College of Banking and Financial Studies
Assignment Brief – BTEC
Higher National Diploma in Business (Level 4)
Student Name /ID Number
Unit Number and Title
Unit 14: Digital Business in Practice – R/618/5054
Academic Year
Spring 2023/2024
Unit Assessor
Dr. Wisal Al Balushi / Mr. Yaqoub Abdullah Al Abri
I. V. Name
LIVT (Dr. T.T.A. Rohanaraj)
Assignment Title
Solution-focused detailed Analysis Report
Issue Date
23rd April 2024
Formative Submission Date
15th May 2024
Summative Submission Date
21st May 2024
Submission Format:
1. The submission is in the form of an individual written report. This should be written in a concise,
formal business style using single spacing and font size 12.
2. You are required to make use of headings, paragraphs and subsections as appropriate, and all work
must be supported with research and referenced using the Harvard referencing system.
3. Please provide a bibliography using Harvard referencing system if you referred any sources for
theoretical parts or questions.
4. The document must be submitted to Turnitin in word document.
5. The total word count (excluding bibliography) of the report should be around 1250 – 1500 words, but
you will not be penalised for exceeding the word limit.
6. The file must be saved in the format: student ID-DBP-Formative-A2, for formative submission and
student ID-DBP-Summative-A2, for summative assignment.
7. In case of extenuating situations, the relevant College policies apply
Unit Learning Outcomes:
LO3 Develop a transformational digital strategy plan to support the implementation of digital
technologies within an organisation.
LO4 Present the design of a selected mobile application to support a digital strategy within an
organisation.
Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5
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Assignment Brief and Guidance:
Assignment Scenario
Bliss Travel Agency: Navigating the Digital Horizon
Bliss Travel Agency (BTA), a well-established player in the travel industry in Oman, originated in
Muscat back in 1993 and subsequently expanded its operations by establishing branches in Sohar,
Salalah, and Nizwa. Last year, the agency made the strategic decision to extend its reach within the
GCC region, marking its inaugural presence with an office in Doha. BTA is embarking on a digital
transformation project to adapt to the changing landscape of travel booking and customer
preferences. With the rise of online booking platforms and the increasing demand for personalized,
seamless experiences, BTA recognizes the need to innovate and leverage digital technologies to
stay competitive.
Business Model of BTA
BTA aims to provide personalized travel experiences tailored to the unique preferences and needs
of each customer. This includes offering special travel packages, exclusive deals, and exceptional
customer service. The agency caters to various customer segments, including leisure travellers,
business travellers, families, and adventure seekers.
The agency utilizes multiple channels to reach its customers, including physical offices, a website,
mobile apps, social media platforms, and partnerships with other travel-related businesses. BTA
values long-term relationships with its customers, focusing on providing excellent service,
personalized recommendations, and ongoing support before, during, and after their trips.
The revenue streams of BTA include commissions from booking flights, hotels, tours, and other
travel services, as well as fees for additional services such as travel insurance, visa assistance, and
concierge services. The main activities of BTA involve market research, customer relationship
management, partnership development with airlines and hotels, itinerary planning, booking
management, and customer support.
BTA relies on a team of experienced travel consultants, partnerships with airlines, hotels, and tour
operators, a user-friendly booking platform, and access to travel-related data and insights. The
agency also collaborates with airlines, hotels, tour operators, travel insurance providers, and other
businesses in the travel industry to offer a wide range of services and enhance the overall travel
experience for its customers.
Current Infrastructure
BTA is currently responsible for hosting and managing its databases and servers within its main
office situated in Muscat. This technological infrastructure plays a pivotal role in overseeing
employee and customer data management, while also facilitating the operational business
processes of the agency. The centralized database serves as the primary repository for crucial
information necessary for the agency’s operations. However, as Bliss has branches spread across
different locations, these branches must access the central database remotely. This arrangement,
Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5
2
though facilitating data access, has resulted in challenges regarding service speed, leading to a
slower performance overall.
Challenges in Digital Transformation
Despite the clear benefits of embracing digital transformation, BTA faces several challenges in this
endeavour, such as:
•
•
•
•
Technological Integration: Integrating new digital tools and platforms with existing systems
and processes can be complex and time-consuming, requiring significant investment in
technology infrastructure and staff training.
Data Security: As the agency collects and stores sensitive customer data, ensuring data
security and compliance with privacy regulations is paramount to maintain trust and
credibility.
Changing Consumer Behaviour: Shifting consumer preferences and behaviours, such as the
increasing reliance on online booking platforms and the demand for personalized
experiences, require the agency to adapt its offerings and marketing strategies accordingly.
Talent Acquisition and Retention: Recruiting and retaining skilled professionals with
expertise in digital marketing, data analytics, and technology is essential to drive successful
digital transformation initiatives.
Despite these challenges, BTA is committed to embracing digital transformation as a strategic
imperative to stay relevant and competitive in the dynamic travel industry. By leveraging digital
technologies to enhance customer experiences, streamline operations, and drive business growth,
the agency aims to position itself as a trusted partner for travellers seeking unforgettable journeys
around the globe.
