Faculty of Business and Law

ACADEMIC YEAR 2022/23

COURSEWORK ASSESSMENT BRIEF

REFERRAL

Module Code: UMKDQ4-15-M

Module Title: The Service Concept: Design and Delivery

Submission and Feedback Submission Deadline: Before 14.00 on TBA

Dates
N.B. all times are 24-hour clock, current local time (at time of
submission) in the UK

Marking and feedback Supply date no later than 20 working days after the late submission
deadline: window date unless alternative date agreed at TBA

Submission Details: Component A

Assessment Component A - Individual Report that also includes a

reflective statement based on your feedback and how you
have responded to it

Assessment Weighting: 100% per cent of total module mark

Size or length of 2000 words + 500 words reflective statement

assessment:

Assessment Instructions

Referral Assessment Instructions

This referral assignment is worth 100% of the module mark in total, these are.

1. Write a 2000-word report (100% of mark) as per the assessment instructions - see
Blackboard. This may be a reworking of your original submission; consider feedback you

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 will have received from the first submission OR a completely new piece of work.

2. Include a reflective statement of no more than 500 words explaining how you have
responded to the marker’s feedback on your original submission. Submit both pieces in one
document.

NOTE: If you are submitting for the first time the reflective statement is not required.

Completing your assessment

The vehicle for assessment on this module comprises ONE element:

Assessment Instructions
Write a 2000-word report (include a reflective statement if this is your
second submission).
Component A: Individual Report: (worth 100% of the marks)

You will be expected to keep a journal throughout the course and record YOUR experience
of the services you encounter. You must include 5 detailed descriptions in your journal.
Each entry should be, up to 350-500 words maximum. These should be written from
BOTH a marketing and operations perspective. The journal is designed to help you
understand customer service expectations, and why as consumers we are sometimes satisfied
or dissatisfied with the service experience from a marketing and operational perspective.

By recording and analysing your own service interactions, particularly in reference to the
theories, tools and techniques of services marketing and operations, you should begin to
discover what is truly needed to deliver customer requirements. You will apply relevant
models and theory to the examples that they record. It is expected that the journal will
include details, which reflect the nature of the taught content of the module and will be
presented in a diary/reflective journal format.

You will Choose TWO of the Service Encounters from their service journal and provide
suggested solutions via the application of Marketing and Operations theory to the
problematic issues you have observed during your service encounters.

1. One of the selected encounters will apply only Marketing Models/theories.

2. The second selected encounter will apply only Operations models/theories.

Students will be provided with a list of suitable Marketing and Operations theories they have
encountered during the lecture series

++++++**PLEASE READ - IMPORTANT**+++++

The journal will be used to produce the Individual Report (2000 words)

The journal including ALL 5 encounters must be submitted as an appendix to

the report, but it is not included within the word count.
NOTE. If you do not submit the journal along with your individual report, you
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 will receive zero marks

Formatting

The journal should be word processed in 12-point font Times New Roman

Please use the following file format: Microsoft Word

Please ensure that you provide the following details on the first page of your coursework:
 Student Number
 Module Name and Number
 Word Count
 Journal Title
 Name both of the companies/events that are the focus of the 2000-word individual
report
 Attach all 5 journals to the end of the report and submit together in a single
document. The journal MUST be attached to the report.

The maximum word limit for this coursework is 2000 words.

The journal is not included in the report's word limit

In line with UWE Bristol’s Assessment Content Limit Policy (formerly the Word Count
Policy), word count includes all text, including (but not limited to): the main body of text
(including headings), all citations (both in and out of brackets), text boxes, tables and
graphs, figures and diagrams, quotes, lists.

What do I need to do to pass?

Read the assessment brief. Use BB and the attached resources. Prepare for your lectures by
familiarising yourself with the lecture material available via BB. If you are requested to
prepare for a session by reading a journal article/document, read the document in advance of
the session, and come prepared to discuss. Attend all your lectures.

Week 2, using the journal template provided (see BB assessment) start recording your
service experiences. Each week Marketing and Operations theories will be presented. It is
your task to select the appropriate model/s and apply them to your recorded service
experiences. It is imperative that you record a minimum of 5 service experiences as the
journal will be used to develop your individual report. The service experiences must be your
own and not descriptions of how service can / or should be. We are interested in what you
observed. For example, were your expectation met? If yes – how? If not, why not?

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How do I achieve high marks in this assessment?

Excellent understanding of concepts, significant relevant material. Excellent definition,

explanation, and critical appraisal of concepts. Shows detailed application of module
concepts relevant to the case study. Relevant concepts are applied for the area of study.
Always uses extremely detailed and relevant examples from the case study to support
argument. Methodology (observation) is very well explained using referenced support,
clearly aligned to the area of study. Data is very clearly and effectively presented. Excellent
recommendations for the organisation have been made. These have been based on and linked
back to the analysis of the case. Several additional module topics are used in the
recommendations.

