Word Count and Assessment Criteria for Conventions of Academic Writing

What is considered part of the word count?

If the word count of an assessment is considered critical, then this will be reflected in the assessment criteria for that assessment.

Generally, the title page, executive summary (or abstract), contents page, lists of tables and figures, glossary (if required), reference list, bibliography (if required) and any appendices are not part of the word count.

Everything in the main body of text, including headings, sub-headings, citations and direct quotes, is included in the word count.

Anything you consider essential for your marker to read should be in the main body of text. Anything that is supplementary or supporting material should be in the appendices. Regarding tables in the main body of text:

·A table containing mainly numeric content would not be considered part of the word count.

·A table containing mainly text content would be considered part of the word count.

The report will:

·adhere to the conventions of academic writing

·demonstrate linguistic accuracy

·adopt a professional tone and style

·demonstrate an in-depth understanding of PR theory and practice

·demonstrate analytical and evaluative skills

·construct cogent and coherent arguments/justification

·include reference to relevant theory

·demonstrate evidence of wider reading beyond the lecture content

·include suitable examples to illustrate key points

The assignment will be assessed using the following criteria:

·Intercultural communication activity (10%)

·Report content and level of analysis (40%)    

·Quality of report exposition/argument (30%)

·Report presentation: including structure and organisation of material, clarity of   writing, correctness, conventions, referencing (20%)

Strengths

• A method of deep-freezing the product has been already been developed, therefore facilitating export, storage and shelf-life.

• Derovo’s egg-based manufacturing factories are ideal for mass production.

• Ovos moles have PGI status, limiting competition and production to Portugal.

• The product is unique and charming.

• The product is lower calorie and carbohydrate than alternative pastries.

• A similar product, pastéis de nata, are currently available in the UK and sell exceptionally well (Kantor, 2019). Weaknesses

• PGI status restricts production to Derovo’s Portuguese factories.

• Competition from rival companies – there has been growing interest in export of the product to the EU market (Terranova, 2015).

• Product not well-known in United Kingdom (UK). Threats

• The export tax implications of Brexit are not yet fully known, but are likely to increase costs to the UK (Gov.UK, 2019).

• Smaller ovos moles producers may not welcome the expansion of the previously localised product, which could result in negative publicity (Terranova, 2015). Opportunities

• As yet, the export market is untapped – Derovo have the opportunity to become dominant in this market.

• EU has granted export of the product, whilst maintaining its PGI certification.

• Potential collaboration with the Association of Soft Eggs Producers of Averio (APOMA) to increase the socio-economic / employment growth of the Averio region (Costa, 2012).

• Collaboration with UK suppliers to distribute and market the product.

• Identifying the target publics (5.0);

• Ensuring that they receive and understand the key messages of the product and brand (6.3);

• Ensuring that the initial outlay costs (12.1) are reimbursed through an increase in product sales resulting from the PR campaign;

• Increase Derovo’s brand identity and reputation in a new market.

Mission

The multi-award winning Derovo Group are one of the leading European egg-product manufacturers, committed to innovation and development of new products. With five major factories in Portugal and Spain, the company has successfully expanded their operations, with the objective of further internationalising their brand through the export of a flagship product to the UK market.

Vision For Derovo / Dovo’s brand and products to become recognised and on trend in the

Scottish market, through the export and marketing of ovos moles; therefore leading to a significant increase in sales. Goals

• To trial and review the success of the export process and sales in a small market;

• For the product to then be considered for wider distribution;

• Ultimately leading to Derovo becoming a world-renowned brand, exporting innovative and quality egg-products internationally.

To develop new products for a global market and expand operations, whilst maintainin sustainability, social responsibility and tradition.

Online reach / engagement – monitor via monthly google analytics and social media performance reports.

• Sales figures – monthly and quarterly Scottish sales figures, including the geographical distribution of sales (i.e. is there a region which has not had a good uptake). Is it on target for 15% increase after 6 months?

• Opinion polls / questionnaires – 6 months review to allow campaign to be altered if required.

• Opinion polls / questionnaires - 12 months review. E.g. how well known the product / brand is; did they purchase it/ frequency of purchase.

• Sales figures - Has it met 20% sales target?

• Competitor analysis – how many companies are supplying ovos moles to exportmnmarket?

• Online reach / engagement – have engagement figures increased 60%?