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Assessment Description

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Assignment 1

Case Study – Starbucks: Brewing more than just Coffee

Due: Length: Weighting:

Friday Week 4 – August 5 2016 – 5pm

approx 1,000 words +/– 20%


Assignment 1 is a case study. You are to read the Case Study – Starbucks: Brewing more than just Coffee (pages 439-442 of your textbook) and answer the questions relating to the case on page 442 of your textbook. Those questions and allocated marks are as follows:

  1. Is Starbucks a product or a service? Justify your answer. 10 marks.
  2. Discuss how companies can apply the principles of service marketing (such as levels of product and service value) to achieve greater success today, giving relevant examples from the Starbucks case. Use the lecture material as well as the reading note given with this case to prepare your answer. 10 marks.

Marking criteria

The marks will be weighted in accordance with the above elements. General marking criteria are:

  •   extent and quality of research
  •   depth and originality of analysis
  •   Please just answer the questions (structured with headings/subheadings) and provide a list of references. Be sure to acknowledge all sources in-text (Harvard-style referencing, please). Marks will be deducted for poor referencing.

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