Energy Drinks Market in Denmark

Table of Contents 1. Introduction3 1. 1 Problem Description3 1. 2 Problem Statement3 1. 2. 1 What is the preference of customers between Burn and Red Bull? 3 1. 2. 2 How should Burn products be developed and how should they be priced? 3 1. 2. 3 How should Coca-cola Denmark promote and distribute Burn? 3 1. 3 Definitions3 1. 3. 1 Energy drink3 1. 3. 2 Burn energy drink4 1. 3. 3 Red Bull energy drink4 1. 4 Demarcations (Scope and limitation of the study)4 2 Theoretical Background4 2. 1 Market segmentation5 2. 2 Competitive Benchmark Analysis5 2. 3 Marketing Mix (4 Ps)5 3 Methodology Description5 . 1 Research Design5 3. 2 Primary and secondary data collection5 3. 3 Qualitative data collection6 3. 4 Quantitative data collection6 4 Presentation and analysis of data6 4. 1 Market Segmentation of energy drinks6 4. 1. 1 Analysis of Focused group interview:6 4. 1. 2 Analysis of Online questionnaire survey7 4. 2 Competitor Benchmark (Burn and Red Bull)10 4. 2. 1 Analysis of Focused group interv iew:10 4. 2. 2 Analysis of Online questionnaire survey11 5 Findings and summary of the analysis13 6 Recommendations14 6. 1 Product14 6. 2 Price14 6. 3 Place14 6. 4 Promotion14 7 Conclusion15 References16 9 Appendices17 1. Introduction Danish soft drinks sales have recorded positive volume growth in recent years. Strong volume growth was recorded in energy drinks sales attributed to the aggressive marketing and new product launches. Some of the major players in the Danish energy drink market are Burn and Red Bull. Accordingly, the main aim of this report will be to identify and analyze the possible ways for Burn energy drink product to compete with the world famous energy drink Red Bull which has recently entered into Danish energy drink market in 2009. . 1 Problem Description In 2009, the Danish Veterinary and Food Administration approved the increase of caffeine level in energy drink. This has given a wide-open-door for beverage companies to develop in this segment. Taking advantag e of this opportunity, Red bull the world’s most famous energy drink company, started to compete within the Danish energy drink market. On the other hand, Coca-cola Denmark also considered it as an opportunity to further develop product chain of its energy drink Burn. In Denmark, Burn has been dominating the energy drink market so far but now with the entry of Red Bull into the market it will now have to strategically develop its marketing mix to find a better way to compete with Red Bull and maintain its dominant position. 1. 2 Problem Statement We define the problem question for our research as follows: How could Burn compete with Red Bull on the Danish energy drink market? To support main question we have formulated some sub questions. They are as follows: 1. 2. 1 What is the preference of customers between Burn and Red Bull? . 2. 2 How should Burn products be developed and how should they be priced? 1. 2. 3 How should Coca-cola Denmark promote and distribute Burn? 1. 3 Definitions 1. 3. 1 Energy drink Energy drink can be defined as a drink or the beverage that contains higher doses of caffeine and other stimulating agents that give you instant energy. The doses of the caffeine and the stimulants are legally approved by the government health au thorities. The main purpose of drinking an Energy drink is to get an instant energy to your body. 1. 3. 2 Burn energy drink Burn Energy Drink is a functional beverage, mixture of 14 ingredients that come in a 16 ounce can and is available at almost every grocery store or convenience store across Denmark. It is one of the products of Coca-Cola Company. 1. 3. 3 Red Bull energy drink Red Bull Energy Drink is a functional beverage, specially developed for periods of increased mental and physical exertion. It can be drunk in virtually any situation: during sports, at work, whilst driving and during leisure activities. 1. 4 Demarcations (Scope and limitation of the study) As every report has its limitations, this report is also subject to various limitations. This report is based on two products, Burn and Red Bull which are the products of The Coca-Cola Company and The Red Bull Company respectively. These two companies have various product categories; however this report will be focused only on those two products among wide category of energy drink in energy drink sector. As far as the market place is concerned, this report is limited to the Danish market. Most of the consumers of energy drinks in Danish market are mainly the younger people aged 18-25. Considering this fact we have selected this age group as our target group. 2 Theoretical Background This section of the report helps to provide the broad theoretical framework used for interpreting the research presented in this report. Various marketing theories have been applied as a background in this report. Theory of Market segmentation is used to analyze Burn and Red Bull in the Danish Market. To analyze the competition between Burn and Red Bull, Competitor Benchmark Analysis is used. Finally Using the theory of Marketing Mix (4 Ps), recommendation to Burn has been made to successfully develop its marketing campaign so that it can increase its sales and compete with Red Bull. 2. 1 Market segmentation Market segmentation will be identified by taking into consideration the demographic variables (like gender, different age group and life style) and geographical locations (various cities of Denmark) like Center of Copenhagen, Sj? lland, Fyn and Jylland 2. 2 Competitive Benchmark Analysis Competitive benchmark of Burn will be made with its direct competitor, Red Bull. For this we will take various factors which are flavor, taste, brand, price, place (convenient to buy), packaging and effectiveness of the products. During our group discussion these factors came up as the most relevant criteria for making competitive benchmark. Accordingly, respondents were asked to rate and evaluate both Burn and Red Bull on those factors during the online survey. 2. 3 Marketing Mix (4 Ps) Marketing Mix i. e. 4 Ps will be taken as theoretical base for providing recommendation to Burn after the analysis of data and findings are presented. Accordingly, Product, Price, Place and Promotion Strategy will be presented in order for Burn to successfully compete against its rival Red Bull. Then after, the conclusion will be made. 3 Methodology Description This section of the report gives information about the stages that we went through while doing the research and writing the report. 3. Research Design We chose exploratory design as our research design. We have a research problem which is unstructured. We do not have enough information about our topic for which we have to investigate more on our topic. Both Qualitative and quantitative data collection methods are used. To gain more and more information and insights about the probl em topic, Qualitative research design was chosen. Using qualitative data collection method, it became easier for us to change translate and reformulate our unstructured questions. Quantitative method is also used in order to check the validity of the results obtained from qualitative method. For quantitative data collection we tried to get as many respondents as possible who can represent the total population. 3. 2 Primary and secondary data collection For this research we have chosen both Qualitative and Quantitative data collection method for primary data. Similarly, wherever required, we have also used secondary data from the articles, publications and website of the company as well as blogs and other relevant news articles. 3. 3 Qualitative data collection To collect the qualitative data, a focus group interview was conducted. We prepared the interview guide for the focus group which is attached in the appendix. The focus group contained 11 members who are the students from 2nd semester class at Niels Brock. After the completion of interview process we also took a blind test among the focus group interview participants plus 15 other students. Students were chosen randomly. Each of them were given to drink two glasses, one filled with Burn and another filled with Red Bull and were asked which one they like and how they taste. The responses from the participants were used for the analysis. 3. 4 Quantitative data collection To collect quantitative data, we prepared structured questionnaire. It consisted of 15 questions (open and closed ended questions). We posted our research questionnaire in the Facebook blogs and invited 600 Facebook users through simple random method. We got only 116 responses and of which only 77 respondents answered all questions of questionnaire. So in this research 77 respondents are our total number of observation. In other words our sample size is 77 which represent the total population of energy drink customers in Denmark. 4 Presentation and analysis of data The presentation and analysis of data has been categorized as Market segmentation and Competitor Benchmark. 4. 1 Market Segmentation of energy drinks 4. 1. 1 Analysis of Focused group interview: During the focused group interview, 11 participants were asked about the consumption of energy drink every week. Among the participants, 1 participant consumes 5 or more cans per week. 4 respondents consume 3 to 4 cans and 1-2 cans as well. Whereas, 2 respondents consume less than 1 can of energy drink. Thus their consumption habit is around 1-4 cans per week. When there was a discussion about the occasions during which they consume the energy drink, most of the answers was during workout, training or going to sports and when mixing with alcohol. There was also a discussion about having coffee instead of energy drink when one is tired. participants said that they prefer coffee whereas others preferred energy drink. Regarding price, most of the respondents voted for cheaper one, less than 20 DKK and between15-17 DKK. 4. 1. 2 Analysis of Online questionnaire survey The willingness of various age groups towards energy drink is illustrated in the diagram below. It shows that 56% of respo ndents from age group 18 to 25 years are interested in energy drink. Figure 1 Willingness of various age-groups towards energy drink Source: Appendix 4 Similarly, 20% of respondents from the age group below 18 and 26-35 years age group showed their interest in energy drink. But only 4% of the elderly respondents are interested in energy drink. Thus, it can be seen that the highest number of people from the age group 18-25 years are interested in the energy drink. Figure 2 Willingness towards energy drink by gender Source: Appendix 5 The above figure shows that 68% of male population is interested in energy drink whereas only 32% of female population is interested in Energy drink. Figure 3 Willingness towards energy drink by location Source: Appendix 6 According to the above figure, most of the respondents from center of Copenhagen are interested in energy drink. 8% respondents from the Copenhagen region and 32% respondents from Sj? land region showed interest in energy drink. While analysisng the age wise consumption of energy drink which is illustrated in the figure below it has been seen that the data is bit conflicting. Figure 4 Age wise consumption of energy drink Source: Appendix 7 As shown by the diagram, those who almost never drink energy drinks are higher in age group 18 to 25 years. But again, those drinking from 1-2 cans per week are also higher number in age category 18-25 years but less ompared to those who never drink. But what can be concluded that those who drinks energy drinks they normally consume 12 cans per week and are higher in 18-25 years category. Analyzing the preferred occasions when customers usually like to drink energy drink, the research show that customers usually prefer it to mix with alcohol as their first preference and then drinking when they are tired. Figure 5 Occasional preference of Energy Drink by gender Source: Appendix 8 The above graph shows most of both females and males consume energy drink when they mix with alcohol. 2 females out of 35 female respondents (63%) and 19 males out of 42 male respondents (45%) said they consume it when they mix with alcohol. Similarly 43% of female and 40 % of male respondents answered that they take energy drink when they are tired. Likewise, 11% female a nd 33% male said that they take it when they go to sports. 14% of female and 21% of male chose energy drink when they are thirsty and 6% of female and 7% of male chose for other occasions. Figure 6 Customers willingness to pay for the energy drink Source: Appendix 9 Relating to the price it can be clearly seen from the figure above that 18-25 years age group which is the target customers for energy drinks are willing to pay 16-20 DKK for the energy drinks where as 26-35 years age group are willing to pay 10-15 DKK for the drink. 4. 2 Competitor Benchmark (Burn and Red Bull) 4. 2. 1 Analysis of Focused group interview: During the focused group interview, 8 out of 11 participants preferred Red Bull. Only 3 preferred Burn. When there was a discussion of product features like taste, flavor and effectiveness of the products; participants said that effectiveness of the product is important. During the blind test 26 participants were made to taste both Burn and Red Bull drinks blindfolded. Table 1 Preference of product by tasting without knowing the product (Blind Test) BurnRed BullBoth Total no. of participant (26)9152 The research showed that Red Bull was highly preferred by the participants with 58% appreciating the taste of Red Bull. Burn was preferred by only 35% of the participants. 