Aerospace, Mechanical and Manufacturing Engineering

B: Part B: Assessment

Part B

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Part B: Assessment
Schedule
Topic covered Major Assessment Task Proportion of final assessment Submission Time

Topics 1, 3, 4

Assignment 1 Individual Assignment 20% An individual paper on a topic on the business models defined and implemented by both full service and low cost airlines. Assignment 2 - Formal Group Report A group analytic report on a topic related to airline management and operations Formal Group Presentation The group presents their formal report Final Examination

Week 5

Topic 3,4, 5,6, 7,8

35%

Week 10

Topic 3,4, 5,6,7,8

10%

Week 12

All Topics

35%

End of semester examination period

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Assessment Tasks
Major Assessment 1: Individual Assignment 1 (Analysis and Research)
DUE: Friday of Week 5, by 4.30pm AEST (Australian Eastern Standard Time) Title: Assignment 1 Individual Assignment Assessment brief: Compare and discuss the business model of a full service and low cost airline and its impact on the airlines network, fleet structure and aircraft types operated, product/services offered and operations. You will need to summarise the key issues in the assessment topic, in your own words, and critically comment on the theoretical aspects of the topic. This is an individual assessment task, that is, to be completed by each student individually. Consult with your course coordinator regarding any queries on the assignment. 20 %

Background:
Miller et al. (20091) states that a business model describes the rationale of how a firm creates, delivers, and captures value - economic, social, or other forms of value. Over the past few years the global airline industry has changed substantially. Since the mid 1990s, new kinds of airlines, such as the low cost carriers (LCCs), have emerged in different markets. Furthermore, there have been a growing number of mergers, takeovers, and different forms of strategic alliances, also across business models (Ehmer et al. 20082, p. 5). Notwithstanding, there are now two predominant forms of airline business models the full service network carrier and the low cost carrier.

Miller, FP, Vandome, AF & McBrewester, J 2009, Business model, VDM Publishing House, Saarbrcken, Germany.
1

Ehmer, H, Berster, P, Bischoff, G, Grimme, W, Grunewald,E & Maertens, S 2008, Analyses of the European air transport market airline business models, Report 1.01, Deutsches Zentrum fr Luft- und Raumfahrt e.V (DLR), Kln.

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Source: Kibagami (20053).

Objective
The objectives of this assignment are that you will be able to: Identify and clearly describe the critical differences between the full service and low cost carriers business models, which are relevant to the topic. Assess the impact of the business models developed and implemented by the full service and low cost carriers in terms of route network, operations, product/service offerings, and fleet structure/types.

Task Scope
Explain the purpose and objectives of both the low cost and full service carriers. Analyse and discuss the differences between the business models developed and utilised by the full service and low cost carriers.

3 Reproduced in accordance with the Creative Commons Attribution License, <http://commons.wikimedia.org/wiki/File:Air_Asia.jpg>.

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Aerospace, Mechanical and Manufacturing Engineering Analyse and discuss the impact that the differences in the low cost and full service carrier business models has on their operations, fleet types/structures, product/service offerings and route networks.

Source: Wost (20094).

Assessment Criteria
To provide a comprehensive answer to the assessment brief, you will need to achieve the following, as a minimum. Display a comprehensive understanding of the topic Report on the current full service and low cost carriers business models and their influence and impact on airline operations, fleet structure and product/service offerings. Demonstrate a wide review of the literature and include practical examples to support your answer to the question Demonstrate a critical analysis of the literature and research Present information in a logical, systematic and integrated manner Appropriately use the Harvard Reference style

4 Reproduced in accordance with the Creative Commons Attribution License, <http://upload.wikimedia.org/wikipedia/commons/4/49/A330-200_Etihad_A6-EYP_EDDF.jpg>.

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Length of Assignment
2,500 words MAXIMUM

Format
Printed on A4 paper, double-spaced, in a 12-point font such as Times New Roman, Courier or Palatino. Wherever possible, you should use appropriate graphs, diagrams and figures to augment the text, but these should be located in appendices, which must be referred to in the text of your paper.

Presentation of Written Work

Typed material is required, with double spacing for clarity. A high standard of presentation is expected and poorly presented work may be refused. Please include your name, student number and page number in the footer section of your assignment document.

