The Marketing Strategy Of Apple Inc And Its Effectiveness

The Marketing Strategy Of Apple Inc And Its Effectiveness After reviewing the list of available topics for the 2012 Oxford Brookes Research and Analysis Project, I was most drawn to the topic A review of the Marketing Strategy of an organisation and its success because this relationship between the marketing strategy and organisational success is an area of high interest to me. I believe that undertaking this project will expose me to the real life interplay of the marketing models in the implementation of the business strategy of an organisation and help me to understand how a good marketing strategy can result in the success or otherwise of an organisations business strategy. Being much aware of how between 1995 and 1997 Apple Incorporated (then Apple Computers Incorporated) almost went bankrupt with $1 billion in backorders (California Digital Library, 1998); I believe that Apple Incorporated will be a fit candidate for this project analysis to show how an effective marketing strategy turned a failing company into the most valuable corporate body in share prices in under a decade (BBC UK, 2012). 1.2 Brief historic overview of Apple Inc. and its development: Apple Inc. wholly-owned subsidiary involved in the design, manufacture and marketing of mobile communication devices, computers and portable digital devices, including related software solutions and peripherals. Apple was established in 1976 by Steve Jobs and Steve Wozniak and Incorporated on January 3, 1977 in Cupertino, California (California Digital Library, 1998). Initially a success, infighting and a power struggle between founder Jobs and CEO John Sculley on which products to develop and market led to Jobs resigning from Apple in 1985 (California Digital Library, 1998). Misguided product development, poor research into consumer products and a failure to understand consumer needs led to a fall in market share, profits and faced near bankruptcy in 1996 after huge losses and unfulfilled backorders (California Digital Library, 1998). A restructuring of products and a strategic partnership with Microsoft to invest $150 Million in non-voting Apple shares and making available Office, Internet and development tools on Apples Macintosh computers, helped keep Apple afloat (CNET News, 1997). Apple currently is a market leader in the Mobile Computing industry with a much diversified range of products; including the iPod, iPhone, iPad, Macintosh Computers. 1.3 Project Objectives: The objectives I aim to achieve by undertaking this project work include: To understand how the ANSOFF and Marketing Mix models are applied to the market/product relationship and the overall development of a marketing strategy for an organisation. To review the marketing strategy of Apple using the ANSOFF and Marketing Mix models and access how the market/ products of Apple are developed effectively marketed to their consumer base. To access the contribution(s) that the application of these models by Apple Incorporated has made to their financial performance. This assessment will include: The contribution to net sales from their main market products. Access the effectiveness of their marketing costs to net sales. 1.4 Overall Research Approach The research is centred on the analysis and review of the marketing strategy of Apple Incorporated by evaluating their product development and marketing strategies from the ANSOFF and Marketing Mix models. The research approach which will enable me meet the outlined objectives will include a mix of theoretical models and making inductive conclusions from their practical application by Apple. Deductive assessment from qualitative and quantitative contributions to the success of Apple by their applications of the functions of these models will be made from the financial statements of Apple and from Industry and Media publications. Chapter 2 Information Gathering In this research and analysis project there were mainly two sources of information I considered; primary and secondary. 2.1 Sources of Information Primary Sources Primary sources are the first hand information gathered by the researcher directly in the research field from his subjects and are usually in their crude form (Yale University, 2008). Methods for obtaining primary data include: Questionnaires and Oral Interviews I will not make use of the primary data sources due to constraints including: Financial constraints, time limit, subject location and the non-response of the subject to my request for information. Secondary Sources Secondary sources of information are that which is available to a researcher as a result of other research work or publications in a relevant field; this necessarily will not mean similar or same research objectives; but does make the relevant fact and data available to a secondary researcher (University of Illinois, 2011). Sources of secondary data include Industry related and media publications, Textbooks, Financial reports, etc. I will make use of secondary data sources as they were more convenient to the constraints I faced. My sources of secondary data included: Industry and Media Publications: I will make use of publications and tools from experts in the computing industry including reports from C.Net, Web Archives Organisation and The Car Phone Warehouse. References will also be made to major events and activities of the Apple in media and news publications and some of which include the Financial Times, The Guardian, The New York Times, The BBC and CNN. This enabled me to access independent views on the success or otherwise of Apples marketing strategy. Library research: During the research I frequented my local library in Leyton, the library of the London School of Economics (LSE) and the Library of the London School of Business and Finance. This facilitated me on my understanding of the ANSOFF and Marketing Mix models and their theoretical development. Electronic Research: I also made use of the internet to gather the majority of information I needed to analyse the history, development and current strategic position of Apple Incorporated, to which the website of the SEC, www.sec.gov, provided me with financial publications and reports. I also found information on the prices of relevant competitive products including the Samsung, HTC and VIM (Black Berry) from industry participants like the Car Phone Warehouse, www.carphonewarehouse.com. 2.3 Ethical Considerations of the Project: As an ACCA student and having written the Ethics and corporate governance module I do understand clearly the ethical situations that can arise from analysing an organisations strategies. I have as such made no attempt to obtain or disclose any top level information or data that might jeopardise the long term strategic position of my subject of study: Apple Incorporated. All the information that I will use in my analysis are publicly available from Apples financial reports and from various other industry and media outlets. References will be made to these media outlets, news events and such relevant information in the financial statements of Apple and all such sources will be disclosed as due and correctly attributed to. To the best of my knowledge neither myself nor any close relative hold any form of financial instrument, shares or stock in Apple or any competitor in the mobile electronics industry and as such I do not seek to profit from this research for any effects it might have on such instruments. 