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ACADEMIC ESSAY Description: • Individual task. 
• You have to write an academic essay to answer the following question: How can New Technologies enhance Service Management and competitiveness 
in the 21st Century companies? 
• Choose 3 companies and analyze and compare how are they using new technologies, while answering the proposed question. 
• You are encouraged to use Tables to make the comparisons between the different companies. 
Formalities: 
• Wordcount: From 1500 to 2500 words. 
• Cover, Table of Contents, References and Appendix are excluded of the total wordcount. 
• Font: Arial 12,5 pts. 
• Text alignment: Justified. 
• You are encouraged to quote relevant publications, such as academic journals and books, case studies or business reports to support your arguments. To 
find relevant publications, you may browse through EBSCO (link is on Moodle) and/or Google Scholar, where you’ll find access to many publications. 
• The in-text References and the Bibliography have to be in Harvard’s citation style. 
Assignment Launch: Week 10.
Submission: Week 13 – Via Moodle (Turnitin). Submission will be accepted all Week 13: From the 4th to the 10th of May at 23:59hrs (Barcelona’s time). Weight: This task is a 35% of your total grade for this subject. 
Outcomes: This task assesses the following learning outcomes: 
• Critically evaluate the strategic role of service management within organizations. Rubrics Exceptional 90-100   Good 80-89 Fair 70-79 Marginal fail 60-69 Knowledge & Understanding (20%) Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner. Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary. Student understands the task and provides minimum theory and/or some use of vocabulary. Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary. Application (30%) Student applies fully relevant knowledge from the topics delivered in class. Student applies mostly relevant knowledge from the topics delivered in class. Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident. Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident. Critical Thinking (30%) Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.   Student critically assesses in good ways, drawing conclusions from relevant authors and references. Student provides some insights but stays on the surface of the topic. References may not be relevant. Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources. Communication (20%) Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck   Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident. Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.