MANAGING MARKETING IN SERVICE ORGANIZATIONS

ESSAY QUESTIONS 2017-18

Your answer should be based on academic articles and your reference list should include a minimum of five academic articles.

You should illustrate the points you make with examples from the service sector. Please refer to the marking criteria listed below.

Word limit 2,000 (no plus or minus 10%).

The coursework will be submitted online via Turnitin on the MMSO Moodle site

The essay question is:

 

“Discuss the main challenges for marketing managers presented by the heterogeneity of services.”

 

Please include opportunities as well as challenges of heterogeneity.

 

 

Course work marking criteria
Use of academic materials

Appropriate choice of academic articles

Depth and breadth of reading

Depth of knowledge and understanding of services marketing concepts

Mark 

 

40

Analysis and discussion

Quality of analysis and discussion

Focus on answering the question

Understanding of services marketing in practice

 

 

40

Presentation

Structure

Clarity and tone of writing

Overall presentation

Correct use of APA referencing system

 

 

20

 

Last Updated on February 10, 2019