1. 1 This resource contains example(s) of demonstrating depth and breadth in Business-related disciplines. Follow the steps below to customise the slides for your course: 1.Choose an appropriate example extract from a student assignment (graded A) 2.Copy the extract into the example slides (slide 4) 3.Highlight words and phrases that illustrate effective demonstration of depth and breadth 4.Provide the full version of the assignment  students identify further examples (slide 5) 5.Encourage the students to bring in their own writing (slide 5) 6.Delete guidance slide 1 in this resource before using in your sessions Guidance on customising this resource How to demonstrate depth and breadth in assignments Email PAD team for further guidance pad@beds.ac.ukpad@beds.ac.uk In this resource: Breadth can be demonstrated through connecting the knowledge from different disciplines, with a view to provide a wider context/ scope or a historical perspective. Depth assumes author’s engagement with the subject knowledge at a more profound level, in order to ‘drill down’ to the roots of the discussed / analysed topic. Both depth and breadth can often be seen in analysis and synthesis.

2. Write to attract a higher grade: How to demonstrate depth and breadth of knowledge Skills Edge Project Workshop - Business 2

3. Discussion: How do we demonstrate ‘depth’ and ‘breadth’ in academic writing? How to demonstrate depth and breadth of knowledge in your writing 3 o What do we mean by ‘depth’ and ‘breadth’ in academic writing? o Why would your lecturers want to see this in your work? o Think of instances/ parts of assignments - where would it be most suitable to demonstrate ‘depth’ and ‘breadth’? o How might you be able show evidence of depth and breadth in your assignments?

4. Example: How does the author achieve depth and breadth in the following extract? 4 How to demonstrate depth and breadth of knowledge in your writing The impact of web analytics on e-business “… During the reach phase of the ‘marketing funnel’ it is all about bringing a product or service to the customer’s attention (Burby, 2007). Generally with offline communications this is done through mass marketing channels such a TV adds (Burby, 2007) and companies would hope it would reach its target audience. However using web analytics a business can evaluate exactly who their customers are, and where they come from and therefore target communications accordingly. (Jackson, 2009)(Burby, 2007). For example, Littlewoods previously struggled to acquire customers from its cold email campaigns, however by using web analytics to assess the customer’s demographic information, behavioural trends, and purchasing history Littlewoods were able to send carefully targeted emails from which they were able to acquire 4953 customers (DMA, 2009)...”

5. Task 1: Can you identify other examples of depth and breadth in the provided text? Justify your answer. 5 Task 2: Identify evidence of depth and breadth in both your own and your peers’ writing. Discuss how you could expand your writing further to increase depth and breadth How to demonstrate depth and breadth of knowledge in your writing