Page 1
, FINAL PROJECT
Training program: Master in Human Resource Management
(To be fulfilled by the student)
Subject: Executive Coaching
(To be fulfilled by the student)
Send to:
Last Name/Surname:
Name:
ID/Passport:
Address:
Region:
Country:
Telephone:
E-mail:
Date: 23 September 2020
ENEB Business School
Page 2
, Final Project Guidelines
Please use this format to submit your final work. The paper must follow all the
guidelines as instructed in order to obtain full credit.
Remember that our team of tutors is available for any questions regarding your
final work. You must present the final version of your work as no previous
corrections will be carried out. To submit the final project, students must use
the template below, with their answers written after each statement.
Please present your final paper according to these requirements:
Arial 12 Font.
Margin: 2,5.
Line spacing: 1,5.
All fields on the cover page must be completed.
The document needs to be properly paged.
Your final project must be authentic and individual. Any work that has been
plagiarized or papers written by others or with the help of others are likely to be
failed. If this occurs for the second time, you will not be permitted to obtain your
degree.
Be aware that you are permitted a maximum of two submissions per subject. If
both projects do not meet the standards and fail, the student must pay the
corresponding fee to be evaluated again.
When writing your final project please use Microsoft Office, Adobe or Apache's
Open Office Writer tools (DOC, DOCX, ODT, PDF, etc.). Please consult your tutor
when using a different format. Additional information about the software will be
needed.
Please use the following format:
Page 3
,ddmmyyyy_Subject_LastNameandName.pdf
Example:
11052019_StrategicManagement_ElsaMoore.pdf
The project should not exceed more than 18 pages, excluding the cover page,
bibliography and the appendix.
Evaluation Guidelines
The final work will be evaluated based on the following criteria:
Acquired knowledge (25%): the knowledge acquired throughout the
course of the subject will be evaluated through the analysis of the
theoretical data shown in the project presented by the student.
Development of the Subject (25 %): the interpretation of the thesis
subject by the student and its development will be evaluated in a
coherent and analytical manner.
Final result (25%): the final evaluation is based on coherent solutions
applied to solve objectives set out in the paper. The presentation must
be conclusive and formatting must meet established parameters.
Additional information and bibliography (25%): additional
information regarding the research and subject matter will be evaluated
and taken into consideration as a bonus. This consist of: bibliography,
visual graphics, charts, independent studies carried out by the student,
external academic sources, articles of opinion, etc. All sources, both
printed and online, must be referenced according to the APA
regulations.
Page 4
, BACKGROUND
TopTravel SL is a company dedicated to high quality online hotel reservations. It
operates internationally and its customers are large hotel groups that offer luxury
services.
With more than 10 years of experience, TopTravel SL has been among the top 5
websites used to choose accommodation. A large percentage are business trips,
however, there is also a significant number of leisure trips, which seek an
accommodation with the most favorable conditions.
In the last 5 years, prestigious competitor companies have launched very strong
marketing campaigns that have forced TopTravel SL to make an important
investment in the Online Marketing Department. This department is physically
located in Amsterdam, the city where TopTravel SL was founded, although there
is staff distributed in the US, Singapore and Spain.
This department has undergone major changes in the last year, as they had to
hire a new Social Media Manager, since the previous one left the company for
personal reasons. Until then, the company had a very efficient team of analysts,
designers, web/SEO programmers, content manager, social media strategist and
community manager. However, with the arrival of the new manager the team was
affected; There were some team members who also decided to leave, and those
who stayed did not have a good working environment. Due to the flight of
employees, new hires were made; young talents keen to learn. However, most of
the veteran staff is demotivated given the situation, and a few months later the
results of the last campaign they had launched were significantly affected by this.
The new Social Media Manager, Marc Blumer, is considered to be the best in the
world in his field and has won several awards as best international publicist.
However, despite being very good in his field, he has great communicative
difficulties that directly affect his leadership ability, which makes it very difficult to
manage a new team that has recently lost its leader. He has a leadership style
Page 5
,with a high authoritarian component, tending to adopt a loud and somewhat
aggressive speaking tone at meetings, he has trouble listening to opinions from
group members other than his own, and he does not handle constructive criticism
well. Something similar happens when he has to communicate the results with
General Management, his communication issues mean that the information does
not always arrive in the best way, and this leads to misunderstandings. This
situation has made Marc feel blocked.
