In collaboration with Staffordshire University

Module Title: Business Agility

Module Code: BUSM40000
Attempt: First Sit

Group or Individual: Individual Assignment

Assignment Number: 1 of 1
Assignment valid until: November 2021
Assignment Title: Business Agility in the Service Industry
Weighting: 100%
Assignment set by: Don Hickerson
Assignment verified by: Mark Harris
Word Limit: 1,500

Date Issued to Students:

Submission Date and Time: See Canvas module homepage for submission date
Method of Submission: Canvas Submission

Learning Outcomes to be assessed:

1. Develop knowledge of the genesis of business agility and understanding of the ingredients to
create an agile business that is responsive to value creation in a disruptive environment.
(Knowledge and Understanding, Communication)
2. Analyse the dynamic and changing nature of business, management of customer expectation,
agile systems for responsive operations, and agile supply chains to compete in volatile markets.
(Application, Analysis, Communication)
3. Evaluate the need for sustainable engine of agile transformation and for businesses to manage
responsibly and sustainably in relation to social, cultural, economic and environmental issues.
(Analysis, Application)

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Assessment Brief:
Part A 
Ensure you answer ALL questions in part A. 
 
1. Identify the key elements that create an agile business that is responsive to a rapidly changing
business environment. You are required to read and conduct research to support your answer.
Relevant theory/ journals should be used to underpin your discussion. [Weighted at 30%]   
(Indicative word limit- 600 words) 
 
Part B  
Ensure you answer ALL questions in part B. 
 
Choose and research a global organisation within the Service Industry and compile a report that
covers all of the following questions: 
 
1. Using relevant operations management concepts, theories and models, analyse how the
chosen organisation manages its service operations to ensure the company’s performance
objectives are met (cost, quality, speed, dependability and flexibility). You must support your
answer with relevant, company specific examples, plus any contemporary practices. [Weighted
at 30%]. 
(Indicative word limit- 450 words)  
 
2. Evaluate the role and relative efficacy of the operational strategy of your chosen
organisation’s agile systems and its function to compete in a global market. You are required to
support your answer with relevant examples. [Weighted at 20%] 
(Indicative word limit-300 words) 
 
3. Discuss how the organisation manages its customers’ expectations regarding unforeseen or
unpredictable circumstances which may arise. You are required to support your answer with
relevant examples.  [Weighted at 10%] 
(Indicative word limit- 150 words) 

 
Allocation of marks   Weighting % 
1.Part A  30%  
2.Part B     
     Question 1   30% 
     Question 2  20% 
     Question 3  10%  Guidance Notes
3.List of references   5%   a) Do not include
4.Appendices, report format, spelling and grammar    5%   your name
anywhere on
your assignment.
b) Your assignment should be written in a font size of 12.
c) You must include a correctly formatted Reference List on a separate page at the end of your
essay. This must only include references to work which you have directly cited in your essay.
d) You must include your accurate word count at the end of your assignment.
e) Use standard margins for the assignment and 1.15 line spacing.
f) Only Microsoft Word files should be used for assignments and only Microsoft PowerPoint
files should be used for Presentation assessments. Please allow time for conversion to these
formats if required.
g) When you upload your file for submission you must name the file by your full student number
in the following format: ‘HANXXXXXXXXX’
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h) For essays, please do not include any cover sheets, contents pages or module information in
your assignment. Your first page should consist of a title, followed by the first paragraph of
your essay.
i) For submissions requested as a report, you may wish to include a cover sheet and contents page
j) The marking scheme that will be used to mark your work is shown at the end of this document in
Appendix 1.

Submission Procedure
You are not required to print and submit a hard copy of your work, as all submissions are carried out
electronically through Canvas. Please ensure you do not wait until the last minute to carry out your
submission; computer problems can happen any time and this will not be accepted as an excuse for
late submission. This includes internet connectivity issues. When you submit your assignment, it is in
your best interests to save and/or print a copy of your online submissions receipt to prove that you
have submitted your assignment on time.

