Assessment

Centre Name:

East End Computing & Business College

Centre No:

10562

Learners
Name:
Assessors
Name:
Assessors
Signature:
Date Issued:

Date:
First Submission
Date:01/06/2015

Final Submission
Date:08/06/2015

Feedback Date:

Learners Declaration:

I declare that all the work submitted for this assignment is my own work or, in the case of group work,
the work myself and other members of the group in which I worked, and that no part of it has been
copied from any source.
I understand that if any part of the work submitted for this assignment is found to be plagiarised, none
of the work submitted will be allowed to count towards the assessment of the assignment.

Signature______________________________

Date_________________________

Internal verification:
IV
Name:

Signature:

Date:

Assess
or
Name:

Signature:

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Assessment

Rules and regulations:

Plagiarism is presenting somebody elses work as your own. It includes: copying information
directly from the Web or books without referencing the material; submitting joint coursework as an
individual effort; copying another students coursework; stealing coursework from another student
and submitting it as your own work. Suspected plagiarism will be investigated and if found to have
occurred will be dealt with according to the procedures set down by the Eastend College. Please see
your student handbook for further details of what is / isnt plagiarism.

Assignment Regulations:
1
Students are required to submit their assignment on-line through on-line e-learning
system http://e-shoppingbd.com/moodle/ .Detailed information about this is available in
the student handbook submission. www.submit.ac.uk
2

Details of submission procedures and penalty fees can be obtained from the course
officer/assessment officer.

Late coursework will be accepted by Academic Administration Office and marked

according to the guidelines given in your Student Handbook for this year.

If you need an extension (even for one day) for a valid reason, you must request one,
using an assignment submission extension request form available from the Academic
Administration Office. The completed form must be accompanied by valid evidence such
as a medical certificate in the event of you being sick.

General guidelines for submission of Assignment:

a) All work must be word-processed and must be of good standard.
b) Document margins shall not be more than 2.5cm or less than 1.5cm
c) Font size in the range of 11 to 12 points distributed to including headings and body text.
Preferred typeface to be of a common standard such as Arial or Times New Roman for
the main text.
d) Any computer files generated such as programme code (software), graphic files that form
part of the course work must be submitted either online with the documentation.
e) The copy of the course work submitted may not be returned to you after marking and you
are advised to have your personal copy for your reference.
f) All work completed, including any software constructed may not be used for any purpose
other than the purpose of intended study without prior written permission from Eastend
Computing and Business College.

Assessment

Outcomes and assessment requirements

Centre Name

Eastend computing of Business and College

Programme Title
BTEC HND in Business
Unit No & Title
Unit 45 Business Ethics
QCF Level: 5
Credit: 15
Assignment M/601/1024
A Vodafone case study
No/Title
Tutor/Assessor : R. Khanam
Written by
Rehana Khanam
Assessment To meet LO 1
Written Report not exceeding 4000 words covering Tasks 1,
method
To meet LO 2
2, 3 and 4
To meet LO 3
To meet LO 4
Learning Outcome
(LO)
LO1 TASK 1
Understand different
ethical perspectives in
business

Assessment
Criteria
1.1
1.2
1.3

LO2 TASK 2
Understand business
objectives from an
ethical perspective
LO3 TASK 3
Understand ethics in
workplace relationships

2.1

LO4 TASK 4
Be able to assess a
current ethical issue in a
business

4.1

2.2
3.1
3.2

4.2

4.3

In this assessment you will have the opportunity to present

evidence that shows you are able to:
Explain the background and development of theoretical ethical
approaches in business (AC 1.1)
Compare and contrast absolute and relative ethics in relation to
Vodafone (AC 1.2)
Explain the ethical issues which can affect the operational
activities of a company such as Vodafone (AC 1.3)
Explain how business objectives of Vodafone are affected by
ethical considerations(AC 2.1)
Evaluate the implications for Vodafone and its stakeholders to
operate Ethically (AC 2.2)
Assess the role of Vodafone acting as a moral agent (AC 3.1)
Analyse the development of mechanisms for achieving employee
involvement and empowerment, how well does Vodafone operate
ethically?(AC 3.2)
Research a current ethical issue affecting a Vodafone (see
guidance) (AC 4.1)
Report on how the business like Vodafone could improve the
ethics of their operations whilst meeting objectives and ensuring
good employer/employee relationships (AC 4.2)
Design a suitable ethical code for Vodafone (AC 4.3)