Submission
Submitted papers are to be originals. Photocopies are not acceptable for assessment and will be returned unmarked. However, a copy should ALWAYS be kept, for safety. All submissions are to be firmly secured in a cover. A cover sheet is to be attached to each submission, with: your name your course coordinators name a contact phone number, the course, and the assessment element, clearly marked on it

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Major Assessment 2: Assignment 2 (Research and Analysis)

DUE: Friday of Week 10, by 4.30pm AEST (Australian Eastern Standard Time) Title: Assignment 2 Group Formal Report Assessment brief: Group analytical report related to airlines strategic route, market(s) and fleet analysis and competitive market responses. (Refer to Project Scope below) Consult with your course coordinator regarding any queries on this group assignment. 35 %

Background:
Your group is the Commercial, Network and Strategy Department for Platinum Airlines, an Australian-based full service domestic airline, based at Sydney Kingsford Airport, who operates a fleet of 10 Boeing B737-800 aircraft on a scheduled basis (business/economy class configuration) to all of Australias capital cities. Your department has been requested to prepare a detailed business case report and presentation for the Chief Executive Officer recommending the strategic response that your airline should implement to in order commence international full service services from Australia. You will recommend the aircraft type(s), proposed international size, route network and product (both on-ground and in-flight) response for your airline. You should consider:recommended aircraft type(s) (Airbus A330-300, Boeing B777300ER and the Boeing B787). recommended international routes product offerings (on ground and in-flight) flight frequencies and schedule for the international services

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Objectives:
The objectives of this assignment are that you will be able to: conduct the analysis of the Airbus A330-300, Boeing B777-300ER and the Boeing B787 aircraft recommend the suggested aircraft type(s) and the number of aircraft to be acquired to support the proposed route network and flight schedules ; Use all available information to assess strategic opportunities for new routes, new products/services, and the preferred aircraft type(s) for your airline. Note: Assume bilateral air services agreements have been successfully negotiated by the Australian Government and enable your airline to operate the proposed services/routes. Investigate and compare competitor performance (revenues/passenger numbers) against existing and potential routes for your airline Recommend the international route network and the product/services (on ground and in-flight) for your airline Prepare a report outlining your analysis and recommendations

Project Scope:
This project requires research and analysis related to airline entry and exit, commercial operations, and airline strategic management. There are two deliverables for this project a written group analytical report, and a group oral presentation with audio-visuals. The group oral presentation is described below under the heading Major Assessment 3. This project contains two (2) parts. The first part requires investigation of market opportunities and competitor operations; the second part of the project requires a carefully reasoned and presented proposal and presentation outlining your recommendation to your Chief Executive Officer (CEO).

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To properly address both parts of this project the discussion/report text will need to reflect your understanding of relevant key concepts raised within this course. Part 1) - Investigation of route opportunities and aircraft types for the Platinum Airlines international operations/network Your group should review:The payload range capability of the Airbus A330-300, Boeing B777300ER and Boeing B787 aircraft airline competitors operating on the potential routes to be served by your groups airline, and the anticipated demand for both inbound and outbound markets your airlines proposed international network and flight schedules

Part 2) - Proposal for your Airlines International Route Network, Fleet Type and Size, Product Offering in Response to Competitor Operations Write a proposal for the international route network, fleet type and product offering for your airline and recommend carriage of passengers (by class), or air cargo, or a portfolio of both passengers and air cargo. You should:

Identify new markets for your airline, including frequencies in response to competitor airlines operations Develop a flight schedule in which the new international aircraft will return to an Australian base after operating 4-6 international long haul sectors Identify and recommend the product/service offerings, both on the ground and in-flight, that your airline can implement as part of its strategic response to its entry into the international markets.

Your proposal should use relevant key concepts discussed in this course, but naturally you should demonstrate reading of information other than that which is provided as course material. Information that you have not created must of course be correctly cited to acknowledge the original author and identify the source (in accordance with the Harvard Referencing Style Manual).
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Process:
Your group will prepare a report outlining your analysis and recommendations addressing the following items:
o

review and recommend the preferred aircraft type(s) and suggested passenger configuration recommend the number of aircraft to be acquired in order to operate the proposed flight schedule recommend the international route network recommend new product/service offerings (on ground and in-flight) benchmark competitor performance on any new routes present a detailed flight schedule identify the proposed market demographics review and recommend the international strategic alliance strategies for Platinum Airlines

o o

o o o o

Assessment Criteria:
Demonstrate both theoretical and practical analysis of airline entry and exit, commercial operations and strategic management and market analysis to: display a wide reading on the literature about this topic demonstrate analysis of route opportunities demonstrate academic referencing (Harvard Style Manual) display logical recommendations based on the analysis show good, collaborative teamwork

Length of Assignment
5,500 words MAXIMUM

Format
Printed on A4 paper, double-spaced, in a 12-point font such as Times New Roman, Courier or Palatino. Wherever possible, you should use appropriate graphs, diagrams and figures to augment the text, but

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these should be located in appendices, which must be referred to in the text of your paper.

