this is requiredMNG81002 SP3 2018 SESSION 1 MARKING RUBRIC: ASSESSMENT 3 MNG81001 MANAGEMENT...

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this is requiredMNG81002 SP3 2018 SESSION 1 MARKING RUBRIC: ASSESSMENT 3 MNG81001 MANAGEMENT COMMUNICATION 	Assessment 3 	CASE STUDY 	Document design 	Memo format 	Due Date 	Friday 11th May 9.00AM (QLD time) 	Length 	1000 words (+/- 10%) 	Weight 	25% Assessment task  The objective of Assessment 3 is to understand the concept of ‘analysis’ and learn how to analyse information efficiently and effectively using a case study. According to Rosenwaser and Stephen (2009, p. 4), analysis is:  More than just a set of skills, analysis is a frame of mind, an attitude toward experience. It is a form of detective work that typically pursues something puzzling, something you are seeking to understand rather than something you are already sure you have the answers to.  Analysis finds questions where there seemed not to be any, and it makes connections that might not have been evident at first.  A business case study ‘is a description of an actual situation, commonly involving a decision, a challenge, an opportunity, a problem or an issue faced by a person (or persons) in an organization’ (Erskine, J.A. and Leenders, M.R., Learning with Cases, © 1997, Richard Ivey School of Business).  Cases contain relevant data about the issue available to the key person in the case, plus background information about the organisation.  The Qantas social media disaster  Companies around the globe are embracing and adopting social media for many different reasons, including: customer service, marketing, internal communications, public relations, and corporate social responsibility. It is now a reality that social media is changing the way stakeholders and companies communicate daily, providing opportunities for collaboration, participation, interactivity, and engagement. Your task is to analyse a business case study that chronicles one of the worst years for Qantas. In 2011 Qantas faced a communication strategy that spiraled out of control. According to Australia’s public relations watchdog, PRdisasters.com, Qantas not only finished 2011 with the biggest PR disaster but three of its slip-ups made the top 10 list for 2011. The top 10 list of PR disasters in Australia for 2011 can be obtained at the following website: https://prdisasters.com/2012/01/09/australias-2011-pr-disasters-awards-announced/.  This case places you directly into the role of Olivia Wirth, executive of Government and Corporate affairs at Qantas Airlines, who must devise a plan of action to respond to the company’s failed and publicly scrutinised social media contest through Twitter.  You need to apply analytical, decision-making, creativity and communication skills to create an effective strategy for Qantas management to implement. You also need to take into consideration the series of events that have compounded over the past years to negatively affect the public’s perception of Qantas. In response to the company’s failed Twitter contest and mounting public animosity, what course of action should Olivia Wirth recommend to Qantas management? Please follow these guidelines to complete the assessment:  1. Carefully read the Ivey Business School case: 'Qantas Airlines: Twitter Nosedive'. Note: you will need to go onto the Ivey Business School website https://www.iveycases.com/ and purchase a copy of this case (approximately A$5.00). 2.  Read the case several times and answer the following questions in your analysis/ recommendation(s):  a. What future actions can Qantas take to build a positive public perception of the brand? Be prepared to provide justification for your recommended actions.  b. Identify three important factors for an organisation to consider when using social media, such as Twitter, for contest or other public relations initiatives. Use 3-5 secondary sources to support your analysis.  c. Using the Communication Plan Template in the case (see Exhibit TN-1), devise a course of action for Olivia Wirth to recommend to Qantas management.  Some important guidelines to consider when developing a recommended course of action:  • The different stages of the communication plan template must fit together, if they do not, adjustments must be made.  • The communication plan should be realistic and feasible.  • The various problems that Qantas has experienced publically over the past year must be taken into account.  2. Please be aware that the writing quality and appropriate referencing will be marked as well as the content.  5. Refer to the Marking Criteria Guide and Marking Rubric. PRIOS/CDT brief for Assessment 3:  a. Purpose: In response to Qantas' failed Twitter contest and mounting public animosity, develop a course of action Olivia Wirth can recommend to Qantas management.  b. Reader: Qantas management (author: Olivia Wirth).  c. Information: Based on secondary sources.  d. Organisation: Direct order approach.  e. Style: Formal. Be sure to proofread carefully to ensure that there are no sentence-level errors such as spelling mistakes, wrong word choice, incorrect punctuation, etc.  f. Channel choice: written document.  g. Document design: Memo format.  h. Length: 1000 words. Marking criteria/weighting   	Evaluation criteria 	Task 	Weight 	1. Format,  Introduction,  & Conclusion 	Is the memo format used fully and appropriately? Does the introduction, body and conclusion contain all the identifying features? Are the elements of the introductory and concluding paragraphs clear, relevant and informative? 	20% 	Purpose & Audience 	Has the student understood the task and covered the key points?  Does the response adequately address the topic and task? Does this document take into account the needs of the audience? Does this document provide adequate information for the reader? Does the writer thoroughly address any potential questions from the reader? 	15% 	Credibility 	Is the student able to convince the reader that they are knowledgeable about the topic? Are claims backed up? Sources cited? Are sources reliable and authoritative? Does the student understand the proper attribution rules? Do the appearance, accuracy and clarity of the writing give credibility? Are three to five reliable sources used to evaluate three important factors for an organisation to consider when using social media? 	20% 	Referencing 	Has the SCU Harvard reference style been used? Does every source have: The name of the author(s) The full title; and Complete publication information? Are sources cited in the body of the paper and in the reference list at the end of the paper? Are the right model citations used? 	15% 	Readability 	Is there a clear structure to the response? Do the paragraphs contain one main idea that is explored using relevant evidence? Is there cohesion between sentences? Are internal headings clear and informative and enhance the readability for the audience? 	15% 	Language 	Is there a range of vocabulary?  Are sentences grammatically correct?  Are sentences accurate and complete? Has a spell check been used?  Is spelling accurate? 	15% 	Fail 	Pass 	Credit 	Distinction 	High Distinction