4. 2. 2 Analysis of Online questionnaire survey The illustration of various measures to which the consumer gave importance when buying energy drink is shown in the figure below. Figure 7 Customers’ emphasis when buying energy drink Source: Appendix 10 We found data of customers according to the importance they give to various measures or elements when they want to buy an energy drink. The above graph shows that 53% of the total respondents said flavor is very important when they buy energy drink. About taste, 60% said it is very important. None of the respondents said that it is not important at all. Talking about brand, only 19% said very important, 34% said important, 30% said not so important and 17% said not important at all. About price, 51 %( more than half population) said that it is very important. Only 5% said not so important and no respondents said that it is not important at all. So far as convenient place to buy is concerned, 29% said very important, 54% said important. When packaging is concerned 16% said very important, 29% said important 39% said not so important and 16% said not important at all. When it is about effectiveness, 44% said it is very important, 38% said important. Thus the analysis shows that flavor, taste, price, convenient buying options and effectiveness of the drinks are important for customers where as brand and packaging are not that important in buying decision. Based on the various factors to which the consumers give preference when buying energy drinks, comparative analysis between Burn and Red Bull has been carried out. This can be described from the figure given below. We asked the respondents to evaluate Burn and Red Bull giving them 4 options (Very Good, Good, Bad, Very Bad). But here in the analysis we have taken only two options as we think these two options are sufficient for comparative analysis. Figure 8 Comparison of Burn and Red Bull based on the various factors Source: Appendix 11 The above figure shows the customers preference between Burn and Red Bull on he various factors which are important for their buying decision. 34% of the total respondents said the flavor of Burn is good and 23% said very good while 48% and 29% said the flavor of Red Bull is good and very good respectively. Similarly, 39% and 13% of the total respondents said the taste of Burn is good and very good respectively while 52% and 29% respectively chose goo d and very good for the taste of Red Bull. As far as brand is considered, 39% and 26% said the Burn brand is good and very good respectively while 42% and 45% said Red Bull brand is good and very good respectively. When it is about price, 27% and 12% chose good and very good for Burn while 16% and 12% for Red Bull. 35% and 23% of total population said Burn is good and very good respectively when considering convenient to buy whereas for Red Bull it is 38% and 17% respectively. About packaging 36% and 22% answered good and very good for Burn while for Red Bull its 45% and 18%. Finally for the effectiveness of the product, 39% and 18% respectively chose good and very good for Burn while it is 45% and 25% for Red Bull. Thus the analysis shows that customers highly prefer Red Bull while relating to flavor, taste, and brand. On the other hand, with relating to price, convenient to buy and nice packaging, customers seemed to prefer Burn. So far as the effectiveness is concerned, Preference towards Red Bull is high but the difference is not so much. 5 Findings and summary of the analysis According to the analysis presented above, it can be seen that the energy drink market segmentation is more concentrated on the costumers between age group of 18-25 and that the customers are dominantly male rather than female. Looking at the geographic distribution the market segment is undoubtedly concentrated on Copenhagen with to some extent also in Sj? land. However, the other fact is also that since Copenhagen is the largest city with dense population this result is quite obvious. The other important findings of the study regarding the life style of the customers relating to the consumption of energy drinks is that energy drinks are excessively consumed as a mix in alcohol and then it is consumed while people get tired. Also energy drinks are often consumed just 1 or 2 cans per week. Normally customers are willing to pay 16-20 DKK for the drink. The analysis shows that in general the customers give high importance to the flavor, taste, price, effectiveness and buying convenience while making their buying decisions of energy drinks and that the brand and packaging are not of importance for the customers. Keeping this in mind the competitor benchmark of Burn and Red Bull Red Bull clearly shows that though Red Bull being a new entrant in the Danish market it has succeeded in taking good share of energy drink market in Denmark. Red Bull is preferred by customers in terms of its flavor, taste which are important factor in general for customers while making their buying decisions. Similarly, with the effectiveness as well Red Bull is preferred by customers in comparison to Burn. Burn is preferred by customers in packaging which not of important factor for customers. But Burn still dominate Red Bull in terms of its easy availability at stores which is due to the fact that it is distributed by Carlsberg Brewery which is considered to have a very strong distribution channel in Danish market. (footnote) Again at price Burn is rated better owing to the fact that they are cheaper than Red Bull. Of course with the brand Red Bull is rated much better as it is an internationally recognized brand. Recommendations Based on above findings following recommendations have been suggested for Burn to improve its products, promotion and pricing strategy. The recommendations will be based on the marketing mix (4 Ps) which is product, price, place and promotion. 6. 1 Product Since the research findings show that Red Bull has dominant preference by customers in terms of flavor, ta ste and effectiveness, therefore Burn has to come up with innovative product development in order to provide added value to its product so that customers preferences divert towards Burn. Therefore, considerable amount of resources and time should be spent on research and development of variety of flavors and appealing taste with its product. Since the market segment of the energy drink is mostly 18-25 years old and that they consume it as mix in alcohol so the taste preference of these age group should be taken into consideration and the flavor and taste should be developed which is appealing while mixing with alcohol as well. 6. 2 Price Relating to the price, Burn is cheaper that Red Bull and realizing the fact that Red Bull is gaining market share it is wise to maintain its low price strategy. . 3 Place The research show Burn with strong placement but since strong distribution channel is its one of core competencies it has to fully utilize this competences to move ahead form Red Bull to place its products at all the convenient stores. The major priority should be given to Copenhagen since it’s the main market segment but again taking advantage of its well ma naged distribution channel it should also focus on other cities where Red Bull are not able to reach due to lack of experience with the Danish market. . 4 Promotion A well planned advertising strategy should be developed mainly targeting on the 18-25 years age group and again the male customers who are the major customers of energy drinks. Though Red Bull is world recognized brand, Burn also has its brand reputation as it is a product of world class Coca Cola Company. Thus advertising campaign should also be focused to create awareness of the Coca Cola brand among the customers while promoting Burn which can positively influence customers’ choice. Conclusion Based on the research analysis and findings, it can be concluded that within the Danish energy drinks market Burn is definitely getting a tough competition from Red Bull despite the fact the Red Bull is a new entrant in Danish market. Its global brand recognition has provided Red Bull with competitive strength which can b e a serious threat to Burn in coming future. Therefore it is a must for Burn to take timely action and initiate necessary marketing strategies to compete with Red Bull. Burn has low price advantage as well as strong distribution channel which provide Burn with an edge in the competitive market and therefore it needs to look more into product development and promotion strategy in order to compete with Red Bull and thus gain success in the competitive energy drink market. 8 References Books David Jobber. (2007). Principles and Practice of Marketing. UK. McGraw-Hill Education Pervez GH, Kjell Gr. (2005). Research Methods in Business Studies. UK. Pearson Education Bryman, A. and Bell, E. (2007). Business Research Methods. 2nd Ed. UK. Oxford University Press Burns, A. C. and Bush, R. F. (2006) Marketing Research, 5th ed. , Prentice Hall Kotler, P. and Keller, K. L. (2006) Marketing Management, 12th ed. , Prentice Hall Svend Hollensen, (2007) Global Marketing – a decision-oriented approach, Websites http://www. euromonitor. com/Soft_Drinks_in_Denmark http://advantageaustria. org/dk/news/local/Red-Bull-und-Shark. en. jsp http://www. aeofooddrink. com/34. php http://www. dietspotlight. com/burn-energy-drink-review/ http://www. redbull. com/cs/Satellite/en_INT/Products/Red-Bull-Energy-Drink-021242751115866? =1242745950125#/product-FAQ 9 Appendices Appendix 1 Questionnaire Dear respondents, we make this survey in order to obtain more comprehensive knowledge about the energy drink sector in Denmark, particularly the two big brands: Burn and RedBull. So we would highly appreciate if you spend a few minutes answering our questionnaire. Your information will be treated anonymously! 1. How interested are you in energ y drinks? oVery interested oInterested oNot very interested oNot intererested at all 2. How often do you drink energy drinks? oAlmost never oFrom 1 – 2 cans per week From 2-5 cans per week oMore than 5 cans per week 3. ON WHAT OCCASIONS DO YOU DRINK ENERGY DRINKS? oWhen I'm tired oWhen I'm thirsty oWhen I go to sports oWhen I mix with alcohol oOther (please specify in the box below) 4. Where do you often buy energy drinks? oIn the super markets oIn the bars oIn Seven Eleven oIn small shops (eg: gas station, kiosk etc) oOther (please specify in the box) 5. How much would you like to pay for an energy drink? o10 – 15 Kr o16 – 20 Kr o21 – 25 Kr oMore than 25 Kr 6. How important are the following factors when you buy energy drinks? Very important Important Not so important not important at all Good flavor Good taste Good brand Reasonable price Convenient to buy Nice packaging The effectiveness of the drinks 7. Which of these brands do you know? oBurn oRed Bull oNone of them 8. Which one of these brands do you prefer? oBurn oRed Bull oNone of them 9. How do you evaluate RED BULL in the following factors? Very goodGoodNot good-not badBad Very bad Brand Taste Flavor Price Convenient to buy Packaging Effectiveness 10. Do you have any recommendations for RED BULL to better meet your satisfaction? I don't know oI'm already very satisfied oI would recommend as follows: 11. How do you evaluate BURN in the following factors? Very good Good Not good-not bad Bad Very bad Brand Taste Flavor Price Convenient to buy Packaging Effectiveness 12. Do you have any recommendations for BURN to better meet your satisfaction? oI don't know oI'm already very satisfied! oI would recommend as follows: 13. What is your age? oYounger than 18 years old oFrom 18 – 25 years old oFrom 26 – 35 years old 14. What is your gender? oMale oFemale 15. Which part of Denmark do you live in? oCenter of Copenhagen oSj? lland oFyn oJylland Appendix 2 Interview guide for focus group What criteria do people choose when they buy energy drink products? Are different flavors important? What occasion do they drink energy drink? Eg: when they’re tired, or mix with strong alcohol, etc. What product name(s) do they like? Why? Do they know Burn/Red Bull? Where do they buy? Do they like Burn/Red Bull products? How much should a can of energy drink cost? Appendix 3 Fokus gruppe analyse 2. Semester klasse Niels Brock Lien, Niraj, Silas og Michelle Market research Alle kender begge 11 deltager 8 ud af 11 kan lide red bull Dog viste det at 6 ud af 11 faktisk kun valgte Red Bull efter blinde smagning Smagen er bedre, burn er for sodt. (inden smagning af begge m? rker) Hvor mange energidrinks drikker du per uge? 1 drikker 4-5 cans a week 4 – 3-4 cans 4 – 1-2 cans 2 mindre end 1 Hvornar drikker du energidrinks? Sprut, tr? ning, Det er meget i forhold til det at man drikker alkohol. Enighed blandt minimum 8 af deltagerne Dog drikker mange det ogsa hvis de er tr? tte eller skal til tr? ning efter en lang dag i skole. Kaffe frem for energi drink hvis man kan lide det hvis man er tr? t og skal videre, dette mener 6 ud af 11 af deltagerne hvor de andre ikke kan lide kaffe eller mener at en energi drik er bedre†¦ Hvor meget vil du betale for en energidrink? Ikke mere end 20kr, mellem15-17kr ca er de fleste villige til at betale Men ville kobe den billigste hvis de stod mod hinanden pa hylden i super marked. Energien er mere vigtig end smagen. Irriterende reklamer – for meget nogenhed – provokerende reklamer – mener 2 af deltagerne, Red Bull promoverer ikke sadan (I Dk hvert fald)

