AERO2381 Part B Assessment Course Outline_March 2011_v2

8/3/2019 AERO2381 Part B Assessment Course Outline_March 2011_v2

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Aerospace, Mechanical and Manufacturing Engineering

Part BPart BPart BPart B Assessment Tasks February 2011v5

AERO2381AERO2381AERO2381AERO2381 AAAAviationviationviationviation Industry EnvironmentIndustry EnvironmentIndustry EnvironmentIndustry Environment 1111

Part BPart BPart BPart B:::: AssessmentAssessmentAssessmentAssessment


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Part B: Assessment

Schedule

Topic covered Major Assessment Task Proportionof final

assessment

SubmissionTime

Topics 1, 3,4

Assignment 1 Individual AssignmentAn individual paper on a topic on thebusiness models defined andimplemented by both full service and

low cost airlines.

20% Week 5

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

Assignment 2 - Formal Group Report

A group analytic report on a topicrelated to airline management andoperations

35% Week 10

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

Formal Group Presentation

The group presents their formal report

10% Week 12

All Topics Final Examination 35% End ofsemesterexaminationperiod


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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 EasternStandard Time)

Title: Assignment 1 Individual Assignment

Assessment brief:Compareanddiscuss thebusiness model of a full service and low costairline and its impact on the airlines network, fleetstructure and aircraft types operated,

product/services offered and operations.

20 %

You will need to summarise the key issues in the assessment topic, inyour own words, and critically comment on the theoretical aspects ofthe topic. This is an individual assessment task, that is, to becompleted by each student individually.

Consult with your course coordinator regarding any queries on theassignment.

Background:

Miller et al. (20091) states that a business model describes the rationaleof how a firm creates, delivers, and captures value - economic, social,or other forms of value. Over the past few years the global airlineindustry has changed substantially. Since the mid 1990s, new kinds ofairlines, such as the low cost carriers (LCCs), have emerged in differentmarkets. 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 arenow two predominant forms of airline business models the fullservice network carrier and the low cost carrier.

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

2Ehmer, 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 thefull service and low cost carriers business models, which arerelevant to the topic.

Assess the impact of the business models developed andimplemented by the full service and low cost carriers in terms ofroute network, operations, product/service offerings, and fleetstructure/types.

Task Scope

Explain the purpose and objectives of both the low cost and fullservice carriers.

Analyse and discuss the differences between the businessmodels developed and utilised by the full service and low costcarriers.

3 Reproduced in accordance with the Creative Commons Attribution License,

.


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Analyse and discuss the impact that the differences in the lowcost and full service carrier business models has on theiroperations, fleet types/structures, product/service offeringsand route networks.

Source: Wost (20094).

Assessment Criteria

To provide a comprehensive answer to the assessment brief, you willneed to achieve the following, as a minimum.

Display a comprehensive understanding of the topic

Report on the current full service and low cost carriers businessmodels and their influence and impact on airline operations, fleetstructure and product/service offerings.

Demonstrate a wide review of the literature and include practicalexamples 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,

.


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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 TimesNew Roman, Courier or Palatino. Wherever possible, you should useappropriate graphs, diagrams and figures to augment the text, butthese should be located in appendices, which must be referred to in thetext of your paper.

Presentation of Written Work

Typed material is required, with double spacing for clarity. A highstandard of presentation is expected and poorly presented work maybe refused. Please include your name, student number and page number inthe footer section of your assignment document.

Submission

Submitted papers are to be originals. Photocopies are not acceptablefor assessment and will be returned unmarked. However, a copy

should ALWAYS be kept, for safety. All submissions are to be firmlysecured 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 (AustralianEastern Standard Time)

Title: Assignment 2 Group Formal Report

Assessment brief: Group analytical reportrelated to airlines strategic route, market(s)and fleet analysis and competitive marketresponses.

(Refer to Project Scope below)

35 %

Consult with your course coordinator regarding any queries on thisgroup assignment.

Background:

Your group is the Commercial, Network and Strategy Department forPlatinum 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 classconfiguration) to all of Australias capital cities. Your department hasbeen requested to prepare a detailed business case report andpresentation for the Chief Executive Officer recommending thestrategic response that your airline should implement to in ordercommence 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 foryour airline. You should consider:-

- recommended aircraft type(s) (Airbus A330-300, Boeing B777-300ER 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, BoeingB777-300ER and the Boeing B787 aircraft

recommend the suggested aircraft type(s) and thenumber of aircraft to be acquired to support theproposed route network and flight schedules ;

Use all available information to assess strategicopportunities for new routes, new products/services,and the preferred aircraft type(s) for your airline.

Note: Assume bilateral air services agreements have beensuccessfully negotiated by the Australian Governmentand enable your airline to operate the proposedservices/routes.

Investigate and compare competitor performance(revenues/passenger numbers) against existing andpotential routes for your airline

Recommend the international route network and theproduct/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 andexit, commercial operations, and airline strategic management. Thereare 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 Assessment3.

This project contains two (2) parts. The first part requires investigationof market opportunities and competitor operations; the second part ofthe project requires a carefully reasoned and presented proposal andpresentation outlining your recommendation to your Chief ExecutiveOfficer (CEO).


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To properly address both parts of this project the discussion/reporttext will need to reflect your understanding of relevant key conceptsraised within this course.

Part 1) - Investigation of route opportunities and aircraft types for thePlatinum Airlines international operations/network

Your group should review:-

- The payload range capability of the Airbus A330-300, Boeing B777-300ER and Boeing B787 aircraft

- airline competitors operating on the potential routes to be served byyour 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, FleetType and Size, Product Offering in Response to CompetitorOperations

Write a proposal for the international route network, fleet type andproduct offering for your airline and recommend carriage ofpassengers (by class), or air cargo, or a portfolio of both passengers and

air cargo.

