Assessment 1 Information

Subject Code: MBA651

Subject Name: Managing Service-based Industries
Assessment Title: Service Blueprint
Assessment Type: Individual written proposal and poster
Length: 1200 words (+/- 10% allowable range)
Weighting: 25%
Total Marks: 100
Submission: Online
Due Date: Week 6

Your task
Individually, you are required to prepare a 1200-word service blueprint proposal for a tourism and
hospitality enterprise that will be assigned to you by your workshop facilitator in week 3. Please note
that you will be required to use the designated enterprise in your second and third
assessments.

Assessment Description.
The purpose of this individual assessment is to foster students’ ability to evaluate the use of service
design and service-dominant logic in the delivery of service experiences by justifying the most
effective characteristics of service-based industries and the service economy.

Assessment Instructions
During week 3, your workshop facilitator will assign you a service enterprise from the state in which
you are currently residing. If you are located offshore or have chosen this subject as an elective,
please consult your workshop facilitator about a suitable alternative. Please note that if you focus on
any other service enterprise than the one your workshop facilitator provides, your submission will
receive a grade of zero.

Once you have been assigned a service enterprise, you are required to prepare a written proposal
that covers the following points:

• Provide a concise overview of the service enterprise and its total service offering.
• Evaluate the enterprise’s use of service design and service-dominant logic to provide detailed
suggestions for improvement by considering various COVID-19 restrictions. A great starting
point here would be a map of the service enterprise.
• Based on the suggestions for improvement, propose an alternative service blueprint by
creating a detailed visual representation of the total service over time - showing the user’s
journey, all the different touchpoints and channels, as well as the behind the scenes parts of a
service that make it work. You may wish to use Canva or PowerPoint to create the service
blueprint. This part is not included in the word limit of your submission.

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969

This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.

Assessment Information
In composing the proposal, you must incorporate theories and concepts discussed in the topics from
weeks 1 to 5. Likewise, you are required to include at least 6 sources of information as the
supporting evidence of your research. These sources must be presented in the form of in-text
citations and a reference list adhering to Kaplan Harvard Referencing Style. Wikipedia and other
‘popular’ sites are not to be used.

Assessment Submission
This file must be submitted as a ‘Word’ document to avoid any technical issues that may occur from
incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate
submission. MyKBS will notify you if there is an issue with the submitted file. In this case, you must
contact your workshop facilitator via email and provide a brief description of the problem and a
screenshot of the MyKBS error message. You are also encouraged to submit your work well before the
deadline to avoid any possible delay involving the Turnitin similarity report or any other technical
difficulties.

Late assignment submission penalties

Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School
“late assignment submission penalties” policy.
Number of Penalty
days
1* - 9 days 5% per day for each calendar day late deducted from the total marks
available
10 - 14 days 50% deducted from the total marks available.
After 14 days Assignments that are submitted more than 14 calendar days after
the due date will not be accepted, and the student will receive a
mark of zero for the assignment(s).
Note Notwithstanding the above penalty rules, assignments will also be
given a mark of zero if they are submitted after assignments have
been returned to students

*Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be
one day late and therefore subject to the associated penalty

For more information, please read the full policy via https://www.kbs.edu.au/about-us/school-policies

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969

This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.

Assessment Information
 Important Study Information

Academic Integrity Policy

KBS values academic integrity. All students must understand the meaning and consequences of
cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.

What is academic integrity and misconduct?

What are the penalties for academic misconduct?
What are the late penalties?
How can I appeal my grade?

Click here for answers to these questions:

https://www.kbs.edu.au/about-us/school-policies

Word Limits for Written Assessments

Submissions that exceed the word limit by more than 10% will cease to be marked from the point at
which that limit is exceeded.

Study Assistance

Students may seek study assistance from their local Academic Learning Advisor or refer to the
resources on the MyKBS Academic Success Centre page. Click here for this information.

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969

This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.

