Analyse your airline’s organisational design
Choose one airline from the following list:
• Tiger Airways
• Singapore Airlines
• Cebu Pacific.
1. Analyse your airline’s organisational design, covering the following points in your analysis:
a. theextent to which the organisation is centralised
b. the departments in the airline, together with an analysis of what kind of departments theyare, applying the categories described in pp. 439–41 of the textbook
c. the extent of formalisation in the organisation
d. the extent to which the organisation observes the principle of unity of command
e. the type of organisational design that the organisation most closely resembles (bureaucracy,virtual organisation, matrix organisation etc.), with your reasons for this finding.
2. Identify five different factors in the external environment that have had powerful effects on thisairline’s operations (positive or negative) for an extended period and will continue to do so infuture. Explain why these factors have such a powerful influence and why the airline is forced totake some action in response. Note that you should not describe what the airline has actually donein response – analyse the impact of the environment and why the airline needs to respond, not theairline’s behaviour.
All factual information in your report must be supported by references to suitable publications. You maynot rely on personal knowledge of the organisation or information obtained informally from family,friends etc.
The reportshould have a mixture of factual data and analysis but remember the only purpose of the data is to support the analysis. Your responses to the two parts of the assessment task are the reason for the report and everything you write should be directly relevant to your eventual findings.
Your report needs a concise introduction and a conclusion. The introduction should be no more than 200 words. It should explain the purpose of the report and give a concise summary of the main characteristics of your chosen airline (size, brief history, coverage, scope). The conclusion should not introduce any new material but restate the main findings in the report. Again, no more than 200 words please and fewer if possible.
The body of the report should have informative headings and subheadings to help readers navigate through the text. The headings and subheadings should then be compiled into a table of contents at the front of the report. Try to write succinct arguments that begin by summarising the relevant data you have found – with references to sources – and then proceed to analyse it with your findings – with references to applicable theory. Use tables and graphics if they can present your data more effectively than conventional text.
Assessment in academic study is not primarily about demonstrating learners’ logic or common sense or knowledge gained from work experience, valuable though all these things are in other contexts. The principal purpose of assessment tasks is for people enrolled in a unit to demonstrate they have read and understood the unit literature (textbook and prescribed readings) and can apply the theory in practice. The only way to do that persuasively – the ONLY way – is to develop an argument grounded in a theoretical framework drawn from the academic literature, and this will necessarily involve extensive referencing to that literature. You should refer to suitable literature to explain the meanings of the specialised terms that you are using in the report such as centralisation and departmentalisation. Answer point (e) with a methodical analysis of the relevant information, using a theoretical framework from the literature for your analysis. For example, if you find the organisation is a bureaucracy you must justify your finding by describing the characteristics of a bureaucracy as found in academic literature. Then explain how the factual information about your organisation is consistent with these characteristics. Refer to the literature frequently, to demonstrate that your argument is based on accurate interpretation of the applicable theory.
You should also refer to the advice about report writing published by the Academic Skills Development sectionhere, especially if you are unsure how to set out a report.Take special note of the advice about executive summaries. The executive summary is the most important part of the report so while you will probably write it last, don’t do it as a last-minute afterthought. It is worth 10% of the total mark for the assignment.
The marking criteria are published to give you detailed guidelines about the way in which your mark will be calculated. Please read them carefully. Note that they are a guide, not an arbitrary formula for allocating marks, and no set of criteria can accurately describe every possible assignment. Your final mark will reflect the application of academic judgement by your marker to your whole assignment.
Response to assignment instructions (required to meet minimum expectations)
1. Is the report free of unacceptable plagiarism as evaluated by the Turnitin originality report?
2. Is the report less than 2200 words, excluding executive summary, references, table of contents and appendices? ‘No’ means automatic referral to Chair of School Board for investigation under SCU Academic Integrity Policy.
‘No’ means automatic referral back to student with a request to resubmit, with penalties for late submission accruing until resubmission.
Outstanding Excellent Good Satisfactory Unsatisfactory
Overall response to assignment brief (about 30% of total mark)
Report responds directly to the assignment topics with no irrelevant material
Report responds to the assignment topics with minimal irrelevant material
Reportgenerally responds to the assignment topics although there is a small amount of irrelevant material
The report responds to the assignment topicsto an extent although some of the material is not relevant and/or some points are ‘off track’ to a significant extent
Taken as a whole the reportis not responsive to the assignment topics
Comprehensiveness of report:
The report includes a wealth of relevant information about all issues in the topic. Given the word limit, it is difficult to imagine a more comprehensive report.
The report includes a very extensive amount of relevant information about all issues in the topic.
The report includes a considerable amount of relevant information about all issues in the topic; some issues have more data than others and/or there was scope to include more data in the report.
The report includes an adequate amount of relevant information about most of the issues in the topic. The discussion is somewhat unbalanced with some issues receiving more attention than others and overall there was scope to include quite a lot more data in the report.
At least two important issues are barely discussed, and/or the amount of information included is inadequate.