2.4 Theoretical base and definition of Models The ANSOFF Model developed by H. Ansoff (Johnson et al 2005) is a product/market growth matrix that allows an organisation to generate alternative directions for its strategic development. Alternative strategic directions are options of products and market coverage that are available to an organisation taking into account their strategic capability and the expectations of stakeholders (Johnson et al, 2005). Protect / Build Product Development Consolidation With existing capabilities Market Penetration Beyond current expectations With new capabilities Market Development Diversification New segments With existing capabilities New territories With new capabilities New uses with new capabilities Beyond current expectations Beyond current expectations Source: H. Ansoff (1988) as cited by Johnson et al (2005). An organisation typically starts from the position of building or protecting their market presence with its existing products in their existing market (Box 1). The organisation then has the choice of pushing further the same product in that very market or moving to developing new products in that market (Box 2). The organisation can also bring their existing products into new markets (Box 3) and finally the last and most radical option of diversifying into a new market with a new product (Box 4). (Box 1) Protect / Build: According to Johnson et al (2005) this involves consolidating and strengthening their current market status with their current products. This may require just increasing the efficiency of their processes by downsizing some activities. This approach is much preferred stagnant markets and requires much competitive advantage or edge to win over customers from competitors. Box 2 Product Development: A business resides in an environment and changes in that environment will demand new products or services at the expense of an established product. An organisation then delivers these modified or new products to existing markets. Product development is most utilised by industries with short product life cycle software and consumer electronics (Johnson et al, 2005). Box 3 Market Development: This is the case where existing products are offered to new markets which may include exploiting into other market segments, developing new users for existing products and advancing on the geographical stage both nationally and internationally. In all cases, it is prudential that market development strategies are based on products or services that meet the critical success factors of the intended new market. As simply on offloading traditional products or services into new markets are likely to fail. Market development also requires a degree of product and capability development (Johnson et al, 2005). Box 4 Diversification: This is a strategy that removes an organisation away from their current markets and products; that is their established comfort zone of domination as one may put it (Johnson et al, 2005). Diversification increases the market power that the head office must oversee and may be in response to a market decline, an attempt to spread risk or as a corporate response to the expectations of powerful stakeholders. Diversification can be understood in two ways; Related and Unrelated. Related diversification is seen as a strategic development beyond current products and markets; but within the capabilities or value network of the organisation. Unrelated diversification has to do with developing beyond the current capabilities or current value system and this is often referred to as conglomerate strategy (Johnson et al, 2005). An organisation can make a choice as to which of the function(s) of the model to apply in its strategic options. When this option has been made an organisation then has to develop a marketing approach to gain the advantage over their competitors. Marketing Model (Marketing Mix): Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably; it is widely used as a concept or a process and to cover a series of techniques (CIM, 2012). Marketing strategy therefore reflects a companys best options as to how it can most profitably apply its skills and resources to the chosen product and segment market Consumers have needs and wants, and are placed into segments based on those needs, but understanding the nature of customers and their needs is only just but the first step in implementing a business strategy. An organisation needs to communicate to the consumer why their product fulfils these needs and the tools used in this communication form the basis of the marketing mix model; being the Product, Price, Place and Promotion, also known as the 4Ps. The 4 Ps model was developed by McCarthy (Kotler et al, 2008) but modern scholars have identified 3 more Ps, People, Processes and Physical evidence that are more at play in the service sector, Booms and Bitner in (1981), as cited by Brassington and Pettit (2006). Product: This is what the customer receives from the organisation or manufacturer; totality of goods and services that the company offers the target market. (Kotler et al, 2008:49). A product goes beyond just the item sold, and is not only what to make, but how, when and its life span of feasible production. In marketing terms a product is split between the actual product and the augmented product. The actual product in its simple terms must satisfy the basic needs of the customer; and thus can be termed as the threshold product. However if an organisation seeks to survive in a changing market, it must provide more than the basic product. Price: The price is the amount of money the customer parts with in order to acquire the product; and may involve more than just the basic and straightforward calculation of costs and expected profit margins of the organisation (Brassington and Pettit, 2006). A common trait with price; regardless of the basis of calculation; is that it must reflect the value the customer holds to the product. This is a customers individual behaviour trait as Brassington and Pettit (2006) noted; and is a judgemental perception of what they are getting for their money, what options their spending power held for them and how much the amount relatively means to them. External factors that affect price include competitors and the general economy. The influence of pricing on the success of the overall marketing mix approach can be established with Bowmans Strategic clock model which shows the link between the perceived value of product, the price and its chances of success. A product that fails to communicate the appreciable value / price ratio to consumers will fail. The Strategic Clock Model, (C. Bowman and D. Faulkner 1997) Brassington and Pettit (2006), notes that within a given economic situation price sends all sorts of messages to the customers; it indicate quality and desirability and in the eyes of competitors it is seen as a challenge as low pricing can indicate a price war and high pricing leaves room for a competitor to undercut. Internal factors that may affect pricing include required return or shareholder expectations, cost of manufacture. Pricing is the most flexible element of the marketing mix but it is also quite a dangerous element to play with (Brassington and Pettit 2006). Place: Once the product and the price have been determined, the customer must be able to purchase the product. This can be directly from the manufacturer or from an intermediary or distributor. There are various modes of distribution in order to transfer the product to the customer; from simple mail order to long and complex distribution chains. Place in the modern era of marketing has also taken the electronic edge and includes the internet and telephone orders. The Place function is not just about the movement and transfer of goods, it is about manipulation, competitive advantage and power of bargain between the consumer and the manufacturer (Brassington and Pettit 2006). Promotion: Product promotion is about communicating to the consumer or customer. An organisation has a product that may be competing with several others to satisfy a customers need. The act of convincing consumers on why an organisations products are the best in fulfilling their need is what promotion is all about. Often seen as the most active and glamorous part of marketing, it does demand a daunting amount of artistic endeavour and can be used to overcome setbacks an organisation may have in the other aspects of the marketing mix. Promotion in totality however contains two main acts: pull promotions that attempt to attract the consumer to purchase the product and push promotions that aim for retailers or intermediaries, encourage them to purchase the product and promote them to their own consumers. Promotion involves not just advertising but also discounts or sales promotions, personal selling, branding and public relations (Brassington and Pettit 2006). People, Processes and Physical Presence: Booms and Bitner (1981), as cited by Brassington and Pettit (2006), added 3 more Ps (People, Processes and Physical Presence) to the initial 4 Ps model to reflect the extra activities in the marketing of services. People reflect the human aspect of rendering a service to a consumer. A customer that feels comfortable with a particular service provider trusts them and has a rapport with them; forms a relationship with that provider that a competitor will find hard to break into. People add value to the service package that goes beyond what the service aims to offer (Brassington and Pettit 2006). Process concerns the live provision and consumption of a service; which is much different to the hidden processes of manufacturing sectors. A service provider has to maintain consistency with the consumer this involves specific quality controls, training, manuals of service, time of service and a professional level of quality (Brassington and Pettit, 2006). Physical Evidence has to do with how an organisation maintains an ambience of their principal locality of rendering services for the consumer. This is a premises from which their service is sold or delivered and includes how appealing it is in terms of maintenance, design and accessibility. This can include the airplane one boards when they book a flight, the room they sleep in when they book a hotel (Brassington and Pettit 2006). 