Motion Sickness In Naval Environment Health And Social Care Essay

The intent of this paper is to find a sensible attack to pull offing gesture illness in Canadian Naval forces. Management of gesture illness in a naval environment is really of import. The coming of new engineering, assorted gender, multicultural, and smaller crew sizes mean that the effects of gesture illness on the crew straight affects the mission capableness of a modern war vessel. The pathophysiology of mal de mer and gesture illness in general remains ill understood. In general, gesture illness is thought to be a miscommunication and nervous mismatch syndrome. This account does non to the full explicate why weariness occurs in concurrence with gesture illness or why gesture illness is so variable in different individuals under the same conditions. Seasickness can be efficaciously managed utilizing combinations of workspace alteration, non-prescription drugs, prescription drugs, and addiction. There is no 1 combination that is universally effectual nevertheless there is a demand for the practician to hold a good thought of when to modify a intervention mode for a peculiar sea province or patients demands.IntroductionModern ships and smaller crews have a high impact when the crew is unable to execute basic and complex maps when they become helpless due to gesture illness. Anyone who has of all time treated a patient who is actively or inveterate airsick can sympathize with the patient feeling that they would wish to decease so the mal de mer would travel off. In the Canadian Navy a patient needs to show a history of chronic mal de mer in order to be moved to a new trade and considered to be for good unfit for naval service. This frequently is non done until the member has been to the full trained and can take two to three old ag es of sailing to happen ensuing in a great trade of wretchedness for the patient and a big investing in clip, preparation, and money on the portion of the Canadian Forces. The intent of this paper is to reexamine the pathophysiology of gesture illness and depict an grounds based attack to the direction of mal de mer utilizing both pharmacological and non pharmacologically based interventions presently available to CF Health Services Personnel. It will besides briefly explore ergonomic alterations to alleviate the symptoms of Motion Sickness. With the coming of modern ship design, crew composing has evolved to hold fewer and really extremely specialised forces responsible for runing the combat platform of today. For illustration, during World War II the crew of a Frigate had 141 forces ( 1 ) who were responsible for the safe operation of the ship. The WWII frigate had half the supplanting and far less than half the capableness and engineering of a modern war vessel of a similar category. The crews were all male and chiefly Caucasian. In 2010 a Canadian Patrol Frigate with a supplanting of 5235 dozenss has a minimal crew of 180 with 45 transeunt forces for a sum of 225 who are responsible for the care and operation of the war vessel ( 2 ) . Motion illness can impact anyplace from 1 % to 100 % of a crew depending on conditions and the status of the H2O surface they travel on. The much smaller crew who are critical to the direction of combat, ego defence, and life support systems become helpless and the whole system of a combat platform is affected. ( Find impact of mal de mer on contending effectivity in article ) The bulk of the literature discusses the direction of gesture illness in the context of short exposures such as sail ship travel, air travel, and infinite travel.Pathophysiology of gesture illnessArgwal et Al ( 2003 ) . , late reiterated that gesture illness still remains ailing understood but is still by and large thought to be caused by nervous input mismatch ( 3 ) . It is besides the place of this writer that some of the symptoms of gesture illness can non be explained to the full by this place. For illustration why does gesture illness consequence in sickness and emesis and non some other symptoms alternatively? This account besides fails to explicate specifically why gesture illness causes sleepiness. Besides it fails to explicate the variableness between different topics susceptibleness to gesture illness under similar fortunes.Definition of mal de merSeasickness is normally described as a feeling of sickness, tummy consciousness, and unwell while on or in H2O both fresh and sa lt H2O. This type of gesture illness is considered to be a normal response to the perceptual experience of gesture whether the gesture is existent or non. For illustration, a individual can go ill on the span of a ship in unsmooth sea or while utilizing a stationary simulator with traveling images on a picture screen even though their organic structure and the platform they are standing on is non traveling.Mal de debarquement SyndromeMal de debarquement Syndrome ( MdDS ) is deserving brief treatment in this paper as it is a status that affects people who have been exposed to gesture illness arousing stimulations yet they still have gesture illness symptoms after remotion of the stimulation. It has deductions in the context of a naval environment as it seems to commonly affect in-between age people ( 4 ) ( 5 ) and can be rather enfeebling. CF Health Services Staff may be presented with patients showing with MdDS given our aging recruit population, and troubles bring forthing staff fo r ships ensuing in the usage of more shore based â€Å" replacement staff † particularly in the back uping trade functions. Some of the older members of the crew of a modern ship may be at hazard for MdDS. The symptoms of MdDS that concern clinicians chiefly are non the transient symptoms that are common for the first few yearss on land after a long sail as described by YH Cha et Al ( 4 ) and Gordon et Al ( 6 ) . Patients with MdDS typically present chiefly with a relentless esthesis of gesture after several yearss removal from a gesture that would normally arouse gesture illness ( 4 ) . Other symptoms may include concerns and sensitiveness to ocular gesture. The symptoms can last from a few hebdomads to many old ages. Fact-finding testing and rating do non uncover any physical causative factor to explicate the symptoms of the patient ( 4 ) . Death from mal de mer? – one history of decease from mal de mer in oil rig catastrophe Questions to be posed: What are the physiological effects of purging and mal de mer? What are the effects of moderate mal de mer on operators of complicated machinery? What is the most effectual manner to handle gesture illness on a naval ship? Divers in a hyperbaric chamber at sea. Aircrew at sea. Aircrew? Divers? Ships Crew? Describe the differences between Sea and air and gesture illness. Cruise ship stabilisation methods, ship design, human factors. Mythbusters section on gesture illness. Treatments Drug Treatments presently in usage in the CF ( 7 ) The CF Formulary contains the fol drugs that are indicated in the direction of Motion illness. Gravol Many readyings avail Common prescription for direction of mal de mer Bonamine Meclazine HCL is used. Its monograph provinces in indicants for the usage in the intervention of XXXXX. It was found anecdotally by the writer that it is frequently used and prescribed falsely as one tablet twice daily instead than the sanctioned one to two tablets one time daily in the monograph in some surveies it was besides prescribed as XXXX.Reappraisal of the LiteratureA reappraisal of the literature was done to reply some basic inquiries that would be valuable to explicating an attack to pull offing mal de mer in a naval environment.Can you decease from mal de mer?one decease has beenDoes degree of physical fittingness have an impact on gesture illness?Curiously, topics with high degrees of aerophilic fitness study less symptoms of gesture illness but have higher rates of patterned advance to purging than topics with lower aerophilic fittingness degrees ( 8 ) . Cheung et Al. ( 9 ) looked at why and concluded that tolerance to vestibular gesture decreases as aerophilic fittingn ess additions.Does ethnicity or gender have an consequence on gesture illness?It is by and large thought that ethnicity and gender may hold an impact on an person ‘s gesture illness sensitiveness. Klosterhalfen et al. , studied the consequence of ethnicity and gender on gesture illness susceptibleness ( 10 ) . Specifically they looked at whether gender and cultural ethnicity are interacting. 227 Caucasic and 82 topics of Chinese beginning, both male and female were exposed to nausea bring oning organic structure rotary motions in a rotary motion chair. They experienced five exposures of 1 min each with 1 min breaks between exposures. They were instructed to shut their eyes and travel their caputs up and down every 6 seconds by an audiotape. Campaigners could discontinue at any clip and the entire rotary motion clip was noted. Prior to rotary motion, topics were instructed to make full out a Gesture Sickness Susceptibility Questionnaire ( MSSQ ) . Individual symptom evaluations were performed at the beginning and terminal of exposure and 15 and 30 min subsequently. The consequences of the survey indicated that the mean rotary motion clip was higher in Caucasic than in Chinese t opics. It besides indicated that the rotary motion clip could be predicted from the MSSQ information. The decision of the survey is that gesture illness susceptibleness is affected by both cultural beginning and by gender in a complex manner. The most dependable anticipation of rotary motion could be based on the person ‘s history as assessed by the MSSQ. JE Bos et Al ( 11 ) . observed in the literature that females were 1.4 to 1.7 times more susceptible sea illness and found similar rates in the other manners of transit. They found merely 3 studies contradictory of the consequences of the surveies reviewed. After a reappraisal of the ferry and sail ship informations in their survey they concluded that gender has an impact on a individuals susceptibleness to seasickness. Talk about the Singapore navy testWhat is the impact of ship design on gesture illness?Dobie ( 12 ) looked at the design of ships and how worlds interact with their sophisticated systems. Whole organic structure quiver, gesture induced weariness and noise all affect the organic structure and lessening effectivity in a complex machine. He concluded that the human component must be considered in the design of ships at an early phase in the procedure. The vas should be considered to be a person-machine that operates as a system and effectual design make an effectual system.Can desensitization minimise effects of gesture illness?What drugs could be used to minimise the effects of mal de mer?There have been many surveies of the medicines that could be used to pull off gestures sickness. This paper will look at the 1s that are available in Canada. Of note one of the more studied[ 1 ]( 13 ) ( 14 ) ( 15 ) is dextroamphetamine ( used for terrible symptoms ) and it is non indicated for usage i n the direction of gesture illness but shows a batch of promise for terrible symptoms. one field survey on the effectivity of anti-motion illness drugs ( 16 ) found that hyoscine, Antivert, Dramamine, and accupressure in order of effectivity helped riders on a sail from Argentina to the Antarctic Peninsula. Again the exposure was merely 3 yearss but the conditions was terrible ( gale force air currents with 9m crestless waves ) . What medicines are available to battle gesture illness in the CF pharmacopeia? Dimenhydrinate Meclizine Scopalamine Dextroamphetamine Use of scopalamine Schupak et al. , studied the long term effects of transdermic hyoscine ( Transderm-V ) to measure its long term effectivity in the bar of mal de mer ( 17 ) . 