Assessment – Coursework
This graded assessment accounts for 100% of your final grade and comprises two separate assessment exercises: Part A & Part B which are both weighted equally at 50% of your final grade.
Submission deadline: Friday 9th April 2020, 11.59pm (UK time).
Please note that whilst the submission deadline is Friday 9th April 2020, 11.59pm (UK time), you are free to make your submission (Part A or B or both) at any time before this date. You do not need to wait until this day, or the day before or the week before.
Prior to the submission deadline, you can submit your work through the turnitin links provided on moodle to check your turnitin score. Please ensure that the final version that you upload is the final document you wish to submit. Once the submission deadline has passed, no draft checking or amendment of submitted documents is possible. It is your responsibility to ensure that you submit your final version prior to the submission deadline.
Part A
In Part A, we assess learning outcomes related to topics 1, 2, 3, 7 & 10 by providing you with case study information on the leadership and strategic development processes which operate within the innovative context at RyanAir.
The purpose of this brief is to provide you:
Details of the coursework assessment: background to the case and questions
Information on presentation and submission date.
Guidelines to assist you in answering the questions
The assessment marking criteria and feedback sheet for Part A. Case Study Background & Questions
Read carefully the case evidence on RyanAir which is contained in the following four sources:
1. Case Study: RyanAir: the low fares airlines – “always getting better”? Exploring Strategy: Text and cases 11th Edition Johnson et al. (2017) 11th edition
2. Corporate Website: Corporate.ryanair.com. (2019). Ryanair's Corporate Website. [online] Available at: https://corporate.ryanair.com/ [Accessed 27 Nov. 2019].

3. 2019 Annual Report Investor.ryanair.com. (2019). [online] Available at: https://investor.ryanair.com/wp-content/uploads/2019/07/Ryanair-2019-Annual-Report.pdf [Accessed 27 Nov. 2019].
The case study gives you background information and overview of the company as well the opportunities and challenges it has faced in recent years. The corporate website has information on the company history as well as some key facts and figures. The 2019 annual report provides financial information about the organization and its current strategic direction. The case study has been published in 2015 and you should be using the corporate website and annual report to access updated information. You should be using these sources in combination to answer part A of this assignment.
Part A of your coursework assessment requires you to answer two questions using a report structure:
Questions
1. Identify Ryanair’s distinctive resources & capabilities and analyse them using the VRIO framework to determine the organisation’s competitive advantage.
2. Critically evaluate the VRIO framework and discuss which other model or framework could be associated to VRIO to overcome its limitations.
Both questions are equally weighed and you should review how grading is allocated in the Coursework Feedback Sheet.

Presentation
The assessment in Part A is a case analysis and you should note that case analysis is not a conceptual explanation or discussion but the application of concepts and frameworks to interpret the case information, analyse key events and statements, and reach evaluative judgements. The concepts and frameworks are covered in the lectures, tutorials and prescribed reading and the guidance below gives you a few pointers on how you need to use this knowledge to answer the questions. In developing your analysis and arguments, you should use supporting evidence from the information contained in the case studies.
Your answers must take into account the three sources listed above. The case study is the primary source of information. The corporate website should be used to obtain updated information as the case dates from 2015. The annual report gives you an overview of the efforts undertaken by the organization during its last financial exercise. The core textbook should be used as well to retrieve information on the VRIO framework. You are welcome to use peripheral sources to these recommended sources but the majority of the analysis should be based on the recommended sources.
In terms of presentation, introduce each question indicating how you will structure your answer and conclude each answer with reference to your preceding arguments and the task required by the question. Do not present your answer in rigid report format but you may wish to divide your answer into sections which reflect the major elements of your analysis.
The combined word count of your answers to both questions must be 2000 words and comply with the guidance provided.
The word limit for Part A excludes the cover page, reference list and appendices. This is subject to a +/- 10% allowance to the allocated word count.
Where a submission exceeds the stated word limit (allowing for the +10%) the maximum grade awarded will be P1. Appendices can be useful to provide additional information from your analysis but you must incorporate the key analytical arguments into the main body of your answer.

Guidance Notes
The assessment feedback sheet at the end of this section gives the marking criteria for the overall case analysis. Remember, in writing your solution to the questions you must not describe what the case says but use the concepts to analyse the information and use the evidence/facts in the case to support your analysis.
Question 1 requires you to apply the VRIO framework to determine the organisation’s core resources and capabilities to evaluate its competitive advantage. This question is the precise application of a framework to develop an analysis specifically for the company. You are welcome to use diagrams to illustrate the VRIO framework or a table. You should use headings and sub-headings to structure your answer.
Question 2 requires you to reflect and analyse the framework. The aim is to identify the benefits and limitations of the framework, not of the organisation. At PG level you should be able to critically analyse a framework and determine objectively its contribution as well as its limitations. You can use examples from the case but the focus is on the framework, not the organisation. You should use headings and sub-headings to structure your answer.
Important Note:
Please ensure that Part A and Part B are submitted as separate documents. The documents should clearly be marked Part A and Part B and your matriculation number and module code should be clearly marked on the submission.
Please also note that it is the intention of the module team to use grademark on this module – so you may receive feedback in this format.
Turnitin: When uploading your file (either Part A or Part B) to Turnitin, please use your matriculation number as the file name. For example, your file name should take the following format “(401xxxxx Part A)” or “(401xxxxx Part B)”.
Your name should not be marked in the submission.
Please note that it can take up to 24 hours to receive an originality report when using the Turnitin system.
Please ensure you include your reference list within your Turnitin submission.

