Services marketing The aim of this assessment is to encourage you to examine

Services marketing
The aim of this assessment is to encourage you to examine A sector in the service industry and analyse the service
marketing issues affecting one of the organisations in that sector. You may have already identified sectors and
companies of interest through your service diary.
The sectors from which you should choose are:
The chosen sector Is Education (4 or 5 universities)

Project tasks
If your selected service industry is a broad one, you may need to narrow it by defining one competitive sector or
discrete market. The sector you select for study should be UK-based, and have a defined or definable competitive
structure. For example, if you choose retail as your industry you might select sporting goods as your competitive
sector; if you choose charities as your industry you might select children's charities as your competitive sector.
The elements that form this assignment are:
1. A definition of your chosen sector by size and competitive structure. If applicable, identify the major
strategic grouping(s) and the one you have selected for study.
2. Your assessment of the opportunities and threats facing the sector/grouping using original and
coherent analysis based on properly referenced sources.
3. A summary of the commonalities and differences between the current service marketing strategies of your chosen
sectors major players.
4. Select ONE of the existing players (major or otherwise) and:
a?identify that organisations key strategic service marketing issues for the next 5 years, drawing on your
foregoing analysis.
b?briefly demonstrate the relationship between any one of these issues and some relevant theoretical principles of
services marketing, taken from any appropriate and referenced source.
1- introduction to the Higher education sector
-changing the (education industry)
-market size (over view)
-define competition ( market size if it's small, medium or large)
-DREST analysis
2-opportunities and threats
-opportunity eg in (technology)
-opportunity eg of (economy)
-threats eg (technology)
-threats eg (demographic)
Above will depend on your findings
3-commonalities and differences
Product -
Place
Price
Promotion
People
Process -
Physical Evidence
And add any other suitable model identified
4- strategic services marketing issue
- major players services marketing issues
- solutions eg (GAP model)
- demonstrating the key issues
-analysis (service blue print theory)
-recommendations (backup with references)
5- conclusion