Assessment Overview

Assessments are classified as ‘formative’ (contributes to acquiring the skills and knowledge to achieve the learning objective) or ‘summative’ (assesses whether learning objectives have been achieved).

Assessment Task Item	Individual/ Group Task	Related Learning Outcome(s)	Weighting	Due Date
Written Report	Group	1, 3, 4	30%	Sunday November 8th 2020 at 1159pm
Oral Presentation	Group	1, 3, 4	10%	Saturday October 31st 2020
Research Essay	Individual	1, 2, 3	25%	Sunday October 18th 2020 at 1159pm
Case Study Report	Individual	1, 2, 3	35%	Sunday November 15th 2020 at 1159pm

Feedback will be given for numerous formative assessment tasks.

The grading rubrics/marking criteria associated with each assignment are be communicated separately.

Graded Assessments (Summative) 

GROUP WORK (40%)

Case Study Analysis Report (30%)

Educlinic Pty Ltd is a start-up tertiary education gaming company, building its first consumer product Molehunt. The company was started by Dr Tony Dicker to fill a gap in medical student education. Molehunt is a game to teach dermatoscopy, a technique for examining the skin to diagnose skin cancers. Educlinic Pty Ltd has engaged Harmonious Productions to build the first product. Harmonious Productions is owned by Swinburne graduates and is focussed on building cooperative games.

The value proposition of Educlinic is providing tertiary education material in an interesting and engaging format, including the use of the knowledge in a simulated clinical setting. The platform can teach other components of the medical course, and can be adapted for education of other professional services. A gaming platform also allows for more advanced levels of content as Continuing Professional development for qualified professionals.

Educalinic Pty Ltd have commissioned Galloway Consulting¹, in order to help plan strategically towards establishing a sustainable business model and ensuring a continuous viable market fit.

Your Assignment

Your group is part of Galloway Consulting team and has been assigned this particular advisory task. Your task is to draft an 7.000-7.500-word report (Times New Roman 12, Single Spacing, excluding references and appendices) reflecting the development of EduClinic business model and provide meaningful, insightful and realistic suggestions based on credible data, information and practices. There are two key components involved in this process and they include: the product/service AND the business model.

The purpose of the business model development is to arm EduClinic with the tools, information, and commitment to evaluate the degree of advantage and focus provided by its current strategies. Your work will produce the data needed to determine whether a change in strategy is necessary and exactly what changes should be made.

1 Calloway Consulting is a fictional name; a boutique consulting firm aiming at helping small and medium sized enterprises (SME's) create and fulfill their strategic business planning.

A business model audit involves assessing the actual direction of a business and comparing that course to the direction required to succeed in a changing environment. A company's actual direction is the sum of what it does and does not do, how well the organization is internally aligned to support the strategy, and how viable the strategy is when compared to external market and competitors. These two categories, the internal assessment and the external or environmental assessment, make up the major elements of a business model and strategic planning audit.

Your task is to identify the key success factors of the venture and describe how the venture will be able to leverage these factors and act as an internal compass to guide it toward business growth and success.

Your report should provide meaningful insights and advice on how EduClinic can communicate the story of the business. Your report should offer a clear and concise description of the market potential, the business model and the unique value proposition. It should provide insights on the strategy that EduClinic can use to generate revenue, business opportunities, and maps out a strategy to move forward. Moreover, it should describe how has the overall business model changed through the years and what has impacted EduClinic’s business model. In order for the story to be compelling the characters (team and customers) and the plot (how you make money) need to be clearly developed and easily understood.