Your Role:
Your role as a newly appointed Digital Technologies Specialist is to design, plan and implement the
required digital practices in BTA to overcome the company’s challenges.
Required:
You have been asked by your line manager to conduct a careful study of the digital technologies to
resolve some of the challenges they are facing as a digital business. You are expected to exhibit a
deeper understanding through research and formulate a detailed research-based transformational
digital strategy plan and an accompanying mobile application.
To fulfil your task, you may be expected to,
1. Illustrate how digital technologies could support organisations.
2. Design and develop a transformational digital strategy plan that could support the
implementation of digital technologies within the organisation under consideration.
3. Explain and assess, how digital innovation and usage of technologies could help
organisations in achieving competitive advantage through their digital strategic plan.
4. Ensure that you support your arguments through key theories and research.
Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5
3
5. Investigate and present an appropriate design of an application for mobile presence and
accessibility, to assist and support the proposed digital transformation in the organisation.
6. Clearly identify the ways in which the digital applications could support digital strategies
in the organisation.
7. Develop a transformational digital strategy plan and an accompanying mobile application
to Justify your implementation strategy by considering the political, economic, social,
cultural, technological, environmental, and behavioural data.
Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5
4
PLEASE READ THIS PAGE CAREFULLY TO ENSURE YOU COVER WHAT IS
REQUIRED TO SATISFY THE GRADE
Learning Outcomes and Assessment Criteria
Learning Outcome
Pass
Merit
P4 Illustrate the ways in
which digital
technologies can support M3 Assess the ways in
organisations.
LO3 Develop a
which digital innovation
transformational digital
can assist organisations
strategy plan to support
P5 Construct a digital
in developing a
the implementation of
strategy plan in order to
competitive edge
digital technologies within support the
through a digital
an organisation
implementation of
strategic plan.
digital technologies
within an organisation.
LO4 Present the design of
a selected mobile
application to support a
digital strategy within an
organisation.
P6 Pitch the design of a
mobile application that
supports the overall
digital strategy of an
organisation.
M4 Pitch a mobile
application, identifying
ways in which they
support different digital
strategies within
organisations.
Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5
Distinction
D2 Formulate a
transformational digital
strategy plan and an
accompanying mobile
application design
through the
consideration of key
economic, social,
cultural, technological,
political, environmental
and behavioural data to
justify its
implementation
5
LEARNER ASSESSMENT SUBMISSION AND DECLARATION
When submitting evidence for assessment, each learner must sign a declaration confirming that the
work is their own.
Please list the evidence submitted for each task. Indicate the page numbers where the evidence can
be found or describe the nature of the evidence (e.g. video, illustration).
Task ref.
Evidence submitted
LO 3
LO 4
Additional comments to the Assessor:
Learner declaration
I certify that the work submitted for this assignment is my own. I have clearly referenced
any sources used in the work. I understand that false declaration is a form of malpractice.
Learner signature:
Date:
ASSESSMENT RECORD SHEET – FORMATIVE FEEDBACK
Programme
BTEC HND BUSINESS LEVEL 4 Student name
Solution-focused detailed
Assignment title
Assessor name
Analysis Report
Unit 14: Digital Business in
Targeted learning
Unit no. & title
aims/assessment criteria
Practice R/618/5054
Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5
Dr. Wisal Al Balushi / Mr.
Yaqoub Abdullah Al Abri
LO-3 and LO-4
6
First Submission
Deadline
Targeted
criteria
Date submitted
Criteria
achieved
Assessment comments
LO3
LO4
General comments
Assessor
declaration
Assessor signature
I certify that the evidence submitted for this assignment is the learner’s own. The
learner has clearly referenced any sources used in the work. I understand that false
declaration is a form of malpractice.
Date
Date of feedback to learner
Resubmission
authorisation
by Lead Internal Verifier*
Date
* All resubmissions must be authorised by the Lead Internal Verifier. Only one resubmission is possible per assignment,
providing:
● The learner has met initial deadlines set in the assignment or has met an agreed deadline extension.
● The tutor considers that the learner will be able to provide improved evidence without further guidance.
● Evidence submitted for assessment has been authenticated and accompanied by a signed and dated declaration of
authenticity by the learner.
**Any resubmission evidence must be submitted within 15 working days of receipt of results of assessment.
Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5
7
ASSESSMENT RECORD SHEET – RESUBMISSION – SUMMATIVE FEEDBACK
Deadline
Targeted
criteria
Date submitted
Criteria
achieved
Assessment comments
LO3
LO4
General comments
Learner
Declaration
Learner signature
Assessor
declaration
Assessor signature
I certify that the evidence submitted for this assignment is my own. I have clearly referenced
any sources used in the work. I understand that false declaration is a form of malpractice.
Date
I certify that the evidence submitted for this assignment is the learner’s own. The learner
has clearly referenced any sources used in the work. I understand that false declaration is a
form of malpractice.
Date
Date of feedback to
learner
Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5
8

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