Qatar Airways is the national airline of the State of Qatar and one of the aviation industry’s big success stories

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MSc Management

Management Essentials

Summative Assessment Brief 

1.    General Assessment Guidance

· Your summative assessment for this module is made up of this Coursework submission which accounts for 100% of the marks

·  Please note late submissions will not be marked.

· You are required to submit all elements of your assessment via Turnitin online access. Only submissions made via the specified mode will be accepted and hard copies or any other digital form of submissions (like via email or pen drive etc.) will not be accepted.

·       For coursework, the submission word limit is 5000 words. You must comply with the word count guidelines. You may submit LESS than 5000 words but not more. Word Count guidelines can be found on your programme home page and the coursework submission page.

·       Do not put your name or contact details anywhere on your submission. You should only put your student registration number (SRN) which will ensure your submission is recognised in the marking process.

·       A total of 100 marks are available for this module assessment, and you are required to achieve minimum 50% to pass this module.

·       You are required to use only Harvard Referencing System in your submission. Any content which is already published by other author(s) and is not referenced will be considered as a case of plagiarism.

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·       You should include a completed copy of the Assignment Cover sheet. Any submission without this completed Assignment Cover sheet may be considered invalid and not marked.

2.    Assessment Brief

This module is assessed through one graded element worth 100%. You must achieve at least 50% to pass the module.

For this assignment you will create a Business Consultancy Report based on Qatar Airways, written in an academic style.

Qatar Airways Case Study

Background of Qatar Airways

Qatar Airways is the national airline of the State of Qatar and one of the aviation industry’s big success stories. Operations began in 1994 when the airline was a small regional carrier serving a handful of routes. The airline was re-launched in 1997 under the mandate of His Highness The Father Emir, Sheikh Hamad bin Khalifa Al Thani, who outlined a vision to turn Qatar Airways into a leading international airline with the highest standards of service and excellence.

Qatar Airways has since become one of the fastest growing carriers in the history of aviation with unprecedented expansion averaging double digit growth year on year. The airline has developed under the dynamic leadership of Group Chief Executive, His Excellency Mr. Akbar Al Baker, appointed in 1997, who has been instrumental in turning Qatar Airways into an award- winning carrier and the best in the world. Under Mr. Al Baker’s stewardship, Qatar Airways has matured into a leading force in regional and global aviation, earning many admirers around the world for its excellent standards of service.

In April 2011, Qatar Airways reached a milestone reaching 100 destinations in its global route map. Two months later, the airline achieved a remarkable feat, just 14 years after its re-launch, being named Airline of the Year 2011 at the annual Skytrax World Airline Awards with over 18 million travellers worldwide casting their votes.

In July 2012, Qatar Airways was once again named Airline of the Year 2012, holding onto its title for the second consecutive year.

Qatar Airways joined Oneworld, as of 30 October 2013, with integration into the global alliance completed within one year of the October 2012 joining announcement.

Qatar Airways remains the only Gulf airline member in any of the big three global alliances.

In 2014 the airline became the global launch customer of the first Airbus A350.

In June 2015, Qatar Airways achieved a major accomplishment receiving the Skytrax Airline of the Year 2015 accolade for a third time.

2016 to date has seen another year of notable expansion for the leading airline.

Qatar Airways won World`s Best Business Class; Best Business Class Airline Lounge and Best Airline Staff Service in the Middle East at the Skytrax Awards and announced a commitment for 100 Boeing aircraft: 10 777s, 30 787- 9s and 60 737 MAX aircraft, to power its future growth.

One of the biggest orders in the airline’s history, worth more than US$90 billion, the

announcement brought the total number of aircraft the airline has on order to more than 350.

Qatar Airways also announced a new order for three G650ERs private jets on the opening day of the 2016 Farnborough Air show in July, demonstrating continued growth and expansion of its Qatar Executive division.

Qatar Airways will become the first airline in the world to meet and exceed ICAO’s Global Aeronautical Distress Safety System (GADSS) requirement for aircraft location management, through a partnership with FlightAware and Aireon, LLC using its Global Beacon technology, which will provide minute by minute tracking capabilities.

Further information can be found on the following reference:

Qatar Airways, 2017. ‘THE QATAR STORY’[online] Available at:

www.qatarairways.com/iwov-resources/temp-docs/press-kit/The%20Story%20of%20Qatar%20Airways%20-

%20English.pdf>[Accessed 27 September 2022].

