The written analysis will be 4-5 pages in length, double-spaced and typed (12 point, letter size, with one-inch margin). You may include appropriate graphics, charts, etc. to enhance the content visually. The final product will be approximately 6-8 pages in length including cover page, graphics and reference list.
 
Case analysis content
Case analyses must be organized according to the ROPES framework conceptualized by Kelly (2001).  Each step, Research-Objectives-Programming-Evaluation-Stewardship, will form a major section of the analysis. The following is the required framework. Each section must be started with the required head.  Most – but not all – of the questions will be answered in the analysis:

1. OVERVIEW OF CASE
2. Who is the organization or client (location, type of activity pursued)?
3. Who is the public relations firm hired to work with the organization?
4. What is the problem that must be solved or opportunity to pursue?
5. Was it a coalition of action? (Any other organizations partnered with the organization you studied?)
6. Who are the target publics?
7. RESEARCH
8. Was research used to gain insight on (1) the organization, (2) the problem or opportunity, and (3) the publics?
9. Were both secondary and primary research conducted?  Give examples.
10. Were methods used for primary research informal, qualitative, or quantitative? Give examples.
11.  What were the major findings of the research?
12. Were the research methodologies used appropriate and adequate?  What more should have been done?

III.  OBJECTIVES

1. What were the objectives; were they output or impact objectives?
2. What effects were sought by the impact objectives?
3. Did the objectives contain all five elements necessary for objectives to be meaningful?
4.  Were the objectives consistent with the research findings?
5. Were there objectives relative to each target public identified by the research?

1. PROGRAMMING
2. What was the budget for programming; what was the timeframe?
3. What were the main features of the programming strategy (tactics/techniques used, messages, channels of communication, or other relevant factors)?
4. Were the tactics/techniques (1) interpersonal communication, (2) controlled media communication, or (3) mass media (uncontrolled) communication? Give examples.
5. To what extent were the programming activities related to the set objectives?
6. EVALUATION
7. What evaluation research was conducted?
8. Did the evaluation only report measurement of output objectives, or did it also verify impact objectives?
9. Was the evaluation appropriate and adequate?  What more should have been done?
10. Was it possible to be sure that the results reported were attributable to the public relations effort, rather than to other factors existing at the same time as the problem-solving effort?

1. STEWARDSHIP
2. To what extent was stewardship considered?
3. What should have been done to ensure that supportive publics would remain “friends” of the organization/client?
4. How long the campaign has been sustained? What causes its termination?
5. What one or two suggested tactics would you recommend for stewardship; for what publics?

 
VII.  CONCLUSIONS

1. Brief summary of the analysis’ major points.
2. Your final thoughts.

 
Paraphrase and use quotes sparingly. Quotation marks and attribution must be included when “using” Smith (2002) words (three or more consecutive).  The number of the page from which the quote was taken must follow all quotes.  For example: Hendrix and Hayes (2010) described the campaign as “one of the most successful” ever conducted (p. 73).
 
 

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Scenario
 
In recent years the economic downturn, recession, the global banking crisis, political and social unrest in some regions have an impact on organisations of all shapes and sizes on a global scale. This has resulted in organisations having to assess their business strategy and to align their human resource strategy to meet these new organisational imperatives in order to survive, let alone grow and prosper.
 
You have been appointed to the role of Managing Director of an organisation of your choice. Your bank manager is concerned about the future of the organisation and whether the organisation is making best use of business psychology to meet the challenges of an increasingly digital global market. You need to develop a human resource strategy which applies the theory and literature in the following areas of business psychology: learning and development, leadership, motivation and engagement, organisational change, personnel selection, diversity and talent.
 
The bank manager has asked you to present you proposals on how you will use business psychology to support the globalization and improve profitability of the organisation in the form of short report style business psychology consultancy report. The report must be methodologically robust and it should assess your organisation’s overall strategic capability and make recommendations on the preferred strategic option. The bank have made it quite clear that they want a practical report grounded in theory which is accessible to senior managers in the bank.
 
Tasks:
 
Select a company of your choice through the case study approach and undertake the following tasks:
 

1. Identify the personality profiles and leadership development needs of you management team including:

 
(a.) Assessment of the strengths of their personalities and areas for development using the IPIP-NEO personality questionnaire and any other valid psychometric instrument (250 words)
 
(b.) Do you have an appropriate spread of personality types across your leadership team? (250 words)
 
 
 

2. Using the relevant psychometric questionnaires that instruments you were introduced to in the module critically analyse your team’s leadership styles and compare this to you own leadership style:

(a.) Are your senior leaders participative or authoritian leaders? What are the implications of their leadership style to the success of your organisation?  (200 words)
(b.) Do your senior leaders adapt their approach to leading across situations, if so how? If not what how can flexibility in leadership style be introduced? Or   (200 words)
(c.) Will their leadership style impact on the ability of you organisation to survive and grow? (200 words)
 
 
 

3. Develop a high level project plan with supporting narrative to lead your team through the change. The narrative should include:

(a.) How will engage and motivate your team through the change? (300 words)
(b.) What processes will you use to select any new staff that you need or to assess in more detail the development needs of your staff. Or (300 words)
(c.) The project plan should include a brief section on learning and development setting out how you will coach and develop your top team (300 words)?
 

All sources must be referenced and Use the Harvard system of referencing and include a bibliography that lists all resources referenced.

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