Running head: BUSINESS GROWTH OVERVIEW DATASET Business Growth Overview dataset Chan Pech University of Phoenix Dr. John Kautenberger Marketing 571 June 24, 2019 1 BUSINESS GROWTH OVERVIEW DATASET 2 Part 1: A commentary on the business growth data set To: Dr. Kautenberger From: Chan Pech, SVP Date: June 24, 2019 Subject: A COMMENTARY ON THE BUSINESS GROWTH DATA SET Major areas of increase and decrease in revenue or type and/or category of business The analysis of the data set provided indicates that year 2016 was much better on financial performance that was the case on the year 2015. The business had higher revenues on 2016 than 2015, with the data indicating a constant increase in the sales and revenues in almost every department for the year 2016. The increased in the domestic revenues reached $93683 from 85181 in the year 2015. Although the data portrays that every department made a revenue increase in the year 2016, the increase rates were different since some departments indicated higher revenue increase than others. There was also a small increase in the INTL and one can safely conclude that 2016 was a year of growth in almost all departments. Many top customers enjoyed an increase in revenues except the Delta Appliance that experienced a decrease by 5.3. The companies seen to be in the right path are the Fish Limited, the ALPS Company, and ABC BUSINESS GROWTH OVERVIEW DATASET 3 Corp because they were leading with the revenues increase. The businesses that indicate the lowest revenues can benefit by increased marketing, such as the Delta Appliances being the most affected business organization. Trends that is evident in terms of revenue or type and/or category of business A clear trend is notable under the Customer Class that shows clear growth in the revenues under Other comparing to the accounts that have high dollar values like Industrial Labs at $900 000 or Municipal at $1.6M. The total revenue for Others is $74 399 with a growth of 197.1%, a clear indicator of an area that the organization can focus its growth upon. Besides, the growth profits are high despite the small growth rates at the International accounts at 1.8 percent. The gross profit margin at 50.8 is high compared to all others. Insights that would help formulate marketing strategies to either continue growth or reverse the decline The organization should create marketing strategies that promote growth by demographics and all possible areas. The key areas are the ones showing the least increase in revenues. The organization may consider using the 4Ps of marketing to better its strategies. The four Ps will help the business in understanding the product in each of the areas, pricing, and promotion for the place it holds in the market share. The organization may also need to consider innovation and technology because these are two critical ingredients for new product growth and management of production costs. These ingredients will enable the organization to find more efficient production methods, cutting down on the costs for clients and increasing the profits. The areas I would like to create a marketing goal as SVP are the demographic areas that have low growth in revenues because they may have many unexploited potentials that can BUSINESS GROWTH OVERVIEW DATASET 4 generate good revenues for the company. I would also want to review and research on those in shared markets and try to devise strategies of winning against them in marketing based on how they are operating. Additionally, I would consider studying the final consumer to know how they perceive the product, which will enable proper branding and marketing. Running head: BUSINESS GROWTH OVERVIEW DATASET 5 Part 2: A global/multiregional company The company name is Coca Cola. The location of the company’s headquarters is in Atlanta, Georgia, in the United States. Coca Cola company majors in the manufacture of soft drinks. The everyday products by the Coca Cola Company are bottled water and sodas. The stock price of the Coca Cola Company is $ 45.94 on average but was the US $52.00 on June 24, 15.11. The net income for the company in 2018 was USD 6.43. The President of the Coca Cola Company is Brian Smith, while the CEO is James Quincey. The company cut its employees to 62 600 in 2018 from 100 000 employees worldwide. The revenue for the Coca Cola Company in 2018 was USD 35 billion. Coca Cola is a public company that trades in the New York Stock Exchange. A variety of shareholders and investors in this multinational company come from different parts of the globe. These shareholders hold about 24.6 percent of the total shares of the company. The motto for Coca Cola is “Taste the feeling.” Some of the soft drink products by Coca Cola include Fanta, Sprite, Coke, and Stony. Promotion and the Product Life Cycle Grading Guide MKT/571 Version 10 Marketing Copyright Copyright © 2017, 2016 by University of Phoenix. All rights reserved. University of Phoenix® is a registered trademark of Apollo Group, Inc. in the United States and/or other countries. Microsoft®, Windows®, and Windows NT® are registered trademarks of Microsoft Corporation in the United States and/or other countries. All other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended to imply endorsement, sponsorship, or affiliation. Promotion and the Product Life Cycle Grading Guide MKT/571 Version 10 Edited in accordance with University of Phoenix® editorial standards and practices. 