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Singapore Airlines Case Study
Singapore Airlines Case Study
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Learning outcomes and pass attainment level:
1. Analyse and classify an organisation’s current e-business strategy, identifying their
strengths and weaknesses relative to those of their direct competitors.
2. Choose effective e-business strategies for the delivery of products and services to
increase market share and sustainability.
3. Compile and elaborate understanding of concepts, theories, frameworks and
principles for e-commerce and e-business and their competent use.
.
Assignment Brief & Guide
Module: Level 6: E-Business
In addition, marks will be awarded for the overall presentation, argument and understanding,
use of sources and evidence, academic referencing and written communication (10%)
NOTE: The list below is just a guide.
Table of contents
1.0 Introduction
Purpose of the report
Brief insight/overview of topic area
Structure of report
1.1 Overview of the selected firm (very brief) – with respect to their online/offline activities
What is the firm’s business model – you could consider the Business model canvas (see
week 2 Lecture notes)
B2C; B2B; etc.?
Generic Business Strategy (Porter’s) of your firm?
2.0 Element 1 (LO1 assessed) – an analysis of the impact of Covid-19 on the adoption
and utilisation of digital technologies, in the industry of your selected organisation.
(30%)
Points to consider for this section:
The focus here should be on the industry of your selected firm. Use relevant data,
trends, etc. to support the discussion here
Address the following issues in the context
of covid-19 and digital technology adoption
in the selected industry:
Examples of
theories,
frameworks you
can consider
Demand for digital services from
customers
Understanding the barriers and enablers
to consumer adoption
Macroenvironment
Impact of legal, privacy and ethical
constraints or opportunities on a
company
PESTL factors
should be reviewed
Competitors Porter’s 5 Forces or
Competitive threats
acting on a digital
business framework
3.0 Element 2 (LO2 & LO3 assessed) – an evaluation of how your selected
organisation has managed to cope, adapt or survive during the pandemic. What are
the implications for the organisation operating in this industry, for instance, on their
supply chain, eCRM, reintermediaion or disintermediation strategies, etc.? (30%)
Points to consider for this section:
Tip: From the marketing mix, Place – refers to disintermediation and reintermediation. In particular,
use of new intermediaries to promote and sell products.
Define key concepts – reintermediation and
disintermediation
Has your company
utilised any of these?
Are existing players, in the industry, making use of the new
intermediaries to promote their services through advertising?
Consider vertical
integration and/or
virtual integration
What is the consequence(s) of companies, particularly your
selected company, simultaneously following a
disintermediation and reintermediation strategy?
Were there any impact
on:
Porter’s Value Chain
(e-Value chain?)
eCRM
e-Supply Chain
Management?
Is there a link between
the approaches they
have adopted and its
generic
strategy/business
model? [Refer to 1.1]
Ansoff’s matrix
4.0 Element 3 (LO1 assessed) – a discussion and recommendation(s) on how the use
of social media or social commerce can assist your chosen organisation in
addressing issues such as customer behaviour, post-covid-19. (30%)
Review the scope of social media here – You can apply the Content Marketing Matrix
here
Consider the Customer Life Cycle and RACE marketing value framework
Additional points:
– Ensure that you use relevant academic theories, frameworks and models to support
your discussion throughout the report.
– You may include appendices citing relevant data, images, samples, etc. provided you
refer to them directly in your report brief.
– The writing style is important. You must show a good research trail. Consult many
sources and give precise references.
5.0 Brief conclusion (very brief)
Summarise the main points of your research. …
Connect the significance or results of the main points.
References
Appendices (if applicable)
Labor force and unemployment
Labor force and unemployment
Essays should be double spaced, 12 point font, with a minimum of 500 words to a maximum of 1000 words. Print the word count at the end of the essay. On MS Word, the word count can be found in the status bar in the lower-left corner of the window. Articles can be chosen from: The Wall Street Journal, The New York Times, Bloomberg, The Economist, BusinessWeek, Business Insider, The Washington Post, Fortune, Forbes, Time, NPR, Inc, CNBC, AP, Reuters, MarketWatch, U.S. News and World Report, the BBC, The Orlando Sentinel, or similar well respected, widely circulated news or business publication. Include a copy of the article with your essay.
