Campaign Name and Type: Pop Boutique, TV advert, newspaper, bill boards Planned Launch Date: June 2013 Essay

Primary Purpose or Objective What is the main outcome you intend to achieve? Tie it back to the relevant marketing objective. Pop Boutique is a business which is based in Liverpool, Manchester, Leeds and London. This company is looking to expand their business nationally and wants a full scale marketing campaign to support its strategy. The company also has many smart objectives to achieve, e.g. they are looking for awareness of the brand, growth and sales to make more profit. However these objectives have to be SMART (specific, measurable, achievable, realistic and time scale) in order to be successful and to see whether the company is developing or not. Pop Boutique has  £500,000 to spend for marketing campaign to support its strategy for up to 8 weeks. Pop Boutique wants to grow their business nationally by the end of 2013. The company wants to raise brand awareness in the UK by 2013. Because of having these objectives the main outcome which I am intended to achieve is to decide the appropriate method of advertising for the pop boutique company. I can do this by using TV advert, newspapers, bill boards, radio etc. it is extremely important for me to ensure that I stay in budget and produce these campaigns for pop boutiques. The company aim is to increase the sales by 25%. I can make the appropriate camping by using the right type of media to make people aware of my product, as this can help to achieve the company’s aim. Intended Results List any other desired outcomes of the campaign.2 Increase awareness When working in business environment it is important for Pop boutique to be able to stay ahead they need to increase the brand awareness. Because of this campaign the business would also increase their awareness in the public. Their aim is to grab their consumer’s attention about their business and the unique product. This outcome will help them to build public relation, because of advertising different ways they can increase the awareness of their products, which can help them to increase the sales. 2 Increase sales The Pop boutique business is also looking to increase their sales so they could make more profit. They are looking for this outcome because they are aiming to expand the business nationally and this is only possible, if they can increase their sales and make more profit. 3 Increase market share The main outcome is to increase the market share. This can be achieved through repetition and awareness, which makes positive, signs for the public, therefore people more likely to use Pop Boutique’s products. The company can increase market shares as having more customers in the business. 4 Increase profit Through advertisement and campaign, the Pop boutique well get well known in the public, because of this more people will going to shop from there, and also will going to recommend Pop boutique to friend and family , because of this more people will going to shop with them and they will going to make more profit. 5 Reputation of customers The Pop Boutique is aiming to ensure that their customers’ repeat their business and want their customers to buy their products regularly as well as recommend other about Pop Boutique’s unique products. Target Audience Identify the target market through segmentation. A market segment may be related to gender, age, hobbies, house type, occupation etc. Pop Boutique is an expensive organisation and their main target audience are people who have some disposable income because they have expensive prices for their product. People who like vintage clothes and wants to look like celebrities would be Pop Boutique’s customers. Target audience would be age 16 to 40 these includes teenagers because young people prefer to wear expensive, unique and fashionable clothes and also pop boutique has good brand loyalty, that’s why customers prefer to buy clothes from there. Furthermore many celebrities also like to wear vintage, funky and colourful clothes it is also beneficial to target celebrities because they can afford products easily. Specific Tactics What are the specific marketing activities – tactics † for the campaign? How will you execute each tactic? Specific Tactic How will you execute each tactic? Attention: The way I will go to take consumers attentions is by using billboards, magazine to grab the attention of the consumers. In my point of view it is extremely essential that using some graphics and pictures while communicating through publisher media, because it is best idea as people can see how the vintage design looks like. I am going to advertise it by using different method because of this I will grab people attention. To grab the attention I will also going to use the company’s logo and make sure the ads match to the colour of the company which is mostly likely orange. It would also be beneficial to use some graphics and pictures to represent what the company is trying to tell you and to reflect the image of the website, so people find it interesting to visit the stores and website and make sure they fancy product. 2 Interest: I think direct mail is the best media to get people’s attention. Through direct mail I can easily send pictures of new and designer products and special offers to make interesting for people to buy. I am going to use some special offers on clothes and use some good competitor prices to make interesting for people. This tactic is also achievable because of informing people about the different and new designer and seasonal clothes which company have. 3 Aspiration: I will increase the desire for my clothing by advertising on different websites like Facebook, twitter etc. This is extremely essential for the business because more teenagers and other people use these socialising sites in order to interact to people. Because of using these sides which are free of cost can help the Pop boutique to sell the product. I will be using these sites because I can put the pictures of new clothes up, and can get feedback from customers to see what they like and dislike. This can be achievable because it’s really easy to do. 4 Desire: Pop Boutique is very unique business so I believe using radio method is good because you can explain more details about the company within 30 seconds. This tactic is achievable by giving more details about the company and about the products. Pop Boutique is vibrant, funky and colourful with more than a suggestion of retro. Their products are unique, new fashioned and almost liked by celebrities. 5 Action: To achieve this tactic I will provide contact details through all media that I am going to use. I will provide web address through billboards, direct mail, radio, magazine, TV and newspaper. I will also let people know where to find us so people can visit to the shop.. By providing contact details customers can buy the product easily. E.g. whether to buy online or in the shop. However the company has shops in many different cities but those who can’t visit to the shop, can go on the website and buy anything they like and can be delivered to your door. The website address is: http://www.pop-boutique.com/ Required Materials/Components What materials will you require to execute the campaign? (i.e. printed materials, email designs, copywriting or design work.) Required Materials Estimated Cost Broachers cost A4 sheet folded and printed as 4 A5 pages. 20,000 broachers will be printed. And will be given to retail shops. I will be doing 20,000 copies of a4 sheet folded and printed as 4 a5 pages. And design cost  £160. 5000 copies cost  £0.10 = 20,000 copies cost  £0.40 x 20,000 + £160 =  £8,160 In a guardian Newspaper Front page  ¼ page 22cm * 5 columns For one day is  £5,573 x 7 Days =  £39,011 Billboards advertising on near round about and traffic lights. A Standard Billboard is 10 feet by 20 feet and is known as a 48 sheet. This type of Billboard starts from around  £165 per week (Minimum 2 Week booking) http://www.paintedpostermedia.co.uk/site/ I want to use bill boards advertising for two weeks near round about and traffic lights. They have 4 different stores all around the UK. And in each area there will be bill boards. When bill boards cost  £165 for one week. I will be suing bill board for 2 weeks. So  £165 x 2 x100=  £33,000 Radio London airtime Business Special 6 x 30† Commercials Per Day 6 x 30† Commercials per Day  £499.00 x 18 Days=  £8,982 30 sec TV Advertisement on ITV during Soaps 19:30 (3) times a day for seven days.  £18274 x 3 =  £54822 for 7 days :  £383,754 Direct mail Once every week Costs 1p per mail x 200,000=  £2000 x 6=  £12,000 TOTAL COST:  £8,160+ £39,011+ £33,000+ £383,754+ £12,000=  £484,907 NOTE: The references and the research for the quotations are attached behind the assignment. Key Messaging What are the key points you want to communicate in this campaign? Pop Boutique is very exotic, funky and colourful company who design retro clothes. 2 The company uses recycle fabrics to make products. One of the most unique points is that company is trusted and liked by many celebrities. 4 Pop Boutique’s clothes are more fashioned, comfort and made by high quality fabrics. 5 Value for money. What is the desired buyer response? How do you want the buyer to feel when he/she sees this campaign? The purpose of this campaign is to attract customers, make buyers aware of the website and persuade them to visit the website and check some other products out. The company wants their customers to feel free and chose the product which they prefer from Pop Boutique online selection. So the purpose of the campaign bill boards, TV ads is to let people know what they are missing, the business also wants to open nationally to let people visit to stores near their home. By this campaign I want buyer to recommend to others about Pop Boutique and pass the message through other people so because of this business can get well known. One of the main desire respond I am looking forward from viewers to purchase products from Pop Boutique so the company could increase their sales, this can help them to gain more profit. If Pop Boutique increase the profit than this will help the company to open more stores in the UK. Offer/Call to Action What do you want the prospect to do after seeing your campaign? Want customers to visit the website regularly Raise awareness for the products. Want customers to let their family and friends knows about the experience they will have after visiting to website Follow us on twitter and Facebook I want the consumers to do repeat shopping from the stores and become regular consumers and I also want them to let other knows about the Pop boutique product. As well as stores I want consumers to keep shopping from the website. Timing What is the chronology and timing of the required action steps and dates for completion? Campaign Budget Look at costs for the determined tactics. Set your budget, and remember to calculate it to the appropriate percentage of your overall marketing budget. You’re Budget for this Campaign: Percentage of Overall Marketing Budget: % Justification of Selection Consider the tactics that you have chosen. For each, please consider the: 1. Selection of content: communication of promotional message, e.g. features, performance, benefits, quality, reliability 2. Developing a promotion plan: choosing promotion mix; timing; frequency; cost; using promotion plan; media mix; use of internet The Pop boutique is retail organisation and they are aiming to expand the business nationally therefore I have to set the image and contest of the campaign in the way that can help to pass the message to the audience through campaign. First of all the main objectives of the business and campaign is to tell consumers know that Pop Boutique is a unique company who produces vibrant, funky, colourful and retro products. The message we are going to pass on is that products are so comfort, recycle fabrics has been used. We want you to try our products because these are well designed and fashioned and are liked by many celebrities. We are targeting people the age from 16 to 40 years old, because mostly the funky and colourful clothes are used by teenagers and women’s. Our audiences are both male and female but mostly females because the company has wide range of selection available for women’s. To be able to persuade customers to buy our product I am using 6 different types of media for this campaign. This is to make awareness of the brand all around the UK. The main purpose of using different type of media is that people have different interests and I don’t think only one particular media would catch consumers attention and can help us to achieve the company’s aim. Therefore choosing a variety of media would reach to the specific audience where they want to increase the awareness. The main objective of campaign is to attract more customers. Therefore our message is going to be short and we will use graphics, pictures and some colour to make it look attractive and eye catching so because of this people feel interested while looking or watching the ads campaign. The message we are going to put cross is that Pop Boutique provides unique and funky products. Therefore we are also going to inform about the summer collection, some special offers and discount on some of the products. In the publish media e.g. newspaper, TV, direct mail etc. we will put some pictures of seasonal products and prices to show people how much is going to costs. On the billboard we will only be working on where and how to contact Pop Boutique. We are also going to provide our Web address on the publish media, such as on newspaper, magazine and billboards so because of this people can find us easily. The Guardian Newspaper is a national paper therefore I think it would be the best idea to promote the campaign there. The main purpose of choosing this particular newspaper is that it is expensive and only those people read it, which have enough income to spend on their essential expenditure. In my point of view the readers of this newspaper can afford Pop Boutique products and more likely to buy it. I decided to advertise once every week for 6 weeks. But in the last week I will be advertising twice in week. The campaign could run for the longer period. I think Sunday is the best day to advertise because the majority of people have a holiday and they sit at home and read the newspaper during their tea time or when they have breakfast. I believe this is a good ways of sending the message cross. However I am also considering to advertise in different days as well, for example for the following ad comes on Saturday paper, the week after will be on Thursday paper to make sure people gets our message that we are trying to send to people. We are going to attract customers’ attention by providing some special offers. For example if you spend  £50 gets 20% off on your next shopping. We will provide a promotional code on the newspaper for customers to get some discount for online shopping while entering the promotional code on the website. We are expecting 20000 items should be sold by the respond of newspaper ads and this will possibly make at least  £300,000 sales on this promotional method. I also have chosen Radio London advertising method to make awareness of the brand and company itself in order to get well known by the consumers. I think this was the best idea because London is a Capital and tourist attraction city and this is good method to inform people about Pop Boutique so they can shop from this organisation. The radio campaign will run for 3 weeks and six times a day in order to ensure that people listen to our message. The reason of choosing a radio ad to play for 30 seconds 6 times a day because people have a busy life and they would definitely come cross the advert once in these 6 times. The time I chose is 7 o’clock in the morning, 12:30pm, half 2pm, 5:30pm and 7:30 in the evening. I have chosen these times because the research says these are the times when most audience will likely listen to the radio. The message we will send through radio is; one of the best and recognisable business who produces funky, stylish and comfy dresses for celebrities e.g. models, and also for teenager and women who belongs from high class families. Pop boutique is providing the best deals on new vintage clothes, you can also visit the website to find out more information; www.popboutique.co.uk. This business is aiming to open more stores soon all around in the UK to make life easier for you to visit to the shop. The company is expecting at least 20000 customers to visit the website and buy things and make recommendations, so Pop Boutique become one of the best and well-known vintage cloths provider. When making a campaign and aiming to interact customers billboards are one of the best ideas to use, because billboard will be read by many people across the country. I have decided to advertise on the billboard for the full 2 weeks in all of 4 cities of the UK where Pop boutique have stores in order to attain people’s attention. Billboards will have some graphics, pictures, company’ logo and web address to explain what is company targeting for, and where can you find the stores and contact detail etc. All together 100 billboards going to be used in the UK, mostly are going to be on the roads on traffic lights and motorways near the roundabouts. I also believe that direct mail and brooches is another good way to promote the business and increase customers as well as. The direct mail will be send to many of our existing customers to inform them about the new and latest product. Therefore we are also looking to promote products in a new market. We are going to send email to families to inform that we have some special offers on vintage clothes. The direct mail would be sent out once every week, giving the message of new summer collecti on and providing direct web address to visit to the website. There would be a promotional code to get some 5% discount on when they spend over  £50. I also believe that direct mail is very less read by the people but our main subject is going to be 20% off on most of the products and get 5% discount on top of it, to make people to read the direct mail. And broachers will be given to the retails hops so when people come to buy the clothes they can take the broachers and visit the stores and buy the clothes. It is A4 with 5 sided, with some graphics and other images on it. I have also decided to do an ad campaign on ITV. This is going to be a very expensive method of advertising but the company has to take this risk in order to be well-known in the UK, so they could expand the business nationally. I have chosen ITV channel because I believe more people watch soaps on ITV. So because of the TV ad we are going to inform about the special offers, new collection, and inform them about the promotional code to visit online to get some discount on ou r most of products. Our main objective is to make customers to visit the store or the website and buy Pop Boutique’s products, so company could make some profit, which would be helpful in future when opening more stores in the UK. The reason of selecting this method is to achieve the objective, by informing about the new and summer collection, different offers and making awareness of the business as well as brand in the UK, also increasing customers and market shares. If the company achieve these objectives then it would be really essential because they will be able to expand the business nationally. Furthermore the scheme of promotional code will help the company to find out which sorts of advertising method customers used in order to visit the website. When consumers place orders through website they will ask to fill some detail.Customers have to tell us how have they been recommended to visit our website and the promotional code will be collected automatically by the data base, to see which method of advertising has been used more by customers, and which method of advertising as helped more in order to achieve the aim of the Pop boutique business. This is extremely beneficial for the company as this can help the company to select the best type of media for advertising in the future.

