Acting as a Business Consultant, you are required to develop a business report for one of the following airlines in the aviation industry, utilising the techniques and concepts covered in the module. This report will be shared w

Module title Module code	Information Systems for Business Performance IMA7004
Assessment Number	1
Assessment Type (and weighting)	Research report of 4500 words 100%
Assessment Name	Development of digital business strategy
Assessment Submission Date	30^th May 2025 via Turnitin by 23:59hrs
UoB module link	https://modules.bolton.ac.uk/IMA7004

Learning outcomes assessed:

LO1: Evaluate issues relevant to the development, implementation, and evaluation of successful strategies for business performance, in particular e-business strategies

LO2: Critically appraise the challenges faced by managers in the development and deployment of strategy for enhancing business performance

LO3: Critically analyse how business prepare effectively for the future, transforming strategies into plans, plans into actions, and actions into results, and apply a range of alternative models and tools in environmental analysis and performance measurements for competitive advantage

LO4: Successfully deploy relevant critical, analytical, and academic skills in an extended piece of writing related to management information systems

Use of Generative Artificial Intelligence (GAI) Applications in this Assessment

AI Status

Application

Notes

Category A

No GAI tool is permitted.

While grammar and/or spell checkers may be used to correct individual words and sentences, the use of GAI is not allowed. This is because the learning outcomes require you to produce original assessment work without any GAI assistance

Any GAI generated content which is presented as your own original work and is not acknowledged will be assessed for academic misconduct.

Assessment Task:

Scenario:

Acting as a Business Consultant, you are required to develop a business report for one of the following airlines in the aviation industry, utilising the techniques and concepts covered in the module. This report will be shared with the senior executive of the chosen organization sons, focusing on helping the organization navigate the complexities of digital transformation and remain competitive in an increasingly digital economy.

Select one organisation from the list below:

Qatar Airways
Emirates
British Airways

You are required to critically evaluate the current digital adoption, capability in business performance management and digital marketing practices and to recommend digital business strategies that the organisation needs to implement in order to maintain the airline’s success in the aviation industry.

It is recommended that you should carry out a substantial amount of individual research to strengthen your understanding of the business context.

Assessment Task

Part 1 – Synopsis – Formative assessment

You are required to produce a 500-word Synopsis, which should include the context of the chosen organization:

Identify the company mission, goals and values, and explain how they are relevant to the digital business plan and digital strategies the company has previously and currently adopted. Please provide evidence and relevant references to support your answer.

Part 1 should be completed by 10^th week.

Part 2 – Business Analysis Report (4500 words) Summative Assessment

You are required to produce a report of 4500 words.

Please include cover page and content page

In the cover page, please Indicate the module, student name and student ID, tutor/lecturer’s name and number of words (excluding cover page, content page, and reference list)

The report must cover the following sections:

1.Introduction

Provide an overview of the purpose of your report including an indication of the contents, with a definition of digital business and why this is important in the case of the chosen organization.

2.Analysis of current digital business plan

Provide a critical analysis of the organization’s present digital business plan and use of digital technologies; evaluate how they are aligned to the organization’s vision, mission, and business goals.
Discuss both internal and external environmental factors on the chosen organisation’s business. You are required to apply two strategic analytical techniques (such as SWOT analysis, PESTEL analysis, Porter’s Five Forces, etc) for the analysis.

3.Analysis of digital marketing practices

Conduct a critical analysis of the organization’s current digital marketing practices and provide potential areas for improvement.

4.Analysis of Business Performance Management

Critically evaluate the chosen organization’s capability in controlling its business performance, based on the Balanced Scorecard (BSC) performance management framework.
· Suggest a list of performance indicators which can help further improve the chosen organization’s performance; and explain their roles and importance across the chosen organization.

