Q: For question one on the marketing service coursework it says , evaluate and analyse their encounter, form their first interaction to their last interaction. Does that mean we are expected to work though the different stages, i.e emergency department, maternity ward applying relevant theory to them, or are we able to just pick out examples from any of the stages?

A: No, you don't have to do it chronologically. One possible approach (given the limited word count and the need to avoid repetition) would be to introduce a framework and then use it to analyse as much of the encounter as you feel relevant and useful. Then you can look at the encounter from the perspective of a second framework or theory, and so on. You could even comment on the usefulness of particular frameworks in the context of this particular case study.

There is no recommended number of theories/frameworks to introduce; enough to have done a thorough job. Neither do you have to mention every positive and negative incident in the encounter. Highlight what you think is most important.

Different theories/frameworks/concepts will highlight different aspects of the encounter. For example, next week's lecture introduces two theories: the Servuction model and the theatre metaphor. They are both useful for analysing encounters, but whereas the first focuses on process and efficiency, the theatre metaphor focuses more on the customer experience. So, if you were to apply these two frameworks they would lead you to analyse the encounter from slightly different perspectives.

Q: I'm slightly confused. I've planned to use two theories in depth in my coursework, however my friend said she's using 15, should I be focusing on using more theories in less depth?

A: Thanks for your email. There is no definitive number of theories to use (and part of the challenge of the assignment is for the student to decide what to use). I think one theory might be a little limited, but 15 sounds like rather too many. Given that the word count is 2500 overall and the questions are weighted more or less evenly, I would expect around 1250 words for the response to question one. Using 15 theories would mean around 80 words per theory. I would be concerned about a lack of depth (although I suppose it depends how your friend is defining 'theory').
I won't comment on specific frameworks as I want students to decide for themselves what to use, but I think you could apply more than one theory or framework to analyse the case. Frameworks often examine scenarios through different 'lenses'. As I mentioned in my answer to a previous question (in the coursework Q&A on Blackboard), the Servuction model and the theatre metaphor are frameworks for analysing encounters, but they do so from different perspectives and a different emphasis. Both have their strengths and limitations.

Q: I am a little bit confuse about the assignment, I have found this paragraph under the Q&A :-

"Different theories/frameworks/concepts will highlight different aspects of the encounter. For example, next week's lecture introduces two theories: the Servuction model and the theatre metaphor. They are both useful for analysing encounters, but whereas the first focuses on process and efficiency, the theatre metaphor focuses more on the customer experience. So, if you were to apply these two frameworks they would lead you to analyse the encounter from slightly different perspectives."

So, am I suppose to apply only servuction model and not both servuction and theatre metaphor as both have different perspectives? Will it be enough for me to use servuction model to explain the whole assignment?

A: First, it is up to you what theories you use. You have to decide which are most useful and appropriate to the case study. If you feel that the servuction model is the most appropriate and that the theatre metaphor does not add anything, then you can say that in your assignment to justify your choice of theory. However, I think