Assessment Centers as a Recruitment Strategy

Assessment Centers as a Recruitment Strategy SYNOPSIS TOPIC : â€Å"Assessment Centers Its Pertinence, Functionality and Application† OBJECTIVE : Primary Objective The theme permeating this research is to know about the Assessment Centers inside out, its relevance in todays businesses, functions and objectives. Secondary Objective To apprehend the application of Assessment Centers in various firms. ABSTRACT : An Assessment Center is a process designed to assess whether candidates have the skills required for the job and the future potential that the organizations are looking for. It mainly comprises a range of activities or simulations designed to test these factors. Some of the activities that are included in Assessment Center are Psychometric Tests, In-basket Exercises, Group Exercises, Role Plays, Behavioural Interviews, Case Studies et al. The primary objective of an Assessment Center is to match the right person with the available positions in an organization. The assessment center method, in its modern form, came into existence as a result of the ATT Management Progress Study In this study, which began in the late 1950s, individuals entering management positions in Bell Telephone operating companies were assessed and, from then on, their careers were followed. The chief reason the assessment center method is valid in so many different countries is that it is an easily adaptable evaluation system. Assessment Centre Method has a bearing on the following aspects of personnel management: staffing: decision making on selection, promotion, turnover and dismissal; staff development: determining educational and training requirements improving performance in management/staff relationships; bringing compensation policy in line with general policy objectives. RESEARCH METHODOLOGY : The Research will consist of Secondary Data (Reference Books, Websites, Business Journals and Articles) and Primary Data (Questionnaire, Interviews from Industry Experts) GUIDE : Prof. Arvind Rajashekar, visiting faculty, IIPM. RESEARCH METHODOLOGY A Research is something that always has a question or a problem on the other side of it. The purpose behind ay research is to question through the application of Sciences or otherwise. It is a systematic and an in-depth study with the use of Primary and Secondary Instruments to gain more or complete knowledge of the subject under study. Research consists of Secondary and Primary Instruments 1. PRIMARY RESEARCH The Primary research consists of conducting a Questionnaire Survey with HR Professionals, business persons and Consultants. For this purpose, I have kept a Sample Size of 20 Respondents. The aim behind this survey is to get knowledge about Assessment Centers and its application and use by the Industry expert themselves and also Consultants who have applied Assessment Centers as a tool of Evaluation. 2. SECONDARY RESEARCH v The Secondary research consists of : a. Books on Assessment Centers b. Articles on the Internet c. Articles published in Business Journals d. HR Websites e. Research Papers by Industry experts Chapter 1 INTRODUCTION TO ASSESSMENT CENTERS 1.1 Assessment Centers A Gist An Assessment Center (AC) is a process designed to assess whether candidates have the skills required for the job and the future potential that the organizations are looking for. It mainly comprises a range of activities or simulations designed to test these factors. Some of the activities that are included in Assessment Center are Psychometric Tests, In-basket Exercises, Group Exercises, Role Plays, Behavioural Interviews, Case Studies et al. Traditionally an assessment centre consisted of a suite of exercises designed to assess a set of personal characteristics, it was seen as a rather formal process where the individuals being assessed had the results fed back to them in the context of a simple yes/no selection decision. However, recently definite shift is seen in thinking away from this traditional view of an assessment centre to one which stresses the developmental aspect of assessment. A consequence of this is that today it is very rare to come across an assessment centre which does not have at least some developmental aspect to it, increasingly assessment centres are stressing a collaborative approach which involves the individual actively participating in the process rather than being a passive recipient of it. In some cases we can even find assessment centres that are so developmental in their approach that most of the assessment work done is carried out by the participants themselves and the major function of the centre is to provide the participants with feedback that is as much developmental as judgmental in nature. The primary objective of an Assessment Center is to match the right person with the available positions in an organization. Assessment Centre Method has a bearing on the following aspects of personnel management: staffing: decision making on selection, promotion, turnover and dismissal; staff development: determining educational and training requirements improving performance in management/staff relationships; bringing compensation policy in line with general policy objectives. To align the strategic intent in line with the market requirements. 1.2 Definitions of an Assessment Center given by Consultants, Academicians Practitioners * Assessment Centres are often described as the variety of testing techniques that allow the candidates to demonstrate, under standardized conditions, the skills and abilities most essential for success in a given job. Dennis A. Joiner, ‘Assessment centre in public sector: A practical approach, Public Personnel Management Journal. * An assessment center is a comprehensive standardized procedure in which multiple assessment techniques such as situational exercises and job simulation (business games, discussions, reports presentations) are used to evaluate individual employee for variety of manpower decisions. * An Assessment Centre consists of a standardized evaluation of behavior based on multiple inputs. Several trained observers and techniques are used. Judgements about behavior are made, in major part, from specifically developed assessment simulations. These judgements are pooled in a meeting among the assessors or by statistical integration process. In an integration discussion, comprehensive accounts of behavior, and often ratting of it, are pooled. The discussion results in evaluation of performance of the assessees on the dimensions/competencies or other variables that the assessment centre is designed to measure. Statistical combination methods should be validated in accordance with professionally accepted standards. ‘Guidelines and ethical considerations for assessment centre operations. 28th International Congress on Assessment Centre Methods * The main feature of assessment centres is that they are a multiple assessment process. There are five main ways in which that is so. A group of participants takes part in a variety of exercises observed by a team of trained assessors who evaluate each participant against a number of predetermined, job related behaviors. Decisions are then made by pooling shared data. Iain Ballantyne and Nigel Povah * An assessment centre is a process in which individuals participate in a series of exercises, most of which approximate what they would be called upon to do in the future job. Assessors usually selected from higher management levels in the firm, are trained to observe the participants and evaluate their performance as fairly and impartially as possible. -‘Can assessment centres be used to improve the salesperson selection process, E. James Randall, Ernest E. Cooke, Richard J. Jefferies, Journal of personal selling and sales management * An assessment centre is a multi-faceted and multi-dimensional approach designed to provide reliable and valid information about a range of competencies of an individual considered to be necessary for successful performance at a target level in a specific job. ‘360 degree feedback, competency mapping and assessment centres, Radha R. Sharma * Tata Management Training Centres definition of AC: AC is an integrated standardized process in which a series of exercises are used to assess people on pre-defined parameters. These pre-definedparameters define job success in a given organizationalcontext. Most of the exercises are simulation of job activities/work challenges that the candidate is expected to perform in the next level role/job. 1.3 History of Assessment Centers Assessment Centre process was first used sometime between the two world wars. The Treaty of Versailles, which ended the First World War, prevented Germany from rearming and thus the traditional approach to the selection of officers, which was of observing their performance in war or in exercises was denied to them. German psychologists then devised this method which involved a combination of tests, simulations and exercises to identify the potential of officer candidates. The British Army used this methodology in the early days of Second World War when they established the War Office Selection Boards (WOSBs), again for the selection of officer candidates. However, it was brought into the private sector only in 1956 after ATT (American Telephone Telegraph Company) used it for selection of high potentials for managerial positions. This was the first industrial application of the assessment centre methodology. Both individual characteristics of young managers as well as organizational settings in which they worked were studied and evaluation at the assessment centre was used to predict whether the participant would make it to the middle management in the next ten years or less. The sample included both recent college graduates and non-management personnel who had risen to the managerial positions relatively early in their career. The dimensions assessed included managerial functions like organizing, planning, decision making, general ability such as intellectual ability, personal impression, sensitivity, and values and attitudes, both work related and social. The success of the earlier work of ATT was followed by Standard Oil which was the second to a start assessment centres. This was followed by IBM, Sears Roebuck, General Electric, and Caterpillar tractors. By 1981 more than 2500 organizations applied this methodology to select potential managers 1.4 Assessment Centers in Asia The first assessment centre in Asia was for selecting project leaders for the entrepreneurship development programme in Gujarat. Subsequently, efforts were made to introduce it in Larsen and Toubro . LT did a lot of work on job profiling but never got to the stage of developing an assessment centre for potential appraisal. Crompton Greaves attempted to use an assessment centre approach for selecting their general managers from within. It is only in the 1990s that interest in assessment centres was renewed. This was a natural response to the need to ensure competent people manning strategic positions. A large number of Asian companies have established assessment centres and many others are exploring. The companies that are trying out include : RPG Group, Escorts, TISCO, Aditya Birla Group, Eicher, Cadburys, Castrol (India), Glaxo, Grindwell Norton, ONGC, Mahindra and Mahindra, SAIL, Siemens, Wipro, Wockhardt, and Johnson Johnson. Different organizations initiated assessment centres for recruitment, selection, placement, promotion, career development, performance appraisal, and succession planning and development purposes such as identification of training needs, identification high potential managers, create a pool of managerial talent and multifunctional managers that would be available across the business group, employee recognition and fast growth. Philips, Dr. Reddys Laboratories, and Global Trust Bank are organizations that have been using assessment centres. Some of these organizations are, in the process of developing Indian managerial talent and measure it periodically. Generally the competencies that are to be measured are determined by each organization by using methods such as job analysis, managerial aptitude profile surveys, identifying competencies in star performers, etc. A variety of assessment techniques are used in Asian organizations like in-baskets, business simulations, questionnaires, group discussions, role plays, interviews, case study, individual presentations, etc. While the need is felt by all organizations to test reliability and validity of the tools used, many of them are not testing them. Both internal and external assessors are used for evaluation. Assessor training is done either through in-house training programmes or with the aid of external institutions like Academy of HRD (Hyderabad), SHL (UK), etc. Some Asian organizations have also sought assistance from organizations abroad that are using assessment centres such as GE, and Motorola. 1.5 Training and Developmental Needs Analysis The assessment centre methodology can be used to measure the abilities of individuals against certain critical criteria and identify their training and developmental needs. Such assessment centres are more diagnostic than evaluative and can be termed as development centres. In the case of use of assessment centre methodology for early identification, promotion, and selection, a final yes-no decision is critical. But in diagnostic assessment centres or development centres, final overall decision is insignificant. Each dimension must be measured with a high degree of reliability and validity because decisions are being made on each dimension. Therefore, the dimensions to be studied should be made as specific as possible. Quick, easy training methods dont change peoples skill levels. Skill acquisition requires intensive, time-consuming classroom training and must be coupled with opportunities for on-the-job practice and feedback so new behaviors are â€Å"set† in the individuals repertoire. Because skill development takes a lot of time and effort, everyone cannot be trained in every skill. The assessment center method provides an effective means to determine training or developmental needs. Individuals then can be placed in the most appropriate program. The assessment center method is an excellent diagnostic tool because it separates an individuals abilities into specific areas (dimensions) and then seeks specific examples of good and poor behavior within each dimension. This helps the assessee and his/her boss determine more precisely what training and developmental activities are required. Almost all organizations using assessment centers for selection or promotion also use the information obtained to diagnose training needs. However, a major shift in focus is the large number of firms now using assessment centers solely to diagnose training needs. 