Assessment Information
 MBA651 Assessment 1 Marking Rubric – Service Blueprint 30%
Marking F (Fail) P (Pass) C (Credit) D (Distinction) HD (High Distinction)
Criteria (__/100) 0 – 49% 50 – 64% 65 – 74% 75 – 84% 85 -100%
Service enterprise You have provided an overview You have provided a basic overview You have provided an enhanced You have provided a detailed You have provided a
overview of the service enterprise that is of the service enterprise and its total overview of the chosen service overview of the service enterprise comprehensive overview of the
unclear and/or irrelevant to the service offering. enterprise and its total service and its total service offering. service enterprise and its total
__/10 marks assessment task. offering. service offering.

Evaluation and Your evaluation of the service You have evaluated some of the You have evaluated most of the You have evaluated the service You have critically evaluated the
suggestion for enterprise’s use of service service enterprise’s use of service service enterprise’s use of service enterprise’s use of service design service enterprise’s use of service
improvement design and service-dominant design and service-dominant logic design and service-dominant logic and service-dominant logic and design and service-dominant logic
logic and suggestion for and mostly relevant suggestions for and relevant suggestions for relevant suggestions for and relevant suggestions for
__/30 marks improvement lacks depth or is improvement by demonstrating a improvement by demonstrating an improvement by demonstrating a improvement by demonstrating an
non-existent, demonstrating developing understanding of the adequate understanding of the sufficient understanding of the expert understanding of the
limited or no understanding of relevant MBA651 theories and relevant MBA651 theories and relevant MBA651 theories and relevant MBA651 theories and
the relevant MBA651 theories concepts. concepts. concepts. concepts.
and concepts.
Service blueprint You have provided a visual You have provided a visual You have provided a detailed visual You have provided a detailed You have provided a
representation of the total representation of the total service representation of the total service visual representation of the total comprehensive visual
__/30 marks service over time that lacks over time that partially addresses over time that mostly addressed service over time that addressed representation of the total service
clarity and/or is irrelevant to the your suggestions for improvements. your suggestions for improvements. your suggestions for over time that expertly addressed
assessment task. improvements. your suggestions for
improvements.
Supporting Your research lacks focus You have demonstrated a basic You have demonstrated substantial You have demonstrated You have demonstrated extensive
evidence/sources and/or chosen unsuitable or level of research by supporting your research by supporting your substantial research by research by supporting your
bogus sources, which do not link proposal with a somewhat proposal with a reasonable selection supporting your proposal with an proposal with an appropriate
__/10 marks to the required assessment task. reasonable selection of sources. of sources. appropriate selection and range selection and range of sources.
of sources.
Grammar/spelling Spelling and/or grammar is Though there are some errors in Mostly correct grammar and Errors in grammar and spelling Perfect grammar and spelling
consistently incorrect. It impacts grammar and spelling, these do not spelling, but any errors do not are rare, which enhances the throughout, which enhances the
__/5 marks the flow and readability of your detract from the readability and flow impact your analysis’s readability readability and flow of your readability and flow of your
analysis. of your analysis. and flow. analysis. analysis.
Format The format chosen for your The format chosen for your proposal The format chosen for your proposal Your proposal is professionally Your proposal is professionally
proposal is inappropriate and/or is appropriate, but further attention is appropriate, but minor changes presented and has been presented and exceeds
__/5 marks lacks thought and consideration to detail would improve its would enhance its presentation. submitted in the appropriate expectations for what is suitable
for the intended audience. presentation. format. for a business environment.
In-text citations and Neither in-text referencing nor In-text referencing or the resultant Both in-text referencing and the Both in-text referencing and the Both in-text referencing and the
referencing reference list adheres to Kaplan reference list adheres to Kaplan resultant reference list adhere to resultant reference list adhere to resultant reference list adhere
Harvard Referencing Style. Harvard Referencing Style, with Kaplan Harvard Referencing Style, Kaplan Harvard Referencing strictly to Kaplan Harvard
__/10 marks some errors. with some errors. Style, with only occasional minor Referencing Style, with no errors.
errors.
Feedback and grades will be released via MyKBS

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969

This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further
reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86
098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.