You should:

Identify new markets for your airline, including frequencies inresponse to competitor airlines operations

Develop a flight schedule in which the new international aircraftwill return to an Australian base after operating 4-6international long haul sectors

Identify and recommend the product/service offerings, both onthe ground and in-flight, that your airline can implement as partof its strategic response to its entry into the internationalmarkets.

Your proposal should use relevant key concepts discussed in thiscourse, but naturally you should demonstrate reading of informationother than that which is provided as course material. Information thatyou have not created must of course be correctly cited to acknowledgethe 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) andsuggested passenger configuration

o recommend the number of aircraft to be acquired in orderto operate the proposed flight schedule

o recommend the international route network

o recommend new product/service offerings (on groundand in-flight)

o benchmark competitor performance on any new routes

o present a detailed flight schedule

o identify the proposed market demographics

o review and recommend the international strategicalliance strategies for Platinum Airlines

Assessment Criteria:

Demonstrate both theoretical and practical analysis of airline entry andexit, commercial operations and strategic management and marketanalysis 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 TimesNew Roman, Courier or Palatino. Wherever possible, you should useappropriate 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 thetext of your paper.

Presentation of Written Work

Typed material is required, with 1.5-line spacing for clarity. A highstandard of presentation is expected and poorly presented work maybe refused. Submitted papers are to be originals. Photocopies are notacceptable for assessment and will be returned unmarked. Themarking sheet provided below should be attached as the cover sheetfor this assignment.

Submission: Please note two copies of the complete second

report must be submitted before the paper will beassessed.


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Major Assessment 3: Formal Group OralPresentation

(Powerpoint Presentation)

DUE: Thursday of Week 12.

Title: The Proposed Platinum AirlinesInternational Route Network andOperations: The Strategic Analysis.

(Analysis and Research)

10 %

Objective:

This presentation aims to offer an opportunity for students to practicespeaking 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 oralpresentation about their Assignment 2 formal group report.

Each team-member is required to present some part of thegroups oral presentation

Participants will also receive qualitative comments on theirperformance.


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Aerospace, Mechanical & Manufacturing Engineering


AERO2381AERO2381AERO2381AERO2381 Aviation Industry EnvironmentAviation Industry EnvironmentAviation Industry EnvironmentAviation Industry Environment 13131313

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 toTopics 1 to 11. It will reflect material in the prescribed readings,and in the work undertaken in class discussions andassignments.


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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: Assignment Number 1

Date:

Tutor/Assessor: Glenn Baxter

Assessment criteria0 = Missed

1 = Met some requirements

2 = Met requirements to a good standard3 = Met requirements to a very good standard

4 = Met requirements to a standard of excellence

Provided a comprehensive application paper by:Feedback by marks

(circle using above criteria)

/28

= _____%

Reporting the up-to-date situation of the businessmodels defined and utilized by the full servicenetwork and low cost carriers

0 1 2 3 4

Demonstrating a wide research of literature andpractical examples to support your response

0 1 2 3 4

Demonstrating critical analysis of literature andresearch

0 1 2 3 4

Presenting correct information related to the topic 0 1 2 3 4

Presenting information in a logical, systematic andintegrated manner

0 1 2 3 4

Appropriate use of the Author-date (Harvard AGPS)Referencing System 0 1 2 3 4

General: Written work meets presentation criteria 0 1 2 3 4


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Feedback by comment


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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 criteria0 = Missed


2 = Met requirements to a good standard3 = Met requirements to a very good standard


Provided comprehensive analysis and research by:Feedback by marks

(circle using above criteria)

/50

= _____%

Demonstrating both theoretical and practical analysisof airlines market entry and exit, commercialoperations, airline product development andplanning and strategic management and market

analysis

0 5 10 15 20

Demonstrating a critical analysis the of literature onthis topic and the application of an appropriateresearch methodology

0 4 6 8 10

Demonstrating correct academic referencing(Harvard Reference Style)

0 1 2 3 4

Providing and presenting logical recommendationsbased on an in-depth analysis

0 1 2 3 4

Demonstrating effective teamwork 0 1 2 3 4

General: Written work meets presentation criteria 0 2 4 6 8

Feedback by comment


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Oral Presentation Peer Review Form

Presenter (name):

Topic of Presentation:

Date:

Other Team Members:

Tutor/Assessor:

Assessment criteria

0 = Missed


2 = Met requirements to a good standard

3 = Met requirements to a very good standard


Oral Presentation: The Proposed Platinum AirlinesInternational Route Network and Operations: TheBusiness Case.

Feedback by marks /40(please circle using above criteria)

Demonstrated rigour in the preparation andpresentation of a professional oral presentation to theclass

0 2 4 6 8

Demonstrating both theoretical and practical analysisof airlines market entry and exit, commercialoperations, airline product development and

planning and strategic management and marketanalysis and their implications for airlines fleet/routeprofitability

0 3 6 12 15

Demonstrated team-work0 1 2 3 4

Demonstrated understanding of the topic bydiscussion, and by effectively answering questions

0 2 4 6 8

A variety of quality references were given for thepresentation content

0 1 2 3 5


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Feedback by comment

Please provide some feedback tohelp the presenter review thepresentation and advance future

presentations / demonstrations:

Group

Presenter # 1

Presenter # 2

Presenter # 3

Presenter # 4

Documents

AERO2381 Part B Assessment Course Outline_March 2011_v2