MKTG801 Marketing and Enterprise Assignment 3 Brief 2026 | AIS

MKTG801 Assignment 3 Brief 

Course: MKTG801 Marketing and Enterprise

Lecturer: Dr Sandy Smith

Stream: 247 & 248

Due: 4pm Friday April 3^rd 2026 (soft copy submission through Moodle only)

POINTS To NOTE:

1. There are 100 marks for this assignment which is 25% of the final course grade.
2. The word limit for this assignment is 2,500 words (+/-10%), excluding references, figures, tables, and appendixes.
3. Use Arial or Times New Roman font size 12 and 1.5 line spacing.
4. Ensure you follow academic citation and referencing requirements, as failure to do so may invoke penalties. Use APA (7^th). A reference list is required.
5. You are also required to reference the use of any tools / software / application used. This includes the use of artificial intelligence (AI) to paraphrase or proofread, which requires a statement where applicable.
6. Upon submission your assignment will be checked for copied materials as well as the use of AI (artificial intelligence), with penalties to be applied where appropriate and if not appropriately referenced.
7. You may submit your assignment as a draft submission (Moodle/Turnitin) to check similarity prior to making your final submission.
8. Late submissions incur a 5% penalty (5 marks) for each 24-hour period up to 96 hours (after that time, your mark will be recorded as zero).
9. An extension may be granted if, within the prescribed timeframe, you submit an ‘Assignment Extension Application’ form with supporting documentation (e.g., a medical certificate) to the Programme Administration Unit.
10. As part of pass requirements for this course, you are required to pass each learning outcome at least once in this course.

Learning Outcomes

As set out in your Course Outline, this assignment requires you to fulfil the following learning outcomes:

LO1 apply key marketing concepts when analysing marketing case studies and marketing problems; and

LO3 assess/rectify mistakes in service delivery and discuss the key concepts of service marketing.

LO5 analyse the benefits and drawbacks of and outline methods to a migrate from a traditional business model to an e-business approach.

Assignment Instructions

For this assignment, you are required to write a case analysis from the perspective of improving the way the following service-based company, Butterfly Creek (https://www.butterflycreek.co.nz/) is managed as a service-based business.

Your case analysis should incorporate the following elements:

1. Outline the FOUR (4) unique characteristics of services and analyse how these characteristics could be affecting Butterfly Creek.  (20 marks)

2. Assess how Butterfly Creek could better manage the challenges associated with TWO (2) of the unique characteristics identified in #1. (60 marks) 

3. As part of your assessment, include an analysis of how e-business strategies could be used to improve the customer experience associated with the challenges associated with the two characteristics selected in #2. (20 marks)

MKTG801 Assignment 3 Marking Rubric