2 Promotion and the Product Life Cycle Grading Guide MKT/571 Version 10 Individual Assignment: Promotion and the Product Life Cycle Purpose of Assignment All products/services go through a life cycle of NPI (new product introduction), growth, maturity and decline. These various stages affect the marketing strategy and promotional efforts. In Week 3, you will incorporate a promotion strategy that addresses at least 3 areas of the product life cycle. The primary objective of this assignment is to allow the student to demonstrate an understanding of the factors that can affect the launch of a product or service. A secondary objective is to understand the differences in a product launch in the U.S. (domestic market) and an international market. Grading Guide Content Student’s product strategy addresses at least three areas of the product life cycle (NPI-new product introduction, growth, maturity and decline). Student’s product strategy addresses how he/she will measure (what metrics will be used to determine success or failure) the marketing activities. Student’s product strategy includes the creation of at least two different types of media methods for the products. One media method must be a print method and one must be non-print. A media method is a media strategy which highlights his/her product. Student has 2-3 sentences about each media method (i.e. one paragraph of what he/she would do, not how to do it). Student does not use the Facebook example provided here: • Product and Promotion: o Integrated Marketing Communication o Advertising Strategy/Objectives o Push and Pull o Media Strategy o Advertising Execution o Direct Marketing o Public Relations/Strategies o Positioning Student’s product strategy addresses three elements of the Product and Promotion List provided in the assignment. The product strategy is a minimum of 700 words in length. Note: Charts/graphs/tables Met Partially Met Not Met Comments: 3 Promotion and the Product Life Cycle Grading Guide MKT/571 Version 10 Content Met Partially Met Not Met Total Available Total Earned 70 #/70 Partially Met Not Met Total Available Total Earned 30 #/30 100 #/100 Comments: do not count toward the word count. Writing Guidelines Met The paper—including tables and graphs, headings, title page, and reference page—is consistent with APA formatting guidelines and meets course-level requirements. Intellectual property is recognized with in-text citations and a reference page. Paragraph and sentence transitions are present, logical, and maintain the flow throughout the paper. Sentences are complete, clear, and concise. Rules of grammar and usage are followed including spelling and punctuation. Assignment Total Additional comments: # Comments: 4 1 An APA running head is not needed for undergraduate or master’s courses per the University Writing and Style Guidelines. If you are a student in a doctoral program, or otherwise require a running head in your paper, consult the doctoral APA Sample Paper in the CWE>Tutorials and Guides>Doctoral Writing Resources. Pagination: Use the header feature in Microsoft® Word to set the page number (see Appendix A). Writing Style and Mechanics Student Name Course/Number Date Instructor Name The title: Use upper and lower case letters, centered between the left and right margins, and positioned on the upper half of the page. Use black, 12point Times New Roman font throughout. Arial and Courier font types are acceptable. All lines are double-spaced throughout the entire document. Use black, 12-point Times New Roman font throughout the document. Arial and Courier font types are acceptable. This APA Sample Paper is intended for undergraduate and master’s level students. The University of Phoenix APA sample papers represent the consensus of key academic officials within the University. This particular sample reflects expectations outlined in the University of Phoenix Writing and Style Guidelines for undergraduate and master’s courses, which correspond with the University’s preferred style guide for most programs: The Publication Manual of the American Psychological Association, Sixth Edition. If your course materials direct you to follow MLA style, please see the MLA Sample Paper in the Center for Writing Excellence (CWE)>Tutorials and Guides>MLA Information. This sample paper is offered as a concise tool to help students with style, but it is not a definitive or binding representation of format for all courses. The CWE provides many tools to help students write and format effective papers; however, the faculty member determines the assignment grade in the course. Abstract: Typically, an abstract is required only for publication. If your assignment instructions indicate a requirement to use an abstract, a sample can be found in the CWE>Tutorials and Guides. Center for Writing Excellence © 2014 Apollo Group, Inc. All rights reserved. Writing Style and Mechanics Indent the first line of each paragraph using the tab key, set at five to seven spaces or one-half inch. Use the paper title above your introduction, centered not bolded. 