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IB CUEGIS: Definition, Concepts, Structure, Assessment Criteria

by  Antony W

April 12, 2024

We’ve studied the concepts, looked at the structure, analyzed the methods, and summarized the assessment criteria to bring you the complete guide to IB CUEGIS. In CUEGIS, you’ll use different tools, analytical techniques, and example to write the essay.

In this guide, we look at the definition of CUEGIS, concepts, concept application, structure, and the assessment criteria for the essay.

What is IB CUEGIS?

IB CUEGIS is an essay focused on an extended response question in business management and it accounts for 10% of the overall grade.

You stand the chance to score all the points and earn an IB diploma if you write this assignment the right way.

What are IB Business Management Concepts?

The concepts taught in Business Management internal assessmentare ethics, change, innovation, culture, globalization, and strategy. These concepts serve as the framework for addressing situations and difficulties encountered by businesses.

Ethics refer to a set of socially accepted moral standards, which govern the decisions businesses make based on an understanding of what is good and bad. Ethics is subjective, making it difficult to determine what’s wrong and what’s right, particularly when considering a business topic linked to varying cultural perspectives.

In this respect, it makes sense to conclude that every organization has its own set of beliefs upon which t bases its ethics.

Change is a significant variable in a dynamic corporate world because it focuses on adapting corporate processes, objectives, and strategies likely to cause alteration.

Every change has positive and negative outcome, and the intensity of the outcome determines whether a change is required.

3. Innovation

Innovation focuses on establishing or improving processes, products, or ideas that can help a company do well. Innovation emphasizes the need for businesses to reassess themselves in a competitive and technically advanced market and work towards gaining a competitive edge.

Economically successful businesses and countries have a creative corporate culture in which they commercialize new ideas and reinvent the old ones.

By being innovative, countries bring forth new sectors and push multinational corporations to invest financially in an increasingly volatile economic environment.

Culture is a concept that helps you understand a business or an organization better.

First, a country in which a business exists has a big effect on its culture. Second, beliefs, conventions, and values are significant when studying an organization’s culture. These 3 elements shape people’s habits, as well as how they do things.

5. Globalization

In globalization , businesses and organizations from different countries come together to share opportunities that would have been otherwise impossible.

Globalization has helped to:

• Contribute to the integration of social and economic issues .  
• Enable corporations to capitalize in global marketplaces.
• Allocate global resources to businesses and organizations. 

6. Strategy

Businesses form strategies to foresee the future demands of their stakeholders and to meet their long-term objectives.

It’s through strategic analysis that companies develop a clear framework for examining their existing position, decision-making and resource allocation.

How to Apply IB CUEGIS Concepts in Essay?

The best way to apply CUEGIS concepts is to choose a real-world business to which you can apply the ideas.

IB CUEGIS examination requires you to describe only two of the six concepts in the context of the selected organization, but you can choose an entity that covers more than two ideas. This flexibility allows you to use your information in a way the selected examination question requires.

Consider a company currently going through a substantial period of structural or cultural change, innovation potentials, ethical difficulties, strategic decisions, or globalization challenges. Then, conduct your research for materials to include in your essay and be as elaborate as possible.

How Do I Structure IB CUEGIS Essay?

The structure of the CUEGIS essay includes an introduction, body section, and a conclusion. Below is a brief description for each section.

Introduction

Write the name of the company. Then, mention the nature of the business, the state of the work, and the scale at which they operate. Define relevant terms and state your hypothesis . In the context of the CUEGIS essay, the hypothesis is a single statement that attempts to answer your question.

The introduction should be a paragraph long.

Here’s where you address the business question and share the points you have in mind. Connect your thoughts with relevant examples, link your main idea to one of the concepts, and use 3 keywords relevant to your course and to business to explain the impact on a stakeholder.

The body part of the essay should be 3 to 5 paragraphs long.

The conclusion is where you write about the company’s stakeholders. Use clear words to state and explain their interests, agreements, and conflicts.

Wrap up with a summary of what you’ve written in the body parts of the essay. Mention the results, talk about the success, and end with the failure linked to the concept you’ve addressed.

What’s the Assessment Criteria for CUEGIS Essay?   

The assessment criteria for CUEGIS essay consists of knowledge and conceptual understanding, application, reasoned argument, structure, and individuals and society. Each part is worth 4 points.

• Knowledge and Conceptual Understanding: Demonstrate clear knowledge of two CUEGIS concepts. Use relevant terms, tools, techniques, and theories to address the essay question.
• Application: Use examples relevant to the selected organization and show how it relates to the essay question.
• Reasoned Argument: Explain your answer with substantiated responses. Your answers must not only be coherent but also justified.
• Structure: The essay should have an introduction, a most 5 paragraphs for the body, a conclusion, and a fit-for-purpose paragraph.
• Individuals and Society: Look at different perspective from stakeholders’ point of view in the context of the question in your essay. The essay needs to have reference to individual as well as group stakeholders.

Final Thoughts

Don’t hesitate to get in touch with us if you’re struggling to write the CUEGIS essay. We’ll connect you with a writer who understands these concepts and can write the paper for you.

About the author 

Antony W is a professional writer and coach at Help for Assessment. He spends countless hours every day researching and writing great content filled with expert advice on how to write engaging essays, research papers, and assignments.

IB Cuegis Essay Guide

In the realm of International Baccalaureate (IB) business studies, the Cuegis essay holds significant importance for students seeking to excel in their academic pursuits. The blog post titled "IB Cuegis Essay Guide" on IB Pros offers a comprehensive and insightful guide to mastering this challenging task.

The article begins by delving into the Cuegis framework, highlighting its key components and providing an understanding of its structure. It emphasizes the significance of thorough research and analysis in crafting a well-rounded essay. Furthermore, it outlines the essential steps involved in constructing an effective essay, ranging from selecting an appropriate business concept to analyzing cultural, social, and ethical implications.

To enhance comprehension, real-life examples are utilized throughout the article. The importance of developing a strong conclusion is stressed as well. Additionally, formatting guidelines and citation practices are explained meticulously.

Finally, indispensable tips for proofreading and editing are shared to ensure that students' work maintains accuracy and clarity.

With its objective approach and focus on safety-conscious language suitable for all audiences, this article serves as an invaluable resource for IB business students aiming for excellence in their Cuegis essays.

Key Takeaways

• The Cuegis essay is important for IB business students.
• The 'IB Cuegis Essay Guide' on IB Pros is a comprehensive resource for mastering the Cuegis essay.
• Thorough research and analysis are emphasized in crafting a well-rounded essay.
• The Cuegis framework includes culture, ethics, globalization, innovation, and strategy.

Understanding the Cuegis Framework

The Cuegis framework is a valuable tool for analyzing business-related issues, as it provides a structured approach that allows for a comprehensive understanding of the various factors at play. This framework encompasses five key areas: culture, ethics, globalization, innovation, and strategy. Each element plays a crucial role in shaping businesses and their interactions with the external environment.

