Write a report that evaluates how British airways has applied revenue management concepts. Consider the implications of the strategies adopted
on both customers and the company
You are expected to use academic literature to support your evaluation.
Assignment length
The report should be a maximum of 1,000 words excluding appendices and reference list. There is no need to include an executive summary or
table of contents. You may include up to 3 pages of appendices to support your evaluation. This might include screen shots of the company or
organisation’s booking systems.
Please refer to assessment criteria
Assessment Criteria – coursework
Grade
A+/A Excellent awareness of the application of revenue management and/or pricing concepts.
A wide range of relevant references to theory are included demonstrating a wide range of reading and a deep understanding of the theoretical
basis of revenue management.
Clear evidence of an excellent ability to apply theory to practice.
B+/B Strong awareness of the application of revenue management and/or pricing concepts.
Relevant references to theory are included demonstrating some further reading and a good understanding of the theoretical basis of revenue
management.
Clear evidence of a strong ability to apply theory to practice.
C+/C A good awareness of the application of revenue management and/or pricing concepts.
Some references to theory are made but these references do not demonstrate a good understanding of revenue management.
Clear evidence of an ability to apply theory to practice.
D+/D There is some evidence of an awareness of the application of revenue management and/or pricing concepts and an ability to apply theory
to practice.
Limited/poor references to theory are made showing limited understanding of revenue management theory.
Some evidence of an ability to apply theory to practice.
R Limited discussion showing very little operational understanding of revenue management and/or pricing concepts.
Limited or incorrect use of the academic literature and limited evidence of an ability to apply theory to practice.
F Limited discussion showing no or incorrect operational understanding of revenue management and/or pricing concepts.
Very limited use of the academic literature.
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