Soumi · Accepted Answer

MANAGEMENT COMMUNICATION
CASE STUDY OF QANTAS
Table of Contents
MEMO	3
Purpose:	3
Case study:	3
Social media strategies:	4
a. Suggestive actions for Qantas for positive brand image	4
b. Three significant factors to be considered for an organisation, while implementing social media for public relations initiatives	4
c. Communication plan for the Qantas management	5
End notes:	5
References	6
	MEMO
To: The Qantas management
From: Olivia Wirth, the executive of Government and Corporate affairs at Qantas Airlines
Organisation: Qantas Airlines
Greetings for the day!
Purpose: 
This memo is presented with the aim to respond to the failed contest of Qantas on Twitter, which lead to public bitterness against this Airlines company and frame a recommended action plan to the management of Qantas. Qantas has been facing a difficult situation over the past years, especially in 2011, when its social media strategy of using Twitter as a platform for recognising the preferences of the customers rebounded in the form of the Twitter users utilising this opportunity to express their grudge on the situation that they have been subjected to in the recent past due to the series of failed operations by this airlines company. This memo is redirected to help the management improve their course of actions in future so that they not only gain back their previous positive brand image amongst the public, but also be aware of not repeating such failed strategies again in future. 
Case study:
The inception of Qantas through a strategic plan to facilitate flying services across Australia, especially to its outback areas, with time, expanded as airlines for flying medical services to Burma and finally, as a mode of communication between England and Australia during World War II (Bigus, 2012). However, issues emerged when the airlines company progressed to becoming the largest airlines brand in Australia and gain high popularity amongst its customers; it began facing communication issues due to using the social media inappropriately, apart from facing other operational as well as technical issues. 
First was the instance of October 2011, starting a competition for supporting Wallaby team in Australian Rugby Union through the best supportive message. However, it backfired due to promoting dark skin colour as a representation of the Black community in support of Radike Samo, the Black Wallaby player (Bigus, 2012). Secondly, in 2011,

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