How does the learning and teaching relate to the assessment?

This course will help students develop an understanding of services marketing and
operations, from planning to implementation. The course will cover a variety of key topics,
such as: customers and competitors; designing and implementing products and services;
managing customer strategy.

Learning in the module is achieved through a combination of class-based activity and

independent study. The classroom sessions are designed to actively support the development
of independent learning strategies by the students. The sessions combine tutor lead delivery
with a wide range of participative activities including case studies, problem-solving activities
and group discussion. The sessions require a significant amount of preparation by the
students in advance

What additional resources may help me complete this assessment?

There are a number of sources of support to improve your study skills, including:
 The UWE Library Study Skills pages – for online support and bookable workshops
 The Faculty of Business and Law’s Academic Success Centre for bookable
workshops
 Guidance on using UWE’s Library.

Specific study skills pages relating to this module include:

 How to plan and structure your writing
 Presentation skills
 Working in a group
 Writing skills
 Further research skills / techniques
 Report writing
 Reflective writing
 How to write critically
 Literature reviews
 English language support

Formative feedback provides opportunities to reflect on your ongoing work and preparation
for your assignment. This module incorporates a weekly lecture during which you will be

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able to develop ideas and receive feedback from the module leader. Meetings can also be
arranged with the module leader outside of the lecture.

Early presentation of the journals is essential to gaining timely feedback that can help build
the quality of your submission. This will be repeatedly encouraged through the lecture series

Further information about this assessment is available on the Blackboard site for this
module. See BB under additional resources.

What do I do if I am concerned about completing this assessment?

UWE Bristol offer a range of Assessment Support Options that you can explore through this
link, and both Academic Support and Wellbeing Support are available.
For further information, please see the Academic Survival Guide.

How do I avoid an Assessment Offence on this module?

Use the support above if you feel unable to submit your own work for this module.

1. UWE Bristol’s UWE’s Assessment Offences Policy requires that you submit work
that is entirely your own and reflects your own learning, so it is important to:
 Ensure you reference all sources used, using the UWE Harvard/OSCOLA
system (amend as appropriate) and the guidance available on UWE’s Study
Skills referencing pages.
 Avoid copying and pasting any work into this assessment, including your own
previous assessments, work from other students or internet sources
 Develop your own style, arguments and wording, so avoid copying sources
and changing individual words but keeping, essentially, the same sentences
and/or structures from other sources
 Never give your work to others who may copy it
 If an individual assessment, develop your own work and preparation, and do
not allow anyone to make amends on your work (including proof-readers,
who may highlight issues but not edit the work) and
When submitting your work, you will be required to confirm that the work is
your own, and text-matching software and other methods are routinely used to check
submissions against other submissions to the university and internet sources. Details
of what constitutes plagiarism and how to avoid it can be found on UWE’s Study
Skills pages about avoiding plagiarism.

Marks and Feedback

Your assessment will be marked according to the marking criteria in Appendix One.
You can use these to evaluate your own work before you submit.

In line with UWE Bristol’s Assessment Content Limit Policy (formerly the Word
Count Policy), word count includes all text, including (but not limited to): the main
body of text (including headings), all citations (both in and out of brackets), text
boxes, tables and graphs, figures and diagrams, quotes, lists.

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Instructions for submission

You must submit your assignment before the stated deadline by electronic submission
through Blackboard. Notification that the electronic submission portal is open for your
assignment is displayed (usually two weeks before the submission date) in the Coursework
tab in myUWE, the Coursework tab in Blackboard and via an announcement in the
Blackboard course

Please allow sufficient time to upload your assignment, as the system becomes busier and
slower as the deadline approaches. Only your final upload will be counted. Ensure all your
information is submitted at one attempt to avoid overwriting your intended submission.
Always check and retain your receipts.

Submissions of coursework by any other method (including a paper copy, on disk or by

email) are NOT permissible for this module unless specifically agreed in advance of the
submission date.

FIN

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 APPENDIX ONE:
Assessment criteria for the Individual Report

The Service Concept - UMKDQ4-15-M

Marking criteria Needs

Excellent Good Satisfactory Fail
(Total mark: 100%) improvement
Acceptable
understanding
of concepts Poor
Satisfactory
Good limited relevant understanding
Excellent understanding of
understanding material of course
KNOWLEDGE & understanding
of concepts,
concepts from
included or not concepts,
UNDERSTANDING of of concepts, both operations
relevant provided significant
the course concepts significant and marketing,
material concepts from irrelevant
from both marketing relevant mostly relevant
included. both operations material
material. material included.
and operations. Excellent
Good definition
Satisfactory
and marketing. included.
Provides academic and explanation Definition Unclear
definition, definition,
definitions and explains of concepts, provided but the definition, no
explanation, and explanation, and
concepts in own words. with limited explanation sources used
critical appraisal analysis of
critical might not be and limited to
(20%) of concepts. concepts. Largely
appraisal. clear or no explanation
descriptive.
complete, of concepts.
improper
sources.