In addition of PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION
grades
Grade Descriptor
Indicative characteristic/s
Contextualisation
To achieve M1 you must demonstrate that you have an effective approaches to study and
M1
research has been applied in understand assess the role M & S acting as a moral agent in its
Identify and apply
An effective approach to study and
mining projects with example and relevant citations (AC3.1)
strategies to find
appropriate solutions
research has been applied
To achieve M1 you have to shown effective judgements have been made in consider the
impacts of Design a suitable ethical code for shell employment with relevant citations (AC
4.3)
To achieve M2 you must select appropriate resource materials for the assignment with the
M2
A range of sources of information has
use of the internet, journals, publications and text. The bibliography must be presented in
Select/design and apply
been used
Harvard Referencing format including Alphabetical order (ALL 4 TASK).
appropriate
methods/techniques
To Achieve M3 you must Compare and contrast absolute and relative ethics in relation to
M3
vodafone with example and relevant citations (AC1.2)
Present and communicate The appropriate structure and approach
has been used
appropriate findings
To achieve M3 you must explain how business objectives of Vodafone are affected by
ethical considerations with example and relevant citations(AC 2.1)
To achieve D1 you must critically analyse the development of mechanisms for achieving
D1
Conclusion arrived at through synthesis employee involvement and empowerment, how well does M &S operate ethically?(AC 3.2)
Use critical reflection to
of ideas & justified
evaluate own work and
To achieve D1 you must evaluate the effectiveness of research a current Shell ethical issue
justify valid conclusions
affecting a selected business (see guidance) (AC 4.1)
D2
Take responsibility for
managing and organising
activities
D3
Demonstrate
convergent/lateral/
creative thinking

The importance of interdependence

recognised and achieved

Innovation/Creative thought have been

applied

To achieve D2 you must explain the ethical issues which can affect the operational activities
of a company such as Vodafone (AC 1.3)
To achieve D2 you must critically evaluate the implications to Vodafone and its
stakeholders to operate Ethically (AC 2.2)
To achieve D3 you must Explain the background and development of theoretical ethical
approaches in business (AC 1.1)
To achieve D3 you must critically report on how the business (Shell) could improve the
ethics of their operations whilst meeting objectives and ensuring good employer/employee
relationships (AC 4.2)

Assignment brief
Assignment title

Business Ethics A Vodafone case study

Purpose of this assignment

This unit provides an introduction to the concepts and practices of most businesses today are
concerned about the impact of their activities on the business environment.
Ethical concerns and greater consumer awareness have resulted in many businesses promoting their
social values to ensure competitive advantage. Business ethics embraces corporate social
responsibility and ethics relating to accounting practices, marketing, human resource management,
and production. In this unit learners will examine the theoretical roots to the background and growth
of business ethics. They will look at the different types of ethical issues a business needs to consider
and how the development of ethical values impacts on business behaviour. It is important for learners
to appreciate how taking an ethical stance affects businesses both internally and externally, including
the effects on stakeholders. Learners will explore the social implications of business ethics for a wide
range of business activities that affect the organisation itself and the external environment. This will
include the ethical stance behind topical issues such as whistle blowing, employment practices,
advertising to children, environmental awareness and using new technologies such as genetic
modification of food. Learners will also examine how an individuals ethical stance impacts on the
moral relationship between employer and employee, as well as considering the contractual
responsibilities of both parties. This unit will give learners the opportunity to research how a business
responds to ethical concerns and assess the extent to which its activities affect its behaviour, whilst
ensuring business objectives are met. The aim of this unit is to develop an understanding of the theory
and practice of human resource management focussing on current human resources practice and the
impact of topical issues and legislation.
Scenario
Vodafone has grown rapidly since it was originally formed in 1984. It has responsibilities to its
60,000 staff and 151 million customers and shareholders. It also believes it has a responsibility to
society. The company aims to continue to grow. Economies of scale improve efficiencies, enhancing
the company's performance. This increases returns to shareholders and makes money available to
improve services to customers. In order to grow, Vodafone must attract new customers and retain
those it currently has. Serving customers well relies on the ability to attract and retain good quality
staff. Both these stakeholder groups care about the company's ethics.
This case study explores how Vodafone ensures it has ethical concerns and greater consumer
awareness have resulted in many businesses promoting their social values to ensure competitive
advantage
Your report should cover and incorporate all the task and learning outcomes below (4,000 words)
You should refer to the assessment criteria and the relevant unit content, when preparing your
evidence of assessment.
You can access case study Vodafone at:

http://businesscasestudies.co.uk/vodafone/developing-and-implementing-a-strategic-approach-toethics/ethics-and-business-aims.html#axzz3Rwa7SdC2
or the condensed version of the annual report on VLE ; Assignment Pack Folder (Induction week)
Learning outcome 1(1.1,1.2,1.3)- PASS CRITERIA
LO 1 Be able to understand different ethical perspectives in business
1) Explain the background and development of theoretical ethical approaches in business (AC 1.1)
2) Compare and contrast absolute and relative ethics in relation to Vodafone (AC 1.2)
3) Explain the ethical issues which can affect the operational activities of a company such as
Vodafone (AC 1.3)
1.1: Using the theories studied in class; create a timeline that explains the background and
development of theoretical ethical approaches. You can use the timeline templates given in class.
Consider the following; deontology, natural law, virtue ethics, Utilitarian, Kant, Mill, Aquinas
http://www.smartdraw.com/software/timeline-template.htm.
(You can use this link as a sample for your timeline. It does not mean you need to use it).
1.2: In relation to the theories you have studied in class and in AC 1.1, compare and contrast
absolute and relative theories. Use an example of a business to do this task.
Consider the following; situational theory, natural law, Kant, Mill etc.
1.3: Using the example of a business you chose for 1.2, explain the ethical issues which can affect
the operational activities of a business. Here you need to look at operational activities and ethical
issues which can have an impact on those activities.
Consider the following; suppliers, contractors, agencies, human rights, fair trading, CSR, corporate
governance etc.
For LO1 you can achieve M1, D2 and D3 in all the tasks

Learning outcome 2(LO 2.1, 2.2)- PASS CRITERIA

LO 2 Understand business objectives from an ethical perspective
1) Explain how business objectives of Vodafone are affected by ethical considerations (AC 2.1)
2) Evaluate the implications to Vodafone and its stakeholders to operate Ethically (AC 2.2)
2.1: Explain how Vodafones objectives are affected by ethical considerations. (M2).
You are required to explain Vodafones corporate objectives and how they are affected by ethical
considerations. Consider; response to ethical pressures, implementing ethical practices, public image,
UK Law, EU Law, mission and vision of the organisation along with corporate objectives, ethical
considerations, etc.
2.2: Using the explanations from the 2.1, evaluate the implications for Vodafone and their
stakeholders to operate ethically. (M3, D2).

Give explanations on Stakeholders and their interests and evaluate the implications: good or bad/ pros
and cons for Vodafone to operate ethically/decently/justly. Consider; owners, employees, customers,
suppliers, competitors, public image, ethical pressures, value added, complying with relevant
legislation, influence of stakeholders and pressure groups etc.
For LO2 you can achieve M3 and D2 in all the tasks
Learning outcome 3(LO 3.1, 3.2)- PASS CRITERIA
LO 3 Understand ethics in workplace relationships
1) Assess the role of Vodafone acting as a moral agent in its mining projects (AC 3.1)
2) Analyse the development of mechanisms for achieving employee involvement and empowerment,
how well does Vodafone operate ethically?(AC 3.2)
3.1: Assess the role of Vodafone acting as a moral agent. (M1).
Here you have to define what a moral agent is and explain the characteristics that set Vodafone apart
from any other businesses. Remember Vodafone has been identified as one of the most ethical
business in the UK, therefore, from your research, identify why this is so, you should mention what
they do in terms of employee and workplace relationships. What do they do that makes them
ethical?
3.2: Analyse the development of mechanisms employed by Vodafone for achieving employee
involvement and empowerment (M1, D1).
Here you can define what employee involvement and empowerment is. What strategies does
Vodafone adopt to involve and empower their employees? Analyse these strategies employed by
Vodafone in achieving employee involvement and empowerment. Consider; job enlargement,
training, access to information, improved morale, increased productivity, team cohesion, innovation,
contractual responsibilities, equal opportunities etc.
Learning outcome 4 (LO 4.1, 4.2, 4.3)- PASS CRITERIA
LO 4 Be able to assess a current ethical issue in a business
1) Research a current ethical issue affecting a selected business (see guidance) (AC 4.1)
2) Report on how the business could improve the ethics of their operations whilst meeting objectives
and ensuring good employer/employee relationships (AC 4.2)
3) Design a suitable ethical code for Vodafone (AC 4.3)
LO4 AC. 4.1, 4.2, 4.3 (M1 and D3)
You have been employed by Vodafone as junior business analyst and you have tasked with
helping the company in identifying an ethical issue that affects its business as they strive to do
better ethically. After you have found the issue, you will be asked to report on how the business
can improve their ethical behaviour at the same time meeting the objectives. You also have
been asked to design an ethical code that all employees have follow in their day to day
operations of the business.
In this part of the section you are required to study an ethical issue in detail and how its affecting the
business. In order to complete the article you need to study Vodafone. Vodafone is company that has
shied away from scandal all over the world. Their services have been questioned by many a times.