Structure of the Report

1. Executive Summary

• Description of the Business Concept, the Business Opportunity and the Strategy
• Target Market
• Competitive Advantage

2.        The Industry, the Company and its Product(s) and Service(s)

• The Industry
• The Venture and the Concept
• The Product(s) or Service(s)

3.        Business Model

• Unique Value Proposition
• Market and customer fit
• Type of business model
• Innovation and scalability of the business model

4.        Go-to-market Strategy

• Marketing and Customer Acquisition Strategy
• Distribution Strategy

5.        Key Final Finding, Recommendations and Concluding Remarks

• Which are the key recommendations in terms of establishing the right business model?
• Are these recommendations aligned to the current business model and strategy? If not, are you proposing business model and strategic interventions, pivot? Why?
• What is the most optimal timeline for actions and why?

6.        Appendices

Your report needs to be aligned to the associated marking rubric. Swinburne Assignment-writing guides and samples can be accessed here. Different types of writing at Swinburne University can be accessed here.

Acceptable non-peer-reviewed outlets: Australian Financial Review, Financial Times, The Economist, The New York Times, The Wall Street Journal, FORBES Magazine, Bloomberg BusinessWeek Magazine, Fortune Magazine.

To access non-peer reviewed business articles students can refer to the Swinburne Library and especially the Factiva Database. Students can consult with the Unit Convenor for accessing a specific article.

Note: Lecture slides will not be accepted as cited material/references.

Note: Information acquired from low-quality websites, blogs, Wikipedia will be neither considered as credible sources nor accepted as references.

Oral Presentation (10%)

You are expected not only to present EduClinic’s product or service idea but how are you planning to impact a defined market with this business idea. You will need to look beyond EduClinic’s product or service and provide insights on EduClinic’s “out-of-the-building” customer discovery process, which involves gathering information from the marketplace (secondary and desktop research). Thus demostrating what have you learned about EduClinic’s business idea by embedding it in the market is not only more interesting, but more readily demonstrates future business viability.

The presentation will take place on Saturday October 31^st 2020. The teams are requested to present in an “in-front-of-a- client” format. Each team will have 30 min to present and 15 min for Q&A. Before the presentation team leaders are required to submit the associated SlideDeck. A week later the team leaders are required to submit the associated Written Report. All documents must be uploaded on Canvas. All team members are required to present and be ready/active during the Q&A session.

INDIVIDUAL WORK (60%)

Research Essay (25%)

A number of airlines from around the world begin to introduce new routes that are pushing the possibilities of next- generation aircrafts connecting more people and flying non-stop across greater distances.

Singapore Airlines operates the world’s longest flight between Singapore Changi International Airport and Newark Liberty International Airport covering a distance of over 9.500 miles in approximately 19 hours. The Australian Qantas launched commercial non-stop flights between Perth and London Heathrow covering a distance of 9,000 miles in approximately 17 hours.

The emergence of these so-called “ultra-long-haul flights”, with non-stop routes between the U.S. and Asia, Europe and Australia become possible thanks to the advent of the next-generation of fuel-efficient aircrafts like the Boeing 787 Dreamliner and the Airbus A350. These technologically-advanced jets cannot only cover longer distances but are also equipped with the most-advanced jetlag-fighting features (higher cabin pressurization and humidity).

This new paradigm is gradually challenging existing commercial aviation business models creating an additional pressure to major airport hubs that can potentially be deemed irrelevant in the rise of non-stop super-haul flights.

The aim of this research essay is to explore and provide novel and meaningful insights based on high-quality peer- reviewed academic journal articles, secondary data (desk research), industry and consulting reports and relevant information to the following questions:

1. What are the key interventions of ultra-long-haul flight operations within commercial aviation business models?
2. What is the foreseen impact of the ultra-long-haul flight airline business model?
3. What can be the long-term implications and challenges on the business model of airport hubs?
4. What kind of strategic business model interventions would you expect airlines to deploy post-COVID-19?

Your research essay should be a 2.000-2.200 words (Times New Roman 12, Single Spacing) document (excluding references and appendices).

Note: the focus of the research should be on the business and not the technology side. Your research essay needs to be aligned to the associated marking rubric.

Swinburne Assignment-writing guides and samples can be accessed here. Different types of writing at Swinburne University can be accessed here.