2.5 Limitations of the report This report has limitation due to the constraints it was subject to and the intrinsic limitations of the theoretical models. The unavailability of primary data has restrained this reports view of scope to the secondary data and the financial statements of Apple Incorporated. Constraints that limit the scope and dept of the report also include the number of words which as underlined in the project outline is a maximum of 6,500 words. Time has also been a constraining factor limiting the extent to which the research could be carried out. The location of the study subject, Apple Incorporated has also made it impossible to study the cultural influences and other market factors, apart from marketing strategy, that could and can affect the success. The nature of the theoretical models ANSOFF and the Marketing Mix model restrains their exact application and thus analysing their real life application. These models like all theoretical models may not necessarily be reflected in their totality when applied and certain assumptions need to be made in order to analyse their effectiveness. Chapter 3 3.1 Application of Models and Analysis An assessment of the current marketing strategy of Apple Incorporated using the ANSOFF and 7 Ps Marketing Mix modules will set a point out on what exactly Apple does and how this has been effectively reflected in their success. Outline of ANSOFF Model as Applied By Apple: Market Penetration: Apple from its period of incorporation had been focused on gaining a market share in the computer and I.T industry and although they had a reflection of research into other I.T based products; their main focus was on a limited product spectrum which included the Apple II, Lisa and Later the Macintosh computers (California Digital Library, 1998). They based this market penetration strategy on their style and brand appeal, and sought to grow their market share the more. This clearly fitted into the ANSOFF model function of market penetration and market consolidation strategy. This approach however begun to recede in the 1990s as their strategic competitors Microsoft and IBM outgrew Apples market share with much cheaper and more innovative computers which in addition capitalised on the inability of Apples computers to integrate with other industry standard software and computers (Jim Carlton, 1998). Market Development Function: Apples market spans across the globe and is segmented on a regional and product basis including consumer, business, education, enterprise and government organisations that make use of the power and productivity of Apples products. This market has been developed with focus on product differentiation and enhanced knowledgeable sales persons, which allows the easy conveyance of value of products to consumers (Apple Inc, 2011). Apple is also active in the reseller and third-party locations market including Apple Premium Reseller Program which allow high level integration and support services to their products (Apple Inc, 2011). This high value market development is directly linked to their products which are developed on value, ease of use and integration. Product Development Function: Being involved in the mobile computing industry which is highly characterized by frequent product introductions and rapid technological advances requires strategic application of the product development function of the marketing mix model. iPod: This is a portable digital music player introduced in 2001as a niche product it clearly struck a nerve with a new generation of electronic users. With the traditional PC being regarded as my parents computer or the official business computer, Apple identified a market that desired the portability of an electronic music player and the storage prowess of a computer for that music data. It includes the iPod touch, iPod nano, iPod shuffle and iPod classic all of which work with iTunes and related accessories both Apples and third-party compatibles. Apple sold more than 15 million units in the last three months of 2005 and helping double the quarterly profits of Apple from $255 Million in 2004 to $565 Million in 2005 (BBC UK, 2006). The graph 3.1 shows how this product dominates the mobile music devices industry. Graph 3.1 Source: IDC, 2006 as cited CNN Money, 2006. Apple US Electronics Music Player Market Share iPhone: Developed in early 2007, the iPhone combines a smart mobile phone, an iPod and an internet communications device; as then CEO Steve Jobs put it a widescreen iPod with touch controls, a revolutionary phone and a break through internet communicator (Anthony Imbimbo, 2009). It also includes accessories that allow it to communicate with other Apple products and tools that elaborate on ease of use, value and user friendliness. Within three months Apple had sold 270,000 iPhone devices and generated $5 Million of net revenue for the 3rd quarter of 2007, (Apple Inc, 2007). Graph 3.2 Sources: Apple Incorporated Financial Statements, 2010 2011, Growth in Net iPhone Sales Between 2008 2011. Graph 3.3 Sources: Apple Incorporated Financial Statements, 2010 2011. Percentage Growth Net iPhone Sales to Net Sales 2008 2011. Graph 3.2 and 3.3 above indicate how the iPhone product grew rapidly and its net contributions to sales. Mac: This is the personal computing product which includes desktop and portable computers, related devices and third party hardware products. They are designed to target high end business and professional customers. iPad: In the first quarter of 2012 Apple introduced the iPad which like the iPod touch and iPhone is based on the multi-touch technology, showing how using their existing capabilities Apple develops products to fulfil market needs (Apple Press Info, 2010). Described as a multi-purpose mobile device for browsing the web, reading and various other functions, the market reception of the iPad was so successful that Apple sold 300,000 within the first twenty-four hours of its launch (Ars Technica, 2010). Graph 3.4 shows the accelerated growth of net sales contribution from the iPad product. Graph 3.4 Sources: Apple Incorporated Financial Statements, 2011. Percentage Growth in Net iPad Sales to Net Sales Between 2010 and 2011. This simultaneous implementation of the product and market development functions of the ANSOFF model clearly follows in line with Johnson et al (2005) observation that market development requires a degree of both products development and capability development. Chart 3.5 Sources: Apple Incorporated Financial Statements, 2011, Percentage of Products to Net Sales. Chart 3.5 above shows the net contribution to net sales from the most recent products from Apple Incorporated. iTunes and iCloud: The iTunes offers a tool for organising digital files on apples devices on both Windows and Mac platforms it is integrated into the iTunes Store which allows the rental and purchase of digital products from Apple accredited sellers, including the App Store and iBookstore with one account (Apple Inc, 2011). The iTunes interface provides an integration platform for all devices one may own allowing files to be wireless pushed to all devices (Apple Inc, 2011). Extending on the iTunes digital hub integration, Apple introduced the iCloud in October 2011, which allows consumers to store and share all their files across all Apple devices they own, perform backups and various other functions including managing mail and contacts. This digital hub ideology allows Apple to provide the augmented services that make their products value stand above those of their competitors. Software