68 healthy male crew members age 18 to 20 were given a scopolamine spot eight hours before each seafaring. Two spots were applied per hebdomad with an interval of 24 hours before application of a new spot every 72 hours. Checkups were made every three months over a period of three old ages. The mean seasickness badness ( on a graduated table of 0 to 7 ) after six months at sea prior to the spot was 5.64, as compared to 3.14 station application. Significant betterment was besides found in ego evaluated public presentation at sea while utilizing the spot. Contact dermatitis prevented the usage of transdermic hyoscine in 3 ( 4.4 % ) subjects. The lone other important side consequence was waterlessness of the mucose membranes. The entire figure of yearss the topics had been have oning the spot is non mentioned. The writers concluded that transdermic hyoscine was effectual in the bar of mal de mer and betterment of public presentation at sea during three old ages of followup, everyday application is non complicated either by terrible side effects by public presentation perturbations. How long can you utilize the spot? cite Israeli defense force Singapore navy tests at sea for scop. Use of ondansetron Herskovitz et al. , studied ondansetron for the bar of mal de mer in susceptible crewmans ( 18 ) . 16 voluntaries with normal physical test findings and no old history of interior ear disease or dizziness took portion in a double-blind randomized crossing over survey. The participants practiced computerize public presentation trials until the consequences were stabilized. Ondansetron 8 milligram or placebo was administered two hours before sailing aboard a 500 ton naval vas in mild sea conditions. Participants did public presentation testing and completed a questionnaire measuring their illness symptoms four hours into the ocean trip. The consequence was that there was no statistically important decrease of mal de mer symptoms between the drug intervention and placebo. The decision of this survey is that ondansetron was non found to be good in the intervention of mal de mer.Non medicative interventionsAcupressure and acustimulation Miller and Muth examined the efficaciousness of G-Jo and acustimulation for the bar of gesture illness ( 19 ) . Their survey used the Accubanda„? and ReliefBanda„? G-Jo and acustimulation device to excite the Neiguan ( P6 ) stylostixis point. Their topics were assigned to one of five groups: Accubanda„? trained or untrained ; ReliefBanda„? trained or untrained ; or placebo. Subjects were exposed to 20 min baseline period and 20 min of optokinetic membranophone rotary motion. The untrained topics read the device waies used as they felt appropriate so completed a serviceability analysis after membranophone exposure. Trained topics read the device waies and so were trained to utilize device and so had their exposures. The topic symptoms and stomachic myoelectric activity were monitored during the baseline and membranophone rotary motion periods. There were 77 topics, 19 work forces and 61 adult females, runing from the 18 to 27 old ages of age. In this survey the symptoms of gesture illness and stomachic myoelectric activity increased in all groups taking the research workers to reason that the lone existent difference between conditions was a hold in oncoming of symptoms for ReliefBanda„? compared to Accubanda„? . This survey demonstrated that no G-Jo, acustimulation, or placebo intervention eliminated the symptoms of gesture illness. The ReliefBanda„? while potentially detaining the symptoms would merely be good for short periods of clip if at all. This research was conducted in the lab and non a shipboard environment over an drawn-out period of clip. Bertolucci et Al. conducted in oceangoing survey with a little group of nine voluntaries off the seashore of San Francisco Bay ( 20 ) . Their decision was that gesture illness symptoms were suppressed by the usage of an acustimulation device. His group size was little and needs to be demonstrated with the larger group. Ginger Ergonomic alterations Positioning of watchkeeping Stationss Chair make-up Artificial skylines INTRAVENOUS TherapyDiscussionColwell ( 21 ) identified five â€Å" human factors technology rules † in the direction of gesture illness: â€Å" 1. Locate critical Stationss near the ship ‘s effectual centre of rotary motion ; 2. Minimize caput motions ; 3. Align operators with a rule axis of the ship ‘s hull ; 4. Avoid uniting provocative beginnings ; and 5. Supply and external frame of mention. † Head motion in concurrence with gesture contributes to gesticulate sickness esthesis as can be demonstrated by the surveies performed by Miller ( 19 ) , Cheung et Al ( 22 ) , and others. If this is the instance so more often used proctors and input devices should be placed in forepart of watchkeepers so that vigorous caput motions need non be employed to keep effectual watchkeeping. Besides by adding a high backed chair with a head restraint you have the extra input of the skin centripetal contact of the dorsum of the chair and caput to assist antagonize the nervous input mismatch. If nervous input mismatch contributes significantly to gesture illness symptomology ( 3 ) ( 2 ) it seems that it would be sensible to add stimulations that would assist screen out the â€Å" mismatch † . For illustration, on modern war vessels everything is tied, bolted down, or otherwise secured so that it does non travel. This is to forestall harm or hurt from motion at an inopportune clip such as an detonation or utmost maneuvering. This besides leads to no ocular stimulation of motion for the crew thereby increasing input mismatch. Addition of unreal skylines within the field of vision of the crew has the possible to minimise this consequence. These could be a simple as a twine with a weight on it or a balance beam ( unreal skyline ) with subdued illuming on it. This is an country that could be studied in more deepness The literature on the usage of ginger for gesture illness is mixedas to it ‘s efficaciousness for sickness and â€Å" tummy consciousness † . There does non look to be a good survey that would compare the effectivity of ginger on the type of terrible, long term exposure to gesture that would formalize ginger as an effectual gesture illness counterpoison for naval personel. It would be interesting to set together a proper test in a realistic environment and set this issue to rest for naval forces. Decision Seasickness and related gesture provoked unwellness are a complicated issue that requires effectual direction in the face of assorted gender, multi-ethnic, little crew sizes on modern Canadian war vessels. Seasickness has been looked at extensively in the context of comparatively short exposures both on land in the lab environment, and at sea. More work remains to be done on the fol: gather grounds of efficaciousness of medicines used to pull off MSickness in the field. gather grounds of efficaciousness of desensitisation as a direction tool in the field Expression at the efficaciousness of unreal skylines in work Stationss. Given the grounds presented in the literature, it is likely that the undermentioned protocol would be an effectual program to pull off a patient with mal de mer on a naval ship: a. patient nowadayss with known gesture illness history. 1 usage gravol xx milligram twenty hours prior to exposure. keep Mild moderate terrible Management of mal de mer demands to take into history the sea province, the length of the needed exposure to gesture, the badness of unwellness in the patient and the occupations they are required to execute as portion of their responsibilities at sea. Pharmaceutical direction of mal de mer demands to include the disposal of an appropriate anti emetic good in progress of exposure when possible, so that the drug is absorbed before the subsequent emesis prevents equal soaking up of medicine to forestall the more terrible symptoms of mal de mer. Figure 1 lists the medicines available to practicians in the CF. Combination of medicine is indicated when one medicine entirely fails to command symptoms adequately. The hyoscine readyings are the â€Å" standard † by which most anti gesture illness medicines are evaluated against. Most surveies involved in measuring medicines for forestalling seasickness include a scopolamine readying of some kind. Scopolamine spots used by the Canadian Forces need to be applied right and proper manus rinsing completed after application to forestall inadvertent contact with conjunctiva and the end point blurry vision and uncomfortableness to the patient. Scopolamine spots may be used efficaciously for long periods of clip ( 17 ) ( 23 ) but should be discontinued when possible to let the patient to use to gesture. When utilizing spots for long periods of clip it is sensible to wait 24hrs before using a new spot ( 17 ) and sites should be rotated between L and R mastoid procedure. More research is required to measure direction of gesture illness with respect to assorted gender, multi-ethnic crews, with long gesture exposures on naval ships. The bulk of information in the literature associating to female mal de mer is based on retrospective questionnaire based surveies of sail ship riders on reasonably short sails. It would be interesting and valuable to look at a survey of the impact of mal de mer on job/mission public presentation of the smaller Maritime Coastal Defence Vessel ( MCDV ) Fleets and the larger Patrol Frigates ( CPF ) and Destroyer Fleets on both seashores now that the crews of all these fleets are much more diverse than the last clip this was looked at by Colwell in 1989 ( 21 ) .How does Mal de debarquement syndrome tantrum into the gesture illness spectrum?Cha ( 4 ) , and Parker ( 5 ) took a retrospective expression at instances of MdD in an effort to quantify its natual history and clinical characteristics ( 4 ) and suggest a class of intervention to get down with ( 5 ) . Notes: Cha ( 4 ) – 64 patients in the survey – basically normal test and trials -boat travel the most common trigger ( 81 % of instances looked at ) -median age at first onslaught was 38yo and 75 % were female–Figure 1: Drugs available in CF H Svc Formulary ( 7 ) shown to be effecive in the direction of Motion Sickness. Drug Drug Identification Number ( DIN ) Time interval required prior to exposure Recommended dosage Dose frequence Notes Dose Dextroamphetamine[ 2 ] 5mg 00001924516 1-2 hour 5-10 milligram q 4-6 H Particular mandate required through CFDEC[ 3 ] 10mg 00001924559 15mg 00001924567 Dimenhydrinate 1-2 hour 50-100 milligram q 4-6 H Multiple readyings avail Meclizine 25mg 00220442 2 hour 25-50 milligram q 6-24h When current supply depleted will no longer be available/manufactured for Canada Promethazine 25mg/ml inj 00000575178 1.5 – 2 hour 25 milligram q 4-6 hour 25mg unwritten 00000575178 Scopolamine Patch 1.5mg ( 1 milligram delivered over three yearss ( 24 ) ) 8 hour One spot behind ear Change every 72 hour TransDerm V

