BIZ101: Business Communications

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  • PS: The topic to research is:   “Using an internal intranet/social Intranet for employee interaction”











Subject Code and Title BIZ101: Business Communications
Assessment Digital Resources Analysis
Individual/Group Individual
Length 800 words (+/- 10%)
Learning Outcomes This assessment address the following subject learning outcomes:a)            Demonstrate academic skills appropriate to the level of study.

b)            Demonstrate research skills and referencing appropriate to the level of study.

c)             Critically analyse texts and/or multi- modal material in both a business and academic context.

Submission By 11:55pm AEST/AEDT Sunday of Module 3 (Week 5)
Weighting 25%
Total Marks 100 marks





The assessment task requires you to search and locate five (5) sources in total that will be useful for completing your proposal and report for Assessment 2a and 2b.


At least three resources must be from reliable academic sources, such as articles or academic journals. The other sources can come from media sites, books, magazines, websites, YouTube and Tedtalks.


  • These resources must relate to your topic “Using an internal intranet/social Intranet for employee interaction”

, which is on implementing a digital communication strategy within an organsiation. Therefore, it is important that you have thought about what type of strategy you wish to focus on before you start your research. If you are doing this in a group you must all agree on the topic, but the research is conducted individually.



BIZ101_Assessment 1_Digital Research_Module 2                                                                                                         Page 1 of 4






Topic to research:


  • Using an internal intranet/social Intranet for employee interaction




In this assessment, you must critically analyse each resource and justify why it would be of use to your assignment on identifying a communication strategy within an organsiation.


In a word or excel document please provide the following:-


  1. Name of the resource (i.e. Communicating in the 21st Century)
  2. Type of resource (i.e. website, article, video)
  3. a) Write a brief summary on each of your resources justifying why you think they will be beneficial to your report.
  4. b) Ensure you apply the five (5) Reliability test to each source.

(800 words in total for a) and b) +/- 10%).

  1. Provide a full reference for each resource including a link following the APA referencing style.



Submitting Your Assessment


  1. Check your originality by uploading your commentary to Turnitin.
  2. When the Turnitin result is less than 20%, submit your assignment through the Assessment submission area.






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Learning Rubric


Assessment Attributes Fail(Unacceptable)




Credit (Proficient) 




High Distinction(Exceptional)


Research 40 Demonstrates inconsistent use of good quality, credible and relevant research sources to support and develop topic idea. 


Demonstrates consistent use of credible and relevant research sources to support and develop topic idea, but these are not always explicit or well developed. 


Demonstrates consistent use of high quality, credible and relevant research sources to support and develop topic ideas. 


Consistently demonstrates expert use of good quality, credible and relevant research sources to support and develop appropriate arguments and statements. Shows evidence of research and reading beyond the assessment expectations. Demonstrates expert use of high quality, credible and relevant research sources that will support and develop arguments. Shows extensive evidence of research and reading well beyond the assessment expectations.
Summarising resources35 Limited understanding of topic researched and information presented does not show any evidence of evaluation and analysis of the resources. 

Summary is poorly written with consistent grammatical errors

Information iscommunicated clearly with sufficient evidence of understanding of the researched sources, and information presented shows a fair attempt of providing evidence of evaluation and analysis of the resources.


Summary has minimal grammatical errors.

Information is clearly communicated, and there is a good level of evidence in understanding the researched sources. 

Information presented shows a good level of evaluation and analysis of the resources.


Summary has no grammatical errors.

Information is consistently communicated, and there isa high level of

demonstrated evidence in understanding the researched sources.


Information presented shows a high level of evaluation and analysis of the resources.


Summary has no grammatical errors.

Information is consistently communicated, and there is expert use of demonstrated evidence of understanding the researched sources. 

Information presented shows an expert evaluation

and analysis of the resources with some critical thinking applied.


Summary has no grammatical errors.




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Assessment Attributes Fail(Unacceptable)




Credit (Proficient) (65-74%) Distinction(Advanced)


High Distinction(Exceptional)


Referencing andReliability test 25 The five reliability tests have not been applied to the resources. 

There are consistent mistakes in using the APA style for referencing.


The five reliability tests have been applied to the resources with some explanation. 

There are minimal mistakes in using the APA style for referencing.

A fair explanation for each of the five reliability tests have been applied to resources. 

There are no mistakes in using the APA style for referencing.

A good level of explanationfor each of the five reliability tests have been applied to resources.


There are no mistakes in using the APA style for referencing.

An expert level of explanation for each of the five reliability tests have been applied to resources. 

There are no mistakes in using the APA style for referencing.