Female Serial Killers Essay

The fascinating thing about women is that they often tend to not possess the common characteristics of a serial killer that a male tends to show earlier on in life. Although not always fully acknowledged, there are many early signs of a potential serial killer. These later become the characteristics of a serial killer. The most common characteristic of a serial killer is animal abuse. This particular characteristic is commonly seen during a serial killers childhood. Many serial killers see this as â€Å"practice†. Psychiatrists describe this early sign of killing as a mental disorder that should not be ignored. Another highly common characteristic of serial killer is a person who enjoys starting fires, otherwise known as Pyromaniacs. The people that possess this characteristic tend to get sexually aroused just from starting a fire. A well-known Pyromaniac was Joseph Kallinger who described starting a fire as a heavenly pleasure. Also a common characteristic would be bed wetting. Many serial killers tend to wet the bed past adolescence. Kenneth Bianchi, an American serial killer, spent most of his adulthood wetting the bed. A broken home has been noted to be a characteristic of a serial killer. Growing up father-less or mother-less highly affects a young soon-to-be serial killer’s life. Female serial killers share only some of these characteristics such as animal abuse. Women tend not to show characteristics until later on in life. At times they do not show characteristics. Most female serial killers kill for long periods of times and quietly unlike her fellow male killer. Female serial killers almost always have a strong motive driving them to commit these horrible crimes and coincidentally they are often similar. If a female serial killer is acknowledged by a community the people in that community tend to believe that because she is a woman, therefore the weaker sex, she was somehow pressured or victimized by her lover to kill. (Davis, 2001). Many refuse to believe that a woman is capable of killing on her own terms. Women have many different reasons for killing yet throughout the years and the multiple murder cases that occur where a woman is the murderer, the motive is almost always. Most of the women who tend to kill are in great debt and in need of a quick and easy way out. Belle Gunness, who was considered one of the worst serial killers in American History, did just this. Belle killed all of her children and husbands just to collect life insurance, money, and other valuables. (Edwards, 2012). She also adopted more children in order to repeat the process of collecting the insurance and got away with doing so for eight years. Another murder case in which the primary motive happened to be money was the Olga Rutter Schmidt and Helen Golay case. These two women in their 70’s conducted a $2. 3 Million insurance fraud murder scheme. Helen and Olga provided shelter and food for Paul Vados and Paul McDavid just long enough to have good amount of money to benefit from if these two men were to pass. There were multiple insurance plans that gave these two women benefits when the two homeless men were killed.

Asian Agri and the future of Palm oil Essay

Is Tanoto correct that palm oil has a bright future? Tanoto is correct that palm oil – aka the â€Å"golden corp† of Southeast Asia – has a bright future. It is very economic to be produced, due to its high yield and low cost of production compared with production of other edible oils. With higher economic growth, the demand for food and fuel is rapidly growing in the Asian countries of India and China. So, it is likely that we see a similar positive effect on the demand for Palm oil. Additionally, in today’s world, there are health concerns regarding the rise in the use of trans-fat. This has led consumers and packaged goods to companies limit its use. The increasing health consciousness has would contribute to increased use of this commodity as palm oil is trans-fat free. Furthermore, with increasing requirement for biodiesel, palm oil could well become an important part of the renewable fuel and play a vital role in the energy business. If yes, how should Asian Agri strengthen its position? If no, what should Yeo’s strategy be? If unclear, what could Yeo do to improve the global use of palm oil? I think due to the increasing role that palm oil has to play in the global economy, Asian Agri should strengthen its position in the industry and promote the global use of palm oil. They could do this through: Sustainable Production Asian Agri should aggressively stimulate the use of sustainable palm oil. They can do this by keeping to the set of economic, environmental, legal, and social standards set, in the production process of palm oil. Since sustainability will be an important factor for the company to differentiate itself from competitors and to stay strong in the industry, the company should continue to get all its â€Å"properties† certified as â€Å"sustainable†. They can also train middle managers, supervisors and workers on sustainable palm oil production. Expansion With palm oil demand rising, Asian Agri should continue to expand their plantation size. Although there are visible difficulties to acquire land in Indonesia, the company should not desert their expansion plans. I feel that it will be a good choice to diversify geographically, predominantly to countries in Africa and South America where land is abundant. This helps the company to diversify risk both politically and financially. It makes good financial sense to not put all their eggs in one basket – Indonesia, and good political sense as political instability or riots are a very real possibility in Indonesia. Additionally, by growing its trading and sourcing operations, Asian Agri can derive more value from its market expertise and refining activities. This will help the company to establish direct linkages with its customers at the destination market. This could also help reduce supply chain related expenses for of the company. Marketing and Promotion I think Asian Agri can undertake more marketing and promotional activities, which could help them increase market share. They can play off the fact on health advantages that palm oil has over other edible oils. The point that palm oil is trans-fatâ€Å"` free can be put to good use in the marketing campaign, which will help address increasing concerns of trans fat consumption. They can do this through advertisements, usage of social media, and distribution of brochures that will help educate customers. With projections indicating that global palm oil production would nearly double by 2020, it makes sense that Asian Agri to be proactive in its expansion, marketing and promotional plans. Although we recognize the rising anxiety from environmental NGOs and other challenges, the fact remains that palm oil business has very high potential, given sustainable production and good promotion.