If you feel that you can’t submit your assessment on time, you should speak to your module leader
who will help you to work out how you can hand-in on time.

If unexpected circumstances which you could not have planned for have happened, you may be able
to claim for exceptional circumstances to be taken into account. There is more information here.

If you have no exceptional circumstances and you do not submit you will fail the assessment. If you
submit within 5 working days of the hand-in deadline we will mark your work as late, meaning the
maximum mark you can achieve is the basic pass mark and this will count as your first attempt. If
you are taking a re-sit assessment, late submissions will not be accepted.

Please see the Staffordshire university regulations here for more information

The Maximum word limit is shown on the front cover of the assignment.
You must provide an accurate word count at the end of your assignment. This word count must be
placed before your reference list and should include all the written content of your assignment
excluding the words used in any cover pages, contents pages, titles, sub-titles, reference list and
appendices.

In the assignment, in addition to the word limit, you may make sensible use of tables, images of
academic models, diagrams, figures and student-created graphics such as Word-Art etc. without
penalty up to a maximum of 30% of the stated word limit of the assignment as shown on the front
cover. In no circumstances must your overall use of words in these tables, models etc. exceed this
maximum 30% limit. If a marker feels that you have used tables simply to avoid the word count,
they may count these words as part of your word count.

A sliding scale of penalties for excess length will be imposed according to the amount by which the
limit has been exceeded.
1-10% excess no penalty
11-20% excess 10% reduction in the mark
21-30% excess 20% reduction in the mark
>30% excess  the work will be capped at a pass i.e. 40%

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NB. None of the above penalties will be used to change your mark that is above the pass mark, to one
that is below the pass mark. Therefore, the maximum penalty for exceeding the word limit will be a
reduction to a pass grade.
Please note that students’ work is regularly checked to ensure that the stated word count matches to
what has actually been submitted.

Academic Misconduct and Plagiarism

BUV follows Staffordshire University policy on academic misconduct and takes suspected cases of
academic misconduct, including plagiarism very seriously. The penalties are severe and can in some
cases result in a student not being allowed to continue their studies. Plagiarism can happen in any
type of assessment where you are given the questions or tasks in advance.

The Staffordshire University policy on Academic misconduct can be found here: and you are
strongly encouraged to familiarise yourself with this.

You will have committed academic misconduct if you commit any of the following:

 Plagiarism
 Self-Plagiarism
 Collusion
 False Declaration
 Fabrication or Falsification of Data
 Bribery or Intimidation
 Contract Cheating
 Examination Misconduct
Please see here for a detailed explanation of these terms or click the individual links above.

If Academic Misconduct is proven by the university, then typical punishments include:

 The grade for your assessment, being reduced to zero with the right to resubmit.
 The grade for the whole module or super module being reduced to zero with the right to
resubmit.
 Failure of the entire level of which you are currently studying with a requirement to re-
start the level at the next opportunity
 Failure of the award and/or termination of your studies at the University. Your ability to
reapply and enrol again at the university may also be restricted, normally for two whole
academic years.

BUV encourages you to refer to appropriate academic sources, as long as you reference these
correctly, and do not use too much material from the original source.
You must use the Harvard referencing system for all your assignments, unless you are told
otherwise by your Module Leader. If you do not know how to do this, please follow the guidelines
given at this web-site address:
http://www.staffs.ac.uk/support_depts/infoservices/learning_support/refzone/harvard/

BUV employs Turnitin to assess all submissions for potential academic misconduct. This software
highlights to the examiners in detail where material may have either been copied directly or
paraphrased from a source with correct citation.

