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  • unit 2 Heineken

    pt 1

    Learning Outcomes

    By the end of this module the student should be able to:

    1. Critically analyse and evaluate the approaches, principles, management and contribution of marketing communications and creative design to businesses.

    2. To develop creative communicative and design led solutions for a specified marketing problem.

    Client Brief: Celebrating The Joy of True Togetherness

    The Heineken Company seeks an integrated digital marketing communications campaign to reinforce its brand association with The Joy of True Togetherness. Your task is to develop and pitch a campaign tied to one of Heinekens existing products and existing sustainability and responsibility initiatives: https://www.theheinekencompany.com/sustainability-and-responsibility/social

    You can read more about Heineken here: Who we are | The HEINEKEN Company

    What you must do:

    Market and Consumer Analysis

    Use one analytical tool (e.g. SWOT, PESTLE, Porters Five Forces) to assess the environment and justify your chosen target audience/segment.

    Identify key trends in digital behaviour, inclusion, togetherness, and social connection.

    Communications Plan

    State clear campaign objectives (e.g. awareness, engagement, social well-being, brand perception).

    Set out your big idea/creative concept and a campaign tagline.

    Explain which digital marketing tools will be used (e.g. social media campaigns, video content, interactive platforms, AI personalisation, chat-bots, social listening).

    Provide ethical and values alignment, including responsible use of AI, privacy, inclusivity, and togetherness.

    Implementation Plan

    Schedule the campaign: timing, messaging flow, channels, audience interactions.

    Explain how success will be measured (KPIs, metrics, feedback, sentiment, social value).

    Digital Artifact

    Create and submit ONE digital artefact: either a social post/OOH display ad, an audio ad, or a video ad.

    The artefact should reflect your creative idea and campaign theme of togetherness, and be appropriate in tone, style, and audience appeal.

    Pitch Presentation

    Your team (including students from all three institutions) will deliver a live 10-minute pitch (10 %) via Zoom or MS Teams.

    You are encouraged to use PPT slides to present and explain your artifact.

    Presentations will be recorded and will be shared with Heineken; winners/runners-up will be announced at an on-campus award ceremony with Kirkwood at Abertay University in May.

    Values and Responsible AI Use

    As this is an international collaborative project, you are permitted to use AI tools for this unit of assessment. However, you should first critically consider your use of AI, check all outputs for accuracy, and you must clearly state where and how you have used AI in an Appendix.

    In addition to your slides and digital artefact, you should submit a peer assessment form that includes:

    Details of group meetings (attendance/minutes/task allocation)

    A confidential assessment of each peers contribution to the unit of assessment.

    pt2

    Learning Outcomes

    By the end of this module the student should be able to:

    1. Critically analyse and evaluate the approaches, principles, management and contribution of marketing communications and creative design to businesses.

    2. To develop creative communicative and design led solutions for a specified marketing problem.

    Instructions

    Develop a creative package for one of the following clients:

    The school that you are part of at Abertay University

    The programme/course you are studying at Abertay University

    Abertay University as a whole

    Abertay SA/Abertay Sports

    Your creative package should comprise of ONE artefact (this can be either a storyboard for a 30-second video advert OR a poster) that differentiates, reinforces, informs and/or persuades your clients target customers to engage more productively with your client. Along with the creative package, you should also submit a 1000-word (+/- 10%) explanation and justification of your creative strategy, drawing on reliable sources. You should provide a clear explanation of why the message appeal utilised would be effective for your target audience.

    This coursework is individual you will need to develop the creative package and explanation individually.

    Your storyboard and 1000-word submission should be uploaded on MyLearningSpace. Submission date TBC.

    AI Use

    You are permitted to use AI tools in the development of the creative package. However, you should critically consider your use of AI, check all outputs for accuracy, and clearly state where and how you have used AI in an Appendix.

    Per the Universitys Code of Student Discipline, you must not use AI tools to generate your 1000-word report.

  • English Question

    Complete Assessment 2

    There are two steps to the assessment!!!

    Step 1.Take the Big Five Personality Test by clicking the link. It takes most people 3-8 minutes:

    1. Click “Link” above to begin assessment.

    Screen Shot 2024-08-27 at 9.05.11 AM.png

    2. On new page click “Begin Assessment” button to start.

    Screen Shot 2024-08-27 at 9.05.23 AM.png

    3. Select an answer for each of the 50 questions. After you answer a new question will appear.

    Screen Shot 2024-08-27 at 9.05.45 AM.png

    4. If you have difficulty answering a question, you can skip forward. Or, if you want to change an answer you can go back. There is also a numerical counter to let you know how many questions you have answered out of the 50 total, so 8/50 means you on question 8.

