Breakdown of the marking criterion
Criterion A: Knowledge and Conceptual understanding
“Good understanding of both the given concepts is demonstrated. The business management content selected is relevant, sufficient and well explained”.
- use of business terminology where appropriate
- application of BM concepts where appropriate
Criterion B: Application
“Given concepts and relevant business management content are well applied to explain the situation and issues of the real world organisations. Examples are appropriate and illustrative.”
- ample knowledge of the case study is needed
- concrete evidence is needed to support arguments
- avoid vague and hypothetical statements (all examples provided must be something that has occurred)
Criterion C: Reasoned arguments
“Relevant, balanced arguments are made and these are well justified.”
- minimal two for and two against for each point
Criterion D: Structure “All of the structure elements are present and ideas are clearly described”
- concise introduction related to the question
- proper structure with fit for purpose paragraphs
Criterion E: Stakeholder perspective “Balanced perspective given to relevant individuals and group perspectives”
- avoid speculative assertions such as “shareholders will be happy…”
- mention both positive and negative impact on stakeholders
Key notes
There is no fixed format for CUEGIS essay, but as long as you adhere to the recommendations below, you should be fine. Generally, based on the marking criterion, you should
- demonstrate good understanding of key BM concepts
- apply BM concepts to your case study
- ensure that all points are well justified with good elaboration and concrete evidence
- ensure you have fit for purpose paragraphs (i.e. each one should address on specific point, e.g. one for advantages and disadvantages for business, another for stakeholder perspective)
- ensure that you have a balanced essay: both pros and cons of strategy is mentioned
- use BM terminology where you can
- both group and individual stakeholder perspectives are discussed; both internal and external stakeholders are mentioned (e.g. internal individual: CEO; internal group: employee; external individual: customer; external group: pressure groups)
Sample question
With reference to an organisation that you have studied, evaluate the importance of innovation in an organisation’s growth strategies.
Introduction
- define key terms in the question (“innovation” and “growth strategies”)
- introduce your company of choice (vision/mission statement; which industry, where is the headquarters, who is the CEO etc.)
- briefly summarise the strategies you will be discussing in the essay
Body paragraph
Body paragraph 1: first strategy
- introduce strategy
Body paragraph 2: analysis of the first strategy
- advantages and disadvantages for the business
- recommended two each
Body paragraph 3: stakeholder perspectives for the first strategy
- pros and cons for stakeholders 1 and 2
- consider how each strategy has affected stakeholders
- for CEO, why did she/he choose to make this decision?
Repeat for the second strategy
Conclusion
- provide nuanced conclusion of whatever you’ve discussed on the body
- consider what is the long term impact of the company’s strategies?
Author: tangible_silence