Products and Computer Technologies: Apple offers a range of computer softwares for education, enterprise and government customers including the Mac OS X, iLife 11, iWork 09, server software and professional application software including Final Cut Pro, Logic Studio etc (Apple Inc, 2011). Apple also builds software for their mobile devices supported by the iOS architecture and offers these augmenting products to enhance the customer use and value of their products. Display Peripheral Products: Apple has a range of peripherals and display devices including the Apple LED Cinema Display, AppleTV and Thunderbold Display, Apple also offers several third-party augmenting devices that add value to their products (Apple Inc, 2011). Diversification Functions: When Apple introduced the iTunes and iTunes Store product they created a completely different product line that strays from their electronics products lines and yet offers more augmented value to their mobile devices. This online music store can be seen as a concentric or related diversification that provided a platform where the music industry could sell its products easily to the rapidly growing market of iPod and iPhone users. This diversification has been so successful that Apples online music store the iTunes overtook the largest music retailers in number of songs sold in 2008, (Apple Press Info, 2008). Source: ArsTechnica 2008, Apple iTunes Store Music Sales by % Volume. A more detailed analysis shows how Apple changed the way consumers purchase music from buying a whole album to allowing selection of a particular track or set of tracks. This lies in related horizontal diversification as Johnson et al (2005) pointed out as activities that are complimentary to the parents core activity network. Apple clearly uses a combination of the ANSOFF product, market development and diversification functions to effectively contribute to its success as a mobile I.T manufacturer. Application of the 7P Marketing Mix Model by Apple Incorporated Apple applies the 7P marketing model by either identifying a specific markets needs or by creating a market by defining products that address the needs of their target segment consumers. Product: Apple defines their products with the final consumer in focus and does not seek to gain all the consumers in the market; rather they focus on the Value seeking consumers and thus all of Apples products are designed to satisfy the needs of these value consumers. Products are designed with each aspect specifically detailed to achieve an advantage over equivalent competitor products including; superior ease of use, seamless integration and innovative design (Apple Inc, 2010). As Kotler et al (2008) describes, Apple provides augmenting services and peripherals for almost all of their product lines including maintaining compatibility to older generations and other third-party devices and software. These services, which are additional to all Apple products as basic packages at no and extra packages at extra costs allows consumers to continuously add more value to their products to fulfil their evolving needs. Currently as I write this report, Apple has launched several series of product upgrades and differentiation within the iPhone, iPod and iPad for other value consumers identified in their market segment whose needs the current products do not meet; including the iPhone 5, iPod Touch, iPad Mini and the Mac Book Pro and iMac (Apple Online Store, 2012). Pricing: One other aspect of the Marketing mix model which Apple applies effectively is the pricing of their products. Apple markets itself as a high end product manufacturer with a high-quality buying experience for their target consumers, and this is reflected in their pricing. Apples products are higher in prices in a comparison to their market competitors but this it leverages with its unique ability to design and develop its own operating systems, hardware, application software and services and provide its customers with new products and solutions of superior ease of use, seamless integration and innovative design. Apple believes in high quality sales and after sales support experience and ensures that although their prices are higher than any competitor; the final end consumer knows that the quality of product, sales and after sales support is second to none (Apple Inc, 2011). From C. Bowman and D. Faulkners (1996) strategic clock model, Apple Incorporated can be seen to be solely concentrated on a high value high price relationship which they also described as focused product differentiation. A samples analysis of the current UK mobile phone market prices ranges between the major market competitors and Apples iPhone product belo

Jobs in Information Security

Jobs in Information Security Major: My major is information security. Information security: Information security, abbreviated to Information security, is the act of anticipating unapproved get to, utilize, exposure, disturbance, change, examination, recording or annihilation of data. Some of the time alluded to as PC security, data innovation security is data security connected to innovation (frequently some type of PC framework). It is advantageous to note that a PC does not really mean a home desktop. A PC is any gadget with a processor and some memory. Such gadgets can extend from non-organized independent gadgets as straightforward as adding machines, to arranged versatile registering gadgets, for example, cell phones and tablet PCs. IT security masters are quite often found in any real venture/foundation because of the nature and estimation of the information inside bigger organizations. They are in charge of keeping the majority of the innovation inside the organization secure from noxious digital assaults that frequently endeavor to rupture into basic private data or pick up control of the inner frameworks. Information assurance: The demonstration of giving trust of the data, that the Confidentiality, Integrity and Availability (CIA) of the data are not damaged, e.g. guaranteeing that information is not lost when basic issues emerge. These issues incorporate, yet are not constrained to: cataclysmic events, PC/server glitch or physical burglary. Since most data is put away on PCs in our present day time, data confirmation is commonly managed by IT security pros. A typical technique for giving data affirmation is to have an off-site reinforcement of the information in the event that one of the said issues emerge. Jobs Titles There are many jobs available in this major. Here I will discuss only 3 jobs. Information Security Manager Information Security Analyst Security Operations intelligence manager Information Security Manager The Security Governance, Risk and Compliance Manager is in charge of guaranteeing undertaking information systems and frameworks are agreeable with all Information Security, consistence and review controls and in addition corporate approaches intended to ensure business interests. Information Security Manager will counsel inside and track and deal with all innovation related dangers. With his/her propelled learning in data security he/she will be entrusted with setting up best practices here. Responsibilities: There are some major responsibilities for this job is given below. Make, keep up and deal with the Information Security, Technology Risk, Audit and consistence plans. Teams up Business and Technology initiative to build up a coordinated way to deal with data innovation hazard administration and consistence that properly adjusts organizations hazard hunger, values, computerized items and market position. Liaises and works with the Internal Audit and Group Functions to guarantee an incorporated plans. Selection criteria There are some selection criteria in given below Least of ten years administration encounter inside an Information Security/Risk Governance work inside a vast professional workplace Solid comprehension of key business goals and have the capacity to well-spoken hazard with regards to business targets; he or she will have a profound working information of significant consistence, administrative systems, for example, ISO27001, PCI-DSS, Sarbanes-Oxley. Solid comprehension of key business goals and have the capacity to well-spoken hazard with regards to business targets; he or she will have a profound working information of significant consistence, administrative systems, for example, ISO27001, PCI-DSS, Sarbanes-Oxley. Solid correspondence