2 The Publication Manual of the American Psychological Association (APA) began as a Direct quotations require a page number or paragraph number. journal article in 1929. The APA reported results from a meeting of scholars “to establish a simple set of procedures, or style rules, that would codify the many components of scientific writing to increase the ease of reading comprehension” (APA, 2010, p. xiii). Today, the Publication Manual is in its sixth edition and the APA style described in it is a widely Use one or two spaces after a period at the end of a sentence, but be consistent with usage throughout the document. recognized standard for scholarly or professional writing in the social sciences. Although the style guide is designed to prepare manuscripts for publication, many universities and health care journals have adopted its use as a guide to achieve uniformity and consistency (Cuddy, 2002). Writing in the style prescribed by the Publication Manual can be a daunting experience for students. As with any new skill, “practice makes perfect” (S. Proofreader, personal communication, June 28, 2004). Points of APA style most often used by undergraduate and Personal communication citation: No need to include on the reference page. graduate students are listed below. However, keep in mind that this sample paper is a guide and should not be considered as a replacement for the Publication Manual. Format Considerations Level one heading: Centered, bolded, upper and lower case letters. . Some commonly used rules and formats from the sixth edition of the Publication Manual are listed below. Please note, however, that some assignments may require unique formatting, Level two heading: Left margin, bolded, upper and lower case letters. and you should consult your syllabus for clarification. Correct Margins Margins are one inch on all sides. This rule is broken only to avoid placing a lone heading on the last line of the page or a single line of text on the top of the next page. Margins should be one inch on all sides of the document. Writers should ensure that a line is not tab indented when centering a heading so as not to appear off center. 3 Page Header The page header contains the page number aligned with the right margin. The automatic header function in Microsoft® Word should be used to place the page numbers consecutively in the paper (see Appendix A). Arabic numerals (1, 2, 3, and so on) are used to number each page, beginning with 1 on the title page. Document Headings Paragraph headings should be used in long documents to organize the essay, to break it up into readable portions, and to make it easy for readers to locate information. Using headings in a short document before every paragraph can make the writing appear choppy, and the paper may not flow smoothly from point to point. Use paragraph headings if your document is longer than three or four pages or if the assignment instructions require paragraph headings. Reference Page Hanging indentation is used for the reference page. The proper format can be set in Microsoft® Word (see Appendix B). Creating the hanging indentation by using the tab key or space bar will not protect the formatting if changes are made to the reference page at a later time. The reference page is alphabetized by author or by title of the work when no author is listed, and each entry contains the date of publication in parentheses directly after the author’s name. The title, the place of publication, and the name of the publisher follow the date of publication for a book entry. The proliferation of electronic materials has prompted APA to create formats designed specifically for Internet and web-based written material. Visit the APA website at http://www.apastyle.org for additional information about formatting electronic references. You will also find frequently asked questions and helpful free tutorials about using APA style. The place of publication in a reference should include city and state using two letter postal abbreviation for the state. If the location is outside of the U.S., use the city and country. Examples: New York, NY. London, England. 4 Only references that have been cited in the paper are listed on the reference page. Personal communications are cited in the text but do not appear on the reference page because the reader cannot retrieve them. Additional reference examples are available in the Reference and Citation Examples tutorial in the Center for Writing Excellence (CWE) at Tutorials and Guides. In-Text Citations Level three heading: Indented, bolded, capitalize only the first word, period at the end, continue text same line. Direct quotations. Direct quotations must mirror the original source word for word, even if errors are contained in the original text. To alert the reader that errors are part of the original material, the word [sic], enclosed in brackets and italicized, must follow the erroneous material. The source of the quotation must be cited. The format of direct quotations may vary with the placement of the quoted material in the sentence. The following is an example of how you may use a direct quotation from a website with an author: “Diversity is emerging as one of the most serious issues in the workplace today, yet most employers are not prepared to deal with it” (Copeland, 2003, Erroneous Assumptions, para. 1). The author’s last name, the year of publication, the website title or section title, and