Integrated Business

Integrated Business
Management
Presentation by

Clayton Davies
Simulation
Management
Simulation

Academic Year
22/23
 Lecture
Lecture overview
overview
• Module and assessment overview

• Simulation as a capstone

• Processes

• Teams

• Next steps
 Module
Module overview
overview
To develop your capacity to integrate learning in order
to analyse complex management problems and to reflect
this in your PPD portfolio
• Draws together strands of learning from across your
programme of study through an integrative, problem-
based project in the form of a business simulation

• Requires you to evaluate, make and implement

strategic decisions for your virtual company

• Requires you to reflect on team processes

• Develops your self-management and active

organisational citizenship
 Module
Module overview
overview (continued)
• Develops your resilience to cope with unexpected
challenges and uncertainty in managing within a team
context

• Develops your understanding of the interrelationship

between theory and practice

• Explores the concept of personal resilience

Components
The module comprises TWO components:

• Component A – focus on the simulation each week

• Component B – Personal and Professional Development
with a particular focus on Self-Awareness and Personal
Resilience

Initially concentrate on the Component A aspects with

specific Study Units for Component B later in semester
 The assessment
Assessment
Component A (75%)
• Assessed PowerPoint slides with notes - based on your
company / industry
• Notes to be a maximum of 250 words – no word limit on
the slide content
• Slides to be submitted by 2pm 2 May via BlackBoard
• PowerPoint only (with notes)
• Team submission
• No late submission window

See module handbook for Marking Criteria (pp22-24)

 The assessment
Assessment
Component B (25%)
• Personal & Professional Development Portfolio
• Specific tutorials but draws more widely
• Individual submission
• Template provided in module handbook
- Part I: Reflection (500 words)
- Part II: Critical Reflection (500 words)
• Submission 2pm 18 April via BlackBoard

See module handbook for template and Marking Criteria (pp25-27)

 Thecapstone
Integrative simulation
learning
experience
• Is practice–based
• Improves decision-making and evaluative skills
• Provides a student-centred learning experience
• Draws on prior knowledge across your
undergraduate programme:
Financial, operational, marketing and management
decisions in strategy implementation
• Complements other modules, for example Strategic
Management for strategy and Managing
Organisational Change through team and
organisational processes
Processes Processes
• Management Team of a regional airline competing
with up to 7 other teams in your Industry Group
(Tutorial). Must attend same tutorial each week.

• As a team you will enter a set of quarterly decisions

each week through the semester – see schedule pp
8-10.

• For live play simulation will advance each week –

Saturday at 6pm – cannot be reset.

• The simulation will run for 8 financial periods.

- Practice Round next week
- Live play starts in week 3
 Team
Teamwork items
items and
and assessment
assessment
• ‘Company Log Book’ documentation:
– Team Constitution
– Strategic Plan
– 8 Decision Logs
(1 per week from start of live play)
• PowerPoint with notes – 2 May

75% of
module
assessment
 Range
Range of decisions
of Decisions
• Fares
• Marketing
• Employee Compensation
• Fleet
• Regions/hubs and Routes s ar e
Tips: c is i on
• Financing -b a sed - de r , s o y ou
e b v e
• W
o n th e ser
• Corporate Social Responsibility saved n li ne.
e o
m u st b
• Critical Incidents / Special Decisions (6 - one each in
Quarters 3-8)
Teams Teams
• Teams of 4-5 members (no exceptions)
• Organised during first tutorial:
- you must be in the same tutorial to work together
- same team all semester

• Success (both learning and company performance)

- early and complete familiarisation with the handbooks
- related to organisation and cooperation among team members
- think about individual strengths and weaknesses

• For assessment:
- Same mark across a team for presentation
- PPD mark is individual
 Organising Your Team ....
Managerial
SUGGESTED DUTIES FOR TEAM MEMBERS
Position
Overall coordination, encouragement, peacemaker, strategic planning; sets lead times,
CEO and assures deadlines are met. Reviews financial ratios for insights for opportunities
for improvement.
Financial analysis & control; managing cash flow, lease/purchase analysis; fuel and
Finance
financial decisions.
Recommends marketing budget and fares, cabin service, research studies; analyzes
Marketing strategies of competitors. Researches new route opportunities and expansion or
contraction of current routes.
Human Recommends compensation, quality and training budgets, crew training and retention;
Resources tracks reliability trends.
Analyzes all markets and service to those markets for potential improvements in
Operations efficiency; makes recommendations to changes in existing routes. Recommends
aircraft procurement and disposal. Maintenance level and fuel purchases.
 Importance
Importance of teamof team
• Decisions are iterative and integrated
• Failure to work together = disaster
• Everyone on the same team shares ONE
decision file:
o If one person makes a change, the whole team
makes that change
o If one team member purchases a report, then the
whole team has purchased the report
• So, organise your decision process
o Lecture on this in week 3
 Strategy Formulation
Strategy Formulation and and
Implementation
Implementation
• Read the Airline Case (Airline Student Manual pp. 6-24)
• Learn market characteristics (Manual pp. 12-13)
• Understand aircraft specifications and costs (Manual
p.10)
• Examine the financial statements (Manual pp. 19-20)
• Evaluate the options (Manual pp. 22-24)
THEN ….
 Strategy
Strategy Formulation
Formulation and and
Implementation
Implementation – next
– next steps
steps
THEN
• As a team, think about the direction in which you will
take this company (its all yours!!)

• You will begin work on your STRATEGIC PLAN as you

begin the simulation.
 Naming
Be creative … your airline
 Final
Final considerations
Considerations
• Your strategy drives your decisions – make sure
you have one!
• Focus on how to best serve your customers through a
total offering – operations, service, marketing and price
• Recognise importance of team organisation
• Use the research and tools for insights
• Manage your margins – understand financial
implications of decisions.
 Understand fixed and variable costs
 Long term vs. short term
 How best to finance fleet acquisitions
• Try new approaches – apply concepts – experiment
 Airline
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