MME 101 – Assignment TWO – Tri 1, 2012  Page 1
 
MIBT – MME 101 Business Academic Skills商务学技能
Trimester 1, 2012
Assignment 2 - Research Essay
_________________________________________________________________________________
Due Date:   Week 11 – MONDAY  MAY 21 - by 5:30 p.m. - both hard copy and on-line
versions.   Printed copy – in your lecturer’s locker. On-line copy via portal.
Marks:    20 marks (20% of trimester total)
Word limit:  1500 words (+/- 10%)

GENERAL PURPOSE OF AN ESSAY: 一篇文章的一般目的：
An essay is a piece of continuous writing that contains an argument to address the topic. An essay requires the writer to argue,  defend  or  justify  a  point  of view about  the  topic  task. Essay  writers  provide  appropriate  reference  material  to support their arguments. Their material presents and discusses any conflicting evidence in order to reach a conclusion.  Analysis  comprises  an  assessment  of  the  value  of  the  ideas  or  information  presented  in  the  essay.  Students  are expected to provide both information and analysis in the essay. 

BACKGROUND: 背景
Services have fundamentally different characteristics from goods or products. 服务与货物或产品有根本不同的特点。These differences have crucial implications for the way the service economy is organised. 这些差异对服务经济组织的方式具有至关重要的意义。Services continue to add to the overall economic growth of countries. 服务持续促进国家整体经济的增长。Therefore marketing and development of services remain a core topic.  因此，市场营销和服务的发展仍然是一个核心话题。There is a critical need  to  remain  focused  on  several  areas  related  to  services  and,  in  particular,  effective  and  efficient promotional strategies for service providers. 保持对服务相关领域的关注是一个迫切需要，特别是，服务供应商的有效的和高效率的推广策略。 Because of their generally intangible nature, services often face unique  challenges in  developing  effective growth  strategies. 因为它们通常是无形的，所以服务业经常在制定有效的增长战略方面面临着独特的挑战。 Organisations  focus  on  the  future  and  build  a customer base for their services to support a growth economy. 组织着眼于未来，并且为他们的服务建立一个客户群，以支持增长的经济。
 
TASK and TITLE:任务和题目
Write a research report on the following topic:写一个关于以下话题的调查报告：#p#分页标题#e#
Services industries are important in building economic growth. 服务业对促进经济增长的重要性。
Write your essay by addressing the following: 你的文章要解决以下问题
• Describe what various writers -at least THREE (3) - identify as the need for organisations to develop their services offerings.
• Discuss how organisations design and build services to attract new and existing customers to buy their services. Refer to the research you have presented previously in your research report.
• Select and describe how TWO (2) organisations are building their services offerings. You may use international examples as well as Australian organisations, from the financial services sector,
distribution services sector or the business services sector.
• Compare and contrast the two organisations’ approaches to building their services businesses. 比较和对比这两个组织建设自己的服务业务的方法。

Sources: 来源：
Sources  must  include at  least  six  (6) articles/journals for  this  assignment, including  the report assignment article (McManus) and any other relevant material from Assignment One.  Use organisation information from Deakin online  databases,  organisation  websites  or  other  sources.  References  used  in  your  Assignment Research  Report  may  be  used.However  additional  references  are  required. All  sources  must  be  properly referenced and cited. Sources must have been written in the 21st century; that is, since the year 2002 (but as close to 2012 as possible). 
Other  non-academic  sources  are  not  to  be  used;  in  particular,  do  not  use  Wikipedia, Woopido, MySpace, YouTube, Blogs or any other unverifiable non-academic sources.
 
Essay formatting:文章格式：
• Font size 12 pt, in Arial or Calibri 
• 1.5 line spacing, 
• 3 cm left and right hand margins, 
• all pages must be numbered correctly 
• In addition, for the printed copy:
o single sided printing, only, 
o stapled top left hand corner, 
o NO folder/binder/plastic sleeve.

