DIGITAL TECHNOLOGY AND INNOVATION: STRATEGIC EVALUATIONS OF NDC, SOCIAL MEDIA, AND IMMERSIVE TECHNOLOGIES

The paper is done and i submit it later
Assessment title Portfolio Word Count (or equivalent) 3,000 words (-/+10%) Where to submit Turnitin Feedback date 6th June 2025 Assessment Weighting 100% Submitting, feedback & grades online using Blackboard Assessment Briefing The assessment for this module is a portfolio consisting of three short essays each focusing on one specific topic:
1. New Distribution Capability (NDC): a new framework introduced by IATA to revolutionise how airlines sell and distribute their products. It aims to move beyond legacy technologies and outdated paradigms, enabling more dynamic and modern airline retailing capabilities. 2. Social media technologies, used by airlines to enhance marketing, customer service, and brand engagement. You should critically evaluate their role in building trust and authenticity, and their impact on customer experience and revenue. 3. Digital technologies improving the airline and airport operational processes. You should choose a specific technology (eg AI, Biometrics, IoT, Blockchain…), analyse how it’s being used and its potential to further advance operational practices in aviation. You can choose one of the technologies covered in the sessions or (with the guidance of the module tutor) another related aviation one. The total word count (3,000 words -/+10%) should be divided equally between the three essays. For each essay you are required to: – Create your own essay Title, specifying with area or topic for each essay (based up the Learning Outcome above) – Include in your introduction a Thesis statement, a concise sentence or paragraph that clearly presents the central argument or position of your essay. It sets the direction for your analysis and outlines the main point you’re going to demonstrate or defend throughout the paper. It should be focused, arguable, and supported by your analysis – Apply, where appropriate, some of technology or academic innovation theoretical models discussed in the module – Use a wide number and variety of quality sources, including academic journals articles
or by contacting the Module Tutor. Formatting requirements: Your work should be written using Arial, 1.5 line spacing. Each essay should start in a new page. All sources should be referenced using the Harvard referencing system. Marking criteria: Marks are allocated as follows: – Knowledge and understanding of the topics (35%) – Ability to collect, synthesise and apply information (25%) – Ability to generate discussions, arguments and conclusions (20%) – Structure, communication and presentation (20%)