1.6 Relationship between an Assessment Center and Development Center The type of centre can vary between the traditional assessment centre used purely for selection to the more modern development centre which involves self-assessment and whose primary purpose is development. One might ask the question Why group assessment and development centres together if they have different purposes? The answer to that question is threefold. Firstly, they both involve assessment and it is only the end use of the information obtained which is different i.e. one for selection and one for development; secondly, it is impossible to draw a line between assessment and development centres because all centres, be they for assessment or development naturally lie somewhere on a continuum somewhere between the two extremes; thirdly most assessment centres involve at least some development and most development centres involve at least some assessment. This means that it is very rare to find a centre devoted to pure assessment or pure development.. Also, it purely depends upon the Organizations requirements, its policies and procedures whether it wants to conduct an AC or a DC. It is easier to think about assessment centres as being equally to do with selection and development because a degree of assessment goes on in both. Development centres grew out a liberalisation of thinking about assessment centres and it is a historical quirk that while assessment centres were once used purely for selection and have evolved to have a more developmental flavour the language used to describe them has not. Another problem with using the assessment development dichotomy is that at the very least it causes us to infer that little or no assessment goes in development centres. While you will hear centres being called assessment or development centres remember that assessment goes on in both and so to some extent at least they are both assessment centres. The end result of this is that it is not possible to talk about assessment or development centres in any but the most general terms. It is more useful to talk about the constituent parts and general processes involved in each. In these terms we can identify a number of differences between assessment and development centres that one might typically find: Assessment centres usually * have a pass/fail criteria * are geared towards filing a job vacancy * address an immediate organisational need * have fewer assessors and more participants * involve line managers as assessors * have less emphasis placed on self-assessment * focus on what the candidate can do now * are geared to meet the needs of the organisation * assign the role of judge to assessors * place emphasis on selection with little or no developmental feedback and follow up * give feedback at a later date * involve the organisation having control over the information obtained * have very little pre-centre briefing * tend to be used with external candidates Development centres usually * do not have a pass/fail criteria * are geared towards developing the individual * address a longer term need * have a 1:1 ratio of assessor to participant * do not have line managers as assessors * have a greater emphasis placed on self-assessment * focus on potential * are geared to meet needs of the individual as well as the organisation * assign the role of facilitator to assessors * place emphasis on developmental feedback and follow up with little or no selection function * give feedback immediately * involve the individual having control over the information obtained * have a substantial pre-centre briefing * tend to be used with internal candidates Chapter 2 ASSESSMENT CENTERS INSIDE OUT 2.1 Stages in a typical Assessment Center A typical Assessment Center consists of the following stages. They are : Pre AC Stage During AC Stage Post AC Stage a. PRE AC STAGE * Defining the objective of AC . * Get approval for AC from the concerned officials. * Conduct job analysis. * Define the competencies required for the target position. * Identify the potential position holder and send them invitations. * Identify the observers. * Train the observers. * Design the AC exercises * Decide the rating methodology. * Make infrastructural arrangements. * Schedule the AC. * Informing the concerned people of the schedule. b. DURING AC STAGE * Explain participants the purpose of the AC, the procedure it would follow and its outcome. * Give instructions to the participants, before every exercise. * Distribute the competency-exercise matrix sheets among observers. * Conduct all exercises. * Conduct a discussion of all observers on every participants ratings, at the end of the session. * Make a report of the strengths and improvement areas of every participant. * Give feedback to participants. * Get feedback from participants and observers about the conduction of AC. c. POST AC STAGE * Compile reports of all participants and submit the list of selected participants to the concerned authorities. * Make improvements in the design according to the recommendations. * Evaluate the validity of results after a definite period. 2.2 Sequence of Steps of an Assessment Center Sequence of Steps of an Assessment Center ( Source ‘Assessment Center for Identifying potential project managers , a Paper for the 6th European Conference on Software Quality 1999 in Vienna ) 2.3 Factors for Evaluating Assessment Center Design Five Factors for evaluating the Center Design The COLAT Model (Source Research Paper ‘Assessment of Assessment Centers by Dr. P. Sethu Madhavan) Center Design The following factors related to the centre design can be used to evaluate and compare the Assessment Centers s in the backdrop of best practices and benchmarks. * Use of qualified resource persons, assessors and support staff * Content validity of the centre and the competency profiles * Use of triangulation and corroboration of assessment results Organizational Preparedness Organizational preparedness refers to following macro level factors, that need to be addressed adequately and established in order to make an assessment or development centre to work effectively. * Policies and procedures * Structure * Clarity of organisational objectives * Buy in, commitment and change management * Communication Linkages, integration and alignment It has been observed that organizations vary considerably in ensuring the linkages, integration and alignment of ACs with the other organisational level factors and the individual level factors. ACs, therefore can be evaluated based on the following best practice anchors falling under these dimensions. * Alignment with core values, vision, mission and strategy * Alignment and linkages with other key HR systems and processes * Alignment with external professional bodies ADCs should be â€Å"purposively† aligned with and derived from the strategy, vision, mission, values and culture of the organisation or the unit. The centre should be designed in such way as to ensure that it helps to meet the strategic objectives of the organisation Quality of Assessment tools and methods In many countries, professional associations and legal requirements dictate that ACs follow some standard practices in the selection, use and administration of assessment methods, especially the psychometric tests. India perhaps has been lagging behind in imposing national level professional standards and certifications to ensure competent and ethical use of psychometric tests. In the absence of any national level qualifications regarding the use of psychometric tests in India, many institutions have been doing a great service to fill this gap by offering, professional training and consultancy services. However, observations and experiences reveal that ACs still vary considerably on their eagerness to ensure quality of tools and methods. * Quality of administration * Reliability * Validity * Utility * Reactivity * Relevance * Test fairness(Statistical) * Technology and use of computers Treatment of Participants and Data Treatment of participants and data in assessment centers is very important from ethical point of view. Some variables and indicators related to this dimension are listed below. * Psychological fairness as perceived by the participants and stakeholders * Right to information, informed consent and informed decisions * Confidentiality and data protection * Feedback policy * Post assessment follow-up and support 2.4 Types of Assessment Exercises Some of the widely used Assessment Center Exercises are as follows : Assement Center Exercise An in-tray or in-basket exercise asks to assume a particular role as an employee of a fictitious company and work through the correspondence in your in-tray. This exercise is designed to measure candidates ability to organize and prioritize work. In a presentation exercise, candidate is given a topic or possibly a choice of topics and asked to make a presentation of around ten minutes with five minutes at the end for questions. This is designed to measure his presentation skills including the ability to organise and structure the information and to communicate his points clearly and concisely. Group discussion exercises involve working with other candidates as part of a team to resolve a presented issue. These exercises are designed to measure interpersonal skills such as group leadership, teamwork, negotiation, and group problem solving skills. Panel interviews are regarded as a more objective means of assessing the candidates suitability as he will be interviewed by between three and five people and therefore the decision is not reliant on just one persons opinion. In addition, they are usually more structured than a one-to-one interview as the panel need to assess all of the candidates against the same criteria. 2.5 How Assessment Center Exercises are Conducted ? The assessment centre method is utilized in a variety of settings including industry and business, government, armed forces, educational institutions, and safety forces to select individuals for supervisory, technical, sales, or management positions. One recent trend is in the development of mass testing. This is done by video-taping candidates as they perform various exercises and by using objectively scored exercises. This permits the assessment of a much larger number of candidates per day as the scoring is done later and requires far less observation and administration. Assesment Centre Procedure Assessment centres are usually used after the initial stages of the selection process, because of the large amount of time and expense in conducting them, and usually follow the initial job interview. Other measurements such as psychological tests may complement the selection process.: They are commonly held either on employers premises or in a hotel and are considered by many organizations to be the fairest and most accurate method of selecting staff. This is because a number of different selectors get to see you over a longer period of time and have the chance to see what you can do, rather than what you say you can do, in a variety of situations. Assessment Centres may be conducted by HR personnel within the employer company or by outside consultants. They are highly structured in their design, application, and assessment procedure and are specifically adapted to assess factors such as your level of skills, aptitude and compatibility with the organizations culture. Each test measures a range of indicators within these factors. During each test, a group of observers will rate the candidate on a range of set indicators, using a prescribed performance scale. Results are then cross compared against the same indicators, which are measured in other tests. Following test completion, observers meet to discuss the test results and reach a group consensus about the ratings. At the beginning of the assessment, participant should receive an initial briefing about the timetable of tests, location of rooms etc. Prior to each test, he will be given instructions describing the exercise, his role, timeframes, equipment etc. He will not be told in detail about the individual indicators which will be measured. In addition, he is unlikely to receive feedback on the results, unless he have been successfully selected. Assessment centers typically involve the participants completing a range of exercises which simulate the activities carried out in the target job. Various combinations of these exercises and sometimes other assessment methods like psychometric testing and interviews are used to assess particular competencies in individuals. The theory behind this is that if one wishes to predict future job performance then the best way of doing this is to get the individual to carry out a set of tasks which accurately sample those required in the job and are as similar to them as possible. The particular competencies used will depend upon the target job but one will often find competencies such as relating to people; resistance to stress; planning and organising; motivation; adaptability and flexibility; problem solving; leadership; communication; decision making and initiative. There are numerous possible competencies and the ones which are relevant to a particular job are determined through job ana lysis. The fact that a set of exercises is used demonstrates one crucial characteristic of an assessment centre namely that it is behaviour that is being observed and measured. This represents a significant departure from many traditional selection approaches which rely on the observer or selector attempting to infer personal characteristics from behaviour based upon subjective judgement and usually precious little evidence. This approach is rendered unfair and inaccurate by the subjective whims and biases of the selector and in many cases produces a selection decision based on a freewheeling social interaction after which a decision is made whether the individual is face fit with the organisation. 