Importance Of Historical Knowledge Essay

Learning about our past is vitally important to the present and future of our civilization. We must learn to grow from our past successes and mistakes. It is human nature to make mistakes, but the less we make, the stronger and smarter we become. The drawback is to go through the process of learning. It is impossible to grow and learn from if we don’t know or analyze our failures and mistakes. I feel the most important thing we can do with our history, is to take advice from it. When terrible things occur in history, it is recorded in textbook and encyclopedias as a bad thing. As intelligent being, it’s our job to read this, comprehend what is being said, and try to prevent future occurrences. History advises us that certain events are failures because millions were killed, or property was severely damaged, and our fragile eco-system was damaged. If we can’t learn from these past mistakes, we won’t have to worry making future one because we won’t have a future to screw up. The human race would probably not survive another world war, so we must prevent one from ever occurring again. Another great advantage of knowing our history is being able to improve our quality of life, as well as helping wild life prevail. By learning about old technology we can improve upon inventions making them faster, stronger, smaller, bigger, lighter, more accurate, and/or more reliable. If Henry Ford had not learned from his first attempts on the internal combustion engine, we may have a very different lifestyle today. If nobody came along after Henry Ford to improve upon his engine, we wouldn’t have nearly as powerful, reliable, and luxurious cars as we have now. We could still be driving model A’s. There is also the ability to take past inventer’s failures and turning them into a success. Inventers can apply new ideas of their own that have never been tried before to past failed inventions to get them to fulfill its purpose. Religion is important in most people’s daily life. By studding world history we can dig deeper into the origins of our religions, as well as learn to understand and tolerate other religions. As America is becoming more and more divers, we are commonly coming in contact with new, and sometimes odd  customs. I feel that it is important to understand others differences so not to become prejudice against others. If you can understand others difference, they don’t seem so odd and it is easier to relate and communicate with others. If people understood each other better and wouldn’t judge others just on their beliefs or race, we would have much less world conflict, since most wars are started over religion and differences in beliefs. History plays a huge roll in the existence or our race and the world we live in. With out the historians who archeologists that research and record it, we would be lost. Besides, history is cool anyway.

What Is Globalization

Globalization is a term that includes a wide range of social and economic variations. It can encompass topics like the cultural changes, economics, finance trends, and global market expansion. There ought to be positive and negative effects of globalization – it all comes as a package. Globalization helps in creating new markets and wealth, at the same time it is responsible for extensive suffering, disorder, and unrest. The great financial crisis that just happened is the biggest example of how negative globalization can turn. It clearly reveals the dangers of an unstable, deregulated, global economy. At the same time, this gave rise to important global initiatives, striving towards betterment. Globalization is a factor responsible for both repression and the social boom. What happens when there is a growing integration of economies across the globe? Majorly there have been positive impacts of this global phenomenon – through liberalization, privatization and globalization (LPG). Due to globalization, there has been significant flow of inward foreign direct investment. MNCs are getting a chance to explore various different markets across economies and explore the untapped potential. IMPACT OF GLOBALIZATION It was in July 1991, when foreign currency reserves had tumbled down to almost $1 billion; inflation was at a soaring high of 17%, highest level of fiscal deficit, and foreign investors loosing confidence in Indian Economy. With all these coupling factors, capital was on the verge of flying out of the country and we were on the brink of become loan defaulters. It was at this time that with so many bottlenecks at bay, a complete overhauling of the economic system was required. Policies and programs changed accordingly. This was the best time for us to realize the importance of globalization. MEASURE OF GLOBALIZATION Devaluation: The first initiative towards globalization had been taken the moment there was an announcement of devaluating the Indian currency by a hoping 18-19% against all the major global currencies. This was a major initiative in the international foreign exchange arena. The Balance of payment crisis could also be resolved by this measure. Disinvestment: The core elements of globalization are privatization and liberalization. Under the privatization scheme, bulk of the public sector undertakings have been/ and are still being sold to the private sector. Thus the concept of PPP (public private partnership) came up. Allowing Foreign Direct Investment (FDI): Allowing FDI inflows is a major step of globalization. The foreign investment regime has been quite transparent and thus the economy is getting boosted up. Various sectors were opened up for liberalizing the FDI regime. For successful globalization countries need to chalk out strategies and policies to open up the doors for the inflow of foreign direct investment (FDI). The FDI by the MNCs brings with it flow of foreign capital, inflow of technology’ real capital goods, managerial and technical skills and know-how. Globalization can easily promote exports of the country by exploiting its export potentials in a right way. Globalization can be the engine of growth by facilitating export-led growth strategy of a developing country. ASEAN countries such as Indonesia, Malaysia and Thailand have demonstrated their success of export-led growth strategy supported by the FDI under globalization approach. Globalization can provide sophisticated job opportunities to the qualified and also check ‘brain drain’ in a country. Globalization would provide varieties of products to consumer at a cheaper rate when they are domestically produced rather than imported. This would help in improving the economic welfare of the consumer class. Under globalization, the rising inflow of capital would bring foreign exchange into the country. Consequently, the exchange reserves and balances of payments position of the country can improve. This also helps in stabilizing the external value of the country’s currency. Under global finance, companies can meet their financial requirements easily. Global banking sector could facilitate e-banking and e-business. This would integrate countries economy globally and its prosperity would be enhanced. DEMERITS OF GLOBALISATION: Globalization is never accepted as unmixed blenings. Cities have pessimistic views about its ill-consequences. When a country is opened up and its market economy and financial sectors are well iberalized, its domestic economy may suffer owing to foreign economic invasion. A developing economy when lacks sufficient maturity, globalization may have adverse effect on its growth. Globalization may kill domestic industries when they fail to improve and compete foreign well-managed, well-established firms. Globalization may result into economic imperialism. Unguarded openness may become a playground for speculators. Currency speculation and speculators att acks, as happened in case of Indonesia, Malaysia Thailand, Philippines etc recently may led to economic crisis. It may lead to unemployment, poverty and growing economic inequalities. Despite its some shortcomings, benefits of globalization are likely to outweigh their drawbacks. Globalization essentially provides greater opportunities for the faster growth and economic development of the country and improve economic welfare. It provides wider and large-scale economic activities and employment opportunities. In a planned economy such as India, an indicative planning of desirable globalization process can be great use. India’s perspective planning for foreign investments and entry of MNC’s should be positive towards modernization of India. Besides, Research and Development (R&D) as well as technological up gradobious should be an integral part of India’s liberalized planning towards market economy. In short, globalization implies undeterred business activities and interaction among the firms and people with a global approach. It needs change in the outlook. It requires relaxing of control and regulations. It is heartening to note that an awareness of the government in India is on this line. Relief to foreign investors, new industrial policy, new trade policy, new fiscal policy, banking reforms, FERA and MRTP relaxation, acceptance of WTO agreements etc all suggest a positive out look of Indian policy-makers towards globalization. Indian government has assumed the role of promoter, care taker and regulator of market economy in the country in a desirable manner. Journey has begun. Destination is yet far. Perspective Although the social science literature on globalization has proliferated, social policy and social work scholars have not adequately debated the consequences of globalization for social welfare and social justice. Drawing on different social science interpretations of globalization, four major perspectives that offer different analytical and normative insights into globalization are identified and their implications for social welfare and social justice are briefly examined. The implications of these perspectives for social policy and social work scholarship are also considered. The concept of globalization is widely used today not only in the social sciences but in journalism and popular discourse. However, it is still poorly defined. Although loosely employed to connote the processes of social change that are affecting social relations between people living in the world's different nation states, the nature of these processes and their effects are widely debated and contested in the social sciences today. Nevertheless, these processes are said to be qualitatively different from earlier forms of international exchange in that they are more complex, intense and volatile. They are also believed to be fostering a historically unique interdependence between the people and nations of the world that will ultimately result in the integration of economies and societies. Of course, this interpretation has been disputed and an alternative view that defines globalization as no more than the acceleration of historic patterns of international exchange has also been formulated. Different interpretations of the nature of global change reflect different disciplinary social science perspectives. While economists view globalization as the creation of a world economic market, sociologists place more emphasis on the role of international social relations, communications and population movements in fostering space-time compression, post-modernity and cultural diffusion. In turn, political scientists stress the way power relations operate internationally to foster new systems of global regulation and governance. These diverse disciplinary perspectives have different normative implications that not only evaluate globalization differently but inspire different policy perspectives on how the process of globalization might and should be molded. These normative dimensions are of obvious interest to scholars in the fields of social policy and social work. However, as will be shown, different social science interpretations reach very different conclusions about globalization's consequences for welfare and justice. This article outlines four major perspectives which offer different analytical and normative insights into this issue and then considers the social welfare and social justice implications of these different perspectives. But first, it provides a brief discussion of the emergence of the concept of globalization and its social science usage.

Henry Tam and the MGI Team Essay Example | Topics and Well Written Essays - 1500 words

Henry Tam and the MGI Team - Essay Example Henry and Dana viewed themselves as leaders and facilitators in shaping the vision of the company but Sasha perceived them as interns and business plan writers. Confusion was also evident when Sasha introduced Dav to the team. He brought Dav to the team without consulting anyone hence this made Henry doubt his intentions and wonder if both the HBS students and Dav were used as ploys to enter the business contests. There were bigger problems in the norming stage since the team had not discussed the values and norms to be followed. At this stage, the team lacked cohesion as Henry and Dav were disagreeing with Sasha and Roman was disagreeing with the Russians. Dav and Henry also argued that the brainstorming meetings were too lengthy and ineffective while the others disagreed. The team did not divide its task (was to come up with a business plan for MGI) into subtasks hence they were not able to accomplish their goal. This is evident from the case study since they were not organized and there were no determined specific outputs from each person or meeting. The team was also divided into main group and subgroups. The main group was made up of the three founding members and the other members formed the subgroups. The members did not clearly define the roles of each group hence there was no integration between the main group and the subgroups. The team was very much disorganized since there was no team leader officially appointed to define the roles of each individual, take the responsibility of decision making and evaluate the performance of the team. There were no values and norms set by the members and they did not develop a good working culture at the beginning. This caused a lot of conflicts among them as the team members were not able to communicate effectively. First of all, the team had a product that had the potential to do very well in the market. They had an idea of what they wanted to sell.