5.Recommendation of digital technologies and strategies

o Based on the analysis of current digital business plan and business performance management, provide recommendations on applications of digital technologies and digital strategies that enhance competitive advantage and decision making for the chosen organization.

o For each of the recommendation, you must provide at least one real business case study either within or outside the aviation industry and identify key learnings from each case study which can be applied to the chosen organization, in order to enhance the report’s credibility and provide evidence of success from past projects.

6.Challenges of digital strategy deployment

Discuss potential challenges and risks when deploying and implementing the proposed digital technologies and strategies.
Provide solutions to overcome these challenges.
Summarizes the key findings, reinforces recommendations, and helps guide the organization’s next steps.

Conclusion

Reference List (Not included in word count)

Include a comprehensive list of all sources cited in the report, following the required citation style.

Word count: 4500 words

Word count – only applies to the main body, i.e., cover page, table of content and references are not part of the 4500 word count.

You will only be graded on the first 4500 words.

Declaration: At the end of the assessment you should also include a declaration of any software tools including Generative AI (GAI) applications that you used in developing and completing the assessment.

Minimum Secondary Research Requirements

Level HE7 – It is expected that the Reference List will contain between fifteen to twentieth sources. As a MINIMUM the Reference List should include four refereed academic journals and five academic books.

Citations and references should the Harvard Referencing System: see https://leaponline.bolton.ac.uk/My-Academic-Development/My-Writing-Techniques/Referencing/Level-2/Harvard-Referencing.aspx

Specific Assessment Criteria/Marking Scheme

Appendix A – Provides a rubric identifying specific assessment criteria (rubric) for the elements identified in the proforma feedback sheet.

Appendix A – General Assessment Guidelines for Written Assessments Level HE7

Exception (85-100%)

Distinction (70-84%)

Merit (60-69%)

Pass (50-59%)

Borderline Fail (45-49%)

Fail (Below 45%)

Analysis of current digital business plan [20%]

Provides deep analysis of the organization’s digital business plan, with an insightful evaluation of digital technologies. Highly aligned with vision, mission, and goals.

Exceptionally well-applied strategic techniques integrated into the analysis, providing valuable insights into internal and external factors

Strong analysis with a good evaluation of digital technologies and a clear alignment with the organization’s vision, mission, and goals.

Strong application of strategic techniques. Most insights are valuable and relevant to internal and external factors affecting the business.

Adequate analysis of digital plan. Some alignment with vision, mission, and goals, though not thoroughly explored.

Adequate application of strategic techniques. Some insights provided but may lack depth or relevance for internal and external factors affecting the business.

Basic analysis, generally aligned with vision, mission, and goals, but lacks depth in evaluating digital technologies.

Basic application of strategic techniques. Minimal insights into internal and external factors. Analysis lacks complexity.

Weak analysis with limited connection to the organization’s vision, mission, and goals. Incomplete exploration of digital technologies.

Weak application of strategic techniques. Insights are shallow or unclear. Few relevant internal and external factors are discussed.

Little to no analysis. No clear connection between digital plan and vision, mission, or goals. Inaccurate or irrelevant content.

No use or incorrect application of strategic techniques. No relevant insights into internal or external factors.

Analysis of digital marketing practices [15%]

Exceptionally insightful and critical analysis of digital marketing practices.

Insightful and well-justified suggestions for improvement. Clearly articulated with strong reasoning and supported by evidence.

Strong and relevant analysis of digital marketing practices, with most areas thoroughly explored.

Strong suggestions for improvement. Most are well-justified and relevant, though some may lack full clarity or depth.

Adequate analysis of digital marketing practices, though some areas may be underexplored or lack critical insight.

Adequate suggestions for improvement. Some suggestions may lack depth or clear connections to the analysis.

Basic analysis of digital marketing practices.

Basic suggestions for improvement provided, though they are general and lack depth or strong connections to the analysis.

Weak analysis of digital marketing practices.

Weak or unclear suggestions for improvement provided. Minimal justification or reasoning offered.

Little to no analysis of digital marketing practices.

No or inappropriate suggestions provided. Lacks reasoning or relevance to the analysis.

