Theories and Principles for Planning and Enabling Learning Essay Example for Free

Theories and Principles for Planning and Enabling Learning Essay Unit 4 Theories and principles for planning and enabling learning Introduction There are four main schools of thought around the concept of teaching and learning. This assignment aims to discuss what those schools are, how each of them are relevant to a teaching approach and how some of those theories relate to my own working practice. Identify and discuss the significance of relevant theories and principles of learning and communication The four schools which impact on learning are Behaviourist The premise behind this theory is that learning occurs because of an external stimulus. The teacher will impact on learning significantly and therefore learning will be a passive process. Skinner (1904 – 1990) used a ‘skinner box’ to show that animals would repeat an action when rewarded either through positive or negative reinforcement. In the learning environment examples of this theory are when a learner is successful they may gain a certificate, verbal praise, longer break (positive reinforcement) or achieving a high grade allowing them to miss out additional pieces of coursework. (negative reinforcement) E. L Thorndike (1874 – 1949) played a crucial role in determining key laws to learning from a behaviourist perspective. He argued that learning was a gradual process and certain conditions would encourage learning. These were: a) The law of effect – learners are more likely to continue with a behaviour /learning if there is some sort of reward. Most commonly in the learning environment, a teacher will give verbal praise for success and positive efforts. b) The law of recency – the most recent learning is most likely to be remembered and where a task has been completed and rewarded soon after will have most impact on a learner. A good example is in DTLLS, assignments and journals are read and feedback given very soon after it has been submitted. It helps learners to know that they have been successful and achieved. c) The law of exercise – The more a task is completed the quicker it is achieved. Within those 3 domains there are 6 levels of learning development. Starting from the bottom, with the easiest level, to the top, which is the most complex level of learning and achieving a form of ‘mastery in a subject’. When looking at Blooms 3 dimensional pyramid, I would argue that the behaviourist schools of thought would only promote lower level learning purely because there is no encouragement to think outside of the box and have free reign to test out hypotheses and ideas. Bloom taxonomy of learning has played a significant part in planning and enabling learning. The application of his theory helps teachers take an inclusive approach by being able to differentiate tasks to suit the learners’ abilities at that current time. It also means that whilst different levels of tasks are being set, all learners can grow at their own rate and feel fully valued in the process. We might be setting different learning goals with learners based on their current level of learning but with a view to helping them to grow towards the next level of learning in Blooms model. Therefore, Teachers should be focused on promoting a growth from surface learning or learning without understanding (Petty, G. Pg 11. 2004) to deep understanding where the learner is able to critically evaluate and dissect their own ideas and findings from their learning. Gestalt theory is another important piece of theory that sits under the cognitivism framework. In particular the work of Max Wertheimer (1922) shaped the theory in learning. Gestalt means â€Å"whole† or â€Å"shape or pattern† (www. learningandteaching. info/). In contrast to Thorndikes earlier concept that learning requires no insight, the Gestalt angle emphasises the importance of insight in learning. According to J. Atherton ‘it concentrates on the way in which the mind insists on finding patterns in things, and how this contributes to learning, especially the development of â€Å"insight†. ’ (www. learningandteaching. info/) According to gestalt theory, the brain will eventually see a pattern in what a learner is studying and make sense of it before the learner fully understands what it is they really understand the concept in a stage by stage process Once they have the ‘knack’, that learning becomes permanent. Within the learning environment, when many learners are trying to learn new skills, they can experience frustration and anxiety. It is the job of the teacher to keep motivating and encouraging them to continue until they get the knack. Such an example might be a learner driver learning to pull off without stalling. It’s useful to consider the Gestalt approach when planning lessons because if the teacher has a structured and repeated method of doing things, the learners will recognise the pattern and find it easier to complete exercises and learn from those exercises. Constructivism in learning Constructivism sits under the umbrella of cognitivism.

Childrens Needs And Violence Against Children

Childrens Needs And Violence Against Children à ¢Ã¢â€š ¬Ã… ¾I do not believe in a child worldà ¢Ã¢â€š ¬Ã‚ ¦ I believe that child should be taught from the very first that the whole world is his world, that adult and child should share one worldà ¢Ã¢â€š ¬Ã‚ ¦ Pearl S. Buck The aim of the following thesis is to present the image of a child in Charles Dickens novel Oliver Twist. On the strength of this novel, the author will attempt to discuss the importance of a childs psychological, physiological and emotional needs, and ways of their fulfilment in the process of a childs development. Children are innocent and defenceless human beings and to ensure their safe and proper growth, they need to be provided with an environment conducive to their healthy development. Adults often overlook the importance of their childs needs, they are simply unaware of their existence, and in consequence, children mature into troubled and unstable individuals. The lack of parental support, which often results in neglect, abuse and childs humiliation, may in fact seriously injure the childs psyche. Most Charles Dickens novels feature an image of a child Pip, Oliver Twist, David Copperfield; in his portrayals Dickens argues that children and adults perceive the world differently. In spite of their limited knowledge and experience children are acute and sensitive observers. In his novels, Dickens shows children, who struggle with the adversities of adult life, children who have no childhood and must survive against the hostile society of the Victorian England caught in the frenzy of the Industrial Revolution. The author relies often on his own experiences, his childhood was disturbed by the tragedies in his own family, which gives his novels a sense of authenticity. Charles Dickens was born on 7th February 1812 in Portsmouth in England as a son of John and Elizabeth Dickens. His fathers irresponsibility and lack of ambitions were the reasons why his family situation was often uncertain. He was always in debt and, as a consequence, in 1824, when Charles was only twelve years old, his father was imprisoned, together with his family. However, through his uncles instigation, young Charles found employment at a newly opened blacking factory and was spared from the prisons sentence. Michael Slater, Dickenss biographer, shows how this experience influenced small Dickens: à ¢Ã¢â€š ¬Ã‚ ¦Dickens leaves no doubt as to the degree of the psychological and emotional earthquake suffered by his twelve-year-old self: It is wonderful to me how I could have been so easily cast away at such an ageà ¢Ã¢â€š ¬Ã‚ ¦ No advice, no counsel, no encouragement, no consolation, no support, from any one [à ¢Ã¢â€š ¬Ã‚ ¦] I might easily have been, for any care that was taken of me, a little robber or a little vagabond.  [1]   Dickens is an expert at childrens feelings and emotions, and through his works, he urges adults to be sensitive towards their fragile personalities. His novels, and his child characters, witness the abuse of children in the Victorian Period. His works were to give voice to children who desperately needed help and who rarely were able to communicate their needs and even more seldom obtained the help they needed. The first chapter of the following thesis is divided into four parts. In the first part, the author will describe the importance of childrens psychological needs necessary to their proper growth. The emphasis will be placed upon the needs fulfilment methods and the consequences of not fulfilling them: a lack of a childs psychic stability, problems in adolescence, etc. In the second part of Chapter One, the author will discuss violence against children in the Victorian Period and its consequences. On this occasion, the ideas of a Polish psychologist, Aleksandra Sobkowska will be presented in the context of the recent findings of New Psychology. Still in Chapter One, I will introduce Abraham Maslows psychological theory of the hierarchy of human needs. At the end of the same chapter, the author of the thesis will present the figure of Charles Dickens as a victim of the Victorian epochs Industrial Revolution, a victim of social injustice and economic deprivation, a victim of childhood i nterrupted. The Second Chapter will focus on the characterization of and the role of children in the Victorian society in the period of the Industrial Revolution. On that occasion, Oliver Twist, Dickenss portrayal of children in the historical and socio-economic context, will be discussed in detail and placed in the context of the Maslowian theory of the hierarchy of needs. In this chapter, the author will also ponder on Dickens involvement in the struggle against a childs exploitation; it is not clear whether in his books, the author aimed at evoking sympathy for the children and their plight, and thus he wrote mainly for the adult readership; or attempted to elucidate children on the causes of their unjust and despicable conditions. Chapter One Childrens needs and violence against children. The aim of the following chapter is to present the importance of needs in childrens psychological growth. In the course of Chapter One, the author of the thesis will refer to the foundations of Abraham Maslows theory of the hierarchy of needs. The author will also discuss different types of violence against children as the most detrimental element in a childs psychological development. Finally, Charles Dickens life will be placed in the context of the Victorian period. Childrens psychological needs Psychological needs of a human being are of great importance first and foremost for children, however, adults very often forget about it. Satisfying a childs material needs such as clothing, feeding, etc, they are convinced that they adequately fulfil their parental responsibility. In the light of modern psychology such an attitude is viewed critically. Though easily convinced that material goods are all they need, children become increasingly dissatisfied. Disturbing signals in our daily life children committing serious crimes, children becoming addicted to alcohol and drugs, adolescents dropping out of school; are all but proof of the existence of an area in a childs psyche that remains overlooked and neglected. Children differ significantly from one another; therefore, each child has to be treated separately whether it is by its parents or educators. Adults usually realize far too late how important they are for their childrens development, generally when their children start misbehaving and cause problems.  [2]  In order to prevent such a situation, it is necessary to study the mechanism of the needs formation; then consciously new and positive needs a need to discover, to know, to feel good about oneself can be created. As far as the mechanism of creating new needs is concerned, they are formed first through satisfying the needs that already exist. It is very important to offer children the opportunity to develop new and valuable needs, and rewarding responses of the environment have a great influence on childrens psychic growth. One of the main needs that are worth mentioning here is the need of emotional contact between a mother and a child. At the beginning, this contact has a more physical character, but in time, the character of this contact changes. It has a more psychological sense and needs another form of fulfilment.  [3]  Parents are able to create proper conditions to form a childs personality; to achieve this aim, parents must continuously observe and recognize their childs needs and try to understand them. Many factors have an influence on a harmonious course of a childs development, including all psychophysical processes, and affect the childs future stance point of view, and the way she or he is perceived by the society.  [4]   Human needs are divided into: material, biological, organic and psychological ones. Generally, psychological needs are additionally divided into: A need of safety shaped in ontogenesis A cognitive need An activity need A need of independence and personal development An emotional and social interaction need A sense of belonging and acceptance need A possession need b. Violence against children as the negation of proper development A child who is harmed is the one who is suffering due to improper behaviour of other people, mainly parents and guardians, and who experiences injustice and a sense of powerlessness. This process, whether intentional or unintentional, and resulting from adults actions, may have a negative influence on a childs physical or psychological development.  [5]   Dickens stories abound in episodes involving both psychological and physical abuse among children. Children rob one another of dignity and belongings. They accumulate anger and frustration in themselves. They are weak and dominated by adults and find abusing their equals or weaker ones as the only possible way of venting their anger. Violence against children leads unavoidably to violence in children. This too is a result of a childhood interrupted, of a thwarted development. Violence against children is the most perverted form of violence; children are defenceless and innocent human beings at a formative stage, who are susceptible to a physical and to psychological injury. Though violence may reside in children themselves, for example, in unwanted, problematic, chronically ill or disabled children; in the majority of cases, children are victims of violence perpetrated by adults. Violence occurs in many different circumstances, and may have different forms, but generally three groups of reasons for its occurrence may be distinguished: violence in children directed against others (children as well as adults) is a result of the childrens frustration with their own health (disabled and chronically ill children), with their social and indirectly economic status (orphaned children, children of alcoholics, etc.) and, importantly, often is a consequence of war; violence in parents directed at children which often is a result of social pathologies dysfunctional families; violence being a result of a familys social isolation owed to their religion, ethnicity, social or economic status, etc. According to Aleksandra Sobkowska, a Polish psychologist, there is a conventional division of violence against children based on its type: physical, psychological and sexual abuse. Negligence of children is sometimes considered to be the mildest form of violence, however, it is most common, and it is extremely harmful and just like any other form of psychical abuse beatings, torture, etc. extends its effects into the sphere of a childs psyche. Therefore, the distinction between physical and psychological abuse, at least in terms of their lasting effects psychical and psychological scars overlap and blur. In Sobkowskas view, psychical abuse of children has cognitive, emotional and behavioural consequences a childs abuse syndrome may be manifested by: a lack of a sense of security a lack of a sense of belonging to the closest people a lack of or low self-esteem spiritual loneliness a feeling of being harmed a feeling and consciousness of guilt and shame difficulty in forming relationships. In Charles Dickens novel Oliver Twist, there are many examples of child abuse and violence ranging from the very basic lack of alimentation: Unfortunately for the experimental philosophy of the female to whose protecting care Oliver Twist was delivered over, a similar result usually attended the operation of her system; for at the very moment when a child had contrived to exist upon the smallest possible portion of the weakest possible food, it did perversely happen in eight and half cases out of ten, either that it sickened from want and cold, or fell into another world, and there gathered to the fathers which it had never known in this.  [6]   through terrible living conditions; An unfinished coffin on black tressels, which stood in the middle of the shop, looked so gloomy and death-like that a cold tremble came over him, every time his eyes wandered in the direction of the dismal object: from which he almost expected to see some frightful form slowly rear its head, to drive him mad with terror. The recess beneath the counter in which his flock mattress was thrust, looked like a grave.  [7]   resulting in a sense of fear and spiritual loneliness: He was alone in a strange place; and we all know how chilled and desolate the best of us will sometimes feel in such a situation. The boy had no friends to care for, or to care for him. The regret of no recent separation was fresh in his mind; the absence of no loved and well-remembered face sank heavily into his heart.  [8]   Psychological violence is a conscious destruction or significant limitation on a childs possibility of proper development. Ranging from insults, as can be seen in the following episode from Oliver Twist: Get downstairs, little bag o bones. With this the undertakers wife opened a side door, and pushed Oliver down a steep flight of stairs into a stone cell, damp and dark, forming the ante-room to the coal-cellar, and denominated the kitchen.  [9]   It is hard to draw any conclusive ideas as to what future awaited Oliver, and whether his childhood filled with pain brought to bear on his life as an adult. There is a note to the preface of Charles Dickens Oliver Twist which say: It tells the story of an unfortunate orphan boy from his early years in the harsh environment of the workhouse, to his struggle for survival in the dangerous world outside its gates.  [10]   A parallel between the story of Oliver Twist, à ¢Ã¢â€š ¬Ã‚ ¦ a boy who dares to ask for more  [11]  and the life of Charles Dickens is evident. As a young boy, Dickens was forced to work in one of Britains infamous sweatshops, or as they were often referred to, children factories. His fathers debts put the whole family in prison; only young Charles was spared his freedom, however, in exchange for hard labour in a blacking workshop. In a way similar to most children from poor neighbourhoods of London, Dickens suffered pains of poverty hunger and all things most children his age would take for granted. Hunger haunted little Charles, something that is echoed in the story of Oliver Twist, but what pained him more was his hopelessness against the odds set by the cruel society of the 19th century Britain. Britain was undergoing a period of transformation; the Industrial Revolution was at its peak; many people fled the impoverished countryside and settled in big cities. There, they we re exploited by the capitalist industrialists. Slavery was by then outlawed in Britains overseas colonies, importing cheap labour was out of the question, yet the growing economy needed hands, many hands, inexpensive hands. In such circumstances, children became a commodity cheap and easy to manage. Factories soon filled with little children whose parents, all the while working themselves to near death, still failed to make ends meet. This is an era of Britains great economic expansion; this is an era that witnessed the birth of communism. Britain was getting rich, or at least the rich were getting richer; for the rest the society was falling apart. Many children faced a very bleak future; orphaned (mostly through abandonment); deprived of any possibility for social advancement, just like Oliver Twist, veered onto the dangerous path of crime. Dickens resisted the temptations of becoming a criminal; perhaps, in that sense, he was lucky; his contacts with Londons underworld remained luckily within the confines of his fantasy. I might easily have been, for any care that was taken of me, a little robber or a little vagabond  [12]  Dickens, a literary giant of the Victorian England, was first and foremost, its victim. As a child, he suffered all the deprivations shared by most of his books characters Nicholas Nickleby, Oliver Twist, Pip and David Copperfield; whose lives stories became a great testimony of Britains shameful past a past tainted by abuse against the innocent and the weakest children. c. Maslows hierarchy of needs This part of the thesis is based on the psychological theory authored by Abraham Maslow. Among other things, he wrote about human nature being good or at least neutral. It cannot be assumed that a child is born with a bad nature.  [13]  Because of its pessimistic, negative and restricted conception of human nature, Maslow became very critical of psychology. Unlike other scientists, he conducted his tests on healthy people, people without, for example, brain injuries; and he reached a number of new and innovative conclusions concerning personality. He claimed that psychology is much more occupied with peoples weaknesses rather than strengths; that the main focus of psychological studies is sin, and virtue tends to be omitted.  [14]   Maslows hierarchy of needs is represented by the following diagram: Maslow recognises, and illustrates his notion by means of a pyramid, that human needs can be divided into five levels, four of which represent deficiency needs (referred to also as basic needs) and are associated with human physiology. Only when those needs are satisfied, a human develops a need of self-actualization (referred to also as growth needs). d. Society in the Victorian Age Dickens hero, Oliver Twist, lived in a difficult time characterised by changes and the resulting serious crisis in the politics, economy and religious life. Victorians expected progress, rapid changes that were to improve their daily lives; apart from the elite, life in the nineteenth century was very hard for most of simple citizens, especially for children. Many peasants, driven away from the countryside by the prospects of better lives in the cities, fell victim of industrial exploitation and the capitalist system of economy. Cities grew in population too rapidly, forcing many to live in squalid neighbourhoods filled with filth and crime. Urbanization meant more places of work, but the cost of living in big cities often exceeded an average familys means. Families were large or too large; people lived in overcrowded houses in hand-to-mouth conditions. Industrial production was carried on at great risks and causing suffering of men, women and children. Britains status as the worksho p of the world was achieved at a great human cost  [15]  . People including small children worked fifteen or sixteen hours a day in, most of the time, unbearable conditions. The majority of people the so-called working class, which ironically included the unemployed, lived in the scruffiest of households. The industrialists treated the less fortunate, especially children, simply, and only, like objects, manpower. Children were exploited more than adults, because they never dared to ask for more. What is more, parents willingly agreed to this exploitation, even of very small children (often younger than six years of age), because they, too, could earn a few pennies. This extra income for starving families was at times a matter of life and death. Children employed in industry, suffered and often fell ill, at times irreversibly. Their childhood was taken away from them, but what is more, the precarious working and employment conditions, often forced them into the streets where they begged or stole to survive. Most children were denied the stability of having a home, being abandoned by their parents. Sometimes they were subjected to violence or solitude, being under-nourished or even starving, covered with rags, sleeping in empty cellars. Deprived of love and support from adults, they were neglected and lonely among others. The working class children had no rights and their hardship earned them no respect. People in Victorian England believed they were doing what was best for their children. But they were gripped by an idea which was widespread at that time that children were empty vessels, containing nothing worthwhile until filled with what adults judged best.  [16]   Dickens in his novels depicted the Victorian societys major problems. The writer portrayed the society in all its variety, touching all their problems but the theme to which he always returned, was the family, childhood, injustice, inequality, crime, corruption, scandals, poverty, as well as the suffering of children. Whatever he wrote was written with passion, because he experienced seeing life, from the point of view of the poor people and abused children. In his time, few people understood children as well as Dickens did, and he was the first writer who described childrens thoughts and feelings capturing the way they spoke, behaved, and suffered. Chapter two Childrens needs and violence against children based on Dickens novel Oliver Twist. The aim of the following chapter is to present the connection between a childs needs and life in the Victorian Age on the basis of Dickens novel Oliver Twist. Oliver Twist is the first novel in which Dickens speaks out against social injustice and an inadequate economic system that condoned the plight of the poorest, yet the largest, segment of British society. His, is not a portrait of a happy and harmonious family, but a debt-ridden, broken family where children, unless employed in Britains worst workshops, are viewed as a burden. The author tries to show terrible conditions in workhouses where poor people were forced to live and work if they could not pay their debts. In his novel Oliver Twist, Dickens also draws a critical picture of charitable foundations and their involvement in childrens orphanages. Additionally, Dickens sheds light on Londons dangerous criminal underworld. The main character of the novel, Oliver, is a neglected, illegitimate child. He does not know his father and his mother died at his birth. He is brought up as an orphan in cruel conditions in an orphanage typical of the Victorian Age. This small and lonely child is drawn into the world of brutality and violence. The fact that he does not have parents increased his loneliness and difficulties in life because he is deprived of their support which is very important, especially at the beginning of everyones life. Having a normal life is important for a child, but for Oliver that proved an unattainable dream. Oliver spends the first nine years of his life in a badly run home for young orphans and later he is transferred to a workhouse for adults. There, not only does he lack means to secure himself a decent upbringing, but is constantly short of the essentials such as sufficient amount of food, a room to sleep or clean clothes. When he is nine, he is still a child and he does not understa nd the world around him, especially his own status. Once, he asks an adult what it means to be an orphan: Boy, said the gentleman in the high chair, listen to me. You know you are an orphan, I suppose? Whats that, sir? inquired poor Oliver. The boy is a fool I thought he was, said the gentleman in a white waistcoat.  [17]   Oliver is afraid of adults; he does not understand why strangers decide about his future and his life, and in their presence he often trembles and cries. One of the most important and memorable images in the novel is the moment when Oliver feels extreme hunger and asks for something more to eat: Please, sir. I want some more.  [18]  This famous scene is symbolic in that sense that it expresses Olivers revolt against his situation. He does not understand that such behaviour is unacceptable in the workhouse and he is beaten as a result and then put up for sale, like an object, not a human being. Oliver acts against the rules because the situation in the workhouse is abnormal; his basic needs are not satisfied. The living conditions in the workhouses of the 19th century Britain were very severe and often these harbingers of modern day sweatshops resembled more prisons than houses. The treatment of children was terribly bad, some of them even starved to death. The sufferings of children in the Victorian Age indicate that their basic needs were not satisfied. The fundamental, basic needs which are essential for our survival, such as proper nourishment, a place to sleep, warmth were not met then. According to Maslow, food occupies the lowest level of the pyramid in the hierarchy of needs, and belongs to the very primitive group of needs, which are essential for survival; refusing proper nourishment to hungry people, especially children is the negation of humanity. What is more, Oliver Twist is denied safety and stability; he is an unloved and lonely child thrown into unsympathetic adult world, where he lacks parental love, affection and protection. In Maslowian theory, Oliver is denied access to the second developmental level and his need to feel safe remains unfulfilled. At the beginning, Oliver is not aware of his situation; gradually, however, he comes to realize his standing: I am a very little boy, sir; and it is so- so à ¢Ã¢â€š ¬Ã‚ ¦ So what? inquired Mr Bumble in amazement. So lonely, sir! So very lonely! Cried the child [à ¢Ã¢â€š ¬Ã‚ ¦].  [19]   This small boy feels he should have some rights as a human being and he seeks love. It is only natural for a boy like Oliver to look for love and a sense of belonging, a feeling that gives people a sense of stability. Again, the fundamental need, the third level of the Maslowian pyramid representing the hierarchy of needs necessary for a childs proper physiological and psychological development remains unfulfilled. Although he leaves the workhouse, his circumstances never improve; he moves in with Mr. Sowerberry, an undertaker. Subjected to moral and physical oppression, Oliver continues to feel lonely, cold and abandoned; in his new home he has no place to sleep: Then come with me, said Mrs Sowerberry, taking up a dim dirty lamp, and leading the way upstairs; your beds under the counter. You dont mind sleeping among the coffins, I suppose? But it doesnt much matter whether you do or dont, for you cant sleep anywhere else.  [20]   Another boy, named Noah Claypole, who too is a worker at Sowerberrys workshop, constantly abuses Oliver, but the main character endures his fate without a word of complaint. One day however, acting on an impulse, Oliver fights off Noahs attacks. He fights in defence of his mothers name but despite his innocence, Oliver is severely punished. This situation illustrates the Maslows notion of violence being a result of a thwarted development in an environment where a childs basic needs remain unfulfilled; violence and other forms of anti-social behaviour are a consequence. In other words, a child who is deprived of an opportunity to fulfil his needs uses aggression, turns to aggression; he/she does not act like a normal child. This moment in the novel marks another important transition; Oliver demands to be respected he reacts with violence against the insults used with regard to his mother an action that points to the fourth level of the Maslowian pyramid, the need of esteem. Oliver decides to escape because he refuses to endure his treatment. He chooses London hoping to change his life for better. In spite of being exhausted and hungry; he does not give up and is still full of hope and determined. He meets Dodger, who offers him a helping hand. Unaware, Oliver joins a gang of juvenile pick-pockets, run by a Jewish emigrant named Fagin. Dodger and other young boys, and now Oliver, roam the streets of London stealing, when they can, hanging out, laughing. Fagins gang creates an authentic society and provides these unwanted boys with security and a sense of belonging. Oliver has never known this kind of life; he is drawn to it to gain respect amongst peers, but also to feel accepted, relied on, and needed. At the beginning, Oliver does not realise that he has joined a criminal group. He does not understand the whole situation but tries to be a quick learner and to acquire new skills, i.e. pick pocketing. However, because he has little experience, or simply because he still is a naÃÆ' ¯ve little boy, he gets caught and arrested. Fortunately for Oliver, Mr. Brownlow, one of the gangs victims, recognizes the boys innocence, exonerates the boy during the investigation and takes him into his custody. Oliver leads now a better life, at last, but he is not sure if his benefactor will not one day send him back into the streets of London. He asks Mr. Brownlow: Oh, dont tell me you are going to send me away, sir, pray! [à ¢Ã¢â€š ¬Ã‚ ¦] Dont turn me out of doors to wander in the streets again. Let me stay here and be a servant. Dont send me back to the wretched place I came from. Have a mercy upon a poor boy, sir!  [21]   Mr. Brownlow, however, reassures the boy of his true devotion to his upbringing: My dear child, said the old gentleman, moved by the warmth of Olivers sudden appeal, you need not be afraid of my deserting you, à ¢Ã¢â€š ¬Ã‚ ¦Ã‚  [22

Thalassemia Effects on Pregnancy

Thalassemia Effects on Pregnancy Thalassemia is the most common hereditary disease in Iran and more than 2 million carriers of the thalassemia mutant gene are living in this country. Material methods: In this retrospective, case-control study, all pregnancies occurred between 2006 and 2008 were included. Patients were divided in two groups regarding the presence of ÃŽÂ ²-thalassemia. Patients in case and control groups were matched according to maternal age, gestational age and number of previous pregnancies. Cesarean delivery, hypertensive disorders, gestational diabetes mellitus, premature rupture of membranes and preterm labor were recorded in each group and were compared using the à Ã¢â‚¬ ¡2 or Fisher exact tests. Results: Overall 510 ÃŽÂ ²-thalassemia subjects and 512 healthy controls were studied. cases with ÃŽÂ ²-thalassemia had significantly higher prevalence of oligohydramnios (P Conclusion: ÃŽÂ ²-thalassemia does not influence the pregnancy outcome in the negative way significantly. Keywords: Minor ÃŽÂ ²-thalassemia, Pregnancy outcome, Gestational diabetes mellitus Oligohydramnios Introduction The prevalence and severity of the thalassemia syndromes are population dependent.(1) Thalassemia minor results in a variable degree of the disease but, depending on the rate of ÃŽÂ ²-chain production, usually presents as asymptomatic anemia of mild degree(2) ÃŽÂ ²-thalassemia is the most common hereditary disease in Iran and more than 2 million carriers of the ÃŽÂ ²-thalassemia mutant gene are living in this country. About 110 mutant genes have been recognized all over the world of which 21 have been identified in the Iranian population. The mutant genes and their frequencies vary greatly in different parts of Iran Prevalence of ÃŽÂ ² thalassemia minor among Iranian is about 7%. (3) ÃŽÂ ²-thalassemia minor represents the heterozygous state. In general, a heterozygote for thalassemia is diagnosed owing to the patient presenting with a mild anemia (hemoglobin A level 1 or 2 g below normal range), low mean cell volume, low mean corpuscular hemoglobin, elevated hemoglobin A2, and normal or elevated hemoglobin F. During pregnancy, women with thalassemia minor will often show more significant anemia, which is often most prominent during the latter half of the second trimester and early third(4,5,6,7). Thalassemia syndromes constitute a group of inherited hemoglobinopathies that require close maternal and fetal surveillance during pregnancy, including appropriate consultation with maternal fetal medicine and hematology specialists. Even for the women who are asymptomatic before pregnancy the added stresses of pregnancy on the hematopoietic system can cause deterioration of maternal status. Health care providers must appreciate that the more severe the thalassemia syndrome the more significant the consequences for both woman and fetus.(4) The impaired globin synthesis impairs oxygen transport and delivery to tissues, placental bed, and fetus because of limited hemoglobin-oxygen binding. Furthermore, in more severe disease states, the accumulation of iron stores in vital maternal organ systems can lead to chronic organ dysfunction, such as cardiomyopathy and diabetes. These women must be monitored closely for worsening anemia and the development of pregnancy-associated complications (8). Because of high prevalence of ÃŽÂ ²-thalassemia in Iran and its possible effects on pregnancy outcome and limited study about this problem. we performed this retrospective case-control study to investigate pregnancy outcome of patients with minor ÃŽÂ ²-thalassemia referring to Hafez Hospital of Shiraz University of Medical Sciences between 2006 and 2009. These results can alert health care providers to take more care about ÃŽÂ ² thalassemia and pregnancy. Methods and material: This study was a case-control one which included all the pregnancies (7290) referring to Hafez Hospital of Shiraz University of Medical Sciences between 2006 and 2008. The patients were divided into two groups regarding the presence of ÃŽÂ ²-thalassemia. Patients in case and control groups were matched according to maternal age, gestational age and number of previous pregnancies. The study was approved by Shiraz University of Medical Sciences ethical committee and all the patients gave their written consents. The data was collected by a means of a questionnaire. Overall 510 ÃŽÂ ²-thalassemia subjects and 512 healthy controls were enrolled in the study. Only women with singleton pregnancy were included. Patient with recurrent abortions (2 or more consecutive pregnancies resulting in spontaneous abortion), history of neural tube defect in previous pregnancies, history of infertility, history of any medical problem, undelivered in this center or mean follow-up visits less than thr ee times were excluded. Follow-up intervals in case and control groups were similar. Gestational age was calculated from the first day of last menstrual period or according to the sonography which was performed in the first months of pregnancy. Anemia was determined on the basis of hemoglobin less than 10 mg/dl. Anemia evaluation was performed in all the cases. Complete blood count (CBC), Iron studies (iron, total iron binding capacity) were performed for excluding iron deficiency anemia and the anemia of chronic disorders. Thalassemia was diagnosed according to CBC and standard hemoglobin electrophoresis criteria in the first trimester: an elevation of Hb A2 (equal or more than 3.5%) demonstrated by electrophoresis and column chromatography confirms the diagnosis of ÃŽÂ ²-thalassemia trait. Blood transfusions were given only when hemoglobin (Hb) dropped significantly (less than 7mg/dl)either due to pregnancy or any other causes. Hemoglobin increased at least to 10 mg/dl with transfusion.(According ACOG criteria(9) Folate supplement in each group (case control) w as given 1mg orally daily. In the study period each patient was evaluated for maternal age, parity, gestational age, maternal anemia during pregnancy (hemoglobin less than 10 g/dL) and birth weight. Poor pregnancy outcomes or complications included hypertensive disorders, gestational diabetes mellitus, premature rupture of membranes (rupture of membrane under 37 weeks gestational age ) and preterm labor.(labor pain under 37 weaks of gestational age) Hydramnios (amniotic fluid index more than 24 cm), oligohydramnios (amniotic fluid index 5 cm or less) and intrauterine growth restriction (IUGR) (when intrauterine growth under 10% by serial sonography especially in third trimester of pregnancy)were also evaluated using sonography in the third trimester. Labor and perinatal outcome included placental abruption, meconium-stained amniotic fluid, cesarean delivery, Apgar score at 1 and 5 minutes less than 7, perinatal mortality, postpartum hemorrhage, and maternal packed-cell transfusions, neonatal ICU admission. Statistical analysis was performed with the SPSS package. Statistical significance was calculated by using the à Ã¢â‚¬ ¡2 or Fisher exact test. A multivariate logistic regression model, with backward elimination, was constructed to find independent risk factors associated with maternal ÃŽÂ ²-thalassemia minor. Odds ratios (ORs) and their 95% confidence intervals (CIs) were computed. A value of P less than 0.05 was considered statistically significant. Results We recorded 510 alive-births and 7 (1.4 %) stillbirths in case and 512 alive births and 5 (1%) stillbirths in control group. The Hb A2 level in our cases usually was approximately 4-6%. Baseline characteristics of subjects in two study groups are shown in Table 1. There was no statistically significant difference between these groups regarding these baseline characteristics. There was no significant difference between these groups regarding pregnancy hypertension and gestational DM (Table 2). Polyhydramnios (AFI>24cm) was observed in 1.4% of cases and 1.9% of control group while oligohydramnios was observed in 10.8% of case and 5.4% of control group (P=0.001, Table 2). Regarding the perinatal complications, 3.1% of case group and 1.5% of control group developed IUGR (P=0.073). Cesarean delivery was significantly more common in case group than control group (38.3% vs 26.5%; P=0.001, Table 3). There was no significant difference between two groups regarding the Apgar score in 1st (P = 0.65) and 5th minute (P = 0.25), ICU admissions (P = 0.17) and placental abruption (P = 0.42). Using a multiple logistic regression model of risk factors for minor ÃŽÂ ²-thalassemia, oligohydramnios, placental abruption and meconium-stained amniotic fluid were significantly associated with cesarean delivery (Table 4). Conclusion Thalassemia syndrome is very common in Iranian population. This case-control study was performed on patients with minor ÃŽÂ ²-thalassemia to determine the maternal and fetal outcomes and describe most risk factors associated with ÃŽÂ ²-thalassemia minor during pregnancy. This study consisting 517 minor ÃŽÂ ²-thalassemia subjects is one of the biggest studies of its kind in Iran. Perinatal mortality (P=0.38) and Apgar score at 1min (P=0.65) and 5 min (P=0.25) after delivery were similar in patients with and without minor ÃŽÂ ²-thalassemia minor. This is consistent with previous studies (9-13). Thalassemia has been associated with an increased incidence of obstetrical complications (14). Adverse pregnancies outcomes detected in these case series, especially low birth weight (Wt Chronic maternal anemia during gestation might lead to fetal hypoxia, predisposing the fetus to IUGR (1,14). Thus, it was suggested that hemoglobin concentration should be maintained above 10 g/dL during these pregnancies (15). No significant association was found between hemoglobin levels and IUGR among thalassemic women in Eyal Sheiner and colleagues study and suggested that a different mechanism is responsible for IUGR in thalassemia minor patients (16). At least one study showed acute splenic infarct in ÃŽÂ ² thalassemia minor .(18).this mechanism may cause placental infarction but this theory needs further study to be approve. In another study all adhesion molecules and CRP (C-reactive protein) increased in patients with thalassemia intermediate (19) .so this molecules and inflammation may cause placental insufficiency in ÃŽÂ ² thalassemia minor but more study is neede Sheiner and associates (2004) reported that oligohydramnios were increased twofold in 261 affected women. In our study oligohydramnios was found in 10.8% of case and 5.4% of control group (P We found no statistically significant difference in the pregnancy outcome, preterm delivery, birth weight, growth restriction, pregnancy induced hypertension and gestational diabetes between thalassemic and non thalassemic patients. All studies investigating pregnancy outcome of patients with ÃŽÂ ²-thalassemia found higher rates of cesarean delivery (11,14,15,17). Likewise, in our study we found significantly higher rates of cesarean delivery. By using a multiple logistic regression model of risk factors for minor thalassemia, the following conditions were significantly associated with cesarean delivery: oligohydramnios, abruption and meconium-stained amniotic fluid. However, IUGR was not statistically independent risk factor for cesarean delivery, unlike previous study that cesarean birth due to fetal distress related to fetal growth restriction (13). In conclusion, Hemoglobinopathies can be associated with a variety of effects on the mother, fetus or newborn. The effects range from absence of clinical disease to severe morbidity and death. Through the obstetrician-gynecologists high index of suspicion based on clinical history and a close working relationship with a consultant hematologist, pregnancy outcome in patients with these disorders can be improved. Since most hemoglobinopathies are inherited as autosomal recessive conditions, screening, counseling, and prenatal diagnosis are important components of prenatal care for these women. Thalassemia syndrome, including minor ÃŽÂ ²-thalassemia during pregnancy can present unique management challenges and requires close maternal and fetal surveillance. The course of pregnancy of patients with ÃŽÂ ²-thalassemia minor, including perinatal outcomes, is favorable. In spite of an attempt to keep hemoglobin levels above 7.0  g/dl, the incidence of fetal growth restriction and preterm birth has been relatively high, though maternal complications are rather not different from general. Care for such pregnancies should be multidisciplinary, incorporating a maternal-fetal medicine specialist, a genetic counselor, and a hematologist. However, since fetal growth restriction complicates more pregnancies with thalassemia syndrome, the need for close antenatal follow-up and frequent sonograp hic assessment of fetal growth can be overemphasized. Further prospective studies among high-risk populations for ÃŽÂ ²-thalassemia with larger sampling should investigate the efficacy of such surveillance programs. The American College of Obstetricians and Gynecologists recommends screening for ÃŽÂ ²-thalassemia in couples of Mediterranean ancestry. We might miss some pregnant ladies with minor thalassemia and normal hemoglobin who were included in control group.

Permanent vs Term :: essays research papers

Term Vs. Permanent   Ã‚  Ã‚  Ã‚  Ã‚  There are many different types of life insurance, but two of the most popular categories are term and permanent insurance. Both, term and permanent, have their advantages and disadvantages.   Ã‚  Ã‚  Ã‚  Ã‚  Term insurance is commonly referred to the simplest form of life insurance. Term insurance is cheaper and at times easier to acquire due to less extensive medical examinations. It is good for when large amounts of insurance coverage is needed in a shorter term. This can be widely used to cover business liabilities because some loan terms require a person to have enough insurance to cover the loan balance in case of death. Ten and twenty year terms are the most popular, but recently a thirty year term has become available. The monthly costs are less expensive, therefore available to those who have a need for insurance but a lack of resources.   Ã‚  Ã‚  Ã‚  Ã‚  Although term insurance has its benefits, it also has its downfalls. Once the term limits are over, the insurance, benefits, and all paid premiums are gone. There is no savings element to term because the money one puts into the 'bucket' is simply enough to cover the insurance itself. There is no built in savings or interest benefits. One problem many people do not take into consideration with term insurance, is that once the insurance expires, replacement coverage of the same price is non-existent. This is because one's age has increased along with insurability. Many people view term insurance as a short-term solution to a long-term need.   Ã‚  Ã‚  Ã‚  Ã‚  On the other hand, there is permanent insurance. Permanent insurance provides lifetime protection. One gets what they pay for. Permanent insurance premiums are considerably more expensive. The extra expense is offset somewhat by the savings function the insurance provides. Permanent insurance carries a cash value throughout its life that can be used if needed. Once one gets this insurance, it cannot be taken away, even if a life threatening illness sets in. Permanent insurance cannot be a loss, it will pay one way or another, be it by payment upon death or when the policy matures. This is the best way to know that the insurance one purchases will always be there, assuming one keeps paying the premiums, and there will be no surprises due to increased premiums because they will remain the same throughout one's life.

The Current State of Virtual Art and Exhibition :: Art Artistic Papers

The Current State of Virtual Art and Exhibition Virtual art is the product of long-standing traditions in art merged with revolutionary technological advances. With innovations emerging almost as fast as end-users can test and master new systems, technology has dramatically altered our daily lives and changed our thought processes. Like many technological advances, virtual and cyber realities have been embraced, and often created by, artists that experiment with the myriad of possibilities that technology can offer. While there have been many works of art inspired and created by means of digital advances, the medium has yet to be defined and its boundaries have not yet been identified. Since technology and virtual art are just beginning to be explored, the medium is in its infancy and thus cannot be judged based upon traditional mores of art. Before virtual art can achieve prominence and respect within the art world, many barriers of tradition must first be abolished. Virtual and digital technologies are rampant in American culture and thoroughly utilized in entertainment mediums like television, movies, magazines, and video games. Our capitalist economy creates a fertile environment for these mediums to prosper by feeding off the public's hunger for entertainment. Because these industries are in such high demand and accrue billion dollar revenues, new technologies are often conceived in and funded by these trades: "For, in essence, all socially relevant new image media, from classical antiquity to the revolution of digital images, have advanced to serve the interests of maintaining power and control or maximizing profits" (Grau 339). That being the case, new technologies "hardly ever†¦advanced solely for artistic purposes" (Grau 339). Because "power" and "profits" are the central means of motivation in our culture; art, in the classical sense, is often an afterthought. In an age where entertainment and art intertwine, however, distinctions b etween the two based upon their creation are impossible. With advances in technology and, in turn, art, our ideas and traditions of comparison should also develop to justly analyze new media: "Although art history and the history of the media have always stood in an interdependent relationship and art has commented on, taken up, or even promoted each new media development, the view of art history as media history†¦is still underdeveloped" (Grau 4). In order to embrace virtual art as a valid outlet of artistic expression, its relationship to media and unique position in the history of art must first be acknowledged.

Acunpuncture: an Overview Essay

What is Acupuncture? How does sticking a bunch of needles into your body make you feel better? Is this stuff for real? These are all questions I’ve asked myself, and have heard from others over the years. Acupuncture is a system of complementary medicine that involves pricking the skin with needles. It’s used to alleviate pain and to treat various physical, mental, and emotional conditions; is one of the key components of Traditional Chinese Medicine; and is among the oldest healing practices in the world. In a 2007 Consensus Development Conference, The National Institute of Health determined that â€Å"According to the traditional Chinese medicine approach, stimulating specific acupuncture points corrects imbalances in the flow of qi through channels known as meridians. † Acupuncture can be dated back thousands of years, and as with any topic that old, there is a plethora of information available, and it sometimes can be hard to decipher. After researching the topic, and because of the context of the assignment, I narrowed my focus down to three specific areas: theory, which covers qi, meridians, and acupuncture points; history, which can be broken down into antiquity, middle history, and the modern era; and lastly the length, diameter, and material of needles. The basis of acupuncture deals with manipulating the flows of qi throughout the body. According to Daoist principles, qi is the active principle forming part of any living thing, and it is the central underlying principle in both Traditional Chinese Medicine and martial arts. The literal translation of â€Å"qi† is breath, air, or gas; however, it is frequently translated as â€Å"life energy†, â€Å"life force†, or â€Å"energy flow. † In A Clinical Introduction to Medical Acupuncture, the authors, Aung & Chen, state, â€Å"Traditional Chinese medicine distinguishes not only one but several different kinds of qi. In a general sense, qi is something that is defined by five â€Å"cardinal functions. † These cardinal functions are what keep the body alive. The first function qi provides is keeping the body, especially the limbs, warm during cold temperatures. The energy from it heats the blood, the extremities, and allows us to live and our biological processes to take place. Qi also enables the actuation of the biological processes such as breathing, sweating, it controls the nervous system, and most importantly the circulation of all the body fluids such as blood in its vessels. Qi also provides containment of those fluids in their proper spot; it keeps blood, sweat, urine, and semen from leaking or excessive emission. We know now that food broken down by the digestion process, and that various enzymes convert it into blood, nutrients, and that there’s a process for making the air we breathe into oxygen for our lungs. The ancient Chinese believed that qi did the transformation of food, drink, and breath into qi, blood, fluids, and the transformation of all of the latter into each other. The last function provided by qi, is defense against the Six Essences. The Six Essences are allegorical terms sometimes used to describe disharmony patterns in the body and their names are derived from environmental elements that were thought to pattern, or mimic, the symptoms. The first of the Six Essences is Wind, which is characterized by rapid onset of symptoms, wandering location of symptoms, itching, nasal congestion, â€Å"floating† pulse; tremor, paralysis, or convulsion. The second of the Essences is Cold, which manifests itself in cold sensations, aversion to cold, relief of symptoms by warmth, watery/clear excreta, severe pain, abdominal pain, contracture and hypertonicity of muscles, (slimy) white tongue fur, and hidden, string-like, or slow pulse. Fire (or heat) is the third of the Essences. Its symptoms are recognizable by aversion to heat, high fever, thirst, concentrated urine, red face or tongue, yellow tongue fur, and a rapid pulse. The last three Essences are Dampness, Dryness, and Summerheat; the symptoms of which are, respectively, sensation of heaviness, fullness, and symptoms of Spleen dysfunction; dry cough, mouth, throat, lips, skin, stool, and nosebleeds; and either heat or mixed damp-heat symptoms. In order fulfill its functions, qi has to steadily flow from the inside of the body to the â€Å"superficial† body tissues of the skin, muscles, tendons, bones, and joints. It is assisted in its flow by â€Å"channels† referred to as meridians. Traditional Chinese Medicines identifies twelve â€Å"regular† and eight â€Å"extraordinary† meridians. (Aung & Cheng, 19-20) At various points along the meridians, are acupuncture points. The number of points has varied considerably over time. Initially they were considered to number 365 acupuncture points, symbolically aligning with the number of days in the year; however, the modern total, while once considered 670, has been subsequently expanded due to more recent interest in auricular (ear) cupuncture and the treatment of further conditions. These acupuncture points are mainly, but not always, found at specified locations along these meridians and acupuncturists use the points to manipulate the qi and restore harmony and balance to the body. Though most of these points are found along the meridians, there is a second group of points, called extraordinary points, which are found outside the meridians and are credited with special therapeutic properties. Examples of these are the pressure points in the webbing between the thumb and forefinger, just inside the arch of the foot, the temples, and the anterior base of the neck. Lastly, a third category of acupuncture points called â€Å"A-shi† points have no fixed location but represent tender or reflexive points appearing in the course of pain syndromes. The history of acupuncture can be broken down into three distinct eras: that of antiquity, which goes back to its origins; its middle history dating, from the early 11th century through the 1800’s; and the modern era, which picks up in the early 20th century. The precise start date of acupuncture’s use in China and how it evolved from early times are uncertain; however, there are a myriad of theories and explanations as to how it came about. One explanation is that soldiers wounded in battle by arrows were believed to have been cured of chronic afflictions that were otherwise untreated. Another is the sharpened bian shi stones found in China, which evidence suggests the practice may date back to the Neolithic or Stone Age (Acupuncture in Medicine 10: 92–9). There have also been hieroglyphs found dating from the Shang Dynasty, which ran from 1600 through 1100 BCE. It is believed that Korea was the second country acupuncture spread to outside of China, and in 1023, the emperor of China ordered the production of a bronze statuette depicting the meridians and acupuncture points then in use. The practice of acupuncture lost a lot status after Song Dynasty. In the 16th century, Portuguese missionaries were among the first to bring reports of acupuncture to the West, and a Dutch surgeon traveling in Asia described the practice in both Japan and Java; however, in China itself the practice was increasingly associated with the lower-classes and illiterate practitioners (Barnes, 58–9. The middle era of acupuncture came to an end in 1823, when an edict from the Emperor banned the practice and teaching of acupuncture within the Imperial Academy of Medicine, as unfit for practice by gentlemen-scholars. The modern era of acupuncture came in to being around the time of the Chinese civil war, 1927-1949. Early Chinese Communist Party leaders ridiculed T raditional Chinese Medicine, claiming that it worked against the party’s dedication to science as the way of progress. Chairman Mao reversed that position, and rewrote its theory in order to make it fit into the Chinese political doctrine. Acupuncture gained attention in the United States when President Richard Nixon visited China in 1972, and his delegation was shown a patient undergoing major surgery while awake; however, it was later found out patients were chosen because they had naturally high pain tolerance, were indoctrinated into the method, and were on morphine IV’s which were claimed to have been essential nutrients and fluids. The greatest exposure in the West came after a New York Times reporter received acupuncture in Beijing for post-operative pain in 1971 and wrote about it in his newspaper column. From there, the first legal acupuncture center was opened in Washington D. C. in 1972, and in 1973, the IRS declared acupuncture was allowed to be deducted from taxes as a medical expense. The last aspect of acupuncture, and arguably the most essential, is the needle. While there are certain methods that do not involve needles, most of them do. The needles have evolved over the years, originally starting out as bone, or stone; now, however, most of the acupuncture needles are made of stainless steel, with some cultures using copper. Needles vary in length ,between 13 to 130 millimeters (0. 5 in to 5 in. ), with shorter needles used near the face and eyes, and longer needles in more fleshy areas, and range in diameter from 0. 16 mm (0. 006 in) to 0. 46 mm (0. 018 in), with thicker needles used on more robust patients. After this brief overview of acupuncture, I’ve answered a lot of my own questions and concerns with acupuncture The three aspects of acupuncture theory are qi, meridians, and acupuncture points. It long history has unknown origins, and edict from Chinese Emperor banned teaching in academy, but it brought back my Chairman Mao, and made popular in America by a reporter in the 70’s. Needles are mostly made of stainless steel, and they vary in length, and diameter,

Group Assignment †Breakfast cereal Essay

Executive Summary Experts worldwide agree that breakfast is the most important meal of the day. Breakfast cereal is the best way to kick of a healthy start to a day as it contains low-fat, nutrient-dense food with many essential vitamins and minerals. Not only is cereal healthy, it is usually a very reasonable price and extremely easy to put together on a day to day basis. Kellogg’s is one of the most successful Australian cereal brands on the market today with a diverse range of cereals. One of the most recent cereals to the Kellogg’s product line is â€Å"Smart Start Healthy Heart† (SSHH). SSHH focuses mainly on the idea of a consumers having healthy, well balanced and tasteful start to each morning. Although with an alarming level of sugars and other trans fats, it is quite hard to believe that this cereal is â€Å"smart for the heart†. This marketing plan will focus on developing a newly reconstructed look at the way SSHH is put together in order for the cereal to be a more healthy breakfast option. As well as modifying the cereal, the marketing plan will look to introduce an advertising campaign focusing on a target market of Adults (mainly parents) and children. Contents Introduction Kellogg Company was created by Dr. John Harvey Kellogg and Will Keith Kellogg, his younger brother and business partner. In the late 19th Century, they accidentally discovered a brand new breakfast cereal. They could not imagine that they had the potential to create a multi-national, huge global industry that would change the eating habits of people all over the whole World. In modern day, Kellogg’s consumers want a cereal that is healthy and convenient for their lifestyle. Kellogg Company then continued their exploration and development untill they produced a new product line call â€Å"Smart Start Healthy Heart† in 2006. Although Kellogg is one of a limited number of top â€Å"Breakfast Brand†, but it still far behind the rest in terms of healthful ingredients. Situation Analysis The situation analysis incorporates both the internal and external marketing environments for the new product line â€Å"Smart Start Healthy Heart†. A SWOT analysis can identify the strengths and weaknesses of internal, and the opportunities and threats of the external market. The market is focusing on the goals which are identifying and developing the best of product marketing strategies, lead and find out how to please the customers in a better way than other competition (Hill & Westbrook, 1997). Hess and Lucas (2004) stated that allocating resources between marketing research and manufacturing, which required us doing the right thing or doing the thing right. Therefore, as a manufacturer, we need to deeply understand our current situation. SWOT PEST A Pest analysis can layout the external environments of the product. Goals and Objectives Corporate Strategy Kellogg’s promise that they constantly provide their consumers with high quality nutritious foods that were enjoyable to eat. But it is one of the biggest companies which use a lot of artificial sweeteners and Tran’s fats in their product. This is not ideal for a cereal with the brand name â€Å"Smart Start Healthy Heart†. Objectives Because â€Å"Smart Start Healthy Heart† is not as popular as other brands on the product line, so this marketing plan is trying to rebuild the healthy image and increase the market share for the product line. Also the product’s ingredients do not embrace the brand name â€Å"Smart Start Healthy Heart†, which is also not healthy enough for the consumers, so the ingredients need to change as well. The purpose for this marketing plan is trying to make the product match to its name and build the words â€Å"Smart Start Healthy Heart† in the minds of the many Kellogg’s consumers. Target Markets(S) & Segmentation Target Market(s) For the purpose of this marketing plan we will define what Target Markets entail; it is a market segment that has been purposefully picked by a corporate(s), with the intention of focusing their marketing efforts and or a group of customers with similar needs and wants (Elliott, G. et al;2012). More importantly, for this plan, the breakfast cereal industry in Australia, particularly the Kellogg’s Nutrigain and Special K with its â€Å"Start Smart healthy heart† concept we have analyzed that both adults and children will be the key elements’ within the demographic variables ‘mainly adults’, therefore this will be our main target market. This is as a result of the two key aspects; the fact that adults (parents) have the buying power (income) therefore they control the decision making (initiators), and on the other hand, the kids (ages from 2-12) years are the main consumers as they have a high usage rate. Benefits of the product to the target market There is a position of the health factor just like most cereals, either passive (low-sugar, organic, etc.) or active (functional heart health, gut health) (Innova Market Insights, 2010), and this is critical in creating a positive brand in the market that caters for all demographics in general, but children in particular for the purpose of this plan. Cereal in Australia and Queensland in general is regarded as an affordable product, although, there are some generic brands. Kellogg’s’ Nutrigain has been a strong competitor in terms of its taste, however research has shown it needs repositioning as a healthy product. In addition as a cold cereal it can be offered and packaged in other forms or as a snack style pack for on the going eating. Market Sizes and Competition Relative to Australia and similarly , In more developed countries as well as other states including NSW and WA, breakfast cereal markets, particularly the US and UK, where they tend to be the predominant breakfast choice, the market is extremely competitive, with high levels of product activity and promotional expenditure.(Innova Market Insights, 2010) Over three-quarters of global breakfast cereal launches recorded over the past year had a health positioning of some kind, rising to over 92% in Australia and 85% in the US (Food & Beverage Process 2010). In Australia the introduction of innovative  functional cereals, with launches over the years including Nestlà ©Ã¢â‚¬â„¢s Uncle Toby’s Plus Omega 3 Lift and Health wise for Bone Wellbeing, Kellogg’s Just Right Antioxidant (www.industrysearch.com.au). Segmentation In the breakfast cereal market we perceive that because there are so many products with many similarities, we have decided to position our products using a brand position strategy. Companies within the same sectors segment the market in different ways for differing objectives. Using Kellogg‘s Special K and its cereals – the following diagram highlights the experiences (attributes) that we position the product. In the diagram below we have used segmentation based on experiences within various ages or demographics (kids, teens and adults). Positioning Map Segment Profile Sections and Market Positioning Map Figure 2. The breakfast cereal segment has the most diverse product range within the industry life stage’s segmentation and Kellogg’s can increase its market size by refocusing its promotional activities and advertising onto its all-bran brand as it targets parents and therefore promoting an image which helps maintain a healthy digestive system, managing blood glucose levels and maintaining a healthy heart because of its high fibre levels. (Digestion & Food, all bran.com). Marketing Mix The product name â€Å"Smart Start Healthy Heart† itself describes the aim of Kellogg’s. Research provided by ‘American Heart Association’ and ‘BEACH’ (Bettering the Evaluation and Care of Health) indicate that â€Å"Smart Start Healthy Heart† is the only product in the cereal market which helps reduce the chances of increasing blood pressure and Cholesterol levels. This is very beneficial for kids at a younger age as it reduces the chances of heath illness in their adult period. As the product is going through a development stage, the major advantage will be its reduced levels of sugar, which originally contained 38% of the overall nutrition. This change in â€Å"Smart Start Healthy Heart† will reduce the amount of calories produced, making it a better breakfast cereal. According to Dr. William Dietz  (director of the Division of Nutrition and Physical Activity), ‘Parents need to be in charge of what food is served’ to their kids. This is particularly important as it helps maintain health standards. The product designs attract more mature audiences as you refer to words like ‘Smart’ and Healthy’. Parents in this case are the major audience as the product contains features, which helps kids to make a ‘healthy start’ to their day. The product brand is also considered as a key point for parenting selection. Kellogg’s is one of the leading brands in the cereal industry. Place When it comes to distributing product, an important factor is to consider whether the product will be distributed directly or indirectly. For a newly established business it is hard to raise awareness of brand through direct selling. Since Kellogg’s is already a well know brand in the Australian market it has potential to distribute in both direct and indirect markets, however indirect distribution through retail industry would be a beneficial selling point. The retail industry is made up of 3 major distribution areas which include grocery stores, convenience store and other special categorised stores. The grocery sector is the most dominant distribution channel for the cereal market. According to the 2006 ABS data (Figure 1), 52% of the turnover of the food and drinks industry was earned through grocery stores. Kellogg’s should continue to distribute the product to its major grocery distributers, such as Woolworths, Coles and other grocery outlets, due to the faster vo lume growth rate in the grocery channel (Table 2). Contact with the retailers should be maintained on weekly basis, this helps both parties to keep up to date with the supply of stock as well as helps resolve any issues relating to the product. Since cereal products are demanded in grocery stores, competition will be much tougher as there will be many other different brands, however the features contained in â€Å"Smart Start Healthy Heart† makes it special to stand out in front of other products displayed. Kellogg’s will be able to raise quicker awareness of SSHH through the grocery stores as nutritious snacks are demanded in the industry (Table 2). Another selling point would be through the innovation of technology. In today’s era technology is a daily need, as both parents and kids browse through internet every day. This gives Kellogg’s opportunity to  sell products online through its own website thus creating an opportunity for direct selling. Price The primary function of pricing is to specify how much money will be received in exchange for the product supplied. Each customer needs a unique, compelling and profitable reason to purchase a product. A change in a product often involves change in a price however Kellogg’s â€Å"Smart Start Healthy Heart† should aim to keep their price same. The reason for this is because Kellogg’s is already a well develop brand. For some, price will always be a major determinant, whereas for others, it may come down to the product quality and the benefits of the product. Price is also conducted through the design of the cereal box. The design and layout of â€Å"Smart Start Healthy Heart† cereal drags the attention of mature audiences. One of main question which comes to mind when deciding a cereal brand is, is this product healthy? According to the American Heart Association â€Å"Smart Start Healthy Heart† is the only approved breakfast cereal proven to reduce high blood pressure and cholesterol. Breakfast cereals on average cost around $4.50 Plus, Kellogg’s â€Å"Smart Start Healthy Heart† should be priced at $4.00. When products are sold at a lower prices it often results in higher sales, especially when launching a new or improved product because people want to try it and see how the product works. Promotion Promotion is an essential element in the marketing mix. It is used as an important tool by businesses to inform, remind and persuade customers about the products and services they have to offer. Most competition can be taken out through proper promotion strategies, especially in the breakfast cereal industry. â€Å"Smart Start Healthy Heart† has the ability to be advertised in many different promotional areas as it is a product operating under Kellogg’s brand. According to the Kellogg’s annual report, it has a turnover of over $13.2 Billion. Keeping in mind of the turnover, it allows â€Å"Smart Start Healthy Heart† to be advertised across many different TV channels to reach out to mature audience and little kids. Advertisements of â€Å"Smart Start Healthy Heart† should be aired mostly during early morning and evening when  children’s are watching cartoon and kids program’s. Direct promotion involves part of pull strategy through discounted offers. Coupons are the best way to approach audiences who like purchasing cheaper products. This can be done through newspaper advertisements and kid’s magazines. A major selling point through promotion is the use of trade promotions, which involves push strategy such as ‘point-of-purchase display’. This can help portray the ‘Healthy Eating’ image through store displays and free samples of â€Å"Smart Start Healthy Heart†. Personal Selling is also another option to consider as Kellogg’s can send company reps to different areas to promote the cereal. Implementation/ Action Plan/ Schedule The primary objective for creating an action plan is to have the ability to visibly see which action needs to be completed, by when and by whom. In doing this, management will have a much easier way of managing individual performance and know that there is a certain chance of an objective being completed by a deadline. Below is the Action Plan that has been constructed for the recreation of the Kellogg’s cereal â€Å"Smart Start Healthy Heart†; Objective Expected Deadline Department Responsible Research Current Customer Satisfaction 31/01/2013 Research Department Evaluate Current Customer Satisfaction 15/02/2013 Research Department Reduce Sugar and Keep Relatively Similar Taste 31/03/2013 Production Department Redevelop Cereal Box Aesthetics 31/04/2013 Retail Department Decide on New Price, Place Distribution 31/05/2013 Management Develop Advertising Campaign 31/07/2013 Management Implement Marketing Campaign – Management The above Action Plan is an accurate estimation of the ambitious goals that need to be completed in order to make the Kellogg’s’ â€Å"Smart Start Healthy Heart† Cereal a high quality, nutritious breakfast option that is enjoyable to eat for both Adults and Children. Also, this action plan will aim to successfully rebuild this cereal line into having a more popular, healthy image which will in turn increase market and future profit for the company. Supermarkets Convenience Stores Individual Stores Evaluate Campaign TV Advertising Internet Advertising January February March April May June July August September October November December (Above is a Gantt chart of the project schedule for the beginning of 2013.) The table above similar to the table, demonstrates the specific time frame (spanning over 1 year) in which Kellogg’s will strive to complete the listed objectives. In regards of distribution, it is shown above the Kellogg’s should strive to distribute the â€Å"Smart Start Healthy Heart† cereal into supermarkets year round as it is imperative that there will not be a shortage in supermarkets. Further distribution into certain convenience stores and more individual stores are more separated as the cereal is in less demand for the smaller stores. The evaluation of the current campaign of this cereal is also very important therefore as shown above it will be scheduled to occur once every three months. For the advertising aspect for the cereal, it has been decided that both TV and Internet advertising will be done at the beginning of the schooling period so that the advertisement will target both adults and children. Evaluation & Control Procedures The purpose of having control procedures is to ensure that current objectives are being completed and ensuring that there is a contingency plan in place if the objectives fail to meet the appropriate standard. To measure whether the objectives are being met, it is shown in the above Gantt Graph that there is a Campaign Evaluation being undertaken once every three months, this will measure product profitability, store demand and customer feedback. To measure product profitability, during the 2 month period where no  evaluation is undertaken, there will be a set goal set by management of the amount of cereal boxes ordered from supermarkets, convenience stores and individual stores, if the goal is not met, all departments must rethink their strategy of how to appeal this cereal to customers. This method will also be used to measure store demand. For customer feedback, the research department will hire extra workers to conduct a survey on potential customers from a variety of supermark ets and convenience stores. All the negative feedback will go back to the required departments to further improve this cereal. Conclusions and recommendations To conclude, Kellogg’s will need to focus on restructuring the â€Å"Smart Start Healthy Heart† cereal in the two main areas of production; Reducing the amount of sugars in the cereal to maintain its reputation of being a cereal that is healthy for the heart, and start a promotion campaign focusing on advertising at the beginning of school periods so that the major target market will be aimed toward Adults (parents) and children. By changing a few simple characteristics in the cereal, the company will have the possibility to remain strongly committed to communicating with children and their parents regarding the role of an active lifestyle and appropriate food choices (Elliot, 2012). Bibliography/Reference List Atkin, C. K. Observation of parent-child interaction in supermarket decision-making, Journal of Marketing, 42(4), 41-45 Bainbridge, J. (2010, Mar 17). Off to a healthy start. Marketing, , 28-29. 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