University	Auckland Institute Of Studies (AIS)
Subject	MKTG801 Marketing and Enterprise

MKTG801 Assignment 3 Brief

Course: MKTG801 Marketing and Enterprise

Lecturer: Dr Sandy Smith

Stream: 247 & 248

Due: 4pm Friday April 3^rd 2026 (soft copy submission through Moodle only)

POINTS to NOTE:

There are 100 marks for this assignment which is 25% of the final course grade.
The word limit for this assignment is 2,500 words (+/-10%), excluding references, figures, tables, and appendixes.
Use Arial or Times New Roman font size 12 and 1.5 line spacing.
Ensure you follow academic citation and referencing requirements, as failure to do so may invoke penalties. Use APA (7^th). A reference list is required.
You are also required to reference the use of any tools / software / application used. This includes the use of artificial intelligence (AI) to paraphrase or proofread, which requires a statement where applicable.
Upon submission your assignment will be checked for copied materials as well as the use of AI (artificial intelligence), with penalties to be applied where appropriate and if not appropriately referenced.
You may submit your assignment as a draft submission (Moodle/Turnitin) to check similarity prior to making your final submission.
Late submissions incur a 5% penalty (5 marks) for each 24-hour period up to 96 hours (after that time, your mark will be recorded as zero).
An extension may be granted if, within the prescribed timeframe, you submit an ‘Assignment Extension Application’ form with supporting documentation (e.g., a medical certificate) to the Programme Administration Unit.
As part of pass requirements for this course, you are required to pass each learning outcome at least once in this course.

Learning Outcomes

As set out in your Course Outline, this assignment requires you to fulfil the following learning outcomes:

LO1 apply key marketing concepts when analysing marketing case studies and marketing problems; and

LO3 assess/rectify mistakes in service delivery and discuss the key concepts of service marketing.

LO5 analyse the benefits and drawbacks of and outline methods to a migrate from a traditional business model to an e-business approach.

Assignment Instructions

For this assignment, you are required to write a case analysis from the perspective of improving the way the following service-based company, Butterfly Creek (https://www.butterflycreek.co.nz/) is managed as a service-based business.

Your case analysis should incorporate the following elements:

Outline the FOUR (4) unique characteristics of services and analyse how these characteristics could be affecting Butterfly Creek. (20 marks)

Assess how Butterfly Creek could better manage the challenges associated with TWO (2) of the unique characteristics identified in #1. (60 marks)

As part of your assessment, include an analysis of how e-business strategies could be used to improve the customer experience associated with the challenges associated with the two characteristics selected in #2. (20 marks)

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MKTG801 Assignment 3 Marking Rubric

Grades

D- (0-39%)

D (40-49%)

C (50-64%)

B (65-79%)

A (80-100%)

1. Outline the four unique characteristics of services and explain

how these

characteristics could be affecting the focal business. (20 marks)

Accurately defines at least one (1) of the unique characteristics of services.

Does not assess, or inaccurately assesses the challenges associated with each of the four characteristics in relation to the focal business.

Accurately defines at least two (2) of the unique characteristics of services.

Incompletely, or with some errors, assesses the challenges associated with each

of the four characteristics in relation to the focal business.

Accurately defines at least three (3) of the unique characteristics of services.

Accurately assesses the challenges associated with each of the four characteristics in relation to the focal business.

Accurately defines all four (4) of the unique characteristics of services.

Clearly assesses the challenges associated with each of the four characteristics in relation to the focal business.

Accurately and fully defines all four (4) of the unique characteristics of services.

Comprehensively assesses the challenges associated with each of the four characteristics in relation to the focal business.

2. Assess how the focal business could better manage the challenges associated with TWO of the unique characteristics

identified in #1. (60 marks)

No, or inappropriate strategy(ies) to rectify challenges in services are discussed.

Strategies are not justified based on assessment.

Does not integrate theories or uses irrelevant theories to support arguments.

Strategy(ies) to rectify challenges in services are incompletely discussed, or discussed with some errors.

Strategies are not fully justified based on assessment.

Integration of few, or not directly relevant theories does not fully support arguments.

Appropriate

strategy(ies) to rectify challenges in services are discussed.

Strategies are justified based on assessment.

Integration of relevant theories supports arguments.

Effective strategy(ies) to rectify challenges in services are clearly discussed.

Strategies are clearly justified based on assessment.

Integration of a range of relevant theories clearly supports arguments.

Highly effective strategy(ies) to rectify challenges in services are comprehensively discussed.

Strategies are insightfully justified based on assessment.

Integration of a wide- range of relevant theories comprehensively supports arguments.

3. As part of your discussion include a critical evaluation of how e-business strategies could be used to improve the customer experience associated with some of these challenges. (20 marks)

Inappropriate estrategies are evaluated apply to challenges associated with the two unique characteristics selected in part 2. No justification provided.

Does not integrate relevant sources to support arguments.

Some e-strategies are evaluated but with errors and inadequate justification as they apply to challenges associated with the two unique characteristics selected in part 2.

Integration of few, or not directly relevant sources which do not

fully support arguments.

Some relevant estrategies are evaluated and sufficiently justified as

they apply to challenges associated with the two unique characteristics selected in part 2.

Integration of some relevant sources supports arguments.

Relevant e-strategies are clearly evaluated and effectively justified as they apply

to challenges associated with the two unique characteristics selected in part 2.

Integration of a range of relevant sources clearly supports arguments.

Relevant e-strategies are comprehensively evaluated and insightfully justified as

they apply to challenges associated with the two unique characteristics selected in part 2.

Integration of a wide- range of relevant sources comprehensively supports arguments.

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MKTG801 Marketing and Enterprise Assignment 3 Brief 2026 | Auckland Institute Of Studies

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