Assessment - Coursework

This graded assessment accounts for

90% of your final grade

and comprises two

separate assessment exercises:

Part A

&

Part B

which are both weighted equally at

45% of your final grade.

Part A

In Part A, we assess learning outcomes related to topics 2, 3, 4 & 8 by providing you

with case study information on the leadership and strategic development processes

which operate within the innovative context at Google.

The purpose of this brief is to provide you:

Details of the coursework assessment: background to the case and questions

Information on presentation and submission date.

Guidelines to assist you in answering the questions

The assessment marking criteria and feedback sheet for Part A.

Case Study Background & Questions

Read carefully the case evidence on

Twitter

which is contained in the following three

sources:

1.

Mark, K. & Parker, S. (2011)

Twitter

extracted from:

Ireland, R.D., Hoskisson, R. E., & Hitt, M.A. (2013)

The Management of

Strategy: Concepts and Cases

, 10

th

International Edition, South-Western,

Cengage Learning, pages 371-377

2.

Twitter (2013)

Annual Report 2013

, Twitter, Inc.

<

https://investor.twitterinc.com/annuals-proxies.cfm

>

3.

Twitter (2014)

Annual Report 2014

, Twitter, Inc.

<

https://investor.twitterinc.com/annuals-proxies.cfm

>

Each source covers a distinct period of Twitter's strategic development from start-up,

to stock market listing (IPO), to growth within the internet information provider

industry.

Source 1

provides a case analysis of Twitter's strategic development at start-

up (2006-2011).

Source 2

reports on Twitter's strategic position having achieved an initial

public offering (IPO) in 2013.

Source 3

reports on Twitter's current growth directions and future strategic

choices in 2014.

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All sources provide insights into the leadership, strategy and innovation practices

within Twitter. Source 1 critiques Twitter's origins, current business model and future

strategic choices, whereas sources 2 and 3 provide a corporate account on Twitter's

mission, values, along with the content and direction of their strategy. Your analysis

of the Twitter Annual Reports should therefore be particularly critical in order to

answer the below questions.

Part A

of your coursework assessment requires you to answer two questions:

Questions.

1. Using the Ashridge Sense of Mission Model analyse and interpret the case

evidence to determine Twitter's sense of mission.

2. Examine Twitter's strategic decisions to date and indicate which theoretical

approach best reflects their strategic development, and make

recommendations for future growth.

Both questions are equally weighed and you should review how grading is allocated

in the Coursework Feedback Sheet on page 5.

Presentation and Submission Date

The assessment in Part A is a case analysis and you should note that case analysis

is not a conceptual explanation or discussion but the application of concepts and

frameworks to interpret the case information, analyse key events and statements,

and reach evaluative judgements. The concepts and frameworks are covered in the

workshops and prescribed reading and the guidance below gives you a few pointers

on how you need to use this knowledge to answer the questions. In developing your

analysis and arguments, you should use supporting evidence from the information

contained in the case studies.

Your answers must only be derived from the information on Twitter contained in the

three case evidence sources listed above.

You are not required to consult other

sources on Twitter or go beyond the end date of third source (2014). The reason for

this is that your analysis and evaluation is being assessed at this point in the

organisation's development and not in the light of subsequent events. As a result you

should not include references on Twitter from the internet or other sources.

In terms of presentation, introduce each question indicating how you will structure

your answer and conclude each answer with reference to your preceding arguments

and the task required by the question. Do not present your answer in rigid report

format but you may wish to divide your answer into sections which reflect the major

elements of your analysis. The

combined word count

of your answers to both

questions must comply with the following guidance:

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Minimum Length:

2000 words

Maximum Length:

2500 words

Submission deadline:

Friday 19th August 2016, at 11.59pm

The word limit excludes appendices and bibliography.

Where a submission exceeds

the stated word limit the maximum grade awarded will be P1. Appendices can be

useful to provide additional information from your analysis but you must incorporate

the key analytical arguments into the main body of your answer.