Journal Article Review - Phonemic Awareness Essay

Journal Article Review - Phonemic Awareness - Essay Example Performance of other abilities such as sound-based tasks and other related activities can be performed. Although this is the case there are differences in the performance of children with CI and those with normal hearing capabilities. In terms of the phonological awareness (PA) for children with CI, learning phase that is protracted and long can be observed. Controlled tasks and revealed no significant difference from the normal children (Spencer and Tomblin, 2008). Based on the objective of the study that is to present a comparative analysis in the different hearings properties such as phonological awareness in relation to CI use, it can be perceived that the research conducted was able to achieve such goal. The exercises and tests that had been undertaken can be considered simple yet were able to clearly present the needed data. Variation in the use of tasks to test the hypotheses can also be observed in the research undertaken. These characteristics of the results are important in the characterization of the success of the study. It can be perceived that the methodology had been able to cover the possible points that are needed to be included in the area under study. Aside from the methodology undertaken, the presentation of the data and the analysis of the results had been presented in a commendable manner. Important characteristics of the organization of data are simple, clear and can easily be analyzed and understood. The presentation and development of the paper can also be considered important. For the said paper, the ideas and concepts had been developed and presented clearly and segregated properly for better understanding. The presentation of pertinent data related to phonological awareness is also essential. Included in the tasks under study are rhyming tasks, blending words task and Elision task which are determinants of the capabilities of the CI children in relation to learning how to read (Spencer and Tomblin, 2008). These

What is the purpose of interviewing and why intentional interviewing Essay

What is the purpose of interviewing and why intentional interviewing skills are important in Human Services - Essay Example The intentional interviewing process is a practical tool for analyzing the individual’s emotional variations during the conversation by a number of questions to provoke the person to speak more vividly about all the perturbing aspects of daily life. The basic point noticed in such conversations is ether the disability to express or the excessiveness of expression exhibited by the client from which the interviewer can take effective note on his psychological requirements. The ultimate purpose of an intentional interview with the client is therefore, â€Å"to respect the client, use appropriate skills and strategies, and seek to alleviate stress† (Ivery, Ivery A and Zalaquett, 12). Intentional interviewing is regarded as the basis for framing psychoanalytical approach to client’s issues related to his work or sociability concerns. In order to access the institutional stature developed in the client, the interviewer should focus on inducing the client frame stories of his actual experiences with the conditions mentioned in the issues. There must be equal emphasis from the interviewer to listen patiently to the stories of the clients about their personal encounters with the differential conditions.

How does new technology help the Arts Essay Example | Topics and Well Written Essays - 3000 words

How does new technology help the Arts - Essay Example A number of basic digital hardware and software are within the financial reach of many artists, stimulating more interest, creativity and positive inspiration. The Arts are a vast subdivision of culturally stimulating and creative outlets, in which the artist expresses himself, or his perspective toward one or more aspects. There are various branches of the Arts: Visual Arts are art forms that are essentially visual in nature such as Drawing, Painting, Sculpting, Photography, Filmmaking, Computer Art, Plastic Art and Applied Arts. Literary Art involves expression through the art of written words. It is creative writing based on historical or factual information, or just original imagination, such as poetry, essays, prose, drama and autobiography. Performing Arts are art forms in which artists use their physical presence, body or voice to convey artistic expressions. These art forms include dance, music, opera, theatre, spoken word, circus arts and musical theatre. Fine Arts are art f orms developed mainly for aesthetics and/or concept. Commonly included are the  visual art  and  performing art  forms, such as painting, sculpting, collage, decollage, assemblage, installation, calligraphy, music, dance, theatre, architecture, film, photography, conceptual art and printmaking. Technology, if used positively, is a massive transition from reality to creative stimulation in the Arts. It is evolving in major focus of the Arts, mainly in terms of Marketing and Public Relations. Arts Marketing Marketing is defined as a sound, effective technique for influencing behavior and creating successful exchanges (Bernstein, 2007). It involves finding new areas for improvement, new areas where an organization can develop its approach to customers in the long-term benefits of each party. Arts, in relation to Marketing, involves reflecting vision and commitment in relevance to the relationships of the customers and the organization, enhancing the artistic mission of an arts organization, building a long-standing exchange with customers and exhibiting arts as a form of creativity and passion to a specific or vast audience (Elizabeth Hill, 2003). Arts Organizations are non-profit organizations usually in the form of an association or foundation. These are formed for the purpose of developing and promoting the work of artists in various visual and performing art forms such as film, sculpting, dance, painting, multimedia and poetry. Such organizations are mainly museums, theatres, concert, and opera halls. Although these platforms have existed for centuries as a form of artists’ retreats, the development of government organizations such as the Arts Council of Great Britain, The Canada Council, The New York State Council on the Arts and the National Endowment for the Arts, have helped, as all of these organizations award grants to help promote the growth of art and culture. Arts Marketing seeks to capture an audience and advance the artistic abilitie s of art organizations accordingly. It aims to create inspirations for creativity and exhibit it where it is appreciated. In terms of Performing Arts, various theatres and concert halls advertise for publicity and artistic appreciation. This exhibition of creativity also helps the performing artists gain incentive to improve their skills and develop interactive abilities. As newer technologies evolve, customers have grown to expect more customized experiences of the Arts. High technology has made possible and common for people to exhibit their own art, place orders at any time of day and find virtually any kind of information they seek. The Arts organizations that use modern technologies to exhibit various forms of art (visual,

Journal Coursework Example | Topics and Well Written Essays - 500 words

Journal - Coursework Example Revolutionizing the communication industry has completely changed the way that humans across the world interact with each other. We have developed from the point where paper messages would have to be carried, sometimes taking weeks to reach the recipient, to being able to communicate halfway across the world instantly. This has given humanity a huge advantage. It allows for globalization of the economy, collaboration for scientific and other research as well as strategic movements of large military forces or just the simple hello to a relative that lives far away (Parker, 2005). The implementation of technology has had a great impact on society as a whole. Human behavior has been influenced by communications technology. Society has developed based on efficiency and a fast paced environment due to the fact that information is now readily available via networks, internet, etc. As a result, our generation lives in one where everything is expected quickly. Compared to about thirty years ago, the efficiency of industry and business has increased as well as learning in institutions due to the implementation of better and faster computers and internet (FitzGerald, & Dennis, 2009).

Coming of Age in Mississippi Paper Essay Example | Topics and Well Written Essays - 1250 words

Coming of Age in Mississippi Paper - Essay Example Since this kind of racism is a big part of the American experience for African-Americans in the past, it is important to know about it. The book is set during the 1960s as well, when the civil rights movement was in full swing and it was often very dangerous for African-Americans. That makes this book an important read to anyone who wants to know about this time period in America. During her childhood, Anne was named Essie and she grew up in the rural part of Mississippi in Centreville. Her family was poor and the white people they worked for usually did not treat them nicely. In addition she had family problems, as her father was abusive and then abandoned them. Her mother settles down with a new man, but has more children and times are still difficult. From a young age, Anne had to work after school to make sure her family had enough money to eat. At the beginning of the second section, she becomes aware of the horrible things about race in a new way when she hears of a fourteen-ye ar-old black boy being killed. Throughout high school she becomes more and more worried about things like this, being almost obsessed with killings and KKK attacks on other African-Americans. She goes to college after getting a scholarship to play basketball and while she is there she decides to take part in the NAACP. Her family is upset about this because white people threaten Anne and her family because of it. After college Anne becomes a member of something called CORE and goes to try and encourage African-Americans to take a more active part in their civil rights movement. This part of the book really shows the tension between Anne and many of the other characters, as even among the civil rights activists she is seen as sometimes too serious. The book ends with Anne growing unhappy with how the movement is going because nobody's life is really being improved. Coming of Age in Mississippi is a powerful book that really had a big effect on my way of thinking. Although I have grow n up in the American South in Tennessee, Georgia, and Texas and am not white, I have never experienced anything close to the kind of racism that Anne Moody talked about in her autobiography. It was really an eye-opener to me to read from someone who experienced about how bad things were in those days. After reading about her experiences as a high school girl and especially when she was involved in CORE and trying to get African-Americans to vote in Canton, Mississippi, I now look at the slight racism that still exists in America in a new light. It makes me want to take this book and show it to people who just take their lives for granted in the USA. Even though the book is sometimes very upsetting, I did find myself enjoying it a lot. The author is a very good writer and knowing that she really went through everything in the book made it very easy to get into and forget what time it was. This is hard to do. The things I liked the most about the book was the way that Moody did not sh y away from using strong language if that was what the people it represented would have used. For instance, when Anne finds out about the murder of fourteen-year-old Emmet Till at the beginning of chapter ten, the boys she is with swear quite a lot because they're angry with her for not paying more attention to her own community. This also makes us see Anne's character as a more real person, because she is not trying to pretend that she

Intro to third sector Article Example | Topics and Well Written Essays - 1250 words

