Increase In Natural Disasters Health And Social Care Essay

Extreme conditions temperatures and increase in natural catastrophes in recent old ages have eventually made the policy shapers think seriously about â€Å" Climate alteration and Natural catastrophes † . The austere reappraisal and the Intergovernmental Panel on Climate Change ‘s 4th ( revised ) assessment study in 2008[ A ]had clearly stated that addition in natural catastrophes due to climate alteration will hold inauspicious affects on societal and economic sectors. The study which had declared that clime alteration will do addition in natural catastrophes in approaching old ages, has lived up to its anticipation. Harmonizing to UNISDR from twelvemonth 2008-2011 natural catastrophes have been responsible for economic amendss deserving 730 Billion USD, have adversely affected 843 million people and killed about 598,000 people around the universe. There has been an addition of more than 50 % in the figure of inundations in the last decennary in comparing to the 1990s a nd likewise the happening of entire natural catastrophes has besides increased over the last decennary. [ Mistake: Reference beginning non found ] The addition in both the strength and frequence of inundations over the last decennary has raised concerns within development bureaus, authoritiess and regional co-operations ; natural catastrophe direction has gained precedence among all stakeholders. In 2005 U.N created â€Å" The Hyogo Framework for Action †[ B ]; a planetary design for catastrophe hazard decrease attempts with a ten-year program, the model was adopted in January 2005 by 168 authoritiess at the U.N World Conference on Disaster Reduction. [ 2 ] Although all 168 states did accept the model in rule, nevertheless there has been small done to cut down nursery emanations or adapt catastrophe hazard decrease schemes across the board. Similarly in response to the December 2004 tsunami and the temblor of December 2005 in South Asia, a Particular Session of the SAARC Environment Ministers ( Male , 25 June 2005 ) adopted the Male Declaration on a corporate response to big scale natural catastrophes. A SAARC Disaster M anagement Centre ( SDMC ) was established in New Delhi in October 2006, the SDMC was created to supply policy advice and facilitate capacity constructing including strategic acquisition, research, preparation, system development, expertness publicity and exchange of information for effectual catastrophe hazard decrease and direction. [ 3 ] Policy devising has besides been activated at the province degree, for illustration the authorities of Queensland in Australia has taken enterprise on a province degree of making a policy model to cut down and undertake natural catastrophes. The model called the â€Å" Disaster Management Strategy Policy model † includes Research, Policy and Governance, Risk Assessment, Mitigation, Preparedness, Response, Relief and Recovery, Post-Disaster Assessment. [ 4 ] One might be of the sentiment that catastrophe events are probabilistic events and their happening can merely be calculated on a chance footing and there is no flight from their devastation. However it is of import to understand the effects of the happening and what can be done to assist the affected public overcome the catastrophe natural catastrophes cause. Research has shown despite the graduated table of the catastrophe, a combination of national and international policy can assist guard off disease and decease in states with functioning authoritiess. This literature reappraisal investigates old surveies conducted on the socio economic impact of inundations in context to Gender.The 2010 inundations in PakistanThe geological section of the Australian authorities defines inundations as â€Å" the covering of usually dry land by H2O that has escaped or been released from the normal confines of: any lake, or any river, brook or other natural watercourse, whether or non altered or mo dified ; or any reservoir, canal, or dike. † [ 4 ] Floods chiefly impact the human community either straight through contact with the H2O or indirectly through the harm the H2O does to the natural and human built environment. [ 5 ] â€Å" Localized inundations can hold a important impact on people ‘s physical and mental wellness. † [ 6 ] The 2010 monsoon inundations were one of the largest inundations in the history of Pakistan doing unprecedented harm and killing more than 1,700 people. The inundations affected over, 20 million people, inundated about one fifth of the state ‘s land and caused loss of one million millions of dollars through amendss to substructure, lodging, agribusiness and farm animal, and other household assets. [ 8 ] The World Bank and Asian Development Bank estimated that the implosion therapy had caused the economic system $ 9.7 billion in losingss. [ 9 ] Cases of malnutrition, stomach flu, diarrhoea, skin infections, cholera, enteric fever, malaria, and hepatitis were reported. Food monetary values dramatically increased after the implosion therapy, seting an economic strain on the full population. The southern state of Sindh was hit rather to a great extent by the inundations, it was reported that about Seven million people were affected by inundations in the state ; 1000s were trapped by inundation Waterss and had been in demand of aid. Our survey part the southern territory of Thatta was affected in a ruinous mode by the inundations, as the flow of the inundation Waterss touched 9,50,000 cusecs the lame butchs built to protect the territory ‘s public overflowed doing both Bankss of the Indus River to deluge doing tremendous sum of devastation. At the clip of deluging the province machinery which included both the provincial and federal authorities along with many international and national NGOs led the alleviation attempts and was able to avoid the happening of any larger calamity such as far dispersed hungriness or dearth. However in recent old ages uninterrupted Acts of the Apostless of terrorist act have kept the authorities preoccupied with affairs of public safety and security, this has diverted the authorities ‘s attending from institutional reform to affairs of ad-hoc nature. The presence of situational challenges has reduced province capacity to fruitfully supply basic services for which resources had already been lacking. This has limited authorities ‘s response to natural catastrophes largely to necessitate appraisal and immediate alleviation operations. The appraisals have typically focused on direct amendss of capital assets which includes figure of deceases and hurts, amendss to edifices and public substructure, loss of harvest and farm animal. Appraisals of catastrophe impacts on societal sectors such as wellness and instruction are besides limited to the measuring of amendss to school and infirmary edifices, the appraisals tend to disregard the long term affects on the wellness and instruction degrees of the affected public. Long term appraisals of societal sectors is critical even more so for a state similar Pakistan as it already struggles with low societal development indexs, ranking 145 out of 187[ C ]states in the Human Development Index and a Gender Development Index ( GDI ) ranking of 120 out of 146[ D ]states.Approachs to mensurate impact of natural catastrophesResearch workers across the universe have used diverse attacks to find the impact of inundations. In Pakistan the EU has antecedently employed the EMMA ( Emergency Market Mapping and Analysis ) , which is a rapid market analysis designed to be used in the short term wake of a sudden-onset crisis. A better apprehension of the most critical markets in an exig ency state of affairs enables determination shapers ( givers, NGOs, authorities, other human-centered histrions ) to see a broader scope of responses. The purpose of the attack is to estimate and understand the construction and operation of cardinal markets in the short term so that immediate recovery plans are in consistent to the on the land state of affairs. Although the research is utile in supplying immediate alleviation, nevertheless the attack does non take into consideration the long term effects of the catastrophe. [ 10 ] Similarly another attack which can assist givers aim their convalescence attempts is ECLAC, ECLAC ‘s methodological analysis is related to post catastrophe rating ; it focuses on rehabilitation and convalescence. It advocates utilizing a dynamic and sectoral position that enables the research workers to cipher future losingss derived by the devastation of productive constructions and forfeitures of concern chances and its middle/long term effects in different footings. The methodological analysis aims to enable its users to seek to specify if and which type of international cooperation the community affected demands. Although precise cognition of assorted sectoral amendss and losingss, present and future, suffered by the communities enables the catastrophe alleviation bureaus to put to death more specific rehabilitation undertakings, nevertheless use of a macro-perspective to estimate the amendss and provides losingss in pecuniary footings leaves out the impact on societal sect ors and chiefly focal points on economic costs. [ 11 ] In a Flood-site undertaking study on the Mulde River in Germany the research workers have taken the underside up perspective to analyse societal exposure posed by inundations. The methodological analysis seeks to categorise the fortunes that make an person or a community vulnerable and look into how some groups in these fortunes might be more vulnerable than others. The research workers who define societal exposure as â€Å" the features of a individual or group in footings of their capacity to expect, header with, resist, and recover from the impact of a natural jeopardy † chiefly concentrate on how communities and societal groups are able to cover with the impacts of a natural jeopardy. The attack provides valuable penetration into the kineticss of societal capital, but lacks item of sectoral appraisals. [ 12 ] Along with good targeted plans it is of import that recovery plans are sustainable. In Sudan, AIACC has employed a research method based upon the sustainable support conceptual model ; the research method aims to measure the public presentation of sustainable support and environmental direction steps. International Institute for Sustainable Development defines sustainable supports as being â€Å" concerned with people ‘s capacities to bring forth and keep their agencies of life, heighten their wellbeing, and that of future coevalss. Sustainable support appraisal is intended to bring forth an apprehension of the function and impact of a undertaking on heightening and procuring local people ‘s supports. It chiefly relies on a scope of informations aggregation methods, a combination of qualitative and quantitative informations indexs and, to changing grades, application of a sustainable supports model. The theoretical account focuses on five types of capital viz. ; natural, physical homo, societal and fiscal. The model employs the Livelihood Assessment Tracking ( LAST ) System to mensurate alterations in header and adaptative capacity. Quantitative and qualitative indexs are combined with the LAST system for its usage ; the LAST system is developed through creative activity of development indexs by the aid of the local community. [ 13 ] All the above mentioned models, even with their short-comings provide valuable inputs into the assessment methods of catastrophe impacts. However, the above discussed models which focus on immediate demands appraisal, macro-economic impacts, societal capital, and sustainable supports do non look to be gender sensitive and lack concentration on societal sectors in a gender sensitive mode. It has been clip and once more noted that adult females are most adversely affected by natural catastrophes. Sara-Bradshaw in her paper socio-economic impacts of natural catastrophes advocates the usage of a gender attack ; the paper states that the first measure to guaranting that the specific basic demands of adult females are addressed over the short and long term is to roll up informations broken by sex and age sections instantly after the happening of a catastrophe. This is of import because interrupting up of informations aids recognize the affects of the inundation on adult females in peculiar and aids in foregrounding the specific demands of the gender. For illustration in many instances in a Muslim state adult females might choose non to see a male physician, therefore if the research workers have the figure of adult females who need medical attending they can set up female physicians consequently. [ 14 ]Gender Aspects of Natural Disasters InternationalEnarson et al 1998, Fordham 1998, Morrow 1999 and Tapsell et al 2000 are of the position that inundations and other catastrophes can impact upon work forces and adult females in different and distinguishable ways. Similarly â€Å" It is believed that work forces and adult females will be faced with different exposures to climate alteration impacts due to bing inequalities such as, their function and place in society, entree to resources and power dealingss that may impact the ability to react to the effects of clime alteration † ( WEDO 2007 ; Commission on the Status of Women 2008 ; Carvajal et Al 2008 ; Bridge, 2 008 ) . [ 15 ] [ 16 ] [ 17 ] [ 18 ] [ 19 ] It is a basic fact that bulk of the adult females in developing states and peculiarly in the South Asiatic part are at a disadvantage when compared to their male opposite numbers. International Literature such as Tapsell et al 2003 illustrates that adult females suffer markedly more than work forces at the worst clip of deluging. Research has shown that due to socially constructed functions and duties, adult females seem to bear the most loads ensuing from clime variableness impacts. Due to the traditional gender functions in many developing states, it is seen that adult females are in charge of the house and responsible for family demands such as cookery, rinsing, hygiene, kids and raising little farm animal. Children, in peculiar misss portion these duties. In Africa, adult females do 90 % of the work of roll uping H2O and wood, for the family and nutrient readying. It is noted that adult females have to work excess work loads when faced with natural calamities as they try to pull off their mundane undertakings during an exigency state of affairs. [ 20 ] [ 21 ] Qualitative research suggests that this is because adult females have the chief duty for, and like ly, a greater emotional investing in the place than work forces. They besides normally have the cardinal duty for the attention of kids and the aged in the place, for illustration even in a station inundation state of affairs it is the cardinal duty of the adult female for acquiring the place back to normal after the inundation. [ 22 ] In many developing states and particularly in the south Asiatic part, nutrient hierarchies favor male nutritionary demands and frequently adult females nutrition and wellness demands are ignored. In Bangladesh it has been reported that â€Å" Give the already unstable nutritionary province of big Numberss of misss and adult females in BangladeshaˆÂ ¦any farther addition in favoritism would hold serious effects. † In hapless families, throughout the universe, adult females go without nutrient for the benefit of their kids or male household members. [ 30 ] [ 31 ] Furthermore an ADB study in 2001 found that in Bangladesh of the 20-30 % female headed families, 95 % are populating below poorness line. Even in developed states such as the U.K, lone parent and individual pensionary households-the bulk of