Shows general
application of the
Shows detailed
Shows good module concepts
application of
application of relevant to the Shows limited
module
module case study from application of
concepts
APPLICATION concepts both Ops & module
relevant to the Very limited
(application of concepts case study.
relevant to the marketing. concepts
use of concepts
to the case) case. Understands most relevant to the
Relevant and theories.
Applies the module A wider base of concepts which are case study.
concepts are Application is
concepts to the case relevant related to study. Application is
applied for the not given or
concepts (on Satisfactory incomplete or
study from both area of study.
that topic) is application of inappropriate.
considered.
operations and Always uses No use of
applied. concepts with Not many
marketing and uses extremely examples to
Examples from minor relevant
relevant examples from detailed and support
the study are misunderstandings examples used
relevant argument.
the case study. relevant; these . to support
examples from
(20%) are used well to Sometimes uses arguments
the case study to
illustrate each relevant examples, made.
support
argument. some examples out
argument.
of context of
argument.

METHODOLOGY
AND DATA
PRESENTATION Methodology is Methodology is
Methodology is Methodology is provided and an not clearly
Presents an very well well explained attempt at explaining presented; no No methodology
understanding of the explained using with limited is provided, very referenced support is discussed.
appropriate method of referenced referenced little to no referenced provided.
support, clearly support. The support. No attempt to Data is not
collecting data, aligned
aligned to the area method aligns to The method doesn’t align with area of presented or only
to the area of study. of study. the area of study clearly link to the study. partially,
Data collected is Data is very but may not be area of study; not confusingly
presented in such a way clearly and clearly explained. well explained. Data is presented presented.
effectively Data is presented Data is provided but in a confusing
as to enhance the presented. effectively. presentation can be way.
effectiveness of the confusing.
argument.
(10%)

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 Marking criteria Needs
Excellent Good Satisfactory Fail
(Total mark: 100%) improvement
EVALUATION & Mostly integrated
Well integrated Predominately
CONCLUSIONS study with in-
Largely integrated study with some
descriptive,
study with a good original and critical
Analyses the case study, depth original and without originality
level of original analysis. Wholly
evaluating the critical analysis.
and critical Evaluates using a
or critical
descriptive.
In depth and analysis.
information provided analysis. selection of Unable to judge
critical evaluation Unable to make
(discussion goes beyond Critical evaluation techniques to judge the value of
of material. Draws judgements about
of most data. Most information. information.
descriptive analysis or a detailed relevance and
conclusions Conclusions are not
mere copy of case study conclusions significance of
relevant to study. drawn from the
relevant to study. information.
statements) information.
(20%)
RECOMMENDATION Excellent Good
Little to no
S recommendations
recommendations recommendations Reasonable No
for the
Provides realistic and for the for the recommendations for
organisation have
recommendations
achievable organisation have organisation have the organisation have for the
been made. Not
been made. These been made. been made. Might organisation have
recommendations for have been based Generally based not always be
directly based on
been made and/or
the company in both or unclear how it
on and linked on and linked directly based on or no link to the
is linked back to
marketing & operations back to the back to the linked back to the
the analysis of the
analysis of the
based on the application analysis of the analysis of the analysis of the case. case. No
case.
case. case. Some General reference to consideration of
and linking to other Several additional additional module other module topics
Limited to no
other module
module topics (in reference to other
module topics are topics are used in in the topics in the
module topics in
addition to the main used in the the recommendations.
the
recommendations.
chosen topic). recommendations. recommendations.
recommendations.
(10%)
COMMUNICATION Always Always
Communicates
AND communicates communicates Does not
effectively in an Meaning is clear
effectively and effectively in an communicate
PRESENTATION excellently in an appropriate
appropriate and format
effectively and
Can engage effectively format/language. conforms to basic
appropriate format/language meaning is
Usually presents requirements.
in debate in a format/ language in a clear and
information in a Limited use of
unclear. Does not
professional manner in a clear and concise manner. use appropriate
clear and concise language and
concise manner. Good logical format/ language.
and produce detailed Excellent logical flow. The
manner. Satisfactory message is not
Unclear message.
and coherent reports. logical flow. always clear.
flow. message is clear.
(10%)
Referencing Referencing
REFERENCING Referencing mostly
Referencing mostly according frequently does Referencing
according to Harvard
STYLE always according to Harvard style.
style. Mostly
not comply to frequently does
Referencing according to Harvard style. Accurate in-text Harvard style. not comply to
accurate in-text
Accurate in-text referencing and Persistent Harvard style.
to Harvard style referencing and consistent full list
referencing and
mistakes with in- Incomplete or
In-text referencing mostly consistent full
consistent full list of references with text referencing inexistent
list of references
Full list of references of references minor
with some mistakes.
and full list of references.
(10%) inconsistencies. references.

Additional Comments: