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Inclusive Social Marketing: Representation and Diversity in Brand Campaigns
Get PDFOver the past two decades, many marketing strategies have emerged around the world, as sales professionals have been searching for a universal language that millions of potential buyers can understand. Inclusive marketing has become a real breakthrough in this area, combining the social and consumer needs of the target audience in advertising campaigns. That is why today companies use inclusive marketing tools in order to attract the attention of various audiences and form a friendly target audience. The purpose of the study was to substantiate the peculiarities of inclusive marketing and to assess the possibilities of using the inclusion to create a positive image of a brand. In the course of the study, it was proved that, a necessary condition for modern companies’ development is the creation of a friendly and inclusive marketing campaign that would take into account the specifics of the entire target audience and allow them paying attention to each potential client. Inclusive marketing has been proven to present products, services, or applications in a context that evokes a deep emotional response from people and makes them feel noticed and understood. It can emphasise or address issues related to ethnic, gender, and socio-cultural differences. The goal of inclusive marketing is to understand and meet the needs of the target audience, attract potential buyers by increasing empathy, and solve life problems. At the same time, each member of the target audience should feel in the centre of attention and feel that their needs can be met, and their wishes can be taken into account, without focusing on their characteristics or disabilities
Accreditation of Hospital Establishments in Morocco. What, How, and Why?
Get PDFThe accreditation of hospitals in Morocco is an essential process aimed at ensuring the quality of healthcare provided by healthcare facilities. This process is implemented by the Ministry of Health and Social Protection, in collaboration with the World Health Organization. The primary objective of accreditation is to ensure the quality and safety of healthcare provided to patients. This includes the verification of standards and care protocols, the qualification of medical and paramedical staff, as well as compliance with health standards. Accreditation of healthcare facilities offers several advantages, including the improvement of the quality of care, the promotion of transparency, increased patient confidence, and the possibility of national and international recognition. The accreditation of health establishments is a major prospect for Morocco. This project is part of the development of the health system reform project and also medical coverage. The objectives of accreditation of hospital establishments are essentially aimed at meeting user expectations and improving the quality and safety of care. This opportunity constitutes a solid foundation and lever to ensure the organization of processes and the application of procedures to facilitate administrative and technical activities within an organization and evaluate the performance of results through the development of dashboards and quality indicators
When Branded Consumption Restores Consumers' Personal Control
Get PDFAs natural disasters and health issues proliferate and alter life situations accordingly, individuals often experience a threat to their personal control. One of the downward coping behaviors is for one to seek structure and order in one’s external environment (e.g., Kay et al., 2009). As a result, consumers alter their consumption behavior to compensate for a lower sense of personal control (e.g., Cutright, 2012). Drawing upon extant literatures of personal control, attribution theory and branded consumption, the current research offers four propositions regarding the instrumental role of branded consumption in restoring consumers’ sense of personal control. The research advances business practitioners’ understanding about consumers’ coping behavior to overcome perceived loss of control. It sheds light on a novel motivation behind branded consumption and thus, helps shape branding and merchandising practices to empower consumers with innovative brand offerings. 
Determinants in the Valuation of Streaming Companies and Streaming Platforms
Get PDFThe triumph of streaming platforms has its origins in the last millennium. Mobile communications standards and, thus, transmission bandwidths continued to develop. At least to the same extent, physical media carriers lost massive importance, eroding the business models of traditional media companies and causing industries to converge. Internet and media companies, therefore, felt compelled to acquire streaming platforms or entire companies operating such platforms. The paper focuses on the valuation of streaming companies and streaming platforms, which can be regarded as definable parts of a company: What is the maximum price that the rational presumptive acquirer of such a company (part) can pay for them without putting himself in a worse position by acquiring it than by not acquiring it? The value to be determined has the character of a decision limit and depends on the target system and the decision field of the valuation subject. The valuation of a streaming company is divided into the following three steps in a decision-oriented sense: 1. Delimitation and quantification of the relevant future successes (Determination of relevant data) 2. Transformation of the determined data into a decision value 3. Weighing up (subjective) decision value and (objective) price. The aim of this paper is to support valuation steps 1 and 2. To this purpose, the paper primarily presents the fundamentals of valuation and the delimitation and quantification of the relevant future earnings. The main task of valuation is the transformation of the qualitative and quantitative information on future successes determined from well-founded forecasts into a value that fulfills the function pursued by using the future performance value. This value is ultimately intended to support the decision-making subject's decision. 
Medical Researchers React to Peer Review: Attitudes towards and Challenges of Iranian Surgeons Publishing in English
Get PDFDespite the recent growth of attention to English for research publication purposes, little is known about how researchers view the role of peer review in their success of publication. In light of this gap, the present study investigated Iranian surgeons’ attitudes towards peer review and the challenges they face in getting their papers published. To this end, 26 Iranian surgeons were interviewed, and the transcribed data were analyzed through thematic analysis. The results revealed that firstly the surgeons attested to the positive and negative contributions of peer review in terms of changing or unchanging their attitudes, respectively. Secondly, the authors faced a myriad of challenges related to editors, reviewers, and socio-political-linguistic factors in getting their papers published. Moreover, they associated these challenges with positive and negative effects in being connected to their career-stage development and motivating them to conduct and submit more papers. The study concludes with implications for research and practice in how researchers can craft more quality papers to enhance their chance of publication in high-quality journals
Five Golden Rules for Successful Classroom Assessment Based on What We Have Learnt from JD Brown
Get PDFClassroom language assessment aims to gather various types of information related to student language learning and use and use it to inform a range of formative-summative decisions, including how to provide feedback to help students improve their learning efficacy, what teaching adjustments are needed, and whether students have demonstrated their learning attainment defined by a given syllabus (Turner, 2012). This article presents five golden rules based on the contributions of JD Brown. These golden rules address a need for a practical and accessible assessment approach that helps language teachers effectively assess students’ learning achievement in the language classroom. This article is, therefore, written for language teachers and pre-service TESOL (Teaching English to Speakers of Other Languages) students. The five golden rules presented in this article are: (1) choose the suitable types of language assessment tasks; (2) recognise the two types of assessment interpretations; (3) consider and apply basic classical test theory for analysis of the assessment of learning; (4) develop well-defined assessment criteria and rubrics for judging students’ performance; and (5) use assessment of language learning as a source of feedback to improve assessment tasks and student learning
How Many Raters Can Be Enough: G Theory Applied to Assessment and Measurement of L2 Speech Perception
Get PDFThis paper extends the use of Generalizability Theory to the measurement of extemporaneous L2 speech through the lens of speech perception. Using six datasets of previous studies, it reports on G studies–a method of breaking down measurement variance–and D studies–a predictive study of the impact on reliability when modifying the number of raters, items, or other facets that assist the field in adopting measurement designs that include comprehensibility, accentedness, and intelligibility. When data from a single audio sample per learner were subjected to D-studies, we find that both semantic differential and rubric scales for comprehensibility were reliable at the .90 level with about 15 trained raters or 50 untrained crowdsourced raters. In order to offer generalizable and dependable evaluations, empirically informed recommendations are given, including considerations for the number of speech samples rated, or the granularity of the scales for various assessment and research purposes
Mixed Methods Investigation into Test Score Users’ Perspectives about IELTS Reading Skill Profiles
Get PDFResearch on the use of standardized test scores in higher education reveals significant variations in attitudes and perceptions of language proficiency tests among test score users. Most test score users have limited knowledge about test score interpretations in terms of what English as additional language (EAL) students typically know and can do at the language proficiency levels associated with admission cut scores. To address this critical gap, the language testing field has actively investigated the potential of Diagnostic Classification Models (DCMs) to offer useful information, facilitating test score users in their decision-making processes. The present two-phase mixed methods study examined the characteristics of reading skill profiles across various IELTS band scores, specifically focusing on the most frequently used admission cut scores: 6.0, 6.5, and 7.0. The study further explored test score users’ perspectives about these admission test scores, challenges encountered by EAL students, and the usefulness of reading skill profiles derived from DCMs. Findings from the application of DCMs to IELTS reading test responses (N = 5,222) showed a lack of advanced skills, such as inferential reasoning, at these commonly employed cut scores. Test score users perceived the skill profiles as instrumental in distinguishing reading abilities across various band scores and discussed the EAL students’ lack of critical reasoning, especially in inferential and synthesis tasks in coursework. The results underscore the potential of DCM-based skill profiles in providing test score users with detailed information about test score interpretations
Reflecting on Jack C. Richards’ 60 Years in TESOL: A Systematic Review
Get PDFThe study examines Jack C. Richards’ six-decade contribution, philosophy, works, and research starting from 1967 and continuing to the present (January1, 2023). It was conducted in two phases. In phase one, we systematically reviewed Jack C. Richards’ articles, books, and book chapters, briefed on pedagogical implications and annotations for every single resource, derived from his journal articles, approximately 800 ELT terminology grouped into a set of 182 entries, and extracted 17 research types, statistics and instruments, 18 disciplines, and subdisciplines and 24 journals in which he has published. The topics in his research were vast in scope; more centrally focused issues were on second language teacher education, teacher training, professional development, reflective thinking, method issues, communicative methodology, syllabus design, curriculum development, textbook writing, needs analysis, tasks and activities, input, output, interaction, feedback, teaching language skills and subskills and English medium instruction. Our analysis provides an overall perception into the key language teaching terminology and concepts and major implications of Jack C. Richards’ works. In the second stage of the study, Jack C. Richards presents his personal reflection and discussion of this systematic review
Book Review: The Routledge handbook of second language acquisition and individual differences, edited by Shaofeng Li, Phil Hiver, Mostafa Papi, (2022), 517 pp., ISBN: 9781003270546 (ebook), Routledge.
Get PDFEducational psychology has increasingly focused on language learning to investigate individual differences (IDs) in second language acquisition (SLA) over the years, as shown in seminal works by Dörnyei (2005) and Skehan (1989). This increased attention to IDs has led to the exploration of new factors and perspectives within the field of SLA. Recent studies, such as those conducted by Pawlak (2021) and Pawlak and Kruk (2023) on the relationship between IDs and computer-assisted language learning, provide evidence of the growing field. As a result, the focus on IDs and educational psychology in SLA has intensified over the past two decades. It is widely accepted that IDs significantly affect human behaviour and cognition. Therefore, there has been a growing emphasis on understanding why some learners excel while others face challenges