Vodafone is a global company that operates in many countries around the world and wherever it is
based there is a need for it to operate in an ethical manner. So using the knowledge and the skills
you have gained throughout your lessons, class discussions and research, you need to investigate
a current issue and explain how it affects Shell (4.1) (M1).
Consider; globalization, environment, corruption, CSR, ecology, child labour, carbon footprint etc.
4.2: After you have studied and investigated the ethical issue in 4.1, you now need to report on
how Vodafone could improve the ethics of their operations whilst meeting objectives and
ensuring good employer/employee relationships ( D1).
Consider; personal attitudes, contribution to the business community, ethics in sales and marketing,
ethics in intellectual property, whistle blowing, legal and regulatory compliance etc.
4.3: In light of the issues that you have identified in 4.1 and 4.2 design your own suitable ethical
code for Vodafone and exclude the one they already have (D3).
Design a suitable ethical code that overcomes the drawbacks you have identified. Use any method
that you want for this part, cardboards, word, publisher, flipchart, video to mention but a few. An
example for you to look into is the ethical code designed by Apple: http://www.apple.com/supplierresponsibility/

Merit and Distinction descriptors:

The grade descriptors provide a framework for the creation of grading criteria to be written and set within
the context of the assignment. The grade descriptors describe the expected qualities of the learners work
at Merit and distinction levels. The merit and distinction levels have three descriptors.
MERIT Criteria:
M1 Identify and apply strategies to find appropriate solutions.
M2 Select /Design and apply appropriate methods / techniques
M3 Present and communicate appropriate findings
DISTINCTION Criteria:
D1 Take responsibility for managing and organizing activities
D2 Use Critical reflection to evaluate own work and justify valid conclusions D3 Demonstrate
Convergent /lateral/creative thinking
Indicative MERIT and DISTINCTION descriptors are given by individual Learning Outcome below
Merit
M1

Descriptors
Identify and Apply
Strategies to find
Appropriate Solutions

Indicative Characteristic
Effective judgements have been made when understanding
different ethical perspectives in business.
Complex problems with more than one variable have been
addressed when understanding different ethical perspectives in
business.
An effective approach to study and research has been applied
when understanding different ethical perspectives in business.

M2

Select/Design and
Apply Appropriate
Methods/Techniques

Relevant theories and techniques have been applied.

A range of methods and techniques have been applied.
A range of sources of information has been used.
The selection of methods and techniques/sources has been
justified.
The design of methods/techniques has been justified.
Complex information has been processed/synthesised.
Appropriate learning methods/techniques have been applied.

M3

Present and
Communicate
Appropriate Findings

The appropriate structure and approach has been used.

There is coherent, logical development of principles/concepts
for the intended audience.
A range of methods of presentation have been used and
technical language has been accurately used.
Communication has taken place in familiar and unfamiliar
contexts.
The communication is appropriate for familiar and
unfamiliar audiences and appropriate media have been used.

Distinction Descriptors
D1
Use Critical Reflection
to Evaluate own work
and Justify Valid
Conclusions

Indicative Characteristic
Conclusions have been arrived at through synthesis of ideas
and have been justified by using different but appropriate
examples.
The validity of results has been evaluated using defined
criteria.
Self-Criticism of approach has taken place when
understanding different ethical perspectives in business.
Realistic Improvements have been proposed against defined
characteristics for success.

D2

Take Responsibility for

Managing and
Organising Activities

Autonomy/independence has been demonstrated.

Substantial activities, projects or investigations have been
planned, managed and organised.
Activities have been managed.
The unforeseen has been accommodated.
The importance of interdependence has been recognised and
achieved.

D3

Demonstrate
Convergent/Lateral/
Creative Thinking

Ideas have been generated and decisions taken when

understanding different ethical perspectives in business.
Self-evaluation has taken place.
Convergent and lateral thinking have been applied.
Problems have been solved
Innovation and creative thought have been applied.
Receptiveness to new ideas is evident.
Effective thinking has taken place in unfamiliar contexts.