2.6 Essential Elements of an Assessment Center Assessment Centers must have the following criteria to be called so : 1. Job Analysis To understand job challenges and the competencies required for successful execution of the job. 2. Predefined competencies Modeling the competencies, which will be tested during the process. 3. Behavioral classification Behaviors displayed by participants must be classified into meaningful and relevant categories such as dimensions, attributes, characteristics, aptitudes, qualities, skills, abilities, competencies, and knowledge. 4. Assessment techniques These include a number of exercises to test the assessees of their potentials. Each competency is tested through atleast 2 exercises for gathering adequate evidence for the presence of particular competence. 5. Simulations The exercises should simulate the job responsibilities as closely as possible to eliminate potential errors in selection. 6. Observations Accurate and unbiased observation is the most critical aspect of an AC. 7. Observers Multiple observers are used to eliminate subjectivity and biases from the process. They are given thorough training in the process prior to participating in the AC. 8. Recording Behavior A systematic procedure of recording must be used by the assessors for future reference. The recording could be in the form of hand written note, behavioral checklist, audio-video recording etc. 9. Reports Each observer must make a detailed report of his observation before going for the discussion of integration of scores. 10. Data Integration The pooling of information from different assessors is done through statistical techniques. 2.7 Assessment Centers Usage Various Organizations use the data provided Assessment Centers as a Recruitment Strategy Assessment Centers as a Recruitment Strategy SYNOPSIS TOPIC : â€Å"Assessment Centers Its Pertinence, Functionality and Application† OBJECTIVE : Primary Objective The theme permeating this research is to know about the Assessment Centers inside out, its relevance in todays businesses, functions and objectives. Secondary Objective To apprehend the application of Assessment Centers in various firms. ABSTRACT : An Assessment Center is a process designed to assess whether candidates have the skills required for the job and the future potential that the organizations are looking for. It mainly comprises a range of activities or simulations designed to test these factors. Some of the activities that are included in Assessment Center are Psychometric Tests, In-basket Exercises, Group Exercises, Role Plays, Behavioural Interviews, Case Studies et al. The primary objective of an Assessment Center is to match the right person with the available positions in an organization. The assessment center method, in its modern form, came into existence as a result of the ATT Management Progress Study In this study, which began in the late 1950s, individuals entering management positions in Bell Telephone operating companies were assessed and, from then on, their careers were followed. The chief reason the assessment center method is valid in so many different countries is that it is an easily adaptable evaluation system. Assessment Centre Method has a bearing on the following aspects of personnel management: staffing: decision making on selection, promotion, turnover and dismissal; staff development: determining educational and training requirements improving performance in management/staff relationships; bringing compensation policy in line with general policy objectives. RESEARCH METHODOLOGY : The Research will consist of Secondary Data (Reference Books, Websites, Business Journals and Articles) and Primary Data (Questionnaire, Interviews from Industry Experts) GUIDE : Prof. Arvind Rajashekar, visiting faculty, IIPM. RESEARCH METHODOLOGY A Research is something that always has a question or a problem on the other side of it. The purpose behind ay research is to question through the application of Sciences or otherwise. It is a systematic and an in-depth study with the use of Primary and Secondary Instruments to gain more or complete knowledge of the subject under study. Research consists of Secondary and Primary Instruments 1. PRIMARY RESEARCH The Primary research consists of conducting a Questionnaire Survey with HR Professionals, business persons and Consultants. For this purpose, I have kept a Sample Size of 20 Respondents. The aim behind this survey is to get knowledge about Assessment Centers and its application and use by the Industry expert themselves and also Consultants who have applied Assessment Centers as a tool of Evaluation. 2. SECONDARY RESEARCH v The Secondary research consists of : a. Books on Assessment Centers b. Articles on the Internet c. Articles published in Business Journals d. HR Websites e. Research Papers by Industry experts Chapter 1 INTRODUCTION TO ASSESSMENT CENTERS 1.1 Assessment Centers A Gist An Assessment Center (AC) is a process designed to assess whether candidates have the skills required for the job and the future potential that the organizations are looking for. It mainly comprises a range of activities or simulations designed to test these factors. Some of the activities that are included in Assessment Center are Psychometric Tests, In-basket Exercises, Group Exercises, Role Plays, Behavioural Interviews, Case Studies et al. Traditionally an assessment centre consisted of a suite of exercises designed to assess a set of personal characteristics, it was seen as a rather formal process where the individuals being assessed had the results fed back to them in the context of a simple yes/no selection decision. However, recently definite shift is seen in thinking away from this traditional view of an assessment centre to one which stresses the developmental aspect of assessment. A consequence of this is that today it is very rare to come across an assessment centre which does not have at least some developmental aspect to it, increasingly assessment centres are stressing a collaborative approach which involves the individual actively participating in the process rather than being a passive recipient of it. In some cases we can even find assessment centres that are so developmental in their approach that most of the assessment work done is carried out by the participants themselves and the major function of the centre is to provide the participants with feedback that is as much developmental as judgmental in nature. The primary objective of an Assessment Center is to match the right person with the available positions in an organization. Assessment Centre Method has a bearing on the following aspects of personnel management: staffing: decision making on selection, promotion, turnover and dismissal; staff development: determining educational and training requirements improving performance in management/staff relationships; bringing compensation policy in line with general policy objectives. To align the strategic intent in line with the market requirements. 1.2 Definitions of an Assessment Center given by Consultants, Academicians Practitioners * Assessment Centres are often described as the variety of testing techniques that allow the candidates to demonstrate, under standardized conditions, the skills and abilities most essential for success in a given job. Dennis A. Joiner, ‘Assessment centre in public sector: A practical approach, Public Personnel Management Journal. * An assessment center is a comprehensive standardized procedure in which multiple assessment techniques such as situational exercises and job simulation (business games, discussions, reports presentations) are used to evaluate individual employee for variety of manpower decisions. * An Assessment Centre consists of a standardized evaluation of behavior based on multiple inputs. Several trained observers and techniques are used. Judgements about behavior are made, in major part, from specifically developed assessment simulations. These judgements are pooled in a meeting among the assessors or by statistical integration process. In an integration discussion, comprehensive accounts of behavior, and often ratting of it, are pooled. The discussion results in evaluation of performance of the assessees on the dimensions/competencies or other variables that the assessment centre is designed to measure. Statistical combination methods should be validated in accordance with professionally accepted standards. ‘Guidelines and ethical considerations for assessment centre operations. 28th International Congress on Assessment Centre Methods * The main feature of assessment centres is that they are a multiple assessment process. There are five main ways in which that is so. A group of participants takes part in a variety of exercises observed by a team of trained assessors who evaluate each participant against a number of predetermined, job related behaviors. Decisions are then made by pooling shared data. Iain Ballantyne and Nigel Povah * An assessment centre is a process in which individuals participate in a series of exercises, most of which approximate what they would be called upon to do in the future job. Assessors usually selected from higher management levels in the firm, are trained to observe the participants and evaluate their performance as fairly and impartially as possible. -‘Can assessment centres be used to improve the salesperson selection process, E. James Randall, Ernest E. Cooke, Richard J. Jefferies, Journal of personal selling and sales management * An assessment centre is a multi-faceted and multi-dimensional approach designed to provide reliable and valid information about a range of competencies of an individual considered to be necessary for successful performance at a target level in a specific job. ‘360 degree feedback, competency mapping and assessment centres, Radha R. Sharma * Tata Management Training Centres definition of AC: AC is an integrated standardized process in which a series of exercises are used to assess people on pre-defined parameters. These pre-definedparameters define job success in a given organizationalcontext. Most of the exercises are simulation of job activities/work challenges that the candidate is expected to perform in the next level role/job. 1.3 History of Assessment Centers Assessment Centre process was first used sometime between the two world wars. The Treaty of Versailles, which ended the First World War, prevented Germany from rearming and thus the traditional approach to the selection of officers, which was of observing their performance in war or in exercises was denied to them. German psychologists then devised this method which involved a combination of tests, simulations and exercises to identify the potential of officer candidates. The British Army used this methodology in the early days of Second World War when they established the War Office Selection Boards (WOSBs), again for the selection of officer candidates. However, it was brought into the private sector only in 1956 after ATT (American Telephone Telegraph Company) used it for selection of high potentials for managerial positions. This was the first industrial application of the assessment centre methodology. Both individual characteristics of young managers as well as organizational settings in which they worked were studied and evaluation at the assessment centre was used to predict whether the participant would make it to the middle management in the next ten years or less. The sample included both recent college graduates and non-management personnel who had risen to the managerial positions relatively early in their career. The dimensions assessed included managerial functions like organizing, planning, decision making, general ability such as intellectual ability, personal impression, sensitivity, and values and attitudes, both work related and social. The success of the earlier work of ATT was followed by Standard Oil which was the second to a start assessment centres. This was followed by IBM, Sears Roebuck, General Electric, and Caterpillar tractors. By 1981 more than 2500 organizations applied this methodology to select potential managers 1.4 Assessment Centers in Asia The first assessment centre in Asia was for selecting project leaders for the entrepreneurship development programme in Gujarat. Subsequently, efforts were made to introduce it in Larsen and Toubro . LT did a lot of work on job profiling but never got to the stage of developing an assessment centre for potential appraisal. Crompton Greaves attempted to use an assessment centre approach for selecting their general managers from within. It is only in the 1990s that interest in assessment centres was renewed. This was a natural response to the need to ensure competent people manning strategic positions. A large number of Asian companies have established assessment centres and many others are exploring. The companies that are trying out include : RPG Group, Escorts, TISCO, Aditya Birla Group, Eicher, Cadburys, Castrol (India), Glaxo, Grindwell Norton, ONGC, Mahindra and Mahindra, SAIL, Siemens, Wipro, Wockhardt, and Johnson Johnson. Different organizations initiated assessment centres for recruitment, selection, placement, promotion, career development, performance appraisal, and succession planning and development purposes such as identification of training needs, identification high potential managers, create a pool of managerial talent and multifunctional managers that would be available across the business group, employee recognition and fast growth. Philips, Dr. Reddys Laboratories, and Global Trust Bank are organizations that have been using assessment centres. Some of these organizations are, in the process of developing Indian managerial talent and measure it periodically. Generally the competencies that are to be measured are determined by each organization by using methods such as job analysis, managerial aptitude profile surveys, identifying competencies in star performers, etc. A variety of assessment techniques are used in Asian organizations like in-baskets, business simulations, questionnaires, group discussions, role plays, interviews, case study, individual presentations, etc. While the need is felt by all organizations to test reliability and validity of the tools used, many of them are not testing them. Both internal and external assessors are used for evaluation. Assessor training is done either through in-house training programmes or with the aid of external institutions like Academy of HRD (Hyderabad), SHL (UK), etc. Some Asian organizations have also sought assistance from organizations abroad that are using assessment centres such as GE, and Motorola. 