Subject Code: HC2112

Subject Title: Service Marketing and Relationship Marketing

Part 1: Short case study – 2 questions. Each question is worth 10 marks. Total: 20 marks (1000 words for 2 questions)

1. Analyse the “Gangnam style” case using the 5 Ws (Who, What, How, Where, When) model in the integrated marketing communications planning process.

2. Watch the “Gangnam style” video. Explain how the communications content adds value to consumers of Psy’s music. What impact does content have on the video’s success? Gangnam Style video can be found on this link: https://www.youtube.com/watch?v=mIQToVqDMb8


Part 2: Individual report – 15 marks (2000 words)

Choose a real-life service organisation that you are familiar with. Prepare a flowchart of the back-stage as well as the front-stage operations of this business. Using this flowchart, explain the significance of the service encounter, and its managerial implications. The written component of the essay should not exceed 2000 words (12 fonts, Arial or Times New Roman single-spaced)

1.Flowchart Backstage Frontstage

2. Explanation of the significance of the service encounter

3. Analysis of managerial implications

4. Essay format & presentation

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