    Screen Shot 2024-08-27 at 9.06.46 AM.png

    5. When you get to the end of the assessment, select “No” and click the “Continue” button.

    Screen Shot 2024-08-27 at 9.06.13 AM.png

    Step 6. Take a screenshot that shows the graph with score percentile and save it as a .jpg, .png, or .pdf.

    Example:

    ——————————————–

    Results summary

    Your results from the IPIP Big Five Factor Markers are in the table below. The table contains a raw score and also a percentile, what percent of other people who have taken this test that you score higher than.

    ——————————————————

    7. Upload you file on the assignment page

    Complete Assessment 3

    Go to this website and take the Oldenburg Burnout Inventory

    After taking the test, upload your results:

    a. Must be a screenshot of your score and score range in the submission (5 points)

    AND

    b. Read Avoiding Burnout article that is linked at bottom of this assignment page and the list at least 2 ways you can reduce your stress to avoid burnout (5 points).

    [This assessment uses the term “work”, but for a college student, you may consider that term as either “school work” or if you also have a job “school work and work”.]

    Steps to take:

    1. Click on Link above to open assessment:

    Image of Burnout Inventory when link is opened

    2. Read instruction and begin selecting your response for each of the 16 questions.

    Oldenburg Burnout Inventory (OLBI) Explained

    The OLBI was developed as a measure of burnout, containing statements that cover both ends of the exhaustion-vigor and cynicism-dedication continua. The inventory has been extensively used in research to measure job and academic burnout.

    The subject is presented with a series of 16 statements and at the end of each there is a “Select” drop-down menu, from which they may select: strongly agree, agree, disagree, or strongly disagree (ignore the points after each option).

    Screen Shot of "Select" button then select Screen Shot after "Select" button is selected and shows the options (ignore the points after each option): Strongly Agree AgreeDisagreeStrongly Disagree

    3. After selecting a response to all 16 questions, click “Calculate” button.

    Screen Shot of "Calculate" button below question sixteen

    4. You must submit a photo or screenshot of your results for full credit (5 points) on part “a”.

    Screen Shot of OLBI scoring after all questions have had selections made

    [The OLBI does not categorize levels of burnout, but some research has suggested a score (35 and above out of 64) which has been used to indicate a higher risk of burnout}

    5. Click on the link to the article “Avoiding Burnout” to find the answers for “b”. Submit a document that lists at least 2 ways you can reduce your stress to avoid burnout (5 points). [Type your answers into a word document and submit the file. It must be submitted in a .pdf, .doc, .docx format}

    Requirements: Follow

  • Juvenile probation and parole: Policy and Program Reform

    Final Project Topic

    The program that I would like to evaluate for the final project would be the Juvenile

    Probation and Parole program. This program is a court-imposed intervention for youthful

    offenders that is specifically designed to meet the needs of juveniles in their rehabilitation, while

    also having the structural support of the justice system. The Juvenile Probation and Parole

    program is an alternative to incarceration. This allows the youth to remain within the community

    but be under the supervision of a court order. The primary goal of this program is to rehabilitate,

    facilitate positive behavioral change, and support youth as they prepare to reintegrate back into

    society. I feel that this is an important topic to evaluate because programs such play a role in

    shaping youth offenders before they become adult offenders. Evaluation of this program is

    important to ensure youth offenders are being treated fairly and to identify any racial, societal, or

    gender-influenced disparities

    You should write a 1-2 page introduction that should briefly describe the area of policy, briefly describes the problems and the briefly describe how you propose to address both policy successes and failures.

    You should write a 7 page literature review which will discuss the various policy programs including successes and failures.

    In about 3 pages you should outline how you would develop a new policy program

    In 4 pages you should give a plan of how you both plan to implement the program and then also evaluate the program.

  • Evaluating health information across sources

    1. Choose a Health Topic: weight loss drugs such as ozempic
    2. Find a Commercial Source:
    3. Locate a commercial website (including blogs, product pages, or service providers) that markets a product or service related to your chosen health topic. Examples include wellness supplements, fitness programs, alternative therapies, or health gadgets.
    4. Find a Journalistic Source:
    5. Identify a reputable news article from a consumer-oriented publication (e.g., Newsweek, Consumer Reports, New York Times, WebMD, etc.) that discusses the same health topic. The article should be accessible to the general public and not a peer-reviewed journal.
    6. Compare and Contrast:
    7. Analyze the two sources by addressing the following:
    • What claims are made in each source?
    • What evidence is provided to support those claims?
    • How is the information presented (tone, language, visuals)?
    • Are there any biases or conflicts of interest?
    • How might a consumer interpret or be influenced by each source?
    1. Professional Reflection:
    2. Drawing on your academic background, clinical experience, or professional judgment:
    • Evaluate the accuracy and reliability of the information.
    • Discuss potential risks or benefits to consumers who rely on each source.
    • Reflect on how you would educate a patient or client about this topic based on your findings.
  • Blood wedding

    Play Analysis 1: Blood Wedding, by Federico Garcia Lorca

    Description: Read or watch Blood Wedding.