Acceptable non-peer-reviewed outlets: Australian Financial Review, Financial Times, The Economist, The New York Times, The Wall Street Journal, FORBES Magazine, Bloomberg BusinessWeek Magazine, Fortune Magazine.

To access non-peer reviewed business articles students can refer to the Swinburne Library and especially the Factiva Database. Students can consult with the Unit Convenor for accessing a specific article.

Note: Lecture slides will not be accepted as cited material/references.

Note: Information acquired from low-quality websites, blogs, Wikipedia will be neither considered as credible sources nor accepted as references.

Case Study Report (35%)

Working on a case study is a creative process, which requires a multidisciplinary and multilevel approach. A case study is a snapshot taken within a specific point in time analysing a particular real situation and/or scenario with the purpose of providing the reader with all the necessary information and data to allow the evaluation of alternative courses of action.

“What the case study does represent is a research strategy, to be linked to an experiment, a history or a simulation, which may be considered alternative strategies” (Yin, 1981, p.59). At the same time, a case study caters for building knowledge capacity, while developing strong analytical skills and critical thinking. The distinguishing characteristic of a case study is that it endeavours to examine “a contemporary phenomenon in its real-life context, especially when the boundaries between phenomenon and context are not clearly evident” (Yin, 1981, p.59). A case study serves the purpose of providing deep and contemporary insights within the continuously evolving field of business and management and within the constantly changing norms of the global 21^st century business environment.

Working with a case study is all about preparation; it requires deep understanding of a specific problem/situation that requires solution. The experience of working with a case study helps the student unbundle and decode all the different key elements and contribute to the gaining of knowledge through this process. Therefore, in order to embark of a writing a case study journey it is important to plan diligently, demonstrate discipline and be ready to work hard.

Task Description

For the purpose of this case study assignment, you are requested to study a start-up/scale-up/venture/company etc.

Part A

Follow the analytical-oriented method in order to:

1. Identify one start-up/scale-up/venture/company and discover the “unknown” by describing the scope, the business model, the strategies, the value and impact etc. This information can be gathered from primary sources fieldwork, archival records, verbal reports, observations, press communication, publicly-available interviews, annual reports etc., or any combination of these, and then verified for credibility purposes. Please note that you are not allowed to interview people since no ethics clearance is available
2. Based on the above-mentioned analysis determine a point in time when this start-up/scale-up/venture/company was faced with a complex decision-making situation, critical for the overall business modelling and planning Your role is to demonstrate an effective or ineffective decision-making process allowing the reader to understand the critical narrative behind the decision that was finally taken, along with, the result/consequence this decision had for the future of the start-up/scale-up/venture/company and the potential legal and/or ethical parameters “weaved” within this decision-making process. In order to build the overall picture of the situation it is important to fully familiarise yourselves with the issue(s) and the people involved in the situation that is described and analysed hereby

Part B

Follow the problem-oriented method in order to:

1. Critically evaluate the decision-making process by relating the strategic business planning theory to the practical situation
2. Suggest an alternative decision-making process and provide another solution(s) to the existing problem
3. Apply the knowledge discussed in the unit to recommend the best solution to be implemented and justify this action

Instructions

Your case study should be a 3500-4000 words (Times New Roman 12, Single Spacing) document (excluding references and appendices) and structured in the following sections:

Sections	Elements
Executive Summary	The purpose of the executive summary is to underline the purpose of the case study. It is important to provide an overview of the field of research. Moreover, the executive summary should briefly outline the issues and the findings without getting into specific