Car Manufacturer

Toyota is one of the company car manufacturer. Cars like Vios, Hilux, Sienna, Prius, Avanza, Fortuner and many more are the product that has being produce by Toyota to identify and target a market segment. Based on our analysis, the segment that has being targeted by Toyota is the Geographical, Demographic, Psychographic and Behavioral segmentation. On Geographical segmentation, Toyota has target different car in different country. Like American, Toyota has conquered the market by introduced the car Prius that is green environmental because the company know the American needs oil saving cars.On Demographic segmentation, Toyota has also target the market by gender, family size, family life cycle, income and occupation. Toyota has mostly target the women for several of their models like the Toyota Prius because women influence more on purchase decision. Other than that, Toyota has also target on family market by introducing cars like Avanza that can fit a person or a big family inside. Besides that, Toyota has also target the market that is lowered and middle income by introduced cars like Vios.It has make every people can afford a car that is high quality and economic with low price. Toyota has also targeted the industrial market by produce the cars like van and trucks that can be use in different section of occupation. Vans like Toyota Hiace are usually use in delivering goods and worker. Truck like Toyota Hilux are usually use in estate because can travelling obstacle and load goods. On psychographic segmentation, Toyota has targeted the market by lifestyle, social class and personality traits.Toyota has manufacture cars that is higher status by upgraded the design and also the engine of the car. Those car has being named Toyota Racing Development (TRD). The company has manufacture these cars so that the person that has higher lifestyle, social class and personality traits can have more choices instead of the normal types of the cars. Cars like Celica and Supr a are also the types of car that has higher lifestyle, social class and personality traits.Besides that, Toyota has also manufacture cars like Prius that is friendly environment and value conscious. On behavioral segmentation, Toyota has targeted the market by the occasions, benefits sought, user status and user rates. The company has manufacture luxury cars like Estima that can be use in different occasions like wedding. Besides that, the company has also manufactures cars like Prius that is friendly environment based on the benefits sought that the customer can enjoy the free environmental and also can reduce cost of buying fuel.Cars like Toyota Super Kings is manufacture to targeted the user status market. People that is using the cars can be categorized as high status people because of the price of the car and hard to affordable. Toyota has also targeted the market by the user rates when the people are more preferred on cars. So the company has designed more cars like Vios, Camr y, Corolla Passo and many more. These are the market segmentation that we have analyzed and the also the variables that the Toyota has being targeted.

Intimate Partner Violence (IPV) Coursework Example | Topics and Well Written Essays - 500 words

Intimate Partner Violence (IPV) - Coursework Example The Social Learning theory argues that the tendencies to be involved in violent acts can be transmitted from one generation to the other. The Feminist Theory, on the other hand, argues that male dominance in the society has an overall effect on how relationships work and are based (Jewkes, 2002). From an assessment point, violence may be caused by among other factors stress from the workplace or general hardships from life itself, partners who experienced child abuse are also more likely to be involved in violent acts, poverty is also a contributing factor (Bachman & Saltzman, 1995), Use of drugs and alcohol is also another factor that causes IPV. Children who have been raised in families that have very strict family values and traditions are also likely to experience these bouts of violence (Bachman & Saltzman, 1995). From the case study, we can learn a few things. Mrs. Jacques has been through violent lifestyle right from when she was young. Based on the description of her children that have been given, the Social Learning Theory has been extended to her children by her. In addition, her youngest son has been shown to exhibit violent behavior by being very rough with her siblings and when playing and not following instructions which are traits that are directly attributable to Mr. Jacques. In another case is that where we are shown of the feminist theory. Mrs. Jacques believes that she has to be very supportive of her husband and believes that he is always right. Her mother also approves of this when she says that she should stay at home with the kids. Another assumption that has been made is where Mr. Jacques could have been violent as a result of work or his overuse of drugs. Mr. Jacques could also have come from a background that was overly strict and, thus, he might have carried forward those attributes to his family. To be able to engage the family there should be a number of factors to consider, such as the willingness of family members to be engaged. However, the first step should involve engaging the parents before heading to the kids who are obviously affected by the events in the family. Mr. Jacques needs to deal with his outbursts, get a job and also quit his drinking problem.  

Essay on Finance Law Example | Topics and Well Written Essays - 1000 words

On Finance Law - Essay Example As in the case of Salomon Vs Salomon, the court held that the two were separate entities. Walter therefore has the fiduciary duty to negotiate on behalf of the company while putting the interest of the company first. 1b. (i) According to the signed document that constituted the contract, the interest rate on the loan is 8%. Eight percent is therefore the appropriate interest rate that should be legally charged on SE Pty Ltd. Charging any rate lower or higher than the agreed rate as per the contract constitute a breach of contract and is therefore unacceptable and illegal. The company can as a result sue the bank for breaching the term of the contract and demand damages or refund for any loss that might have been attributed to the breach (Keenan & Riches, 2007). SE Pty Ltd can thus legally insist that the interest be calculated at 8% rate. (II) There would be legal ground for the company to obtain compensation if it could not insist on the loan calculation at 8%. In the legal suit aga inst the bank, the company would contend that the calculation of interest at 11% interest made them incur additional cost and this hindered their operations. The bank would then be faced with the duty of determining the amount of compensation to award for the losses caused to the company. Moreover, SE Pty Ltd could argue that a cardinal term of the contract was breached whose impact can be determined financially. 1c. According to the banking law, the bank has a right to combine accounts without permission of the customer so long as the accounts are held in the same capacity. It was therefore in order for the bank to combine the loan account and current account because they all belong to the same company. In addition, the customer (SE Pty Ltd) owes the bank some debt. This verdict will be similar to the previous case of Garnet Vs McKewan 1872 in which the bank combined the accounts without customers permission (Hudson, 2009). On the other hand, it would be illegal for the bank to com bine the personal saving account of Walter with those of the company because the accounts belong to different owners. The saving account of Walter is completely separate from that of the company and can therefore not be combined. A similar case was in Salomon Vs Salomon in which the separate identity was ruled (Salomon, 1961). 1d. The bank promise to accept only seven installments is unenforceable as they are inconsistent with the terms of the contract signed by the parties. Despite the promise, the bank could still claim that SE Pty Ltd pays the full amount of the loan and interest charges. The promise is only admissible at the goodwill of the bank and is not; legally binding. Moreover, the promise was oral hence; it cannot bar the bank from executing the original contract agreement. Q2a. Walter cannot be forced by the bank to sell his land in Bundoora to pay the loan of $ 1 million. This is because the loan was not Walter’s personal loan but was for the company. Moreover, t he land in Bundoora is not the property of the company. The case of Salomon vs Salomon in which the separation of the property to that of the owners was determined. However, the land at Bundoora can only be sold if Walter has some financial debt to the company. The amount will however be limited to the extent of the debt Walter owes the company (Proctor, 2010). Q2b. The

Contribution of Tony Garnier and Le Corbusier Essay

Contribution of Tony Garnier and Le Corbusier - Essay Example Le Corbusier contributed to urban planning in a wide variety of contexts. One of his first forays into urbanism occurred during the 1920s when he was asked to develop structural ways of dealing with the growing squalor in the Parisian ghettos. Le Corbusier’s intention was to develop new ways of developing urban settings that would raise the quality of life for residents living in the region. Through a number of buildings and texts Le Corbusier would articulate a theory of urban planning that would become highly influential to 20th century urban planning. This theory was perhaps most comprehensively articulated in his five points on architecture. Within this approach the building structures would be lifted off the ground and walls that could be designed as the architect wished; he also made room for garden terraces and a view of the yard as a means of promoting improved atmosphere. In terms of specific influences, Le Corbusier is recognized as being among the first to recognize the importance of the automobile to 20th century planning. Within his theoretical work in this realm, Le Corbusier made great contributions to the notion of space as a shifting element of the contemporary world that individuals moved between. While this was initially an abstract notion, it would lead to urban developments in the construction of freeways and other pathways for automobiles. Even as Le Corbusier made great contributions to the theoretical development of the freeway system, his ideas did not go far enough in promoting modes of interaction within this space; as a result, later developers would have to change his theories to include exits and increased emphasis on interstate interaction. He is also credited as being among the first to theorize the contemporary city landscape, and many public housing designers in Europe and the United States have adopted his designs. His ideas oftentimes took the form of modernist notions wherein the messy urban landscape was replaced by well-designed and formed city-structures, with meticulously planned green areas. While these notions had great influence on later designers they also came under attack by theorists such as Jane Jacobs who argued that such design structures promoted stolid and boring social landscapes that were bad for modern living. Within the potential negative impacts Le Corbusier’s theories had was in its adoption by post World War II commercial real estate developers who sought artistic and intellectual justification for the construction of high efficiency housing domains that capitalized on land-use for the greatest potential profit. Tony Garnier’s contributions to 20th century urban planning came through a number of theoretical texts and planning projects that he undertook throughout his lifetimes. While his contributions span a wide range of mediums, his overarching theoretical approach is perhaps best articulated in the text Une Cite Industrialle (Hall 2002). In this text Garni er established the cultural context for his theories and linked 19th century planning techniques to the 20th century urban environment. Within the social climate of Garnier’s time were the prominent changes the Industrial Revolution had on daily existence. Among the most notable changes was the influx of individuals into city environments seeking work; this