    Once that is complete, please create a 2 (full) page paper in which you discuss the play. You may discuss anything you please, whatever you find of importance, however if you are having a difficult time getting started I have provided a prompt which you may feel free to use as a starting point.

    Blood is used as a very powerful symbol in this play. It was deemed to be so important that Lorca decided to use it as the title of the play. It was called Blood Wedding. It could have been Bloody Wedding or Murderous Wedding…but instead he chose to keep it at Blood. Why? What is the importance of Blood in this play as a whole?

  • Plants and People – Assessment one

    This is an short essay assignment. Consisting one 3 questions. – Each question must be a minimum of 300 words You must use one peer-reviewed scholarly source It must be cited in APA format No direct quotes allowed (paraphrasing only) Spelling and scientific formatting (italicized scientific names) matter I attached a document with the links of the lecture slides YOU MUSTTTT go through them The other document is where you will see the questions and instructions and the rubric. The last document is about APA citation it must be done perfectly because it is very important. if you cant handle this assignment dont take it

    Attached Files (PDF/DOCX): Assessment 1 – Rubric Plants and People (1).docx, APA Citation Guide – Plants and People-3.docx, plants and people- assesment one.pdf

    Note: Content extraction from these files is restricted, please review them manually.

  • Habeeba 158

    Post Discussion: Chapter 2 and Reply to a Classmate

    1. Watch the following video regarding sliding filament theory.

    2. Watch this second video on ATP production.

    3. Post an answer to the following 2 questions:

    1. Describe the role of ATP as it relates to muscular activity
    2. Identify two different processes for ATP production.

    4. After you post your discussion, reply to a classmate.

    20 points for your original post

    Post Discussion: Chapter 3 and Reply to a Classmate

    1. Watch the 2 videos below.


    2. Post a discussion on the 2 items below:

    1. What might make it difficult to get athletes to participate in the tests?
    2. Is the value from the testing data important to an athlete and would they benefit?

    Requirements: 2 discussions

  • Week 5-6 Discussion Responses to Peers

    This is the Week 6 part of the discussion where you are responding to the leading questions by two students. Please utilize any scholarly source.

    Unit 5 Discussion Prompt: Consider how the Bible describes anxiety and its instructions on how Christians should handle anxiety. How does that connect with clinical treatment as a counselor? Do you find clinical treatment to be connected to Scripture or does it create tension? Why?

    Unit 6 Responses to Discussion Prompt: Peer responses are due this week. Please ensure that you are providing two responses this week by Sunday.

    1. Medication is commonly prescribed for the treatment of anxiety disorders (Kress & Paylo, 2019). Do you feel that there is tension between the Christian worldview and the use of medication?

    2. Do you find clinical treatment to be connected to Scripture or does it create tension? Why?



    Requirements: 250 words per pompt

  • article critique

    need based on this rubic and this article

    Attached Files (PDF/DOCX): EBSCO-FullText-02_13_2026.pdf, Article Critique Rubric 2026.docx, Article Critique Example of Paper format-1.docx

    Note: Content extraction from these files is restricted, please review them manually.

  • Evaluating Human Error and Designing Resilient Systems: An A…

    This individual report is designed to assess your understanding of Human Factors (HF) inaviation, your ability to critically analyse HF contributions to accidents, and your capacity topropose safety-enhancing policies. The report is divided into two parts, aligning with thecourse learning outcomes.

    • Word Limit: 15002000 words (maximum 20 pages including references).
    • Referencing: Harvard style is mandatory.
    • 2. Learning Outcomes Assessed
    • LO2: Identify the characteristics of human factors in the aviation industry.
    • LO3: Evaluate the human factors contributing to incidents/accidents.
    • LO5: Design policies that reduce the effects of human factors on active failures.

    3. Questions guidelines :

    From the two research articles provided (available in the assignment materials on Moodle),select ONE. Critically analyse its content by responding to the seven questions below. Yourresponses should reflect a comprehensive understanding of the article by integrating itsfindings with relevant theoretical frameworks from the course, as well as with practicalaviation scenarios and case studies explored during our five-day intensive program. Article Selection:

    Article A: Salas, E., Wilson, K. A., Burke, C. S., & Wightman, D. C. (2006). Does crew resourcemanagement training work? An update, an extension, and some critical needs. Humanfactors, 48(2), 392-412.

    Article B: Wiegmann, D. A., & Shappell, S. A. (2001). Human error analysis of commercialaviation accidents: Application of the Human Factors Analysis and Classification System(HFACS). Aviation, space, and environmental medicine, 72(11), 1006-1016.