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Plan Social media Performance objective

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Task 1: Plan Social media
Performance objective
The candidate is required to plan a draft for a post for social media for DAWG, a specialty dog boutique franchise operation. The plan for the draft will document a task analysis, generating ideas, researching and planning an outline.
Assessment description
For this assessment task, plan your post, gather planning materials including a written plan/outline of your proposed draft, and meet with your assessor to answer questions in relation to writing task analysis, planning and organisational requirements.
This assessment task, once completed, will form a first step towards completing Assessment Task 2, in which you will follow your Assessment Task 1 plan, write the draft, edit the draft and produce a final document.
1. Read the DAWG Case Study.
2. Analyse, generate ideas, research and plan an outline for the writing task scenario in the assessment description.
3. Produce a plan that includes:
a. PAMS analysis: Purpose, Audience, Message, Style.
b. brainstorming activities
c. mind mapping
d. outline.
4. The plan should include the following information on your planning process:
• Look at your PAMS analysis. What is the purpose of the writing task and how will you achieve this?
• Explain how your plan/outline shows an overview of the structure and contents of the social media post
• How does this content relate to the social media audience?
5. Submit planning documentation to your assessor in accordance with the specifications below.
Your assessor will be looking for: ability to logically plan complex documents with regard to audience, structure and sequence of ideas or topics
ability to interact with people in a workplace environment using interpersonal skills:
? collaborating, negotiating and listening to others
? appropriate and professional tone
? appropriate vocabulary
? appropriate body language
evidence of appropriate use of technology to develop forms and conduct research.

DAWG is a pet business that was started on the central coast of NSW in 1996 by dog breeding duo, Marilyn and Daniel Bloom. The couples enthusiasm and extensive knowledge of dogs and dog breeding helped them to build a strong enough brand and customer base to initially thrive on the coast and then to carefully expand, first into the Sydney metro region and then interstate.
DAWG is not your ordinary pet shop. It specialises in dogs.
DAWG offers its own brands of dog food mixes with supplements that dog breeders use to keep the pets in peak condition. They also feature DAWG SALONS where pet pooches are pampered and groomed with special
DAWG brand shampoos as well as DAWG BOUTIQUES
featuring creatively inspired coats for dogs of all breeds and sizes. DAWG also offers walking/dog-sitting services and works with local pet resorts for longer stays.
DAWG expands
By 2010 there were 15 DAWG shops across Australia. By 2015 the Blooms decided to offer franchises of the business complete with site, shop set up, signage and systems. It took off and the franchise business grew to 40 shops scattered across the nation.
As the business grew and the franchises were taken up, it became apparent that the marketing communications strategy needed to be evaluated, as it was out dated in its media choices.
DAWG marketing audit
DAWG undertook an audit of their current marketing strategy, plans and promotions and discovered a number of things including:
• The market situation had changed and the competition had evolved
• The target market characteristics had segmented further with urban expansion
• The digital space and media preferences of their market had evolved
• The organisational requirements had become more complicated due to the franchising
DAWG target market definition
Like many
grown small business
founders, Marilyn and
Daniel initially felt that they understood their target market well. In the
beginning, on the coast, the profile was:
• Male/female/couples
• No kids
• Combined income of circa $K150
• Age range of 19 to 36
• Fit and active
• Moderately fashion and trend conscious
• Moderately socially and environmentally conscious
• Sensitive to peer influences
• Watch free to air TV/Pay TV
• Moderately sensitive to service quality
Working for the city
As the business expanded into different and predominantly urban regions, what started out as coastal dwelling dog/pet aficionados who might or might not have kids and who lived in houses with backyards, changed to include inner city dwellers living in apartments and flats. Dogs to this market were often child substitutes who were not just pets but much loved companions who didn’t need schooling and expensive child care and were quite comfortable in a one-bedroom apartment as long as they were well fed and exercised regularly. In the city, smaller breeds were favoured so the DAWG shops stocked little dog coats for little breeds.
The DAWG brand food range remained unchanged, as did the DAWG Salons and services.
This market was growing as the cost of houses was now almost out of the reach of new homebuyers. There were also many new apartment complexes being developed right across the city.
This was the way many people would be living now and in the future.
DAWG strategic objectives for marketing initiatives.
Marilyn and Daniel’s initial marketing was driven by gut feeling and knowledge of their target market. Because of this, they formulated four major objectives:
1. To firmly position DAWG as a truly unique purveyor of dog products and services.
2. To re-launch DAWG to the early adopters, technology literate digital device generation
3. To develop a bolt on integrated marketing communication campaign for franchisees
4. To generate sales of $6,000,000.00 by end of 2018
DAWG online
DAWG has recently added an e commerce online shop to the website to allow purchasing and delivery functionality for their branded products. This has not been sufficiently promoted and is causing some frustration to franchisees who prefer in store sales and don’t want to lose their customer base to online sales. A process of customer/franchisee sales identification has as yet been undeveloped.
DAWG positioning statement refresh
Back in the beginning, Marilyn and Daniel developed the brand positioning statement ‘everything for the pet set’ as a play-on-words around the jet set. It was fun and playful and they thought, conveyed just how special dogs were to their owners. They also thought that it highlighted the unique personalities that these animals had and the special place they occupied in their owners hearts.
But these days, the notion of international travellers had changed from high-flying members of an exclusive club to global commuters enjoying pared down services on often discount carriers.
Maybe it was time to re think and re launch the brand with something new.
DAWG marketing promotions
DAWG’s marketing promotions program is simplistic, out of date and not yet integrated. The promotions are limited and predominately traditional. They don’t take into account the rise of social media and social media platforms.
Promotional activities Frequency Budget allocation
In store posters Quarterly $250,000
In store promotions Monthly $300,000
Press ads (local papers) Monthly $150,000
Product catalogues (printed and online pdf’s) Annually $250,000
Website content Static $50,000
Total spend $1,000,000
DAWG promotional budget
The global budget is currently $1,000,000.00 with franchisees expected to allocate $25,000.00 to their marketing spend. It has been identified that the current budget is insufficient and would need to be increased to around $2,000,000 across the promotional spend.
Franchisees will in turn increase their allocation accordingly but will also expect some return on investment.
Bringing in the specialists
The directors, in consultation with their stakeholders (including suppliers, staff and franchisees) have decided to contract a specialist, integrated agency to re-develop the creative, and plan a new integrated campaign for DAWG including developing a social media strategy.
DAWG owners love being social
After a successful pitch involving a number of agencies, your team was chosen to develop a social media strategy, plan the implementation and start developing content.
The team has spent time with DAWG management and some of the franchisees (as they will be part of the social media,) to identify some stories that will form part of the content.
The stories are around events (dog shows and competitions,) canine health, eating habits, rescue pets and some feel good stories.
The focus is that DAWG is not for your pet … it’s for your best friend.

