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Singapore Management University Report

In:

Submitted By ThinkPink
Words 7792
Pages 32
Group Project

MKTG204 Services Marketing
Instructor: Bala Shankar

21 November 2012

Mateusz Dziekonski
Ricarda Gründig
Carina Pani
Alina Schön
Mateusz Walasinski

Table of Content 1. Introduction 3 2. Business Overview 3 a. Company Background and History 3 b. Vision and Mission 4 c. Target Market 4 3. Methodology 5 4. Company Analysis 6 a. Search Criteria 6 b. Experience Criteria 7 Library 9 Recommendations regarding Library 11 Foodcourt 13 Recommendations regarding Foodcourt 14 Breaks 16 Recommendations regarding Breaks 16 Orientation Program 17 Recommendations regarding Orientation Program 18 Student Life 19 Recommendations regarding Student Life 20 Course Offering 21 Recommendations regarding Student Life 22 c. Credence Criteria 22 Recommendations regarding Overpricing 23 d. Exchange Students - Commonwealth Hostel 24 Recommendations regarding Commonwealth Hostel 26 5. Conclusion 27

Introduction
The aim of this report is to investigate students’ expectations and perceptions of the services provided by Singapore Management University (SMU) using the Gap Framework. In order to analyze the overall service standards of SMU we have conducted both primary and secondary research. Our process of data collection comprised primarily a survey and in-depth interviews among local, exchange and postgraduate students as well as an interview with Dawn Goh, the Senior Manager of Branding and Corporate Marketing.
It is the main objective of service providers, like SMU, to develop and provide offerings that satisfy consumers’ needs and expectations. It is essential that they understand how consumers choose, experience and evaluate their service offerings. Hence, we classified our findings based on search, experience and credence qualities.

Business Overview
Company Background and History

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