Guidance Notes

The assessment feedback sheet at the end of this section gives the marking criteria

for the overall case analysis. Remember, in writing your solution to the questions you

must not describe what the case says but use the concepts to analyse the

information and use the evidence/facts in the case to support your analysis.

Question 1

asks you to critically review if Twitter has achieved a strong sense of

mission. The question specifically asks you to use the Ashridge Sense of Mission

model which is part of your prescribed reading for unit 2. Specifically you should

apply and discuss the four elements of mission (Ashridge model) to Twitter. When

considering purpose and strategy, you should analyse the case evidence on mission,

values and strategy. When doing this avoid being overly descriptive on the content of

Twitter's strategy as you will soon exceed the word limit. Attempt to develop

arguments and, if necessary, include supporting details in appendices. More

crucially, you must address the central issue in the question of how the fifth element,

a sense of mission, is achieved through the alignment of the employees' personal

values with the organisation's identity and values. In doing this, consider the role

played by the leadership and management approach at Twitter - particularly

discussed in sources 2 & 3 - to integrate the elements of mission, behavioural

standards and values of the organisation, with those of the employees. You will also

need to evaluate Twitter's mission based on the company's recent expansion and

strategic developments to express and justify your opinion on whether Twitter have a

achieved a strong sense of mission.

To answer

question 2

you will need to write a short essay by drawing on your

learning of strategic decision-making and your prescribed reading from

Johnson et

al, chapter 12

. Initially, you should commence your research by reading and

examining the case evidence in order to identify Twitter's strategic decisions. Once

you have identified these decisions, your essay discussion should focus on how this

decision-making relates to deliberate and/or emergent forms of strategy

development. When doing this avoid being overly descriptive on the content of these

decisions. Instead, you should ensure that the use the relevant theory to structure

your discussion of case evidence. To develop your arguments further, a brief

distinction between deliberate and emergent strategy would be useful, followed by

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an in-depth discussion on which approach most closely resembles Twitter's strategic

development. To reach conclusions on how strategic decision-making is practised at

Twitter, you should also identify strategic options and make recommendations for

future growth.

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Part A

Coursework Assessment Feedback

Matriculation No.

Date of Submission:

Module: Leading Strategic Decision-making

Part A: Twitter Case Study

Cohort:

Category

Grade

Comment

Presentation of analysis, use

of appropriate concepts, and

depth of understanding of the

issues raised in the case.

(10%)

Critically examine Twitter's

sense of mission through its

approach to leadership and

management.

(

35%)

Critically review Twitter's

approach to strategic

decision-making and

recommendations for future

growth

(35%)

Ability to reach coherent and

logical arguments from the

analysis, supported by case

evidence.

(20%)

E

D

C

B

A

Fail

(F1 - F5)

Marginal

Pass (P1)

Satisfactory/

Good

(P2-P3)

Very good

(P4-P5)

Excellent

(D1+)

General Comments:

Overall Grade:

Marker:

N.B. the percentages are shown as indications of the relative importance of each section and

should not be taken as a precise indication of the marking scheme.

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PART B

In Part B, we require you to write an essay on the following topic.

Essay Topic:

According to Hollander (2012), trust and loyalty are two binding elements in the leader-follower

relationship. Critically examine research that explains how trust and loyalty can be established

between leaders and followers.

Present some examples of trust-based relationships between leaders and followers that have

led to positive outcomes.

Marking schedule for Part B:

10% of marks are allocated to the

presentation

of the essay. The student's work should be

typed with clear use of paragraphs and headings. Typographical and spelling errors should

be avoided.

10% of marks are allocated to appropriate

referencing

of content. Students should familiarise

themselves and make use of the Harvard referencing system and should cite and reference

material properly. Students should make use of a range of resources (books, journal articles

etc) and the literature used should be appropriate to the arguments made.

60% of marks are allocated to the

analysis

presented in the essay. Students should examine

appropriate theoretical concepts and frameworks. Students should demonstrate an

awareness of the wider context and present an in-depth discussion of current issues. Better

students will demonstrate critical analysis skills and communicate their arguments in a clear

and coherent manner.