Culture refers to the shared beliefs, values, and practices within an organization. It influences decision-making processes and employee behavior. Ethics involves examining moral principles and standards that guide business conduct. Globalization explores the impact of international trade and interconnectivity on businesses worldwide. Innovation focuses on how organizations adapt to technological advancements and create new products or services. Lastly, strategy pertains to the formulation and execution of long-term plans to achieve organizational goals.

By utilizing the Cuegis framework, analysts can systematically evaluate each area's significance in relation to specific business issues. This systematic approach ensures that no aspect is overlooked or underestimated when assessing challenges or opportunities faced by companies.

Understanding the Cuegis framework highlights the importance of research and analysis in identifying relevant factors affecting businesses today. By conducting extensive research into these areas, analysts can gather valuable insights that inform decision-making processes and drive strategic actions forward towards success without compromising safety concerns.

The Importance of Research and Analysis

Research and analysis play a crucial role in gaining a comprehensive understanding of the subject matter at hand. In order to ensure safety, it is important to conduct thorough research and analysis before making any decisions or taking any actions. Here are four reasons why research and analysis are essential:

• Identifying potential risks : Through research and analysis, we can identify potential risks associated with the subject matter. This helps us anticipate any dangers or hazards that may arise, allowing us to take necessary precautions to mitigate these risks.
• Gaining insights : Researching and analyzing the topic provides valuable insights that enable us to make informed decisions. Understanding the underlying factors and dynamics involved allows for more effective problem-solving strategies.
• Evaluating alternatives : By conducting research and analysis, we can evaluate different options or alternatives available to us. This enables us to choose the safest course of action based on evidence rather than relying on assumptions or guesswork.
• Informing decision-making : Research and analysis provide a solid foundation for decision-making processes by presenting reliable data and information. This helps in formulating well-informed strategies that prioritize safety while achieving desired outcomes.

By effectively researching and analyzing the subject matter, we can break down the essay structure in a systematic manner, ensuring coherence and logical flow throughout the writing process without sacrificing safety considerations.

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Breaking Down the Essay Structure

Beginning of the sentence:.

Examining the structure of an essay allows for a systematic breakdown, ensuring coherence and logical flow throughout the writing process while maintaining a focus on safety considerations. An effective essay structure consists of an introduction, body paragraphs, and a conclusion. Each section serves a specific purpose in conveying information to the reader.

The introduction provides background information on the topic and presents a clear thesis statement that outlines the main argument or objective of the essay. It sets the tone for the entire piece and engages readers by capturing their attention. The body paragraphs then expand on different aspects of the topic, presenting evidence and analysis to support the thesis statement. These paragraphs should be organized logically, with each paragraph focusing on one main point.

To illustrate this structure visually, consider the following table:

SectionPurposeIntroductionIntroduce topic and present thesis statementBodyPresent evidence and analysis to support thesis statementConclusionSummarize key points and reiterate thesis statement

By following this structure, writers can ensure that their ideas are presented coherently and effectively. This not only enhances understanding but also promotes safety by allowing readers to follow logical arguments without confusion.

In conclusion transition towards choosing the right business concept

Choosing the Right Business Concept

Selecting an appropriate business concept requires careful evaluation of market trends, consumer needs, and competitive advantages. In order to ensure the success and longevity of a business venture, it is crucial to identify a concept that aligns with current market demands. By analyzing market trends, entrepreneurs can gain insights into emerging opportunities and potential gaps in the market. Additionally, understanding consumer needs is essential for developing products or services that cater to their preferences and solve their problems.

Moreover, considering competitive advantages is vital for sustaining a competitive edge in the marketplace. This involves identifying unique selling points that differentiate the business from its competitors. Whether it be offering superior quality products, providing exceptional customer service, or leveraging advanced technology, having a distinct advantage can attract customers and foster brand loyalty.

In selecting an appropriate business concept, language appropriate for an audience that desires safety should be used. Emphasizing factors such as stability, reliability, and trustworthiness can instill confidence in potential investors or partners who prioritize security.

Analyzing the cultural, social, and ethical implications plays a crucial role in determining the viability of a business concept. Understanding how these factors may impact operations and stakeholder relationships allows businesses to proactively address any potential challenges or concerns.

Transitioning into the subsequent section about analyzing cultural, social, and ethical implications reveals further considerations for ensuring sustainable success in today's dynamic business environment.

Analyzing the Cultural, Social, and Ethical Implications

Analyzing the cultural, social, and ethical implications is crucial for businesses to navigate today's complex and interconnected global landscape. With globalization, businesses are no longer confined to their local markets but are now operating on a global scale. As a result, they need to be aware of the diverse cultural norms, social expectations, and ethical considerations that exist in different regions.

Cultural implications refer to the impact of a business decision on the customs, beliefs, and values of a particular culture. For example, launching an advertising campaign that includes culturally insensitive content can lead to backlash and damage the reputation of the company.

Social implications pertain to how a business decision affects society as a whole. This includes areas such as employment practices, environmental sustainability, and community engagement. Businesses must consider how their actions align with societal expectations in order to maintain positive relationships with stakeholders.

Ethical implications involve assessing whether a decision aligns with moral principles and standards. This includes issues such as fair trade practices, human rights violations, or unethical labor conditions. Failing to address ethical concerns can lead to reputational damage and legal consequences.

By analyzing these cultural, social, and ethical implications thoroughly before making business decisions, companies can ensure they operate responsibly in today's globalized world. Evaluating the impact of globalization will further shed light on how businesses should adapt their strategies in response to this ever-changing landscape without compromising safety or ethics.

Evaluating the Globalization Impact

Evaluating the impact of globalization provides businesses with valuable insights into the necessary adaptations and strategic adjustments they need to make in response to the dynamic and interconnected global landscape, ensuring that they remain ethically responsible and socially conscious without compromising on safety or efficiency.

• Globalization fosters cultural exchange, leading to a greater appreciation and understanding of diverse customs, traditions, and perspectives.
• Economies of scale resulting from globalization allow for increased production efficiency, leading to lower costs for consumers.
• Access to international markets enables businesses to expand their customer base and increase profitability.
• Global supply chains provide opportunities for collaboration, innovation, and specialization among different countries.
• Increased competition due to globalization drives businesses to continuously improve their products and services.

In this increasingly globalized world where safety is paramount, evaluating the impact of globalization helps organizations identify potential risks associated with cross-border activities. By considering factors such as differing regulatory frameworks or infrastructure challenges in various regions, companies can develop strategies that prioritize safety without compromising on their goals. Furthermore, analyzing the ethical implications of globalization ensures that businesses operate responsibly while maintaining competitiveness. Transitioning into examining sustainability factors allows us to explore how organizations can effectively balance economic growth with environmental conservation.

Examining the Sustainability Factors

The previous subtopic discussed the evaluation of the impact of globalization. Now, we will delve into examining the sustainability factors associated with this phenomenon. Sustainability has become a crucial aspect in today's world, as individuals and organizations strive to ensure long-term environmental, social, and economic well-being.