1.5 Training and Developmental Needs Analysis The assessment centre methodology can be used to measure the abilities of individuals against certain critical criteria and identify their training and developmental needs. Such assessment centres are more diagnostic than evaluative and can be termed as development centres. In the case of use of assessment centre methodology for early identification, promotion, and selection, a final yes-no decision is critical. But in diagnostic assessment centres or development centres, final overall decision is insignificant. Each dimension must be measured with a high degree of reliability and validity because decisions are being made on each dimension. Therefore, the dimensions to be studied should be made as specific as possible. Quick, easy training methods dont change peoples skill levels. Skill acquisition requires intensive, time-consuming classroom training and must be coupled with opportunities for on-the-job practice and feedback so new behaviors are â€Å"set† in the individuals repertoire. Because skill development takes a lot of time and effort, everyone cannot be trained in every skill. The assessment center method provides an effective means to determine training or developmental needs. Individuals then can be placed in the most appropriate program. The assessment center method is an excellent diagnostic tool because it separates an individuals abilities into specific areas (dimensions) and then seeks specific examples of good and poor behavior within each dimension. This helps the assessee and his/her boss determine more precisely what training and developmental activities are required. Almost all organizations using assessment centers for selection or promotion also use the information obtained to diagnose training needs. However, a major shift in focus is the large number of firms now using assessment centers solely to diagnose training needs. 1.6 Relationship between an Assessment Center and Development Center The type of centre can vary between the traditional assessment centre used purely for selection to the more modern development centre which involves self-assessment and whose primary purpose is development. One might ask the question Why group assessment and development centres together if they have different purposes? The answer to that question is threefold. Firstly, they both involve assessment and it is only the end use of the information obtained which is different i.e. one for selection and one for development; secondly, it is impossible to draw a line between assessment and development centres because all centres, be they for assessment or development naturally lie somewhere on a continuum somewhere between the two extremes; thirdly most assessment centres involve at least some development and most development centres involve at least some assessment. This means that it is very rare to find a centre devoted to pure assessment or pure development.. Also, it purely depends upon the Organizations requirements, its policies and procedures whether it wants to conduct an AC or a DC. It is easier to think about assessment centres as being equally to do with selection and development because a degree of assessment goes on in both. Development centres grew out a liberalisation of thinking about assessment centres and it is a historical quirk that while assessment centres were once used purely for selection and have evolved to have a more developmental flavour the language used to describe them has not. Another problem with using the assessment development dichotomy is that at the very least it causes us to infer that little or no assessment goes in development centres. While you will hear centres being called assessment or development centres remember that assessment goes on in both and so to some extent at least they are both assessment centres. The end result of this is that it is not possible to talk about assessment or development centres in any but the most general terms. It is more useful to talk about the constituent parts and general processes involved in each. In these terms we can identify a number of differences between assessment and development centres that one might typically find: Assessment centres usually * have a pass/fail criteria * are geared towards filing a job vacancy * address an immediate organisational need * have fewer assessors and more participants * involve line managers as assessors * have less emphasis placed on self-assessment * focus on what the candidate can do now * are geared to meet the needs of the organisation * assign the role of judge to assessors * place emphasis on selection with little or no developmental feedback and follow up * give feedback at a later date * involve the organisation having control over the information obtained * have very little pre-centre briefing * tend to be used with external candidates Development centres usually * do not have a pass/fail criteria * are geared towards developing the individual * address a longer term need * have a 1:1 ratio of assessor to participant * do not have line managers as assessors * have a greater emphasis placed on self-assessment * focus on potential * are geared to meet needs of the individual as well as the organisation * assign the role of facilitator to assessors * place emphasis on developmental feedback and follow up with little or no selection function * give feedback immediately * involve the individual having control over the information obtained * have a substantial pre-centre briefing * tend to be used with internal candidates Chapter 2 ASSESSMENT CENTERS INSIDE OUT 2.1 Stages in a typical Assessment Center A typical Assessment Center consists of the following stages. They are : Pre AC Stage During AC Stage Post AC Stage a. PRE AC STAGE * Defining the objective of AC . * Get approval for AC from the concerned officials. * Conduct job analysis. * Define the competencies required for the target position. * Identify the potential position holder and send them invitations. * Identify the observers. * Train the observers. * Design the AC exercises * Decide the rating methodology. * Make infrastructural arrangements. * Schedule the AC. * Informing the concerned people of the schedule. b. DURING AC STAGE * Explain participants the purpose of the AC, the procedure it would follow and its outcome. * Give instructions to the participants, before every exercise. * Distribute the competency-exercise matrix sheets among observers. * Conduct all exercises. * Conduct a discussion of all observers on every participants ratings, at the end of the session. * Make a report of the strengths and improvement areas of every participant. * Give feedback to participants. * Get feedback from participants and observers about the conduction of AC. c. POST AC STAGE * Compile reports of all participants and submit the list of selected participants to the concerned authorities. * Make improvements in the design according to the recommendations. * Evaluate the validity of results after a definite period. 2.2 Sequence of Steps of an Assessment Center Sequence of Steps of an Assessment Center ( Source ‘Assessment Center for Identifying potential project managers , a Paper for the 6th European Conference on Software Quality 1999 in Vienna ) 2.3 Factors for Evaluating Assessment Center Design Five Factors for evaluating the Center Design The COLAT Model (Source Research Paper ‘Assessment of Assessment Centers by Dr. P. Sethu Madhavan) Center Design The following factors related to the centre design can be used to evaluate and compare the Assessment Centers s in the backdrop of best practices and benchmarks. * Use of qualified resource persons, assessors and support staff * Content validity of the centre and the competency profiles * Use of triangulation and corroboration of assessment results Organizational Preparedness Organizational preparedness refers to following macro level factors, that need to be addressed adequately and established in order to make an assessment or development centre to work effectively. * Policies and procedures * Structure * Clarity of organisational objectives * Buy in, commitment and change management * Communication Linkages, integration and alignment It has been observed that organizations vary considerably in ensuring the linkages, integration and alignment of ACs with the other organisational level factors and the individual level factors. ACs, therefore can be evaluated based on the following best practice anchors falling under these dimensions. * Alignment with core values, vision, mission and strategy * Alignment and linkages with other key HR systems and processes * Alignment with external professional bodies ADCs should be â€Å"purposively† aligned with and derived from the strategy, vision, mission, values and culture of the organisation or the unit. The centre should be designed in such way as to ensure that it helps to meet the strategic objectives of the organisation Quality of Assessment tools and methods In many countries, professional associations and legal requirements dictate that ACs follow some standard practices in the selection, use and administration of assessment methods, especially the psychometric tests. India perhaps has been lagging behind in imposing national level professional standards and certifications to ensure competent and ethical use of psychometric tests. In the absence of any national level qualifications regarding the use of psychometric tests in India, many institutions have been doing a great service to fill this gap by offering, professional training and consultancy services. However, observations and experiences reveal that ACs still vary considerably on their eagerness to ensure quality of tools and methods. * Quality of administration * Reliability * Validity * Utility * Reactivity * Relevance * Test fairness(Statistical) * Technology and use of computers Treatment of Participants and Data Treatment of participants and data in assessment centers is very important from ethical point of view. Some variables and indicators related to this dimension are listed below. * Psychological fairness as perceived by the participants and stakeholders * Right to information, informed consent and informed decisions * Confidentiality and data protection * Feedback policy * Post assessment follow-up and support 2.4 Types of Assessment Exercises Some of the widely used Assessment Center Exercises are as follows : Assement Center Exercise An in-tray or in-basket exercise asks to assume a particular role as an employee of a fictitious company and work through the correspondence in your in-tray. This exercise is designed to measure candidates ability to organize and prioritize work. In a presentation exercise, candidate is given a topic or possibly a choice of topics and asked to make a presentation of around ten minutes with five minutes at the end for questions. This is designed to measure his presentation skills including the ability to organise and structure the information and to communicate his points clearly and concisely. Group discussion exercises involve working with other candidates as part of a team to resolve a presented issue. These exercises are designed to measure interpersonal skills such as group leadership, teamwork, negotiation, and group problem solving skills. Panel interviews are regarded as a more objective means of assessing the candidates suitability as he will be interviewed by between three and five people and therefore the decision is not reliant on just one persons opinion. In addition, they are usually more structured than a one-to-one interview as the panel need to assess all of the candidates against the same criteria. 2.5 How Assessment Center Exercises are Conducted ? The assessment centre method is utilized in a variety of settings including industry and business, government, armed forces, educational institutions, and safety forces to select individuals for supervisory, technical, sales, or management positions. One recent trend is in the development of mass testing. This is done by video-taping candidates as they perform various exercises and by using objectively scored exercises. This permits the assessment of a much larger number of candidates per day as the scoring is done later and requires far less observation and administration. Assesment Centre Procedure Assessment centres are usually used after the initial stages of the selection process, because of the large amount of time and expense in conducting them, and usually follow the initial job interview. Other measurements such as psychological tests may complement the selection process.: They are commonly held either on employers premises or in a hotel and are considered by many organizations to be the fairest and most accurate method of selecting staff. This is because a number of different selectors get to see you over a longer period of time and have the chance to see what you can do, rather than what you say you can do, in a variety of situations. Assessment Centres may be conducted by HR personnel within the employer company or by outside consultants. They are highly structured in their design, application, and assessment procedure and are specifically adapted to assess factors such as your level of skills, aptitude and compatibility with the organizations culture. Each test measures a range of indicators within these factors. During each test, a group of observers will rate the candidate on a range of set indicators, using a prescribed performance scale. Results are then cross compared against the same indicators, which are measured in other tests. Following test completion, observers meet to discuss the test results and reach a group consensus about the ratings. At the beginning of the assessment, participant should receive an initial briefing about the timetable of tests, location of rooms etc. Prior to each test, he will be given instructions describing the exercise, his role, timeframes, equipment etc. He will not be told in detail about the individual indicators which will be measured. In addition, he is unlikely to receive feedback on the results, unless he have been successfully selected. Assessment centers typically involve the participants completing a range of exercises which simulate the activities carried out in the target job. Various combinations of these exercises and sometimes other assessment methods like psychometric testing and interviews are used to assess particular competencies in individuals. The theory behind this is that if one wishes to predict future job performance then the best way of doing this is to get the individual to carry out a set of tasks which accurately sample those required in the job and are as similar to them as possible. The particular competencies used will depend upon the target job but one will often find competencies such as relating to people; resistance to stress; planning and organising; motivation; adaptability and flexibility; problem solving; leadership; communication; decision making and initiative. There are numerous possible competencies and the ones which are relevant to a particular job are determined through job ana lysis. The fact that a set of exercises is used demonstrates one crucial characteristic of an assessment centre namely that it is behaviour that is being observed and measured. This represents a significant departure from many traditional selection approaches which rely on the observer or selector attempting to infer personal characteristics from behaviour based upon subjective judgement and usually precious little evidence. This approach is rendered unfair and inaccurate by the subjective whims and biases of the selector and in many cases produces a selection decision based on a freewheeling social interaction after which a decision is made whether the individual is face fit with the organisation. 