UA92-1216 Managing in a Digital World B5 Assignment Brief | UA92

Assignment Brief

As part of the programme's formal assessment, you must submit a Managing in the Digital World assignment.  

Learning Outcomes 

After completing the module, you should be able to:

• Introduce the basic theories relevant to the management of work organisations.
• Provide an overview of the issues faced by business organisations and the corporate responses to such. 
• Provide an overview of the skills and potential issues in managing people within a digital world.
• Allow students to consider the impact of business and management on their futures as managers and/or entrepreneurs.
• Introduce students to the acquisition and analysis of qualitative and quantitative data and how such data can be used to support effective decision-making.
• Introduce students to approaches to communicating complex information to diverse audiences and how to develop business cases. 

The 92 Programme 

The theme for this block is WELLNESS:

• Identify a variety of practices that improve personal/ holistic wellness.

Developing your skills and competencies in: 

Communication, Collaboration and Teamwork, Organisation, Critical and Creative Thinking, Problem-Solving, Leadership, Reflective Practice, Wellbeing, Digital, Finance, Presentation.

Important Module Milestones

Assignment Task

Assessment

Report – 3,000 words (+ / - 10%)
      L.O. 1, 2, 3, 4, 5, 6

This assignment requires you to analyse a business case study (Gymshark) through a structured and reflective process. Your final submission will take the form of a report, using the template provided.

• Weeks 1–5: You will respond to five weekly questions related to the case study. Each response should be approximately 500 words and include appropriate referencing.
• Week 6: You will write a 500-word reflective piece on business management in the workplace, drawing on your learning throughout the module.

The five questions and reflection topic are listed in the ‘Additional Information’ section of this brief and have also been pre-inserted into the assignment template to guide your structure.

There are no formal weekly submission deadlines. However, it is strongly recommended that you complete one section per week. This will help you manage your workload effectively and apply the concepts discussed in class while they are still fresh in your mind.

Case Study

Introduction to Gymshark

Founded in 2012 by 19-year-old Ben Francis, Gymshark started as a small fitness apparel brand run from a garage in Birmingham. Today, it is one of the UK’s fastest-growing fitness brands, valued at over £1 billion. Known for its influencer-led marketing, direct-to-consumer model, and digital-first approach, Gymshark sells globally via its website and has a strong presence on platforms like Instagram, TikTok, and YouTube.

1. Theories of Organisational Management

Gymshark’s structure reflects a modern, agile start-up culture—flat hierarchies, fast decision-making, and a strong emphasis on innovation. Ben Francis initially held multiple roles (designer, marketer, customer service rep), demonstrating classic entrepreneurial multitasking. As the business scaled, leadership transitioned towards more formalised roles while maintaining a collaborative ethos.

2. Business Environment, Ethics & Sustainability

Gymshark operates in a dynamic retail and fitness environment, where consumer behaviour, economic trends, and technology all shape strategic decisions. The company has faced pressure to improve its environmental footprint and ethical manufacturing practices.

3. Managing People in a Digital World

As a digitally native brand, Gymshark blends remote working, digital collaboration tools, and social media-driven culture. It invests heavily in employer branding, wellbeing initiatives, and flexible working policies to attract and retain top talent.

4. Using Data for Decision-Making

Gymshark uses data to guide product development, marketing, and customer experience. Through website analytics, user feedback, and social listening, they refine collections and campaigns in real-time.

5. Communicating Complex Information

Whether launching a new product line or responding to a PR issue, Gymshark excels at tailoring its communication style to its diverse, global audience. From formal investor updates to informal TikTok content, the tone varies by channel and audience.