MNG81001 Management Communication
Assessment 3: Case Study Analysis/Recommendation Memo (25%)
Purpose: To provide an analysis of key management issues identified in the Qantas case
Length: (1000 words – approximately 4 pages double spaced)
Audience: Olivia Worth, Qantas
Format: Memo
Marking Criteria: See attached Marking Guide
Due date: Friday, 28 April 2017 by 9:00 am
There are four steps that you need to complete for this assignment:
- Carefully read the Ivey Business School case: “Qantas Airlines: Twitter Nosedive”. Note: you will need to go unto the Ivey Business School website https://www.iveycases.com/ and purchase a copy of this case (approximately $5.00 Aud).
- Read the case several times and identify at least three key issues inherent in this case.
- Answer the following questions in your analysis/recommendation:
–What future actions can Qantas take to build a positive public perception of the brand?
–Identify the important factors for an organization 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.
–Using the Communication Plan Template below, devise a course of action for Olivia Worth to recommend to Qantas management.
- I encourage you to write a first draft of this memo at least one week prior to the due date to ensure adequate time for revision.Please be aware that the writing quality and appropriate referencing will be marked as well as the content. You are required to submit this document to Turn It In on SCU Blackboard site.
Communication Plan Template
Ivey Business School Qantas Case
| 1.Timing | What date should be used? |
| 2.Audience | Who should receive it? |
| 3.Sender | Who will send it? |
| 4.Key Message | What are the main points and themes? |
| 5.Desired Outcome | What behaviours are desired? |
| 6.Medium | What communication channels will be used? |
| 7.Materials | What should we leave behind? |
| 8.Frequency | How often should we send messages? |
Assessment #3 Case Analysis/Recommendation (25%)
| Possible Points | Allocated Points | |
| Overall Purpose of Document:
Does this document achieve its primary purpose? Does the document meet the needs of the reader? |
10 |
|
| Is the background information relevant, succinct and clear? | 15 | |
| Are at least three key issues identified as a result of the analysis? | 15 | |
| Have future actions been clearly identified? | 15 | |
| Have social media issues been addressed? Have 3-5 secondary sources been used to support the analysis? | 20 | |
| Are recommendations relevant? Are they based on the Communication Plan Template? | 15 | |
| Is the document error free and grammatically correct?
Are the secondary sources relevant? Was the secondary source information referenced correctly using APA style? |
10 | |
| Total | 100 |