    Part 1: Critical Analysis of Research Articles

    Questions :

    1. Foundations and Frameworks: Summarize your chosen article’s main argument andkey findings. Then, identify and explain two specific human factors models ortheories from the five-day course (e.g., Reason’s Swiss Cheese Model, SHELL Model,CRM Pyramid) that are directly relevant to or supported by the article’s conclusions.Provide a detailed rationale for your choices.

    1. Error Analysis and Classification: Using concepts from Day 2 (Accident
      Theory) and Day 3 (Human Error), analyze how the article approaches theunderstanding or classification of human error. For Article A, discuss how CRMtraining addresses different error types (skill-based, decision-based, etc.). For ArticleB, explain how HFACS categorizes errors and unsafe acts, linking these to coursedefinitions and classifications.
    2. Training and Mitigation Strategies: Evaluate the article’s perspective on mitigatinghuman error. For Article A, critique its assessment of CRM training effectiveness. ForArticle B, discuss the implications of the HFACS analysis for designing preventivemeasures. In your answer, reference specific CRM goals and evolution (Day 4) andconnect to the principle of “humans as a solution” from the course material.
    3. Case Study Application (Accident Analysis): Apply the article’s core framework
      to one of the major case studies from the course (e.g., Helios 522, Colgan Air 3407,British Airways 5390). Demonstrate in detail how the article’s methodology orfindings help explain the human factors contributions to that specific accident.Identify which elements of the accident chain the article’s lens illuminates mosteffectively.
    4. Case Study Application (Security Interface): Discuss the applicability of the article’sfocus (either CRM training or error classification systems) to aviation securitycontexts, as introduced on Day 4. Using the provided case study on cyber attackstargeting airport systems, analyze how human factors principles in your chosenarticle could be used to understand or reduce security-related errors or failures.
    5. Systemic and Organizational Factors: Both safety and security depend on robustsystems. Drawing on Day 5 (Application of Human Factors) content about SafetyManagement Systems (SMS), State Safety Programs (SSP), and organizationalresponsibilities, analyze how the insights from your chosen article should inform andbe integrated into these wider systemic safety/security frameworks. Provide apractical example.
    6. Critical Evaluation and Future Directions: Identify what you perceive to be the singlemost significant contribution of the article to the field of aviation human factors.Then, propose one specific, actionable recommendation for how the aviationindustry (e.g., regulators like GCAA, airlines, training organizations) should update current practices based on this article’s findings. Justify your recommendation bylinking it to contemporary challenges discussed in the course.

    Formatting for Part 1:

    • Maximum 12 pages (A4, 12pt font, 1.5 line spacing).
    • Include a title page with your details, chosen article, and word count.
    • Number all pages.
    • Use clear headings (e.g., “Question 1: Foundations and Frameworks”).
    • Integrate in-text citations in Harvard style for both the chosen article and relevant courseconcepts/case studies.
    • A separate reference list for Part 1 is required at the end of this section.Part 2: Case Study Analysis and Policy Proposal Select one aviation accident where human factors significantly contributed to the
    • outcome. Note: Originality in case selection is rewarded. Avoid overused cases unless you canprovide genuinely novel analysis.Questions:
    1. Briefly describe the selected accident’s circumstances, clearly establishing why it is arelevant and significant case for human factors analysis. Justify your choice in terms of itslearning value for the aviation industry.
    2. SHELL Model Analysis
      Apply the SHELL Model comprehensively to your chosen accident. Analyze the interfacesand mismatches between
      1. Liveware (Human) and each component: Hardware, Software, Environment, andother Liveware.
      2. Identify the most critical mismatch that contributed to the accident chain. Supportyour analysis with specific evidence from the accident details.
      1. Summarize the key human factors findings from the official accident investigation.
        1. Evaluate one major change implemented by the industry in response to thisaccident (e.g., in training, technology, procedures, or regulation).
        2. Critically assess the effectiveness and limitations of this change in preventing similarfuture errors. Has it addressed the root causes or merely the symptoms?
      2. Preventive Policy Design
        Based on your analysis, propose one specific, actionable policy or procedural change aimedat reducing the effects of human factors. Your proposal should:
        1. Clearly target a latent condition or active failure identified in your SHELL analysis.
        2. Specify the responsible stakeholders (e.g., regulator, airline, manufacturer).
        3. Outline the intended implementation mechanism (e.g., updated CRM trainingmodule, revised checklist design, new monitoring requirement).
        4. d. Explain concisely how it would enhance system resilience.Formatting for Part 2:
          • Maximum 8 pages (A4, 12pt font, 1.5 line spacing).
          • Use the clear headings provided above (A, B, C and numbered questions).
          • Integrate in-text citations in Harvard style for accident reports, course materials, andsupporting literature.
          • Include a separate reference list for Part 2 at the end of this section.

    Requirements: