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2025/26 ASSIGNMENT REMIT – DOCUMENT UPLOAD

Programme Title BA (Hons) Business Enterprise & BA (Hons) Marketing Management
Module Title Leadership and Change Management
Module Code 1464
ASSIGNMENT TITLE Strategic Report – Strategy Evaluation CW2 Hong Kong Tourism Board (HKTB)
Original or Resit assessment Original assessment

Level 6
Weighting 60%
Lecturers Garrett Edwards, Simon Chatterton & Jaswant Sembhi
W/C Hand Out Date 30/05/2026
Due Date By 17:00 on 10/08/2026
Cut-off Date for Late Submissions

Choose an option.
By 17:00 on 24/08/2026
Feedback Post Date 07/09/2026
ASSIGNMENT FORMAT FILE UPLOAD (DOCUMENT)
Essay/Report Format Short Report
Assignment Word Count limit (if relevant) 2000
Page limit (if relevant)
Submission Format e-Submission Individual
Permitted use of Artificial Intelligence within this assessment How will AI be used
Choose an Option
Using AI Ethically within Assignments document. https://rise.articulate.com/share/4h250QmyY8hNnsQ9HS7B702dJedhlsM6.
A Deputy Dean of School must approve all assessments which include GenAI.

ASSIGNMENT TASK:
●[Following your evaluation of the internal and external environment of HKTB in assignment 1, identify and review one potential future strategy for HKTB. This should include an SAF model (suitability, acceptability, and feasibility). The strategy should be just one of either Porters Generic Strategies or Ansoff Growth Strategies. You are required to apply both Drift model and Force field analysis to this one potential future strategy.

MARKING CRITERIA:
●Below are the marking criteria that align with both the task(s) set and the quality of your document. Clear weightings/marks will be noted for each criterion.
●The overall mark awarded for this assignment will explicitly show how the mark was calculated based on your performance against each criterion.

Structure and presentation of your report (10%)
Your report is informal, follow the headings outlined above. Ensure your work has been proof read and avoid spelling mistakes. Do not speak in the first person and adopt an academic tone.

Content and Understanding (30%)
You should demonstrate an understanding of what a strategy is. Clearly present an appropriate transformation diagram specific to that process. Ensure you demonstrate an understanding of efficiency and effectiveness through application. Use appropriate and recommended sources.

Justification of Proposals (40%)
You should clearly justify your suggestions of how the changes will improve overall business performance. You must avoid your work been descriptive, marks are awarded for application of operation management concepts.

Research and References (20%)
It is strongly advised you include the key authors outlined in the reading lists. Also, include the recommended journals available on the canvas site. Marks are awarded for quality, range and effectiveness of references. You must follow UCB referencing standards throughout your report.

TASK AND DOCUMENT FORMAT GUIDANCE:
●Focus on attention to detail, quality of work and overall academic standards.
●Specific Guidance for this assignment (include guidance on each task and the format of the document):

What future corporate strategy would you recommend that HKTB employ to increase tourism arrivals. The key SWOT factors from assignment 1 should give you an indication of the current market forces and trends. Some suggested strategies that you might consider – market development, market penetration, product development, diversification, cost leadership, differentiation.

You are required to follow this outline
1.Introduction – (200 Words)
Briefly outline the current operating environment for HKTB
Identify the key opportunities and threats from your assignment 1

2.Main section will include (700 words)
Which strategy are you recommending – Porter or Ansoff

3.Using reasoned and supported judgement for your chosen strategy (900 words)
Apply SAF model to support the recommended strategy
Apply Forcefield analysis
Apply Drift model

4.Conclusion – Conclude the key points of the assignment, do not include any new information (200 words)

For additional guidance on this assignment, please access the assignment vodcast available on Canvas.

●For additional guidance on this assignment, please access the assignment vodcast available on Canvas.

E-SUBMISSION GUIDANCE:
●This assignment will require you to submit your work by uploading a document in Word or PDF format to Canvas. Please follow this online guide on document submissions and contact the DICE team at dice@ucb.ac.uk if you need any further support.

LEARNING OUTCOMES:
●Learning Outcomes are what the student needs to demonstrate after completing a module. An assessment is a way in which students can demonstrate their achievement of these Learning Outcomes. Learning Outcomes are NOT the same as the assignment task.

●The Learning Outcomes assessed by this assignment are:

●Devise and evaluate feasible strategic business/marketing options.
●Design and evaluate relevant leadership and change management strategies.

