Services Marketing Assignment 600550 Draft Brief.
For over 300 years, we have raised our families on traditional Yorkshire values of
honesty, integrety, and hard work thanks to productive fishing in these bountiful
waters. HFIG proudly represents the nearshore, inshore, and offshore Fishermen of
the Holderness Coast running from Flamborough Head southwards to Spurn Point.
The Group supports sustainable fishing efforts across the industry to ensure another
300 years of Fishing prosperity can be passed on to our future generations.
Construction and equipping of the facility generously funded by the West of
Morecambe Fisheries Fund and the European Marine Fisheries Fund through the UK
Marine Management Organisation and the Holderness Coast Fisheries Local Action
Group. Continuing partial research support kindly made possible through an annual
gift from Ørsted UK.
Serving our Coast
Operations both at sea and on shore are provided through Marine Scientific Services,
Ltd. Gains from all commercial contracts are 100% reinvested into the Yorkshire
Marine Research Centre and the Holderness Fishing Industry Group’s research
programs directly benefiting our regional seaside communities.
Individual Assignment Services Marketing 600550 2021/2022
Based on hfig’s set of activities you are to identify how the organization can
enhance its education-based activities and reputation as a provider of learning
You are required to think about what educational based events would be
attractive in the marketplace and to different potential users.
Specify the education event(s) – the offer.
Explain what “customer journey”, “customer experience” and “customer
mapping” mean in the context of the educational event.
Produce a blueprint/process map to identify weak/potential fail points.
Identify and make recommendations of how performance can be improved, use
industry best practice from similar organizations to guide you in developing your
ideas. Think about this in terms of touch points at pre-experience, consumption
and post experience.
Consider and provide evidence as to how the strategies you identify can support
the experience of the customer to develop positive WOM and underpin
relationship management opportunities.
In thinking through the “offer” you may find it useful to think about the
following questions (note other factors may also exist):
• What the nature of events should be (type, duration, facilities and
• When they should run and how many per year (schedule)
• What would be attractive in the market place (competitor offerings, best
practice, value proposition, price point)
• Which customer segments to target and how
• How they could use events to create customer experience congruent
with their own mission and brand (customer journey)
• Risk of undertaking the activity and how these can be mitigated.
• How immersive should the experience be?
• What type of customer numbers would be needed to make it viable
(commercially and from a customer experience perspective)?
• Are their learnings from organizations which have tried and succeeded or
failed in similar activities?
• What specific customer experience factors need to be considered both
positives and negatives?
• Some indication of how to “launch” such an event.
• Costs, budget, profit?
This is an Individual assignment:
Acting as a business consultant, you are required to produce a management
report. It is critical that the “offer” is congruent with the Brand and ethos of
HIFG. The maximum length for the assignment is 3,000 plus 10 PowerPoint
slides with a maximum of 500 words, excluding list of references, figures,
diagram and tables. Submission deadline 11 January 2022 no later than 16.00.
The report presentation should be in clear professional report format. Marks
are awarded for the quality and clarity of presentation
• All contact with “hfig” must be via the module leader.
• Assignment is to be produced as a professional report.
• Assignment length – 3000* (not including cover page, executive
summary, contents, data charts, references and appendices).
• You are expected to produce 10 PowerPoint slides in the format of a
“sales pitch” based on the ideas you create. This will be submitted as an
appendix to the main report and should not exceed 500 words (part of
the 3500 words).
• You must acknowledge any factual sources of information and include
references to ideas, assertion or concepts used in your discussion.
Failure to adequately referencing resources is treated as plagiarism
under regulation of The Business School, University of Hull.
• You must use Harvard Referencing System to state any factual sources of
information in the text and the list in a bibliography. You can find further
details of how to do this in the Business School Study Skills Handbook.
• It may help to have someone read through your assignment in draft
form, to detect any grammatical errors, spelling mistakes, typing errors
or confusion in your use of language. Careless work rarely achieves top
marks and good presentation can help a strong argument to be
understood more easily.
Content Requirement, students must demonstrate:
•Knowledge of the subject area in question.
•The ability to search out additional (relevant) material to that given in
•The ability to marshal material into logical and coherent lines of
reasoning in critical and analytical fashion.
•The ability to inform the reader whilst answering the question.
•The ability to acknowledge the contribution of others with accurate and
appropriate referencing (use Harvard Referencing System) – when
relevant to use.
Indicative Marking Scheme
Services Marketing Marking
Executive Summary 5
Event description / explanation 25
Main body – explanation and justification of
Use of frameworks 10
Presentation Quality 5
Quality of Sales Pitch 10
The module has the following Learning Outcomes:
• 1: a. Select and explain theories of services marketing and management
that are complex, coherent and detailed and are at, or informed by, the
forefront of the subject and professional practice.
• 2: b. Demonstrate breadth and depth of awareness, and understanding
of issues at the forefront of services marketing and management.
• 3: c. Make judgments by critical analysis and evaluation in relation to
unpredictable and complex literature and situations
• 4: d. Devise and sustain an argument supported by significant evidence
and use of quality and contemporary literature sources in the subject
of services marketing and management
• 5: e. Convey complex information effectively in written/spoken English
which is accurate, appropriate, and has clarity whilst demonstrating
command of grammar, syntax, vocabulary-choice and style which is
appropriate to a services marketing and management context.
• 6: f. Identify and solve complex service related problems in both
business-to-business and business-to-customer service contexts by
identifying the main characteristics of the problem
• 7: g. Select, justify and use appropriate theoretical approaches from
services marketing and management literature, including those at the
forefront of the subject and in professional practice.