3-TEAM TERM PROJECT ASSIGNMENT GUIDELINES (6)

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Concordia University *

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301

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Marketing

Date

May 11, 2024

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docx

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3

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TEAM TERM PROJECT ASSIGNMENT GUIDELINES Your mandate: PROPOSE A SERVICE MARKETING STRATEGY, INCLUDING THE PROCESS TO IMPLEMENT IT, FOR A COMMUNITY-ORIENTED SERVICE OF YOUR CHOICE; Objectives: Ability to design a service for ultimate customer experience using the Service dominant logic marketing approach; Integrate the material from this course, i.e. the concepts necessary for a complete and innovative service design; Demonstrate sense of creativity and a keen concern for ecological, social, ethical and artistic impacts a service design needs to create; Specifically: Create or innovate from an existing service; Demonstrate you understand the customer focus (CPV-CPR) strategic service experience; Provide a final document (Week 13) where a complete design of your service is proposed. The report needs to cover all the important concepts identified in the assigned readings. It should be detailed enough, as if you wanted it to be implemented right away; Make a presentation at the end of the semester on your service (Week 13) . Your responsibility is to present (in 10 minutes) the necessary arguments to convince your targeted customers to adopt your service; ON WEEK 3, YOU WILL HAVE TO MEET WITH THE PROFESSOR TO REVIEW THE FOLLOWING ITEMS: Identify the context/purpose/problematic that will be investigated, Elaborate the CPV – CPR table that is representative of your targeted customers Justification of your proposal that must be creative and innovative taking into consideration trends (e.g. ecological, social and-or artistic and aesthetic dimensions); What you intend to cover in your plan of actions (short-term to long-term); FINAL DETAILS Use your weekly synthesis, article presentations and student co-creative ideas to help you in completing the design assignment Final evaluation grid for the Group project written reports and oral presentation - please see the rubrics in a separate file.
TEAM TERM PROJECT ASSIGNMENT GUIDELINES SERVICE DESIGN ELEMENTS TO BE INCLUDED IN YOUR REPORT Topics covered in class Service design information to be provided Values and experiences Determine the Customer perceived value (CPV) and Customer perceived risk (CPR) of the target customer you intend to service. Establish at what moment of the service experience it should be communicated (Before), provided (During) and further experienced (After). What is your service mission statement? Co-creation of Services Who are your most important stakeholders. Which cocreation strategy you intend to put in place to engage them and get them to fully participate in the elaboration of the service. The service design Provide a typical customer story for your service and see how the service fits into that story. Propose some of the elements that will make up the core, facilitating, supporting and augmented services which will complete the experience of your target customer. Elements to be taken into account in the Service design - Part I Propose what should be some of the key elements that should compose a typical physical environment where the service would be delivered. More specifically describe the elements which will enhance the service experience and fit with the customer’s CPV. Elements to be taken into account in the Service design - Part II How would you demonstrate to your customer that he is important, you care for him and you trust him. The elements can be proposed as you describe the service in terms of its core, supporting and augmented dimensions. Propose an exhaustive list of touchpoints that would enable your customer to be in touch with your service. Microdesign of service – the blueprinting approach You do not need to propose in the report what a typical service blueprint would look like. You just need to mention, when describing the service journey through which the customer goes, where you could minimize his waiting time and where you can be proactive in ensuring that potential failing points do not occur. Your description of these solutions will demonstrate your capacity to view the service in all its details, and make it almost flawless.
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