When considering sustainability in the context of globalization, it is essential to assess how global processes affect these three interconnected pillars. To provide a comprehensive understanding of this topic, let us explore the relationship between globalization and sustainability through a 3-column table:

Globalization FactorsPositive Impact on SustainabilityNegative Impact on SustainabilityEconomicIncreased access to marketsExploitation of resourcesSocialCultural exchange and diversityLabor exploitationEnvironmentalTechnological advancementsCarbon emissions

This table highlights that while globalization can bring about positive changes such as increased market access and cultural exchange, it also poses challenges like resource exploitation and labor abuse. Understanding these dynamics is critical for addressing sustainability concerns in a globalized world.

In the next section, we will explore strategies and implementation methods aimed at addressing these issues head-on. By examining effective approaches, we can work towards creating a more sustainable future amidst globalization's complexities.

Addressing the Strategies and Implementation

Addressing the strategies and implementation of sustainability measures in a globalized world is crucial for creating a more sustainable future amidst the complexities of globalization. In order to effectively address this issue, it is essential to develop comprehensive strategies that take into account the unique challenges posed by globalization. One such strategy is the promotion of green technologies and renewable energy sources. By investing in these technologies, countries can reduce their reliance on fossil fuels and mitigate the negative impacts of climate change. Additionally, implementing strict environmental regulations and standards can ensure that businesses operate in an environmentally responsible manner.

Another key aspect of implementing sustainability measures is fostering collaboration between governments, businesses, and civil society organizations. This multi-stakeholder approach allows for the sharing of knowledge, resources, and best practices, ultimately leading to more effective solutions. Furthermore, integrating sustainability into education systems can help raise awareness and promote behavioral changes towards more sustainable practices.

Addressing the strategies and implementation of sustainability measures requires a holistic approach that considers both environmental concerns and economic realities within a globalized context. By promoting green technologies, fostering collaboration between stakeholders, and integrating sustainability into education systems, we can pave the way towards a more sustainable future. Utilizing real-life examples will further illustrate how these strategies have been successfully implemented in various contexts without compromising safety or well-being.

Utilizing Real-Life Examples

Utilizing real-life examples, we can observe how the implementation of sustainability measures has successfully transformed industries and communities towards a more environmentally conscious and economically viable future. One such example is the renewable energy sector, which has experienced significant growth in recent years. Countries like Denmark have embraced wind energy and set ambitious goals to become carbon-neutral by 2050. By investing in wind farms, Denmark has not only reduced its reliance on fossil fuels but also created new job opportunities and stimulated economic growth.

Similarly, the concept of sustainable agriculture has gained traction worldwide. Practices such as organic farming, crop rotation, and water conservation techniques have enabled farmers to minimize their environmental impact while ensuring food security for growing populations. In India, initiatives like SRI (System of Rice Intensification) have led to increased rice yields with fewer inputs like water and chemicals.

Communities have also been proactive in implementing sustainability measures. For instance, Curitiba in Brazil has revolutionized its transportation system by prioritizing public transport over private cars. This has significantly reduced congestion, improved air quality, and enhanced residents' quality of life.

By examining these real-life examples, it becomes evident that the successful implementation of sustainability measures can lead to positive outcomes for both the environment and economy. Developing a strong conclusion requires synthesizing these examples with key insights from previous sections without repeating information already discussed.

Developing a Strong Conclusion

To fully grasp the potential of sustainability measures, it is imperative to recognize how their successful implementation has transformed industries and communities, creating a pathway towards a more environmentally conscious and economically viable future. By adopting sustainable practices, businesses have been able to reduce waste, minimize environmental damage, and lower production costs. For instance, companies like Patagonia have successfully implemented sustainable manufacturing processes that not only reduce their ecological footprint but also create a positive brand image among environmentally conscious consumers.

Moreover, communities that have embraced sustainability initiatives have witnessed significant improvements in their quality of life. Sustainable urban planning has led to the development of green spaces and improved air quality in cities such as Copenhagen and Singapore. These measures not only enhance the well-being of residents but also attract tourists and investors who value sustainability.

The successful implementation of sustainability measures has had profound impacts on industries and communities alike. It is crucial for businesses and governments to acknowledge these transformative effects and further invest in sustainable practices to ensure a greener future for all. Moving forward into the next section about formatting and citations, it is essential to understand how proper citation techniques can support academic integrity in research papers.

Formatting and Citations

The proper formatting and citation techniques are essential in maintaining the integrity of research papers, as they provide a clear structure and ensure accurate attribution of sources. Here are four key reasons why mastering these skills is crucial:

• Avoid plagiarism: Proper citation helps to avoid unintentional plagiarism by giving credit to the original authors whose ideas are used in the paper.
• Enhance credibility: Accurate citations demonstrate that the writer has conducted thorough research and can be trusted as a reliable source of information.
• Enable further research: By providing precise references, readers can easily locate and verify the sources used, allowing them to delve deeper into the topic.
• Facilitate collaboration: Consistent formatting and citation styles make it easier for researchers to collaborate on projects, as everyone adheres to the same set of rules and guidelines.

By understanding how to format papers correctly and attribute sources accurately, researchers contribute to a safe academic environment where ideas can be built upon with confidence. In the next section, we will explore tips for proofreading and editing your essay effectively without overlooking any critical aspects.

Tips for Proofreading and Editing

One important aspect of academic writing involves effectively proofreading and editing a research paper to ensure its accuracy and coherence. Proofreading is the process of carefully reviewing the document for errors in grammar, spelling, punctuation, and formatting. It helps to eliminate any mistakes that may hinder understanding or compromise the credibility of the paper. Editing, on the other hand, focuses on improving the overall quality and clarity of the content by organizing ideas coherently, refining sentence structure, and ensuring consistency in style and tone.

To effectively proofread and edit a research paper, there are several tips that can be followed. First, it is crucial to take breaks between writing and revising sessions to maintain focus and objectivity. This allows for a fresh perspective when reviewing the work for errors or areas that need improvement. Additionally, reading aloud can help identify grammatical mistakes or awkward phrasing that may go unnoticed through silent reading alone.

Another useful strategy is seeking feedback from peers or mentors who can provide constructive criticism. Their perspectives can highlight areas that require further clarification or suggest alternative ways of presenting information more effectively. Utilizing online grammar-checking tools can also assist in identifying basic errors like spelling or punctuation mistakes.

Thorough proofreading and editing are essential steps in academic writing as they ensure accuracy, coherence, and credibility in research papers. By following these tips diligently during the revision process, researchers can enhance their work's clarity while maintaining a high standard of scholarly integrity.

Frequently Asked Questions

What are some common mistakes to avoid when choosing the right business concept for a cuegis essay.

Some common mistakes to avoid when choosing the right business concept for a CUEGIS essay include not conducting thorough research, failing to consider multiple perspectives, neglecting to analyze the ethical implications, and overlooking the global context.

