01 Jul THE SERVICES MARKETING PLAN (PART I) AS ASSIGNMENT ONE PROVIDES YOU WITH A HANDS-ON EXPERIENCE IN
The Services Marketing Plan (Part I) as assignment one provides you with a hands-on experience in
understanding the service products, consumers and markets. Additionally,this marketing plan will enhance your understanding ofthe various
components ofthe marketing mixto the services context.
As part of your assignment 1 , you will be applying various concepts of Services
Marketing to Aboriginal Cultural Centre and Keeping Place (ACCKP),Armidale, NSW Australia. ACCKP is a community based centre that presents
a portfolio of Australian Indigenous arts and culture. ACCKP offers quality cultural tours, a wide range ofAboriginal cultural activities
and traditional Aboriginal paintings for sale. Additionally ACCKP offers a wide variety of workshops and has an array ofAboriginal cultural
exhibitionsthrough the art gallery. Furthermore ACCKP also has many sections such as a musical section, interactive corner, local heroes
display, and historical room and so on. ACCKP is also complemented with a well stocked gift shop that offers Aboriginal gifts and souv enirs;
and Echidna cafe with an interesting menu. Please accessthe following linkto retrieve additional information: www.acckp.com.au
Discussthe nature ofthe consumer behaviour and competitive markets in regardsto the service offerings ofACCKP.
Ex lainthe Flower
of Service concept and identify the core and supplementary elements ofthe ACCKP.
Discussthe key factors driving place and time decisions
ofACCKPs service distribution and the relevance of service delivery options.
Briefly discussthe relevance ofthe pricing tripod
approach in setting a good pricing pointforthe service offerings ofACCKP.
Describe the significance ofthe marketing communications mix
forACCKP.
Develop a marketing campaign forACCKPs service offeringsthat enhancesthe visitor numbers to ACCKP.
Obviously some
theories and concepts in Chapters 1- 7 will be more relevantto the Services Marketing Plan (Part I). You must choose which ones are more
relevant and explain why they are more relevant. You must apply the concepts and theories you have learned from your reading ofthe textto
the Services Marketing Plan (Part I) analysis and notjust list or describe them. Please tryto keep your assignment within the total word
limit.
You must use correct referencing ofthe textbook and other resources used in your assignmentto passthe assignment. Use of more
references may attract higher marks. Marks will be deducted for incorrect referencing and poor presentation (ie., spelling and grammar). If
there is no referencing in your assignment it will be deemed to be plagiarism and the plagiarism policy will be enforced. You will receive a
higher mark for applying a critical analysis to your discussion.
Please refer to the marking template below forthe way in which the
marks will be distributed. Also referto the grading system outlined in this unit guide for how grades are given forthe
assignment.
Measure Max Mark Your Mark
Care in question interpretation 10%
Understanding of key concepts 30%
Analytical/critical
thinking 20%
Application of examplesto concepts 30%
Logical flow and presentation 10%
the textbook reference is
Wirtz, J., Chew,
P., 8. Lovelock, C. (2012). Essentials of services marketing (2nd Ed). Singapore: Pearson.
lSBN:9789810686185
please use the ppt to write
the essay.
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