Harvard Referencing System

We recommend the use of a Harvard Referencing generator for help with referencing, a good one can be
found at www.neilstoolbox.com
We expect students to use the alphabetical or name-date method known as the HARVARD system. There
are two parts in this system:

1. Citation within text or body of the report:

In this the author's surname and year of publication are cited in the text, e.g. (Bond, 2004).
2. Reference List:
A reference list (of these citations) is included at the end of the assignment, in alphabetical order by
author. The reference list also includes additional details such as the title and publisher.
A bibliography lists relevant items that you have used in the preparation of the assignment but not cited
in your text. A bibliography should also be in the Harvard style and the inclusion of such a list shows that
you have read widely beyond the items you have cited.
Examples of citation within text or body of the report:
1. Cormack (1994, p.32-33) states that................
2. ............ This view has been supported in the work of Cormack (1994, p.32-33).
3. Jones (1946) and Smith (1948) have both shown
4. Corporate Author: 1st citation: Royal College of Nursing (RCN), 2007, 2nd citation: RCN, 2007
Examples of listings in reference list:
1. Books with one author:
Redman, P., 2006. Good essay writing: a social sciences guide. 3rd ed. London: Open University in assoc.
with Sage.

2. Books with two, three or four authors:

The required elements for a reference are: Authors, Initials, Year. Title of book. Edition. Place: Publisher
Kirk, J. & Munday, R.J., 1988. Narrative analysis. 3rd ed. Bloomington: Indiana University Press.
3. Books with more than four authors:
For books where there are more than four authors, use the first author only with surname and initials
followed by et al.
The required elements for a reference are:
Author, Initials., Year. Title of book. Edition. (only include this if not the first edition) Place: Publisher
Grace, B. et al., 1988. A history of the world. Princeton, NJ: Princeton University Press.
4. e-books
For e-books the required elements for a reference are : Author, Year, title of book. [type of medium] Place
of publication: Publisher
Fishman, R., 2005. The rise and fall of suburbia. [e-book]. Chester: Castle Press.
If available at website:
Fishman, R., 2005. The rise and fall of suburbia. [e-book]. Chester: Castle Press. Available at:
www.libweb.anglia.ac.uk/E-books [accessed 5 June 2005].
5. Journal articles
Author, Initials., Year. Title of article. Full Title of Journal, Volume number (Issue/Part number), Page
numbers.

Perry, C., 2001. What health care assistants know about clean hands? Nursing Times, 97(22), p.63-64.
6. Newspaper articles
Author, Initials., Year. Title of article. Full Title of Newspaper Day and month before page numbers of
article. Slapper, G., 2005. Corporate manslaughter: new issues for lawyers. The Times, 3 Sep. p.4-5.
Details explanation of question Key words
Analyse

Show the essence of something by breaking it down into its

component parts and examining each part in detail.
Break an issue down into its component parts, discuss them and
show how they interrelate. Present the case for and against a
particular proposition.

Assess

Consider the value or importance of something, paying due

attention to positive, negative and disputable aspects, and citing
the judgements of any known authorities as well as your own.
Spell out the main aspects of an idea or topic or the sequence in
which a series of things happened
Investigate or examine by argument, examine key points and
possible interpretations, sift and debate, giving reasons for and
against.
Draw a conclusion.
Look in close detail and establish the key facts and important
issues surrounding a topic. This should be a critical evaluation
and you should try and offer reasons as to why the facts and
issues you have identified are the most important, as well as
explain the different ways they could be construed.
Make an appraisal of the worth of something, in the light of its
apparent truth or utility. Include your personal opinion, supported
by evidence. Like assess.
Make clear, interpret, and account for in detail.
Tell how things work or how they came to be the way they are,
including perhaps some need to describe and to analyse (see
above).
Clarify a topic by giving a detailed account as to how and why it
occurs, or what is meant by the use of this term in a particular
context. Your writing should have clarity so that complex
procedures or sequences of events can be understood; defining
key terms where appropriate, and be substantiated with relevant
research.
Determine what the key points to be addressed are and
implications thereof.
Make a survey of, examining the subject critically.
Look thoroughly into a subject. This should be a critical
assessment and not merely descriptive.

Describe
Discuss

Examine

Evaluate

Explain

Identify
Review