the paragraph number, when no page number is available, are included in the citation. The following is an example of how one may use a direct quotation from a book with one Citation with a page number: One space between the p. and the number. Level three heading usually only necessary in longer papers, most commonly in master’s and doctoral papers. author: Venes (2001) stated, “The types of influenza doctors must prepare for fall into three categories” (p. 106). If the author’s name is stated prior to the quotation, include the date of publication (in parentheses) after the author’s name, and follow the quotation with the page or paragraph number. For a work with two authors, use both authors’ last names for every citation. If the source has three or more authors but fewer than six authors, list all authors in the first citation, and use the first author’s last name and the words et al. (without italics) for the rest of “Erroneous Assumptions” is the heading of a section within the web-based article, “Managing a Multicultural Workforce.” Using the heading of a section for an online article citation will help your reader quickly locate the content in the original source. 5 the citations. If the source has more than six authors, you may use the first author’s last name and the words et al. (without italics) for every citation (APA, 2010, p. 175). The following example from the Publication Manual (2010, p. 42) shows a citation from a work with more than six authors using the first author: (Good et al., 2001). Refer to the Reference and Citation Examples tutorial in the CWE at Tutorials and Guides for more examples of in-text citations. Quotations that contain fewer than 40 words are enclosed in double quotation marks within the text. Use single quotation marks for quotations contained within a direct quotation. Quotations of 40 words or more are indented in a block format without quotation marks. Use double quotation marks to indicate a quotation within the block quotation. The block quotation is started on a new line, and it is indented five to seven spaces or one-half inch. A sample block quotation appears on page 7 of this document. Paraphrased or summarized material. Paraphrasing or summarizing allows the writer Write out and with authors’ names mentioned within the text. Use an ampersand (&) when they are written within a citation. to present someone else’s ideas or intellectual property and to supply proper credit to the original author or authors (Lawton, Cousineau, & Hillard, 2001). When an author is paraphrased or summarized, the source must be cited in the text. If a source is mentioned more than once in a paragraph, a citation must be included each time. Page or paragraph numbers are not required for paraphrased material, but the Publication Manual recommends that writers include a page or paragraph number to help the reader easily locate the information (APA, 2010, p. 171). If a writer were to paraphrase information from an article located in an online database, the writer would format the citation as follows: Daniels (2004) included Darden Restaurants on her list of the 50 best companies for minorities. Here is an example where the author is not mentioned within the text: A list of companies has been singled out as best for minority employees (Daniels, 2004). Both examples include the author’s last name and the date of publication. If the author’s 6 name is not provided with the paraphrased text, it must be included in the citation. Refer to the Reference and Citation Examples in the CWE at Tutorials and Guides for examples of citing paraphrased material. Deciding to summarize, to paraphrase, or to provide a direct quotation is an important question one must consider when using sources in an academic paper. Summarizing and paraphrasing both consist of sharing a source author’s ideas by phrasing them in one’s own words. A writer should summarize or paraphrase source material when it is important to capture the basic idea but when the author’s exact words are not essential to the paper. Conversely, a writer should quote directly when the source verbiage is crucial and stating it any other way would cause it to lose its meaning. Usually writers will quote authors who are experts in their field and whose ideas support their own. However, excessive use of direct quotations should be avoided. Writers are encouraged to paraphrase when doing so will not change the meaning or the impact of a source (Ede, 2011). Plagiarism. Plagiarism constitutes a serious academic concern. According to Lawton, Cousineau, and Hillard (2001), “Academic communities demand that writers credit others for Electronic source and quotation: If the electronic source does not have page numbers, use the abbreviation para. for the paragraph number. their work and that the source of their material clearly be acknowledged” (para. 6). Internet access has resulted in an increase in plagiarism. McCabe noted (as cited in Sterngold, 2004), 41% of students said they engaged in cut-and-paste plagiarism from online sources. The sentences and phrases used in one’s paper must be original or cited and referenced accordingly. Although it may be easier for a writer to use someone else’s words, doing so discredits the writer. When in doubt, cite. See the Plagiarism Guide in the CWE at Tutorials and Guides for more information about avoiding plagiarism and about properly citing intellectual property. Headings should not appear at the end of a page. For the sake of readability, move the heading to the top of the next page (see Other Format Issues on page 7). This ensures that the intended content of the following body text is clear. Secondary Sources: Also called an indirect source. List only primary source in reference list, and cite secondary source author only within the text. Secondary sources are not ideal in academic writing and should be avoided. 