Service Marketing and Relationship Marketing Combining Data Augmentations Research Proposal Project Quality and Management Funda…

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Assessment Details and Submission Guidelines
Unit Code
Unit Title
Service Marketing and Relationship Marketing
Assessment Type
Assessment Title
Individual assignment
Purpose of the
assessment (with
ULO Mapping)
This assignment requires students to learn the knowledge and then apply the
learning to answer the questions.
35 % of the total assessments
Total Marks
35 marks
Word limit
3000 words
Due Date
Friday 8/10/2021 at 11.59pm
• All work must be submitted on Blackboard by the due date along with a
completed Assignment Cover Page.
• The assignment must be in MS Word format, no spacing, 12-pt Arial font
and 2 cm margins on all four sides of your page with appropriate section
headings and page numbers.
• Reference sources must be cited in the text of the report, and listed
appropriately at the end in a reference list. Students must follow Holmes
Adapted Harvard Referencing. Instruction is provided in page 3.
Part 1: Why Starbucks Failed in Australia – 1000 words – 15 marks
Watching the video in the link provided and answer these questions below. Students must
use the information from the video to support the answers.

Question 1
Provide, and discuss the causes of Starbucks’ failure in Australian Market. Discuss about the
importance of understanding consumer behaviour before getting into a new market (8
Question 2
What lessons might be learned for other service firms cross international boundaries? (7
Part 2: Great Eastern Life Insurance – 1000 words – 10 marks
Watching the video in the link provided and answer these questions below. Students must
use the information from the video to support the answers.

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Question 3
To overcome the problems of its life insurance service intangibility, Great Eastern uses
tangible cues in its advertisement. Explain how (2 marks)
Question 4:
Analyse the “Great Eastern advertisement” case using the 5 Ws (Who, What, How, Where,
When) model in the integrated marketing communications planning process. (8 marks)
Part 3: Case study – 1000 words – 10 marks
Select 2 main competitors in Arline Industry. Introduce briefly about their price strategy in
100 words. Compare their pricing strategies. Can you determine who is the leader and who is
the follower with regards to pricing decisions? Explain your opinion in 900 words.
Reference requirement
Assessment Design – Adapted Harvard Referencing
Holmes has implemented a revised Harvard approach to referencing. The following
guidelines apply:
1. Reference sources in assignments are limited to sources which provide full text
access to the source’s content for lecturers and markers.
2. The Reference list should be located on a separate page at the end of the essay and
titled: References.
3. It should include the details of all the in-text citations, arranged alphabetically A-Z by
author surname. In addition, it MUST include a hyperlink to the full text of the cited
reference source. The following is an example reference;
For example:
Hawking, P., McCarthy, B. and Stein, A. 2004. Second Wave ERP Education, Journal
of Information Systems Education, Fall,
4. All assignments will require additional in-text reference details which will consist of
the surname of the author/authors or name of the authoring body, year of
publication, page number of content, paragraph where the content can be found.
For example;
“The company decided to implement a enterprise wide data warehouse business
intelligence strategies (Hawking et al, 2004, p3(4)).”
Non-Adherence to Referencing Guidelines
Where students do not follow the above guidelines:
1. Students who submit assignments which do not comply with the guidelines, a 10%
penalty will be applied.
2. Late penalties will apply, as per the Student Handbook each day, after the student/s
have been notified of the resubmission requirements.
3. Students who comply with guidelines and the citations are “fake” will be reported
for academic misconduct.
Academic Integrity
Academic honesty is highly valued at Holmes Institute. Students must always submit work
that represents their original words or ideas. If any words or ideas used in a class posting or
assignment submission do not represent the student’s original words or ideas, the student
must cite all relevant sources and make clear the extent to which such sources were used.
Written assignments that include materials similar to course reading materials or other
sources should include a citation including source, author, and page number.
In addition, written assignments that are similar or identical to those of another student in
the class is also a violation of the Holmes Institute’s Academic Conduct and Integrity Policy.
The consequence for a violation of this policy can incur a range of penalties varying from a
50% penalty through to suspension of enrolment. The penalty would be dependent on the
extent of academic misconduct and the student’s history of academic misconduct issues.
All assessments will be automatically submitted to Safe-Assign to assess their originality.

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