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WeVN 00( No.,,q es-cy ack6k-Ne essM scakko to le o IOU

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WeVN 00( No.,,q es-cy ack6k-Ne essM scakko to le o IOU
TO CREATIVE THINKING Assessment 1: Essay
Firstly, Firstlys
should survey current views of creative thinking and creative thinking y techniques,that presenting a summary of those at you believe are useful, accurately acknowledging your sources.
Secondly, you should give a personal assessment of your ability to think creatively, using past experience, current examples or results of quizzes you have taken in class or elsewhere, to support your self-analysis.
Begin work on your essay early and use the class weekly PPTs (source material and videos) and the essay scaffold to help you.
Weighting: 20%
RCE’Dt670N DA’ • 1 IA
Due: The beginning of class Week 5.
Lira its of €-tre essay due for review in class Week 4.
Submission: There are 2 parts to successful submission
1. Uploading FINAL version only to turnitin midnight before your class
2. Handing a hard copy to your teacher at the beginning of class. Word count: 900 (+1- 10%)
Grading criteria
Assessment 1 Criteria
Show ability to locate, critically analyse and evaluate information. Show ability to present information in a clear and coherent structure with
examples to support conclusions.
Demonstrate depth of reflective writing, showing originality and independent thinking.
Demonstrate ability to write in coherent and grammatically correct English,
with correct writing style
Demonstrate ability to use correct referencing.

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Legal and Professional Issues

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1. Set out the assignment in report format;
2. Include an introduction and conclusion to their work;
3. Interpret and exam ALL the issues that occurred for the patient Mr Symes throughout his admission, with particular emphasis to be given to the legal and ethical issue
4. Use headings to break-up main points of discussion (put each ‘issue’ identified in the case study as a heading);
5. Support their argument with references to contemporary, scholarly literature obtained through the library databases (not websites);
6. Include reference to Hong Kong-specific nursing codes, policies and documents in their report. 

  1. Assessment task 3
Assessment 3 Case Study (2500 words)
Task DescriptionEthical : The surgeon didn’t review his/her patient after the procedure.

Ethical: Nurse did not call for help in busy situation.

Ethical: The nurse did not deal with those distressed patients.

Legal: Improper and inadequate documentation.

Legal: No proper documentation on medication chart.

Ethical: No evidence of analgesia administrated.

Legal: No proper documentation on patient’s notes.

Ethical: No given full information on shift handover.

Legal: Patient may have early treatment if problem can be early identify. It might charged with negligence.

The aim of this assignment is to identify and examine the role of the Registered Nurse (RN Prior) in the case study below. Students are to identify all the key events that occurred throughout the patient’s admission. Particular emphasis is to be placed on the legal and ethical nursing practice roles and responsibilities.Mr Rory Symes is a 64 year-old man who underwent a laparoscopic cholecystectomy in a large metropolitan hospital on the morning of 21 May 2017. Mr Symes was transferred to the Extended Day Only Unit (EDOU) at 1430 hours following the procedure. Mr Symes was to stay in the EDOU overnight with discharge planned for the following morning (22 May 2017).

A Medical Officer (MO) assessed Mr Symes at 1630 hours on 21 May due the patient reporting abdominal pain and distension. Mr Symes’ distended abdomen and pain levels were documented in the patient’s medical record by the MO and a phone call was made to report this information to the surgeon who performed the procedure. Analgesia was prescribed (10mg morphine subcutaneously) at 1715 hours to be given PRN 6 hourly in response to the patient’s reports of pain.

Ms Carol Prior was the RN working on the 12-bed EDOU with another RN on 21 May. RN Prior had been registered as a nurse for five years. As per hospital policy, RN Prior and one other RN were the only two staff members rostered to the unit on night-shift that commenced at 2245 hours.

The EDOU was at capacity on the night of 21 May. Two of the other male patients admitted to the unit were distressed; one was continuously vomiting post-appendectomy and the other was experiencing urinary retention following a Transurethral Resection of the Prostate (TURP).