and introduction aptitudes required. Proficient security administration affirmation as a Certified Information Systems Security Professional (CISSP). Affirmed Information Security Manager (CISM), Certified Information Systems Auditor (CISA) Certified in Risk and Information Systems Control (CRISC) or other comparable favored. Information Security Analyst Information Security Analyst is a person that surveys and investigates IT conditions/foundations for data security plan, execution and upkeep related procedures. Data security experts audit IT conditions for security needs and necessities, and give their understanding into actualizing and enhancing the data security engineering of an association. Duties: Ensure effective delivery of the UAR service and all relevant processes. Investigating, responding to, remediating and reporting on any identified UAR issues. Investigating, responding to, remediating and reporting on any identified UAR issues. Provides well-informed advice and consultancy on UAR. Identity and implement changes or improvements to UAR processes. Maintain information security records and documentation to provide the level of assurance/governance required by the Westpac Group. Deliver requirements that form part of SOX Group Assurance audits that relate to the UAR process. Both internal and external Investigate, respond to, resolve, and report on security incidents/issues as directed, based on their risk level and advise on and ensure implementation of governance frameworks to ensure that incidents/events are actioned promptly based on their risk level Selection criteria Three years experience, with two years in an Information Security, Information Technology, Risk Management or equivalent role. Exposure to Access Control administration, processes and systems. A good understanding on IAM and in particular UAR best practice, standards and guidelines. Excellent verbal and written communication skills with an ability to achieve results working with all the businesses throughout the Bank. Formal education or certification in Information Security, Information Technology, Risk Management or equivalent discipline is desirable. Security Operations intelligence manager Accountabilities: Monitoring security systems for abnormal behavior. Mitigate and/or contain incidents, working with the suitable internal and external teams. Monitoring vulnerability and intelligence feeds for the latest news and alerts in the security industry. Monitoring the vendor and product landscape to know what products are available and offer advice on their value to the business. Identifying gaps or areas for improvement, where people, process changes or tools can assist. Educating the business on what is good practice, what are the current threats and how to avoid a data breach or security incident Providing specialist security advice to management, project teams, the supply chain and internal stakeholders Improve reporting to the Executive management and the business. Managing a team, mentoring technical staff and provide training. Planning and strategy development. Risk Assessments Vendor Management Presentations to clients and internal stakeholders Selection criteria Experience with Firewalls, WAFs, DLP and IPS. Experience testing and deploying security technologies. Penetration Testing Malware analysis Architecture experience CISSP, SANS and/or OSCP certificates Graduate or Postgraduate degree in IT Mobile and pervasive systems Mobile and pervasive systems is my elective in about Information Security because this very large industry and there is lots of chances to growing up thats why I am interested in this field. Mobiles and pervasive systems are every in the world. One prominent vision is that family gadgets apparatuses, stimulation focuses, telephones, indoor regulators, lights, and so forth will be invested with microchips permitting the gadgets to speak with each other and with the homes occupants. The dishwasher can ask the water radiator whether the water temperature is sufficient; occupants can phone home and remotely train the VCR to record a most loved show; the TV could choose news stories of exceptional enthusiasm to the tenant; the stereo may bring down its volume when the telephone rings; and the garments dryer may make a declaration over a radio framework when it has finished its cycle. An operator based architecture for supporting setting mindful frameworks in savvy spaces (e.g., shrewd meeting rooms, keen homes, and brilliant vehicles). Key to this engineering is a shrewd specialist called setting handle that keeps up a common model of setting for the benefit of a group of operators, administrations, and gadgets in the space and gives security insurances to the clients in the space by implementing the approach decides that they characterize. The utilization of operators permits execution of complex operations that includes a lot of information to be done successfully utilizing dispersed assets. Network planning and configuration is an iterative procedure, incorporating topological plan, arrange combination, and system acknowledgment, and is gone for guaranteeing that another media communications system or administration addresses the issues of the supporter and administrator. User experience design is the way toward upgrading client fulfillment with an item by enhancing the ease of use, availability, and joy gave in the collaboration the item. Analysis of data is a procedure of investigating, purifying, changing, and demonstrating information with the objective of finding helpful data, recommending conclusions, and supporting basic leadership. Information examination has numerous aspects and methodologies, incorporating various strategies under an assortment of names, in various business, science, and sociology areas.

Sports and Recruitment for Colleges Essay -- Recruiting Process Colleg

Every Saturday, college campuses all across the nation are a buzz with activities. The football team prepares for this week?s game. The girl?s soccer team and volleyball teams play on Saturday and Sunday. The boy?s soccer team travels for an away game. Colleges and universities everywhere depend on various sports as a way of recruitment, entertainment, and physical activity for students. However, before 1972 women did not share the same opportunity to participate in intercollegiate sports. Up until 1972 there were no rules governing sexism in intercollegiate sports. Then, when President Nixon signed into law the Education Amendments Acts, part of the new law was called Title IX. This part of the new law abolished sexism in intercollegiate sports. Since its inception, Title IX has lead to giant steps in women?s sports. Understanding what Title IX is will help to understand how Title IX has helped bring on gains for all women. The Education Amendments Act of 1972 was signed into law on June 23, 1972 by President Richard Nixon (Wulf, 79). Part of this larger bill was an amendment called Title IX. This part of the bill called for an end to sexual bias in institutions that receive federal funds. Though Title IX did not have any specific correlation to intercollegiate sports, on the playing field is where it has been used most. In 1975, the Department of Health, Education, and Welfare extended Title IX?s boundaries to athletics, saying recipients of federal funds must provide ?equal athletic opportunity?(Guenin 35). Now extended to athletics, there are three major stipulations colleges must cover to satisfy the Title IX laws. These three stipulations are government set regulations. Congress never approved the po... ...rown claimed that females had the chance to equal the ratio, but failed to attempt to fill the teams (Guenin 37). Brown spent over one million dollars defending themselves in court. This money could have been used to possibly expand female?s athletics.. The school ended up losing the court battle almost four years later. Like all laws, how one interprets them determines their effectiveness. Since President Richard Nixon signed the Education Amendments Act of 1972, women?s sports have taken a giant leap. Part of this new law, Title IX, outlawed sexual discrimination in intercollegiate athletics. This gave women the necessary step to reach the same level as men. ?Women don?t have to have 50% of the varsity positions to succeed in athletics. They need equal opportunity.?(Mahoney 78). Title IX started the process of ending sexual discrimination everywhere.

