BSc Services MarketingMinor assessment

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Brex is the only credit card for start-ups that provides credit on the basis of the start-up business not on the credit rating of a business owner. Run by two 22 year olds with 50 employees and more than 1000 clients it serves names as Google Ads, AWS, Wework, Sendgrid. Brex offers attractive reward programs on Uber, Lyft, Taxi rides, restaurants, salesforce subscription software and other services. Its association with MasterCard allows Brex to provide coverage in more than 200 countries with not personal liability and high usage limits.


The current group assignment will deal with this aforementioned case in order to assess its strengths and weaknesses as well as hone-in on some areas for future development.


On successful completion of the group assignment students should be able to:


  1. Critically analyse the major influences on the growth of services and apply theoretical concepts to evaluate and construct


  1. Comprehensively articulate the difficulties in marketing services and the deployment of strategies to overcome these


  1. Critically evaluate consumer behaviour in relation to


  1. Critically assess the rate of change and internationalisation of



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Questions for the case “Brex Case”


The current case is geared to analyzing success case of Brex, an innovative credit card company for start-ups, and unearth its underpinnings. .Brex has been spearheaded by two Brazilian students of  22 years of age and it is getting a high level of endorsements from the start-up world as well as from important venture capital groups (PayPal founders Max Levchin and Peter Thiel) Y Combinator, Ribbit Capital, Yuri Milner and Carl Pascarella (former CEO of Visa), and John Elkann from the Agnelli Fiat family ( accessed Jan 24th 2020)


After reading the case, and making explicit use of the service marketing tools and key concepts you should thoroughly address the following questions:


  1. Please, critically analyze to what extent founders’ Henrique Dubugras and Pedro Franceschi’s experience with payment start-up Pagar-me in Brazil may have lay the groundwork for the Brex success (10 points)


  1. Using the flower of services, please analyze core and supplementary services of Brex and critically explain how commercial partnerships may have played out in Brex’s business model competitive advantage (20 points).


  1. Using a flow chart technique, please design front and back office of Brex services for start- up card application and payment cycle on the basis of the available information (30 points).


  1. Critically assess the credit card current offering strength and weakness towards start-ups. By using a SWOT analysis, point out at some possible strategies out of the problem (20 points).


  1. If you critically analyze the company’s business model and its strong positioning in the start-up market, do you think this company could easily expand into the same segment in Europe? Who could be its potential competitors in Europe and should the Brex US positioning be the same should the firm decide to expand into the continental European market (20 points)?


Expected length total: 4,000-6,000 words . Grading:

DeliverableWeightingDate due
Group project10%Feb 23rd 2020
Group presentation5%Week 6 @class time
Individual content of group report25%Feb 23rd 2020
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This is a group assignment. Groups should be made up of up to 3 participants (two is preferred). Groups can be chosen at your convenience and should be submitted to the course lecturer with the subject of your project. In the event that groups cannot be amicably selected the course lecturer will select groups, even amongst those groups already decided. The course lecturer reserves the right to select groups without recourse or debate.



Make sure your writing is precise and to the point. Your paper should not exceed 2000 +/-10% words per student, excluding appendices and references.


Format of the report:


  1. The report should display a coherent structure: title page should include student name, module name, lecturer name, date and school name followed by contents page, introduction, executive summary, methodology, findings, analysis, recommendations, referencing and appendices.



  1. The report should be prepared as a neatly typed Word document (Times New Roman 12 points), with double spacing and page


  1. All report will be discussed in class in a power point presentation of no more than 20 minutes. The presentation should be a summary of your work. The PowerPoint presentation should be printed 4 slides per page and submitted attached to your project, otherwise submission will be rejected.


  1. Tables or work/data taken from other sources may be included in an


  1. All sources must be referenced in the text and a full bibliography must be provided (including visited websites) in the Harvard style referencing system. Paraphrasing or direct quotes taken from other sources must be clearly indicated with citations. No footnoting!


  1. Students are reminded that depth, relevance and variety are the crucial elements of quality research. (Wikipedia is not considered to be a relevant source of information; any students referencing Wikipedia will be deducted marks! Alternatively if you find information on Wikipedia use the original sources listed at the bottom of the article)


  1. Students are reminded to use valid and peer-reviewed references to support their work. Websites should only be used if they represent an established source and only for facts and figures. Students should make the most of academic and practitioner books and


  1. Submission should be by the deadline below and should include a  hard  copy to the  lecturer and an electronic copy to your academic coordinator


  1. All work must conform to University regulations on Cheating, Collusion and Plagiarism’ as described in your program handbook. You are advised to use the Harvard referencing style and avoid




Deadline: Midnight February 23rd 2020

Reports must be delivered by email to the lecturer and the academic office, and be loaded on Turnitin by midnight on February 23rd 2020. Only when this has been done will the project be considered submitted.


Coursework must be submitted for assessment by the due date. Coursework is deemed to have been submitted once it is lodged in accordance with the assessment requirements for the module or unit.


Late submission:


Coursework may be accepted after the deadline, but 5% will be deducted from the face value mark (5 marks) for work submitted before the end of the day after the due date, and 10  marks for course work submitted up to one week after the due date. (For example, if a piece of work deserves a mark of 48pc, 43pc will be recorded if the work is submitted before the end of the day, and 38pc – fail – if the work is submitted up to a week late). If the imposition of the penalty deduction results in a fail mark, the student will be deemed to have failed the assessment. Assessments which are marked with a literal grade, or which take the form of presentation, performance or exhibition may not be submitted late. Submission of coursework arising from reassessment may not be submitted late.


If you fail to submit an electronic version of your work, your mark will normally be recorded as a non-submission. However, if on the due date for your assignment, Turnitin is unavailable due to technical difficulties, students must submit the electronic version of your work as soon as possible to the academic Office. Your tutor will be aware of the situation and may well have informed you  of such problems, so you will not risk penalties. You should submit the hard copy of your work as normal by the deadline.

A paper copy of the project must be delivered to the lecturer at the start of the next class after the deadline. Oral presentations will be held in week 6.


Students absent on the date of the oral presentation, without valid justification, will receive 0 as a mark for the oral component.