7 Other Format Issues The preferred typeface for APA style is black, 12-point Times New Roman (APA, 2010). However, Arial and Courier font types are acceptable. Avoid using any software settings that reduce spacing between words or letters or that add spacing between paragraphs. Use doublespacing throughout the document. You may use one space or two spaces after sentence-ending punctuation in the body of your essay, but use consistent spacing at the end of a sentence throughout your essay. Although the Publication Manual (2010) requires an abstract to precede the text, an abstract is not used in most student papers. Some assignments may require an abstract if students are submitting lengthy papers or project proposals. In those cases, the direction to submit an abstract will be in the assignment guidelines. A sample abstract can be found in the CWE at Tutorials and Guides. Writing Mechanics Correct grammar, punctuation, spelling, and sentence structure—in addition to formatting—are essential components of scholarly writing. Strunk (1918/1999) emphasized the importance of being succinct: Block quotation (40 or more words): Indent to the tab margin and do not include quotation marks. The in-text citation occurs outside of the punctuation that ends the sentence. Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer make all his sentences short, or that he avoid all detail and treat his subjects only in outline, but that every word tell. (para. 1) 8 Grammar In addition to the provision of a standardized format for scientific writing, the Publication Manual (2010) emphasizes the importance of proper grammar. Important basic grammar principles are listed below. For further information, refer to Step-by-Step Grammar Review in the CWE. The Step-by-Step Grammar Review provides individualized practice with grammar and punctuation. Subject and verb agreement. A singular noun requires a singular verb and a plural noun requires a plural verb (APA, 2010). Words that intervene between the noun and the verb do not change this basic rule. Noun and pronoun agreement. When writers use a singular noun, they must also use a singular pronoun. To avoid using awkward combined forms such as he/she or (s)he, writers may reword the sentence and use a plural noun and a plural pronoun to eliminate the problem of nouns and pronouns that do not agree. For example, the sentence “A student applying for a job must carefully proofread his/her application” may be reworded to read, “Students applying for jobs must carefully proofread their applications.” Use of plural forms also helps writers reduce bias, avoid stereotypes, and refrain from using both singular and plural in the same sentence or paragraph. Passive voice. Passive voice obscures the actor in this sentence: “The house was painted,” because it omits who applied the paint. In contrast, the same sentence written in active voice would be something such as this: “Our company painted the house.” The passive voice, which is a form of “be” (is, was, were, will be, have been, etc.) and a participle (painted, etc.), is useful when the actor's identity is not important to the sentence or context. Overuse of the passive voice causes the document to read similarly to an instructional manual, dry and 9 monotonous. According to Sigel (2009), it weakens the essay’s argument and prevents clear and concise writing. Occasional use of the passive voice is acceptable, but documents written primarily in the active voice are more enjoyable and more persuasive to read (Sigel, 2009). Punctuation. Correct punctuation establishes the rhythm and readability of sentences. Use only one space after commas, colons, and semicolons. Use one or two spaces after a period at the end of a sentence (be consistent with use). When a hyphen or a dash is used, no space appears before or after the hyphen or dash (APA, 2010). In academic writing, use a comma to separate all words in a series of three or more, as in the following example: Tasks included reading, writing, and analyzing the information in the text. Correct use of commas and semicolons can be challenging for students. Writers should consider using a proofreading tool, such as WritePoint®, to aid in checking proper comma use. Capitalization. Capitalization is used to designate a proper noun or trade name as well as major words in titles and in headings. Instances where capitalization is not used include laws, theories, models, or hypotheses, such as ethical decision-making models and names of conditions or groups in an experiment, such as experimental or control groups (APA, 2010). A common error in capitalization is its use with the name of a job title or department. An example is human resources, which is not capitalized, versus