Raising an authentic child in an unauthentic world Essay -- American S

Certainly, most parents’ today have the desire to raise healthy, happy, successful, well-rounded, children with good character. Parents are following the vast amounts of ‘how-to† advice that society continues to generate, believe they are doing everything â€Å"right†, but do not seem to be achieving the desired outcome (Boteach 1). Parents are left with more questions than they began with, children continue to encompass the negative characteristics and the divide between what is desired and what is produced continues to grow. Therefore, this paper will examine the cultural, societal, parental, and communicative causes to why this is happening. An overall explanation would be that it seems that the more we progress technologically and educationally, the more we digress socially and individually. American society has gone from families living in close proximity to one another, having weekly gatherings and a genuine bond, to families scattered across the country only coming together every other Thanksgiving or Christmas, and possibly a few weeks in the summer, with a mind-set of obligation instead of one of devotion. Family friendships that used to span generations have been replaced with chains of multiple lifestyle enclaves that simply do not provide roots for families today. And parenting that was once based on instinct, logic, and generational advice is now fueled by a need to find a â€Å"how-to† manual to provide the appropriate answers in a search to produce the perfect child. To better understand how these cultural, societal, parental, and communicative elements have an effect on parenting children today, this paper will explore the messages parents create and communicate to their children in relation to want is actually being co... ...t they are in contact with. In other words, parenting has evolved into something that is done for other parents, not for children. American Children In the article, The Demise of Child-Rearing, Lyric Wallwork Winik paints a picture of modern day American children: In many respects, not since four- and five-year-old children were sent down into the mines or consigned to the factory floor has it been harder to be a child. Children are more medicated than ever. They are routinely exposed to sexual situations sooner, as well as to violence, illicit drugs, and alcohol. With the rise of sexual predators, they are for the most part no longer free to hop on their bikes and explore the suburban world; many are not allowed even to walk an urban or suburban block alone. Spontaneous play time has given way to scheduled play dates and organized pint-sized soccer leagues.

Melodrama Essay -- Literary Analysis,Steve Neal, Christine Gledhil

There are many debates in Film Studies over what films count as melodramas. Film scholar Steve Neale’s essay, â€Å"Melodrama and the Woman’s film,† describes the paradigm shift that melodrama has experienced from the Silent era to the 70’s. On the other hand, Christine Gledhill’s essay, â€Å"Rethinking Genre† and â€Å"The Melodramatic Field: An Investigation,† suggest that melodrama is just a mode and, not, in fact, a genre. While Thomas Elsaesser’s essay â€Å"Tales of Sound and Fury: Observations on The Family Melodrama,† identifies the different types of melodrama. But what is a true form of the melodrama genre? At first, it might be difficult to understand why an animated film such as Curious George made my nephew ask me why he felt like crying when the monkey was separated from his zookeeper, and proceeded to ask why the film made him sad. What my little nephew didn’t know was that I also cried. Melodrama tic films are those that make you cry: films that have an essence of verisimilitude, evoke pathos, and use music to accentuate the ‘drama.’ In this essay, I will take elements of Neale, Elsaesser, and Gledhill’s discourses on melodrama to support my definition. By the end of this essay, I will give a brief explanation on why the melodramatic film as the contemporary drama is important and universally understood. In order for a film to be considered to be a melodrama it has to have a presence of verisimilitude. In other words, a melodramatic film has to mimic real life. According to Elsaesser’s essay, he says that, â€Å"even if the situations and sentiments defied all categories of verisimilitude and were totally unlike anything in real life, the structure had a truth and a life of its own, which artists could make part of their material (37... ...ealizes the loss Pita is going to have. By adulthood, one is familiar with extreme sadness and true suffering. Most adults know the feeling of never being able to say you love someone because they have passed on. Or, losing your favorite toy. Even if you haven’t gone through such life changing events, we have all experienced the separation from our mother’s womb into the world. Our first cry is our first trauma that is implanted into our psyche. That’s why in Melodramatic films are solemnly those of great pathos that make the spectator cry because they familiarizes with the pain (even a five year old can understand), and there are cries of joy at the end for the purpose of catharsis which relieves of trauma of separation. (Why is crying therapeutic? How does it relieve this trauma? Does it cause us to confront the anxiety of separation you are referring to?)