There was also a female patient admitted to the unit who was very upset at being placed in a room with male patients due to her religious beliefs. This patient, who had very limited English language skills, was continually wailing and expressing anger over the fact that hospital management had not resolved this issue as promised to the patient and her husband on the afternoon shift.

At 0210 hours on 22 May 2017, RN Prior documented the following in Mr Symes health record:

‘Temp 38.9, P 126, Resp Rate 16 and BP 110/72 (approx)’

These were the only observations documented during the night- shift. There was no evidence of analgesia administration documented on Mr Symes’ medication chart by the time day-shift staff commenced work.

The day-shift RN for 22 May did report that RN Prior had verbally stated that she had been “extremely busy” all shift and had not finished her “notes” by the time handover occurred.

At 0630 hours on 22 May 2017, Mr Symes’ temperature was recorded by the day-shift RN as being 39 degrees, heart rate 140bpm and blood pressure 80/46mmHg. He was experiencing acute abdominal rebound tenderness and reported that his pain levels had rapidly increased throughout the early morning. Mr Symes was ultimately returned to theatre where a perforated bowel was identified and successfully repaired.

Students are to:

l   Set out the assignment in report format;

l   Include an introduction and conclusion to their work;

l   Interpret and exam ALL the issues that occurred for the patient Mr Symes throughout his admission, with particular emphasis to be given to the legal and ethical issues;

l   Use headings to break-up main points of discussion (put each ‘issue’ identified in the case study as a heading);

l   Support their argument with references to contemporary, scholarly literature obtained through the library databases (not websites);

l   Include reference to Hong Kong-specific nursing codes, policies and documents in their report.


Please review the marking guide below to see how marks are allocated for this assessment.

Assessment Due Date 20th November 2017 23:55 hours
Weighting 50%
Assessment Criteria Your assignment will be evaluated on the following assessment criteria:Content – 80%

Referencing & formatting – 20%

Referencing Style Author – Date (Harvard) A summary of the Harvard system can be accessed in the online guide on the Library website at:

Legal and Professional Issue


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Transformation From Data to Information to Knowledge to Wisdom (DIKW)

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Readings are as follows:

McGonigle, D. & Mastrian, K. (2015). Nursing informatics and the foundation of knowledge (3rd ed.). Burlington, MA: Jones and Bartlett.

  • Chapter 6: Overview of Nursing Informatics


American Nurses Association. (2008). Nursing informatics: Scope and standards of practice. Silver Spring, MD:

International Medical Informatics Association-Nursing Informatics Workgroup (IMIA-NI). (2009). Definition. Retrieved from


Page or paragraph numbers must be included with quotes per APA. See APA re how to format references and in-text citations i.e. capitalization issues and use of the ampersand versus the word (“and”).

Including at least one in-text citation and matching reference.

Check for grammar and spellings

Discussion- Transformation From Data to Information to Knowledge to Wisdom (DIKW) in Practice (graded)

Describe a nursing-practice situation in which you experienced the transformations of DIKW.

The course outcomes guiding our discussion continue to be CO #1 & CO #2:

CO 1: Define key terms in informatics, healthcare informatics, and nursing informatics.

CO 2: Recognize the importance of synthesizing nursing science with computer, information, and cognitive sciences.

In this question you are asked to describe something:

  1. Firstyou will need to define/describe DIKW (be sure to write out the words for this acronym the first time you use it, don’t just write ‘DIKW’, you will loose points if you do not properly define the acronym!). Break the parts down and tell us what is meant by each item/part of this process and what this process is. This will be your first paragraph/first few sentences.
  2. Second, the body of your post is where you will tell us your story of when YOU EXPERIENCED this transformation. Don’t just tell us about the process of transformation only and in general/generic terms (yes, tell us about it in general and generic terms in section one above, but don’t stop there, that is not enough. Many people do not discuss their personal transformation and they loose application points). Tell us about your experience of the transformation and explain each step. What part of your story is the data? How was the data transformed or seen as information? When did it become knowledge, etc. Tie your transformations to the literature that you found about this process. Show us how your transformation really was DIKW by demonstrating connections to the literature (tie your story to how the literature defines and describes DIKW). This post should be pretty heavily cited.
  3. Third, summarize the key points of DIKW and what you found to be most important and what you learned.






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HLTAP501C Analyse health information