the specific title of ACME Human Resources Department, which is capitalized. Seriation (elements written in a series). Items contained in a list help to clarify the point being made or help to clarify components of a subject. Bullets may be used for a list in academic writing according to APA standards (2010). To show seriation of separate paragraphs, however, number each paragraph with an Arabic numeral followed by a period that is not 10 enclosed in or followed by parentheses. To show seriation within a paragraph or a sentence, use lowercase letters in parentheses (see Appendix C). Numbers. Spell out numbers one through nine that appear in the body text. Use Arabic numerals to express numbers 10 and above. Exceptions to this rule are discussed in the Grammar and Writing Guides in the Center for Writing at Tutorials and Guides. Once in the Grammar and Writing Guides, go to Grammar Mechanics and select Number Usage for a list of the exceptions. If you have the Publication Manual, sixth edition (2010), refer to pages 111-114 for detailed information about number usage. Third person versus first person. Person refers to the point of view or the source of the writer’s opinions. Use third person (he, she, or they) in academic writing. When referring to yourself, however, stating “The writer instructed the patients” is ambiguous and may give the impression that you did not participate. Instead, use a first person personal pronoun: “I instructed the patients.” For the most part, reference to self in first person should be limited to personal reflection or opinion papers. Conclusion Always include a conclusion that summarizes the main points of the paper. By understanding mechanics and usage requirements and by referencing materials appropriately with in-text citations and reference entries, you will clearly communicate the content of your work. Use the information included in this paper to develop effective academic papers. You are also encouraged to refer to the resources in the CWE and the style information from www.apastyle.org for additional information about academic writing. Reference Page: Use a separate page to list the references and double-space the entire page. The word References is upper and lower case, centered, not bolded, at the top of the page. 11 References American Psychological Association. (2010). Publication manual of the American Psychological Association (6th ed.). Washington, DC: Author. Copeland, L. (2006). Managing a multicultural workforce. California Job Journal. Retrieved An online journal article. from http://www.jobjournal.com Cuddy, C. M. (2002). Demystifying APA style. Orthopaedic Nursing, 21(5), 35-42. Retrieved from http://www.orthopaedicnursing.com Daniels, C. (2004, June 28). 50 Best companies for minorities. Fortune, 149(13), 136146. Retrieved from http://money.cnn.com/magazines/fortune A print version of a book. A book with a corporate author and an edition number. Italicize the titles of books and journals (including journal volume numbers). Ede, L. (2001). The academic writer (2nd ed.). New York, NY: Bedford/St. Martin’s. Lawton, K. A., Cousineau, L., & Hillard, V. E. (2001). Plagiarism: Its nature and consequences. Retrieved from Duke University Guide to Library Research website: A source available on a university program or department website. http://www.lib.duke.edu/libguide/plagarism.htm Sigel, T. (2009). How passive voice weakens your scholarly argument. Journal of Management Development, 28(5), 478-480. doi:10.1108/02621710910955994 Sterngold, A. (2004). Confronting plagiarism: How conventional teaching invites cybercheating. Change, 36(3), 16. Retrieved from http://www.changemag.org An electronic version of a republished book. Strunk, W., Jr. (1999). Elementary principles of composition: Omit needless words. In The elements of style. Retrieved from http://www.bartelby.com/141/strunk5.html#13 (Original work published 1918) Venes, D. (2001). Taber's cyclopedic medical dictionary (19th ed.). Philadelphia, PA: F.A. Davis. A source with a digital object identifier (DOI). 12 Appendix A: Header Feature in Microsoft® Word Identify each page with the page number placed at the right margin. Do not use your name to identify each page. Be sure the font type and size are the same in the header as that used throughout the document. To create a correct header with an automatic page number in Word, use the following guidelines. Word 2010 and newer 1. Select the Insert tab. 2. Select the Header icon. 3. Choose the Blank header tab from the drop-down menu. 4. Tab to the right margin, and select the Page Number icon. 5. Place the cursor over Current Position. A drop-down menu should appear. 6. Select the Plain Number option. A number will appear at the right margin of your document. 7. Choose Close Header and Footer (the red X at the far right on the menu). Your cursor then appears at the beginning of the document, and automatic page numbers should be visible as you type each new page. Word 2003 1. Select the View menu on the toolbar. 2. Select Header and Footer. 3. Place the cursor in the Header box and select the right justification button on the toolbar so that the cursor in the Header box moves to the right. 13 4. Use the automatic function for inserting the page number as illustrated in this picture by selecting the first button with the # symbol. 