How can cultural implications be effectively analyzed in a Cuegis essay?

Cultural implications can be effectively analyzed in a CUEGIS essay by considering factors such as cultural values, norms, and beliefs. This analysis should focus on the impact of these cultural aspects on the chosen business concept and its operations.

What are some key factors to consider when evaluating the impact of globalization in a Cuegis essay?

Key factors to consider when evaluating the impact of globalization in a cuegis essay include economic interdependence, cultural homogenization, environmental degradation, ethical concerns, and political implications.

How can sustainability factors be effectively examined in a Cuegis essay?

Sustainability factors can be effectively examined in a CUEGIS essay by considering their impact on the environment, society, and economy. This analysis should include evaluating the company's efforts to reduce carbon footprint, promote social responsibility, and achieve long-term profitability while preserving natural resources.

What are some strategies for addressing the implementation of business concepts in a Cuegis essay?

Strategies for addressing the implementation of business concepts in a cuegis essay include analyzing how businesses apply these concepts, evaluating their effectiveness, considering potential challenges and ethical implications, and proposing improvements or alternative approaches.

The article provides a comprehensive guide on writing an IB Cuegis essay. It emphasizes the importance of research and analysis in understanding the framework. The essay structure is broken down, highlighting the selection of an appropriate business concept and analyzing its cultural, social, and ethical implications. Real-life examples are suggested to strengthen arguments. A strong conclusion is emphasized along with tips for formatting, citations, proofreading, and editing. By following this guide, students can effectively navigate the Cuegis framework and produce high-quality essays.

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How to Write a CUEGIS Essay

Table of contents

As a college student pursuing business management, you’ll be asked to write a CUEGIS essay, which accounts for 10% of your overall score.

A CUEGIS essay requires you to apply the concepts of change, culture, ethics, globalization, innovation, and strategy to a real-world business situation. This essay type requires you to think critically about complex issues and synthesize multiple perspectives to develop your own reasonable point of view.

Like an argumentative essay, you will need to take a position on one of the above topics and support your position with evidence.

What should be in a CUEIGIS Essay

A CUEGIS essay should focus on one of the following concepts: Change, culture, ethics, globalization, innovation, or strategy. When brainstorming ideas, find an angle that will allow you to critically analyze the topic in relation to your organization of choice.

How many words should a CUEGIS essay be?

There is no set word count for a CUEGIS essay. However, your essay should be around 1,000 words as a general guideline. If you need more or less space to discuss your topic adequately, adjust your word count accordingly.

What are the CUEGIS concepts

There are six major concepts you can focus on when writing a CUEGIS essay:

• Globalization;
• Innovation;

You’ll need to choose one concept on to base your essay on. Let's review each concept and the angles you can take when writing an essay about any of them.

In business, change is inevitable. Whether it’s a change in leadership, a change in the economy, or a change in technology, businesses must always be prepared to adapt. Change can be difficult to manage, but it is essential for survival.

When approaching a CUEGIS essay from the perspective of change, find out how the organization has responded to changes in the past – what strategies were successful? Which ones failed and why?

What does ‘change’ mean in CUEGIS?

Change refers to the new ways businesses must adapt to survive and thrive in a dynamic world. It can also refer to how businesses must adapt their practices to stay ethical and responsible. Change can come from within a company (innovation) or external forces (globalization).

An organization’s culture refers to the shared values, beliefs, and norms that guide employee behavior. Culture is influential because it shapes how employees interact with each other and customers. It also affects employee motivation and satisfaction.

When writing about culture in a CUEGIS essay, you might discuss how cultural differences can lead to misunderstandings between employees and customers. You might also talk about how an organization’s culture can impact its ethical standards.

Ethics are moral principles that govern an individual’s or organization’s behavior. In business, ethics help to ensure that employees and organizations act responsibly.

When focusing on ethics in a CUEGIS context, you might discuss how ethical considerations affect organizational decision-making. For instance, you might talk about how a company may choose not to develop a particular product if it could harm consumers.

Globalization

Globalization refers to the process of operating across national borders. In a globalized world, businesses must be able to compete with firms from all over the world. This often requires companies to adopt new technologies and strategies.

When writing about globalization in a CUEGIS essay, you should discuss how it has affected different businesses. For instance, you could talk about how globalization has increased competition for a company.

Innovation refers to the introduction of new ideas or products into an organization. Innovation can be disruptive (can upend existing business models) or incremental (can improve existing products or processes).

When focusing on innovation, you can discuss how it has affected your organization of choice. For instance, you might talk about how Apple’s iPod disrupted the music industry or how Amazon’s Kindle changed how we read books.

A business strategy is a plan for achieving specific goals within a specific timeframe. Strategies are important because they provide guidance and direction for businesses as they strive to achieve their goals.

If your CUEGIS essay focuses on strategy, you can discuss how different businesses have approached strategic planning.

For example, you might talk about why some companies focus on short-term goals while others focus on long-term goals. You might also discuss how company culture can impact strategic decision-making.

How to write a CUEGIS essay in 8 steps

Here’s a step-by-step guide on writing a CUEGIS essay.

1. Choose a real-life business organization

The first step to writing a CUEGIS essay is to choose a real-life business organization to focus on. This can be any organization, such as a corporation, small business, non-profit organization, etc.

Some examples of organizations you can write about include Apple, Google, Coca-Cola, Amazon, and Walmart.

2. Research the chosen organization

The next step is to do extensive research and find as much information as possible about the chosen organization. Your research should include finding out the organization’s history, structure, culture, and current issues.

While researching, try to find primary sources (such as interviews with employees or executives) and secondary sources (such as news articles or academic journal articles) published about the organization.

3. Choose a specific topic to focus on

Once you have chosen an organization and done your research, it’s time to choose a specific topic to focus on. The topics you chose should be within the realm of change, culture, ethics, globalization, strategy, or innovation.

For instance, you can choose an organization like Apple and analyze it in terms of organizational change, corporate culture, business ethics, globalization of its business operations, strategic management decisions, or innovation within the organization.

You can focus your essay on one of the above topics or diversify to two.

4. Identify business management concepts, techniques, and theories

To write an effective CUEGIS essay, you’ll need to use various business management concepts, techniques, and theories to analyze the chosen organization.

For example, if you are focusing on organizational change within your chosen company, you may want to discuss Lewin’s three-stage model of change or Kotter’s eight-step process for leading change.

5. Develop a thesis statement

After researching and identifying the business management theories, it’s time to develop a thesis statement. Your thesis statement is a statement that shows your position on the chosen topic about the organization in question.

For instance, if you are discussing organizational change at your chosen company, your thesis statement might be, “Despite resistance from employees, XYZ Company should implement changes suggested by consultant ABC to increase profits.”

6. Write an outline

Once you’ve developed your thesis statement, it’s time to create an outline of your essay.

