辅导 27285 Services and Retail Marketing讲解 R编程

Assignment Remit

Module Learning Outcomes:

This assignment is designed to assess the following module learning outcomes. Your submission will be marked using the Grading Criteria given in the section below.

In this assessment the following learning outcomes will be covered:

LO1: Explain service and retail marketing principles and analytical techniques

LO2: Analyse the importance of the retail and services sectors to the world, national and local economies

LO3: Appraise and critique the complex relationships between service and retail providers;customers; suppliers and additional stakeholders

LO4: Critically analyse the role of employees in retail and service organisations

LO5: Evaluate the ethical responsibilities of service and retail organisations in the light of current and emerging technologies, including its digital element.

LO6: Critically analyse the problems and challenges experienced by service and retail organisations and demonstrate thoughtfully considered solutions

Assignment 2 – Individual Assignment

Assignment Title: Analysis of a Service Provider or a Retailer’s Strategy

Select ONE service provider or retailer of your choice. Using your service provider or retailer evaluate their strategy. Your service provider or retailer may be either online, in-store or both. The following areas must be discussed:

a. Critically evaluate your service provider’s or retailer’s strategy. Identify THE MOST IMPORTANT STRATEGY for your company and support your choice with theoretical evidence. Areas that you may want to consider are (you are not limited to these areas – please look at the module content as a whole) (1000 words):

- Product range

- Brand strategy

- Innovations

- Use of technologies

- Customer experience

- Place design and location

- Customer service

- Online strategy

b. Analyse the ethical and social responsibility strategy of your service provider or retailer. Evaluate and appraise the CSR or ethical practices of your service provider or retailer. Areas you may want to consider are - you are not limited to these areas – please look at the module content as a whole. You should ensure that you use the theories within the module or from wider reading to support your arguments (1000 words):

- Sustainable design

- Farming and sourcing practices

- Work with charities

- Pay

- Employee Benefits and Opportunities

- Product design

c. Using the innovations from your group assessment, make TWO recommendations for your chosen service provider or retailer on how they can enhance their strategic offering. You should ensure that you use the theories within the module or from wider reading to support your recommendations (1000 words).

The report should contain substantial evidence of wider academic reading. A minimum of 15 peer reviewed academic journal articles should be used.

*You must use services and retail theory and not general marketing theory e.g. Porter’s 5 Forces/ BCG Matrix. To gain maximum marks you should provide evidence for the statements that you make. This may include applying further service and retail theory to your chosen company.

Word Length:

A maximum of 3,000 words – please ensure that the word count is listed on your coursework. There is no additional allowance. This excludes tables, models and the reference list etc.

The word counts for section A, B and C listed above are a guide only – it is essential that you do not exceed the maximum allowance of 3000 words.

Assignment Structure:

Your structure the essay as follows:

· Short introduction to your company (you should not include a long company history or company overview)

· Section A

· Section B

· Section C

· Short conclusion – you should not introduce any new information in the conclusion – this should be a very short summary

· Reference list (using Harvard Referencing conventions)

You should NOT include additional appendices – all tables/ models/ pictures must be included within the main body of your assignment