Begin your essay by listing the class topics it covers. Then go on to describe how the article illustrates the topics.
DO NOT SUMMARIZE THE ARTICLE. Your essay should be about the topics, with the article used for examples.
The purpose of the essay is to connect the classroom theory to real world events and to help students see the many different situations in which economics and economic reasoning can be applied. This is not a research paper and does not need to be written in that formal, scholarly format. A more conversational approach is better.
Write as if you were telling someone a story in your own words about something interesting you just learned. However, any quoted material must be clearly identified with quotation marks. If you have mostly copied from the article, it may be returned to be rewritten because you didn’t write it in the first place.
Some quotes can be useful but THE PAPER SHOULD BE MOSTLY YOUR OWN WORDS. Note that you are not writing specifically about either the topic or the article. You are making the connection between them and writing about why the event in the article is a good example of the topic.
If these instructions are not followed your paper might be returned to be rewritten or have points deducted.
Social Determinants of Health Knowledge to Effective Action for Change
Social Determinants of Health Knowledge to Effective Action for Change
In the process of writing the paper, you should be able to:
Justify the artifact and your methodological choice
Advance and defend an insightful interpretation
Explain the relevance and applicability of the interpretation
Paper Format:
Introduction (5-10% of your paper length):
In this section, you should introduce your analysis. You should provide a bit of background, identify your research questions(s), and state your thesis for your interpretation.
This section should answer the reader’s question: what is this paper about and how is it organized?
Study description (15-20% of your paper length):
In this section, you should describe the artifact you are examining. In doing so, you should provide a description of the rhetorical situation/background of the artifact. You can discuss why the artifact is worth analyzing and/or talk about the consequences of the artifact (was it positively or negatively received?). After discussing the artifact, you need to talk about your method. In explaining how you approached your study, you should describe what theory of criticism you used as well as what steps you took to generate your data. For example, if you looked at multiple texts, explain how you determined which texts to examine.
This section should answer the reader’s question: what are you studying, why is this artifact worth studying, and how did you study the artifact?
Analysis (40-60% of your paper length)
In this section, you should explain and discuss your research findings. Remember that you are making an argument for your interpretation, so you should use evidence from the artifact to back up your analytical claims. There is no standard way of organizing this section since it will depend heavily on the nature of your artifact and study. However, you might try to organize this section according to your findings. For example, if there are three main metaphors you found in your artifact, this section could be broken up into a discussion of each metaphor. As you discuss your findings, you are generally doing two things: proving that the finding exists and explaining what the finding means for your critique.
This section should answer the reader’s question: what are your findings and what do they mean for the artifact?
Implications and conclusion (15-25% of your paper length)
In this final section, you should take a step back from the close reading of your texts and talk a bit about the larger implications of your analysis.
This section should answer the reader’s question: how do your findings apply to other artifacts?
Deliverables:
There are multiple deliverables associated with the Research paper.
Video Recording: Summarize your findings in 2-5 minutes video.
Students can use a variety of video recording cameras and editing software (Microsoft MovieMaker, iMovie, Adobe Premiere).
Prioritize recording high-quality audio. The further the microphone is from you, the worse your audio quality will be. Recording indoor in quiet spaces for capturing high-quality audio.
Paper: Paper length should be 8-10 double-spaced pages not including title page, references, or illustrations and tables.
Requirements:
Papers must be 8-10 pages/approximately 2500 words in length, typed, double-spaced, 12-point Times New Roman font.
Students will use APA documentation style for this paper. All papers will end with a list of works cited, prepared in APA format.
Papers must be original. Plagiarism will result in an F.
Papers must be free of spelling, grammar, and punctuation errors.
Use APA citations throughout the paper. If you are not familiar with APA citation, check out the tutorial APA Guidelines for Citing Sources at the end of the course syllabus, course overview and reference examples.
Include a separate Reference page at the end of the paper.