BEMM786 SERVICE DESIGN AND INNOVATION
2024/25
Portfolio
WHAT IS THE ASSIGNMENT?
A 2,500-word portfolio, in which you will use methods from the course to critically evaluate the customer experience at a tourist site in Exeter and make recommendations for improvement to their service design.
Please see the BEMM786 ELE 'Assignments' page for deadline details.
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This summative assessment is AI-Supported.
You must include a declaration acknowledging the use of GenAI in this assessment. This
declaration will include a checklist where you can specify how GenAI tools have been used in the completion of your assessment. This must be added as a cover page to your assessment, you can find a template on ELE.
All GenAI outputs within assessments must be referenced in line with the University’s referencing requirements.
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WHAT SHOULD MY PORTFOLIO INCLUDE?
The portfolio is a single PDF submission which combines: (1) a worksheet, applying traditional service evaluation techniques, (2) a report, evaluating customer experience using one of the digital techniques from the course and (3) a poster reflecting on the role of digital techniques in analysing customer experience in the future.
Part 1 - Worksheet (1,000 words*)
Complete the worksheet on traditional service evaluation. To do this, you will be given access to customer data from a local tourist site. This will include customer experience maps and the results of a customer survey. The worksheet requires you to analyse this data using techniques taught in class. Based on your analysis, you will also be asked to evaluate the customer experience and to make recommendations for improvement to the service design.
Part 2 – Report (1,000 words*)
Write a report evaluating customer experience using a digital technique from the course. You will be given access to a dataset from a tourist site to conduct your analysis. To evaluate the customer experience, you must select either text analysis or eye tracking.
When writing your report, include a critical review of your chosen digital technique, using literature to support your arguments. You should also make recommendations for improvement of the service design based on the findings of your analysis.
Part 3 - Poster (500 words*)
Create a poster summarising your thoughts on the role AI and digital technologies will play in understanding the customer experience in future.
Your thoughts can be based on discussions held in class, your experience of applying traditional and digital techniques in parts 1 and 2 and/or wider research. Reflect on whether you think AI and digital technologies will replace traditional customer research as the primary source of information in the years to come? and what the opportunities and challenges might be?
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What makes a good poster?
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• Important information should be readable
• Word count of about 300-500 words
• Language is clear and to the point
• Use of bullet points, numbering, and headlines make it easy to read
• Effective use of graphics, images, colour and fonts
• Consistent and clean layout
• Include references where appropriate
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Notes on presentation:
. * The breakdown of the 2,500 wordcount is intended only as a guide.
. The 2,500 word limit does not include tables, figures and diagrams, reference list or appendices but does include in-text citations. It may be extended by up to 10% if needed.
. You must use the APA (7th) style of referencing. The Business School’s Guide to Citing, Referencing and Avoiding Plagiarism is available on the UEBS Academic Development Resources.
HOW WILL MY PORTFOLIO BE ASSESSED?
This assignment assesses the following ILOs:
. Understand and critique the theories which underpin service design.
. Use relevant tools and technology to document, measure and analyse the customer experience.
. Critically evaluate design options for service delivery.
. Work independently to develop research and problem-solving skills.
. Present analytical findings in a written format.
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Marks will be allocated as follows:
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% OF MARKS
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PART 1
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Worksheet
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40
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PART 2
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Report
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40
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Marking Criteria
You should refer to the generic mark scheme for Masters Programmes (NQF level 7), which you can review here. As the general marking criteria grid makes clear, to gain the highest grades you need to:
Knowledge and understanding of subject
. Produce work reflecting an outstanding knowledge and critical awareness of course material on customer experience and service design, and how to apply it to the context of the tourist site.
. Evidence an appreciation of the complexity the concepts, the limitations of our knowledge, and the impact this has on our ability to evaluate customer experience and make recommendations.
Cognitive/intellectual skills
. Show outstanding ability to evaluate methodologies critically.
. Explicitly acknowledge alternative viewpoints (i.e., don’t only present one side of an argument).
. Consider whether theoretical assumptions are realised in practice (e.g., are relationships between concepts presented in some of the course materials shown to be valid in the context of the cathedral?)
. Present excellent and well-evidenced conclusions/recommendations that are a progression of ideas identified in your analysis.
Use of sources
. Evidence excellent critical engagement with a wide range of sources (e.g., academic literature, journalism, company documents) that reveal good research skills.
. Ensure that you are using high quality source materials as evidence to back up your ideas (the weekly module materials and reading lists are a good starting point)
. Demonstrate a consistently accurate use of academic conventions (such as referencing and avoiding plagiarism) – if you use the UEBS Guide to Citing, Referencing and Avoiding Plagiarism (APA 7th) you will be fine!
Digital and employability skills
. Demonstrate excellent writing skills with a well-articulated, persuasive, and confident argument.
. Ensure that you submit exceptionally well-presented work (i.e., check your spelling and grammar for accuracy, use a consistent 11pt font etc).