Important information

If you are unable to complete your open assessment by the submission date indicated above because of Exceptional Circumstances you can apply for an extension. If unforeseeable and exceptional circumstances do occur, you must seek support and provide evidence as soon as possible at the time of the occurrence. Applications must be made before the deadline to be considered.

Full details of the Exceptional Circumstances Policy and claim form can be found here: https://www.york.ac.uk/students/studying/progress/exceptional-circumstances

If you submit your open assessment on time but feel that your performance has been affected by Exceptional Circumstances you may submit an Exceptional Circumstances Affecting Assessment claim form by 7 days from the published assessment submission deadline. If you do not submit by the deadline indicated without good reason your claim will not be considered.

Please take proper precautions to safeguard your work and remember to make backup copies of your data. The University provides all its students with storage space on the University server and you should save and back up any work in progress on this server on a regular basis. Computer failure and theft of your equipment or storage media are not considered exceptional circumstances and extensions cannot be granted for work lost for these reasons.

The University has guidance on the use of AI in assessments available here. This details appropriate and inappropriate use of digital tools. Inappropriate use will be considered academic misconduct, and penalised accordingly

Word count requirements

The word count for this assignment is 2,500 words.

You must state on the front of your assignment the number of words used and this will be checked.

The main text for this assignment must be word-processed in Arial, font 12, double spacing, minimum 2cm margins all around.

You must observe the word count specified in this assignment brief. The School has a policy of accepting variations to the recommended word count of plus or minus 5%.

What does this mean for you?

Markers will mark your work up to the word count maximum plus 5% and then will stop marking; therefore all words which are in excess of the word count plus 5% will not be marked.

Where your word count is more than 5% below that specified, it is likely that this will result in a lack of analytical depth or relevant content, which will be reflected in the mark assigned.

- the main text, including in-text reference citations and quotations.

The word count does not include:

- Appendices. These may be used to include supporting data, which may be too detailed or complex to include as a Table. They are not a device to incorporate material, which would otherwise cause you to exceed the word limit.

- Title page

- Contents page

- Abstract/executive summary

- Tables, figures, legends

- Reference lists

- Acknowledgements

Select any two airlines and critically compare their social media presence from December 2024 to March 2025. You can examine either only one social media channel of your choice or multiple platforms. Your work MUST engage with theories and concepts covered in the module.

• Justify the choice of airlines upfront

• Explain your reason for selecting one/multiple social media platforms

• Compare content strategies (e.g., seasonal offers, sustainability, etc.)

• Popularity of the posts (e.g., Likes, Comments, Shares, etc.)

• Ability to meet information needs of various stakeholders (e.g., those in need of booking cancellation, complaint handling, etc.)

• Overall, what is going well in each, and how can each be improved going forward (e.g., what type of content calendar would you recommend over the next month)?

- Title page

- Contents page

- Abstract

- Main content with tables and figures close to the relevant text

- References (Harvard style)

- Appendix (GAI declaration)

An essay that engages with the module content appropriately but fails to meet some of the criteria of a 70+ essay, as outlined above, will receive a score of 60-69.

An essay that demonstrates no engagement with the module content will not pass.