Part A
Coursework Assessment Feedback
Matriculation No. Date of Submission:
Module: Leading Strategic Decision-making
Part A: Ryanair Case Cohort:
Category Grade Comment
Presentation of analysis, use of appropriate concepts, and depth of understanding of the issues raised in the case. (10%)
Application of the VRIO framework and evaluation of Ryanair’s competitive advantage
(35%)
Critical analysis of the VRIO framework (35%)
Ability to reach coherent and logical arguments from the analysis, supported by case evidence.
(20%)
E D C B A
Fail
(F1 – F5) Marginal
Pass (P1) Satisfactory/
Good
(P2-P3) Very good
(P4-P5) Excellent
(D1+)
General Comments:
Overall Grade: Marker:
N.B. the percentages are shown as indications of the relative importance of each section and should not be taken as a precise indication of the marking scheme.

PART B
In Part B, we require you to write an essay on the following topic. Essay Topic:
“As organizations have recognized innovation as the critical gateway to gain competitive advantage and maintain prosperity, managers are counted on to be leaders and champions of innovation” (Jiang & Chen, 2018, p. 1820).
Critically discuss the role of leaders in driving creativity and innovation in the workplace. Use academic leadership theory and literature as well as practical examples to inform your answer.
Marking schedule for Part B:
10% of marks are allocated to the presentation of the essay. The student’s work should be typed with clear use of paragraphs and headings. Typographical and spelling errors should be avoided.
10% of marks are allocated to appropriate referencing of content. Students should familiarise themselves and make use of the APA referencing system and should cite and reference material properly. Students should make use of a range of resources (books, journal articles etc) and the literature used should be appropriate to the arguments made.
60% of marks are allocated to the analysis presented in the essay. Students should examine appropriate theoretical concepts and frameworks. Students should demonstrate an awareness of the wider context and present an in-depth discussion of current issues. Better students will demonstrate critical analysis skills and communicate their arguments in a clear and coherent manner.
20% of marks are allocated to the conclusions drawn. The conclusions should identify the key themes or issues under consideration. Conclusions should be well supported from the analysis and highlight the significance of arguments, evidence and insights
Guidance Notes on Part B:
You must refer to relevant literature throughout the essay. This can be in the form of textbooks, journal articles, or relevant web-based material. Student are directed in particular to the following databases which they may find useful in developing their essay:
• ABI Inform Complete (Proquest) • Ingenta
• Science Direct

· Sage Online
In particular, the following journals may be helpful to you in relation to the prescribed topic:
· Leadership Quarterly (Available on Science Direct)
· Leadership and Organisation Development Journal (Available on ABI Inform)
· Team Performance Management (Available on ABI Inform)
· Journal of Management Development (Available on ABI Inform)
· Group and Organisation Management (Available on Sage Online)
You may wish to refer to relevant theory or you may wish to cite relevant research or examples to support your arguments. Remember all material cited must be referenced using the APA Referencing system. Also please refer to the University guidance notes on the avoidance of Plagiarism.
Please remember to structure your essay appropriate. You should use headings – and include an introduction, main body and conclusion/recommendations sections. Please do not label the main body as “main body”.
You should avoid using footnotes in your essay.
Please ensure you use UK English spelling in your writing – so avoid “z’s” such as “organization” and use the UK English spelling of “organisation” instead.
Bullet points and numbered lists should be avoided in your essay – focus on strong, well-supported arguments from the literature.
Please use “justify” alignment and 1 and a half or double spacing. Your font should be a suitable size (usually 11 or 12 font size).
While we do not specify a particular number of references/citations to be included, you should include at least a minimum of 15 different academic sources such as textbooks or journal articles in your essay.
Please answer the topic posed. Your essay should NOT be a summary of leadership theories. You need to specifically address the topic and question posed.
The word count for Part B must be 2000 words. This excludes the cover page and reference list. This is subject to a +/- 10% allowance to the allocated word count. Appendices should not be included in your Part B submission. Where a submission exceeds the stated word limit (allowing for the +10%) the maximum grade awarded will be P1.

Important Note:
Please ensure that Part A and Part B are submitted as separate documents. The documents should clearly be marked Part A and Part B and your matriculation number and module code should be clearly marked on the submission.
Please also note that it is the intention of the module team to use grademark on this module – so you may receive feedback in this format.
Turnitin: When uploading your file (either Part A or Part B) to Turnitin, please use your matriculation number as the file name. For example, your file name should take the following format “(401xxxxx Part A)” or “(401xxxxx Part B)”.
Your name should not be marked in the submission.
Please note that it can take up to 24 hours to receive an originality report when using the Turnitin system.
Please ensure you include your reference list within your Turnitin submission.

Coursework Assessment Feedback
Matriculation No. Date of Submission:
Module: Leading Strategic Decision-Making
Part B: Essay Cohort:
Category Comment
Presentation of the essay. Clear use of paragraphs and headings and the text is free from typographical and spelling errors. (10%)
Referencing of content. Consistent use of APA Referencing throughout the essay with adequate citation support for arguments being made.
(10%)
Analysis.
Comprehensive examination of appropriate theoretical frameworks and models. Strong arguments presented with critical insights and good communication skills in evidence.
(60%)
Conclusions.
Clear identification of key themes and issues. Synthesis of core arguments and formulation of insights and recommendations as appropriate
(20%)
General Comments:
Overall Grade: Marker:
N.B. the percentages are shown as indications of the relative importance of each section and should not be taken as a precise indication of the marking scheme.