Management

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Coursework Information Sheet

To be supplied to students when they receive the coursework assignment task

Unit Co-ordinator: Pauline Loewenberger
Unit Name: Management Practice Semester 2
Unit Code: SHR078-6
Title of Coursework: Assignment 2: Report on simulation
% weighting of final unit grade: 60%

 

Feedback details

The university policy is that you will receive prompt feedback on your work within 15 working days of the submission date.  Exceptionally where this is not achievable (for example due to staff sickness) you will be notified as soon as possible of the revised date and the reasons behind the change.

Submission Date: 26th June
Feedback Date: 17th July
Details of how to access the feedback: Via Turnitin

 

  • It is a requirement of this assignment that you actively participate in the Airline Simulation at the end of your second semester. A register will be kept.
  • Following the simulation, you will submit this report which reviews various strategic tools from your MBA Toolkit and considers their application and usefulness in the Airline Simulation Game.
  • Note the Learning Outcomes and the Assessment criteria below.
  • Your work will be assessed using the evaluation criteria in the rubric on the final page.

 

You must present your analysis and evaluation in report format of approximately 2200 words.

 

 

Core learning outcomes
On completion of this unit you should be able to: Assessment number
1 Demonstrate a thorough understanding of theories in the MBA toolkit to challenge existing preconceptions and develop positive and enquiring approaches to management and enterprise. 1
2
2 Demonstrate intelligent practice by imaginatively integrating theory and practice, stipulating areas of excellence and reflecting on areas for development to improve performance in a dynamic competitive environment. 1
2
Threshold standards
Assessment number In order to pass the assessment you will need to:
2 Demonstrate evidence of critical evaluation in your practice skills, for example, contributions to effective team work, decision making, problem solving and the generation of creative ideas, presentation, elevator pitches and business plans.
Apply theory to the simulated task of running a business, monitoring performance and adjusting decisions in the light of the success or failure in a competitive environment.
Increase the profit and / or the share price in the course of the business game, revising unsuccessful strategies.
  Demonstrate a critical appraisal of the complexity of management in the implementation of strategic decisions.

 

 

 

Your Task

This is an individual assignment drawing on your experiences and learning through participation in the Airline Simulation that provided the opportunity for you to:

  • Experience strategy formulation and implementation in a dynamic environment.
  • Analyse group and organizational processes.
  • Understand the financial implications of operational, marketing and management decisions.
  • Improve decision-making skills under ambiguous circumstances and time pressure (not easy!)
  • Experience the fun and challenges of running a business

 

 

This demands integration of most areas of the MBA and in running the Airline Simulation you needed to make Strategic and Operational Management decisions in seven areas:

 

  • Overall Strategy:

–     Type of airline

–     Sector

–     What were the Key Performance Indicators you used in running your airline? Did they change?

–     Market segment

–     Overall plans

–     Decision to haul cargo

  • Marketing:

–     Pricing   of   tickets;

–     Advertising

–     Promotion

–     Number   of   salespersons

–     Promotional fares in each market served

–     Type of cabin (food) service

–     Market research studies.

  • Operations Management:

–     Scheduling of aircraft

–     Number of trips in each market

–     Maintenance level

–     Fuel forecasting/pricing,

–     Quality programs budget

  • Human Resource Development:

–     Wages paid

  • Bonus or other incentive plans
  • Training and development.
  • Financial:
  • Lease or  buy  new  aircraft
  • Capital acquisition through equity  or  borrowed funds (short – or long -term)
  • Cash management through the purchase of CDs, dividends.
  • Asset Management:
  • Equipment acquisition and disposal
  • Firms may choose between seven different configurations and sizes of aircraft (actual manufacturer’s specifications are given)

 

You must draw on theory from the MBA toolkit to support your critical analysis and evaluation.

 

  • Drawing on relevant theories and models from these areas, what did you do well and what would you have done differently at the beginning of the simulation and why? How did theory help you?
  • Appraise how successful your company was in your industry.
  • Was your relative success or failure due primarily to your analysis and diagnosis or the choices and decisions you made?
  • What would you have done differently to be more successful during the simulation and why?

 

 

Criteria Excellent 70% and above Very Good 60-69% Good 50-59% Satisfactory 40-49% Marginal fail 35-39% Fail 1-34%
Theory Excellent application of theory to the simulated task of running a business, monitoring performance and adjusting decisions in the light of the success or failure in a competitive environment. Commendable application of theory to the simulated task of running a business, monitoring performance and adjusting decisions in the light of the success or failure in a competitive environment. Good application of theory to the simulated task of running a business, monitoring performance and adjusting decisions in the light of the success or failure in a competitive environment. Applies theory to the simulated task of running a business, monitoring performance and adjusting decisions in the light of the success or failure in a competitive environment. Weak identification of appropriate theories and models. No attempt to use published sources.  .
Analysis The assignment is based on assertions and uncertain evidence. Arguments are weak and cannot be sustained No evidence of analysis
Conclusions Excellent conclusions are fully derived from in-depth critical analysis, supported by evidence. Very good conclusions derived from critical analysis but less in-depth than for an A grade. Good conclusions mainly derived from analysis. .The conclusions cannot be justified A random collection of statements based on the students own point of view with little or no attempt to draw analysis to conclusions.
Reflection In-depth reflection through application of theory into practice leading to deep learning of how to improve There will be a clear reflective analysis on individual learning objectives There will be a generally clear reflective analysis on individual learning objectives. Limited reflective analysis on individual learning objectives. Little or no reflection No reflection
Presentation and Referencing Clearly and concisely structured, sourced throughout and with a comprehensive bibliography in Harvard format. Clearly and concisely structured, sourced throughout and with a very good bibliography in Harvard format. Well structured, sourced throughout and with a good bibliography in Harvard format. Few citations and no bibliography. Poorly structured. No citations. Poorly structured

Assessment evaluation criteria:  This is how your work will be marked

Description

Strategy formulation is considered as the process of selecting the most appropriate action amongst various alternatives. The appropriate action is deemed to be one that helps an organization to realize its goals in the cheapest way possible. For a person to formulate strategies for a company, they need to understand the environment, the capabilities and previous performance of the business. Formulated plans must put into consideration the critical success indicators and the focus of the strategy efforts need to be established. The process involves the management of an organization making various decisions, which have great financial implications on the firm. The process of decision making in an organization involves putting into consideration every aspect of the organization, and it should involve every employee in the organization. Most of the decisions have time frames and ambiguity, which requires the management to have high decision-making skills.