Sammy

Sammy is observant and watches everything that goes on in the store while he cashiers because the Job can get a little boring and he can also by easily distracted y something. His observations, so marvelously acute and precisely and delightfully expressed† (WEB) When these girls walk in, he becomes very observant. He notices the patterns of the bikinis they are wearing. He also notices the way one of them has the strings on the top. Once they start to talk, he fgures out who is the leader. He calls her queenie, and he is very fond of her. He notices by the way she is walking and talking that no doubt she is the leader and the other two are her followers. Sammy is different but acts like a normal cashier in this story.He is not important and does not stand out compared to his coworkers. Sammy wants the girls to notice him, so he feels the need to try to be different. â€Å"Sammy notices the gulf between them; the only way he can get them to notice him to differentiate himself f rom what he sees, through their eyes as the provincialism of the small town that insists on â€Å"decent dress† in its supermarket. † (126) He wants to stand out from the rest of the people in the store, such as, customers and coworkers. He calls this coworker a drone and customers sheep, which is very different and strange.Not many normal teens do that, and nothing makes Sammy any more special than the rest of the people in the store. Sammy is dissatisfied and quits his Job. â€Å"Sammy is not frustrated because he cannot woo queenie but because of the length of time because of the time he has been working at the supermarket and his daily encounters with customers. † (Web) His manager decides to tell the girls something about the way they are dressed. Sammy thinks his manager disrespected them, he stands up for them and quits. He is hoping the girls would notice and like it but they do not notice.Sammy becomes very dissatisfied with his decision when he walks ou tside and notices the girls are gone. Then again, he did not really like the Job anyway, considering he realized this opened up a door for new opportunities. Sammy starts to think about his decision more and more, wondering if he has made the right choice. At the end of this story, he is a different Sammy. He became were worth quitting for. He thought by being different he would have gotten their attention. He also thought he would have been satisfied with his decision, but he begins to question his decision. Sammy Sammy is observant and watches everything that goes on in the store while he cashiers because the Job can get a little boring and he can also by easily distracted y something. His observations, so marvelously acute and precisely and delightfully expressed† (WEB) When these girls walk in, he becomes very observant. He notices the patterns of the bikinis they are wearing. He also notices the way one of them has the strings on the top. Once they start to talk, he fgures out who is the leader. He calls her queenie, and he is very fond of her. He notices by the way she is walking and talking that no doubt she is the leader and the other two are her followers. Sammy is different but acts like a normal cashier in this story.He is not important and does not stand out compared to his coworkers. Sammy wants the girls to notice him, so he feels the need to try to be different. â€Å"Sammy notices the gulf between them; the only way he can get them to notice him to differentiate himself f rom what he sees, through their eyes as the provincialism of the small town that insists on â€Å"decent dress† in its supermarket. † (126) He wants to stand out from the rest of the people in the store, such as, customers and coworkers. He calls this coworker a drone and customers sheep, which is very different and strange.Not many normal teens do that, and nothing makes Sammy any more special than the rest of the people in the store. Sammy is dissatisfied and quits his Job. â€Å"Sammy is not frustrated because he cannot woo queenie but because of the length of time because of the time he has been working at the supermarket and his daily encounters with customers. † (Web) His manager decides to tell the girls something about the way they are dressed. Sammy thinks his manager disrespected them, he stands up for them and quits. He is hoping the girls would notice and like it but they do not notice.Sammy becomes very dissatisfied with his decision when he walks ou tside and notices the girls are gone. Then again, he did not really like the Job anyway, considering he realized this opened up a door for new opportunities. Sammy starts to think about his decision more and more, wondering if he has made the right choice. At the end of this story, he is a different Sammy. He became were worth quitting for. He thought by being different he would have gotten their attention. He also thought he would have been satisfied with his decision, but he begins to question his decision.

Professional relationships with children Essay

1.1 Describe how to establish respectful, professional relationships with children any young people To establish and maintain a respectful and professional relationship with children and young people in setting the Teaching assistant must always put the children first, never appear bored or uninterested, always encourage children and never make them feel like they have said something silly as this may make them reluctant to join in class discussion or turn to the teaching assistant for help. Body language is very important, if a child senses anger or unrest this may make the child not want to approach the TA with any problems or concerns they may have. The TA must always maintain eye contact and be friendly and approachable; they must also remember to give short and clear instructions to the children as they can only process it a bit at a time. If the TA has children or friend’s children within the school they must not discuss any child with any parent and their friends must be made aware that if they require any information on their child they must speak directly to the teacher. 1.2 Describe with examples how to behave appropriately for a child or young person’s stage of development Children and young people are still developing their language skills so it is important that the TA uses the correct terminology when in the classroom, in the key stage one they are learning phonics and it is important that the TA uses the same pronunciation as the teachers as this will confuse the children. The TA must never use inappropriate language i.e. swearing or slang words as this is not setting a good example to the children. When in setting the TA must dress appropriately no low cut tops. This can be very distracting. The TA must give the children their full attentions and not be distracted as they will pick up on this and it can impact negatively on the children and they will be reluctant to be involved with the TA. The TA needs to set a good example and be a good role model. 1.3 Describe how to deal with disagreements between children and young people Children and young people often have disagreements and fall out amongst themselves due to differences of opinion or personality clashes, it is important to stay calm and try to diffuse the situation, make sure that  both sides of the story are heard be fair and do not take sides. If the TA is unsure of anything then they must seek help from colleagues. 1.4 Describe how your own behaviour could: – Promote effective interactions with children and young people In setting body language is the first thing a child notices about the TA. Children can tell when there is something wrong. It can be off putting for a child if they are worrying whether they have upset the TA or not. If you are smiling they are smiling they can also tell when it’s not a genuine smile too, so never try to force one. -Impact negatively on interactions with children and young people Again a child can tell if you are genuinely in a good mood or not, if they are picking up on the TAs mood then it can impact hugely in a negative way as they might not want help form the TA and this could put them behind with their work and get them into trouble with the teacher. Adults 2.1 Describe how to establish respectful, professional relationships with adults In setting it is important to establish a good professional working relationship with adult’s weather it is a teacher or a parent. The TA needs to be respectful of other people’s views and opinions even if it differs from theirs. It is also important to be polite as the TA is not only to help the teachers but to set a good example to the children. 2.2 Describe the importance of adult relationships as role models for children and young people If the children see a good working relationship between adults then they are more likely to give other children the same courtesy. If the child sees politeness and good manners they are more likely to do the same. If is important for the adults to set a good example to the children. Communicating with children, young people and adults in an educational environment is an important part of a professional relationship 3.1 Describe how communication with children and young people differs across different age ranges and stages of development When communicating with babies and toddlers parents often use baby language I.e. choo choo for train and woof woof for dogs but this will not help them later on when the time comes to go to school, as they grow the need to be taught the proper words for things as it will make it more difficult when they start school and it will confuse them. In early years at school they concentrate on phonics, numeracy and  literacy this helps them develop their language and mathematical skills and helps them for the rest of their school life. Each child has a different way of learning. The TA must be able to communicate with each child regardless of their learning abilities. Communication can differ among different ages and stages as the younger children may have difficulties such as speech problems which in older children this may have already been addressed. 