which are female headed are most likely to be populating in poorness. It is noted that in some cases force per unit area on households has been so terrible that there have been studies of kids being offered for domestic employment, and of female kids being sold. The grounds informs us that adult females headed families already tend to hold limited economic resources and therefore a natural catastrophe can hold a greater impact on their supports in comparing to others. Other than the over-all poorness rates, wellness and instruction are two sectors where adult females in the part still lag behind work forces. The hapless nutritionary position of adult females makes them more susceptible to disease infection, peculiarly in developing states where there is small societal proviso and limited or no entree to proper medical attention. Poor nutrition besides makes adult females more vulnerable to catastrophes, and makes the physically strenuous undertakings of H2O and fuel aggregation more hard. Research in India has found that misss ‘ nutrition suffers most during periods of low ingestion and lifting nutrient monetary values, which is common during catastrophe state of affairss [ 36 ] [ 37 ] . Fewtrell and Kay ( 2006 ) provide grounds of inundations doing Bacterial, fungal, respiratory disease, and GI infection along with otalgia and skin roseolas among others. It is widely acknowledged in wellness research that some groups, such as adult females ( particularly pregnant adult females ) , the immature, the aged and immune compromised people are more vulnerable to wellness impacts ( particularly infection ) than other people ( e.g. Flynn and Nelson, 1998 ; White et al. , 2002 ; WHO 2004 ) . [ 28 ] Furthermore inundations can besides hold an impact on the mental wellness of the affectees. It has been suggested that adult females may endure more mental strain in certain state of affairss, due to cultural norms. Womans in hapless wellness prior to the inundation are more likely to see the implosion therapy as traumatic. When whole households move to urban slums or alleviation cantonments the adult females face challenges accommodating to the new environment. Problems include to rment, deficiency of security, undependable H2O supplies which increases their work load, and gender insensitive conditions such as deficiency of privateness besides have a tolling consequence. Long journeys to the alleviation cantonments can do both physical and mental emphasiss when coupled with experiences of sexual torment on these journeys. Women ‘s ‘ dramatically expanded attention giving functions following a catastrophe, and seting household demands before their ain, may explicate overall diminution in emotional well being. [ 29 ]Gender Aspects of Natural Disasters PakistanThe international literature on adult females in relation to climate alteration clearly highlights the terrible exposure and inauspicious exposure natural catastrophes pose to adult females in peculiar. Similarly research surveies have been conducted by different development organisations to estimate the impact of the terrible inundations that hit Pakistan late. The research consequences are in line with international research literature. As Pakistani adult females peculiarly tend to chiefly hold generative and domestic functions in the families and are hardly seeable in the public domains, peculiarly in rural countries, these features make manner for a greater impact on their socio-economic conditions from natural catastrophes. The bing state of affairs of adult females in Pakistan can non be to the full valued without an apprehension of the ways in which faith, civilization and traditions have organized societal dealingss and fractured society along category, racial, cultural and gender lines. Pakistan hence, presents a typical state of affairs from a socio-economic position. In Pakistan Men and male childs are given more weightage over the household resources in comparing to adult females and misss. A study conducted by OCHA as a Needs Assessment survey on the 2011 inundations in Sindh found that 37 % of families had reduced or skipped nutrient consumption ; pattern ad opted by adult females and misss in the family to run into the ration demands, which is similar to findings mentioned earlier from Bangladesh. [ 32 ] Nazish brohi et Al have analyzed emerging tendencies and informations, trusting chiefly on the Gender Needs Assessment ( GNA ) , the Multiaˆ?cluster Rapid Assessment Mechanism ( McRAM ) , instance surveies and emerging secondary information. Their survey includes instance surveies based on the assorted experiences of adult females to inundations. The adult females respondents in the survey have insisted that they had no anterior information about the inundations and many were taken back by surprise. The surprisingness of the inundations magnified its impact and besides increased the exposure of the inundation victims. The survey present penetrations into the experiences of adult females through instance surveies, for illustration â€Å" in Mianwali, a 30 twelvemonth old adult female, Jawwahi, rushed out with her household in waist high H2O and saw her house crumble before her ; in Charsadda, adult females awoke to calls and found H2O hotfooting into their houses † . Simila rly the survey besides illustrates how adult females hygiene had been affected due to inundations. For illustration in Kalabagh territory, â€Å" Baghat Bibi, a 60 twelvemonth old adult female with her three girls and three girls in jurisprudence visited the river every few yearss and submerged themselves ‘ in the H2O to clean themselves and their apparels, and so dry themselves while have oning the same apparels – it is reported that the they had been making it for over three hebdomads † . As adult females in rural countries are non used to traveling approximately in public infinites other than their small towns ‘ ; misss and adult females are frequently embarrassed to be seen accessing toilets and therefore do so during twilight or early forenoon. Such overpowering fortunes coupled with instances of torment can hold profound impacts on mental wellness. [ 35 ] The Preliminary Gender Needs Assessment study by UNIFEM[ E ]studies that the adult females were under terrible emphasis as the desolation caused by the inundations destroyed their limited assets, worsened their personal security state of affairs, and changed their duties as they were forced to react to exigency conditions. The study stresses upon the fact that even though adult females ‘s wellness is critical to the wellbeing of their households, after catastrophes, traditionally as health professionals, they tend to put their demands last. It besides affirms that in certain states, cultural norms such as ‘purdah ‘ bound adult females from being able to show their demands, to boot adult females besides tend to hold a opportunity of traveling unnoticed in the compensation procedure as their economic parts are normally unobserved. Similarly the adult females interviewed by IDMC in Sindh alleged that entree to income-earning chances has been their biggest challenge and a major concern for adult females caputs of family. The slow gait of recovery from the extended harm the inundations caused to the agricultural sector was expected to hold a major impact on adult females ‘s employment. Women besides lacked the certification to turn out their belongings rights. As a consequence, widows and adult females caputs of family interviewed by IDMC reported great trouble in claiming heritages, land and ownerships left at place when they fled. [ 23 ] A March 2011 study by the UN Office for the Coordination of Humanitarian Affairs ( OCHA ) found that internally displaced adult females and misss across the state could non venture out to have exigency nutrient assistance without being threatened for go againsting solitude. [ 24 ] Women complained that most wellness services available in the wake of the inundations concentrated on primary wellness attention with small specialised focal point on generative wellness for adult females. [ 25 ] A 2010 appraisal by the UN Development Fund for Women ( UNIFEM ) quoted adult females as describing sexual torment in inundation supplanting cantonments where different folks, households and small towns were placed together. [ 26 ] Hence it is indispensable that research workers while measuring the effects of inundation take both long term and short term wellness impacts into history. It is of import for the research survey to depict the characteristic impacts of inundations on wellness results, depict the factors that influence human wellness as a consequence of inundations, depict the direct wellness impacts of inundations and develop a conceptual model to assistance in the direction and rating of inundation related wellness direction. The literacy rates of adult females in developing states are much lower than their male opposite numbers. A survey by UNICEF in the wake of the 2010 inundations showed that there are gender disparities in supply side factors in Sindh including handiness of schools for misss and male childs. Pre flood establishment interrupt up by gender, degree and sector shows that at the primary degree there are 60 % assorted schools in the populace sector and 42 % assorted schools at the in-between degree. At the primary degree parents are more comfy with directing their miss kid to blend school ; nevertheless there is reluctance when it comes to middle school when the miss attains pubescence, the dropout rates are besides highest at that point and bulk of the dropouts occur when misss move from primary to middle degree. Similarly the survey provides grounds of gender disparities bing in Thatta ; the survey demonstrates the tendencies in pre and station inundation state of affairss in primary regi stration. [ 38 ] Lack of entree to instruction is n't ever related to scarceness of schools nevertheless the inaccessibility of this supply side factor can play a major function in diminishing entree to education along with the inaccessibility of female instructors every bit good. Economic costs, societal traditions, and spiritual and cultural beliefs besides limit misss ‘ educational chances peculiarly when it comes to middle and high degree schooling. As these societal development indexs become worse due to the affects of clime alteration it is of import for the governments to non merely mensurate them but besides address them with sustainable development plans. Given that work forces and adult females in the survey country are destitute with dependence on agribusiness and natural resources for their supports, natural catastrophes pose a high hazard for them. As apparent by the literature reviewed exposure seems to be higher for adult females as they do non hold alternate agencies of employment and most of all employed adult females in the survey country are employed by the agribusiness sector. More and more research workers have concluded that it is of import to choose for a gendered analysis when researching on inundation impacts, Sarah Bradshaw in her survey Socio-economic impacts of natural catastrophes: a gender analysis states â€Å" The first measure towards guaranting that the specific basic demands of adult females are addressed over the short and long term is to roll up informations broken down by sex and age section instantly after a catastrophe. † The interrupting up of informations helps research workers understand adult females specific demands better, which in bend can assist policy shapers design and implement adult females specific schemes and plans. [ 27 ] Even though the grounds provided above from both international and local research literature clearly advocates the instance for greater exposure of adult females from natural catastrophes ; non much has been done to measure the station catastrophe impact of inundations on adult females. Research surveies have remained limited to rapid appraisals or demand appraisals, station catastrophe impact have non been concentrated upon. In order to plan long term sustainable gender sensitive recovery plans it is important to understand the station catastrophe impact of inundations on adult females, maintaining this in head the present survey â€Å" Social-Economic Impact of Flood in District Thatta: A Gendered Analysis † is a pioneering work in Pakistan in which SPDC ‘s research workers have gone a measure in front from other surveies and have tried to measure the station catastrophe impact of one of the worst inundations of the century. Furthermore, research has shown that despite obstructions faced by adult females, they are already developing effectual header schemes which include accommodating their agriculture patterns. Literature such as ( WEDO, 2003 ; Gurung et al. , 2006 ; Mitchell et al. , 2007 ) pointed out that adult females are really knowing and experient with respects to get bying with clime related impacts. They are cognizant of their demands and are really advanced in the face of alteration. Communities on the frontline in accommodating to the effects of natural catastrophes need but so far frequently lack, equal information about clime alteration and version schemes. Due to the adult females ‘s lower literacy degrees in many parts, and other barriers to accessing information, such as civilization, it is critical that adult females ‘s demands are addressed in attempts to supply necessary information. [ 43 ] Ariyabandu and Wickramasighe ( 2005:26 ) suggest that although adult females are frequently more vulnerable to catastrophes than work forces ( owing to conventional gender duties and dealingss ) nevertheless they are non merely incapacitated victims as frequently represented. Womans have valuable cognition and experience in get bying with catastrophes. Yet these strengths and capablenesss of adult females are frequently ignored in policy determinations and in extenuation, thereby, leting these valuable resources to travel to waste and sometimes making dependence state of affairss. Ignorance of gender differences in the yesteryear has led to insensitive and uneffective alleviation operations that have non been able to aim adult females ‘s demands and their possible to help in extenuation and alleviation work. [ 44 ] Hence this research is besides of import because non all is glooming, as international research has suggested that in developing states already sing negative effects of clime alteration, adult females have been identified as peculiarly adaptative and advanced, hence the current research survey shall play a valuable function in doing policy shapers better understand the long term issues of Pakistani adult females in peculiar and place their strengths and failings. Taking the above into consideration, SPDC has designed a gender sensitive research survey to find the impact of the 2010 inundation of Thatta. A gender sensitive primary study is critical in assisting place Gender spreads, therefore SPDC research workers created separate questionnaires for work forces and adult females. The survey helps understand the differences in the socio-economic impact of the inundation on adult females, work forces, misss and male childs. This includes garnering gender sensitive informations on the sectors of instruction, wellness, economic, flood header capableness and the overall impact of the inundation. In order to measure and measure the consequence of inundation on the family public assistance and behaviour, the survey collects single and household information from both male and female respondents individually, doing usage of gender sensitive attacks which in the yesteryear have been limited to demands appraisals or rapid assessment surveies.

