Your answer should be based on academic articles and your reference list should include a minimum of five academic articles.
You should illustrate the points you make with examples from the service sector. Please refer to the marking criteria listed below.
Word limit 2,000 (no plus or minus 10%).
The coursework will be submitted online via Turnitin on the MMSO Moodle site
The essay question is:
“Discuss the main challenges for marketing managers presented by the heterogeneity of services.”
Please include opportunities as well as challenges of heterogeneity.
Course work marking criteria
Use of academic materials
Appropriate choice of academic articles
Depth and breadth of reading
Depth of knowledge and understanding of services marketing concepts Mark
Analysis and discussion
Quality of analysis and discussion
Focus on answering the question
Understanding of services marketing in practice
Clarity and tone of writing
Correct use of APA referencing system
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