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HLT51612 Diploma in Nursing
HLTAP501C Analyse health information
Body System Disorder 40%
Student will be required to research a disease / disorder relating to a body system that has been discussed within this unit.
Student will need to set out the assignment as follows:
• Introduction to the disease
• Set the body of the assignment under each heading of the ‘key areas to be covered’ as set out below.
• Name and student ID displayed on the footer of each page.
The specific date of your assignment will be confirmed by your teacher.
Key areas to be covered:
1. The occurrence of the disorder (Occurrence = Patterns and frequency).
2. The aetiology of the disorder (Aetiology = All the factors involved in causing the disease).
3. The clinical presentation of individuals with the disorder = manifestation (signs and symptoms of the disease).
4. The nursing interventions utilised to manage and/or alleviate the disorder (use nursing diagnoses to guide your interventions and the rationale for these interventions.
5. The medical, allied health management including health education.
6. Relevant health and community services/agencies available to support individuals and/or their families with this particular disorder.
You may like to collect relevant brochures, pamphlets and other primary health material relevant to this disorder and submit them into your Portfolio Presentation.
Word Count: approx. 500 words
Referencing: Harvard Referencing System
Due date: 27/1/15
HLT51612 Diploma in Nursing
HLTAP501C Analyse health information
STUDENT NAME: _____________________ DATE: __________________
STUDENT GROUP: ____________________ ID NO: ___________________
Assessment Criteria
Allocated marks Mark achieved
1. Introduction / definition 2
2. Occurrence of the disorder 2
3. The aetiology of the disorder
4. Clinical presentation
5 Therapeutic and nursing interventions
6 Medical allied health and nursing interventions
7. Relevant health and community services 3
Presentation (spelling and grammar)
40 Marks
Assessor’s Signature: ……………………………….… Date: …………………………

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Unit Code MN503 – T2 2017

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Assessment Details and Submission Guidelines
Unit Code MN503 – T2 2017
Unit Title Overview of Internetworking
Assessment Type Individual, written, demonstration
Assessment Title Network requirement analysis and plan (Supplementary Assignment 1)
Purpose of the assessment (with
ULO Mapping) Main objectives of this assignment is to enable student to analyse a business case study, develop requirements, select networking devices for the given business case and plan a network design. After successful completion of this assignment, students should be able to:
a. Analyse and discuss the significance of internetworking for contemporary organisations.
b. Explain the role of internetworking to support business and technical goals through planning and design.
c. Develop architectural internetworking design for the business, information, technology, and application domains.
Weight 15% of the total assessments
Total Marks 40
Word limit 700 (approximately 3 pages)
Due Date Thursday, 16 November 2017 Moodle
Submission Guidelines • All work must be submitted on Moodle by the due date along with a completed Assignment Cover Page.
• The assignment must be in MS Word format, 1.5 spacing, 11-pt Calibri (Body) font and 2 cm margins on all four sides of your page with appropriate section headings.
• Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using IEEE referencing style.
Extension • If an extension of time to submit work is required, a Special Consideration Application must be submitted directly to the School’s Administration Officer, on academic reception level. You must submit this application within three working days of the assessment due date. Further information is available at:
Academic Misconduct • Academic Misconduct is a serious offence. Depending on the seriousness of the case, penalties can vary from a written warning or zero marks to exclusion from the course or rescinding the degree. Students should make themselves familiar with the full policy and procedure available at: For further information, please refer to the Academic Integrity Section in your Unit Description.
Prepared by: Dr Jahan Hassan November, 2017
Assignment 1 Specification
Business case study: Choose one of the two business case studies provided in the appendix on page 4. You have to inform your instructor on the choice before start working on the assignment.
For a chosen business case, write a report on the following points:
a. Analyse and discuss the significance of internetworking for the chosen business case.
b. Develop hardware requirements for a network with device specifications including series, model and features.
c. Draw architectural internetworking design for the business in Netsim.
Write a report with the following contents
• Project Scope
• Challenges
• Project hardware requirements
– Name of the network device with manufacturer’s name, series, model, features and ports
– Type of the cables
– Name of the server, PC with specification such as operating system, RAM, hard disk etc.
• Network Design in Netsim (You must not use packet tracer, or any other software!) • Outcomes / benefits of the proposed design • Limitations and conclusions.
Prepared by: Dr Jahan Hassan November, 2017

Marking criteria:
Section to be included in the report Description of the section Marks
Project scope Outline of the report ( in 3-4 sentences) 2
Challenges Write at least 3 appropriate challenges you might face during network setup. 3
Project hardware requirements – Name of the network device with manufacturer’s name, series, model, features and ports
– Type of the cables
– Name of the server, PC with specification such as operating system, RAM, hard disk etc. 10
Network Design in Netsim Use NETSIM ONLY!
Screen capture of Netsim design.
Write justification for the selected network design. 10
Outcomes Write at least 2 outcomes of the network 2
Limitations Write limitations of the hardware devices used in your design. 2
Conclusions Write a clear conclusion of the case study. 2
Reference style Follow IEEE reference style 5
Total 40