Swot for Marriott Copenhagen

Internal/ External: SWOT analysis Strength * Famous brand of Marriott hotel chain in 67 countries,focus on B2C and B2B market * Staff(130 full-time employees) and staffs turnover is only 5%- high retention level, but during summer time number of employees increases (full-time and part-time) * Advantage of location according to the centre of Copenhagen and water view * Discounts packages for customers (family discounts, free transportation before/ after cruise) and the points system * Company’s culture is orientated to the statement â€Å"How Marriott never forgets a guest. – high attention to the customer* Core product is experience for customers and also additional services * Green key hotel and Environmental Committee * A lot of rooms (383) and 11 conference rooms, which are big in European standards; * Mergers with Tivoli and transportation company Weaknesses * Customer satisfaction: 81. 2 % in 2009, 18. 8% of customers can influence negatively on reputation, becaus e of mouth-to-ear information distribution * High prices in 5* hotel (food and beverage, rooms), extra expenses (Wi-Fi); Opportunities To have more facilities: like swimming pool or water center, boat trips * Eco- food will support the idea of the â€Å"environmental fight† Threats * Monopolistic competition, 65 competitors: 3-5 star hotels in Copenhagen; * Financial situation: crisis, inflation influences on customer decisions[ 1 ]. http://marketingteacher. com/Lessons/lesson_swot. htm[ 2 ]. http://www. marriott. com/corporateinfo/glance. mi[ 3 ]. Asking receptionist[ 4 ]. http://www. marriott. com/hotels/hotel-deals/cphdk-copenhagen-marriott-hotel/? offerInfo=364544[ 5 ]. http://www. marriott. com/search/redeemRewardsPoints. mi[ 6 ]. http://www. dengroennenoegle. dk/English/Cases. aspx[ 7 ]. http://www. dengroennenoegle. dk/English/Cases. aspx[ 8 ]. http://www. marriott. com/hotels/hotel-rooms/cphdk-copenhagen-marriott-hotel/[ 9 ]. http://www. marriottdevelopment. com/index . html#brands/mhr/ performance

•Explore and discuss the issue of the continuing relevance, if Essay

†¢Explore and discuss the issue of the continuing relevance, if any, of the medieval crusades on Middle Eastern and Western societies in the early twenty-first century - Essay Example George Dennis defines holy war according to three criteria. â€Å"A holy war has to be declared by a competent religious authority, the obvious examples being a Christian pope or a Muslim caliph. The objective must be religious; again, two obvious examples are the protection or recovery of sacred shrines or the forced conversion or subjection of others to your religion. Finally, those who participate in the holy war are to be promised a spiritual reward, such as remission of their sins or assurance of a place in paradise† (45). Consequently, from these three perspectives, crusades could be viewed as holy wars for they were initiated by the Pope Urban II, its initial and hypothetic objective was really the recovery of sacred lands, and indeed the participants of the crusades were promised pardon of all their sins. But when the real goals and motives are to be contemplated, they definitely lie in more than in simple recovery of Jerusalem (Child et al 87). George Dennis believes that it is very strange of the people (both nobility and the commons) to leave their homes and travel thousands of miles in order to protect some abstract land. There is not seen any other motivation than their religious devotion. But this can be true for a small number of common crusade participants. The reason for this doubt consists in the certain amount of facts. Many of the noblemen (and even peasants) longed for some kind of a gain whether it be land or power for themselves (Child et al 60). The reason for this is evident: the younger sons of European nobility who were not supposed to obtain rule of their family lands had to search for their own lands. As for the commons, they were poor, and that is the reason (Essortment n.d.). Other reasons for the crusades seem far from religious, too. But they can rather be defined as the lust for power over the lands which became stronger and

Variable costing Assignment Example | Topics and Well Written Essays - 1000 words