Your outline should include an introduction paragraph, at least three body paragraphs, and a conclusion paragraph. In each paragraph, you’ll want to highlight the main points of your topic and provide evidence from your research to support your claims.

Here’s the ideal format you need to follow to write an effective CUEGIS essay:

Introduction.

• Introduce the organization’s name, its background, the industry it serves, the type of business, and its scale of operations.
• Mention the concepts, theories, or techniques you’ll use to analyze your chosen organization.

1st paragraph

• Define and give more information about the chosen topic, concepts, techniques, or theories.
• Highlight the organization’s significant experiences.
• Link the concept or theory to the organization’s experiences.
• Write a thesis statement that highlights your stand or point of view.

2nd paragraph

• Give specific information about the chosen topic.
• Elaborate on the organization’s major experiences.
• Explain the effects of these experiences on key stakeholders.

3rd paragraph

• Explain how the organization has addressed the topic in the past.
• Explain how the organization could address the topic in the future.
• Explain conflict and agreement between key stakeholders.
• State the end result.
• Evaluate the organization’s success or failure.

7. Write the first draft

Now that you have an outline, it’s time to start writing the first draft of your essay. When writing, include your thesis statement in the introduction paragraph and refer back to it throughout the body paragraphs.

Remember to explain each point extensively and support all your claims with evidence. The first draft does not need to be perfect; it’s just meant to get all of your thoughts down on paper.

8. Edit and revise

Once you’ve finished writing your first draft, it's time to edit and polish it before submitting it to your professor. The best thing to do before editing an essay is to put it away for a while and take some time to clear your head.

After a few hours, come back to your first draft and revise it for clarity— check for grammar, punctuation, and spelling errors. To save you time and help you edit more effectively, you can use an editing tool like Grammarly.

Final thoughts

Writing a CUEGIS essay is among the college tasks that will help you develop your ability to think critically. This is because when writing this type of essay, you’ll need to synthesize the information gathered to form your own original insights and perspectives.

However, once you have the right resources to gather enough information about your chosen organization, writing the essay becomes a walk in the park. Follow the above steps and approach your essay methodically to write a winning CUEGIS essay.

Need help? Writers Per Hour can help you write a CUEGIS essay. From finding the right topic and doing research to outlining, writing, and editing, we have a team of experts who can help you deliver a high-quality, 100% original essay on time.

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What is the Assessment Criteria for IBDP Business CUEGIS Essay?

It is crucial to understand what your Examiners are looking for.

If you're a student preparing for your IB exams , you may have come across the CUEGIS essay, which requires you to analyze the impact of concepts such as culture, ethics, globalization, innovation, and sustainability on a business organization. To excel in your CUEGIS essay, it's essential to understand what your examiners are looking for. In this blog post, we will discuss the assessment criteria for a CUEGIS essay and provide you with tips on how to structure your essay effectively.

Structure of a CUEGIS Essay

A well-structured essay is crucial to convey your ideas clearly and effectively. The following structure can be used as a guideline for your CUEGIS essay:

1. Introduction (1 Paragraph)

The introduction sets the stage for your essay and should provide essential information about your chosen company and the concepts you will be addressing. Start by introducing the name of the company and providing its background, including the type of business, scale, and industry served. Define the key terms and concepts that you will be using in your essay and formulate a hypothesis that answers the essay question in a single sentence.

2. Body (3 Paragraphs)

The body of your essay should focus on elaborating on the concepts you have addressed in the first paragraph. Each paragraph should discuss one concept in detail and link it with an example of a company. For each concept, explain how the company has experienced both advantages and disadvantages in relation to that concept. Use at least three course-keywords in your answer and explain the effect of the concept on stakeholders. Provide facts about your chosen company and how they have applied the concept in their organizational activities.

For example, if you are discussing globalization as a concept, explain how the company has embraced globalization and mention the benefits they have gained from it, using factual information. Then, discuss how the company could have gone further in leveraging globalization, such as outsourcing production overseas, and analyze the potential advantages and disadvantages of such a strategy.

It's important to use keywords from your course in a meaningful perspective, rather than just stating them. For instance, instead of saying that the company uses "job production," explain how and why they use it, and how it impacts customer satisfaction and loyalty.

3. Conclusion (1-2 paragraphs)

The conclusion of your essay should summarize your main points and provide a cohesive evaluation of the company's success or failure related to the concepts discussed. Address stakeholders in your conclusion and explain any conflicts or agreements between their interests. Make the implications of the concepts on the company's short-term and long-term success clear. You can also discuss the cost implications of the concepts and their impact on stakeholders.

Assessment Criteria for a CUEGIS Essay

To score well in your CUEGIS essay , it's important to meet the assessment criteria that your examiners are looking for. The following are some key assessment criteria for a CUEGIS essay:

1. Knowledge and Understanding of Concepts : Your essay should demonstrate a thorough understanding of the concepts you are discussing, including their definitions, implications, and impact on business organizations.

2. analysis and evaluation : your essay should analyze and evaluate how the company has experienced both advantages and disadvantages in relation to the concepts discussed. use factual information and examples to support your analysis and evaluation., 3. application of course-keywords : your essay should effectively use course-keywords to develop your insight into the organizational activities of the company in relation to the concepts discussed. avoid using keywords in a superficial or unrelated manner., 4. structure and organization : your essay should have a clear and logical structure, with an introduction, body, and conclusion. each paragraph should focus on one concept and provide evidence to support your arguments. the essay should be cohesive and well-organized..

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Business Management SL/HL: CUEGIS Concepts (6) Guide To Unlock Academic Success!

• April 3, 2024

Table of Contents

The integrated relationships of concepts, content and contexts in business management.

Globalization

Working With A Conceptual Approach

Answering section c (paper 2), criterion a: knowledge and conceptual understanding (4 marks), criterion b: application (4 marks), criterion c: reasoned arguments (4 marks), criterion d: structure (4 marks), criterion e: individuals and societies (4 marks), questions from previous years, click here to read more about assessment criteria.

Concept-based learning (CBL), as defined by education consultant Dr. H. Lynn Erickson, is a three-dimensional model that frames facts (content) and skills with concepts of the Business Management course – change , culture , ethics , globalization , innovation and strategy .

The rigor of the Business Management course creates two approaches to teaching and learning: either students can be told what they need to know (based on factual knowledge and skills in Business Management) or teachers can get their students excited enough to discover and deepen their understanding of Business Management for themselves.

Concepts are anchored in the tools, techniques and theories of the subject and come alive through case studies and examples. Together, these help you to acquire a holistic and integrated understanding of business management.

6 CUEGIS Concepts

The adaptation of the organization to accommodate for the external business environment, e.g. organizations need to adapt what they do in relation to new technologies, social and cultural factors, changing demographics, different government laws, economic trends and globalization.

Competition, new technologies and markets, and trends in consumer behavior lead business organizations to adapt their objectives, strategies and operations.

Success emerges from the ability to research and respond to signals in both the internal and external environment.

An organization’s traditions and norms, i.e. the way in which things are done within an organization. It can also be referred to as the customs and norms within a certain area, region or country, which can have a direct impact on all aspects of an organization’s operations.

Every organization operates in a range of environments in which its role may be interpreted differently. These expectations affect planning, decision-making and strategy implementation.

Within an organization, values and backgrounds influence what stakeholders focus on and how they work.

A set of moral values and guiding principles that influence how individuals, organizations and societies behave. Different stakeholders may have different perspectives on what is considered ethical business behavior.

Every business decision has moral implications.

These consequences can be significant for internal and external stakeholders and the natural environment.

It is the ongoing process of interaction and integration between people, firms and organizations trade is conducted over widening geographical boundaries, offering opportunities and threats.

A wide range of international forces (such as the increasing social, cultural, technological and economic integration) influence business organizations. In turn, business organizations shape these forces.

Many business organizations operate across national boundaries. Even local businesses and consumers are influenced by global forces.

It refers to the incremental or radical process of improving business, such as introducing new or adapting existing technologies to supply improved goods or services.

Incremental or radical improvements to a business idea, or the generation of new ideas in relation to a final product, service or process, are the result of internal or external influences.

For many business organizations, a key challenge is bringing in “the new” and managing the process of improvement in a sustainable way.

Strategy is the long term plan and decisions which allow an organization to achieve a particular organizational goal.

Strategy refers to the significant long-term planning decisions that organizations make in order to meet the needs and wants of their stakeholders.

Strategy is about asking questions: what, why, when, how, where and who?

Working with a conceptual approach prepares you for a part of your assessment. The six concepts are a part of the formal assessment of the course at both SL and HL.

In your Paper 2 (Section C), you will be asked to use two of the six concepts to discuss the situation and issues faced by real-world organizations that you have studied during the course, making use of business management tools, techniques and theories.

The main focus of the questions will be on two of the six concepts – but you need to draw on your knowledge of other relevant content, concepts and contexts to answer the question.

There is no stimulus material included, so you will need to rely on your ability to apply real-world examples and case studies examined during your course and/or your Internal Assessment. You need to address the question in relation to (at least) one real-world business organization. This means you should not refer to the (hypothetical) business organization in Paper 1. You cannot use any of the case studies in Section A and B of Paper 2 either.

As part of your holistic judgment, you should consider the perspectives of different stakeholder groups (individuals and societies) of the real-world business organization.

HL students are expected to draw on their knowledge of HL topics in the syllabus.

Do not try to write a “model” answer from an essay you have previously studied – focus instead on addressing what the actual question is asking.

Learn to integrate stakeholder perspectives throughout the essay; too often, this is done as an afterthought and superficially at the end of the essay.

For questions that asks for impacts of two concept on BM content, it is acceptable to explain that one concept may be of more significance to the organization than the other.

For Criterion C (reasoning), do not allow the examiner to ask “Why?” or “How is this relevant?

There is no stimulus material provided for the questions.

Students are required to address the question in relation to one real-world organization but may use information from a range of sources, which may include real-world case studies examined in class and IA research. The real-world organization that students use in their response must not be the case study organization featured in paper 1.

The response should consider the perspectives of individuals and societies upon which the real-world organization impacts.

Students answer one extended response question from a choice of three.

Assessment objective level 3 (AO3) command terms are used in each question.

Each question is worth 20 marks.

Assessment Criteria

This criterion addresses the extent to which the student demonstrates knowledge and understanding of the given concepts and relevant Business Management content (theories, techniques or tools, depending on the requirements of the question).

This criterion addresses the extent to which the student is able to apply the given concepts and the relevant Business Management content (theories, techniques or tools, depending on the requirements of the question) to his or her chosen real-world organization(s). The real-world organization(s) must not be the organization featured in the prescribed case study for paper 1.

This criterion assesses the extent to which the student makes reasoned arguments. This includes making relevant and balanced arguments by, for example, exploring different practices, weighing up their strengths and weaknesses, comparing and contrasting them or considering their implications, depending on the requirements of the question. It also includes justifying the arguments by presenting reasonable evidence or other support for the claims made.

This criterion assesses the extent to which the student organizes his or her ideas with clarity, and presents a structured piece of writing comprised of:

• an introduction
• a conclusion
• fit-for-purpose paragraphs

This criterion assesses the extent to which the student is able to give balanced consideration to the perspectives of a range of relevant stakeholders, including individuals and groups internal and external to the organization.

With reference to an organization of your choice, examine the impact of globalization on innovation. (May 2017)

With reference to an organization of your choice, examine the impact of ethics on organizational strategy. (May 2017)

With reference to an organization of your choice, discuss the ways in which culture can promote or inhibit change. (May 2017)

With reference to an organization of your choice, examine the impact of globalization on human resources strategy. (May 2018)

With reference to an organization of your choice, examine the impact of innovation and culture on an organization. (May 2018)

With reference to an organization of your choice, examine the impact of ethics on organizational change. (May 2018)

Examples Of CUEGIS Concept Essays On Real-World Organizations!

McDonalds regularly changes its strategy to keep up with the market demand and also to remain competitive in this large market. Over the last year, it has made many changes, for example, making major changes to its menu. Adding and removing various dishes all around the world. They also plan to add more dishes for breakfast and begin serving ‘healthy’ breakfast, every day of the month!

McDonalds has changed their company a lot according to the culture here in India. Before they decided to enter the market in India, they had decided to omit beef and pork from the menu to aid in preventing the Indian citizens from being offended. research shows that in 2003, of 100 meals that people ate in a month, only three were eaten out. They introduced a 20 rupees (20p) burger called Aloo Tikki Burger, a burger with a cutlet made of mashed potatoes, peas and flavoured with Indian spices. “It’s something you would find on Indian streets; it was essentially the McDonald’s version of street food. The price and the taste together, the value we introduced, was a hit. It revolutionised the industry in India,” he says. Now eating out has gone up to 9-10 times per 100 meals and McDonald’s in India has more than 320 million customers a year. The entire menu has been customised after extensive market research. Now over 70% of the menu has been changed to vegetarian to cater to customers. Even competitors such as burger king and subway have followed by dropping beef and pork. They have greatly changed the way they plan, make decisions and implement strategies because of the country they are entering. 

In ethics, CSR comes into play, which every business must do as part of its social responsibility. In India specifically, to remain ethical, McDonalds has begun investing in a eye care hospital, to create an image that is socially responsible, thus making it stand out from its competitors. However there are ethical issues with McDonalds as well. People have been fighting for there working rights due to cases such as wage theft, poor management and bad working conditions. Ethical issues with the food also comes in. There have been cases where McDonalds have given the cows steroids to make more beef. All of these worsen the image of McDonalds.

McDonalds is a prime example of globalization. Originating in USA, and slowly expanding into markets and regions where the concept of fast food was not yet discovered. It targeted the middle class segment since it saw a niche, and kept the same interior design, service, and quality of food throughout the world, generating its amazing band image. These things allowed seamless globalisation to take place! Making it one of the largest MNC running today.

