
Brightspace by Week 12, 28th May 2017.