Variable costing - Assignment Example Despite the various methods of pricing a firm based on its industry should select the most effective method to the firm. Costing is the main function in every firm, the rational being every firm exists in its industry with the main aim as profit making. References 8 VARIABLE COSTING Executive summary This is a report about a review of marginal costing as used in the managerial accounting system. Certain terminologies associated with the concept of marginal costing are identified in the report. The report also defines logically certain terms like variable costs, fixed costs, CVP and breakeven analysis as the key concepts. It goes ahead to prove the rational and marginal costing concepts as used in short term decision making. Being a costing technique, several assumptions such as division of cost element into fixed costs and variable costs, variable cost being considered directly proportional to the production volume, fixed costs being constant throughout the production levels and is b eing shared according to the volume of production per unit, cost is only influenced by the volume output, and at all levels, the selling price would remain unchanged, are associated with it. The report analysis gives logical evidences in manufacturing, hospitality and airline industries, as where the technique is used. Through appraisal and evaluation, it has been found to be the basis for product and service costing; hence, it is critical to identify its strengths and weaknesses (Maher, Lanen & Rehan, 2005). A recommendation has been made in this report for the marginal costing to be used in the three industries for a short term after its comparison with other alternative methods. Reconciliation of absorption and marginal costing methods has been recommended in order to cater for both short term and long term decisions. In summary, every firm is advised to use a costing method which is relevant to the firm’s decision. Introduction Variable costing is a managerial accounting concept, which according to Managerial Accounting by Ray H. Garrison, Eric W. Noreen, and Peter C. Brewer, is a costing method which has only a variable cost in the unit product cost. From its definition, Variable costs are the costs that vary with corresponding changes in the level of production. Thus, we can say variable costs are directly proportional to the volume of production. The technique is majorly for short term decision making instances rather than for outside purposes. Other methods of costing may include manufacturing cost that does not consider differentiating the costs into either fixed or variable costs (Drucker, 1999). In manufacturing cost, we consider the direct materials, direct labor and manufacturing overhead. Under this managerial accounting concept, a logical relationship between direct materials inventory and the expenses (direct labor and manufacturing overhead) incurred in the production of the end product which is delivered to the market for sale. In this case, the inventory does not fully absorb the firm’s costs. The method considers cost of goods sold to be made solely as a variable cost because it does not include fixed manufacturing overhead from the cost of inventory. Since fixed inventory is always expensed in the current period, it is normally treated as a periodic cost as the capitalizing cost which forms part of the inventory cost is often referred to as product cost (Maskell & Bargerly, 2003). When marginal costing is used to mean the cost of goods which only includes variable in its unit product cost, then variable costing may also be linked to this meaning. Variable costing

Central Moral Problem Connected with Advertising Literature review - 2

Central Moral Problem Connected with Advertising - Literature review Example The past president of US, Thomas Jefferson has said that â€Å"Advertisements contain the only truth to rely on a newspaper† and a noted British author H. G. Wells saw â€Å"advertising as legalized lying.† (Azcuenaga,1997). These two views are contradictory to each other and actually, since long back, there are different perceptions and views about advertising. Moral Problems and Advertising: There are many examples of unethical tactics by advertisers used for various business gains and let us consider one example where you reach a store through viewing an ad and as soon as you reach store you get a message that all the items have been sold out and you are offered an inferior product at the same price or at an increased price. So this is clearly an example of an unethical technique using misdirection and deception (Ethics in advertising, 2001). Advertising is a big business and millions of pounds are spent on it every month and therefore some companies try all sorts of tactics and sometimes these tactics might be illegal or immoral (Ethics in advertising, 2001). Unfortunately, in today’s world, it is becoming more and more morally degraded. In today’s advertising use of pornography, use of women models, the hype about the business and business autonomy has become more important than to lure the customers. Use of women in advertising: Images of female bodies are everywhere and women and their body parts sell everything from food to cars (Beauty and body images in the media, n.d.). Now in the today’s advertising new and younger, taller and thinner females are being portrayed and various women magazines are advertising various weight loss ads urging that anyone can lose twenty pounds (Beauty and body images in the media, n.d.).

Summary and Impact Essay Example | Topics and Well Written Essays - 250 words - 3

Summary and Impact - Essay Example Scientists demonstrated that start time of treatment affects the response of B cells to the virus. Moreover, they have shown that the response of the same B cells to the HIV differs from that to other pathogens such as tetanus or influenza. In summary, these studies provide evidence of the fact that earlier treatment of HIV is better for the health of infected people. HIV infection can affect anyone of us. The biggest problem for HIV-infected people is the fact that this infection is extremely difficult to treat and complete cure is not possible at all. Therefore, knowledge of basic features of HIV infection greatly interested me. Especially useful information is the fact that early treatment improves resistance and is more useful for our body. This fact raises questions about the periodic inspection your body for HIV infection, because in case of early identification, quality of treatment will be much higher. Thus, the annual check for infection will increase the quality of further treatment because of early detection of infection. So we should not give problems the chance to become a significant and solve it at the

Personal Protective Equipment Essay Example | Topics and Well Written Essays - 1000 words

Personal Protective Equipment - Essay Example 199). Workplace is surrounded by a number of hazards that may pose risk or injury or illness to the people working around. Chemical substances, mechanical abrasion, noise, heat, flying particles and radiation are few of the threats found at workplace (Talty, 1988, p.801). Some exposures cause minor loss while a lot of other risks may cause serious injuries. Companies can avoid potential risks by planning and setting up engineering controls to reduce risks at workplace. They can do so by installing automated or more efficient equipment, walling equipment and installing ventilation. Companies can also reduce risk through administrative control. They can limit an employee’s working hours in a certain area or make changes in working procedures (AIHA Protective Clothing and Equipment Committee, 2005, p. 1). Personal protective equipment protects against potential hazards at workplace yet it may be insufficient for many hazards. The limitations prevent it from giving complete protection and security to workers. One problem is effectiveness. Particular personal protective equipment may not be effective in all situations. For example, some respirators protect against particular gases only and not against all injurious gases. Some gloves are not effective in some chemicals. Mishandling of some equipment may be life threatening while in case of others it may not (Brauer, 2006, pp. 513 - 514). Hence, there must be specialized equipment for each special situation to overcome the associated risks. Secondly, equipment does not fit the user. The equipment must fit the user in order to be effective. For example, poorly adjusted gloves or hard hats or respirators may not protect the user well, therefore may cause injury (Brauer, 2006, pp. 513 - 514). Unfit equipment also discourages the usage of equipment and hence leads to harm. Thirdly,

The Merchant of Venice Movie Review Example | Topics and Well Written Essays - 750 words

The Merchant of Venice - Movie Review Example It is a mixture of comedy and drama, a story about love and hate, written between 1596 and 1598. This 2004 color DVD-Video can be easily found at any DVD store or library, with English language (Dolby digital 5.1) and French subtitles, it is a delightful 131 minutes entertainment. The English screenwriter, documentary film maker and director Michael Radford born in India, in 1946, to a British father and Austrian mother. He has directed the remarkable film Il Postino (Academy award nominated director), and numerous other ones as White Mischief and Dancing at the Blue Iguana. His reputation as a director is very well recognized and the critics of his adaptation of The Merchant of Venice are superb (Michael Radford, from Wikipedia). Simultaneously, the French cinematographer Benot Delhomme makes honor to his brilliant career by enriching the film with his talent. Delhomme graduated in 1982 from Ecole Nationale Suprieure Louis Lumire, and he has an extensive list of films, such as "Trois garcons sur la route" (1983), "Artemisia" (1996), "The talented Mr Ripley" (1998) and "Miss Julie" (1999). His awards include Camerimage Golden frog nom in 1993 for "Mui du du xanh", Csar award nom 1998 for "Artemisia", and Chicago IFF Special Jury Prize 2001 for "Ni neibian jid ian" (Internet encyclopedia, 2007). The cast is remarkable. ... ude Zuleikha Robinson (as Jessica), Kris Marshall (Gratiano), Charlie Cox (Lorenzo), Heather Goldenhersh (Nerissa), Mackenzir Crook (Lancelot Gobbo), Gregor Fisher (Solanio), John Sessions (Salerio), Ron Cook (Old Gobbo), Allan Corduner (Tubal), Anton Rodgers (The Duke), and David Harewood (Prince of Morocco). The play is dated in 1594-97 and the costumes and the set are very well done. The set includes public areas of Venice, the Belmont home of Portia, the house of Shylock, a court of justice in Venice. The plot emphasizes the resentment and mistrust that divide the Jewish and Christian communities of Venice in that period. Shylock, a moneylender and usurer rich Jew, carries and old feeling of resentment against the Christian Antonio, a merchant of Venice, who has insulted him numerous times in public. But he agrees to lend 3000 ducats for three months to Antonio as a way to make friends with Christians. However, the promise involved in the money transaction is that if the money is not repaid in time, he will fine a pound of Antonio's flesh. Meanwhile, in Belmont is Portia, a rich heiress that attracts numerous suitors by her wealth, beauty and virtue. Her father had predetermined that she must marry the man that chooses the casket (1 out of 3) that contains her picture. The Duke of Moro cco and the Prince of Aragon have tried and failed by choosing the gold and silver casket respectively. Bassanio's friend Lorenzo elopes with Shylock's daughter, Jessica. She converts to Christianity and escapes from his father's house with part of his possessions. Bassanio gets in love with Portia, and after choosing the correct casket they married. Portia's maid Nerissa marries Bassanio's friend, Gratiano. In the meantime, Bassanio's ships failed to return on time for him to give

