FEEDBACK TUTORIAL LETTER 
 
 
1st  SEMESTER 2018 
 
 
ASSIGNMENT 1  
 
SERVICE AND ORGANISATIONAL MARKETING 
SOM611S 
 
 
 
 

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 FEEDBACK TUTORIAL LETTER "COURSE NAME"
The marker-tutor
SEMESTER 2/2018 "COURSE CODE" should populate
course details,
Course Name: Service and Organisational Marketing including the Moodle
course enrolment
Course Code: SOM611S
key
Department: Marketing and Logistics

Course Duration: Semester 1

NQF Level and Credit: NQF Level 6, 12 Credits

Moodle Enrollment Key:

Marker-tutor Details Marker-Tutor to insert this

information
Tel.: +264 811410923
E-mail: dhlahla@gmail.com

ASSIGNMENT 1 FEEDBACK TUTORIAL LETTER

Dear Students,
Assignment 1 has been marked and I would like to draw your attention to the following comments;
1. Understanding the questions

The purpose of assessment is to check whether students have understood the course content as
laid out in the Tutorial Letter and the Study Guide. Students are required to read the assignment
questions carefully and underline the key words in order to determine what the question is
asking for before answering. Where a question is asking for your ‘own understanding’ you do
not necessarily have to quote authority but for definitions you are required to quote authority
and to show that you have read widely.

Where a question is asking you to name an organization you need to do so because whatever
you are going to say is going to be assessed against the reality in that organization.
Tutor/Markers know about these organizations and can easily assess whether what you are
saying is accurate or not. You lose marks if you do not identify the organization. Also in
marketing, as in other management subjects, whatever you say should be backed by examples
to get more marks.

Question 4 was the least understood. The question expected the student to identify the
challenges/problems in the institution and then develop a Service Mix Strategy to address the

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 FEEDBACK TUTORIAL LETTER "COURSE NAME"
SEMESTER 2/2018 "COURSE CODE"

challenges/problems that include packaging and the use of the service marketing mix. When
discussing the ‘marketing mix’ put more effort on the ‘mix elements’ that apply to that
particular organization because not all of them may be problematic in that organization.

2. Full answers required

In assignments, because you have ample time to research and write, I expect more detailed
answers with quotations from authority, the internet etc to show that you have read widely.
Also the mark allocation should give an indication of how much detail you need to include. For
example, an answer to a question carrying (2) marks cannot be the same length as an answer for
a question carrying (20) marks.

3. Presentation of answers

All answers should be presented clearly using numbering, headings, spacing etc for better
presentation. Your Tutor/Marker should not struggle to find the answers and better
presentation makes it easier for the Tutor to mark and often results in the student getting better
marks.

4. Type/Word processed assignments

All assignments submitted for marking should preferably be typed. There is merit for doing so as
the student learns and applies a critical skill and the Tutor/Marker will find the work easy to
mark. I appeal to all students to please submit typed/word processed assignments.

5. Invitation to attend vacation school

Details on the course content, outcomes, answering assignment and examination questions and
clarifying concepts which are not clearly understood will take place during vacation school.
Students who read and understand feedback tutorial letters and attend vacation school have
been found to do better than those who do not. I therefore urge all students to attend this
important contact session.

Service and Organisational Marketing is a most interesting subject and I hope you found the comments
useful and of practical importance to your further assignments/activities in this module.
Tutor/Marker

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 FEEDBACK TUTORIAL LETTER "COURSE NAME"
SEMESTER 2/2018 "COURSE CODE"

ASSIGNMENT 2 MEMO

Start typing the assignment feedback here (Remember the Feedback tutorial letter does not replace
the Memo)

*Please remember to ensure that the feedback provided:

- Responds to problems identified during the tutor-marking
- Clarifies misinterpreted/not clearly understood concepts
- Reinforces learning to improve performance

END OF FEEDBACK TUTORIAL LETTER

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 TUTORIAL LETTER MEMO "COURSE NAME"
SEMESTER 2/2018 "COURSE CODE"

Course Name: Service and Organisational Marketing

Course Code: SOM611S

Department: Marketing and Logistics

The marker-tutor should
Course Duration: Semester 1
populate this
NQF Level and Credit: NQF Level 6, 12 Credits information. Moderator
and Content-Editor
should insert their
details.

