Marketing
Task Brief
1. You have been employed as a Consultant for the University of Bradford to critically evaluate its service with the following deliverables:
Application of the service marketing mix (7 P’s) to the University.
Market research identifying the following:
A critical incident where a student is extremely dissatisfied with the university, its staff, or the service provided.
A situation where the university/staff delight students and enhances the student experience.
The market research can employ qualitative methods (e.g., interviews, focus groups), quantitative methods (e.g., survey), or a mixed methods approach (i.e., interviews and surveys).
An in-depth analysis of the critical incident/service failure including but not limited to what went wrong, what actions were taken by the student(s) after the critical incident/service failure, and what actions were taken by the university/staff after the critical incident/service failure.
An in-depth analysis of a service encounter that delights student(s) including but not limited to what went right, what actions were taken by the university/staff that delighted the student(s), and what actions were taken by the student(s) after the service encounter.
Provide recommendations on current value-adding organisational strategies that should be continued, appropriate service recovery techniques, and how student satisfaction can be improved upon based on the findings of the research.
Develop a 3000-word written report analyzing critical incidents/service failures and delightful service encounters based on student experience at the University of Bradford.
Formatting Guidelines:
- Length: 3000 words
- Reference style: Harvard Referencing
- Fonts: Times New Roman 12 point
- Line spacing: 1.5 lines Alignment: Justified
- 3,000-word count excludes tables, figures, cover page, reference list, and appendices.