MARKING RUBRIC

Assessor Name
Programme BCOM HONS SCM & PGDBM Module OPERATIONS MANAGEMENT
Module NQF 8 Year
Assessment Type CASE STUDT X PROJECT

Number Question Guideline Mark

Allocation
SECTION
A
Question As highlighted by Wayne Newton, if it is not measured, it is not managed. In addition to those already · Students 20
1.1 provided, examine the quality metrics that Alaska airlines should be tracking to determine the performance should
of their operations. refer to the
case study
and make
use of the
relevant
content
when
responding
t o t h e
question.
· The
quality
metrics
should be
accurately
captured
and an
accurate
description
of each
provided.
· Relevant
examples
and
illustrations
should be
provided
for.
Question In light of the case study provided, justify why might it cost Alaska Airlines less to do things right the first · Students 20
1.2 time. Provide relevant frameworks in presenting your should refer
response. to the case
study and
make use of
the relevant
content
when
responding
t o t h e
question.
· The
correct
frameworks
need to be
 utilised in
responding
t o t h e
question.
· Justification
should be
provided for.
Question As indicated by Ben Minicucci "We have rewritten our DNA." Building an organization that can achieve · Students 20
1.3 quality is a demanding task, and the management at Alaska Airlines accepted the challenge. Using relevant should refer
frameworks demonstrate how the organisation can successfully achieve to the case
this. study and
make use of
the relevant
content
when
responding
t o t h e
question.
· Relevant
examples
and
illustrations
should be
provided for.
Question In the context of Alaska Airlines, critically discuss any FIVE predictors that can be utilised in forecasting · Students 20
1.4 daily sales for flights and defend the forecasting approach that should be applied by the organisation. should refer
to the case
study and
make use of
the relevant
content
when
responding
t o t h e
question.
· The
predictors
need to be
exhaustively
accounted
for.
· The
forecasting
approach
identified
and justified
i n t h e
context of
the Alaska
airlines.
Question Ben Minicucci has argued that Alaska Airlines has increased productivity over its competitors over the · Students
1.5 years, interpret why this could be the case and demonstrate how productivity can be measured in this should refer
s e c t o r . M a k e u s e o f r e l e v a n t to the case
examples. study and
make use of
the relevant
content
when
responding
t o t h e
question.
· The
primary
issues as
highlighted
b y t h e
question
 should be
explored,
w h y a n
increase in
productivity
and how it
c a n b e
measured.

GRADING/MARKING SCALE
The following scale will guide and assist the marker to award a mark for each question, identifying characteristics of a good response at the
required NQF level

Poor Acceptable Achieved Exemplary

COGNITIVE ABILITIES
CONTENT
ARGUMENT/ANALYSIS
SYNTAX AND USAGE
0-49%
Inadequate to limited
information base.
Lack of understanding of
key issues and research
skills.
Weak academic/intellectual
skills
Inadequate or limited
evidence of relevant
literature
Basic knowledge of key
issues/concepts.
Limited research skills and
problem solving skills.
Largely descriptive with
restricted synthesis and
little or no argument.
Inadequate and poor
presentation of work (e.g.
bibliography/reference list
and in-text referencing,
style, accurate grammar
etc.)
50 - 59%
Basic/satisfactory
knowledge of key
issues/concepts.
Descriptive in part however
some ability to demonstrate
synthesis.
Limited evidence of
creativity of thought.
Demonstrates Mastery of
an adequate body of
relevant literature
Demonstrates adequate
organisation of content and
a coherent argument.
Descriptive, with ability to
develop conceptual
structures and arguments.
Reasonable presentation of
work (e.g.
bibliography/reference list
and in-text referencing,
style, accurate grammar
etc.)
60 – 74%
Demonstrates a good
analysis of key issues and
concepts.
Good development of
conceptual structures.
Demonstrates good
evidence of creativity of
thought, evidence of
knowledge.
Demonstrates Mastery of a
substantial relevant
literature
Demonstrates evidence of
comprehensive
understanding of the
knowledge acquired.
Evidence of good
application of information
from the range of relevant
sources.
Good presentation of work
(e.g. bibliography/reference
list and in-text referencing,
style, accurate grammar
etc.)
75%
Demonstrates a high level
of intellectual rigour.
Excellent
academic/intellectual skills.
Considerable creativity and
originality.
Demonstrates Mastery of a
substantial relevant
literature
Demonstrates
independence of thought.
High level of intellectual
rigour and consistency.
Excellent expressive skills
and originality.
Demonstrates a wide
breadth of knowledge and
its application
Excellent presentation or
work(e.g.
bibliography/reference list
and in-text referencing,
style, accurate grammar
etc.)