Analysis of Business Performance Management [20%]

Exceptional understanding and application of the Balanced Scorecard with strong examples and evidence.

Insightful and well-justified list of performance indicators, clearly linked to business improvement. Excellent explanation of their roles and strategic importance.

Strong understanding and application of the Balanced Scorecard with relevant examples and evidence.

Strong and relevant suggestions for performance indicators, well-explained with clear relevance to the organization’s business objectives.

Adequate understanding and application of the Balanced Scorecard with some relevant evaluation.

Adequate suggestions of performance indicators. Explanations are sufficient but may lack depth or strong links to the business context.

Basic understanding and application of the Balanced Scorecard

with some relevant evaluation .

Basic suggestions for performance indicators. Explanations are brief or underdeveloped, lacking clarity on their strategic importance.

Weak understanding and application of the Balanced Scorecard with some relevant evaluation.

Weak or unclear suggestions of performance indicators. Explanations are minimal, with little understanding of their roles or relevance.

Little to no understanding or incorrect application of the Balanced Scorecard. No meaningful evaluation of business performance.

No or inappropriate performance indicators suggested. Explanations are absent or irrelevant to business performance improvement.

Recommendation of digital strategies [20%]

Exceptionally well-developed and creative digital strategies. Strong connection to earlier analysis and evidence from case studies. Key learnings clearly articulated.

Excellent use of highly relevant case studies. Insightful identification of key learnings that can be effectively applied to the chosen organization.

Strong digital strategies based on solid analysis. Relevant case studies used to provide practical examples and insights. Key learnings clear.

Strong use of relevant case studies. Key learnings are identified and mostly well-applied to the chosen organization.

Adequate digital strategies with reasonable connections to the analysis. Case studies and key learnings are present but may lack depth.

Adequate use of case studies, though some examples may lack relevance or depth. Key learnings are identified but may lack full clarity.

Basic digital strategies provided, but may lack clarity or depth. Case studies used, though key learnings are not fully developed.

Basic use of case studies, though connections to the organization’s context are weak or unclear. Key learnings are not fully explained.

Weak digital strategies with unclear connections to the analysis. Case studies used inappropriately or key learnings are superficial.

Weak or irrelevant case studies. Key learnings are unclear or absent.

No or inappropriate digital strategies suggested. Case studies are irrelevant or absent, with no meaningful key learnings.

No case studies used, or completely irrelevant examples provided. No identification of key learnings.

Challenges of digital strategy deployment [15%]

Comprehensive identification of potential challenges and risks. Deep insight into the organizational and technological complexities of deploying strategies.

Exceptionally well-thought-out solutions tailored to the organization’s context.

Relevant identification of challenges and risks. Most key factors are considered, though some may be underdeveloped.

Practical solutions provided and relevant, though may lack innovation or depth in some areas.

Adequate identification of challenges and risks. Some important aspects may be missed or underexplored.

Adequate solutions provided but may lack depth to address all relevant issues.

Basic identification of challenges and risks. Most points are general and may lack insight into organizational-specific issues.

Basic solutions provided, though they may be overly general or lack specificity in addressing key challenges.

Weak identification of challenges and risks. Key factors are missing or poorly explained.

Weak solutions provided. Few relevant or practical ways to overcome challenges are offered.

Little to no identification of challenges or risks.

No or irrelevant solutions provided. Fails to address challenges in any meaningful way.

Format, Structure and Referencing [10%]

Coherently articulated
and logically structured
the business plan and
an appropriate format
is used.

For the most part
coherently articulated
and logically structured
the business plan and
mostly followed the
appropriate format.

Adequate attempt
at articulation and
logical structure of
the business plan
and an acceptable
format used.

Limited attempt at articulation and problems with structure of the business plan. Some formatting errors. Some of the sources may
be a little outdated.

Poorly structured. Lack of articulation of the business plan. Format
deficient and sources may be a little outdated.

Lack of articulation.
Format deficient.
Limited engagement with appropriate
literature: sources are dated and/or