Intro to third sector - Article Example The leaders of diversity should be passionate enough to understand the issue and they themselves should have a faith on what they intend to preach. An organization that is at a height of its success must have diverse human resources and the employees should experience a sense of fulfillment while they are working in the organization. In order to manage the diversity issues the senior management must stress or lend their focus on deciding the policies or their implementation that will impact upon the working culture. They must focus on the needs that will meet the requirements of the workforce and will contribute in maximizing the productivity. Therefore some of the skills required for the decision makers are an understanding of the diversity concepts as well as acceptance of them, recognition that the concept of diversity is in built in every aspect of the management process, a rough understanding of their own culture or identities, the willingness to change or break through the chal lenges that exist among the different diverse groups. So it can be stated that diversity is an integral part of the process of management. Some of the challenges that might be faced by the decision makers are how to make the work more appealing to the workforce so that they do not feel monotonous, the recruitment process should be diverted and can be directed to target workers from different cultural backgrounds, eliminating the bias if any from the interview and selection process. There are some advantages or bottom line benefits from promoting workplace diversity. One thing should be kept in mind that retaining of employees can be more difficult than selecting them. This is more true in case of companies which has offices in different parts of the world and the isolated employees or the minority group may feel disconnected. IBM is such an organization that practices diversity leadership and encourages workplace diversity, non- discrimination and work life balance in the organizati on. Since its inception the company has presented several examples of this open-mindedness and the culture of the company is such that it makes a statement to the entire world about the way any business should be run. Discussion Instances of courageous diversity leaders are not uncommon in the world in different fields. For example Jackie Robinson being a sportsperson could preach the message to the entire community that people should take players in a team based on their talent rather than the color of their skin. It is the performance that matters to the individuals rather than the ethnicity and background from where they come from. There are many cases in IBM which proves that the company promotes the diversity in the behavior of the senior management and the employees. There are different cases of diversity that the companies face. First of all, there is gender discrimination in most of the organizations. Despite comprising half of the human population of the world, the companie s do not hire women in a consistent ratio compared to men. Discrimination exists in cases of promotion of women. Most of the top executives of the companies are men. Very few women are actually allowed to take part in the decision making process in the top management. Secondly, the world at present is a global village where people from different backgrounds and ethnicity work. Harmony

Pandora Essay Example | Topics and Well Written Essays - 250 words

Pandora - Essay Example Specifically, the company achieves this through the provision of up-to-date music, drama, and related discussion such as a live performance on the company blog. The blog and the ‘Submit your Request’ platforms within the website allow users to create free online profiles to participate in discussions. The personalized station established the Music Genome Project allows the users to edit or refine the content to fit the personal change in music taste and preferences.The interactive feature on the Pandora.com website characterizes it as a social media platform. The social media is an online phenomenon that supports connectivity and interaction, as well as encouraging contributions and feedbacks on online topics from the members and users of the virtual community. The essential features of the social media include connectedness, participation, openness, and conversation. The Pandora.com supports these characteristics through the blog where users post and contribute to the a rticles on various topics.Another unique and primary feature of the social media is the user-created and maintained an online profile that facilitate digital dialog. Although Pandora.com does not have an intensive and user-enabled profile like Facebook, it has a platform that supports online contribution and commenting on the available topics. The Pandora.com internet community has a common interest in music and comedy categorizing the website as a specified social media that confines its engagement within the entertainment industry

Office gossip Case Study Example | Topics and Well Written Essays - 1500 words

Office gossip - Case Study Example Lilly had been working in the company as a salesperson, where she came across a customer, named Keith Lasky, with whom she was found in an objectionable condition, in her office talking sexy and creating noise with Lasky, which was not acceptable for her co-workers altogether. Since her company had appointed Lilly to enter into sales venture with the customers and clients, and she had been paying due heed to the same by producing excellent results during the course of performing her duties, she should have also kept in view that she was not only under-obligation to increase sales volume of the company, she was also expected to work for the good name and fame of her workplace. The company had bestowed its unflinching trust in Lilly, and it used to appoint her for its overseas operational services; it is therefore, her developing sexual relationships with one of the customers of the company not only appeared to be disgusting for her co-workers and colleagues, but also this act of her portrayed a very awkward scenario for the company that the sales staff of the company could touch even the bottom for generating business from the customers. In addition, the wrong-doing initiated by Lilly by developing extra-marital relationship with a customer introduced the condemnable trend that the female sales staff would also have to offer their physical charms for the sexual gratification of the customers in order to promote the company subsequently. Hence, her irresponsible act brought humiliation and defamation to the company, as the customers could communicate the same to the public at large that the company also offers the female staff for the sexual pleasures of the customers for capturing the attraction of others. Moreover, a married woman’s entering into extra-marital relationship with a customer was equally humiliating for her husband and children, as they would never allow such indecent activities. Consequently, her company,

Life Coaching Essay Example | Topics and Well Written Essays - 4250 words

Life Coaching - Essay Example I have found this just as enjoyable as meditation its almost like a dream except the dream has a mission the phrase 'light at the end of the tunnel' best describes this self hypnosis it also helps eliminate self doubt which is something I experienced coaching my first friends outside of the college duos and trios. However, I found that I felt relaxed when I used self-hypnosis on my second session; I actually trusted the process and what I was doing. I have never tried meditation until I started coaching and I have found it to be a breath of fresh air. Meditation comes from the Latin word meditatio virtually all religions use meditation of some sort; however mediation in it's purest form has no relation to religious meditation. The most effective form of creating space was a technique I learnt from a program I watched called a life coach less ordinary. The program was based around a couple called Nik and Eva Speakman who are life coaches as well as owning a financial services company. Before each session they had a wild dance around their kitchen before their next client. I found that this works for me and has worked well based on the people that I have coached during this course. As they have mostly been sales professionals that are switched on and the very high energy, I have mirror the enthusiasm and upbeat qualities. They usually start with "'what do you want' 'what is impo... Before each session they had a wild dance around their kitchen before their next client. I found that this works for me and has worked well based on the people that I have coached during this course. As they have mostly been sales professionals that are switched on and the very high energy, I have mirror the enthusiasm and upbeat qualities. 3 Techniques used to create inner space with a client: Clearing and Visualisation In virtually every session I have used visualisation this has helped the coach come up with a lot more ideas on their chosen topic. Also before starting a session I like to review the previous one and visualise what was said and with permission touch on it in the first few minutes of rapport building. Asking Powerful Questions This usually has the coachee 100% focussed. I touch on this a lot in my reflective essay, asking thought-provoking questions usually has the coach focused and clearing space is the only option. The Role Of Powerful Questions In The Coaching Process Powerful questions are just that they ask the thought provoking question that either hasn't been thought of or has been pushed to the back of coachee's mind. They usually start with "'what do you want' 'what is important to you' and 'what could stop you achieving this goal' are all examples of powerful questions the first explores the clients goals the second their values and the third any limiting beliefs or other obstructions that need to be overcome" (Joseph O'Connor and Andrea Lages. Coaching with NLP, n.d). The Use Of Powerful Questions Developing and asking power questions is the fulcrum point of your ability to understand the prospects needs (Gitomer, 1994). Power questions are definitive. They bring out that which elicits awakening response

Explain the true-justified-belief theory of knowledge Essay

Explain the true-justified-belief theory of knowledge - Essay Example For example, if person X sees person Y seating alone at a table in a restaurant and guesses that he is waiting for his wife, while he could be waiting for anyone else from a business partner to a relative or an old friend, he could also be just having a meal by himself. If this proposition is based on a wild guess, even if person Y does turn out to be waiting for his wife given that she arrives a while later, this does not amount to knowledge on the part of person X. When what appears to be knowledge lacks truth, it cannot be considered to be knowledge. It therefore holds that knowledge as a minimum is true belief (Audi n.p.) This further raises the question of whether knowing something means â€Å"justifiedly† believing it (Audi n.p.). As in the case above, simply guessing that person Y is waiting for his wife, even in the event that it turns out to be true does not constitute knowledge on the part of person X. This is because there is no justification for it. However, assumi ng that person Z tells person X that he has seen person Y wait for his wife at that restaurant at the same time every day for a period of time, this could justify person X’s true belief that indeed person Y is waiting for his wife. Person X’s acquisition of knowledge that person Y is waiting for his wife can be rationalized by his acquisition of evidence that justifies the true belief that he indeed is (Audi n.p.). Additionally, Audi contends that the more evidence people acquire to support their belief in something and build up their justification of the particular belief, the nearer they get to knowledge (n.p.). This backs the view that justified belief is a facet of knowledge. From the above, Audi states that it can be deduced that there is a practical and considerable condition necessary for knowledge, that is based on three elements; one knows something only if one believes in it, it is true and the belief that one has of that particular thing is justifiable. In p articular; as a minimum, knowledge is justified true belief (Audi n.p.). This sums up the theory of true-justified-belief of knowledge. However, there are sufficient conditions provided for in the analysis of what constitutes knowledge. This is because, despite the fact that I only know something, if I truly and â€Å"justifiedly† believe in it, it does not hold that, if I truly and â€Å"justifiedly† believe in something, then I know it (Audi n.p.). This three-way analysis of knowledge according to O’Brien infers that the three conditions are necessary for knowledge, that is; belief, truth and justification (11). The conditions are also jointly sufficient for knowledge meaning that one has knowledge when the three conditions are met. Necessary and sufficient conditions are connected to conditional statements conveying the truth of two suggestions in the form â€Å"If X then Y† (Lacewing 24). The assertion in this case is that if proposition X is true the n proposition Y is also true. In the event that the assertion is true, it follows that proposition X is true, then proposition Y is true. It also follows that if proposition Y is false then proposition X is also false. The theory of true-justified-belief of knowledge therefore holds that when the three conditions it proposes are met, together they are sufficient and nothing else is needed for knowledge (Lacewing 24). However, it also contends that if you know X then you have a justified true be

In the news 5 Assignment Example | Topics and Well Written Essays - 250 words

In the news 5 - Assignment Example So far, all the efforts which have been made in Cuba to bring to end the violence in Colombia has not been successful since there has not been an end to cease fire, but has brought all sides to a conclusion on the necessity and importance of fighting drug trafficking. Having a negative image of drug trafficking, the government therefore faces the challenge of drug trafficking as it has to mobiles different factions and parties within the country to stop the lucrative trade while also promoting for the settlement of the displaced citizens. In my opinion, Santo’s approach to the conflict facing his country might just the much needed peace since by gaining the support on international community; solutions to the problems they are facing are reduced. In addition, his tactic of choosing negotiation over violence with the different guerilla factions in the region might just also be the solution to the violence which has plagued the region for centuries