Prepared by: Dr Jahan Hassan November, 2017

Appendix- a list of case studies (please choose one)
Business case study 1
Cisco Crownnetstart case study, URL:
Business case study 2
Cisco Sleepcity case study, URL:
Australian Entertainment Complex Provides World-Class Guest
Crown Melbourne Limited uses unified communications to differentiate guest rooms and contact centers.
? Hospitality
? Melbourne, Australia
? 5700 employees
? Differentiate guest experience
? Streamline hotel processes for greater efficiency
? Replaced private branch exchange systems with Unified Communications
? Created centralized customer contact center using Unified Contact Center Express
? Engaged NetStar Australia, a Cisco Certified Gold Partner, to integrate Unified
Communications with third-party hospitality applications
? Created unique in-room experience
? Enabled guests to easily request services in preferred language
? Consolidated three contact center locations to one
The Crown Entertainment Complex is the premier facility of its type in Melbourne and is recognized as one of the largest and most diverse in the southern hemisphere. Covering the equivalent of two city blocks, Crown’s integrated facilities feature Crown Casino, with 350 tables and
2500 gaming machines; Crown Towers, Crown Promenade, and Crown Metropol (open mid-2010) hotels; the Palladium ballroom; more than 50 restaurants and bars; an extensive collection of international designer boutiques, 14 cinemas, two nightclubs, a live entertainment theatre, and Crown’s Capital Golf Club. The complex attracts more than 16 million visitors every year. Crown Towers was voted Top Hotel,
Australia / Pacific at the prestigious 2007 U.S. Condé Nast Traveler
Readers’ Choice Awards. Crown Promenade Hotel has won the Australian Tourism Award for best deluxe accommodation.
When planning the AU$65 million upgrade to Crown Towers in 2009, hotel management sought creative ways to differentiate its rooms. Crown wanted to extend its vision beyond remodeled bathrooms and high-end finishes to the actual guest experience. “In-room technology has become a major differentiator in top hotels,” says Ric Lamb, Executive General Manager for Management Information Systems, Crown Melbourne. “Crown decided to equip the rooms with the very latest communications technology to create an even more impressive experience and ‘wow’ factor.”
When originally built, each hotel had its own private branch exchange (PBX) system. Crown wanted to replace the PBX systems with a centralized unified communications system that shared the same Cisco® IP network the hotel uses for business applications. Combining voice and data on the same network would enable hotel guests to use inroom IP phones to view information such as weather, restaurant options, flight information, and more. Crown also wanted to offer a high-quality contact center experience to people who called its reservations center or requested services such as housekeeping or room service.
After evaluating unified communications solutions from three leading vendors, including the existing PBX provider, Crown chose Cisco Unified Communications. “Many of our guests are businesspeople, and they are already comfortable with Cisco Unified IP phones because they use them at work,” says Mr. Lamb. “The hospitality applications that Crown wanted to provide to guests are available on Cisco Unified IP phones. Crown’s experienced IT staff have the skills to manage Cisco equipment. And we like the idea of having a single point of contact for our network and communications system.”
NetStar Australia, a Cisco Gold Certified Partner, deployed Cisco Unified Communications and integrated it with hospitality applications from FCS Computer Systems, a member of the Cisco Developer Technology Program. So far, NetStar has installed more than 2100 Cisco Unified IP phones in Crown Tower guestrooms and Crown administration offices, and will have installed 7500 when the project is complete. During the transition, Cisco Unified Communications is interoperating with Crown’s original PBX systems.
Each suite has at least two phones, a Cisco Unified IP Phone 7975 with a color touch screen on the desk, and a Cisco Unified IP Phone 7906 in the bedroom. The largest suites have up to 21 IP phones. “Guests can just touch the screen to request room service, call housekeeping, view local weather or weather in their hometown, check flight schedules, view restaurant and retail store information, and more,” says Mr. Lamb. Guests can personalize the phone by saving speed-dial numbers and tagging webpages for quick access. The Crown marketing department worked with NetStar Australia to create attractive menus with a look and feel that reinforces the Crown brand. Phone menus appear in the guest’s preferred language, including Chinese.
NetStar Australia also deployed Cisco Unified Contact Center Express for Crown’s guest services and reservations contact centers. When agents receive a call, they can see the guest’s name and the requested service, such as housekeeping, on their PCs. The same screen displays a staff directory so that agents can just click to transfer the call if needed.
Enhanced Contact Center Experience
In most hotels, calls for extra towels or room service, for example, are routed to different hotel departments. Each department needs enough communications lines and employees to answer all calls during peak calling times. Crown eliminates the guesswork by routing all calls to a centralized contact center with 40 trained agents. Cisco Unified Contact Center Express, which is integrated with the property management software, automatically routes calls to an agent who speaks the language the guest indicated during check in. Contact center managers can generate reports on demand with up-to-the-minute information on performance metrics, including the time needed to meet each customer request.
Streamlined Reservations Process
In the past, Crown’s Reservations Department had to continually check telephones, emails, and the fax machine to process new reservation requests. Now, with Cisco Unity® Unified Messaging, all types of messages appear in one place, the email inbox, saving time for agents and helping them provide better customer service.
Differentiated Guest Experience
Guests have responded positively to the Cisco Unified IP phones, and are especially enthusiastic about the touch screen menus that provide convenient information about hotel restaurants, retail stores, and other attractions and amenities.
“Crown continues to strive to be the best entertainment complex in Australia, and giving our valued hotel guests the benefit of the latest communications technology right in their rooms helps us achieve that goal,” says Ann Peacock, General Manager of Public Relations, Crown Melbourne.
Efficient Business Processes
Cisco Unified Communications is also streamlining the hotel’s business processes. For example, when housekeepers finish preparing a room for a new guest, they press buttons on the room phone to indicate that the room is ready. NetStar Australia set up the system so that this information is automatically transferred to the property management system. Immediate updates enable the hotel to make rooms available sooner to guests who arrive early.
Back-office employees like the time-saving features of Cisco Unified Communications, such as the ability to view a list of missed calls, click to call back, and view, playback, and forward voicemail messages from the email inbox.
Simplified IT Infrastructure
Before the upgrade, providing the standard two phones, two televisions, and Internet access in a guest room would have required five cables. “Now voice, television, and Internet access are all provided over the same Cisco IP network, reducing cabling requirements throughout the hotel property,” says Mr. Lamb.
Crown also anticipates reduced operational costs because the hotel no longer needs to use phone technicians to perform telephone extension moves, adds, and changes. Now anyone can move a Cisco Unified IP phone by disconnecting from the old location and connecting it in the new location. This capability is expected to save significant time during set up for conventions.
“Crown prides itself on customer service and value. Cisco has enabled
us to offer guests the very latest in technology, both in their rooms and
through their contact center experience.”
—Ric Lamb, Executive General Manager, Management Information Systems, Crown Melbourne
Next Steps
In mid-2010, Crown will extend Cisco Unified Communications to the Crown Promenade Hotel and Crown Metropol
(open mid-2010). These three hotels will offer guests the highest density of hotel rooms in Australia, and administration offices will share the same servers for IP telephony, the contact center, and unified messaging.
NetStar Australia is currently implementing another application from FCS Communications to further enhance the guest experience. When guests touch a menu option on the Cisco Unified IP phone to request an extra blanket or have their baggage brought to the lobby, for example, the contact center will automatically page the appropriate person. After fulfilling the request, the employee will close the request on an IP phone. If the request is not fulfilled within a defined amount of time, the request will be escalated.
Mr. Lamb concludes, “Crown prides itself on customer service and value. Cisco Unified Communications enables us to offer guests the very latest in technology, both in their rooms and through their contact center experience.”
For More Information
To find out more about Cisco Unified Communications, visit:
To join conversations and share best practices about collaboration, visit:
For More Information on Crown Melbourne Limited
To find out more about Crown Melbourne Limited, visit:
Network Systems
? Cisco 3845 Integrated Services Routers
? Cisco Catalyst® 6500 and 3750 Series Switches
Unified Communications
? Cisco Unified Communications Manager
? Cisco Unified IP Phones 7975G and 7906 for hotel guest rooms
? Cisco Unified IP Phones 7962G, 7942G, 7911G, and 7906 for administration, contact center, and reservations departments
? Cisco Unified Contact Center Express
? Cisco Unity Unified Messaging
? Cisco Unified Presence
? Cisco Fax Server
? Cisco Email Interaction Manager
? Cisco VG224 and VG248 Voice Gateways
? Cisco 5520 Adaptive Security Appliances
Printed in USA C36-558776-00 12/09