2.6 Essential Elements of an Assessment Center Assessment Centers must have the following criteria to be called so : 1. Job Analysis To understand job challenges and the competencies required for successful execution of the job. 2. Predefined competencies Modeling the competencies, which will be tested during the process. 3. Behavioral classification Behaviors displayed by participants must be classified into meaningful and relevant categories such as dimensions, attributes, characteristics, aptitudes, qualities, skills, abilities, competencies, and knowledge. 4. Assessment techniques These include a number of exercises to test the assessees of their potentials. Each competency is tested through atleast 2 exercises for gathering adequate evidence for the presence of particular competence. 5. Simulations The exercises should simulate the job responsibilities as closely as possible to eliminate potential errors in selection. 6. Observations Accurate and unbiased observation is the most critical aspect of an AC. 7. Observers Multiple observers are used to eliminate subjectivity and biases from the process. They are given thorough training in the process prior to participating in the AC. 8. Recording Behavior A systematic procedure of recording must be used by the assessors for future reference. The recording could be in the form of hand written note, behavioral checklist, audio-video recording etc. 9. Reports Each observer must make a detailed report of his observation before going for the discussion of integration of scores. 10. Data Integration The pooling of information from different assessors is done through statistical techniques. 2.7 Assessment Centers Usage Various Organizations use the data provided

Celestial Travel Agency: Marketing Strategy of Philippine Tourism in the United Kingdom

INTRODUCTION The hospitality and tourism industry is one of the most flourishing industries in the world; thus, almost every country relies on the industry. The income that a country gains from the industry is almost half of its gross national product. However, for developed countries, such as the United Kingdom, promoting hospitality and tourism is not a problem since they are already known and well-established worldwide. On the other hand, for developing countries where they mostly rely on the industry for income, such as the Philippines, upholding their hospitality and tourism sector will be hard.A lot of factors have to be considered, for instance, safety and security of the tourists, the cost of the tour, and the significance of the place as tourism nowadays relies on popularity—the more popular the place is, the more tourists it will attract. Thus, the demand for effective marketing strategies and public relations is a necessity. There are Filipino travel agencies in the UK, yet the number of British people who visit the Philippines is still low compared to the other countries in Europe, such as Germany and Netherlands.The main reason for this is the effectiveness of the marketing strategies used by these agencies. It is also noted that most of these travel agencies focus on the Filipinos in the UK as their target market. This research aims to develop marketing strategies for a hospitality and tourism organization by critically evaluating marketing strategies in the hospitality and tourism sector, assessing the role of network and customer relationship marketing strategies for hospitality and tourism organizations, and recommending marketing and customer loyalty strategies for a hospitality or tourism organization.Also, it aspires to critically evaluate marketing communication strategies for hospitality and tourism organizations through brand strategies, e-marketing, viral marketing, and guerilla marketing. The author chooses Celestial Travel Agenc y, a Filipino travel agency based in Victoria, London. The agency offers travel and tour packages to the United Kingdom and some parts of Europe and the Philippines. Majority of its clients are the Filipinos who are in the United Kingdom.The researcher will investigate the marketing strategies the organization is utilizing, and afterwards, the author will develop a marketing strategy that can be viable for the organization in order to increase market share. METHODOLOGY OF RESEARCH This study is a qualitative research that attempts to discover the best marketing strategies utilized by organizations in the hospitality and tourism industry that will be applicable to the subject of research. It intends to accrue existing data governing the principles of marketing strategies. Thus, secondary research will be exhausted during the course of research.ESSENCE OF MARKETING Marketing (Armstrong, et. al) is â€Å"managing profitable customer relationships. † It has two main goals which a re to attract potential customers by guaranteeing them superior quality of service and products and keeping the current customers and making them loyal to the organization by giving them satisfaction. The sole purpose of marketing is to deal with customers; however, it is not the simplest function in the business world as it involves a lot of activities from product development, production, and distribution to branding, selling, and advertising.Hospitality and tourism organization has to understand that nowadays, marketing is not just about simply telling and selling of goods, but it is about satisfying customer needs as well. The marketing department of an organization is the busiest and in fact carries the heaviest load of promoting the products. Whatever the profit that the organization makes is reflected on the activities done by the marketing department. Figure 1. A simple model of the marketing process. When doing marketing, one must have to consider that most consumers are: ? More concern to the prices of a product or a service Gives less interests to marketing messages ?From the average segment of the society Given this situation, a marketing manager has to bear in mind the substantial four P’s of marketing strategy: ? Product – making the appropriate product or a service for chosen target market. Research and analysis has to be done to determine the wants and the needs of the market and that the product to be created should fulfill these specifications. ?Place – the place to market the product has to be properly regarded especially during the process of transporting and distributing the goods and services. Promotion – this division relates to public relations, advertising, and other activities that are conducted to influence the behavior of the consumers toward the product being marketed. ?Price – the product has to be logically priced and that the pricing strategy the organization will use must have a long-term effe ct; thus, several factors are considered whenever pricing a product or a service. The four P’s mentioned are the essentials of marketing, making them the basic things to consider before starting the process of product conceptualization to distribution in the market.When an organization will be able to carry out the following aspects of marketing properly, the profit margin will undoubtedly increase. CELESTIAL TRAVEL AGENCY AND THE FILIPINOS IN THE UNITED KINGDOM The Filipinos are known around the world in the fields of nursing and health care, hospitality and tourism, and Information and Technology and engineering. Out of the 94 million Filipino population, about 8. 7 to 11 million are working, living, or studying overseas, mostly in the Americas, Middle East and Europe. In 2009, about 250,000 Filipinos are working and studying in the United Kingdom alone.The population of Filipinos in the UK is considered to be a big market for Filipino travel agencies operating in the Unite d Kingdom. Since Filipinos are known to love travelling and always want to visit their homeland whenever they are abroad, Filipino travel agencies will not run out of business even if they are just catering to their fellowmen who are living overseas. However, these travel agencies can widen their market share when they try to deviate from the traditional operations of just servicing their fellowmen. The United Kingdom is a very big market for the hospitality and tourism industry.In as much as there are a lot of tourists coming to the UK, there are also a lot of British people who leave the UK to go on holidays in different destinations around the world, and most of them go to tropical countries to avert from the cold climate of the UK. The British people are known to often go on holidays once or twice a year, may they be students, families, or stressed workers. Thus, promoting travel and tour services to the Philippines to the British people market and possibly the European market w ill be a big accomplishment for the organization.To market the Philippines as a holiday destination in Southeast Asia to the international arena is a difficult task because of its palpable competitors, such as Cambodia, Thailand, Malaysia, and Indonesia, which are mostly visited by international tourists mainly coming from Europe and the Americas. Also, the location of the Philippines is not strategic so as to attract more tourists, especially those who have already gone to its neighbouring countries. Moreover, since the Philippines is a group of more than 7,000 islands, to tour it alone takes a lot of time.One must have to travel either by plane or vessel, and bus when on the main island. When people from overseas talk of the Southeast Asian Region, the countries that the people first think of are Cambodia, Thailand, Indonesia, and Malaysia. These four countries are always featured and advertised in newspapers, magazines, on television and a lot more. Thus, considering the number o f Filipino travel agencies in the UK, which is about twenty-five, the number of UK tourists in the Philippine should have increased in the past years. The presence of these agencies would have been a big influence in boosting the Philippine tourism.One of these travel agencies is Celestial Travel and Tours Limited which is the subject of this research. Celestial Travel and Tours Limited is a travel and tours agency that caters mostly to the Filipino people living in the United Kingdom. The products that the organization offers are travel and tour packages to major Philippine destinations and within the United Kingdom and its neighboring countries, such as France, Germany, Netherlands, and Spain, and consultations involving travels in the Far East and world-wide destinations.The organization was established in April 2002 by four professional Filipino women who had extensive knowledge and experience in hospitality and tourism management. The organization’s mission is to provide travel needs and services to the Filipino people. However, most of its services are just travel packages. It is because of the factor that they cater only to the Filipinos in the UK. Tour packages for destinations in the Philippines are seldom being bought, but the packages for places in Europe, for instance Barcelona, Lile, Paris, Amsterdam, and Brussels, are often sold out.Celestial travel agency is the most respected agency among all Filipino travel agencies in the UK. It has a very strong presence in Greater London. It has a very strong network within the Filipino community in UK and some parts of Europe. In an interview with one of the managers, she mentioned that the organization was doing well during the past years. Travel services, especially plane tickets, and UK and Europe tour packages were hitting very good market figures. When asked on the tour packages in the Philippines, she said that the packages were rarely purchased.The reason being is the organization’s ta rget market which is mainly the Filipino community who would rather go to Europe than visiting the prime Philippine tourist destinations. Celestial travel agency has a very good potential of increasing its market share without totally expanding the business. Expansion will definitely come in the future. Since its inception, the organization still remains to be a small-time business with just a little increase of its market share yearly.Since the organization has already established its status in the market as a trusted agency for travel and tours in the UK and Europe, the organization has to focus on improving its sales on the travel and tour packages in the Philippines. The UK is a big market for outbound tourists, and therefore, Celestial Travel Agency just needs the appropriate marketing strategies and public relations to promote the Philippines as a tourist destination to the UK market. ?Brand Identity and Strategy Brand identity is the key to building a name in the business wor ld.Nowadays, consumers rely so much on brand names rather than the products. Companies struggle so much when introducing their products to the market, and those who are able to maintain the quality of their products and services for a long period of time can keep up to the market competition, even so making the competition less competitive