Unemployment in the UK Essay Example | Topics and Well Written Essays - 1500 words - 3

Unemployment in the UK - Essay Example In this regard, the objectives of this essay are four-fold, to wit: (1) to present a clear definition of unemployment; (2) to state and determine how it is measured; (3) to identify the different types: seasonal, frictional, cyclical, structural, among others; (4) to state and clearly explain the nature of economic, social costs of unemployment and cost to the individual; and (5) to determine the ways to solve unemployment. (c) "seeking work", i.e. had taken specific steps in a specified reference period to seek paid employment or self-employment. The specific steps may include registration at a public or private employment exchange; application to employers; checking at worksites, farms, factory gates, market or other assembly places; placing or answering newspaper advertisements; seeking assistance of friends or relatives; looking for land, building, machinery or equipment to establish own enterprise; arranging for financial resources; applying for permits and licences, etc.† (ILO, 2009). As indicated, the basic criteria for being classified as unemployed are: people without work, currently available for work, and seeking work â€Å"in the last 4 weeks and are available to start work in the next 2 weeks† or â€Å"out of work, have found a job and are waiting to start it in the next 2 weeks† (ONS, 2009, 4). Unemployment is measured by the ONS through survey, the Labour Force Survey (LFS). According to ONS (2009), their office conducts the LFS every three months using 53,000 households as samples. The survey focuses on questions inquiring about personal circumstances and activities in the labour market. Then, the unemployment rate is computed first on a residence basis by determining â€Å"the proportion of economically active who are unemployed† (ILO, 2009, 7). The frictional unemployment has been defined as â€Å"the amount of

Instead of continuously making Essay Example for Free

Instead of continuously making Essay As a Health Educator working for an international health organization, I would conduct a need assessment process that aims to determine the problems related to how the trash is managed in the community. I would do so by visiting the factories of different industries ranging from pharmaceuticals to FMCGs, where I would analyze how the waste material is dumped or discarded by them. Secondly, I would conduct surveys through questionnaires and informal interviews with people of households and shopkeepers that would focus on how they discard the waste, why do they do so, how often, and what do they lack in effectively disposing of the waste. After gathering enough information about this, I would ascertain the problems or unwanted outcomes that are created by improperly discarding the waste materials. For example, who are affected the most, what affects them precisely, and the extent to which they are affected negatively by improper trash management. As far as the paper products are concerned, we sloppily use them and do not utilize them to their fullest. For instance, a note book or a writing pad often goes into the trash bin with lots of unused pages. Instead of continuously making new paper products such as, copies or tissue papers, we can recycle them and save a great amount of time and cost. Other technological devices and instruments are no exception, and can also be recycled and refurbished which results in saving time, costs, and energy – both by the producers and consumers. Now let’s talk about the ways and procedures that are used to recycle the products. The resources are very much available within the community; nevertheless, if someone is lacking then we would provide them the resources to cope with the problem. One way of doing so is Curbside recycling, which is the process where the residents or subscribers are provided with trash cans and are asked to confirm their recyclables, sort them out separately, put them in the bin outside their home, and keep them clean. The recyclers would come, pick the trash or materials and take them away. Recycling drop-off centre is another technique where people can drop-off the used products or materials that are listed or guided to them to a certain location, point, or centre from where the material is taken away for recycling. Yard waste recycling encourages people to bring and deposit their yard debris or green waste to the centers for the purpose of minimizing the load on landfills and providing recycled fertilizers for the use in public parks and other areas. People can find out waste or debris and can deposit or pile it up in their backyard (Selvon, 2008). And finally, ECO-CELL is another way of recycling the technological devices or instruments such as, cell phones, computers, and printers. Answer – 2 I would involve the community in the needs assessment process by creating a buzz among them about the alarming situation of waste management and its hazardous impacts over the community. I would initiate campaigns that would be designed and carried out against the improper trashing and polluting the environment; moreover, those campaigns would create awareness among the people about how they are affected, what is the better way of trashing, and how they can be benefitted from that. People would be asked to search and tell us about the problems they and other people face in the community, and what has worsened than before. Several gifts and prize money would be given as an incentive to the people to come and participate in the need assessment program and overcome the issue of improper trash management. References Selvon. M. (2008). Recycling Yard Waste is a Great Composting Solution. Retrieved on July 28, 2010. From http://ezinearticles. com/? Recycling-Yard-Waste-is-a-Great-Composting-Solutionid=1150298