Case study 2

• Sleep City was expanding interstate and doubling its retail points of presence – it needed a new communication system that would be simple to deploy and cost-effective to scale.
• Access to Sleep City’s server, particularly from remote stores, was unreliable and slow, with dial-up dropouts damaging customer service at the point of sale.
• Sleep City wanted to introduce in-store email to curtail expensive faxing and improve communication and customer service.
Cisco® Intelligent Retail Network solution
• Cisco 2600 Series routers
• Cisco CallManager software
• Cisco Unity® Unified Messaging
• Cisco 7960G Unified IP Phones
• Cisco IP Conference Stations 7935
• The new end-to-end IP infrastructure is a flexible foundation for all voice and data communications, enabling Sleep City to double its points of presence with only a 10% increase in communication costs.
• Stores have much faster and more reliable access to Sleep City’s server for point-of-sale and inventory data services, dramatically improving customer service.
• Email and low-cost IP phone calls have improved employee responsiveness and customer satisfaction while reducing fax costs by approximately 60%.
• Simple, centralised management of the entire communications system reduces user downtime and the need for IT personnel to travel to remote sites to resolve issues.
• The IP infrastructure is infinitely scalable,cost-effective to deploy and simple to configure for new users and locations, supporting Sleep City’s ongoing growth.
• Sleep City can now maximise the value of its investment by integrating new retail services and solutions into its standardised IP infrastructure to further improve communications, productivity and security. These include video surveillance, wireless warehouse management and an intranet.
Australian bedding retailer Sleep City joins the growing ranks of companies worldwide that are discovering the benefits of IP communications to improve customer service, streamline operations and lower the cost of doing business.
With plans to double its Australian retail presence, Sleep City was ready to move on from dial-up PSTN for information networking, and wanted a new phone system that would be simple to deploy and cost-effective to scale. At the same time it was looking for ways to improve customer service and inventory management by deploying Radio Frequency Identification (RFID) tagging to track stock movement in real time.
Director of IT Robert Howard realised that reliable, high quality inter-store communications would be central to success. After careful research, he selected a Cisco IP infrastructure. This provided the innovation, cost savings and scalability Sleep City was looking for to grow the business.
Robert says, “My research identified an immediate monthly saving from IP telephony that would multiply across our growing retail base to provide a large financial benefit over the longer term.” And he was proved correct.
Bedding down an infrastructure for growth
“Sleep City has doubled its presence over three years to more than 70 stores nationally with only a 10% increase in communications costs,” says Robert Howard.
The company achieved this by deploying a Cisco® Intelligent Retail Network for all voice and data communications, enabling toll-free phone calls between locations. And the system is infinitely scalable, making it cost-effective to accommodate new stores and staff without the need to invest in or upgrade technology.