for them as they are already well-established. Creating a consistent identity is a very challenging task for marketing since it will carry the totality of the company in the business world. The brand identity bears the ideas, the products and services, and the values of the company.A coherent and well-thought brand identity can be a big tool for advertising creating loyalty from clients for repeat business. Celestial Travel Agency has established its brand identity among the Filipino community in the UK making it a well respected establishment. The organization has to establish its brand identity in the UK market in general, not just the Filipino. It must attain a well-trusted level status to be able to promote its products and services in its new market. Furthermore, it has to maintain the good rapport with the Filipino community, thus, satisfying their needs is essential, and proper marketing can be used to do this.The organization has to bear in mind that to create their big web/network, they will need the first market to do this. ?Network and Relationship Marketing A company’s relationship with its customers is vital. However, how can an organization develop relationship with its customers and soon built a network from them? As most marketers say, â€Å"Relate first, market second. † Marketers always have to make the best impression about them and their products and services and be able to build rapport between them and their customers.Personal interaction is the first step to doing network and relationship marketing, and moving the customers to higher level of loyalty is its main purpose. Doing this strate gy, one must have a thorough knowledge and understanding of the customer’s needs and individuality. As Smith (2011) says, â€Å"Think of relationship marketing as a term with the following overarching definition: those efforts that will make your prospective customers aware of your products and services, position your business in their minds as the obvious choice, and help you build lifelong profitable relationships with them. This marketing strategy is the most effective way to build a big network of customers. However, this strategy is sometimes misused by a lot of marketers especially when they do relationship marketing. Relationship marketing requires the marketers to be honest since he or she might spoil the relationship that was built in the first meeting. Marketers have to bear in mind to always practice responsible relationship marketing. Network and relationship marketing is mostly used by small time businesses as a way to introduce their products to the market, esp ecially to the immediate community they are linked to.It is a great strategy to communications development that makes relationship marketing become the tool to widened network. Celestial Travel Agency utilized this strategy when it started in 2002. Through confidence and honesty, the managers began introducing their services to the Filipinos they know and the ones they met mostly during gatherings. The relationship they were able to build with a number of people started to make a big network of clients. However, they still need to improve on this strategy as it will lead to them to a more stable and successful business.Furthermore, the strategy will enable them to develop a new market, the UK market, for their tour packages to the Philippines. Through proper use of communications technology, the organization can easily rebuild the network they have established to an even wider and bigger network. The organization has to deviate from the traditional way of engaging people to relation ships in order to build business contact with them. The current network of the organization is a great strength to building the opportunity of making it a wider network to market the organization products and services.Going personal contact with people (offline) and communicating through means of Internet (online) makes relationship marketing a broader strategy to make use of. Also, it is beneficial to use the social networking marketing hype. Social networking are extremely valuable to marketers since they do not need to personally talk to these people one by one, but thousands of people can read your adverts or messages on these sites in just a click away. The good thing about these social networking sites is that they are people-focused and other people’s network can also be another person’s network.Thus, doing relationship marketing through these sites is undeniably useful and can give a great amount of returns. ?Strategic Customer Relations Optimizing customer sat isfaction and developing Customer Relationship Management is one of the most challenging tasks that businesses face nowadays. Many organization invest on improves customer service to be able to stabilize customer satisfaction. In order to establish excellent customer service, an organization must essentially develop a customer relationship focused culture.In this practice, the employees who always deal with customers must always be updated on the modernize ways to improving customer service skills. Celestial Travel Agency does not regularly updates its staff or let them undertake trainings in relation to customer service. Thus, there are times that they lose some of their customers, even the valued ones. Constant monitoring of the employees’ performance is a must so as not to jeopardize the well established system and customer relations. Communicating with the customer in an efficient way will result to repeat business.It is to be noted that the products and services offered by the organization is harder to market as it is intangible compared to food and other things that satisfy the basic needs of human beings. ?There are ways to improve customer relations through the following: ? Providing training in key areas that are important in rendering excellent personal service ? Reinforce the skills and abilities the employees have through continuous coaching and feedback ? Measure current performance levels ?Recognition through rewards, may it be monetary and non-monetary, to motivate the employees further to excel ?Establishing effective service delivery processes ?E-marketing Marketers will find e-marketing an easy way to advertise their products without having to spend money that much. Marketers can advertise online for free through blogs, social networks, forums, and even free websites. In addition, the mass market online is enormous and e-marketing will allow marketers to make a personalized type of marketing that gives much focus to their products and services. E-marketing has a lot of benefits to give to an organization which includes the following: ? Openness ?Global Contact ?Minimal Cost Traceable and Measurable Results ?Personalisation ?Social Currency ?Improved Conversion Rates Celestial Travel Agency has its own website; however, it is not being updates every now and then. Thus, information on any recent activities or packages that the organization offers to the public cannot be easily accessible. This is mainly because keeping up the website cost money which the organization cannot afford to shell out since the website needs updates and maintenance every time. Keeping an IT personnel for the company that only works twice a week is very much impractical.Besides, the rate for IT staff in the United Kingdom is way too expensive. However, the organization has to bear in mind that keeping the website is a way to reach to the global market, not just the UK market. The company’s valued clients who live outside the UK basic ally will try to reach the company through the website and customers often purchase products online especially tour packages and travels. Also, on the Internet, there are a lot of activities done by its users, who can be travelers, and they often check out forums.There are forums and blogs built for specific topics, such as tourism, food, and a lot more. On these forums and blogs, related links and links are often circulated to its users and updated websites are mostly posted here. In addition, the influence of social networking sites is prominent to Internet users. Any future activities or tours that the organization plans to do can just be posted on these social networking sites and will soon be shared by a lot of users. The circulation of the information is way too fast that feedbacks can be expected straight away.Information dissemination through social networks is very much fast and quick. Yet, the information has to be check and should always be on the new or recent posts, els e, superfluous posts will overshadow the post intended to be marketed. The organization must always update its websites and posts and encourage their valued user to give testimonials as these will help the company gain more customers online. The strength of e-marketing is strong and opportunities are endless, but the organization must take extra care doing e-marketing as fraud cases are soaring. Guerilla Marketing Levinson, et. al (2007) stated that â€Å"Guerilla Marketing simplifies the complexities and explains how entrepreneurs can use marketing to generate maximum profits from minimum investments. † Guerilla marketing has deviated from the traditional style of marketing where money or investments play an important role to make marketing effective. The guerilla approach is very much suitable to Celestial Travel Agency since the organization is a small business and guerilla marketing is an economical way of marketing products and services.Through this approach, the organiz ation can develop different techniques of promoting its services. Undoubtedly, the guerilla approach is already â€Å"tried and tested† to be very much efficient. However, the strategy requires the marketers to do research and make a campaign plan that is unconventional. Nowadays, marketing adverts and messages has to be humorous and extraordinary to be noticed by people. In as much as it is inexpensive, the guerilla approach takes time to materialize. Unlike the traditional way of marketing where money is a big factor, so results can be seen after a short span of time.Conceptualization takes a lot of time while the implementation process challenging since several methods might be used to test the efficiency of the ideas. Since guerilla marketing is very much unconventional, it does not limit the marketers to a number of ways of doing the marketing yet it requires a high level of energy and dedication. ?Viral Marketing Coined from the word ‘virus,’ viral marketin g strategy makes a great influence in the market, just like a virus, when done properly. Creating impact is the important element of this marketing strategy.Viral marketing is a challenging strategy since an excellent idea is needed to make the advertisement stand out among all other commercials. This strategy is extremely effective and simple but making it work is the difficult task. The first step is to make a buzz. There are many ways to do this and the most effective way is to go on television. It is not making another big advertisement to air on TV, but news, such as media coverage. The good thing about media coverage is it hits the local community straight away and then national level.Furthermore, about seventy percent of the population watch news. Also, news reaches even the people who live in distant areas from the capital. Another way of creating a buzz is going online, through social networking sites. The strategy employed the concept of using the social networks of other people so that they can propagate and expose their products and services. People can easily get influenced from what their peers tell them, and on networking sites, there are millions people; thus, it is easy to make a viral effect on these sites.Celestial Travel Agency will find it difficult to do this marketing strategy. Most of the successful viral marketing advertisements are about the food sector. Nonetheless, the organization can still utilize this strategy in promoting their services, yet minimal results must be expected. Since the agency wants to develop their UK market, not focusing on the UK Filipino community, to market its package tours to the Philippines, the organization can take advantage of the current tourist news about the country.For instance, the result of the new Seven Wonder of Nature can be turned into hype among all the tourists, especially the adventure-seekers travelers of UK. The new seven wonders is big news in the tourism industry; therefore, travelers w ill be eager to discover these places. Moreover, there are also tourist spots in the Philippines that are featured on the news which the organization to battle the tight competition of the tourism industry. British tourists will then know that there are wonderful places to see in the Philippines.Also, travelling around the country is very cheap compared to other South East Asian countries. ?CONCLUSION AND RECOMMENDATION The Philippines has a lot to offer to the world, not just to the UK tourist market, which is the prospect market of the organization for market development. Through the unconventional marketing strategies, such as viral marketing and guerilla marketing, Celestial Travel Agency will not find it difficult to market the Philippines to the UK market. Understanding the wants of the UK market when it comes to going on holidays, the places they choose to go to.The British people are fond of adventure or outdoor activities and love going to the beaches, and since the Philipp ines is a tropical country that offers not only beautiful beaches but extreme outdoor activities too, such as mountaineering, scuba diving, spelunking, etc. , it can become a prime tropical tourist destination. The organization can take advantage of the news features regarding the tourist spots of the Philippines and make it viral. Using news, such as â€Å"Top 20 beaches,† â€Å"Seven Wonders of Nature,† and the other tourist destination rankings, the organization can utilize this and use the guerilla approach to making a â€Å"craze† over it.The organization can do a buzz using blogs, forums, and social networking sites. It can even use upload a marketing ad on Youtube and post it on the different social networking sites. The research understands that the organization has very minimal budget for marketing, thus, e-marketing, guerilla marketing, and viral marketing strategies will be very effective to achieving its desired goals of developing the British market as key tourists to the Philippines.