Understanding Curriculum and Professional Issues Essay Example for Free

Understanding Curriculum and Professional Issues Essay This assignment will explore current views on professionalism in the Lifelong Learning Sector in the UK, and will make particular reference to the impact of professional status on teachers in the Further Education (FE) sector. The paper will examine current policy before going on to discuss; professionalism, continued professional development (CPD), the importance of reflective practice as a professional attribute and impact on teaching. The assignment will also discuss own personal development making reference to subject specialism. Finally professionalism in the sector will be evaluated. Historically Further Education (FE) Colleges were once far removed from the terms ‘professional’ and ‘academic’ and as Spencely (2006 pg 292) reminds us, â€Å"student learning in FE was definitely positioned in the arena of practical skills based training rather than education, this emphasis on training, rather than education, has led a number of commentators to question the existence of the profession of ‘educator’ or ‘teacher’ in the further education sector†. However, FE is now an integral part of the education system and plays a key role in supporting the professional development of teachers in the sector. Even with the ongoing drive to up skill FE lecturers with teacher training qualifications, those in FE appear to be in a continuous flux where recognition of professional status is concerned. Katz, cited in Avis et al highlights this when he states â€Å"Few professionals talk as much about being professional as those whose professional stature is in doubt†. (2009 pg 75) FE has struggled to be recognised as professional, this may be because the majority of teaching practitioners in FE are from a vocational rather than academic background. Currently FE teachers operate within a system of duel professionalism† (Davies 2006) meaning that they have vocational expertise and have gained teacher training qualifications in order to develop as a professional. However, according to Gray and Griffin, â€Å"professionalism of FE has never been homogeneous or particularly well formed in the FE sector† and it lacks the professional culture found in the schools (2000 pg 238). It may be that what Gray fails to acknowledge is the FE sector is not the school sector and it should therefore be different. Since September 2001, it has been a requirement that all teachers in FE colleges should have, or be working towards, a nationally recognised teaching qualification. The original national standards on which such qualification was based were drawn up by the Further Education National Training Organisation (FENTO). In order to receive FENTO endorsement, bodies such as the City and Guilds London Institute (CGLI), which at the time awarded a range of sector-specific teaching qualifications, were required to ensure that the content and outcomes of their teaching qualifications conformed to these national standards. Only teachers with a FENTO endorsed qualification were deemed to meet the national requirement for the profession. As the result of a government policy change, the national training organisations, including FENTO, were replaced by sector skills councils, and responsibility for managing the national standards and endorsing qualifications for teachers in the Lifelong Learning Sector (LLS) was taken over in January 2005 by Standards and Verification UK (SVUK), the standards and verification arm of Lifelong Learning UK (LLUK). This body, which is also responsible for the professional development of teachers in work-based learning and higher education, brought out a revised set of national standards in 2007 following a lengthy period of consultation. These are known as Qualified Teacher Learning and Skills (QTLS) standards; and it is now a requirement that all teachers in the sector, whether full-time or part-time, must have, or be working towards QTLS. This can be achieved by a number of routes, including SVUK-endorsed higher education programmes such as the Certificate of Education (Cert Ed), the Postgraduate or Professional Graduate Certificates in Education (PGCE) The Institute for Learning (IFL) are the driving force behind seeking professional recognition for teachers in FE. The chief executive of the IFL recently announced a major development for the IFL, commenting on Professor Alison Wolf’s recommendation that FE teachers with QTLS should be recognised as qualified to teach in schools. Secretary of state for education, Michael  Gove, has accepted recommendations from the Wolf Report clarifying that there is a need to â€Å"allow qualified further education lecturers to teach in school classrooms on the same basis as qualified school teachers†. (Goodman, 2011) The Association of Teachers and Lecturers (ATL) supports the drive to professionalise FE lecturers and states that â€Å"The inescapable conclusion is that it is now time for the Qualified Lecturer Status (QLS) to be replaced by the qualified teacher status (QTS), as the benchmark of teacher professionalism in FE colleges. It is time for lecturers to become teachers.† (ATL, 2011) Although this appears to be progression we could argue that this could be deemed more as compliance with an accepted view of what teacher professionalism is, whereas FE should be viewed as professional and the role of QLS should carry with it professional status. However, when considering current thinking on professionalism in teaching Pollard summarises that good teaching â€Å"requires a large number of implicit and often instantaneous judgements and decisions† often shaped by the ‘community of practice’ to which we belong†. (Pollard, 2010 pg 5) This takes account of classroom management, including relationships, positive learning environments and the ability to be creative and innovative. The ‘Teaching Learning Research Project’s’ ten principles of effective teaching, which form the basis of professionalism in the teaching sector, highlight a set of principles which are evident within the FE sector, clearly demonstrating (from my viewpoint) equity with the school sector. There are a number of issues around the concept of professionalism and obviously meaning here can and will differ according to ones profession. In order to define professionalism we must also consider that interpretation will differ dependent on perspective. Professionalism generally involves both characteristics of self and those of organisations. Professional organisations will have a set of values which will be reflected in working practices in line with ethical standards. However, irrelevant of organisation teacher professionalism is a significant factor as it affects the role of the teacher and their pedagogy, which in turn affects student ability to learn effectively. Teacher professionalism should contain the essential characteristics of, competence, performance, and conduct, all of  which should reflect the goals, abilities, and standards of the organisation for whom we work, and should impact on teaching through the development of these qualities. External drivers such as government policy will and do impact on the status of FE lecturers and along with the recognition of ‘Qualified Teacher Status’ (QTS) will no doubt come even more rigorous inspection of both student and lecturer achievement. The FE sector has continued to grow and in order to support; growth, the shift in education delivery from educators to Government control, and to meet the demands of Sector Skills Councils, the development of professionalism will continue to be a key focus. However, in order to develop this professionalism Hargreaves, reminds us that the existence of a top down education system with limited pay and over standardisation will result in a paradoxical profession. Hagreaves states â€Å"The paradox in the professional life of teachers is illustrated by the co-existence of two seemingly contradictory trends in the development of the teaching profession: standardization of teaching and antipathy to teachers’ professionalization, on the one hand, and higher professional standards and greater professionalism, on the other†. (2000 pg 11) In 2004 LLUK began the process of developing new professional teaching standards for the FE system, in line with the requirements of; Government, Sector Skills Councils, regulatory authorities, awarding organisations and providers. Bill Rammell, Minister of State for Lifelong Learning, emphasises the importance of professionalism in teaching, Rammel states, â€Å"I believe these standards will contribute greatly to improving quality in teaching, training and learning across the further education system, and provide a key part of the infrastructure that will support the professionalisation of the workforce†. (LLUK, undated) However, this may also create a more rigorous evaluation of teaching standards, as teachers in FE become more qualified, as mentioned previously, expectations will also rise. The new professional teaching standards, with emphasis on specialist subject knowledge, will benefit FE in terms of quality, more importantly it will also provide a better learning experience for students, which when we consider professionalism must be our first concern . However, Avis (2009 pg 76) makes  the point that current thinking on developing professionalism, specifically when considering the detail and length of standards, that â€Å" LLUK standards are in contrast to the equivalent single page of broad statements that cover higher education† the same here applies to schools, it could therefore be suggested that the definition of professional in the FE sector is â€Å"more restricted and prescriptive than in other areas of education† (Avis, 2009 pg 77) This may also apply to continued professional development (CPD) in the FE sector. CPD is increasingly seen as an essential driver in raising the standards of teaching and learning in post-16 education and training. Requirements and processes have been set in place by LLUK and IFL to ensure that every teacher engages in CPD, meaning any activity undertaken for the purpose of; updating knowledge of subjects or developing teaching skills. However, CPD has also become a contentious subject, mainly due to interpretation at organisational level and the associated funding costs of ensuring CPD is beneficial to the lecturer. The IFL requires a commitment from all teachers to 30 hrs CPD per year, upon which teachers reflect, and draw on; learning which takes place, how this is shared and how it supports both one’s own development and outcomes for learners. CPD has been under scrutiny of late with concerns raised over the quality of CPD and whether it is meeting the needs of the individual or organisations. Trorey (2002 pg 2) defines CPD as â€Å"institutional development† which is aimed at improving a whole organisation, often described as â€Å"staff development† and â€Å"professional development† which involves â€Å"pedagogic knowledge and subject expertise†. It could be argued that CPD should encompass a whole organisation culture yet still support the development of pedagogic expertise, which defines the FE sector from the school sector, as the IFL remind us, â€Å"teaching practitioners engage in various forms of professional development throughout their careers, but that often this goes unrecorded†. (Davies, 2006) Here again we can see the influence of the IFL in the drive to support the development of professionalism in the FE sector. However, irrelevant of contention, where CPD is concerned, a commitment to continually update both knowledge and skills of one’s subject specialism and teaching expertise is essential if we  wish to viewed as professionals. Teachers in FE have a great deal of autonomy in their teaching as they are deemed to be experts in their field, therefore professionalism is an essential attribute. CPD should support the development of that expertise. Gray et al (2000 pg 25) states that â€Å"the professional is someone who is continuously developing his or her underpinning knowledge through reflection on their own (and others’) practice†. Therefore the ability to reflect is imperative as without this essential tool we cannot be viewed as professional. Reflection can be viewed as a process of thinking and improving your professional skills and it allows us to focus on positive aspects of practice and build on them. It also helps us to identify areas for improvement. Schon (1983) defines reflective practice as â€Å"thoughtfully considering your own experiences in applying knowledge to practice†. In essence reflective practice means learning from experience, it is therefore an essential element of teaching and supports CPD. Boud et al (1985) defines reflective practice as â€Å"an activity in which people recapture their experience, think about it, mull it over and evaluate it†. As simplistic as this may sound, reflecting on experience in order to improve requires a level of objectivity in reference to your teaching practice. Therefore unless we are willing to fully partake in reflective practice we may fail to grasp opportunities to improve both our own performance and the learning experience for our students. Clouder (2000) supports this view when he states â€Å"in its broadest sense, reflective practice involves critical analysis of everyday working practices to improve competence and professional development†. Practitioners must ensure that time is set aside to think about our teaching practice in order to evaluate it and make changes where necessary. However, it could be argued here that this relies on a whole organisation culture, as without time set aside by your organisation this could result in even more unpaid work than is already expected. Reflection should therefore be an integral aspect of professional teaching practice. The very nature of education requires teachers to be open to change, as the sector is under continuous pressure to improve outcomes for learners. This compounds the need for reflective practice for teachers, learners and whole organisations. Reflective practice encourages; the sharing of good practice, learning from the experience of others, it can support the planning process and overall encourages collaborative working to the benefit of all involved. Barriers to change exist in all aspects of society and reflective practice is viewed by many as a ‘questioning of their practice’ and some teachers struggle with this concept. However, barriers are often self imposed or they may originate from the culture of organisations, who may themselves have pre-conceived ideas about reflection, which in itself is often a barrier. In the drive to gain professional recognition in the FE sector we must embrace reflective practice as a tool for improvement and progression. Throughout the course we have been introduced to a number of models of reflection such as Schon’s (1983) â€Å"reflection in action† and â€Å"reflection on action†, Kolb’s (1984) learning cycle and Phil Race (2005) ‘ripples’ approach, all of which have been useful in supporting the development of reflective practice. Races (2005) ‘ripples’ model is based on the assumption that the best way to learn is by doing. This is a principle which supports both my specialism and teaching practice, as I firmly believe that students require hands on experiences before moving on to more abstract learning. When reflecting on my own practice, specifically when working with 16-18year olds, this has become evident. Reflective practice requires an open mind, hard work and deep understanding of the benefits in leading to improvements in practice and outcomes. It is only through undergoing a process of reflection and evaluation that we are able to make reasoned judgements about our teaching practice. CPD should be viewed as an ongoing process that; improves capabilities, helps to determine own learning needs and helps us to acquire new skills and abilities. Education in its many forms is a big responsibility and teachers should maintain professional standards as required by the sector, as  ultimately it will help us to gain professional credibility. There are many types of CPD which can be accessed such as, formal training, research, in house training, mentoring and further academic study. Undertaking the ‘Certificate in Education’ has helped me to develop in my role as a teacher, and also to recognise the importance of teaching qualifications. Having come into teaching from a subject specialism background I can clearly see the benefits of CPD in enhancing my teaching abilities and skills, therefore, in order to continue my professional journey my aim will be to achieve QTLS and possibly progress onto the BA in Education and Professional Development.