	details. Furthermore, the theory/theories that will be used need to be clearly identified, along with, the qualitative and/or quantitative evidence. Overall, by reading the executive summary, the reader must be able to grasp a clear picture of the essential components of the case study.
Findings	In the findings section, it is required to identify:   a)       the problem(s) found in the field of research b)       the decision-making process that was followed c)       the solution(s) adopted at that time The analysis must be based and supported by facts.
Critical evaluation	In this section, you critically evaluate the decision-making process that was followed, and the solution(s) adopted at that time. This critical evaluation needs to be based on facts, along with, theoretical components and concepts that have been discussed in the course of the unit and strongly supported by high-quality peer-reviewed journal articles. Your role is not to report on existing theories and provide generic information. Your response is expected to be grounded on the specific contextual peculiarities and translated within the relevant and respective circumstances. You can divide this section into sub-sections. This section needs to be written in a convincing and persuasive manner, synthesizing multiple sources of information, while providing “up-to-speed” but at the same time “down-to-earth” insights.
Discussion and Recommendations	In this section, you are required to illuminate the “What could have been done differently?” question by recommending an alternative solution(s) that could have been adopted and provide detailed justification explaining why and how this solution(s) could have potentially solved the problem(s) and have potentially affected the course of actions that took place. This section needs to be written in a convincing and persuasive manner, synthesizing multiple sources of information, while providing “up-to-speed” but at the same time “down-to-earth” insights. It is important that the recommendations need to integrate the theoretical components and concepts discussed in the course of the unit.
Concluding Remarks	In this section, you will sum up and wrap up on the analysis highlighting the key points from the findings, the critical evaluation and the discussion and recommendations.
References	You need to make sure that all the material and sources of knowledge used in the case study are properly cited using the Swinburne Harvard Style.
Appendices	In this section, you may wish to include any data/information/graphs etc. related to the case study.

Your case study report needs to be aligned to the associated marking rubric. Swinburne Assignment-writing guides and samples can be accessed here. Different types of writing at Swinburne University can be accessed here.

Acceptable non-peer-reviewed outlets: Australian Financial Review, Financial Times, The Economist, The New York Times, The Wall Street Journal, FORBES Magazine, Bloomberg BusinessWeek Magazine, Fortune Magazine.

To access non-peer reviewed business articles students can refer to the Swinburne Library and especially the Factiva Database. Students can consult with the Unit Convenor for accessing a specific article.

Note: Lecture slides will not be accepted as cited material/references.

Note: Information acquired from low-quality websites, blogs, Wikipedia will be neither considered as credible sources nor accepted as references.

Important: Students are not allowed to choose ventures that have been used for case studies prepared and published for educational purposes by educational institutions. Students are encouraged to consult with Unit Convenor prior to choosing the venture.

Non-Graded Assessments (Formative)

Assessment Task Item	Individual/ Group Task	Due Date
Class or small group progress presentations/discussions	Individual	Ongoing
Group Project Presentation (practice)	Individual + group	Ongoing

Small group progress presentations/discussions

During the semester the students must be prepared to present a short, concise, presentation on their work. Each block will cover a certain topic (see unit outline). Your insights will be discussed in class or small groups and formative feedback will be provided by your instructors and/or from your learning partners who wish to do so.

General Grading Criteria

• High Distinction: Outstanding, insightful work. Goes beyond requirements of the task to develop a response, which is thoughtful, reflective, and considers alternative views and makes connections among ideas and information from different sources or from different aspects of the course. Well researched and documented. Displays creativity and
• Distinction: Very good work. Purposefully and logically developed. Thoroughly addresses all aspects of the Synthesis of details and concepts from various sources or topics shows evidence of sound understanding and thoughtful examination. Research information appropriately cited.
• Credit: Good work. Generally clear, accurate and relevant. Adequately addresses all requirements of the task. Demonstrates understanding of course concepts, with evidence of some thoughtful examination and reflection. Development is generally logical, facts generally Tends to focus on one interpretation.
• Pass: Satisfactory work. Shows basic understanding of concepts with minimal evidence of reflection or thoughtful analysis. Complies with the basic requirements, relies on limited sources of information, little integration of
• Not Pass: Unsatisfactory work. Fails to address the topic in a meaningful way. May be extremely brief, inaccurate, illogical, or