Prison and Asylum Reform in the 19th Century Essay

In early American society, criminals that were held by our government we executed, whipped, and held in a dark cell for a short amount of time. The insane wandered around as a danger to themselves and people around them; and the churches caer took the poor. In the 1820s and 1830s there was a growing number of criminals, lunatics, and the poor people. Reformers wanted to establish an official institute for them. The reformers believed that reform and rehabilitation was possible in a controlled environment. The reformers had a few goals that they wanted to establish. They wanted more separation; the mentally ill children should not be held together with the convicts. They also wanted better prison grounds with better conditions. They wanted the abuse to be reduced; no more whipping and other forms of torture. They wanted change. Dorothea Dix was a Sunday school teacher at the East Cambridge jail. There, she was exposed to the horrible conditions these people had to live with such as no heat, no separation between the criminals, the children and the mentally ill. Dorothea was horrified by this and secured a court order to make improvements. She wondered about other jails in Massachusetts; so she traveled and the conditions were worse. She was so disturbed by what she saw she set out to reform prisons and asylums everywhere. Dorothea was a major factor in the reform. She helped cause awareness to the serious matter and she was responsible for the building of hospitals for the insane. In 1835 The United States had two of the best prisons in Pennsylvania. The two prisons were a product of the on going reform and were both a success. New York and Pennsylvania had the best prisons because they experimented with solitary confinement, where the criminal could reflect on their sins and not be infl uenced by other inmates. Dorothea Dix, in March of 1841, taught a Sunday class for woman at the East Cambridge Jail. This shows that she thinks that even if people are in jail or prison, that they are still people but just need to be world with. The question we are looking for is if prisons were meant for punishment or to help make these people better people for the future; future was a big question at that time. All in all, most of these reformers’ goals were met. They wanted change and they got it. They believed in something so much with such passion that they actually changed American history; and that is why  American justice system is one of the best.

Are AP Classes Worth It Should You Take Them

Are AP Classes Worth It Should You Take Them SAT / ACT Prep Online Guides and Tips If you're in high school, you've probably heard about AP classes. You might have even taken some already. But is all the hard work that goes into an AP class actually worth it? We think AP classes can be a great choice for students, as long as you’re well prepared, get a lot out of the class, and align your schedule to work with your college goals. However, AP classes might not always be the best choice. Keep reading to learn when AP classes are a good idea and when they're wasting your time- as well as what steps you must take to build an optimal schedule. How AP Classes Can Be Worthwhile: 4 Benefits There are several compelling reasons to take AP classes in high school. We'll discuss the different ways taking AP classes can help you discover new interests and make you a competitive applicant for college. #1: You Can Get a Challenging, Rigorous Academic Experience AP classes exist to expose high school students to college-level courses. Even though you’re taking the class at your high school, AP classes tend to have harder, more detailed curriculums than your typical high school classes do. So if you’re looking to take more difficult classes or want to impress college admissions offices with a rigorous schedule, AP classes can be a great way to up the rigor of your schedule. (As we’ve discussed in the past, AP classes are just one way to signal to colleges that you're taking the most challenging schedule available to you as a high school student.) AP classes are also useful for showing off a particular academic strength. For example, if you’re strong in math, taking AP Calculus BC and getting a 5 on the test is a concrete way to demonstrate your skills to admissions committees. #2: You Can Earn College Credit If you pass the AP test at the end of the school year (meaningyou get a score of 3 or higher), you will be eligible to receive college credit for that test. This processcan vary at different colleges. While some will grant you actual course credit, allowing you to graduate faster and therefore save time and money, others will use the AP credit to put you in harder classes as a freshman. Either way, AP credit can be very helpful! We recommend looking up the AP credit policies of schools you’re interested in to get a better idea of how the AP classes you want to take could save you time and/or money in college. #3: You Can Learn Time Management and Self-Study Skills Maybe this isn’t the most exciting reason, but taking AP classes can really improve your studying skills. Since AP classes culminate in a cumulative test at the end of the school year, you can’t just go from unit to unit as you can in other high school classes.Rather, you need to ensure you're retaining information the whole year and have a foolproof study plan for the AP test! While any good AP teacher will include review sessions in their curriculum, since there is limited classroom time, students will inevitably have to do some studying on their own. Speaking from experience, I learned a lot of my time-management and study skills by taking AP classes in high school. Every year, I made my own study schedules in the spring to make sure I was prepared for each AP test. Making study schedules and sticking to them ultimately helped me develop more effective time-management skills, which were invaluable in college! #4: You Can Explore New Interests Although some AP classes build off a typical high school schedule (particularly the math, English, history, and science classes), many others are more specialized. Taking these AP classes can allow you to explore specific fields of study as a high school student. Here are some examples of specialized AP classes: AP Micro and Macroeconomics Computer Science Psychology Art History Human Geography Statistics While you can definitely take these courses in college, taking the AP version in high school gives you early exposure and can help you discover a unique academic interest. A specialized AP class can also add a fun, interesting twist to your typical routine of math, English, science, and social studies. How AP Classes Can Waste Your Time: 5 Scenarios Taking AP classes can be helpful for a variety of reasons. But if you slack off, don't get much out of the material, or (worst of all) fail the exam, the AP program loses a lot of its benefits. In this section, we give you some reasons why the AP program might not be the best choice, and offer tips for making the most of your schedule. Scenario 1: You Fail the AP Test While an AP class isn’t a total waste if you fail the test- you still get the academic experience of a harder class, after all- it’ll be much less beneficial. As we discussed, you need a passing score in order to get college credit for an AP class.Without a passing test score, your AP class will be a lot less useful. What's more, colleges will look to see whether you passed the AP test. If you didn't pass, the AP class loses a lot of its admissions benefit. Even (or especially!) if you get an A in the class, that would just mean your class was too easy compared with those in the rest of the country. In short, how good an AP class will be for you hinges on whether you pass the exam or not. Scenario 2: AP Classes Ruin Your GPA Even if you pass your AP tests, if AP classes dramatically drag down your GPA, they won't be worth taking. Colleges want to see that you’re taking the hardest classes available to you, but they also want to see that you’re mostly succeeding and that you know your limits! This doesn’t mean that getting an A- in Calculus BC is a bad thing, though. (In fact, an A- in Calculus BC is more impressive than an A in regular Calculus.) What this does mean isthat taking four AP classes and getting Cs in all of them will not look good. As a general rule, don’t worry about an AP class knocking your usual grades down one half step- that is, an A to an A-, or an A- to a B+. But if you see a full grade drop, even in one class (A to B, B to C, etc.) that’s cause for concern. You should either make serious changes to your study schedule or, if you continue to struggle, consider dropping down to the regular course. This is why not overloading and knowing your strengths is important when signing up for classes! Scenario 3: You Don't Get Much Out Of the Class Even if you pass an AP class and the test, if you personally feel like you didn’t learn much or if the class didn’t improve your study skills, it might not have been worth it. Even if you get college credit for a particular class, it won't be worth it if you decide to take the same version of that class in college. It’s also not worth it if the class doesn’t significantly improve your studying or academic skills. Since all AP classes have a pretty big cost in terms of time, if they’re not serving to develop your academic interests or improve your skills, they’re likely not worth taking. This effect is more dramatic if you’re overloading on AP classes: the fourth AP class you take in a year might not add as much to your skills as it’s taking away from your time. For example, if you’re heading toward a humanities major in college (English, Economics, Political Science, etc.), trying to cram in AP Statistics and AP Calculus your senior year might not be helpful. You’re not likely to do a lot of deep learning in either math class if you’re also busy with college applications and other commitments. And if you don’t do well in these math classes, you might have to retake one in college anyway. Or, let's say you’re a future computer science major going out of your way to fit in an AP Human Geography class, just so you can have another AP class. This, however, likely won’t add much to your schedule, and if it’s not a personal interest, you probably won’t get much out of it. To sum up, if you're taking an AP class just because it's AP, you should reconsider taking it. You don't want to be this guy. Scenario 4: AP Classes Become Your Main Extracurricular While AP classes can be great- academically rigorous, cost effective, interesting- if they’re taking away from the rest of your schedule, those benefits begin to shrink. For example, if you neglect studying for the SAT/ACT because you’re so busy with AP classes, this can really hurt your college admission chances. We strongly recommend taking adequate time to study for the SAT/ACT, since having a high score can greatly boost your college admission and scholarship chances. Furthermore, if you stop getting involved in extracurriculars because you’re too busy studying, that doesn’t help your college applications, either. We’re not saying you need to be a perfectly well-rounded student who's in 10 clubs. But we do think it’s important to a have a few strongly developed interests- and overloading on AP classes can take away from that. In short, AP classes should enhance your schedule and indicate your academic interests- they shouldn't be your chief extracurricular. Scenario 5: You Burn Out in High School Even if you do really well in all your AP classes, you need to have the big picture in mind. If you graduate senior year completely exhausted and struggle your freshman year of college, you’re setting yourself up for a substandard college experience. Remember that the goal of AP classes- and high school in general!