An audit of current provision and critical reflection of the Learning Essay

An audit of current provision and critical reflection of the Learning Environment where intervention groups are currently conduc - Essay Example However, the effectiveness of this initiative has remained an issue of concern to a good number of modern scholars and policy implementers in the United Kingdom (Hayward, 2006, p. 257). Although the term inclusion is not a legal concept, the term is used consistently in primary schools and many middle level schools to educate professionals and community members on the significance of supporting people with disabilities to perform effective in formal and informal education system. In most instances, inclusion programmes differ consistently both in terms of implementation and definition in different schools and societies. Some variables, such as the nature and amount of support and school infrastructures, differ from child to child, school to school and from one country to another. As defined by global scholars, inclusion entails a situation where pupils with disabilities are trained in regular education classroom using the available resources on fulltime bases (Evans, 1989, p.910). Di sabled students therefore become part of the entire education systems, and therefore, they consistently participate in all areas of classroom culture. In inclusion programme, students are expected to effectively participate in various activities such as in library activities, assembly’s activities, lunchtime activities, arts activities, in physical education and in playground activities. Inclusion has its root cause in Civil Rights Movements in United Kingdom and United States of America (DFES, 2005, p. 245). The hypothesis behind the introduction of this policy was that separate training and education among children with disabilities failed to provide an overall solution to the problems that affected disabled people. Therefore, in order to attain equal access to education facilities, children with disabilities ought to be educated in the same training institution and system with children who do not have physical and mental disabilities. Purpose of inclusion for pupils with S END A good number of modern scholars have written different publications with an aim of explaining some of the main benefits of inclusion education among disabled children. However, based on the available facts, inclusion education offers an authentic learning environment among disabled children in primary schools. This benefit is based on the assumption that at one time in their lives; children with disabilities will become part of the general society. Therefore, they ought to interact with other people in order to understand the society’s norms and regulations. In interacting with community members, children who do not have disabilities will encounter people with disabilities, and therefore, effective interaction at the initial development stage will offer an avenue that will train them on some of the most effective means of dealing with physically challenged people. Therefore, in the attempt to foster competence and understanding instead of fear, it is important that child ren be exposed to people of all abilities and disabilities in their initial training. The creation of a learning environment that have microcosm of the society and that include people from all lifestyles including physically challenged people is very essential and critical in enhancing students’ future activities and performances (Kochhar, West & Taymans, 2000, p. 89). In addition, inclusion programme offers an opportunity for students to be exposed to various learning and training methods on a

Annotated Bibliography Assignment Example | Topics and Well Written Essays - 1250 words - 1

Annotated Bibliography - Assignment Example - This was another research work that looked at the epidemiology of West Vile virus in Louisiana. In the paper, a quantitative method that made use of an environmental predictive model was used. in this model, a geographic information system and remote sensing were developed to find the relationship between human cases and case in dead birds. The study concluded that there was 74% of relation. In terms of methods, there will be some level of similarity with the intended study to be carried out. However, there will be difference with the population because in the intended study, there will be an exclusive use of human populations. This study addressed the issue of predictors of hyperendemicity of West Nile virus in Texas. With the focus of the researcher to undertake a spatial analysis of the virus and its predictors in Texas, Poisson was modeled as the exclusive method to aid the researcher achieve the said goals of the study. The outcome of the study showed that Hockley, Lubbock and Lynn, which were used as primary clusters were all hotspots for the disease. Leon and Robertson were also hotspots thought used as secondary clusters. It was concluded that there is a geographic relation with contracting the disease. The method is different from the intended methodology even though the variables of the population would be slightly same. The research was addressed to the issue of the role that birds play in the spread of the West Vile virus. A quasi experiment was used as method for data collection by the researcher, where the outcome of the study showed that indeed American Tree Sparrows have a role to play in the distribution of the disease in man. Between resident species and migrating species, it was concluded that there was increased incidence of West Vile virus as compared to migrating species. In line with the proposed study, the

College Student Essay Example for Free

College Student Essay College life is changing for nearly every student. From meal plans and roommates to study abroad and college finances. College life can be a difficult thing to get used to and handle. There will be a lot of time where you doubt yourself and your decision. A lot of student became overwhelm by the requirement of college, the change that took place too fast. No matter how prepared you think you are for college, there are still of shock when you come and have to deal with responsible, the stress of school. and adapting to college campus. The most frequent complaint heard from college students is that their professors are out to fail them and ruin their chance at getting a career. But, what they need to understand is that the professors job is not to force you to do your work, they will not follow you home to make sure that you do what you have to in order to pass the class. Responsible,that seem to be the thing a lot of freshman students seem to lack. They think that they can get away with the same thing that they have been getting away with in high school, that their teacher will pressure them to do their homework and class works in order to pass the class. What they need to understand that they are paying for the education that they are getting, it is up to them if they choose to take it seriously or not. However, it is hard for some kids to go from a high school where their teacher would be on their back about the work their missing work to a college student where the professor would tell them what they need to do and it is up to them if they complete the work or not. On our defence, it hard sometime to go from having some one holding your hand to having to do everything on your own. In your first year of high school, the teacher tell you that they are not here to babysit anyone, they are here to prepare you for college. Yet,they would still hold student hand through the whole process and some can’t break through that phase and take responsible for their own success. what they should do if they are having a hard is to seek help, go see a tutor, work out a time management schedule for your self, and work on doing thing by your self. Success on any major scale requires you to accept responsibility. One of the great destroyers of college students is the belief that thing are very complex, and falling victim to stress. Stress in student happens when student are trying to adjust to college life, emotionally or mentally. Students today face many issues in their life that may clash with their college life like family problem, loss of employment, and school related issues. Student under a lot of stress can end up having depression which could cause student to believe that they are not living up to others expectation or their own expectation. Student end up giving up on their dream and getting some where in life and start doing poorly in school. Most students do not know how to handle the stress they have so they use alcohol, drugs or cheating as a stress reliever. It doesn’t get rid of the feeling you are having it only increase and get more complex until you can handle it no more. if you feel this way go see a student counslor , call a 24-hour help ling, or just find a good friend and tell them hoe you been feeling and together you can get the help you need. In times of stress, the best thing we can do for each other is to listen with our ears and our hearts and to be assured that our questions are just as important as our answers. A majority student go out of state for their college experiences, the desire to get a degree at a university can be a rewarding experience but it can be a challenges to living on campus. For many it is the first time outside of the protection of their family’s security. Coming from parent that used to provide all they need and set the boundaries they went by. When they unleash to the life of a college student where the same life they used to live don’t apply any more. Some student take advantage of their new found freedom to try new thing like drinking, smoking, parties out with friend, wasting hundreds of dollar ruin their college years. Other fall under the pressure and fall prey to depression and bad thoughts. Taking advantage of your freedom can be in a good way like joining clubs, and spending your money wisely. If you new friend want you to join with them smoking and drinking then you need to get a new group if friend that would have a positive influences on you. The only time success occurs before work is in the dictionary. Too many student enter college thinking that theres nothing but good time, friendship, and a new change of direction. They soon come face to face with the challenges and struggles of college life. The challenge of having to take care of their education, having to depend on yourself for success. The struggle of feeling like you are a fail to everyone around you. The difficulty of getting used to all you used to know. They need to keep in their mind â€Å" Before you can work smart, you must work hard†. Opportunities don’t just happen, you need to create them.