Presentation of Written Work

Typed material is required, with 1.5-line spacing for clarity. A high standard of presentation is expected and poorly presented work may be refused. Submitted papers are to be originals. Photocopies are not acceptable for assessment and will be returned unmarked. The marking sheet provided below should be attached as the cover sheet for this assignment. Submission: Please note two copies of the complete second report must be submitted before the paper will be assessed.

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Major Assessment 3: Formal Group Oral Presentation (Powerpoint Presentation)

DUE: Thursday of Week 12. Title: The Proposed Platinum Airlines International Route Network and Operations: The Strategic Analysis. (Analysis and Research) Objective: This presentation aims to offer an opportunity for students to practice speaking skill in airline management related topics. Length: 15 minutes per group Tasks: Oral presentation is one of most important skills for airline management. Each group is required to give an oral presentation about their Assignment 2 formal group report. Each team-member is required to present some part of the groups oral presentation Participants will also receive qualitative comments on their performance. 10 %

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Major Assessment 4: Final examination End of semester written examination

DUE: End of Semester Examination Week Title: Final examination 35 %

What will be in the exam?

Your written examination will consist of questions related to Topics 1 to 11. It will reflect material in the prescribed readings, and in the work undertaken in class discussions and assignments.

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Assessment Tasks Forms

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1.

Assessment Form for Major Assessment 1

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Course Coordinator Marking Guide Assignment 1

Student Name: RMIT Student No: Title of Paper: Date: Tutor/Assessor: Glenn Baxter Assignment Number 1

Assessment criteria
0 = Missed 1 = Met some requirements 2 = Met requirements to a good standard 3 = Met requirements to a very good standard 4 = Met requirements to a standard of excellence

Feedback by marks Provided a comprehensive application paper by: Reporting the up-to-date situation of the business models defined and utilized by the full service network and low cost carriers Demonstrating a wide research of literature and practical examples to support your response Demonstrating critical analysis of literature and research Presenting correct information related to the topic Presenting information in a logical, systematic and integrated manner Appropriate use of the Author-date (Harvard AGPS) Referencing System General: Written work meets presentation criteria
(circle using above criteria)

/28 = _____% 3 4

0 0 0 0 0 0

1 1 1 1 1 1

2 2 2 2 2 2

3 3 3 3 3 3

4 4 4 4 4 4

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2.

Assessment Form for Major Assessment 2

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Course Coordinator Marking Guide Assignment 2

Student Name: RMIT Student No: Title of Paper: Date: Tutor/Assessor: Susan Young & Glenn Baxter

Assessment criteria
0 = Missed 1 = Met some requirements 2 = Met requirements to a good standard 3 = Met requirements to a very good standard 4 = Met requirements to a standard of excellence

Feedback by marks Provided comprehensive analysis and research by: Demonstrating both theoretical and practical analysis of airlines market entry and exit, commercial operations, airline product development and planning and strategic management and market analysis Demonstrating a critical analysis the of literature on this topic and the application of an appropriate research methodology Demonstrating correct academic referencing (Harvard Reference Style) Providing and presenting logical recommendations based on an in-depth analysis Demonstrating effective teamwork General: Written work meets presentation criteria Feedback by comment
(circle using above criteria)

/50 = _____%

10

15

20

10

0 0 0 0

1 1 1 2

2 2 2 4

3 3 3 6

4 4 4 8

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3.

Assessment Form for Major Assessment 3

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Oral Presentation Peer Review Form

Presenter (name): Topic of Presentation: Date: Other Team Members: Tutor/Assessor:

Assessment criteria
0 = Missed 1 = Met some requirements 2 = Met requirements to a good standard 3 = Met requirements to a very good standard 4 = Met requirements to a standard of excellence Oral Presentation: The Proposed Platinum Airlines International Route Network and Operations: The Business Case. Demonstrated rigour in the preparation and presentation of a professional oral presentation to the class Demonstrating both theoretical and practical analysis of airlines market entry and exit, commercial operations, airline product development and planning and strategic management and market analysis and their implications for airlines fleet/route profitability Demonstrated team-work Demonstrated understanding of the topic by discussion, and by effectively answering questions A variety of quality references were given for the presentation content
Part B

Feedback by marks
(please circle using above criteria)

/40

12

15

0 0 0

1 2 1

2 4 2

3 6 3

4 8 5

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Aerospace, Mechanical & Manufacturing Engineering Feedback by comment Please provide some feedback to help the presenter review the presentation and advance future presentations / demonstrations: Group Presenter # 1

Presenter # 2

Presenter # 3

Presenter # 4

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