Quantification of Venlafaxine in Tablet Dosage Form

Quantification of Venlafaxine in Tablet Dosage Form New chiral normal phase UFLC method for determination of venlafaxine hydrochloride enantiomers in pharmaceutical formulations ABSTRACT Aim: A simple, specific, precise, sensitive and rapid normal phase-UFLC method was developed for determination of venlafaxine hydrochloride enantiomers in pharmaceutical formulation. Methodology: The method was developed on a Lux amylase 2 column (150 x 4.0 mm I.D., particle size 5 ÃŽ ¼); the mobile phase was n-hexane and ethanol (97:3 v/v); in 0.1%diethyamine using UV detector was fixed at 254 nm with a flow rate was 1 mL/min. Results: The retention time (tR) of R- venlafaxine hydrochloride and S- venlafaxine hydrochloride were found to be 4.5 ±0.2 min and 5.3 ±0.3 min, respectively. The linearity over the concentration range of 5-30  µg mL-1 for venlafaxine. The intra-day and inter-day coefficient of variation of the assay method were found to be 0.293 to 1.760 and 0.319 to 0.210 respectively, with high accuracy and precision results. The proposed NP-UFLC method is suitable for analysis of venlafaxine hydrochloride enantiomers in pharmaceutical dosage forms. Conclusion: The validated NP-UFLC method was developed for the quantification of venlafaxine in tablet dosage form. Keywords: R-venlafaxine hydrochloride, S-venlafaxine hydrochloride, enantiomers, NP-UFLC, Validation INTRODUCTION Venlafaxine is a second-generation antidepressant drug marketed as a racemic mixture (Figure 1). The R-enantiomer exhibits dual presynaptic inhibition of serotonin and noradrenaline uptake, whereas the S-enantiomer is a serotonine reuptake inhibitor. Thus, the drug is the first and most commonly used serotonin and noradrenaline reuptake inhibitor. Its synthesis and that of several analogues were described many years ago. The synthetic routes are similar and vary according to the nature of the aromatic substituents. However, the final products are racemic mixtures, and they were crystallized as hydrochlorides.[1] Although the disposition of venlafaxine in humans was originally found not to be stereoselective.[2] In view of the near expiration date (June 2008) of the first patent for the racemic compound and of these recent clinical findings, venlafaxine appears to be a good candidate for a chiral switch.[3-4] Figure 1: Molecular structure of Venlafaxine The trend toward single enantiomer drugs is clear and the number of racemic drugs that reach the market as new chemical entities is decreasing.[5] The relevance of chirality in antidepressant drugs was highlighted several years ago and many examples are illustrated in a recent very complete review.[6-7] In the previously cited research on the resolution of venlafaxine, the enantiomers were separated by either of two general approaches. The first is the classical method of diastereoisomeric salt formation and fractional crystallization and the second approach uses analytical enantioselective electro driven methods. In the latter cases, either cyclodextrinsin capillary electrophoresis.[8] There is only one literature report where an HPLC baseline separation of the enantiomers of venlafaxine extracted was achieved using a CSP and normalphase mode.[9] From an analytical point of view, enantioselective chromatography offers the advantages of a method that can be developed on a semiprepara tive or preparative scale for the isolation of single enantiomers, which then become available for pharmaceutical testing strategies and requirements for enantioselective.[10] In the present research work, a simple, sensitive and accurate normal phase UFLC method to separate R and S-enantiomer of venlafaxine in bulk drugs and tablets using Lux amylase 2 column column has been reported for first time. The method was also validated to ensure the compliance in accordance with the ICH guidelines. MATERIALS AND METHODS Chemicals and Reagents: Venlafaxine hydrochloride enantiomers were a gift sample from R N FINE CHEMICALS BANGALURU, India. The solvents like n-hexane and ethanol diethylamine used was of HPLC grade (Merck, India). Commercially available racemic venlafaxine hydrochloride tablets claimed to contain 25mg of drug were procured from local market. Instrumentation: Quantitative NP-UFLC was performed on gradient high pressure liquid chromatography (Shimadzu) auto sampler consisting of a LC–20HT solvent module, SPD– 10A, and an PDA detector with LC software. The column used was LUX amylase 2 chiral column(150 x 4.0 mm ) particle size 5 ÃŽ ¼. UFLC conditions: The composition of the mobile phase was n-hexane and ethanol in the ratio of 97:03 v/v. They were filtered before use through a 0.2 mm membrane filter, degassed in a bath sonicator for 10 min. The mobile phase was pumped from the solvent reservoir to the column at a flow rate of 1mL/min, which yielded a column backpressure of 96 kg/cm2. The run time was set at 20 min and column temperature was ambient. The volume of injection loop was 20 mL. prior to injection of drug solutions, the column was equilibrated for at least 30 min with the mobile phase flowing through the system. The eluents were monitored at 254 nm and data was acquired, stored and analyzed with the LC 10 software. REAGENTS USED Mobile phase n-hexane and ethanol of HPLC grade was taken as mobile phase in the ratio of 97:3 % (v/v). Preparation of standard stock solution Standard stock solution (100  µg mL-1) of Venlafaxine hydrochloride was prepared by weighing exactly 10 mg of drug dissolved in isopropanol and diluted to 100 mL with same solvent. Preparation of calibration curve Aliquots of Venlafaxine hydrochloride ranging from 0.5-3 mL (each mL contains 100  µg mL-1) were pipetted into as a series of 10mL volumetric flasks. The volume was made up to the mark at with isopropanol. Aliquoets of 10 µL was injected (six time) into HPLC. The elution of the drug measured at 254.0 nm. The amount of venlafaxine hydrochloride present in the sample solution was computed from its calibration curve and it was constructed by plotting peak area of chromatogram against the concentration of Venlafaxine hydrochloride. The blank chromatogram and standard drug chromatogram were shown in figure 2 and 3 respectively. Linearity was 5.0-30  µg mL-1 for Venlafaxine hydrochloride was shown in figure 4. Figure 2: Blank chromatogram Figure 3: Standard Chromatogram of venlafaxine enantiomer Figure 4: Calibration curve of venlafaxine hydrochloride ANALYSIS OF TABLET DOSAGE FORM Five tablets (EFFEROX), each containing 25 mg of venlafaxine hydrochloride were weighed and finely powdered. Powder equivalent to 125 mg of venlafaxine hydrochloride was weighed and transferred to a standard volumetric flask. The contents were mixed thoroughly and filtered through a 0.45 ÃŽ ¼m membrane filter. 10 ÃŽ ¼L of the sample was injected in to UFLC system for the analysis. The peak profile and peak purity of both enantiomers are shown in Fig. 5, 6, 7 and 8. Figure 5: Peak Profile Enantiomer 1 Figure 6: Peak Profile Enantiomer 2 Figure 7: Peak Purity Enantiomer 1 Figure 8: Peak Purity Enantiomer 2 RESULTS AND DISCUSSION Validation of the method The developed method for the assay of venlafaxine has been validated as per the current ICH Q2 (R1) guidelines.[11] Analytical parameters The development of NP-UFLC method for the determination of enantiomers has received a considerable attention in recent past because of its importance in the quality control of drugs and drug products. The assay of venlafaxine hydrochloride enantiomers was resolved with good accuracy. The retention time (tR) of R- venlafaxine hydrochloride and S- venlafaxine hydrochloride were found to be 4.5 ±0.2 min and 5.3 ±0.3 min, respectively. A typical chromatogram of R-Venlafaxine hydrochloride and S- venlafaxine hydrochloride is shown in Figure 3. Tailing factor for both R-venlafaxine hydrochloride and S-venlafaxine hydrochloride was found to be 1.1 and 0.8 respectively. The calibration curve was constructed by plotting the peak areas against the concentration of R-and S-venlafaxine hydrochloride in 5-30  µg mL-1 were shown in the Figure 4. It was found to be linear with a correlation coefficient of 0.9971 for R-venlafaxine hydrochloride and 0.9992 for S-venlafaxine hydrochloride, the r epresentative linear regression equation being y = 10507X +2467.1 and y = 10654X +2065.8 for both the enantiomers respectively. The slope, y-intercept, and their standard deviations evaluated are presented in Table 1. Table 1: Regression and sensitivity parameters of enantiomer-1 and enantiomer-2 Accuracy and precision The amount of venlafaxine hydrochloride enantiomers in the matrix was calculated using following formula. % Recovery = T-A /SÃâ€"100 T–total amount of drug estimated, A-initial amount of drug in the tablet powder and S- amount of pure drug added. The results revealed (Table 2), high recovery of Venlafaxine hydrochloride enantiomers, indicating that the proposed method for the determination of venlafaxine hydrochloride enantiomers in the tablet is highly accurate. The intraday and inter day percentage relative standard deviation values were shown in Table 3. These values were within the standard limits. Table 2: Accuracy data of enantiomer-1 and enantiomer-2 Mean value of six determinations Table 3: Precision data of enantiomer-1 and enantiomer-2 Limit of detection and limit of quantification Limit of detection can be calculated using the following equation according to ICH guidelines: LOD = 3.3 x N/S LOQ = 10 x N/S where N is the standard deviation of peak areas of the drug and S is the slope of the corresponding calibration curve. The results are shown in Table 1. Assay of the drug The chiral NP-HPLC method developed in the present investigation was used to quantify venlafaxine hydrochloride enantiomers in tablet dosage forms. The obtained results are given in Tables 4. The average drug content was found to be 10.047 mg for R-venlafaxine hydrochloride and 9.978 mg for S-venlafaxine hydrochloride of the labelled amount in 25mg of racemic venlafaxine hydrochloride, respectively. Table 4: Assay of Venlafaxine Robustness of the method and stability of the solution The robustness of an analytical procedure has been defined by the ICH as a â€Å"measure of its capacity to remain unaffected by small, but deliberate variations in method parameters. The most important aspect of robustness is to develop methods that develop methods that allow for expected variations in method parameters. According to ICH guidelines, robustness should be considered early in the development stage of a method. The typical variations studied under this parameter are flow rate, wavelength and mobile phase composition. The results are tabulated in Table 5. Table 5: Robustness data of enantiomer-1 and enantiomer-2 CONCLUSION A simple, rapid and normal phase chiral UFLC method has been developed and validated for the enantiomeric separation of venlafaxine in tablet formulation. This method is precise, accurate, robust, and specific. Satisfactory results were obtained from the validation of the method. The short retention time (4.5 min for enantiomer 1 and 5.3 for enantiomer 2) obtained provides rapid determination of venlafaxine, which is significant for its routine analysis in quality control. The method exhibits an excellent performance in terms of sensitivity and robust. The experimental results of the present study showed that the proposed NP-UFLC method is simple, specific, precise, sensitive, rapid and accurate and is useful for separation of venlafaxine hydrochloride enantiomers in its pharmaceutical formulation. References Yardley JP, Husbands GE, Stack G, Butch J, Bicksler J, Moyer JA, Muth EA, Andree T, Fletcher H, James MNG, Sielecki AR 2-Phenyl- 2-(1-hydroxycycloalkyl)ethylamine derivatives: synthesis and antidepressant activity. J Med Chem 1990;33:2899–2905. Wang CP, Howell SR, Scatina J, Sisenwine SF, The disposition of venlafaxine enantiomers in dogs, rats and humans receiving venlafaxine. Chirality 1992;4:84–90. Ault A Big pharma is increasingly in getting a piece of the generic pie. The Scientist, 2005;19:36–38. Agranat I, Caner H, Caldwell J Putting chirality to work: the strategy of chiral switches. Nat Rev Drug Discov 2002;1:753–768. Arina V, Reeves JT, Senanayake CH, Song JJ, Asymmetric synthesis of active pharmaceutical ingredients. Chem Rev 2006;106 : 2734–2793. Ruffolo RR Chirality in ÃŽ ± and ÃŽ ²-adrenoceptor agonists and antagonists. Tetrahedron 1991;47:9953–9980. Hutt AJ. Drug chirality and its pharmacological consequences. In Smith HJ, editor. Introduction to the principles of drug design and action, 4th ed. Boca Raton: CRC Press; 2006. Pg no: 117–183. Fanali S, Cotichini V, Porra` R Analysis of venlafaxine by capillary zone electrophoresis. J Capillary Electrophor 1997;4:21–26. Caccamese S, Biance S, Carter GT, Direct high performance liquid chromatography separation and 11 analogues using amylose derivated stationary phase, Chirality 2009; 21: 569-577. Anderson S. Preparative chiral chromatography. A powerful and efficient tool in drug discovery. In: Subramanian G, editor. Chiral separation techniques, 3rd ed. Weinheim: Wiley-VCH; 2007. Pgno: 585–600. 1