Final Project Overview

In today’s competitive environment, service providers use numerous services marketing

strategies. For this Final Project, you will write a paper in which you will review and
evaluate the services marketing strategy of an existing or prospective service provider.

In order to help you plan effectively, it is recommended that you work on one section of
your paper for each of the first 5 weeks of this course, as the Final Project is due on
Day 7 of Week 5. There are Forward Thinking notes placed in Weeks 1–5 of the course
to help keep you on track. Note: Please use the Final Project Template document,
provided in the Week 5 Learning Resources, to construct your paper.

Your Final Project paper should include the following five sections:

 Section 1: Introduction to the Company and the Service (Week 1)

Include a cover page with the official name of the company and an executive
summary describing why you selected the company. As you research your
company and identify resources, be sure to develop a References page. Please
refer to the Final Project Template document for more information.

Important Note: It is recommended that you begin work on this section in Week
1 of the course. Along with the above requirements, you should also draft a
preliminary outline for your paper to help you organize your thoughts and plan
ahead as you complete Sections 2–5 in the coming weeks.

 Section 2: Market and Industry Review (Week 2)

Include an overview of the current marketplace and trends that may affect the
company. Also, include a review of the industry’s potential, including strengths,
weaknesses, and forces for change.

 Section 3: Delivery of the Service (Week 3)

Introduce the method of delivering the service. How do customers perceive the
delivery of the service? Evaluate the delivery system and provide
recommendations to senior management for improvement.

 Section 4: The Customer (Week 4)

Provide examples of customer loyalty. Identify different types of customer

misbehaviors and strategies for handling them. Also, include the customer’s
perception of the value of the service. What value strategy is used in pricing the
service? What are the ethical, social, and legal implications of service pricing?

© 2015 Laureate Education, Inc. Page 1 of 2

  Section 5: Services and the Marketing Mix (Week 5)

Include how the company uses distribution, pricing, and promotion to increase or
reduce demand at specific times. Describe the company’s strategy for customers
to receive high-contact service with a human touch. What recommendations, if
any, would you make to senior management?

Your completed paper should be 2,500–3,500 words in length, excluding your cover
page, abstract/executive summary, and references.

Be sure to support your work with specific citations from the Learning Resources and
any additional sources.

Use the Final Project Template to construct your paper. Your Final Project must be
in APA style and format. Information on APA is available at the Walden Writing Center.

Refer to the Week 5 Final Project Rubric for specific grading elements and criteria. Your
Instructor will use this rubric to assess your work.

Submit this Project by Day 7 of Week 5.

© 2015 Laureate Education, Inc. Page 2 of 2