- is to be prepared to do well in college. Taking one less AP class but staying more sane and balanced might actually help you more in college than overloading your schedule with APs. If you’re feeling overwhelmed by your AP schedule, don’t feel bad about dropping an AP class. If dropping that class allows you to do better in your other classes and stick to your commitments, it will be better for you in the long run. You don't want to be running on empty during your freshman year of college! Next Steps: Should You Take AP Classes? As you know, AP classes can give a huge boost to your college applications, but they can also hurt your college chances if you're not careful. So how do you make sure you're getting the most out of your AP classes? Follow the steps below to make sure your AP schedule is challenging but not overwhelming. Step 1: Learn the Reputation of AP Classes at Your School Learning the reputation of AP classes at your high school can help you decide if taking certain AP classes is worth your time. There is a huge amount of variation in how AP classes are taught at different high schools. You'll struggle if an AP class is poorly taught or overly difficult. On the flipside, a well-taught class might not only help you pass the AP test, but also help you discover a new academic interest. Talk to your guidance counselor, older students, and other teachers at your school to get a sense of which AP classes have positive buzz- and which ones have a reputation of being overly hard or poorly taught. Don’t necessarily avoid a hard class, especially if it’s in an area of interest for you. Also, don’t sign up for multiple AP classes with especially tough reputations the same school year. But if an AP class has rave reviews at your school, strongly consider adding it to your schedule! Step 2: Consider Your College Goals Knowing your college goals can help you decide between AP classes or how many AP classes to take. For example, if you’re aiming for your local state school and want to complete as many general education requirements as possible during high school, you should focus on core subject AP classes, such as Calculus, Literature, Biology/Chemistry/Physics, and US History. However, if you’re trying to get into top colleges, you'll want to use AP classes to demonstrate your academic strengths. In this case, your AP classes might be more concentrated in either math/science or the social sciences/humanities, depending on your interests. Check out our in-depth guideto learn moreabout choosing the right number of AP classes based on your college goals. Step 3: Talk to Your Guidance Counselor Your counselor will be able to help you come up with a challenging but manageable schedule. She'll also have a sense of your school’s context, including how many AP classes students take on average, which teachers get the best AP test results, and how to build a challenging schedule that doesn’t overload on AP. Even if you don’t have a close relationship with your counselor, it’s her job to know about school context, and she has lots of important information.So don’t be afraid to make an appointment and talk through your AP plans with your counselor! Step 4: Remember the Big Picture Your goal in high school is to learn as much as possible and be prepared for college. Taking one extra AP class is not going to dramatically affect your future, but cultivating a strong academic or extracurricular interest will. Try to create a course load that is both challenging but reasonable, and definitely don’t hesitate to drop something from your schedule- e.g., an AP class, a sport, volunteering- if you’re feeling like you’re reaching your breaking point! What’s Next? Need more help picking AP classes? Learn about the hardest and easiest AP classes you can take. AP classes are great, but they’re not going to guarantee admission to college. Learn why a high SAT/ACT score is the best single way to improve your chance of admission to a competitive school. Studying for the SAT or ACT?Check out our in-depth study guides to the SAT and ACTfor expert tips and the best study materials available online! Want to improve your SAT score by 160 points or your ACT score by 4 points?We've written a guide for each test about the top 5 strategies you must be using to have a shot at improving your score. Download it for free now:

Archidamus and Pericles during the Greek Wars essays

Archidamus and Pericles during the Greek Wars essays Pericles of Athens and Archidamus of Sparta devised net assessments that both believed would provide strategies that would bring victory and peace for their respective states. This essay will show that Archidamus did a better job of net assessment prior to the outbreak of the Peloponnesian War. A clear definition and understanding of net assessment is necessary. Prof Thomas Mahnken of the Naval War College, provided the following definition: "Net assessment is a process that helps you understand the nature of the war upon which you are embarking, identify your comparative advantage, and devise a strategy to capitalize upon your strength and exploit your enemy's weakness" (Mahnken, Student Handout, p. 1). This definition can be broken down into three elements, 1) understanding the nature of the war, 2) identifying the strengths and weaknesses of the enemy to identify a comparative advantage, and 3) devise a strategy to achieve victory. I will touch on these elements, other key p rinciples, and the history of the war itself as the foundation to support my argument. Before examining the main issue, it is important to note the goals in which the two leaders in question are attempting to achieve with their respective speeches and the impact these goals may have had on their assessments. Archidamus goal was to convince the Spartans that the time was not right for war, and if the Spartans were to go to war unprepared, they would certainly meet with disaster. The assessment in his speech focused primarily on the opponent's strengths and excludes any potential weaknesses of the enemy. Archidamus was fighting an up hill battle in an attempt to buy time, which would favor, in his assessment, a better long-term strategy for victory. Pericles, in quite the contrast, was advocating that the Athenians go to war, for it was impossible for them to be defeated. Therefore, Pericles highlighted all the strengths of the Athenian empire that...

Is the Concept of Race Biologically Valid Essay Example | Topics and Well Written Essays - 500 words

Is the Concept of Race Biologically Valid - Essay Example Thesis Statement There is less scientific backing and more political leanings in the claim that race is no longer a biologically valid concept. Argument It must be accepted that in the article â€Å"Is ‘Race’ and outdated† concept C. Loring Brace does sound very convincing in his arguments that the concept of race is biologically outdated. The main props for this argument lie in color variations arising from the sun light and climates in regions, where harsher the sunlight the darker the skin in response to the human body’s response to higher doses of ultraviolet rays; sickle cell anaemia developing as a protection response against Malaria in Italy in Europe and the Middle East before being passed on to the Africans once interaction between the continents occurred and the closer blood patterns between the white Europeans and the black Africans than the yellow easy Asians; and blood factor analysis demonstrating traits transcending racial divides. (1). All t hese arguments get summed up into arguments that are based on the cline, which is a gradient of change. (2). These are merely observations that have no scientific basis. Were we to validate all our concepts merely on the basis of observations, without giving credence to other possibilities, we would merely be enacting the story of the blind men and the elephant.

Egyptian Style Rendering Assignment Example | Topics and Well Written Essays - 1000 words

Egyptian Style Rendering - Assignment Example The creativity aspect of Egyptian art is evident in the variety of art created with some seemingly contradicting one another. However, with in art symbolism always plays a major role and it depends on how a particular piece of art is interpreted and the contradictions may be a way of concealing the deeper meanings. Figure 1 shows an example of an ancient Egyptian drawing of a god. An analysis of the drawing will bring out some key characteristics of Egyptian art. Figure 1 Essence of the Drawing An important aspect of ancient Egyptian art was to bridge the gap between mortals and the gods and to improve the understanding of the mortals of the gods. The drawing in figure 1 shows an Egyptian god depicted by the fact that it has the head of an animal. According to Aloi, the use of animal heads did not essentially refer to physical animals but depicted spiritual animals that were considered to have godly statures (2012). For instance, the Egyptian god Anubis is always depicted as having t he head of a jackal. The drawing in figure 1 was meant to educate Egyptians on religious belief and to instill in them a feeling of awe towards the gods. Despite the fact that the drawing has a human body, it is evident that the head is that one of a spiritual animal. The use of animal heads was also important in drawing to create a distinction between mortals and gods. According to Aloi, the use of animal heads in ancient art had roots in the perception of human beings with regard to certain animals. Aloi continues to outline that different animals aroused different perceptions in different cultures and this is evident in how different cultures use animals differently in their respective works of art. However, one common aspect in the use of animals in art was that there was a deeper meaning of a feeling that the work of art intended to portray and arouse. Therefore, the drawing was created to show all Egyptians that it was of a god and to consolidate the powers of the kings of Egy pt especially immediately after the introduction of the kingship. According to Frankfort (1978), in the Egyptian Heirarchical system the Kings closely followed the gods and were even sometimes accorded godly statuses. Frankfort outlines that before the kingship period in Egypt the depiction of gods in works of art was not very common. However, after the introduction of the kingship Egyptians artists began showing interest in the depiction of gods. The fact that the gods were supposed to be held in high esteem and awe also meant that the kings were to be given an almost similar position. The work of art was meant to ensure that kings immediately after the introduction of kingship were able to consolidate power against foreign and domestic opposition. This is depicted by the fact that Egyptians worshipped their kings and other neighboring communities were afraid of the Egyptian kings. The Value of the Drawing The depiction of a god in any drawing was always aimed at bringing out some important aspect of life after death in the Egyptian culture. The gods assured Egyptians that there was in deed life after death and that they were not to be afraid of dying but rather look forward to it (Frankfort, 1978). Man has always been disturbed by what happens after one dies bringing into perspectives aspects such as religion, gods and reincarnation. The Egyptians were not exceptions considering that calamities