BMP4001 Professional & Academic Skills Assessment 1 Brief | RCL

Learning outcomes assessed:

LO1: Identify strengths and developmental needs using relevant assessment tools

Background to the Case

Transport for London (TfL) has hired a marketing firm to assist it with creating a marketing campaign that features some of the unique services offered at TfL. The marketing team is tasked with developing a public awareness campaign aimed at increasing the use of contactless payments across London’s transportation network. The goal of the campaign is to reduce queuing times, improve convenience for commuters, and promote sustainable travel habits. The project has a tight deadline of six months and must align with TfL’s brand values of efficiency, accessibility, and customer satisfaction.

The team is made up of five members from diverse backgrounds, each with a specific role:

1. Ravi (India) is the Project Manager, responsible for overseeing the campaign, managing deadlines, and ensuring that the project meets TfL’s objectives.
2. Elena (Romania) is the Creative Director, leading the visual and conceptual design of the campaign’s advertisements.
3. Noura (North Africa) is the Content Strategist tasked with developing the messaging to promote contactless payments, ensuring the campaign is inclusive and appeals to diverse audiences.
4. . Jack (UK) is the Data Analyst, providing the team with insights into commuter behaviour and travel patterns to help shape the campaign’s strategy.
5. Li Wei (China) is the operations Coordinator, responsible for liaising with station staff and ensuring the campaign materials are deployed across all transport hubs effectively.

SCENARIO

As the project progresses, several issues have emerged that are impacting the team’s ability to meet the deadline

Team Conflict

Elena and Noura have differing views on how to approach the campaign’s messaging. Elena wants to focus on bold, creative visuals that emphasise the ease of contactless payments, while Noura believes the campaign should highlight the service's accessibility and inclusivity. Their
disagreements have caused delays in finalising key aspects of the campaign, leading to friction during meetings.

Leadership Challenges

Ravi has struggled to manage the conflict between Elena and Noura. He has taken a neutral stance, hoping that the two will resolve their differences on their own, but the lack of clear direction has caused tension within the team. As a result, key decisions have been delayed, and the project is at risk of missing its deadline.

Operational Concerns

Li Wei has noted that several stations are not prepared to support the new campaign due to a lack of staff training. However, he has been unable to get the team’s attention on this issue, as the focus has been on the creative and messaging aspects of the project. Jack, meanwhile, feels that his data insights are not being fully utilised, which could lead to the campaign missing key commuter segments.

Workload Stress

Jack and Li Wei have reported feeling overwhelmed by the project’s demands. Jack is frustrated that his data is being overlooked, while Li Wei is juggling multiple tasks related to station coordination. Both are concerned that their workloads are unmanageable, which is contributing to delays in their contributions to the project.

Assessment Tasks

Task 1: Team Strengths and Developmental Needs

Use a relevant assessment tool, such as a SWOT analysis, to evaluate the weaknesses within the team. Focus on how these weaknesses impact the following three areas:

• Team Conflict (between Elena and Noura over messaging)
• Leadership Challenges (Ravi’s neutral stance and lack of conflict resolution)
• Operational Concerns and Workload Stress (Li Wei and Jack’s challenges in their roles)

For each area, clarify the weaknesses and explain how they are affecting the team's ability to meet project deadlines and objectives.

Task 2: Application of Team Performance Theory

Select a relevant theory to explain the relationship between the team’s weaknesses and performance. Analyse how unresolved conflict, poor leadership, and operational misalignment are preventing the team from progressing through the stages of effective collaboration and productivity.

Task 3: Qualities for Improved Team Performance

Based on the case, identify and explain the crucial qualities that the team needs to develop to improve its performance. Explain why these qualities are essential for resolving the challenges the team is facing and achieving the project’s goals. Propose actionable steps that Ravi can take to improve his leadership approach, with a focus on conflict resolution and team cohesion.