Understanding of relevant unit theory (about 30% of total mark for the assignment)
Depth of understanding:
Demonstrated deep, accurate understanding of relevant unit principles and concepts at a very high level of sophistication
Demonstrated deep, accurate understanding of relevant unit principles and concepts
Demonstrated accurate understanding of relevant unit principles and concepts, although a little superficial in places
Sound grasp of relevant unit principles and concepts, perhaps a little one-dimensional and superficial in places and perhaps some misconceptions
One or more important concepts or principles seriously misunderstood
Extent of reading about theory:
Reports draw on an exceptionally wide and diverse range of academic sourcesfor theory – at least 12
Reports draw on a wide and diverse range of academic sourcesfor theory – at least 9
Reports draw for theory on relevant unit readings and textbook chapterswith limited additional readings found by independent research – at least 6 sources in total
Reports draw mainly on unit textbookand readings for theory – at least 3 sources in total
Less than 3 items of academic literature for theory cited in reports
Quality of research (about 20% of total mark for the assignment)
Research into airline:
Demonstrated deep, comprehensive knowledge of the selected airline
Demonstrated comprehensive knowledge of the selected airline
Demonstrated extensive knowledge of the selected airline although some comparatively minor gaps were apparent
Demonstrated adequate knowledge of the selected airline although some significant gaps were apparent
Failure to demonstrate sufficient knowledge of the airline to make informed response to part 1 of the assignment
Research into environment:
Demonstrated deep, comprehensive knowledge of the airline industry’s environment in Asia Pacific
Demonstrated comprehensive knowledge of the airline industry’s environment in Asia Pacific
Demonstrated extensive knowledge of the airline industry’s environment in Asia Pacific although some comparatively minor gaps were apparent
Demonstrated adequate knowledge of the airline industry’s environment in Asia Pacific although some significant gaps were apparent
Failure to demonstrate sufficient knowledge of the airline industry’s environment in Asia Pacific to make informed response to part 2 of the assignment
Executive summary (about 10% of total mark)
Executive summary provides a concise yet comprehensive summary of report purpose, scope and all key findings with outstanding economy and clarity. Executive summary provides a concise yet comprehensive summary of report purpose, scope and all key findings with very good economy and clarity. Executive summary provides an informative summary of report purpose, scope and key findings with above average economy and clarity. Executive summary provides an informative summary of report purpose, scope and key findings although with significant omissions, and it could have been clearer and/or more concise. Executive summary is uninformative about a substantial part of the report, or is missing.
Technical matters (about 10% of total mark for the assignment)
Length: Report does not exceed 2000 words not counting references, direct quotes, table of contents, executive summary and appendices
Report exceeds 2000 words
Structure of report: Report has suitable introduction and conclusion and different sections are identified effectively One or two significant flaws in structure (e.g. inadequate introduction or conclusion or poor use of headings) Three or more significant flaws in structure
Spelling etc: No errors noted in spelling, grammar, syntax and punctuation Spelling, grammar, syntax and punctuation are generally correct although there are two or three minor errors Several errors in spelling, grammar, syntax or punctuation Spelling, grammar, syntax and punctuation are below acceptable standards for academic writing.
Referencing: Harvard referencing system is used with 100% accuracy
Harvard referencing system is used with high level of accuracy Harvard referencing is used correctly although there are some significant errors Harvard referencing not used where it should be, or used with very serious errors
Reference list: References are listed with complete accuracy and in alphabetical order Some minor formatting errors in reference list Significant formatting errors in reference list and/or some works listed that were not referenced in-text Serious formatting errors in reference list and/or some sources not listed and/or works not listed in alphabetical order
School extension policy
Students wanting an extension must make a request at least 24 hours before the assessment item is due and the request must be received in writing by the unit assessor or designated academic.
Extensions within 24 hours of submission or following the submission deadline will not be granted (unless supported by a doctor’s certificate or where there are exceptional circumstances – this will be at unit assessor’s discretion and will be considered on a case by case basis). Extensions will be for a maximum of 48 hours (longer extensions supported by a doctor’s certificate or exceptional circumstances to be considered on a case by case basis).
A penalty of 10% of the total available grade will accrue for each 24-hour period that an assessment item is submitted late. Therefore an assessment item worth 20 marks will have 2 marks deducted for every24-hour period and at the end of 10 days will receive 0 marks.
Students who fail to submit following the instructions in the Unit Information Guide (i.e. through Turnitin) will be deemed to have not submitted the assessment item and the above penalty will be applied until the specified submission guidelines are followed.
Please note: work commitments are rarely a sufficient reason to approve special consideration and being away on holidays is never a reason. There is no penalty for submitting an assignment BEFORE the due date, so if you are going away just manage your time to get assessment tasks finished before you go. You’ll enjoy your holiday more.
You should plan your studies so you can complete assessment tasks despite the distractions of the Christmas/New Year holiday season. Applications for extensions because of the holidays will not be approved.
Extensions will NOT be granted because of problems with personal computers or storage devices. Back up your work every day to a secure location.