Woodrow Wilson's speech Final Address in Support of the League of Term Paper

Woodrow Wilson's speech Final Address in Support of the League of Nations - Term Paper Example The paper presents a critical analysis of Woodrow Wilson’s speech as a persuasive discourse necessitates an in-depth understanding of the various aspects of a persuasive speech. Persuasive speeches are governed by both communicative intentions and persuasive intentions and the ultimate goal of such a discourse is to exert favorable responses in the minds of the audience. Any persuasive speech aims at â€Å"influencing values, ideas, beliefs and attitudes of the audience† and as such persuasive speeches try â€Å"to convince people to come a different idea, attitude and belief, react to something, consider doing things they were previously unwilling to do.† All throughout the speech Woodrow Wilson’s attempts to persuade a target audience are clearly evident. He repeatedly addresses the audience as â€Å"fellow countrymen† and â€Å"my fellow citizens.† In the very beginning of the speech itself he tries to make a rapport with the audience by e xplicitly stating that they are not far from him. Towards the second paragraph of his speech Woodrow Wilson introduces the issue of League of Nations by emphasizing that there are ‘organized propaganda against the League of Nations’ and that there are men who â€Å"have been busy creating an absolutely false impression of what the treaty of peace and the Covenant of the League of Nations contain and mean.† He goes on to purport that it is people who are sympathetic towards certain bodies of foreign nations who protest against the treaty. Wilson also takes conscious efforts to adapt the content of the speech to the ideas, attitudes and values of the audience. He was quite aware that many of the senators and the Americans regarded the treaty as a mere settlement with Germany. He purports: â€Å"It is not merely a settlement with Germany; it is a readjustment of those great injustices which underlie the whole structure of European and Asiatic society.†4 He al so argues that the treaty is the people’s treaty and that there are several treaties to follow the same line as that of League of Nations. Historical evidences show that Woodrow Wilson toured the whole nation in order to turn the American public opinion in favor of the League of Nations. He paid great value to the settlements agreed at the Paris Peace Conference and it was a very difficult task for him to convince the U.S. Congress and get their approval for the treaty of League of Nati

Fortune 500 CEO of Boeing Term Paper Example | Topics and Well Written Essays - 750 words

Fortune 500 CEO of Boeing - Term Paper Example As stated in the ‘executive biographies’, The honors and recognition he received include John W. Dixon Award (2011) from the Association of the U.S. Army, Turning Point Award (2012) from the U.S. Army War College Foundation, Semper Fidelis Award (2012) from the Marine Corps Scholarship Foundation, and National Management Association's Executive of the Year (2008). McNerney has been a big success as a strategic leader throughout his extensive career. The key aspect of his strategic leadership is the emphasis he gives to the growth of others. Unlike many other entrepreneurs, Jim gives more importance to his crew than the company’s strategy or product. He disclosed this strategy to Fortune's Geoffrey Colvin; â€Å"I start with people's growth because I believe that if the people who are running and participating in a company grow, then the company's growth will in many respects take care of itself† (Colvin). Another unique quality of this strategic leader is t hat he seldom fears change but enjoys it. Admittedly, in the current global market, the Boeing Company has numerous potential opportunities. ... This situation offers potential opportunities to the Boeing Company and its leader. The firm has a strong global network and it assists the company to spread its elements of risk. This strength also benefits McNerney to easily raise adequate resources whenever necessary. An efficient research and development department would be helpful for the organization to vie with its market rivals. Similarly, the Boeing Company and its leader face some potential challenges too. Firstly, the increasing price of titanium and aluminum is likely to threaten the market position of the organization. Referring to the law of demand, the demand for Boeing aircrafts may decline if their price increases. Hence, the company may struggle to maintain its market dominance. In addition, intense competition in the industry also affects the competitiveness of the firm. The growing competition can be a tough test for McNerney’s leadership and a major challenge to the company’s future. The company has been increasingly depending on the US government contracts. This over reliance might adversely affect the firm’s viability if the federal government terminated the contracts with the Boeing Company for some reasons. Finally, the US government has recently introduced some strict regulations on the purchase of military equipments. This change also may affect the business operations of the Boeing Company. Some major steps taken by McNerney at 3M include changes in research and development activities. Those steps gave specific focus to customer orientation. Since then the company has been focusing more on the growing Chinese market. Some changes, including strict financial control were termed

CONSTITUTIONAL POLICY Research Paper Example | Topics and Well Written Essays - 750 words

CONSTITUTIONAL POLICY - Research Paper Example The rule of law is paramount in all instances, and this is manifested by adherence to the due process clause of the Fourteenth Amendment. At any rate, the Fourth Amendment guarantees American citizens against searches and seizures which are limitless and unreasonable. The police in carrying out this mandate has to comply with the strict requirements in obtaining a court-sanctioned warrant, such as stating the probable cause, the police officer giving a sworn statement, and stating specifically the persons or things to be seized, and the place/s to be searched. This may seem cumbersome to the police but it is one safeguard put in place so that no abuses are committed by officers of the law. Discussion There have been a number of cases which were precedent setting in terms of giving out concrete applications and correct interpretations of this constitutionally-guaranteed citizen right. The Fourth Amendment is a law against unreasonable searches and seizures but jurisprudence in today's courts have shifted the law somewhat to the primary protection of an individual's privacy. But on the other hand, there have been cases also where the government intruded into the private preserves of an individual based on some security issues, such as intercepting electronic or voice communications. It is important to note also the Fourth Amendment is not a blanket general type of an implied constitutional right to privacy. Some important cases are discussed below. In Weeks v. United States (1914), the main issue was the warrantless seizure by the police on items owned by Mr. Freemont Weeks. The items seized were lottery tickets to be transported through mail, which is considered as illegal. Mr. Weeks brought action on this issue, saying the seized items cannot be used against him in court, as this was a violation of right to privacy as protected under the Fourth Amendment. This case was the first application of the â€Å"exclusionary rule† in which evidence obtained illeg ally due to the absence of a valid warrant cannot be used in court; this case became a precedent for all subsequent cases. The law applied was the legal principle that the protection of the Fourth Amendment applied to everybody alike; whether an innocent citizen or somebody who is accused, its protection is held inviolate. A final decision of the court concluded to have the seized papers returned to Mr. Weeks. In a second case law, Silverthorne Lumber Company, Inc., Et Al. v. United States (1920), the Fourth Amendment protection was also invoked by said petitioners. It was a case of tax evasion in which police agents seized the company's books of accounts and other records pertaining to their business operations. Later, the seized documents were eventually ordered returned by the court but the agents made photocopies of the same documents to be used as their evidence. The final decision of the court was a promulgation of the â€Å"fruits of the poisoned tree† principle, in wh ich any subsequent evidence obtained by virtue of a warrantless seizure is tainted as violation of the Fourth Amendment. This legal doctrine is an extension of the former â€Å"exclusionary rule† cited in the previous paragraph. Any knowledge or information obtained by virtue of an illegal seizure cannot be used in court against the accused. The final decision was to state that the protection given by the Fourth Amendment extends to corporations as well. In Mapp v. Ohio (1961), it was a similar case of a violation of the

The Bribery Scandal at Siemens AG Case Study Example | Topics and Well Written Essays - 1500 words

The Bribery Scandal at Siemens AG - Case Study Example In relation to the issues, some people analyzed different things that they could use as ways of justification of the events of the scandals and assumed that it was not a serious issue. For instance, Siemens AG officials did not accept that they had involved themselves in a case of bribery by saying that the money went to the payment of an external consultant. Otherwise, the court determined the case that the money coincided with procurement of some equipment from various international markets during the period. One of the most notable cases in the contract scandals involved â‚ ¬6 million, which some Siemens AG management had paid to some foreign officials involved in a natural gas turbine contract, which Siemens AG wanted to win. Siemens AG had involved itself in several other scandals in Germany and in other countries between 2005 and 2006, and some other cases were under investigations and not yet clarified. In defense, the convicted employees argued that the action was not a vi olation of any law because it never was for a personal gain, and said that it was a plan to secure a productive deal the company needed, and the money was part of the bid. The defense the Siemens employees raised was a misinterpretation of the law because they based their arguments on the issue that, it is the custom of multinational companies, to establish their businesses on bribery and corruption, to win international contracts. This was a deviation from the ethical laws which requires companies to exercise what is right in coming up with business deals that are related to the work they are doing. According to business ethics for multinational companies, an action is moral if doing it does not contravene the culture or the wellbeing of the host country. Although there are differences in culture, in different places in the world, a wrong act remains so regardless of the place of origin of the doer and the people who do it and the perceived benefits to the trading company (Boatrigh t 335). In some cases, differences in culture have influenced the conduct of the people in the business relations because the individuals in the context depend on the perspective of the residents of country in which they trade. Many companies practice double standards which make them neglect some ethical standards they bear from their home countries and in conforming to the standards of the foreign countries, do illegal activities (Boatright 335). This could be the reason why Siemens AG involved itself in different scandals in various countries in order to secure some opportunities in the market, and ensure their competitiveness. Question 2 In failing to extend the term of service of Klaus Kleinfeld, who was the Chief Executive officer (CEO) of Siemens AG, the supervisory board did not do the right thing. The board generalized the issues of the scandals without a clear focus to the criminals in the management in an attempt to clean up the name of the company in the world market. Des pite the fact that the supervisory board of Siemens AG did not get anything to  implicate  directly on  Kleinfeld in any of the scandals; he was an active person in establishing the company as a profitable business (Krishna and Purkayastha 11). The way of thinking of the supervisory board members to clean up the top management without considering the personal contribution of those individuals was a bad generalization. This is because the integrity of the