In a meeting between Marketing Management, Sales Management and Human
Resources Management, it was decided to hire the services of a specialized
Coaching Consulting firm. This consultancy assigns you the project to intervene
in the Online Marketing Department of TopTravel SL. Marc Blumer's
communication skills must be improved, and at the same time, his skills and
abilities must be strengthened so that he has a wide range of resources, in this
way he will be able to effectively lead the team, and will redirect the work towards
the company’s goals. On the other hand, it is necessary that employees go back
to working as a team, because until now they worked more like a group.
As a coach of this consulting firm you are given two options to choose from; apply
an individual coaching process to Marc Blumer, or apply a team coaching process
to the Department.
Page 6
, DEVELOP
Before starting, you must choose the option you want to solve; individual
coaching or team coaching. You must solve only one option, as we will only
evaluate one of the two options.
Individual Coaching
1. Analyse the starting situation of the Online Marketing Department:
a. To provide context, explain what the starting situation is, from an
analytical perspective.
b. Explain the importance of carrying out a coaching process; what could
happen if you do not act quickly, and what benefits would be obtained
after the intervention.
2. Establish some goals: Formulate at least 3 goals to achieve with the
executive coaching process.
3. Plan a complete individual coaching process for Marc Blumer: In this
section you should design the entire coaching process, and frame the
sessions within the Coaching phases. This planning must be very detailed
and precise, explaining step by step the entire process. You must bear in
mind:
a. Structure of the Coaching phases: plan how many sessions to
perform in each of the phases, and what actions or techniques to apply
in each one.
b. Include "powerful questions", use the Grow Method to lead the
questions.
Page 7
, Team/Deparment Coaching
1. Analyse the starting situation of the Online Marketing Department:
a. To provide context, explain what the starting situation is, from an
analytical perspective.
b. Explain the importance of carrying out a coaching process; what could
happen if you do not act quickly, and what benefits would be obtained
after the intervention.
2. Establish some goals: Formulate at least 3 goals to achieve with the
executive coaching.
3. Plan a complete team coaching process: In this section you must design
the entire coaching process for the Online Marketing Department .
Bare in mind:
a. The structure of the phases: plan how many sessions to perform in
each of the phases, and what actions or techniques to apply in each
one.
b. Include five “powerful questions” per session.
Page 8
, FINAL PROJECT
Training program: Master in Human Resource Management
(To be fulfilled by the student)
Subject: Executive Coaching
(To be fulfilled by the student)
Send to:
Last Name/Surname:
Name:
ID/Passport:
Address:
Region:
Country:
Telephone:
E-mail:
Date: 23 September 2020
ENEB Business School
Page 2
, Final Project Guidelines
Please use this format to submit your final work. The paper must follow all the
guidelines as instructed in order to obtain full credit.
Remember that our team of tutors is available for any questions regarding your
final work. You must present the final version of your work as no previous
corrections will be carried out. To submit the final project, students must use
the template below, with their answers written after each statement.
Please present your final paper according to these requirements:
Arial 12 Font.
Margin: 2,5.
Line spacing: 1,5.
All fields on the cover page must be completed.
The document needs to be properly paged.
Your final project must be authentic and individual. Any work that has been
plagiarized or papers written by others or with the help of others are likely to be
failed. If this occurs for the second time, you will not be permitted to obtain your
degree.
Be aware that you are permitted a maximum of two submissions per subject. If
both projects do not meet the standards and fail, the student must pay the
corresponding fee to be evaluated again.
When writing your final project please use Microsoft Office, Adobe or Apache's
Open Office Writer tools (DOC, DOCX, ODT, PDF, etc.). Please consult your tutor
when using a different format. Additional information about the software will be
needed.
Please use the following format:
Page 3
,ddmmyyyy_Subject_LastNameandName.pdf
Example:
11052019_StrategicManagement_ElsaMoore.pdf
The project should not exceed more than 18 pages, excluding the cover page,
bibliography and the appendix.
Evaluation Guidelines
The final work will be evaluated based on the following criteria:
Acquired knowledge (25%): the knowledge acquired throughout the
course of the subject will be evaluated through the analysis of the
theoretical data shown in the project presented by the student.
Development of the Subject (25 %): the interpretation of the thesis
subject by the student and its development will be evaluated in a
coherent and analytical manner.
Final result (25%): the final evaluation is based on coherent solutions
applied to solve objectives set out in the paper. The presentation must
be conclusive and formatting must meet established parameters.