Guide:指导
You  must  submit  an  essay  not  a  report.  An  essay  contains  no  headings  or  sub-headings. Assignments presented in report format will not be marked.
You must apply the author-date (Harvard) system of in-text citations and referencing provided in: Gaspar,  M  &  Shepherd,  M  2011,  Guide  to  assignment writing  and referencing, 4th  edn,  Deakin University, Geelong, Vic.
Also  available  electronically,  retrieved  2  June  2011,   http://ukthesis.org/jjxzy/ 
 
ACADEMIC WRITING AND REFERENCING RESOURCES学术著作和参考资源
Written assessment  tasks  can  vary  from  unit  to  unit  and  even  within  one  unit.  It  is  important  that  you understand  what  is  required  of  a  particular  writing  style  to  maximise  your  chances  of  academic  success. Examples  of  writing  styles  used  for  assessment  in  the  Faculty  of  Business  and  Law  include  assignments, essays, case studies and reports.
All words  and  ideas  from  your  sources  must  be  correctly  cited. Uncited  content  will  be  considered  as  plagiarism  and  assessed accordingly. This can result in a zero mark and possible academic misconduct penalties being imposed.
Note: 注意all  assignments  will be  uploaded  to Turnitin to  verify  authenticity  and  origin  of  sources.  You must  be able to defend the originality of your work. Submissions that are the product of collusion and / or plagiarism, will be dealt with according to the MIBT processes for academic misconduct.
  
ASSIGNMENT SUBMISSION INSTRUCTIONS: 作业提交说明：
YOU  MUST  SUBMIT  A  PRINTED  COPY AND A  COPY  THAT  IS  UPLOADED  TO  THE  PORTAL.  Both  copies MUST  be  submitted  before  the  due  time  and  date.  If  the  electronic  copy  is  not  submitted,  then  your assignment will NOT be marked. The electronic copy could be submitted for scanning using ‘Turnitin’ in order to verify authenticity / originality as well as to ascertain whether or not you have plagiarised.
HARD COPY / PRINTED COPY
The assignment must include the following components in this order:
1. MIBT Assignment Cover Sheet
2. Research essay
3. Research Essay Marking Guide (placed at the end of this document).
ON-LINE COPY
Using  the  link  provided  under  Week  11  of  Moodle,  upload  your  assignment.  You  will  NOT  need  to include the MIBT Assignment Cover Sheet, Plagiarism Declaration and Marking Guide – only the title page  and  essay. You  MUST  ONLY  use .doc, .docx  or .pdf file  formats. No  Other  file  format  will  be accepted! You must use YOUR name in the file name, eg:
Billy Bragg BRBAD13 - MME 101 Assignment 2.docx
 #p#分页标题#e#
NOTES: 注意
1.Assignments  are  on  time  if  they  are  submitted  online  AND  as  hard  copies  before  the  due  date  and time. BOTH forms of the assignment must be submitted.
 
2. No extensions will be considered for assignment submission due dates unless a written request for an  extension  is  submitted.  This can  be  found  in  the  space  above  Week  1 of  MME  101  Moodle  as  a form specific to this unit only.
3. Any assignment submitted late without an extension being granted will not be marked.
  

RESEARCH ESSAY LAYOUT (follow these directions!): 研究文章布局（按照这些方向！）
Title page (title  of essay,  student  name  and  ID,  your  tutor  name,  the  date  the  report  was  completed). See Page 2 for an example.
No headings or sub-headings are to be included in the essay. If used, then the document will be considered to be a report and no mark will be given!
Introduction介绍 
In three moves
• Opening generalisation that establishes the major topic and sub-topic
• A brief reiteration/explanation of the essay topic
• A statement of the writer’s intention in the essay
• ONE paragraph ONLY.
Discussion (each paragraph in three moves)讨论
• Describe what various writers -at least THREE (3) - identify as the need for organisations to develop their services offerings. This is known as the literature review. One paragraph only
• Discuss  how  organisations  design  and  build  services  to  attract  new  and  existing  customers  to  buy their  services.  Refer  to  the  research  you  have  presented  previously  in  your  research  report. One paragraph only.
• Select and  describe  how TWO  (2)  organisations are  building  their  services  offerings.  You  may  use international  examples  as  well  as  Australian  organisations,  from  the  financial  services  sector, distribution services sector or the business services sector. Both organisations must be in the SAME sector.  One paragraph only.
• Compare and contrast the two organisations’ approaches to building their services businesses. One paragraph only.
HINT: For each paragraph, use some of the wording from the tasks here to help formulate Move
Conclusion结论
In two moves (but in ONE paragraph):
• Summary of essay. Clear signal: In conclusion, …
• Concluding generalisation/writer’s opinion. Clear signal: In this writer’s opinion,  
References参考文献 
• Separate page, with a heading ‘References’
• All listed sources cited in the essay  (and no more)
• Listed according to the author-date Harvard system, in alphabetical order of first named author family name.