Math Essay Example | Topics and Well Written Essays - 1250 words

Math - Essay Example ) accounted for a fifth of homicides and gang killings accounted for one twentieth. About a third were of unknown motive and the other 10% were miscellaneous motives (Best n.d.). One third of all victims know their attacker well enough to get into an argument with them. Felonies, gang related deaths, and other unknown motives make up the reason for all homicides. This does not include just the death penalty cases, but all homicides. The death penalty varies from state to state, but death penalty cases have certain criteria. Table 1 shows the exact criteria for each state. The victims must be killed during a felony in most cases. This would include robberies, rape, or drug related homicides. The pro death penalty advocates always give the statistics portraying the victims in the most sympathetic light, with the murderer in the worst light. These statistics are used to show how bad death row inmates can be. This should be a given. Only people that are criminals commit homicides during a felony. These facts are given to scare people into becoming pro death penalty. These statistics can be manipulated for the anti death penalty individuals. Out of the homicides 91.6% are first time murderers ¸ 95.1% were not incarcerated or escaped from incarceration, and so forth. Statistics are only as good as the source they come from. Anti death penalty advocates always give statistics giving race and education levels of death row inmates. Blacks are considered to be more likely to get the death penalty. This makes the death penalty racists. The facts are only 37% of blacks compared to 57% of whites are executed (The Death Penalty in the U.S. 2008). Current death row statistics show 45% white and 42% black. Race is an emotional issue. This is due to Jim Crow laws in the South. For many years white juries would not convict a white man of killing a black, but black men would be executed for the same crime on whites. This is where the myth that more black men is

