PART 1: A research report with a word limit of 1,500 on the British Airways (BA) change program which resulted in long-running industrial disputes between its management and crew members in 2009-2011. (40%)
More specifically, you need to provide accounts in this report on the following:
• Internal and external contextual factors which influenced the introduction of strategic changes at BA.
• An evaluation of the nature of these strategic changes, detailing the actual changes which went ahead at BA.
• An outline of the change management strategy used to execute these strategic changes.
• The challenges and difficulties experienced by the BA management team in managing these changes.
PART 2: An academic report of a 2000 word limit evaluating the implementation and resistance of the change management approach, from one of the three stakeholders' perspectives: BA management team, BA cabin crew or the British public/Government (60%)
This report needs to clearly identify:
• Core issues relating to the strategic changes and change management strategy at BA. (These should be outlined against appropriate theoretical frameworks or conceptual discussions, with linkages between theoretical explanation and the practical BA events made explicit).
• Specific concerns and problems drawing from a particular stakeholder's point of view. (You must demonstrate your awareness of the practical change management issues at BA based on your chosen context).
• Advised approaches/recommendations for overcoming resistance to change, relating to your chosen stakeholder's and other's anxieties.
Part 3: Seminar-based portfolio evidences
As integral parts of this module learning, four learning documents need to be produced throughout the semester to help you learn and prepare for this assessment task. They are to be attached as appendixes in this part:
Please note that there is in general no maximum word limit applies to your personal learning and research documents, yet it is expected that each evidence shall be of at least 1 A4 page, type processed.
1. Reflection on behaviour and emotional reactions to change experiences, (you are to write a summary on how you personally have reacted towards an imposed change on your life, that is unexpected but have to follow somehow on your part)
2. Managerial challenges in implementing changes and management skills required for dealing with such issues, (this should be a writing outlining your literature understanding in this subject so far)
3. A summary report on the change management process, (to outline in details on BA's change programme and management practices in a comprehensive and concise way)
4. A slide set about BA's change management practice from one of the stakeholders viewpoint, per the group research findings/presentations, with clear indication about your own contributions, (this is to assess the impacts or implementations of the change management from a specific point of view, as specified by the tutor in the preparatory seminar sessions)