Marketing Mix and Market Segmentation

Marketing Mix and Market Segmentation Marketing mix What is the marketing mix? The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. The flowing marketing four p elements product price place and promotion of marketing mix The term marketing mix was first used in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined tterm marketing-mix. Marketing Mix is a major concept in modern marketing and involves practically everything that a marketing company can use to influence consumer perception favorably towards its product or services so that consumer and organizational objectives are attained, i.e. Marketing mix is a model of crafting and implementing marketing strategy. It is the same with the marketing mix. The offer you make to you customer can be altered by varying the mix elements. So for a high profile brand, increase the focus on promotion and desensitize the weight given to price. Another way to think about the marketing mix is to use the image of an artists palette. Some commentators will increase the marketing mix to the Five Ps, to include Others will increase the mix to Seven Ps, Price There are many ways to price a product. Lets have a look at some of them and try to understand the best policy/strategy in various situations. Customers directly relate price to quality, particularly in case of products that are ego intensive of technology based. Sony being a company which emphasize product quality, it tends to sell its products with price range from moderately-high to high-prices, depending on the use and the targeted customers. For example, Lets consider Sony series of VAIO laptops. Sony has tried to categorize the laptops according to style, user, purpose, mobility and performance, and each a corresponding price. Another element of Neil Bordens Marketing Mix is Place. Place is also known as channel, distribution, or intermediary. It is the mechanism through which goods and/or services are moved from the manufacturer/ service provider to the user or consumer. Product For many a product is simply the tangible, physical entity that they may be buying or selling. You buy a new car and thats the product simple! Or maybe not. When you buy a car, is the product more complex than you first thought? The Three Levels of a Product The Product Life Cycle (PLC) is based upon the biological life cycle. For example, a seed is planted (introduction); it begins to sprout (growth); The Customer Life Cycle (CLC) has obvious similarities with the Product Life Cycle (PLC). However, CLC focuses upon the creation of and delivery of lifetime value to the customer i.e. looks at the products or services that customers NEED throughout their live. Promotion Sales promotions for example includes free samples, discount, rebates, coupons, contents and sweepstakes, premiums, scratch cards, exchange offers, early bird prizes, etc. Another one of the 4Ps is promotion. This includes all of the tools available to the marketer for marketing communication. Sales promotion is a marketing discipline that utilizes a variety of incentives techniques to structure sales related programs targeted to customers, trade, and/or sales levels that generate a specific, measurable action or response for a product or service. People People are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered Public Relations and Publicity Public relations is a broad set of communication activities employed to create and maintain favourable relationship with employees, shareholders,to meet the individual needs of the person consuming Process Process is another element of the extended marketing mix, or 7Ps.There are a number of perceptions of the concept of process within the business and marketing. For example to achieve a 30% market share a company implements a marketing planning process. Limitation of Marketing Mix Analysis (4Ps of Marketing) Despite the fact that marketing mix analysis is used as a synonym for the 4Ps of Marketing, it is criticised (Kotler Armstrong, 2004) on the point that it caters sellers view of market analysis not customers view. To tackle this criticism, Lauterborn (1990) attempted to match 4 Ps of marketing with 4 Cs of marketing to address consumer views: Product Customer Solution Price Customer Cost Placement Convenience Promotion Communication How to Write a Good Marketing Mix Analysis To follow a simple and best approach for marketing mix analysis, it is imperative to understand the purpose of this analysis. So the basic key is to analyse the companys overall marketing strategy primarily through the strategies it follows under the 4Ps of marketing Information for Marketing Mix Analysis Students may seek information regarding market mix analysis (4 Ps) from two basic sources: market and academic. For market sources, information is easily available from a companys website, business reports, newspapers/published data on marketing, independent market survey reports and, in some cases, students may visit a retail outlet to analyse a product, its pricing and promotional strategies. However, to get more specific details, marketing and advertising academic journals and secondary data in the form of case studies can be the ideal source. Developing the marketing mix Many non-profit organizations are skilled at event marketing . Events are organized to raise the funds, including dinners, dances, coffee mornings, book ales, sponsored walks and others.The pricing god the services provided by non-profit organizations may not follow the guidelines applicable to profit oriented pricing. For example the price of CE curse organized by non-profit CE center for Gypsies may be held low to encourage poor families to take advantage of this opportunity. Some non-profit organization even provide free access to services. Marketing in non-profit organizations Non-profit organization attempt to achieve some other objectives than profit. This does not mean that they are uninterested in income as they have to generate cash to survive. However their primary goal is non economic, e.g. to provide education. Marketing is of growing importance to many non-profit organizations because of the need to generate funds in an increasingly competitive arena. Even organization who rely on government sponsored grants need to show how their work is of benefit to society: they must meet the needs of their customers. Many non-profit organizations rely on membership fees or donations, which means that communication to individuals and organization .Marketing strategy A strategy gives business a defined route to follow and a clear destination. Build a marketing strategy and you will ensure that marketing is a long-term way of working, not a one-off activity. A marketing strategy provides organisation with shared vision of the future. All too often, an organisation will perform a marketing task, such a direct mail shot, then sit back and see what happens. A strategic approach will ensure that you maximise returns on your marketing spending and boost the profits of your organisation. Strategic marketing manager has a clear picture of the future anticipates changes in the market works towards clear long/term goals Non-strategic marketing manager lives day to day without planning reacts to canges in the market has only short-term objectives During the creating of the marketing strategy the marketing manager should proceed as follows: create the team review current situation set objectives plan action Market segmentation Market segmentation is a concept in economics and marketing. A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention. The term is also used when consumers with identical product and/or service needs are Positive market segmentation.Market segmenting is dividing the market into groups of individual markets with similar wants or needs that a company divides the market into distinct groups who have distinct needs, wants, behaviour or who might want different products services. Broadly, markets can be divided according to a numbe r of general criteria, such as by industry or public versus private although industrial market segmentation is quite different from consumer market segmentation, both have similar objectives. All of these methods of segmentation are merely proxies for true segments, which dont always fit into convenient demographic boundaries divided up into groups so they can be charged different amounts. These can broadly be viewed as positive and negative applications of the same idea, splitting up the market into smaller groups. Market segmenting is dividing the market into groups of individual markets with similar wants or needs that a company divides the market into distinct groups who have distinct needs, wants, behavior or who might want different products services. Fig positive market segmentation in group. Price Discrimination Where a monopoly exists, the price of a product is likely to be higher than in a competitive market and the quantity sold less, generating monopoly profits for the seller. Market Segmentation is Critical Segmentation can make a huge difference in understanding your market. For example, when a local computer store defines its customer segments as high-end home office and high-technology small business, its segmentation says a lot about its customers. The segmentation helps the company plan its focus on the different types of potential customers MANUFACTURER CUSTOMER RETAILER Decisions with respect to distribution channel focus on making the product available in adequate quantities at places where customers are normally expected to shop for them to satisfy their needs. Depending on the nature of the product, marketing management decides to put into place an exclusive, Summary We Partner With Our Clients to Maximize Profit and Market Share Analytic Partners delivers results-oriented consulting services including marketing mix modelling, forecasting, custom analytics, and software tools designed to: .minimum price Maximize promotion effectiveness ability Support business planning Global Network, Local Experience With offices in North America, Europe, and Asia-Pacific, our global network coupled with our extensive in-country experience allows us to deliver actionable insights at local, regional, and global levels. Client-Centric, Partnership Approach Our organizational model and operating culture is one of collaboration. We work with our clients to help drive action and fully benefit from the insights identified through Please Contact Us to learn more our work. Executive Summary3 In brief, this assignment is concerned about marketing management. It  covers in details about the concept of marketing mix with the aid of Sony  organization which I have taken as a case study in exploring the way this  organization has applied the marketing mix. In this assignment the following points are going to be discussed: Sample List of Marketing Mix being used By the organization. Find out if the marketing mix used by organization is satisfactory. My suggestion to the organization concerning the marketing mix Conclusion The customer needs, usage and  budgets, ajay has provided  several home products ranging from small packages  to big audio systems. They  boast on their Hi-Fi which deliver rich music, made  richer with preset equalizer  Ã‚  settings. Among other features which Sony boast to  offer are like, multiple disc  changers which for putting many discs at a go. Also, some even house additional  features such as the ability to handle multiple  formats, track programming and  repeat and random play.

