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-MARKETING STRATEGY
You are required to submit your work within the bounds of the Your individual report must be handed in to the Learning Resource Centre Task The assignment addresses all of the module’s learning outcomes.在Assessment criteria Your report will be assessed on the following: • Method – the quality and depth of research including the initiative used in its collection. The quality of the analysis undertaken. Assignment presentation specification Word limit 3000 words. Please include a word count at the end of the content. A GUIDE TO BUSINESS REPORT WRITING Planning Before you start, consider WHO is the report being written for? [the addressee] This will influence the language / vocabulary / style of the content. Be concise, business reports are read by busy people, get to the point in as few words as possible. Use plain language. Only use jargon or technical terms appropriate to the audience. Do not use emotive language or slang. Write in the third person. Spelling and grammar are important to the context of the report. Make the content easy to read by being generous with space; use wide margins and have headings that stand out clearly. #p#分页标题#e# WHAT is the purpose of the report? [what does the addressee want to know?] Be clear of the objectives of the report. HOW are you going to present it? [the structure] This can only be determined after ‘who’ and ‘what’ have been established. Use of theory In a ‘real-life’ business report you would not make reference to theory. However, as this is an academic report there may be instances where you need to reference quotes or theoretical models. In this case you must use the standard Harvard referencing system. Structure / layout An important difference between an essay and a report is the layout. This aspect of a report is not merely a superficial feature of the presentation. It represents important choices made by the writer regarding the range of the material covered and the relative importance of the sections in the report. It does, therefore, play a very important role in communicating meaning to the reader. A well-structured report will have a beginning, a middle and an end. Divide the report into a sequence of headings that will guide the reader through the logical flow of the content. Think of the headings as signposts for the reader. Use main headings, sub-headings and where suitable, paragraph headings. Each should be differentiated by type (e.g. upper and lower case, bold, underlined). Though neither is essential, the decimal numbering system and bullet points are commonly used in reports. The report should consist of: Academic title page – the front cover - include module title, module code, my name, your name. Report title page – as if in ‘real-life’ – addressees, report title Contents page. Executive summary – though it comes at the beginning, this should be written last. It is a brief (250ish words max) statement of the subject matter of the main document. Introduction – the purpose and reasoning for the report (as per the assignment case study, NOT the academic process). The main body of the report. – consider language / vocabulary / style & structure NB A business report would normally end with a ‘conclusion’ or possibly ‘recommendations’. In this particular assignment, however, neither is pertinent to the content. |
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