Assessment task 1: Individual Report
The following learning outcomes are assessed in this assignment: L01, L02, L03, LO4,
The report Brief
Within aviation sector, select a company/organization/event of your choice. For your chosen case
- Briefly introduce the company/ organization/
- Identify and explain the product/service they provide, paying attention to core and supplementary service as well as tangible and intangible.
- Using segmentation principles identify and explain the target markets for your chosen case, based on a discussion of the product and the promotion that is undertaken by your chosen company/ organization/ event. You must be able to identify and discuss at least two different target markets, so choose your case
- Select two current key driver of external change and evaluate how they may affect the service provision of your chosen company/ organization/ event, with a particular focus on product and
Helpful notes:
Understand what the brief is asking you to do.
Introduce the report – what you are going to write about.
Find and select the relevant information.
Distinguish between evidence and opinions.
Use examples from industry to illustrate your points.
Plan and structure the information so that different points of view are presented.
Include a word count at the end of the report.
Report 1500 words – You must stay within 10% +/- of the word count (does not include the list of reference)
Must be written in report format – Executive Summary, introduction, main body, conclusion and references.
Construct a reference list following the Harvard system
Write clearly and concisely using plain English Check grammar and spelling (English UK, not English US) you must include relevant academic theory all references and bibliography must be in Harvard Convention (minimum 15 sources)
Refer to learning resources on blackboard site for additional information.
Marking criteria
| Embark & Clarify | 10% |
| Evaluate & Reflect | 20% |
| Organize & Manage | 20% |
| Analyze & Synthesize | 40% |
| Communicate | 10% |
| Total | 100%
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| Levels of Student Achievement
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| Attributes
The student with research skill… |
0-39% | 40-49% | 50-59% | 60-69% | 70-100% |
| a. Embark & Clarify (10%) Respond to or initiate research and clarify or determine what knowledge is required, heeding ethical/cultural and social/team considerations. | Inaccurate and incomplete introduction to the report | Inaccurate or incomplete introduction to the report | Accurate and complete introduction to the report | Accurate, complete and supported introduction to the report | Accurate, complete and well supported introduction to the report |
| b. Evaluate & Reflect (20%) Determine and critique the degree of credibility of selected sources, information and of data generated, and reflect on the research processes used. | Use of an insufficient number and variety of appropriate sources | Use of a limited number and variety of appropriate sources | Use of an adequate number of appropriate sources, but limited in variety, or vice versa | Use of a good number and variety of appropriate sources | Use of an excellent number and variety of relevant and appropriate sources |
| c. Organise & Manage (20%) Organise information and data to reveal patterns and themes, and manage teams and research processes. | Extremely limited structure and coherence | Limited structure and coherence | Used some structure, but some incoherence, or vice versa | Well-structured but some incoherence | Well-structured and coherent |
| d. Analyze & Synthesize (40%) Analyse information/data critically and synthesise new knowledge to produce coherent individual/team understandings. | Inconcise, partial and inaccurate overview of the selected company/ organization/ event | Inconcise, partial or inaccurate overview of the selected company/ organization/ event, with limited support | Accurate, complete, but inconcise overview of the selected company/ organization/ event, with good support | Accurate, complete, and concise overview of the selected company/ organization/ event, with very good support | Accurate, complete, and concise overview of the selected company/ organization/ event, with excellent support |
| Extremely limited and inaccurate discussion of product/ service, with no support | Partial and inaccurate discussion of product/ service, with no support | Complete or accurate discussion of product/ service, with good support | Complete or accurate discussion of product/ service, with very good support | Complete and accurate discussion of product/ service, with excellent support | |
| Extremely limited and inaccurate discussion of target markets, with no support | Partial and inaccurate discussion of target markets, with no support | Complete or accurate discussion of target markets, with good support | Complete or accurate discussion of target markets, with very good support | Complete and accurate discussion of target markets, with excellent support | |
| Extremely limited and inaccurate evaluation of required changes, with no support | Partial and inaccurate evaluation of required changes, with no support | Complete or accurate evaluation of required changes, with good support | Complete or accurate evaluation of required changes, with very good support | Complete and accurate evaluation of required changes, with excellent support | |
| e. Communicate & Apply Ethically (10%)
Write, present and perform the processes, understandings and applications of the research, and respond to feedback, accounting for ethical, social and cultural (ESC) issues. |
Did not follow report guidelines for presentation language, format and style, or with substantial errors | Partially followed report guidelines for presentation language, format and style, but with some errors | Mostly followed report guidelines for presentation language, format and style, with some errors | Followed report guidelines for presentation language, format and style, with some errors | Followed report guidelines for presentation language, format and style |
| Many errors in in-text citations and reference list, and incomplete referencing | Some errors in in- text citations and reference list, and incomplete referencing | Some errors in in-text citations and reference list, or incomplete referencing | Mostly correct and complete citations in-text and in the reference list | Correct and complete citations in-text and in the reference list | |