ICT for Special Educational Needs Support

ICT for Special Educational Needs Support The Potential of ICT Supporting Pupils with Special Educational Needs Chapter 1: Introduction 1.1 Background Information and Communications Technology (ICT) is the use of computers in education and offers enormous potential to teachers and pupils.  There is a growing number of consistent evidence which shows that ICT can and does improve learning outcomes, particularly in the core subjects of English and Mathematics (Cox et al, 2003).  Providing high quality software is matched to the specific needs of the individual, it can act as an effective and powerful tool in learning. While it cannot replace high quality teaching, it can enhance the learning process. The application of ICT to teaching and learning can provide many benefits such as, facilitating communication, increase access to information, improve motivation, increase problem solving capabilities and enable deeper understanding of complex ideas. ICT can provide pupils with special educational needs improved access to learning and areas of the curriculum which may have been previously inaccessible. According to Westwood (2003), â€Å"The largest single group of students with special needs comprises those with general and specific learning difficulties that are not related to any disability or impairment. Estimates suggest that this may be close to 20 per cent of the school population.  These learning difficulties most frequently manifest themselves as problems in acquiring basic literacy and numeracy skills’ which impact adversely on a child’s ability to learn in most subjects across the curriculum.† (Westwood, 2003, P5) The Audit Commission reports that one in five children in England and Wales has Special Educational Needs (SEN). This includes students with serious physical or learning difficulties but also many students whose reading, writing and numeracy skills develop slowly. Special needs include conditions such as dyslexia, physical disabilities, speech and language disorders, visual impairment, hearing loss, difficulties in communication, and emotional and behavioural difficulties.   In recent years, there has been an increase in evidence that technology can help these children overcome their communication and physical difficulties, so that they can be included in lesson activities and access a wider curriculum, as suggested by the Irish body, the Education of Science Department (ESD) in The Learning-Support Guidelines (2000), â€Å"‘Interactive computer-based systems allow the possibility of individualising the educational process to accommodate the needs, interests and learning styles of individual pupils. Individualised planning is fundamental to the successful use of ICT in supplementary teaching as it is to other forms of Learning Support. The planning process would include identifying a pupil’s individual learning needs and considering how ICT might be used to meet those needs.† (ESD, 2000, P86-87) Every learner has an entitlement to all the elements of cognitive, literacy and cultural learning. This belief is generally shared by all working with learners who experience any kind of difficulty, for whatever reason.  The introduction of the national Curriculum and the Code of Practice on the Identification and Assessment of Special Educational Needs (DfE, 1994), superseded by the new Code of Practice (2002), have given teachers the opportunity to put this clearly into practice because they provide and support a curriculum for all.  It is explicit in the National Curriculum that all learners have a right to a broad, balanced and relevant curriculum, which makes it difficult to exclude any learners from this entitlement.  Stansfield (2001) believes that incorporating ICT support strategies can be advantageous in making this occur. â€Å"For learners with Special Educational Needs (SEN), the use of ICT can convert this entitlement to reality.  The National Curriculum makes clear in each subject document that ICT should be used where appropriate, to support this process.† (Stansfield, 2001, P5) The National Curriculum (1999) identifies with this and makes clear in each subject document that ICT should be used where appropriate, to support this process. Appropriate provision should be made for pupils who need to use: Means of communication other than speech, including computers, technological aids, signing, symbols or lip-reading; Technological aids in practical and written work; Aids or adapted equipment to allow access to practical activities with and beyond school (National Curriculum, 1999) In Wales, the government have recently put forward their vision for education for Wales in the 21st Century, with a far stronger emphasis on including all learners and the use of ICT to support this.  The Learning Country: Vision into Action, (DELLS, 2006) highlights the need for a learner-centred curriculum if standards are to be raised and all learners’ experiences of education improved.  The document makes clear that all learners means just that –  including pupils with learning difficulties, specific disabilities and motivation problems; those who are gifted and talented, from different ethnic/cultural groups and looked after children.   This vision was further realised and put into place through the National Curriculum for Wales 2008, further emphasising the importance of these key issues that are central to my research.  The document Making the Most of Learning (2008a) clarifies this, suggesting that the†¦ â€Å"†¦development and application of thinking, communication and skills across the curriculum for all learners, schools should choose material that will: provide a meaningful, relevant and motivating curriculum meet the specific needs of learners and further their all-round development. So that the revised national curriculum subject orders and frameworks are truly learner-centred,† (DELLS, 2008a, P4) Legislation promotes the notion that students with SEN should have access to ICT.  ICT is incorporated into the National Curriculum and therefore access should be made to a range of devices to promote inclusion.  Access devices, such as switches, keyboard alternatives, key-guards and joy-sticks can help learners with physical difficulties to use a computer, and enable them to access the same curriculum as their peers.   Pupils, who have literacy difficulties or an impaired visual disability, should also have access to enlarged texts or speech devices and equipment in order that it is possible to hear the words and text in the way that children who do not have SEN, can read without encountering any problems.  For some students technology may be the only way to ensure they can make their thoughts and needs known.  For them, access to appropriate ICT-based solutions possibly provides the only chance of participating in society and realising their full potential. Given the vital role that ICT can play in helping children with special needs to communicate and be involved in learning, it is disappointing that there is relatively little research published in academic journals regarding the use of ICT to support inclusive practice.  Many sources of information include reports from charities and policy organisations with expertise in the area of special needs.  Amongst these groups there are a growing number of small-scale case studies being undertaken (BECTA, BDA), showing the difference that ICT can make to individuals both at school and at home. Many of these case studies are powerful evidence of the potential that technology has in making a profound difference for students.  Such studies may also provide teachers with examples of the use of different types of ICT in varying circumstances, some of which may be applicable to their own students.  Hence even though these case studies may be small-scale, they can be of significant value. The promise that technology brings to education has yet to be truly implemented across all schools successfully which is perplexing due to the strong evidence that permeates throughout educational research and government policy, even though minimal.  There are clearly many obstacles or barriers for schools to progress with the successful application of ICT for supporting their learners, whether this is due to financial support, time, misguidance or even technology overload it is unclear.  Therefore I needed to carry out my own research to investigate the potential of ICT supporting pupils with SEN and share my findings with others to support the development of ICT based pedagogy.   1.2 The Research Organisation and Aims This research will set out to investigate the potential of implementing an ICT intervention strategy to support the learning and development of pupils with special educational needs.  This will be carried out by undertaking an extensive literature review of the current research and recommendations within this field.  This will then be reflected upon, in order to acquire a clear understanding of the possibilities, features and problems related to such an intervention approach.  The information gathered through the literature review will be used to inform a Case Study, focusing on how the implementation of various ICT support techniques could provide an individual pupil, with specific learning needs, improved access to the National Curriculum. In consultation with the school’s SEN team, it was decided that Pupil A would benefit from the intervention strategies, a child with mild/moderate learning difficulties who was receiving one-to-one support 15 hours a week with a Teaching Assistant.  However, shortly after initiating participant training, pupil discussion and implementation of the intervention strategies adopted, an unexpected problem occurred with the whole Case Study.  The parent of Pupil A had been offered a new job which meant that the family had to move out of the area and the school – the research site.  Therefore, the discussion process got underway once more, in the search for a pupil who would benefit from such an intervention process, while being supportive to the research study. I finally decided upon inviting Pupil B to take part in my study, due to the similarities in the difficulties experiencing access to the curriculum as with Pupil A.  Pupil B has been diagnosed with Dyslexia and is currently receiving 15 hours of support per week and is located in the same class as pupil A, therefore the class teacher could still participate. Coupled with this similarity of circumstance for selection, was a point made within Pupil B’s Occupational Therapy Assessment Report (Appendix 10), specifying the recommendation for an ICT intervention strategy in order to support the recording of his thinking and learning. â€Å"As a Year 5 pupil it is important for ****** ‘s long-term recording needs to be developed to permit speed and endurance in order for him to devote his attention to content of work i.e. sentence construction, punctuation, etc.  Development of IT skills and a measured approach to written recording is therefore recommended.† (Appendix 11) This proved to be an ideal solution for the research, though more importantly for the pupil’s needs.  The Pupil Profile section within Chapter 4 highlights the main issues regarding Pupil B’s learning difficulties and the nature of support he requires due to his dyslexia.  Keates (2000) explains that one of the main groups of people with Special Educational Needs who could potentially obtain many benefits from ICT is those with dyslexia. â€Å"Dyslexic pupils face some difficulties in the school including problems in the processing of sound and note-taking. ICT gives access to the curriculum of the subject being taught for dyslexic pupils. Dyslexic pupils often respond positively and quickly to using computer systems, fast realising the support, facilitation and access to a learning environment that ICT affords them.† (Keates, 2000, P4) These are the main reasons for the focus on Dyslexia within this research and the selection of a pupil for the Case Study who possesses this condition. Therefore, coupled with the time frame available and considering the nature of the research site, this selection was deemed the most feasible, in respect to gauging any effect on standards and ability levels through the inclusion of ICT intervention strategies.  In order to measure any improvements a series of pre-test and post-tests will be carried out and comparison made.  Through this approach, an analysis of reading, writing and spelling will be undertaken, which are the main concerns highlighted within his Individual Education Plan and SEN statement. When considering all of these issues two questions were generated in my head which became the Key Research Questions, which act as a guide and focus. Key Question 1: Why adopt ICT in Learning Support for pupils with Special Educational Needs? Key Question 2: How can ICT encourage and facilitate teachers and peers engagement in supportive learning, in a more productive way than might otherwise happen?   These questions are considered throughout the whole research and are reflected on when considering recommendations from literature in the field, examined and discussed within the following Chapter 2.  The research methodologies adopted throughout this inquiry are described in detail in Chapter 3.  While Chapter 4 provides a detailed report of the Case Study carried out with specific reference to the overriding research questions. Finally, Chapter 5 contains a presentation and analysis of the findings exposing the successful outcomes and issues arising from the Case Study.  Conclusions are related and compared with that of claims made by literature within the field in order to justify inferences.  The concluding chapter also offers recommendations for further research and intervention processes for implementing ICT strategies for supporting pupils with SEN. The Potential of ICT Supporting Pupils with Special Educational Needs CHAPTER 2: Literary Review Technology and Pedagogy 2.1 Introduction Although the use of ICT in mainstream education has its origins in the 1970s, it has only been in recent years that the government has identified the importance of and paid special attention to the use of Information and Communications Technology (ICT)  in Special Educational Needs (SEN).  Investment in ICT and the development of policy and practice in meeting SEN requirements have created unprecedented opportunity for the inclusion of all pupils in meaningful learning experiences. This recent and welcomed emphasis on inclusion, coupled with the ever-advancing technologies, have stimulated much interest in using various ICT applications for both individualised learning and for integrating pupils with disabilities into a mainstream school environment.  This chapter provides an overview of some of the issues regarding teaching and learning with technology to support SEN, while exploring the polarized opinions that run through research and literature within this field and the possibilities which these two merging areas within education can provide an individual learner. Davitt (2005), suggest that even though for many decades educationalists and ICT specialists have advocated the potential benefits of using ICT to support and extend learning opportunities, both in mainstream and special education, it is only in recent years that research in this field  is beginning to gain substantial momentum.  Underlying this faith in ICT, whether acknowledged or not, are clear assumptions about the way in which children learn and the attributes of ICT.  