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Appendix 1: Marking Rubric
Descriptor and percentages 0-39 %
Fail
Part A
Key concepts and application Concepts applied to the company
(10%) incorrectly with limited application of
examples and selected alternative
concepts. No evidence of independent
thought. Findings presented without
evidence
Analysis and research
(20%) Descriptive content features, with
limited application of examples and
selected alternative concepts. No
evidence of independent thought or
analysis. Findings presented without
evidence.
Part B
Analysis
(30%) Descriptive content features, with
limited application of examples and
selected alternative concepts. No
evidence of independent thought.
Findings presented without evidence.
Evaluation (20%) Descriptive content features, with
limited application of examples and
selected alternative concepts. No
evidence of independent thought.
Findings presented without evidence.
Discussion (10%) Descriptive content features, with
limited application of examples and
selected alternative concepts. No
evidence of independent thought.
Findings presented without evidence.
Overall Essay
Structure and Writing The contributions lacked structure
(5%) and were poorly written with
inappropriate language.
Research and Referencing No references and no evidence of
40-49%
Pass
Concepts applied to the company
with occasional error along with
selected alternative research. Little
attempt to integrate concepts to
produce an evaluation. Some
descriptive content features.
Analysis applied to the company with
occasional error, along with selected
alternative research. Little attempt to
integrate concepts to produce an
evaluation. Some descriptive content
features.
Concepts applied to the company
with occasional error, along with
selected alternative research. Little
attempt to integrate concepts to
produce an assessment and analysis.
Some descriptive content features.
Evaluation applied to the concepts
with occasional error, along with
selected alternative research. Little
attempt to produce an evaluation.
Some descriptive content features
Discussion relevant to the company
with occasional error, along with
selected alternative research. Little
attempt to integrate concepts. Some
descriptive content features.
Language use satisfactory but may
contain spelling and grammar
mistakes. Some error with structuring
the contribution.
Some references, but not all
50-59%
Pass
Concepts applied to the company
accurately. Some limited evidence of
the relevant concepts and little
attempt to produce an effective
critical evaluation
Analysis applied to the company
accurately. Some limited evidence of
integration of the relevant concepts
and little attempt to produce an
effective evaluation.
Concepts applied to the company
accurately. Some limited evidence of
integration of the relevant concepts
and little attempt to produce an
effective assessment and analysis.
Evaluation applied to the concepts
accurately. Some limited evidence of
the relevant concepts and little
attempt to produce an effective
evaluation.
Discussion relevant to the company
accurately. Some limited evidence of
integration of the relevant concepts
and little attempt at an informed
discussion.
Language solid along with structure.
Some minor spelling and/or grammar
mistakes.
Appropriate sources used and mostly
5
60-69%
Pass
Key concepts applied to the
company with confidence and
evidence of integration of the
concepts. Includes some strong
evaluation of sources selected.
Analysis applied to the company
with confidence and evidence of
integration of the concepts.
Includes some strong evaluation
of sources selected.
Concepts applied to the company
with confidence and evidence of
integration of the concepts.
Includes some evaluation and
analysis of sources selected.
Evaluation applied to the concepts
with confidence and evidence.
Includes some evaluation and
analysis of sources selected.
Discussion relevant to the
company with confidence and
evidence of integration of the
concepts. Includes some strong
discussion of the material.
Good structure of the
contributions and confident use of
appropriate language.
Appropriate sources used and
70%+
Pass
Includes highly satisfactory,
excellent use of sources selected
and excellent understanding of
key concepts, supported by
evidence of wider reading and an
excellent application of
concepts..
Includes highly satisfactory
excellent analysis and excellent
use of sources selected,
supported by evidence of wider
reading and research.
Includes highly satisfactory
assessment and analysis of
sources selected, supported by
evidence of wider reading and
research.
Includes highly satisfactory
evaluation of concepts and of
sources selected, supported by
evidence of wider reading and
research.
Includes highly satisfactory
discussion of concepts and of
sources selected, supported by
evidence of wider reading and
research and a solid discussion.
Excellent structure of
contributions and very confident
use of appropriate language. No
spelling or grammar mistakes.
All sources appropriately
(5%) reading beyond lecture slides. appropriate sources and/or not correctly referenced. Some evidence correctly referenced. Evidence of referenced and a wide range of
presented correctly. of wider reading. wider reading. sources used. Student
demonstrates wide-ranging
reading.
Total (100%)