ACADEMIC SKILLS OUTCOMES:
●The Academic Skills Outcomes to be developed by completing this assignment can be found here.
●For Apprenticeship programmes, identify the applicable Knowledge, Skills and Behaviours the assignment seeks to test.

GENERAL ASSIGNMENT GUIDANCE:

UCB standards for presenting your written work Please use the standards within this link about text size, line spacing, margins, headers, page numbering, embedding quotations within your work and appendices. https://ucbirmingham.instructure.com/courses/37413/pages/presentation-of-submitted-work

Main headings – Arial, size 14, bold, centred
Sub-headings – Arial, size 12, bold, left-aligned
Main text – Arial, size 12, left-aligned
Margins – 2.5cm on all sides
Spacing – 1.5 line spacing
Between paragraphs – leave one line space between paragraphs
Reference list – use single spacing. Leave one space between each reference
Paper Size A4 (unless otherwise stated)
Tables – label numerically in order of when they are presented in the assessment. Table 1, Table 2 etc.
Charts/Graphs – label as Figure 1, Figure 2, etc
Labels should be centred directly above the Table/Figure in Arial, size 12.
Using Artificial Intelligence (AI) ethically within your assessments Please read the information below on how to use AI ethically within your assignments, including Grammarly. Please ask your lecturer or CASE if you are unclear about any information within this link. If a marker has questions about how you have used AI within your assignment, you may be invited to a meeting to discuss your work. https://rise.articulate.com/share/4h250QmyY8hNnsQ9HS7B702dJedhlsM6
Teamwork Assessment Should this assignment require you to work as part of a team, you will receive an individual grade based on your performance and personalised feedback. The assignment brief will provide clear details on how your individual grade and feedback will be determined against the task and marking criteria.
Importance of Word Count Assignment word counts should always be observed. Ignoring a word count significantly increases the risk of your work losing marks because it will likely lack focus and clarity, and/or you would have gained an unfair advantage over others who have completed their work within the word count.
Students will be required to state their word count on all submissions. A 10% leeway will be allowed, so the maximum a student should submit will be the word count + 10%. The word count will exclude:
oThe title page
oThe contents page
oModels, graphs, calculations, data tables, and other exhibited figures or images
oLists of references
oAppendices (these should be kept to a minimum)
Page limits in some assessments For some projects/assessments, a page limit may be set to encourage you to focus on the most critical information. This is particularly important in projects that involve multiple elements such as tables, graphs, diagrams, calculations or extensive coding, where purposeful information is key.
E-submission See the guidance below on e-submitting your assignment:
Assessment issues | University College Birmingham

Cut-off date for late submissions (including for students with ECs and/or Support Plans) The cut-off time for late submissions is as follows:
Original assessment period – 10 working days after the due date
Resit assessment period – 24 hours after the due date.

After this time, you cannot submit any late assessments, even if you have Extenuating Circumstances to cover them.

Students with Support Plans may have additional time to submit their work after the formal submission date for the original assignments only. During the Resit assessment period, the maximum cut-off time for late submissions is 24 hours, regardless of whether a student has a support plan or extenuating circumstances.

If things go wrong | University College Birmingham
(See Additional Information Section, ‘Assignments and how to Submit them’)

Generic Grading Criteria The Generic Grading Criteria (GCC) are the generic features and expectations of work at a given level on your programme. The GCC per level is used in conjunction with the assignment marking criteria to determine the mark for your assignment. For more information on the GCCs for Levels 4-7, please click on this link: Assessment fairness and marking | University College Birmingham
Plagiarism and Academic Misconduct Please read the policy on Plagiarism and Academic Misconduct below. UCB will be robust in ensuring that marks awarded for assignments are based on fair and ethical assessment and referencing practices by students. Plagiarism | University College Birmingham
Extenuating Circumstances Extenuating Circumstances (ECs) are significant personal difficulties which adversely impact your ability to complete your assignment. Please read the supporting information below if you have ECs impacting your ability to complete this assignment. If things go wrong | University College Birmingham
UCB Referencing Guide You are required to reference your sources within your assignments appropriately. Please click on the link below to learn how to reference various sources of information. This Guide also includes how to acknowledge all Generative AI used within your assignment, ensuring that you comply with the Using AI Ethically within your Assignments policy (as covered above). https://ucbirmingham.instructure.com/courses/37413/pages/referencing-home-page
Access the Assignment Life Cycle The Assignment Life Cycle offers you additional support at each stage of the assignment process. Please click on the link below:
https://ucbirmingham.instructure.com/courses/37413