MKT363 Services Marketing Group Based Assignment Questions 2025 | SUSS

MKT363 GROUP-BASED ASSIGNMENT

For GBA, the Face-to-face presentation is worth 15% and the PowerPoint is worth 10% of the final mark for MKT363 Services Marketing.

The cut-off date for this assignment is 19 March 2025, 2355hrs.

This is a group-based assignment. You should form a group of 4 members from your seminar group. Each group is required to upload a single assignment via your respective seminar group site in Canvas. Please elect a group leader. The responsibility of the group leader is to upload the assignment on behalf of the group.  

It is important for each group member to contribute substantially to the final submitted work. All group members are equally responsible for the entire submitted assignment. If you feel that the work distribution is inequitable to either yourself or your group mates, please highlight this to your instructor as soon as possible. Your instructor will then investigate and decide on any action that needs to be taken. It is not necessary for all group members to be awarded the same mark. 

Question 1

Visit one of the ActiveSG facilities and analyze it using the four dimensions of the Servicescape Model. Discuss specific recommendations for improvements in each dimension based on your observations.

Question 2

In 2024, ActiveSG discontinued its mobile app and transitioned to a web-based system for service bookings, leading to public complaints. The main issues raised involved inefficiencies in the service process, resulting in longer  wait times and inconvenience.  Select a specific service offered by ActiveSG, draw service blueprint to identify potential fail points and wait points, and propose a possible redesign of the service process to address these issues.

Question 3

Although ActiveSG is not for profit and offers free membership to Singapore citizens and permanent residents, it generates revenue from facility bookings and program fees. A Straits Times article highlighted potential instances of "revenue leakage" within ActiveSG. Analyze these issues and suggest three ways to minimize potential revenue losses.

Question 4

Apply the GAP Model to assess service quality within ActiveSG. Appraise how each gap can be addressed to enhance overall service quality.

Consolidate your responses to the four questions into a cohesive presentation directed to the Chairman of Sport SG Mr. Kon Yin Tong. Ensure that each question is accorded the same level of importance and attention in the presentation.

Each GBA group will be given a maximum of 15 minutes and 16 slides (excluding cover and thank  you  page)  to  present  your  findings  and  recommendations.

(In-class  Face  to  Face presentation for Day Classes). Every group member must participate in the group presentation. No marks will be given to students who do not turn up and present together with their GBA groups.      

The assignment will be assessed on the following components:

Part A: Face-to-Face Presentation (60% of total marks)

The presentation should be within 20 minutes.

Content Quality (80% of presentation marks) 

- Comprehensiveness: The extent to which the presentation addresses all aspects of the questions. 
- Analytical Depth: Depth of the critical analysis and application of services marketing concepts to ActiveSG.
- Originality: Creativity and originality of the strategies and solutions proposed.
- Research Quality: Use of relevant research, data, and evidence to support arguments.

Presentation Skills (20% of presentation marks)

- Voice Clarity and Pace: Clear articulation and appropriate speed of speech.
- Visual Engagement: Use of body language and eye contact to engage the audience.
- Professionalism:  Overall  presentation  professionalism,  including  attire  and demeanor.
- Audio-Visual Quality: Quality of the video's sound, lighting, and editing.

Part B: Slide Deck (40% of total marks)

The slide deck should be within 20 pages.

Content Alignment (80% of slide marks)

- Relevance: Slides content relevance to the Face-to-Face presentation.
- Clarity and Precision: Clear communication of ideas, and accurate citations.
- Coherence: Logical flow and organization of the slide deck.

Design and Aesthetics (20% of slide marks)

- Visual Appeal: Overall aesthetic appeal and professionalism of slide design.
- Readability: Use of appropriate fonts, colors, and spacing for easy reading.
- Multimedia Elements: Integration of multimedia elements such as relevant images, charts, graphs, and videos to complement the textual content.