BCOM101 Business Communication - Assessment 4

ASSESSMENT DESCRIPTION:

Flying Low Price Airlines: utilisation of social media Scenario

Flying Low Price (FLP) Airlines is a well-established low-cost carrier. The company is facing fierce competition from other companies operating in the same segment. Last year Flying Low Price Airlines had the highest rate of complaints in relation to flight cancellations and delays. Jane Stone, the airlines’ spokesperson, in an interview said that the airline is committed to delivering a safe and reliable service to its customers but there are times where things can go wrong for reasons outside of their control.

Jane recognised the way FLP handle disruptions is an important part of the customer experience. To address the issue of how to handle customer complaints and to improve customer experience, Jane organised a meeting with the company’s CEO, Neil Lee. In the meeting, Jane suggested that it is important to develop a social media strategy to market flights and service schedules. In this way, the company will encourage customers to engage with Flying Low Price Airlines through special offers, news alerts, information about new routes, product and service information, videos and media releases, and general updates.

Jane suggested that the introduction of social media strategy will also enable FLP to minimise the high rate of complaints in relation to flight cancellations and delays because will be able to inform passengers on time for flight cancellations and delays and as such minimise unnecessary waiting and frustration. Neil Lee was not confident about a social media strategy and how it could benefit FLP especially when negative comments are raised due to flight cancelations and delays. However, Jane was persuasive enough and Neil was keen to further investigate the impact of social media on the company’s performance.

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You have been appointed to a marketing team set up to review FLP’s social media strategy and make

recommendations to Neil about the policy and strategy FLP should adopt. What you are to do:

Write a report and explain how social media would improve customer experiences and facilitate customer engagement.

The report should be formatted in accordance with the Academic Learning Skills handout on Report Writing. It should address the following aspects:

• Social media platforms which FLP Airlines can utilise
• Positive impact of social media on company’s performance and customers’ experience
• Negative impact of social media on company’s image
• Recommendation about how FLP can engage with their customers through social media including which social media platforms would be more suitable for FLP Airlines.

Your report must include:

• At least five references, none of which are internet sources, g. websites.
• Correct report structure. Refer to the Academic Learning Skills handout on Report Writing and Dwyer, J 2020, Communication for Business and the Professions, Strategies and Skills, 7^thedn, Pearson Education, Australia(pp.532-564).
• Harvard Australian referencing for any sources you Refer to the Academic Learning Skills Student Guide on Referencing.

Peer Assessment

As this is a group assignment, 50% of the grade will be moderated by peer assessment. Every team member must assess their contribution and the contribution of other team members by completing and submitting indvidually in Moodle, in the Report submission link, a copy of Student Group Work Guideline and Individual Contribution Statement Form. Team leaders must submit this form within the Report. This form is avaiable in Moodle landing page, below the Assessment Summary Table. Its submission is mandatory; you would not be awarded a mark, if you fail to submit it.

ASSESSMENT SUBMISSION:

This assignment should be submitted online in Moodle.

The assignment MUST be submitted electronically in Microsoft Word format. Other formats may not be readable by markers. Please be aware that any assessments submitted in other formats will be considered LATE and will lose marks until it is presented in Word.

For assistance please speak to our Academic Learning Skills Coordinators, in Sydney (als_syd@kent.edu.au)or in Melbourne (als_mel@kent.edu.au). They can help you with understanding the task, draft checking, structure, referencing and other assignment-related matters.

MARKING GUIDE (RUBRIC):

The Marking Guide for the Report is shown in Appendix A (page 5).

GENERAL NOTES FOR ASSESSMENT TASKS

Content for Assessment Task papersshouldincorporate a formal introduction, mainpoints and conclusion.

Appropriate academic writing and referencing are inevitable academic skills that you must develop and demonstrate in work being presented for assessment. The content of high quality work presented by a student must be fully referenced within-text citations and a Reference List at the end. Kent strongly recommends you refer to the Academic Learning Support Workshop materials available on the Kent Learning Management System (Moodle). For details please click the link http://moodle.kent.edu.au/kentmoodle/mod/folder/view.php?id=3606 and download the file titled “Harvard Referencing Workbook”. This Moodle Site is the location for Workbooks and information that are presented to Kent Students in the ALS Workshops conducted at the beginning of each Trimester.

Kent recommends a minimum of FIVE (5) references in work being presented for assessment. Unless otherwise specifically instructed by your Lecturer or as detailed in the Unit Outline for the specific Assessment Task, any paper with less than five (5) references may be deemed not meeting a satisfactory standard and possibly be failed.

Content in Assessment tasks that includes sources that are not properly referenced according to the “Harvard Referencing Workbook” will be penalised.

Marks will be deducted for failure to adhere to the word count if this is specifically stated for the Assessment Task in the Unit Outline. As a general rule there is an allowable discretionary variance to the word count in that it is generally accepted that a student may go over or under by 10% than the stated length.