The learning theories that are core to most ICT learning to date are considered by Jones and Mercer to, â€Å"†¦embody a strongly individualistic conception of learning which has dominated learning theory and educational practice in this field† (Jones and Mercer, 1993, P19) Many writers have extolled the benefits of using ICT in a learning environment with SEN, suggesting that technology can act as a great equaliser in overcoming or compensating for differences among learners. See, for example, the Code of Practice on Special Educational Needs (DfEE, 1998a), the Green Paper on Special Educational Needs (DfEE, 1997) and the SEN action programme (DfEE, 1998b) which recommends that; â€Å"There will be more effective and widespread use of Information and Communications Technology to support the education of children with special educational needs, both in mainstream and special schools† (DfEE, 1998b, P26) This idea has important implications for learners with disabilities and special educational needs because it suggests that technology can help create the conditions for equal opportunity to learn and equal access to the curriculum for all.  The appeal of technology as an equaliser for learners with special educational needs is borne out in the many materials that have been developed to address special educational needs.  In particular is the formerly National Council for Educational Technology (NCET) now British Educational Communications and Technology Agency (BECTA), who provide a range of information to help identify technologies to aid the learning process of pupils with special needs.  BECTA are the body advising the government on the use of technology in education and published a compendium of research findings entitled ‘IT works!’ (See Appendix: 1) The report made as many as 27 assertions with supportive references from research, however, the assertions made here may need to be seen in the context of a government trying to re-affirm and justify a belief in the educational potential of new technologies.  Nevertheless, they can offer a useful starting point for a discussion of the potential of ICT to enhance pupils’ learning. Professional magazines and trade shows also offer a dazzling array of devices and programmes covering all areas of the curriculum and all types of learning difficulties.  For example, the official magazine of the UK’s National Association for Special Educational Needs, ‘Special’, contains an ICT guide as a regular feature.  This feature explores a range of issues from reviews of programmes to the skills that teaching assistants need to support learners.   It covers all types of learning with technology for all kinds of learners.  Many ICT hardware and software developers such as the Semerc group currently provide training for teachers and support workers to develop their professional practice and provision for pupils with SEN requirements who use their product. 2.2 The Information Supermarket Highway The plethora of available information, software titles and hardware strategies covered under the heading ICT and SEN can be daunting.  In the pressurised world of teaching, there is little opportunity to think critically about what is available or how it should be used and would this best match an individual pupil.  In a review of the instructional effectiveness of technology for pupils with SEN, Woodward et al. (2001) examined the research on software curriculum, specifically designed for pupils with such needs.  They identified a number of design variables thought to affect academic outcomes for pupils with SEN, such as the type of feedback, visual quality, practice, strategy instruction, assessment and motivation. Woodward et al. found that there are no simple answers to the question of effectiveness: â€Å"simply because a program or approach has been validated by research does not necessarily mean it will be used as intended in practice† (Woodward, et al, 2001, P21) The rhetoric accompanying new technological devices in education, and particularly special education, seems to have been very influential, confirming new ways of thinking and talking about teaching and learning.  However, there still prevails a lack of clarity, understanding and application of technology being used to its full potential throughout the education system.   The culmination of grandiose and radical suggestions prominent in commercial slogan and catchy advertisements that are attractive to the educational eye, maybe responsible for our previous lack in informed purchasing, the appropriate matching of resources and effective teaching with the aid of technological resources to promote and maximise the learning of all pupils.   Many government papers are littered with the evidence of mismatched spending and resources for learning, that has resulted in missed opportunities, depleted tax payers finances, and a waste of genuinely keen practitioners time and efforts to provide improved services to their learners and an increased possibility of teachers becoming switched off from the possibilities of ICT enhancing teaching and learning.  The Scottish Government’s paper on Education and Disability (2002) provides a perfect example of this detrimental situation within their plan to improve access to education for pupils with disabilities. â€Å"Through the National Grid for Learning, new computers and networks are being installed in schools across Scotland to allow pupils to benefit from the use of ICT in learning. At the moment, various service providers are being contracted to install the network, but some pupils with disabilities are unable to use these computers for a variety of reasons.  Therefore, as part of their accessibility strategies, responsible bodies should make certain that contracts for any future supply of computers or upgrade of existing stock ensure that the computers (and associated furniture) are accessible or can easily be modified to be accessible to pupils with disabilities. (Scottish Executive, 2002, P 17, 47–48, www 12) What is clear from this financial miscalculation and poor organisation is that the LEA services should be providing schools with the appropriate information for purchasing ICT software and hardware.  Schools should make critical assessments on their ICT requirements in terms of what they want it do, who it is for and what are the expected outcomes from the resource.  Merely placing a PC in a classroom is not going to improve the learning experience for pupils.  Many factors have to be taken into consideration in order for the inclusion of technology to be successfully applied to pedagogy. 2.3 The Technological Pedagogical Debate In early 1998, the Department for Education and Employment (DfEE) responded to the claims made for ICT by publishing a set of criteria to form an integral part of Initial Teacher Training (ITT) courses stating that: â€Å"ICT is more than a teaching tool. Its potential for improving the quality and standards of pupils’ education is significant. Equally, its potential is considerable for supporting teachers, both in their everyday classroom role, for example by reducing the time occupied by the administration associated with it, and in their continuing training and development† (DfEE 1998, P17) This pressure on teachers to assimilate ICT in their work can, therefore, to some extent be seen to be predicated by an acceptance of the claims made in support of the educational potential of ICT.  The potential of ICT to liberate users from routine tasks and empower them, for instance, to focus on the creative and cognitive rather than procedural aspects of writing or to make accessible vast amounts of information is to some extent reflected in the National Curriculum Orders for Information Technology, which emphasise the capabilities of communicating and handling information in various forms. â€Å"Schools should provide opportunities, where appropriate, for learners to develop and apply their ICT skills across the curriculum by finding, developing, creating and presenting information and ideas and by using a wide range of equipment and software.† (DELLS, 2008b, P6) There are clearly strong claims to be made for ICT, but to view ICT as the solution to the educational challenges we face purely by virtue of its sheer existence, is misguided.  The success of ICT use depends on our familiarity with good practice firmly rooted in an understanding of how pupils learn and our reflection on optimal environments of ICT use as bases for pedagogic innovation beyond the assimilation of new technologies into prevailing traditions of classroom practice.  In view of the fundamental changes to our concept of knowledge, the learning process, the role of the teacher and human relations more widely brought about by ICT use, we need to go beyond doing the things we have always done, albeit with the help of new technologies. The core aim of the 1998 DfEE ITT for ICT was†¦ â€Å"†¦to equip every qualified teacher with the knowledge, skills and understanding to make sound decisions about when, when not, and how to use ICT effectively in teaching particular subjects†. (DfEE 1998, p. 17) In my view this aim requires a basic familiarity or relationship with learning theories and the findings from educational psychology as otherwise there is a real danger that the implementation of the computer activity may too easily encourage a distancing of teacher involvement; or as Crook (1994) suggests,   â€Å"†¦a dislocation from the normally rich context of class-based activity and discussion†. (Crook , 1994, P18) Whilst acknowledging the fundamental impact on traditional pedagogical modes, it is important to emphasise how the effectiveness of new technologies in the learning process depends on the ‘centrality’ of the role of the teacher in rendering pupils’ experiences with technology coherent, by embedding them in a context of interpersonal support.  The role of the teacher, therefore, remains pivotal, such as in identifying appropriate learning outcomes, choosing appropriate activities and structuring the learning process.   In their analysis of the contribution new technologies can make to teaching and learning, Gregoire et al. (1996) provided the following with respect to student learning: New technologies can stimulate the development of intellectual skills New technologies can contribute to the ways of learning knowledge, skills and attitudes, although this is dependent on previously acquired knowledge and the type of learning activity New technologies spur spontaneous interest more than traditional approaches Students using new technologies concentrate more than students in traditional settings These positive images are, however, balanced by two further observations of genuine significance: The benefit to students of using new technologies is greatly dependent, at least for the moment, on the technological skill of the teacher and the teacher’s attitude to the presence of the technology in teaching. The skill and this attitude in turn are largely dependent on the training staff have received in this area (Gregoire et al., 1996, P18, www10) Despite the over deterministic inference behind some of the statements, Gregoire et al. (1996) are sounding a warning that technology itself is not a panacea, and that without skilled application by the teacher its benefits may soon recede. The crucial element remains the way in which the technology is incorporated into pedagogical patterns and this is in turn dependent upon the impact it has on the personal theories of the teachers deploying the technology in their classrooms.   2.4 Scaffolding Learning Using ICT Collis et al. (1997) argue that the within a technological approach to pedagogy, the scaffolding role of the teacher is crucial, however the potential of ICT is exploited infrequently due to effective implementation of techniques being heavily reliant on the teacher providing the appropriate support for learning.  Regardless of the suggested gains from any type of technological tool, it is when the teacher supports and guides learning that these benefits are maximised (Waller, 1999).   The computer does not enhance the learning experience unless teachers incorporate ICT very carefully into the curriculum.  The role of the teacher is highly significant in the structure and outcomes of ICT based activities.  The teacher guides and directs the pupils learning through structured planning, organising the activity, interventions during the learning process and the ways pupils apply their ICT skills within various contexts. Mercer and Fisher discuss Bruner’s (1997) idea of ‘scaffolding’, where they suggest teachers need to be reflective and mindful of how they structure learning experience that require the use of technology to support pupil learning. â€Å"If we can describe and evaluate the ways that teachers attempt to scaffold childrens learning with computers then we might be able to help teachers understand and perform their role in supporting childrens computer based activities. â€Å" (Mercer and Fisher, 1997, P210) Bruner (1978) suggests that the Scaffolding process involves the adult guiding and supporting pupil learning by building on previous understanding and abilities.  In assisting the development of pupils, educators require a clear view of learning objectives and understand that their role is to support learners enabling them to develop more independently.  The amount and type of support required will vary depending on the pupil and the nature of the task.  Tharp (1993) put forward a range of strategies that can be adopted to support pupil development through an instructional conversation, described as: Modelling Contingency management Instructing Questioning Cognitive structuring Task Structuring Feedback (Tharp, 1993, P272) According to Tharp, the most productive strategy for support is providing feedback, as this enables pupils to assess their efforts to achieve set objectives, which will be taken into consideration during the planning and participant training phase of this research. Mercer (1993) suggests that the quality of understanding, of which learners obtain through the application of ICT in the classroom, will not be controlled the quality of the technological tool applied; more accurately, it is determined by the approaches utilised to interact between the teacher, pupil and the ‘interface’.  Cook and Finlayson (1999) concur with this idea and describe the application of ICT to support learning as a joint activity, â€Å"†¦the way that learners and the learning support mechanisms of teachers, computer program and fellow group members work together so that the highest possible level of performance becomes achievable.† (Cook and Finlayson, 1999, P100)   In support of this view, Labbo (2000) indicates that relying solely on technology to scaffold learning is not necessarily going to help or maximise the potential of the learner.  Applying a model based exclusively on computer aided instruction is far from ‘authentic learning’; despite the fact that certain educationalists and politicians find this model appealing and the way forward. I believe that before decisions are made to move forward within this field there is a great necessity for further research in order to realise that the combination of technology and how it can support the reciprocal roles of the teacher and child is far more significant than the technology itself.  Arguably, it is this strong pupil-teacher relationship that requires attention and what should be central to the teaching and learning process, even when the technological tool is absent from any learning experience. 2.5 The Potential of ICT Supporting SEN ICT been used to support learners with SEN within mainstream schools for some time, under the terms of assistive or enabling technology, adapting to developments in technology and educational policy changes for learners with different needs.  In Blamires (1999) it is put forward that; â€Å"Ena