3.2 Describe the main differences between communicating with adults and communicating with children and young people The difference between communicating with adults, children and young people are adults are able to process information much more quickly and effectively than small children and young people. When speaking to small children and young people you must use precise instructions so they understand what you want them to do. When speaking to adults sometimes we use sarcasm but small children and young people do not understand sarcasm and they may take it as the TA being nasty. Sometimes we have to raise our voices to be heard or to get our point across but when dealing with children that is not always the best way, if you want them to do something it is better to ask them calmly rather than shouting. 3.3 Examples of communication difficulties – Speech – Hearing – Language/different accents – Disability – Social Issues – Emotional Issues – Lack of stimulation – Lack of concentration – Lack of time – Abuse/neglect – Environment – Religion – Quiet/shy – Autism 3.4 Describe how to adapt communication to meet different communication needs In everyday life there are communication difficulties and it is the same at  school, there can be language barriers or hearing problems you just need to be able to adapt learning around there issues for example writing things down, written instruction or speaking slower more clearly, misunderstandings happen more often than not when a child has misunderstood instruction, do not rush a child if they feel under pressure they are more likely to get it wrong. Also respect others views and opinions even if you do not agree. 3.5 Describe how to deal with disagreements between: – The practitioner and children and young people If there are disagreements between a child and a TA the TA must involve another member of staff who can remain objective and not take sides as with all disagreements both parties should be treated fairly. The TA must not shout and behave inappropriately as this does not set a good example. * The practitioner and other adults If there are disagreements in setting between the TA and another adult it is important to try and resolve the situation as quickly and as calmly as possible to maintain relationships, if there are unresolved issues then the school grievance policy should be followed. Underpinning communication and professional relationships is the principle of confidentiality 4.1 Identify relevant legal requirements and procedures covering confidentiality, data protection and the disclosure of information The Data Protection act 1998 requires that information is – Accurate and relevant – Kept secure – Obtained and processed fairly and lawfully – Processed for limited purposes and not in any manner incompatible with those purposes -Held for no longer than necessary -Only disclosed if specific conditions set out in the act are satisfied 4.2 Describe the importance of reassuring children, young people and adults of the confidentiality of shared information and the limits of this It is of the utmost importance that children, young people and adults are reassured of the confidentiality of shared information as if they feel that what they tell people is going to become common knowledge then they will be reluctant  to tell anyone, this could lead to things been missed and someone getting hurt. Children, young people and adults need to be aware that things will remain confidential within reason, sometimes confidentialities have to be broken if someone ids in immediate danger or there are reports of abuse. 4.3 Identify the kinds of situations when confidentiality protocols must be breached – Sexual abuse – Physical abuse – Neglect -Self harm Resubmission TDA 2.3 Communication and Professional relationships with children, young people and adults 1.3 Describe how to deal with disagreements between children and young people When in setting if I was in that situation I would seek help from another member of staff so that the child or young person could be heard fairly as it is important that both sides of the story are heard. Both parties must be treated equally until the situation is resolved. I would need to remain calm and try to diffuse the situation without shouting. 1.4 Describe how your own behaviour could promote effective interactions with children and young people When dealing with children and young people the TA must be friendly, approachable, give praise where needed and support the children with their work and make them feel valued and that their opinion counts. This can have a very positive impact on the children, their work can improve and their self-confidence will improve. If a child or young person doesn’t feel that they or their opinions matter the will not progress properly and this can impact negatively on their education. They will not want to show their work or may feel silly asking questions, it is a TA’s job to help support the children and young people and make them feel valued. 2.1 Describe how to establish a respectful professional relationship with adults It is important to establish a respectful professional relationship in setting because we are there to set a good example to the children and young people and if they see adults behaving or speaking inappropriately then they will think it is acceptable to do the same, we are there to be good role models. It is also important to establish a good professional relationship with the parents whether they are your friends or not as they must understand that there are  rules and the TA’s cannot discuss their or anyone else’s child. 2.2 Describe the importance of adult relationships as role models for children and young people It is important that the children see a good working relationship between adults because if they see tension between the adults the child or children will pick up on this. They may think that this is normal and start being like that themselves. Adults must set a good exampl e to the children and young people, being a good role model is important as you are there day in day out and they will learn from you. If you go in and they think that you are not interested it is going to impact negatively on them. 3.1 Describe how communication with children and young people differs across different ages and stages of development Communication differs between different ages and stages of development, people tend to use baby talk when talking to babies and toddlers which is ok but the need to know the correct words for things as it will make it difficult for them when they go to school. When they start school they will learn with phonics this will help them to learn to read and write, in schools now there are many children and young people who don’t have English as their first language so learning has to be adapted for their needs. Some children and young people’ levels understanding are not the same as others so they perhaps need a little more help and would require one to one help with certain subjects. 3.4 Describe how to adapt communication to meet different communication needs There are a many different communication needs within a school, for example hearing and speech diffi culties and ESOL (English speakers of other languages), They will all need extra help as people with hearing problems will require one to one as they may use sign language or lip reading the TA may need special training for this, you can also use picture cards or write things down. It may be easier for someone with speech problems to practice writing them down first before trying to say them and listening to someone else pronounce them first to help. With people who have English as their second language it will be more beneficial if they hear someone speaking the words to help with their pronunciation. When helping someone with anything whether they have difficulties or not it is important to speak slower pronounce things accurately and be patient. 3.5 Describe how to deal with disagreements between the practitioner and children and young people In setting the TA must diffuse any disagreements between children, there are often fallouts in  the playground over who had what first, as a TA I would say that the child who had it first could have it for 5 more minutes then it would be the other child’s turn. In my setting if a child does not do as they are told they will get a warning and if they continue misbehaving they will get a verbal warning, if the still do no adhere then they will get put on a stage. This will then be reported to the parents at the end of the day. If dealing with a disagreement between myself and other adults I would try to diffuse the situation by remaining calm seeking advice from a member of staff and I would also speak to the head of the school to find of what the complaints and grievance procedures are for that school. You would not necessarily need to use the procedures but it would be useful to know for future reference. When dealing with disagreements with adults you need to use the same methods as when dealing with children and young people, stay calm and don’t shout as shouting will only make matters worse. You also need to be discreet as people will not appreciate people gossiping about the situation. 4.1 Identify relevant legal requirements and procedures covering confidentiality, data protection and the disclosure of information * The children’s act 2004 * SEN Code of practice 2001 * Human Rights act 1998 * Freedom of Information act 2000 4.3 Identify the kinds of situations when confidentiality protocols must be breached * OFSTED Safeguarding in schools: best practice September 2011 No 100240 * Risk of serious harm * Where an adult is aware that a child is involved in criminal activities * Illness