Marker-tutor Details
Tel.: +264 811410923 Marker-Tutor to insert this
E-mail: dhlahla@gmail.com information

Moderator Details
Tel.: telephone number here Moderator to insert this
E-mail: email address here information

Your Content-editor Details

Tel.: telephone number here Content-Editor to insert
E-mail: email address here this information

ASSIGNMENT 1 MEMO

Suggested answers:

Question 1

1.1 What is your understanding of services marketing? (2)

Services marketing refers to ‘activities, benefits and satisfaction which are offered for or are provided in
connection with the sale of goods’. A simpler explanation would be ‘an act to identify and satisfy the
needs and wants of customers’.

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 TUTORIAL LETTER MEMO "COURSE NAME"
SEMESTER 2/2018 "COURSE CODE"

1.2 Distinguish between internal marketing and external marketing. (2)

Internal marketing: is the formulations emphasising on internal communications (to improve internal
relationships) and the need for customer conscious employees, Groncroos (1981)

External marketing: is the management process of identifying, anticipating and satisfying external
stakeholders of the organisation profitably, Kotler (2000)

1.3 Using examples identify the three levels of service. (6)

The three levels of service are:

Core: basic benefits that satisfy customer’s needs or solve a problem,

Expected: relates to customer expectations and the minimum standards required by the customer to
satisfy his/her needs,

Augmented: used by the organisation to differentiate itself from the competitors.

Students are required to give examples in all cases. Details are given in the Study Guide.

Question 2

Suggested answers

2.1 What is service quality? (2)

It is perceived experience by the customer on the organisation/company’s goods and services which can
differ from one customer to another. It can also mean perceived benefit or extent of satisfaction of
needs and wants. It is subjective.

2.2 How can service quality be measured? (2)

Quality can be measured using the Servqual framework (reliability, responsiveness, assurance, empathy
and tangibles).

Specific methods for measuring include;

 Mystery shopping
 Post service rating (see SPAR Maerua Mall)
 Follow up survey

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 TUTORIAL LETTER MEMO "COURSE NAME"
SEMESTER 2/2018 "COURSE CODE"

 In App survey
 Customer effort score
 Social media monitoring
 Documentation analysis, and
 Objective service metrics.

2.3 How do you develop a service culture in an organization? (6)

The following are the steps in developing a service culture;

 Hire the right people

 Train them
 Empower them
 Recognize/reward them
 Inform them.

Question 3

Using the promotion mix, discuss how a named organisation can effectively market its service(s) (10)

First name the Organisation

Use the promotion mix to discuss how the organisation can effectively market its services;

 Personal selling
 Direct marketing
 Publicity and HR
 Media advertising
 Sales and Promotion

Question 4

The quality of service offered by some institutions of higher learning in Namibia as reported in the
media has been a subject of much concern. Develop a Service Mix Strategy for a named institution
including packaging of the service and the service marketing mix. (20)

First name the Institution of Higher Learning

Determine what the challenges/problems are.

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 TUTORIAL LETTER MEMO "COURSE NAME"
SEMESTER 2/2018 "COURSE CODE"

Develop a service mix strategy as follows;

1. Packaging
2. Service marketing mix;
 Price
 Product
 Promotion
 Place
 People
 Physical evidence
 Processes

TOTAL MARKS: (50)

ASSIGNMENT 2 MEMO

Start typing assignment memo here (Remember this memo does not replace the Feedback Tutorial
Letter)

*Please remember to ensure that the marks per question and section has been indicated and that
the total marks has been correctly calculated.

END OF MEMO