INDIVIDUAL ESSAY INSTRUCTIONS
Write an essay of 1500 words (+/- 10%) including in-text citations but excluding the bibliography.
Ensure that you support your discussion using the theory, and appropriately reference throughout from a range of sources, using Harvard referencing. Answer the following question using essay format: Focusing on one element of the extended marketing mix, evaluate the significance for services of either: a)People b)Process c)Physical evidence And discuss the ways that businesses manage this element for value creation. Ensure that your answer uses a range of examples. The essay requires that you demonstrate understanding of the reasons for the use of the extending marketing mix for services through discussion of the element chosen, and the relevant academic discussion. We will discuss a range of examples of services businesses throughout the course so it is expected that you will be able to use a range of relevant examples. Please refer to the indicative assessment criteria below for this assignment.