20% of marks are allocated to the

conclusions

drawn. The conclusions should identify the

key themes or issues under consideration.

Conclusions should be well supported from the

analysis and highlight the significance of arguments, evidence and insights

Guidance Notes on Part B:

You must refer to relevant literature throughout the essay. This can be in the form of textbooks,

journal articles, or relevant web-based material. Student are directed in particular to the

following databases which they may find useful in developing their essay:

ABI Inform Complete (Proquest)

Ingenta

Science Direct

Sage Online

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In particular, the following journals may be helpful to you in relation to the prescribed topic:

Leadership Quarterly (Available on Science Direct)

Leadership and Organisation Development Journal (Available on ABI Inform)

Team Performance Management (Available on ABI Inform)

Journal of Management Development (Available on ABI Inform)

Group and Organisation Management (Available on Sage Online)

You may wish to refer to relevant theory or you may wish to cite relevant research or examples

to support your arguments. Remember all material cited must be referenced using the Harvard

Referencing system. Also please refer to the University guidance notes on the avoidance of

Plagiarism.

Please remember to structure your essay appropriate.

You should use headings

- and

include an introduction, main body and conclusion/recommendations sections. Please do not

label the main body as "main body".

You should avoid using footnotes in your essay.

Please ensure you use UK English spelling in your writing - so avoid "z's" such as

"organization" and use the UK English spelling of "organisation" instead.

Bullet points and numbered lists should be avoided in your essay - with strong, well-supported

arguments from the literature preferred.

Please use "Justify" alignment and 1 and a half or double spacing. Your font should be a

suitable size (usually 11 or 12 font size).

While we do not specify a particular number of references/citations to be included, you should

include at least a minimum of

15 different journal articles

in your essay.

Please answer the topic posed. Your essay should

NOT

be a summary of leadership theories.

You need to specifically address the topic and question posed.

Minimum Essay Length: 2000 words

Maximum Essay Length: 2500 words

The word count includes your entire essay, your citations and your reference list. However,

the word count does not include the cover page. The word count ranges between 2000 words

and 2500 words (so please do not ask about 10% allowances related to the word count - your

full word count should fit between 2000 words and 2500 words)

Submission deadline:

Friday 19th August 2016, at 11.59pm

Please note that whilst the submission deadline is Friday 19th August 2016, at 11.59pm (UK

time), you are free to make your submission (Part A or B or both) at any time before this date.

You do not need to wait until this day, or the day before or the week before.

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Important Note:

Please ensure that Part A and Part B are submitted as separate documents. The documents

should clearly be marked Part A and Part B and your matriculation number and module code

should be clearly marked on the submission.

Please also note that it is the intention of the module team to use grademark on this module

- so you may receive feedback in this format.

Turnitin:

When uploading your file (either Part A or Part B) to Turnitin, please use your

matriculation number as the file name. For example, your file name should take the following

format "(401xxxxx Part A)" or "(401xxxxx Part B)".

Your name should not be marked in the submission.

Please note that it can take 24 hours to receive an originality report when using the Turnitin

system.

Please ensure you include your reference list within your Turnitin submission.

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Coursework Assessment Feedback

Matriculation No.

Date of Submission:

Module: Leadership Strategy and Innovation

Part B: Essay

Cohort:

Category

Comment

Presentation of the essay. Clear

use of paragraphs and headings

and the text is free from

typographical and spelling errors.

(10%)

Referencing of content.

Consistent use of Harvard

Referencing throughout the essay

with adequate citation support for

arguments being made.

(

10%)

Analysis.

Comprehensive examination of

appropriate theoretical

frameworks and models. Strong

arguments presented with critical

insights and good communication

skills in evidence.

(60%)

Conclusions.

Clear identification of key themes

and issues. Synthesis of core

arguments and formulation of

insights and recommendations as

appropriate

(20%)

General Comments:

Overall Grade:

Marker:

N.B. the percentages are shown as indications of the relative importance of each section and

should not be taken as a precise indication of the marking scheme.

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