Choose a commercial airline that you are familiar with or for which you will not struggle to have access
to information.
In the first part of the report you should describe its organisational structure and offer your original
analysis on its effectiveness. Here you should look at the company/group composition, the number and
type of different Business Units (BUs); how those BUs interact between them and with the
corporate/group organisation; key partnerships and relevant Insourcing/Outsourcing they manage;
relationships with stakeholders, etc, In your analysis you should highlight what you see as positive and
negative effects on their organisational choices, using comparison with other organisations, where
appropriate, and evaluate with recommendations for improvements.
In the second part of your report, you should analyse the key operational metrics that are relevant for
your chosen airlines. Describe how the airlines use those metrics to drive their business performance and
their decisions and how they communicate those metrics to internal and external stakeholders through to
the market/industry. A comparison with other airlines (ideally of similar size and business model) would
be helpful. Draw your conclusions on how effective the selected airline is in choosing the relevant metrics
and in using them to be more successful.
This assignment has been designed to provide you with an opportunity to demonstrate your
achievement of the following module learning outcomes:
LO2: Establish and determine the significance of the links to the structure of business units and functions
of different styles of management.
LO3: Evaluate the benefits to the leadership of an airline of understanding and using operational metrics
Module code
and title:
PI604 – The Airline Business Module leader: Written Assignment (CW2)
Assignment
No. and type:
CW2 -Report Assessment
weighting:
70%
Submission
time and date:
By 2pm on 11th February 2022 Target feedback
time and date:
By the 4th of March 2022
2
Task requirements
• Your work should use a word count of 3000 words -/+10%. and must be in a report format
• Write student name and ID on first page
• Use Arial 12 with 1.5 line spacing
• Organise the text in few sections and paragraph
• Include table, graphs, charts, drawing or photos as appropriate
Referencing and research requirements
Please reference your work according to the HARVARD style as defined in Cite Them Right Online
(http://www.citethemrightonline.com). This information is also available in book form: Pears, R. and
Shields, G. (2019) Cite them right: the essential reference guide. 11th edn. Basingstoke: Palgrave
Macmillan. Copies are available via the University library.
How your work will be assessed
Your work will be assessed on the extent to which it demonstrates your achievement of the stated
learning outcomes for this assignment (see above) and against other key criteria, as defined in the
University’s institutional grading descriptors. If it is appropriate to the format of your assignment and your
subject area, a proportion of your marks will also depend upon your use of academic referencing
conventions. This assignment will be marked according to the grading descriptors for Level 7.
Your work will be marked according to the following criteria:
– Understanding of the effectiveness of different organisational structures (40%)
– Understanding of the importance of key airlines operational metrics (40%)
– Appropriate structure, style, language, length of your report (10%)
– Effective use of external sources and correct referencing (10%)
Submission details
• You are reminded of the University’s regulations on academic integrity, which can be viewed on the
University website: https://www.bucks.ac.uk/sites/default/files/2021-07/academic-integritypolicy.pdf. In submitting your assignment, you are acknowledging that you have read and
understood these regulations
• This assignment should be submitted electronically. Please use the relevant Turnitin
submission point in the Submit your work area in your Blackboard module shell.
• Please ensure that your work has been saved in an appropriate file format. Turnitin will only
accept the following file types: Microsoft Word, Excel or PowerPoint, PostScript, PDF, HTML,
RTF, OpenOffice (ODT), Hangul (HWP), Google Docs, or plain text. Your file must also contain at
least 20 words of text, consist of fewer than 400 pages and be less than 40MB in size.
• You can submit your work as many times as you like before the submission date.
3
Before you submit
• Please use the provided checklist below to make sure you are ‘fit to submit’ your work
• We recommend you use this checklist as soon as you get this assignment brief to help you plan
your work
Fit to Submit: Assignment Checklist
This brief assignment checklist is designed to help you avoid some of the most common mistakes
students make in their coursework.
Have you read the assignment brief? If not, do so now!
In it you will find details of the assessment task, word count, the assessment criteria your work is marked
against, and the learning outcomes – the basis for the assessment strategy in each module.
Students often lose marks by forgetting some of the more straightforward elements of their
assignments. We recommend that you “tick off” each of the points below as you prepare your work for
submission. If you need any help, ask your tutor and/or visit
https://bucks.ac.uk/students/academicadvice/assessment-and-examination
Have you read and understood the assessment criteria?
Have you met the learning outcomes? You will lose marks and your work may even be failed if
you have not.
Have you demonstrated you can think and write critically in the completed work? This means
you have supported your arguments/explanations appropriately e.g. using relevant academic
sources and you have offered discussion points which extends your own or others’ viewpoints
to make reasoned conclusions/judgements.
Have you maintained an appropriate tone throughout your work? Is your work formal, focused,
developed and clear?
Have you checked that the referencing in your assignment is in line with your programme
requirements?
Have you proof-read your work and used spellcheck software to check your spelling and
grammar?