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

Assessment Tasks

Acting as a Business Consultant, you are required to develop a business report for Qatar Airways utilising the techniques and concepts you have covered in the module. You are required to critically evaluate current management practices at Qatar Airways and recommend changes that the organisation needs to implement in order to maintain its success as the best airline in the aviation industry.

The report must cover the following sections:

·       Introduction

Provide an overview of the purpose of your report including an indication of the contents, with a definition of leadership and management and why this is important in the case of Qatar Airways.

·       Task 1 - Management Practices (20 Marks; LO1)

o   Identify and critically analyse the mission, values, and management practices within Qatar Airways.

o   Critically assess whether the management practices are aligned to the mission and values of the airline.

Support your arguments with reference to appropriate academic literature, case study materials and your independent research

·       Task 2 Analysis of Business Challenges (20 Marks; LO2)

o   Identify and critically discuss the key challenges that Qatar Airways is encountering in the current environment.

o   Critically discuss how the organisations current management competency of Creativity and Innovation will enable its managers to resolve the challenges identified.

o   Critically evaluate what improvements Qatar Airways management need to implement in their management competency of Decision-making in order to mitigate the challenges identified.

Support your arguments with reference to appropriate academic literature, case study materials and your independent research

·       Task 3 - Management Behaviours of Emotional Intelligence and Resilience on Employee Engagement and Organisational Performance (20 Marks; LO3)

o   Critically evaluate Qatar Airways management’s approach to Emotional Intelligence and Resilience within their management practise.

o   Critically discuss how the organisation’s approach to Emotional Intelligence and Resilience has a potential impact in promoting high level of employee engagement and organisational performance.

Support your arguments with reference to appropriate academic literature, case study materials and your independent research

·       Task 4 Alignment of Values with Management Practices (30 marks; LO4)

Review Qatar Airways values and critically assess which values are aligned to the following management competencies using relevant models / frameworks:

i.         Managing Stakeholder Relationships

ii.         Managing Conflict and Negotiation

iii.         Managing Teams

Support your arguments with reference to appropriate academic literature, case study materials and your independent research

·       Conclusion (250 words)

Provide a conclusion that summarises your recommended changes that the organisation needs to implement in order to maintain its success as the best airline in the aviation industry.

·       Presentation and Referencing (10 Marks):

Your report structure should include the following sections:

o   Cover page (BPP University Administration Cover Sheet)

o   Table of Contents

o   List of Abbreviations (if appropriate)

o   Introduction

o   Task 1:

o   Task 2:

o   Task 3:

o   Task 4:

o   Conclusion

o   References

o   Appendix (if required)

Word count: 5000 words

Word count – only applies to the main body (shown in bold); i.e., cover page, table of content, list of abbreviations, references, assessment self-evaluation and appendix are not part of the 5000-word count.

If you have any further questions about this coursework assignment, please contact the module leader or your tutor.

Tip for Mapping the Assessment towards Module Topics and Module Learning Outcomes (LOs) with suggested word count

 

Assessment Task

Module Topic

Marks

Suggested

Word Count

Module LOs

Task 1 - Management

Practice

Module Overview and Introduction (Topic 0)

20

1000

LO1 Critically assess management practice

within organisations

Task 2 – Analysis of Business Challenges

Managing Yourself - Creativity (Topic 1) Managing Yourself - Decision-Making (Topic 2)

20

1000

L02 – Apply your understanding of management principles in relation to key business

challenges

Task 3 - Management Behaviours on Employee Engagement and Organisational Performance

Managing Yourself - Emotional Intelligence (Topic 3)

Managing Yourself - Resilience (Topic 4)

20

1000

L03 Critically evaluate how management behaviours can promote organisational success

Task 4 – Alignment of Qatar Airways’ Values and Management

Competencies

Managing Relationships - Stakeholders (Topic 5) Managing Relationships- Conflict and Negotiation (Topic 6)

Managing Teams - Teamwork (Topic 7)

30

1500

L04 Defend skills required to be an effective manager in a given business context

Presentation and Structure Introduction Conclusion

See Marking Guide in Section 3

10

 

250

250

 

 

 

100

5000

 

 

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