5. Select Close. The header is complete. 14 Appendix B: Creating a Hanging Indent in Microsoft® Word To create a hanging indent for your references page in Word, use the following guidelines. Word 2010 and newer 1. Select the text that requires a hanging indent or create a hanging indent at the top of the references page before typing the text. 2. From the Home menu, select the arrow in the Paragraph group seen below. This will bring up the Indents and Spacing tab. 3. Under Indentation, in the Special box, select on Hanging and select OK. 15 Word 2003 1. Select the text that requires a hanging indent or create a hanging indent at the top of the references page before typing the text. 2. From the Format menu, select the Paragraph command. 3. In the Special list, under Indentation, select Hanging and select OK. 16 Appendix C: Seriation To show seriation (lists) within a paragraph or sentence, use lowercase letters, not italicized, in parentheses: Job satisfaction is increased when nurses are provided with (a) therapeutic massage, (b) relaxation therapy, and (c) music therapy. To show seriation of separate paragraphs, number each paragraph with an Arabic numeral, followed by a period but not enclosed in or followed by parentheses. A numbered list signifies that element 1 is more important than element 2 and so on. See the following examples to create a numbered or bulleted list. Berk (2001) suggests that parents determine suitability of books for children by using the following criteria: 1. Books are made from durable material . . . [paragraph continues] 2. Books are action-oriented . . . [paragraph continues] If all elements in the list are of equal importance, use bullets instead of numbers as shown below. Berk (2001) suggests that parents determine suitability of books for children by using the following criteria:  Books are made from durable material . . . [paragraph continues]  Books are action-oriented . . . [paragraph continues] 1 Title of Paper Student Name Course/Number Due Date Faculty Name Detailed expectations for a Masters Level Course (remove this line) 2 Title of Paper Triple click your mouse anywhere in this paragraph to replace this text with your introduction. Often the most important paragraph in the entire essay, the introduction grabs the reader's attention—sometimes a difficult task for academic writing. When writing an introduction, some approaches are best avoided. Avoid starting sentences with “The purpose of this essay is . . .” or “In this essay I will . . .” or any similar flat announcement of your intention or topic. Read more: Center for Writing Excellence>Tutorials and Guides>Essay Development>Guidelines for Writing Academic Essays. Level One Heading Replace the level one heading with the words for your heading. The heading must be in bold font. Headings are a necessary part of helping your audience track the sub-topics discussed in the body of the essay or report. Be sure to indent the first line of each paragraph between five and seven spaces by pressing the Tab key one time on the keyboard. In addition, remember to double space the entire paper using the double space functionality in Word. This template is already formatted for double spacing. Read more: Center for Writing Excellence>Tutorials and Guides>Software Tutorials and Guides>Formatting Tutorial for APA. In addition, keep in mind an academic essay should contain at least five paragraphs, which includes the introduction (introductory paragraph), the body (which is generally at least three paragraphs), and the conclusion (generally one paragraph). Most well-developed paragraphs contain at least three – five sentences, one of which is the topic sentence. Limit each body paragraph to one sub-topic. 3 Level Two Heading Replace the level two heading with the words for your heading. The heading must be in bold font. Level three heading. Replace the level three heading with the words for your heading. The heading must be in bold font. Most master’s level papers will be sufficient with three levels of heading. Delete the following level four and five heading placeholders if not needed. Level four heading. Replace the level four heading with the words for your heading. The heading must be italicized and in bold font. Level five heading. Replace the level five heading with the words for your heading. The heading must be italicized. Conclusion The closing paragraph is designed to bring the reader to your way of thinking if you are writing a persuasive essay, to understand relationships if you are writing a comparison/contrast essay, or simply to value the information you provide in an informational essay. The closing paragraph summarizes the key points from the supporting paragraphs without introducing any new information. 4 References This is a hanging indent. To keep the hanging indent format, triple click your mouse on this line of text and replace the information with your reference entry. You can use the Reference and Citation Examples (Center for Writing Excellence>Tutorials and Guides>Reference and Citation Examples) to help format your source information into a reference entry. The reference page always begins on the top of the next page after the conclusion. 
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