Assessment Of Learning Essay Example for Free

Assessment Of Learning Essay Assessment of learning refers to strategies designed to confirm what students know, demonstrate whether or not they have met curriculum outcomes or the goals of their individualized programs, or to certify proficiency and make decisions about students’ future programs or placements. It is designed to provide evidence of achievement to parents, other educators, the students themselves, and sometimes to outside groups (e. g. , employers, other educational institutions). Assessment of learning is the assessment that becomes public and results in statements or symbols about how well students are learning. It often  contributes to pivotal decisions that will affect students’ futures. It is important, then, that the underlying logic and measurement of assessment of learning be credible and defensible. TEACHERS’ ROLES IN ASSESSMENT OF LEARNING Because the consequences of assessment of learning are often far-reaching and affect students seriously, teachers have the responsibility of reporting student learning accurately and fairly, based on evidence obtained from a variety of contexts and applications. Effective assessment of learning requires that teachers provide †¢ a rationale for undertaking a particular assessment of learning at a particular  point in time †¢ clear descriptions of the intended learning †¢ processes that make it possible for students to demonstrate their competence and skill †¢ a range of alternative mechanisms for assessing the same outcomes †¢ public and defensible reference points for making judgements Rethinking Classroom Assessment with Purpose in Mind †¢ 55. The purpose of assessment that typically comes at the end of a course or unit of instruction is to determine the extent to which the instructional goals have been achieved and for grading or certification of student achievement. (Linn and Gronlund, Measurement and Assessment in Teaching ) Reflection: Think about an example of assessment of learning in your own teaching and try to develop it further as you read this chapter. 56 †¢ Rethinking Classroom Assessment with Purpose in Mind Chapter 5 †¢ transparent approaches to interpretation †¢ descriptions of the assessment process †¢ strategies for recourse in the event of disagreement about the decisions. With the help of their teachers, students can look forward to assessment of learning tasks as occasions to show their competence, as well as the depth and breadth of their learning. PLANNING ASSESSMENT OF LEARNING The purpose of assessment of learning is to measure, certify, and report the level  of students’ learning, so that reasonable decisions can be made about students. There are many potential users of the information:†¢ teachers (who can use the information to communicate with parents about their children’s proficiency and progress) †¢ parents and students (who can use the results for making educational and vocational decisions) †¢ potential employers and post-secondary institutions (who can use the information to make decisions about hiring or acceptance) †¢ principals, district or divisional administrators, and teachers (who can use the information to review and revise programming). Assessment of learning requires the collection and interpretation of information about students’ accomplishments in important curricular areas, in ways that represent the nature and complexity of the intended learning. Because genuine learning for understanding is much more than just recognition or recall of facts or algorithms, assessment of learning tasks need to enable students to show the complexity of their understanding. Students need to be able to apply key concepts, knowledge, skills, and attitudes in ways that are authentic and consistent with current thinking in the knowledge domain. What am I  assessing? Why am I assessing? Rethinking Classroom Assessment with Purpose in Mind †¢ 57 Assessment of Learning In assessment of learning, the methods chosen need to address the intended curriculum outcomes and the continuum of learning that is required to reach the outcomes. The methods must allow all students to show their understanding and produce sufficient information to support credible and defensible statements about the nature and quality of their learning, so that others can use the results in appropriate ways. Assessment of learning methods include not only tests and examinations, but  also a rich variety of products and demonstrations of learning—portfolios, exhibitions, performances, presentations, simulations, multimedia projects, and a variety of other written, oral, and visual methods (see Fig. 2. 2, Assessment Tool Kit, page 17). What assessment method should I use? Graduation Portfolios Graduation portfolios are a requirement for graduation from British Columbia and Yukon Senior Years schools. These portfolios comprise collections (electronic or printed) of evidence of students’ accomplishments at school, home, and in the community, including demonstrations of  their competence in skills that are not measured in examinations. Worth four credits toward graduation, the portfolios begin in Grade 10 and are completed by the end of Grade 12. The following are some goals of graduation portfolios: †¢ Students will adopt an active and reflective role in planning, managing, and assessing their learning. †¢ Students will demonstrate learning that complements intellectual development and course-based learning. †¢ Students will plan for successful transitions beyond Grade 12. Graduation portfolios are prepared at the school level and are based on specific Ministry criteria and standards. Students use the criteria and standards as guides for planning, collecting, and presenting their evidence, and for self-assessing. Teachers use the criteria and standards to assess student evidence and assign marks. There are three major components of a graduation portfolio: 1. Portfolio Core (30 percent of the mark). Students must complete requirements in the following six portfolio organizers: arts and design (respond to an art, performance, or design work); community involvement and responsibility (participate co-operatively and respectfully in a  service activity); education and career planning (complete a graduation transition plan); Employability skills (complete 30 hours of work or volunteer experience); information technology (use information technology skills); personal health (complete 80 hours of moderate to intense physical activity). 2. Portfolio Choice (50 percent of the mark). Students expand on the above areas, choosing additional evidence of their achievements. 3. Portfolio Presentation (20 percent of the mark). Students celebrate their learning and reflect at the end of the portfolio process. ( Portfolio Assessment and Focus Areas: A Program Guide) 58 †¢ Rethinking Classroom Assessment with Purpose in Mind Chapter 5 Assessment of learning needs to be very carefully constructed so that the information upon which decisions are made is of the highest quality. Assessment of learning is designed to be summative, and to produce defensible and accurate descriptions of student competence in relation to defined outcomes and, occasionally, in relation to other students’ assessment results. Certification of students’ proficiency should be based on a rigorous, reliable, valid, and equitable process of assessment and evaluation. Reliability  Reliability in assessment of learning depends on how accurate, consistent, fair, and free from bias and distortion the assessment is. Teachers might ask themselves: †¢ Do I have enough information about the learning of this particular student to make a definitive statement? †¢ Was the information collected in a way that gives all students an equal chance to show their learning? †¢ Would another teacher arrive at the same conclusion? †¢ Would I make the same decision if I considered this information at another time or in another way? Reference Points Typically, the reference points for assessment of learning are the learning  outcomes as identified in the curriculum that make up the course of study. Assessment tasks include measures of these learning outcomes, and a student’s performance is interpreted and reported in relation to these learning outcomes. In some situations where selection decisions need to be made for limited positions (e. g. , university entrance, scholarships, employment opportunities), assessment of learning results are used to rank students. In such norm-referenced situations, what is being measured needs to be clear, and the way it is being measured needs to be transparent to anyone who might use the assessment  results. Validity Because assessment of learning results in statements about students’ proficiency in wide areas of study, assessment of learning tasks must reflect the key knowledge, concepts, skills, and dispositions set out in the curriculum, and the statements and inferences that emerge must be upheld by the evidence collected. How can I ensure quality in this assessment process? Rethinking Classroom Assessment with Purpose in Mind †¢ 59 Assessment of Learning Record-Keeping Whichever approaches teachers choose for assessment of learning, it is their records that provide details about the quality of the measurement. Detailed records of the various components of the assessment of learning are essential, with a description of what each component measures, with what accuracy and against what criteria and reference points, and should include supporting evidence related to the outcomes as justification. When teachers keep records that are detailed and descriptive, they are in an excellent position to provide meaningful reports to parents and others. Merely a symbolic representation of a student’s accomplishments (e. g. , a letter grade or percentage) is inadequate. Reports to parents and others should identify the  intended learning that the report covers, the assessment methods used to gather the supporting information, and the criteria used to make the judgement. Feedback to Students Because assessment of learning comes most often at the end of a unit or learning cycle, feedback to students has a less obvious effect on student learning than assessment for learning and assessment as learning. Nevertheless, students do Ho w can I use the information from this assessment? Guidelines for Grading 1. Use curriculum learning outcomes or some clustering of these (e. g. , strands) as the basis for grading. 2.  Make sure that the meaning of grades comes from clear descriptions of curriculum outcomes and standards. If students achieve the outcome, they get the grade. (NO bell curves! ) 3. Base grades only on individual achievement of the targeted learning outcomes. Report effort, participation, and attitude, for example, separately, unless they are a stated curriculum outcome. Any penalties (e. g. , for late work, absences), if used, should not distort achievement or motivation. 4. Sample student performance using a variety of methods. Do not include all assessments in grades. Provide ongoing feedback on formative  performance using words, rubrics, or checklists, not grades. 5. Keep records in pencil so they can be updated easily to take into consideration more recent achievement. Provide second-chance assessment opportunities (or more). Students should receive the highest, most consistent mark, not an average mark for multiple opportunities. 6. Crunch numbers carefully, if at all. Consider using the median, mode, or statistical measures other than the mean. Weight components within the final grade to ensure that the intended importance is given to each learning outcome. 7. Make sure that each assessment meets quality standards (e.g. , there should be clear targets, clear purpose, appropriate target-method match, appropriate sampling, and absence of bias and distortion) and is properly recorded and maintained (e. g. , in portfolios, at conferences, on tracking sheets). 8. Discuss and involve students in grading at the beginning and throughout the teaching and learning process. (Adapted from O’Connor, How to Grade for Learning ) Resource: Marzano, Transforming Classroom Grading 60 †¢ Rethinking Classroom Assessment with Purpose in Mind Chapter 5 rely on their marks and on teachers’ comments as indicators of their level of  success, and to make decisions about their future learning endeavours. Differentiating Learning In assessment of learning, differentiation occurs in the assessment itself. It would make little sense to ask a near-sighted person to demonstrate driving proficiency without glasses. When the driver uses glasses, it is possible for the examiner to get an accurate picture of the driver’s ability, and to certify him or her as proficient. In much the same way, differentiation in assessment of learning requires that the necessary accommodations be in place that allow students to make the particular learning visible. Multiple forms of assessment offer multiple pathways for making student learning transparent to the teacher. A particular curriculum outcome requirement, such as an understanding of the social studies notion of conflict, for example, might be demonstrated through visual, oral, dramatic, or written representations. As long as writing were not an explicit component of the outcome, students who have difficulties with written language, for example, would then have the same opportunity to demonstrate their learning as other students. Although assessment of learning does not always lead teachers to differentiate  instruction or resources, it has a profound effect on the placement and promotion of students and, consequently, on the nature and differentiation of the future instruction and programming that students receive. Therefore, assessment results need to be accurate and detailed enough to allow for wise recommendations. Reporting There are many possible approaches to reporting student proficiency. Reporting assessment of learning needs to be appropriate for the audiences for whom it is intended, and should provide all of the information necessary for them to make reasoned decisions. Regardless of the form of the reporting,  however, it should be honest, fair, and provide sufficient detail and contextual information so that it can be clearly understood. Traditional reporting, which relies only on a student’s average score, provides little information about that student’s skill development or knowledge. One alternate mechanism, which recognizes many forms of success and provides a profile of a student’s level of performance on an emergent-proficient continuum, is the parent- student-teacher conference. This forum provides parents with a great deal of information, and reinforces students’ responsibility for their learning. The Communication System Continuum: From Symbols to Conversations (O’Connor, How to Grade for Learning ) Grades Report cards (grades and brief comments) Infrequent informal communications Parent-teacher interviews Report cards with expanded comments Frequent informal communication Student-involved conferencing Student-led conferencing Reflection: What forms do your reports of student proficiency take? How do these differ according to audience? Rethinking Classroom Assessment with Purpose in Mind †¢ 61 Assessment of Learning An Example of Assessment of Learning. Elijah was interested in assessing student mastery of both the modern and the traditional skills required for survival in the Nunavut environment where he teaches. The overarching theme of survival is taught in the early grades and culminates at the senior level in a course delivered in Inuktitut. Students learn how to take care of themselves and others, and how to adapt what they know to the situation at hand. Survival requires not only skills and knowledge, but also a concept the Inuit people call qumiutit, or the ability in an emergency situation to pull out of stored memory information that will enable a person to cope, not panic. Traditionally, this was learned in a holistic manner, grounded in Inuit traditional guiding principles that were nurtured and developed from birth, and taught and reinforced in daily living. Throughout the term, Elijah took his students to an outdoor area to practise on-the-land survival activities, using both traditional and modern methods. He always took with him a knowledgeable Elder who could give the students the information they needed to store away in case of emergency. The students watched demonstrations of a skill a number of times. Each student then practised on his or her own, as Elijah and the Elder observed and assisted. Elijah knew that students need to have a high level of expertise in the survival skills appropriate for the northern natural environment. Elijah assessed each student on each survival skill (e. g. , making fire the traditional way, tying the knots required for the qamutik cross-pieces on a sled). What am I assessing? I am assessing each student’s performance of traditional and modern survival skills. Why am I assessing? I want to know which survival skills each s tudent has mastered and their readiness to s urvive in the natural environment. 62 †¢ Rethinking Classroom Assessment with Purpose in Mind. Chapter 5 Elijah knew that the best way to determine if students have mastered the skills is to have them perform them. When students believed they were ready, Elijah created an opportunity for them to demonstrate the mastered skill to a group of Elders, who then (individually, then in consensus) determined if the performance was satisfactory. A student’s competence in a survival skill is often demonstrated by an end product. For example, competence in knot tying is demonstrated by a knot that serves its purpose, and competence in fire building is demonstrated by a fire that is robust. As the Elders judged each student’s performance of the skills, Elijah recorded the results. He shared the information with each student and his or her parents in a final report, as shown here. Ho w can I use the informatio n from this assessment? Now that I know which skills each of the students has mastered, I can report this information to the s tudents and their parents. I can use this information to identify a learning path for each s tudent. How can I ensure quality in this assessment process? Ensuring quality with this approach involves clear criteria: either the student performs the skill s uccessfully or does not. I need to provide adequate opportunities for the s tudent to demonstrate the skills under various conditions and at various times. What assessment method should I use? I need an approach in which students can demonstrate the traditional survival skills that they learned. The method I choose should also allow me to identify which skills they did not master. Rethinking Classroom Assessment with Purpose in Mind †¢ 63 Assessment of Learning Shelters: †¢ emergency shelters †¢ igloo building4 †¢ qamaq5 †¢ tents Transportation needs: †¢ making the knots required for the qamutik cross pieces on a sled †¢ building a kayak/umiak. †¢ fixing a snowmobile (spark plugs, repairing track, drive belt) †¢ keeping a boat seaworthy Navigational issues: †¢ reading the land †¢ reading the sky †¢ understanding seasonal variations †¢ reading inuksuit †¢ using GPS †¢ map reading Preparation for land travel: †¢ packing a qamutiq (sled) †¢ load, balance †¢ necessities: snow knife, rope, food, water, heat source †¢ letting others know where you are going †¢ necessary tools, supplies, snowmobile parts, fuel †¢ using communication devices Food sources: †¢ plants and their nutritional properties †¢ hunting, skinning, and cutting up seal, caribou, etc. †¢ kinds of food to take on the land,  and their nutritional properties ____________________ 4. Expertise in igloo building includes understanding of types of snow, the shape and fit of blocks, and the use of a snow- knife. 5. A qamaq is a rounded house, built of scrap wood or bones, and covered with skins, cardboard, or canvas. Report on Survival Skills Student: _______________________________________________ Date: _______________________ Traditional Survival Skills Modern Survival Skills Adaptability to the Seasons Attitude Success Next Steps 1) Skills Building a fire / means of keeping warm: †¢ fuel sources †¢ getting a spark †¢ propane heaters, stoves †¢ clothing. 2) Relationship to the Seasons Assessing conditions / recognizing danger signs: †¢ seasonal changes †¢ land changes †¢ water changes †¢ wind changes †¢ weather changes Climatic changes: †¢ weather changes and how this affects the land and water †¢ knowledge of animals and their characteristics and behaviours 3) Attitudinal Influences (Having the right attitude to learn) †¢ respect for the environment (cleaning up a campsite upon leaving, dealing with the remains of an animal, not over-hunting/fishing) †¢ respect for Elders and their knowledge †¢ ability to learn from Elders 64 †¢ Rethinking Classroom Assessment with Purpose in Mind Chapter 5. Elijah’s report identified which of the students had mastered the specified skills required to survive in the Nunavut environment. It outlined other areas (such as adaptability to the seasons and attitudinal influences) about which peers, parents, and family members would need to provide input before a comprehensive assessment could be made. The assessment also identified those students not yet ready to survive in the natural environment. But the Elders did not stop working with the students who did not reach mastery. Elders see learning as an individual path in which skills, knowledge, and attitudes are acquired along the way. If a particular skill was beyond the capability of a student, the Elders identified other areas where that person could contribute to the common good of the community, and was accepted for the gifts he or she brought to the group. In this way, the Elders helped Elijah differentiate the learning path for each of his students. SUMMARY OF PLANNING ASSESSMENT OF LEARNING Assessment for Learning Assessment as Learning Assessment of Learning Why Assess? To enable teachers to determine next steps in advancing student learning to guide and provide opportunities for each student to monitor and critically reflect on his or her learning, and  identify next steps Assess What? each student’s progress and learning needs in relation to the curricular outcomes each student’s thinking about his or her learning, what strategies he or she uses to support or challenge that learning, and the mechanisms he or she uses to adjust and advance his or her learning. What Methods? a range of methods in different modes that make students’ skills and understanding visible a range of methods in different modes that elicit students’ learning and metacognitive processes Ensuring Quality †¢ accuracy and consistency of observations and interpretations of student learning  Ã¢â‚¬ ¢ clear, detailed learning expectations †¢ accurate, detailed notes for descriptive feedback to each student †¢ accuracy and consistency of student’s self-reflection, self-monitoring, and self-adjustment. †¢ engagement of the student in considering and challenging his or her thinking †¢ students record their own learning Using the Information †¢ provide each student with accurate descriptive feedback to further his or her learning †¢ differentiate instruction by continually checking where each student is in relation to the curricular outcomes †¢ provide parents or guardians with descriptive feedback about student  learning and ideas for support. †¢ provide each student with accurate descriptive feedback that will help him or her develop independent learning habits †¢ have each student focus on the task and his or her learning (not on getting the right answer) †¢ provide each student with ideas for adjusting, rethinking, and articulating his or her learning †¢ provide the conditions for the teacher and student to discuss alternatives †¢ students report about their learning Rethinking Classroom Assessment with Purpose in Mind. †¢ 65 Assessment of Learning to certify or inform parents or others of student’s proficiency in  relation to curriculum learning outcomes the extent to which students can apply the key concepts, knowledge, skills, and attitudes related to the curricular outcomes a range of methods in different modes that assess both product and process †¢ accuracy, consistency, and fairness of judgements based on high-quality information †¢ clear, detailed learning expectations †¢ fair and accurate summative reporting †¢ indicate each student’s level of learning †¢ provide the foundation for discussions on placement or promotion †¢ report fair, accurate, and detailed information that can be used to decide the next steps in a student’s learning.