Additional information and bibliography (25%): additional
information regarding the research and subject matter will be evaluated
and taken into consideration as a bonus. This consist of: bibliography,
visual graphics, charts, independent studies carried out by the student,
external academic sources, articles of opinion, etc. All sources, both
printed and online, must be referenced according to the APA
regulations.
Page 4
, BACKGROUND
TopTravel SL is a company dedicated to high quality online hotel reservations. It
operates internationally and its customers are large hotel groups that offer luxury
services.
With more than 10 years of experience, TopTravel SL has been among the top 5
websites used to choose accommodation. A large percentage are business trips,
however, there is also a significant number of leisure trips, which seek an
accommodation with the most favorable conditions.
In the last 5 years, prestigious competitor companies have launched very strong
marketing campaigns that have forced TopTravel SL to make an important
investment in the Online Marketing Department. This department is physically
located in Amsterdam, the city where TopTravel SL was founded, although there
is staff distributed in the US, Singapore and Spain.
This department has undergone major changes in the last year, as they had to
hire a new Social Media Manager, since the previous one left the company for
personal reasons. Until then, the company had a very efficient team of analysts,
designers, web/SEO programmers, content manager, social media strategist and
community manager. However, with the arrival of the new manager the team was
affected; There were some team members who also decided to leave, and those
who stayed did not have a good working environment. Due to the flight of
employees, new hires were made; young talents keen to learn. However, most of
the veteran staff is demotivated given the situation, and a few months later the
results of the last campaign they had launched were significantly affected by this.
The new Social Media Manager, Marc Blumer, is considered to be the best in the
world in his field and has won several awards as best international publicist.
However, despite being very good in his field, he has great communicative
difficulties that directly affect his leadership ability, which makes it very difficult to
manage a new team that has recently lost its leader. He has a leadership style
Page 5
,with a high authoritarian component, tending to adopt a loud and somewhat
aggressive speaking tone at meetings, he has trouble listening to opinions from
group members other than his own, and he does not handle constructive criticism
well. Something similar happens when he has to communicate the results with
General Management, his communication issues mean that the information does
not always arrive in the best way, and this leads to misunderstandings. This
situation has made Marc feel blocked.
In a meeting between Marketing Management, Sales Management and Human
Resources Management, it was decided to hire the services of a specialized
Coaching Consulting firm. This consultancy assigns you the project to intervene
in the Online Marketing Department of TopTravel SL. Marc Blumer's
communication skills must be improved, and at the same time, his skills and
abilities must be strengthened so that he has a wide range of resources, in this
way he will be able to effectively lead the team, and will redirect the work towards
the company’s goals. On the other hand, it is necessary that employees go back
to working as a team, because until now they worked more like a group.
As a coach of this consulting firm you are given two options to choose from; apply
an individual coaching process to Marc Blumer, or apply a team coaching process
to the Department.
Page 6
, DEVELOP
Before starting, you must choose the option you want to solve; individual
coaching or team coaching. You must solve only one option, as we will only
evaluate one of the two options.
Individual Coaching
1. Analyse the starting situation of the Online Marketing Department:
a. To provide context, explain what the starting situation is, from an
analytical perspective.
b. Explain the importance of carrying out a coaching process; what could
happen if you do not act quickly, and what benefits would be obtained
after the intervention.
2. Establish some goals: Formulate at least 3 goals to achieve with the
executive coaching process.
3. Plan a complete individual coaching process for Marc Blumer: In this
section you should design the entire coaching process, and frame the
sessions within the Coaching phases. This planning must be very detailed
and precise, explaining step by step the entire process. You must bear in
mind:
a. Structure of the Coaching phases: plan how many sessions to
perform in each of the phases, and what actions or techniques to apply
in each one.
b. Include "powerful questions", use the Grow Method to lead the
questions.
Page 7
, Team/Deparment Coaching
1. Analyse the starting situation of the Online Marketing Department:
a. To provide context, explain what the starting situation is, from an
analytical perspective.
b. Explain the importance of carrying out a coaching process; what could
happen if you do not act quickly, and what benefits would be obtained
after the intervention.
2. Establish some goals: Formulate at least 3 goals to achieve with the
executive coaching.
3. Plan a complete team coaching process: In this section you must design
the entire coaching process for the Online Marketing Department .
Bare in mind:
a. The structure of the phases: plan how many sessions to perform in
each of the phases, and what actions or techniques to apply in each
one.
b. Include five “powerful questions” per session.
Page 8