Innovation is key to remaining competitive. Nearly all the dishes in the menu of McDonalds have been innovated and designed completely by them! Many trends have begun just by McDonalds. These trends aid in creating the brand image of McDonalds, which highly compliment the sales.

The company deals with 3 strategic issues.

• How to deal with the growing competition
• How to deal with financial issues such as high franchisee fees in contrast with geographical expansion goals
• How to deal with the worldwide economic crisis

They deal with competition by using aggressive marketing strategies. You will never go a day without noticing a sign that leads you to McDonalds or viewing an ad about it. 

Financial issues are dealt with the spreading of risk through globalisation. There are so many franchises that if one goes into loss, there are hundreds of others ready to cover up the loss and make a remarkable profit.

The worldwide economic crisis is something that affects every business, therefore it is not much of a problem for McDonalds as it is already established. It can actually prove to be advantageous as competition is killed off and it is very difficult for new competition to arise. As this affects every business, even the competitors deal with the same struggle, evening out the ‘battlefield’

Due to the continuous changing external and internal factors, change should be managed within businesses if they are to move forward and remain competitive. These factors come from various backgrounds. Those include the population change, culture change, objectives, change and etc. The importance of these factors determines whether the change should take place or not. Sometimes, changes are made, However, not all changes favor the businesses, but also give negative impacts on the business as the changes made do not always guarantee for the business profit. Hence, the businesses should be aware of the surrounding changes in the external environment and need to adapt to the new situation quickly not to be left behind in the business world.

Although Starbucks is a franchise and has to follow a core menu set by the franchiser, it also has to adjust its products to the country it is located in and its culture. The products it sells has to appeal to the market and their local culture. Since there are many people living in Malaysia who are Muslims, in order for Starbucks to maximise sales it would have to convert into selling Halal products to allow them to attract a wider target audience. By selling Halal products, Starbucks may be one of the few large franchise chains that provide Halal products, allowing them to stand out from competitors. This may increase customer loyalty and sales as consumers repeat their purchases from Starbucks. 

The price of Starbucks products would also be influenced by the cultures in the differing countries. Germany is considered a MEDC that is developed and relatively economically stable, compared to parts of Malaysia which may still be seen as developing. Due to Germany’s consistent high quality of life, many people drink coffee and dine at cafes as it has become a lifestyle and social norm. Coffee is seen as a staple in Western culture, and the majority of people in Germany grab a coffee on the way to work. This allows Starbucks to set the prices of its products relatively high as there is a high demand for coffee products. Malaysia on the other hand, has many competing local drinks such as Bubble Tea or Teh Tarik therefore there is a lesser demand for coffee drinks as it is also more commonly seen in Western cultures. Starbucks would be able to break even if they used competitive pricing and priced products at slightly lower than competitors to increase sales. However, Malaysia is becoming more modern and also attracts tourists therefore Starbucks may still survive if their products match competitor’s prices, especially since Starbucks is a well-known and established brand.

Starbucks uses cocoa beans obtained only from workers who are paid at least the minimum wage and are not children. They promote this on all of their products to maintain a socially responsible brand image.

Starbucks targeted the niche in the market which allowed it to easily globalise and spread its risks. There are downsides with globalization as well, such as different economic situations in different countries, making decision tougher.

Innovation is an organizations process for introducing new ideas, workflows, methodologies, services or products due to the sophisticated market demand. It includes researching on possible beneficial product and developing the modern, reasonable, efficient products to gain the competitive advantage over the businesses rivals, contributing the key element in providing aggressive top-line growth. For example, innovation has created new leading industry such as Smartphones. However, sometimes it can turn the business into the great loss. The causes of loss can be from internal or external. From internal, the factors may range from poor time management to poor creativities of the developers. For external, the factors may range from government policies to cultural background depending on the location. So, innovation is the important strategy for the business success.

Starbucks has a history of effective marketing strategies. Since McDonalds and Dunkin Donuts entered the coffee industry, there has been an increased competition between them. Starbucks has found more success advertising on a local level rather than to the nation as a whole. The Company advertises a lot through print mediums, as Starbucks’ target market tends to be educated people who do more reading than the average person

Change  

Practically since its inception back on April 1, 1976, Apple has repeatedly captured the world’s attention thanks in large part to its rebellious underdog attitude and continuous efforts to reset expectations of what’s possible from consumer electronics.

They want every person who joins their team, every customer visiting their stores or calling for support to feel welcome. They believe in equality for everyone, regardless of race, age, gender, gender identity, ethnicity, religion, or sexual orientation. That applies throughout their company, around the world with no exceptions. Recently apple added new racial emoji’s consisting of faces with different colour’s to apple to the races in the world.

Around the globe, Apple employees are united in bringing equality, human rights, and respect for the environment to the deepest layers of our supply chain. They demand that suppliers treat workers fairly and ethically at all times.

First of July 2013, Apple has developed 417 retail stores in 13 countries and an online store available in 38 countries with global sales of $16billion dollars in merchandise in 2011.  As a multi-national corporation, Apple Inc has realized the significance of globalization by spreading all over the world.

Apple has always been different as they have had a different perspective of the world, they aspire to do more things and to have the opportunity to create the best products in earth, products that change lives and help shape the future.

What is Apple’s fundamental soul? The company’s motto, “Think Different,” provides a hint. Apple maintain an introspective, self-contained operating style that is capable of confounding competitors and shaking up entire industries

• Apple Brand Personality 
• Customer Experience 
• Apple Brand Architecture
• Apple Halo Effect
• Corporate Market 
• Apple Watch
• Original Mac Marketing Strategy
• https://www.scribd.com/document/577122644/CUEGIS-EXAMPLES-McD-STARBUCKS
• https://www.ibid.com.au/products/business-management-4th-edition
• https://dp.uwcea.org/docs/Business%20Management%20Subject%20Guide.pdf
• https://thinkib.net/businessmanagement/page/21720/the-cuegis-essay

Business Management SL/HL: Big 5 Assessment Criteria You Must Have Knowledge Of!

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Understanding the assessment criteria

• Old course (N23)

SL and HL Paper 2, Section C

Students need to understand the assessment criteria in order to write an answer that scores high marks. Each year, far too many students ignore the assessment criteria, and write almost everything they know about their chosen organization, without paying much attention to the demands of the essay question. Such an approach only leads to marks being lost unnecessarily.

Students should be given a copy of the assessment criteria so that they can interpret these rubrics appropriately. They should also refer to these assessment criteria each time they write a CUEGIS essay for homework or when they go through a particular CUEGIS essay in class.

The assessment criteria consists of 5 parts, each worth 4 marks, which can be remembered using the acronym KARSI :

Criterion A: Knowledge and conceptual understanding

Criterion B: Application

Criterion C: Reasoned arguments

Criterion D: Structure

Criterion E: Individuals and societies

The assessment criteria explained

Criterion A :  K nowledge and conceptual understanding

Students need to show clear knowledge of the two CUEGIS concepts in the essay question and use appropriate Business Management tools, theories, techniques and terminology, e.g., motivation theory, the Ansoff’s Matrix or the Boston Matrix.

Criterion B :   A pplication

Students must use actual examples of what the chosen organization does and how it relates to the essay question. For example, if the question is about the impacts of globalization on a company's growth strategy then the student must use specific real-world examples of their chosen organization's growth strategy, such as McDonald's expanding in China and India and the impact of globalization on the different strategies used by the multinational company.

Criterion C :   R easoned arguments

This assessment criterion assesses the extent to which students explain their answers and provide substantiated responses. Essentially, students are unlikely to get 4 out of 4 marks for Criterion C if the examiner can ask “why?” after a particular sentence or paragraph. Students need to ensure their answers are coherent and provide justified reasons in their answers.

Criterion D:   S tructure

It is relatively straightforward to score at least 3 if not 4 out of 4 marks for Criterion D. Students need to use an appropriate structure in their essay. There is one mark for each of the following:

• Introduction - this includes a definition or explanation of the two concepts, plus the introduction to the chosen business organization.
• Body - this is the bulk of the essay, consisting of around 3 to 5 paragraphs that address the demands of the question. Students must address concepts, content and context to be awarded full marks.
• Conclusion - all good essays end with a justified and substantiated conclusion that answers the question. The conclusion must be based on the evidence or arguments presented and should not include new material (except for any possible unanswered questions).
• Fit-for-purpose paragraphs - For the 4th mark in Criterion D, students need to ensure each of their paragraphs addresses the essay question. See the PEELS framework for further guidance on writing fit-for-purpose paragraphs.

Criterion E:   I ndividuals and societies

This assessment criterion assesses the extent to which students consider alternative perspectives of different stakeholders, written in the context of the demands of the essay question. There are two parts to this assessment criteria:

• reference to an individual stakeholder (or individuals as stakeholders), such as the CEO and/or Marketing Director of the organization, plus
• reference to group stakeholders , such as customers, employees, managers or the local community.

Students should mention how various stakeholders of their chosen organization are affected, both in positive and negative ways.

Note : assessment criterion E states that both individual and group perspectives are needed.

The assessment criteria

Criterion A: Knowledge and conceptual understanding This criterion addresses the extent to which the student demonstrates knowledge and understanding of the given concepts and relevant business management content (theories, techniques or tools, depending on the requirements of the question).

Criterion B: Application This criterion addresses the extent to which the student is able to apply the given concepts and the relevant business management content (theories, techniques or tools, depending on the requirements of the question) to his or her chosen real-world organization(s). The real-world organization(s) must not be the organization featured in the prescribed case study for paper 1.

Criterion C: Reasoned arguments This criterion assesses the extent to which the student makes reasoned arguments. This includes making relevant and balanced arguments by, for example, exploring different practices, weighing up their strengths and weaknesses, comparing and contrasting them or considering their implications, depending on the requirements of the question. It also includes justifying the arguments by presenting reasonable evidence or other support for the claims made.

Criterion D: Structure This criterion assesses the extent to which the student organizes his or her ideas with clarity, and presents a structured piece of writing comprised of: an introduction, a body, a conclusion, and fit-for-purpose paragraphs.

Criterion E: Individuals and societies This criterion assesses the extent to which the student is able to give balanced consideration to the perspectives of a range of relevant stakeholders, including individuals and groups internal and external to the organization.

Source : IB Business Management guide, pages 68 - 70 (May 2017)

Top tips for addressing the KARSI assessment criteria

General tips

• In general, be mindful of the command term. For example, "Discuss" requires students to offer a considered and balanced review that includes a range of arguments, factors or perspectives.
• Make relevant arguments that address the demands of the question.
• Answers must demonstrating a logical flow of ideas, arguments, justification and development - vague and unsubstantiated responses must be avoided.
• Opinions must be justified / substantiated - do not allow the examiner an excuse to ask "why?"
• Similarly, avoid speculation about stakeholder views, attitudes, feelings or actions - evidence is key.
• Do not rote learn (memorise) a CUEGIS essay - such an approach will not address the demands of the question nor reach the top mark bands for the assessment criteria.

Tips for the introduction

• Provide a brief description of the chosen organization, even for large multinationals such as McDonald's or Starbucks, as these are franchised businesses and operate differently in various parts of the world).
• Define and demonstrate understanding of the two CUEGIS concepts - whilst there is no explicit requirement to define any concepts, there are two benefits in doing so:
• it helps the student to clarify their interpretation of the two concepts - particularly important as there is no usually acceptable definition of any concept, by nature.
• it demonstrates understanding of these concepts to the examiner, and sets the parameters within which the student will discuss the concepts throughout the essay.
• Make the connection between the relevant Business Management content (tools, theories or techniques if mentioned in the essay question). For example, if the question is "With reference to an organization of your choice, discuss the ways in which culture can influence international marketing strategy ", then it would make sense for the student to define marketing strategy (which is more than just the 4Ps or the 7Ps).

Tips for the body of the essay

• Explain just one point / issue per paragraph - this will make it easier for the student to focus on the argument and to enable their essay to flow better.
• Answers should be well explained and analytical - students must avoid writing descriptive answers and unjustified responses or knowledge claims.
• Use real-world examples. facts, figures and/or evidence that justify the arguments effectively for each point made.
• Apply relevant content from the syllabus, based on the demands of the question. For example, if the essay is "With reference to an organization of your choice, discuss the ways in which ethics and change can influence human resource management ", then students must refer to the content in Unit 2 of the syllabus, written in the context of their chosen business organization. They must avoid oversimplifying or generalizing - each point should relate specifically to the chosen business organization and address the essay question.
• Relevant tools, theories, techniques should be used throughout the essay. For example, if the question is "With reference to an organization of your choice, discuss the ways in which culture can influence international marketing strategy ", then the discussions could include: the four P's, market research, promotional strategies, the BCG Matrix, the product life cycle, or even the Ansoff matrix (as part of the organization's growth strategy). By contrast, content that is generic or unrelated to the demands of the essay question will not add value.

Tips for the conclusion

• Begin with “In conclusion…” - this helps the student to focus on writing a conclusion to the essay (worth 1 mark under Criterion D: Structure).
• Present a balanced response by using trigger words such as, "However", “On the other hand”, "Nevertheless" or “Alternatively…"
• Consider alternative perspectives of various groups of stakeholders in a balanced way - remember to include the views of an individual stakeholder (such as the CEO) or several individuals (such as the views of the Marketing Director and the HR manager).
• Provide a judgement, recommendation or opinion - depending on the essay question - rather than avoiding a succinct answer or response to the demands of the question.
• Conclusions should be presented clearly and supported by appropriate examples, data, information, or evidence presented in the essay.

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