Each question to be answered in 2000 words
Question 1:
You must critically evaluate Rosenbaum & Massiah's (2011) Expanded Servicescape Model. This evaluation should:
1. Examine the theoretical weaknesses in the original Servicescape Model developed by Mary Jo Bitner including a literature search to find other critiques of the model.
2. Analyze the additional elements in Rosenbaum & Massiah's Expanded Servicescape Model including suggested application to industry examples.
3. Determine the extent to which the Expanded Servicescape Model is useful for some / all / none of the process categories of services with justification/rationale for your decision.
Question 2:
You are required to develop a digital marketing strategy for an organization of your choice in your industry sector - i.e. travel and tourism or event management. The campaign that you create must be focused on supporting the reopening of the organization after Covid 19 containment protocols are lifted. The strategy must be framed in line with the criteria outlined in the first two stages of the Red Ant Digital Strategy (available on Moodle - Tutorial Section) as follows:
1. Planning - Aims, Background & Positioning, Audience Analysis
2. Creation - Campaign Elements, Channels, Engagement Evaluation. The digital strategy can have limited traditional media supports if required.