EssayLink.net| Strategic Management for Airlines and Airports Task 1 & 2 Assessment Brief 2025-26

Task 1: Strategic Management report (40%)

In order to complete the individual report students will need to select an appropriate organisation (Airline or Airport or other aviation related organisation) and research and undertake a critical analysis of the study organisation’s strategy. The report will be expected to cover the following:

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• Describe and critically analyse the company’s strategic development, its targeted market, its global competitive position.
• Critically review the company's mission statement, stakeholders, organisational culture, governance structure and corporate social responsibility (CSR) stance. 
• Use tables or diagrams to summarise the organisation's PESTEL, 5-Forces analysis, VRIO or Value Chain and its’ resources/competences. 
• Use a SWOT analysis to review and evaluate the current situation of the organisation
• Comparison study with its close competitors, related to its strengths and weaknesses and to the opportunities & threats identified.

The strategic report should be presented as a business style report following an appropriate format within the word guide of 2000 words. 

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Note tables that are numeric, charts and appendices are excluded from the word limit. Students are expected to demonstrate extensive up-to-date research from high quality academic and professional sources to support the analysis at every stage.
Word guide 2000 (+/- 10%)

This task addresses all LO’s for the module:

• Apply strategic business management principles to critically evaluate airline and airport management practice
• Critically evaluate the dynamic and ever-changing macro and micro business environments, assessing business opportunities and threats, and make justified strategic decisions for airline and airport businesses.

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Task 2: Strategic Management report (40%)

In order to complete this individual report, students will need to continue with their selected organisation (Airline or Airport or other aviation related organisation) and provide a revised and fully justified strategy based on the critical analysis of the study organisation’s strategy from Task 1 and develop this appropriately for your perception of a future reality. The report will be expected to cover the following:

• Describe and critically analyse the company’s strategic development, its targeted market, its global competitive position.
• Critically review the company's mission statement, stakeholders, organisational culture, governance structure and corporate social responsibility (CSR) stance. 
• Use tables or diagrams to summarise the organisation's PESTEL, 5-Forces analysis, VRIO or Value Chain and its’ resources/competences. 
• Use a SWOT analysis to review and evaluate the current situation of the organisation
• Comparison study with its close competitors, related to its strengths and weaknesses and to the opportunities & threats identified.

The strategic report should be presented as a business style report following an appropriate format within the word guide of 4000 words. 

Note tables that are numeric, charts and appendices are excluded from the word limit. Students are expected to demonstrate extensive up-to-date research from high quality academic and professional sources to support the analysis at every stage.
Word guide 4000 (+/- 10%)

This task addresses all LO’s for the module:

• Apply strategic business management principles to critically evaluate airline and airport management practice
• Critically evaluate the dynamic and ever-changing macro and micro business environments, assessing business opportunities and threats, and make justified strategic decisions for airline and airport businesses.

Submission of this Coursework

You must submit your work via BOTH the Assignment Submission Point and Turnitin on the Blackboard site. 

In the Assessment folder, you will find 

• Online submission: The submission point will be available for you to upload your work. 
• Turnitin submission: You can upload your work as many times as necessary to Turnitin to check your referencing before you upload the final version by the submission deadline. 

Assessment Feedback

Before the Assignment Submission

The module has several designated assessment support sessions (please check the Schedule of Study). There will be a briefing on your assessment at the beginning of the module, and this will be revisited throughout the module. There are formative opportunities to gain feedback on your airline proposal before submission of your report.  

After the Assignment Submission 

You can expect feedback to be provided to you within three weeks of the submission date, in keeping with university guidelines. Feedback is provided electronically via the Blackboard site on an assessment grid in which you can see your performance against each of the criteria. The feedback will also include a narrative of comments which should help you understand how and why the mark was derived.

5. Artificial Intelligence and Academic Integrity – AI&AI

It is important that if you use AI tools to generate an assignment that you do not submit it as if it were your own work. You must check the AI Transparency Scale (AITS) to determine what level of AI use is allowed. 

Our regulations state: 

Contract cheating/concerns over authorship: This form of misconduct involves another person (or artificial intelligence) creating the assignment which you then submit as your own. Examples of this sort of misconduct include: buying an assignment from an ‘essay mill’/professional writer; submitting an assignment which you have downloaded from a file-sharing site; acquiring an essay from another student or family member and submitting it as your own; attempting to pass off work created by artificial intelligence as your own. These activities show a clear intention to deceive the marker and are treated as misconduct. 

AI Transparency Scale (AITS)

For this assessment, the use of Artificial Intelligence (AI) tools is permitted up to AITS 2 of the Artificial Intelligence Transparency Scale (AITS). As part of your assessment submission, you are required to include a brief AI Transparency Statement that clearly communicates how you have used Artificial Intelligence (AI) in completing this work. Use the Artificial Intelligence Transparency Scale (AITS) to select the descriptor that best describes your use of AI, from AITS 1 – No AI to AITS 2 – AI for Shaping.

Your statement should:

• Indicate the AITS descriptor you are using.
• Briefly describe how AI was used (if applicable).
• Reflect on your own contribution and how you engaged critically with AI tools.

Please include this statement at the beginning of the report – between your cover page and table of content in your assessment. Failure to comply with this requirement may be considered a breach of academic integrity under our Academic Conduct Policy.

SHU AI Transparency Scale (AITS)

Assessment Criteria 

Level 6 – UG Marking Grid