Have you checked the presentation of your work is as specified by your tutor, for example, are
font size, colour, style, line spacing and margins as the tutor specified? Ensure that you are clear
on the assignment brief and all the items that are required, if you don’t, you could lose marks.
Have you kept to the word count (or equivalent)? Have you put your word count on the front page
along with name and student ID?
Can you confirm that the work submitted is your own and maintains academic integrity?
Assessment Criteria Academic Year 2021-22
Internal approval: Sarah Barry 23/9/21
4
Fail Fail Pass Pass Pass Pass Pass
0-34 (F) –
Fail
35-39 E –
Marginal fail
40-49 (D) 50-59 (C) 60-69 (B) 70-79 (A) 80-100 (A+)
Not successful Below required
standard
Satisfactory Good Very Good Excellent Outstanding
Overall marking
criteria
The work demonstrates
a limited and/or
substantially inaccurate
or no understanding of
key aspects of the
subject, with few if any
examples of coherent
and detailed
knowledge, which is
unlikely to be at, or
informed by, the
forefront of defined
aspects of the discipline
e.g. recent research,
latest techniques;
The work demonstrates
insufficient
understanding of key
aspects of the subject,
including some
coherent and detailed
knowledge, at least
some of which is at, or
informed by, the
forefront of defined
aspects of the discipline
e.g. recent research,
latest techniques;
The work demonstrates
a basic yet systematic
understanding of key
aspects of the subject,
including some
coherent and detailed
knowledge, at least
some of which is at, or
informed by, the
forefront of defined
aspects of the discipline
e.g. recent research,
latest techniques
The work demonstrates
a sound breadth and
depth of systematic
understanding of key
aspects of the subject,
including some
coherent and detailed
knowledge, at least
some of which is at, or
informed by, the
forefront of defined
aspects of the discipline
e.g. recent research,
latest techniques;
The work demonstrates
a sophisticated and
critical systematic
understanding of key
aspects of the subject,
including coherent and
detailed knowledge, at
least some of which is
at, or informed by, the
forefront of defined
aspects of the discipline
e.g. recent research,
latest techniques;
The work demonstrates
a highly accomplished
systematic
understanding of key
aspects of the subject
beyond what has been
taught, including
coherent and detailed
knowledge, much of
which is at, or informed
by, the forefront of
defined aspects of the
discipline e.g. recent
research, latest
techniques;
The work demonstrates
an exceptional
systematic
understanding of key
aspects of the subject,
including coherent and
detailed knowledge well
beyond what has been
taught, all of which is at,
or informed by, the
forefront of defined
aspects of the discipline
e.g. recent research,
latest techniques;
Assignment Specific Marking Criteria
Weighting 100%-80% 79%-60% 59%-40% 39%-0%
Criteria
Understanding of
the effectiveness of
different
organisational
structures (40%)
A comprehensive critical
evaluation of the
effectiveness of org
structures, supported with
analysis and indepth
insight. All areas of the
report solidly supported
and discussed.
There is some very good
evidence-based evaluation
of the org structures and
very indepth discussions
critically evaluating the
relevant requirements of
all sections.
There is some evidence of
evaluation of the org
structures and some
detailed attempt of critically
evaluating the relevant
requirements of all sections.
There is very limited
evaluation of the org
structures and limited
discussion critically
evaluating the relevant
sections.
.
5
.
Understanding of
the importance of
key airlines
operational metrics
(40%)
A comprehensive critical
evaluation of the
operational metrics and
also covering some
element of financial and
non financial metrics.
Supported with solid
analysis and indepth
insight. All areas of the
section solidly supported
and discussed.
There is some very good
evidence-based evaluation
of the operational metrics
and also covering some
financial metrics. Detailed
in-depth discussions
critically evaluating the
relevant requirements of
all sections.
There is some evidence of
evaluation metrics, some
coverage of operational
metrics and an attempt to
critically evaluating the
relevant requirements of the
sections.
There is very limited
evaluation operational
metrics, many items
missed or not answered
with a limited discussion
critically evaluating the
section.
.
.
Report
Presentation,
Structure, Spelling,
Grammar,
Punctuation and
Referencing (20%)
Excellent report structure
with clear
section/subsection
headings. None or very
minor spelling, grammar,
punctuation errors.
Harvard referencing format
evident. Decent solid
references used and all
areas of assignment brief
delivered in a professional
output with supporting
graphs, pictures and
insight.
A very good report
structure though some
frequent corrections
required in spelling,
punctuation and grammar.
A through proofread would
have identified errors.
Harvard referencing format
followed but some
inconsistencies.
Generally, a professional
delivery with supporting
graphs, pictures and
insight.
The report can be followed
but some regular
spelling/punctuation errors.
Grammatical improvements
required throughout but
overall structure is of an
adequate standard. Harvard
referencing format
inconsistent.
The report is poorly
structured and difficult to
read. Multiple errors in
spelling, punctuation and
grammar. Harvard
referencing system not
adhered to.