Improving customer service
A more reliable infrastructure has also brought immediate benefits to Sleep City stores, eliminating frequent dial-up dropouts and speeding up access to point-of-sale and inventory data services.
Robert says: “Now server access is instantaneous instead of laborious. Our remote sites particularly have experienced vast improvements in speed. Staff can put orders into the system, quickly check stock or retrieve it from other sites around the country, and that means better customer service.”
Reducing downtime with simpler management
The system is easier and more cost-effective to manage, because all store locations can be simply configured from headquarters via the Wide Area Network (WAN). This reduces user downtime and the need for IT personnel to travel to remote sites to resolve issues.
Working smarter
“ Sleep City has doubled its presence over three years to more than 70 stores nationally with only a 10% increase in communications costs.”
Robert Howard, Director of IT, Sleep City
The new system has dramatically changed the way Sleep City employees communicate between stores, making them much more productive and responsive – and that has led to improved customer satisfaction.
Sleep City previously relied heavily on faxing information. Customer-related email came via head office as the stores did not have their own email addresses. Now Sleep City has introduced email addresses for all stores, slashing fax costs by around 60% and enabling customers to directly contact their local stores for faster service. This also provides an electronic record of communications.
And when employees need to discuss something with a team member in another store, they send an email or pick up the phone – without worrying about call costs.
Employees gave the new IP telephone system the thumbs up, according to Robert: “Our receptionists like the ‘point and click’ and ‘drag and drop’ features – it’s very easy to follow.”
How it works
Designed to meet the needs of today’s demanding retail environment, Sleep City’s Cisco Intelligent Retail Network enables service delivery to a broad range of devices and applications. It features high-performance Cisco 2600 Series routers with built-in security and fail-safe measures protecting Sleep City’s data and business around the clock. Cisco CallManager efficiently processes network traffic for excellent voice quality and application performance, with voicemail provided by Cisco’s powerful Unity® Unified Messaging.
The integrated address book, intuitive navigation and hands-free and headset options of Cisco’s 7960G IP phones simplify communication. Calling another store, managing messages and returning customer calls are all as easy as pressing a button.
And doing business across Sleep City’s expanded store base is a whole lot easier with in-the-same-room voice quality teleconferencing using the Cisco 7935 IP Conference Station.
Reaping return on investment
Sleep City’s new Cisco Intelligent Retail Network is a flexible foundation for all voice and data communications, so the store can progressively integrate new productivityenhancing technologies and extend new retail services to improve competitiveness.
“When I looked at an IP infrastructure I believed it was important to do something that was right at the leading edge,” Robert explains. “We didn’t want to buy technology that was going to be old as soon as it was installed. So the advanced capability of the Cisco infrastructure made it very attractive to us.”
“ Now server access is instantaneous instead of laborious. Our remote sites particularly have experienced vast improvements in speed. Staff can put orders into the system, check stock or retrieve it from other sites around the country far more quickly, and that means better customer service.”
Robert Howard, Director of IT, Sleep City
“ …an unrivalled combination of industry expertise and superior technology capabilities.”
Robert Howard, Director of IT, Sleep City
In February 2006 the company opened a brand new headquarters housing more than 300 administrative, distribution and manufacturing employees. At this site, Sleep City is installing IP video surveillance, enabling managers to check on the facility from any location via the Internet and improving security at a fraction of the cost of CCTV.
Next a Cisco wireless warehouse management system will be introduced with handheld scanners for more efficient inventory management. In future, RFID technology will be used to track stock in real time.
And communication across the growing organisation will be further improved with the launch later this year of a staff intranet. Robert says, “Our employees will be able to download internal forms, such as timesheets and service reports, and shoot them straight to the appropriate person via email.”
All these innovations can be easily accommodated on Sleep City’s converged services network to further improve return on investment.
Cisco: the right choice
“We chose Cisco because it offered an unrivalled combination of industry expertise and superior technology capabilities,” Robert sums up. ”And more and more, as we look at expanding our capabilities, we’re seeing the benefits of having a standardised platform with a single vendor we can trust. Cisco supports many partners, and that gives us a lot of scope for the future.”

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Collaboration between Australian Universities and Banking Industries for ensuring better future prospects for Australian Student.

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Assignment 2 – Research Plan

This assignment requires you to devise and write a research plan for an empirical study of your own. Include the following elements:

  1. Title page
  2. Abstract
  3. Introduction
  4. including statement of the problem
  5. purpose and research questions (and/or hypotheses if quantitative)

iii.           limitations of the study

  1. Brief Review of the Literature
  2. Methods
  3. Study Design
  4. Sampling / Participants

iii.           Research Instruments / Procedures

  1. Establishing the rigour of the study (e.g., validity, reliability, member checking)
  2. Data Analysis – how will you analyze the data?
  3. Ethical Considerations
  4. Underlying Philosophical Assumptions
  5. Strengths and Limitations of the Study
  6. Timeline and Budget
  7. References


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