Tutorial Letter: Guidelines for Examination Advanced Services ... - imm

Tutorial Letter: Guidelines for Examination Advanced Services Marketing 4 (ASER401) – OPEN BOOK Semester One 2014 Dear Student Please refer to the guidelines for the May 2014 Advanced Services Marketing 4 examination. It must be noted that this examination is an OPEN BOOK examination, requiring candidates to APPLY their knowledge of the theory to the provided case study. There has to be argument, critique and debate around the question at hand and the answer provided must be critical and insightful. The application part of the answer counts 80% whilst the theoretical part counts only 20%. The different themes that could be assessed in this paper include:          

Introduction to services Consumer behaviour in services Customer expectations and perceptions of services Service innovation and design Listening to customers through research Building customer relationships Customer-defined service standards Employees’ roles in service delivery Service recovery Integrated services marketing communications.

There are four (4) questions that will be assessed for this module. The questions vary in marks, between 20 and 30 marks and can be divided into sub-questions. The questions all require insight and the answers an argumentative approach illustrating application of reason. Conceptual debate is an inherent skill that will empower the student to discuss an answer critically, focusing on the case study at hand – a financial services industry case study. May we also remind you that we are always available to assist with academic queries. Academic queries should be submitted in writing to: [email protected]. Kind regards IMM GSM Team