WESTMINSTER BUSINESS SCHOOL

SCHOOL OF APPLIED MANAGEMENT

Module Title: Current Debates in Digital Business

Module Code: 3DIBU001W

Assessment title: 1500 Word Academic Report (Referral/Deferral)
Assessment weighting: 50%
Assessment deadline: Monday 10th July, 2023 @1pm

Referral/Deferral Assessment 1

Assessment Brief

*Note: This assessment is for students who have been either referred or
deferred for Assessment 1 for Current Debates in Digital Business
The Assessment

This is an individual piece of work; therefore, you should not share ideas or
information with others whilst completing this assignment.

1.1 Assessment Topic – E-Commerce

This assessment will focus on the topic of E-Commerce which was taught in
Week 8 of the module.
Please review the following pre-recorded lecture for this week to familiarise
yourself with the material - https://eu-
lti.bbcollab.com/recording/04e6848468bd477e81bc9d04cba5e2ea

1.2 Brief Background into E-Commerce

E-commerce technologies have introduced a range of distinctive features that have

significantly influenced the way business is conducted. These unique aspects of e-
commerce technologies open up numerous opportunities for marketing and sales,
enabling the delivery of engaging, personalized, and interactive messages to a
specific audience.

These unique features are:

Source: Laudon, K. and Traver, C., 2020. E-Commerce 2020-2021. Harlow, United Kingdom: Pearson Education Canada.

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 Further Reading:

 Laudon, K. and Traver, C., 2020. E-Commerce 2020-2021. Harlow, United

Kingdom: Pearson Education Canada. – Chapter 1 pages 53-58 (this text is
available via the online reading list of the module)

1.3 Task

Write a 1500-word academic report on an E-Commerce Company.

1. Choose any company with an E-Commerce presence.

2. Then, investigate and report on your chosen company’s use of the eight unique
features of E-Commerce as shown in Section 1.2.

You are not allowed to choose a company from the following list:

• Amazon
• Apple
• Google
• Microsoft
• Uber
• Deliveroo
• Tesla
• Nike

If a company from this list is chosen and written about you will be penalised
by the marking team.

Example: If you have chosen the company Adidas, you are meant to investigate
Adidas and present your work on the eight features of E-Commerce.

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1.4 Report Structure

Please use the following report structure to produce your report.

 Executive Summary – 200 words (This is NOT included in your 1500-word

count).

 Title Page – Please include your name as stated on the university records,
student number, module name, and module code. (Not included in the word
count)
 Introduction - Aim for around 150-200 words to provide background on your
chosen e-commerce company and outline the report's structure.
 Findings – Allocate approximately 800-900 words to present your findings on
the eight unique features of your chosen e-commerce company. This section
should include supporting citations/references, so make sure to account for
those as well.

 Recommendations – Allocate approximately 300-400 words to offer specific

recommendations on how your chosen e-commerce company can enhance its
e-commerce practices based on your investigation. It is important to focus
solely on the e-commerce aspect of the company for these recommendations,
as providing suggestions on other topics may lead to a loss of marks.

 Conclusion – Aim for a concluding paragraph of about 50-100 words to

summarize the main findings of your chosen company.

 References – Please place your reference list on a new page after the report,
following the Harvard referencing style. A minimum of five reputable sources
is required. (Not included in the word count)

Please write in the academic style of writing as this is an academic report.

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Guidance for Academic Writing:

In order to maintain the academic integrity of this report, it is important to adhere to

the principles of academic writing. This includes using formal language, maintaining
an objective tone throughout the report, and ensuring proper referencing of all sources
used.

Academic writing is a specific style of writing used in scholarly and educational

settings. It is characterized by its formal tone, objective approach, and adherence to
specific conventions. When writing an academic report, it is important to demonstrate
your understanding of these conventions. Here are some aspects of academic writing
that you can consider:

1. Use formal language: Academic writing requires the use of formal language.
This means avoiding colloquialisms, slang, and overly informal expressions.
Instead, use clear and precise language that conveys your ideas in a
professional manner.

2. Maintain an objective tone: Academic writing aims to present information in an

unbiased and objective manner. Avoid personal opinions, emotions, or
subjective language. Instead, focus on presenting evidence, analysing data,
and drawing logical conclusions.

3. Provide evidence and support your claims: Academic writing relies on

evidence-based arguments. Back up your statements with credible sources,
research findings, or empirical data. This strengthens the validity and reliability
of your report.

Example: Instead of making unsupported claims, use phrases such as

"According to Smith et al. (2019), research indicates that..." or "The study
conducted by Johnson (2020) found that..."

4. Proper referencing: In academic writing, it is crucial to acknowledge and credit

the sources you have used. This is done through proper referencing using a
recognized citation style, such as Harvard referencing. Ensure that you provide
in-text citations and include a comprehensive reference list at the end of your
report.

Example: Use in-text citations like (Smith, 2018) or (Jones and Brown, 2021)
and include a detailed reference list at the end of the report following the
Harvard referencing style.

By incorporating these elements into your writing, you can effectively meet the
expectations of academic writing and produce a well-structured and rigorous
academic report.

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Assessment criteria

The assessment criteria and weightings show you what is important in the assessment
and how marks are shared across each criterion. When you are completing your
assessment remember you need to fulfil the brief and the assessment criteria below.
At the end of this document, we have provided you with a more detailed marking grid,
which describes both the expectation for each criterion and how marks would be
awarded based on performance.

Criterion Weighting
Executive Summary 10%
Introduction 10%
Findings 30%
Recommendations 20%
Conclusion 10%
References 10%
Presentation – including the use of Academic English and 10%
presentation and layout of the academic report.

The University has arrangements for marking, internal moderation and external
scrutiny. Further information can be found in Section 12 of the Handbook of
Academic Regulations, westminster.ac.uk/study/current-
students/resources/academic-regulations

Referencing requirements for the assessment

Statements, assertions and ideas made in coursework should be supported by citing

relevant sources. Sources cited in the text should be listed at the end of the
assignment in a reference list. Any material that you read but do not cite in the report
should go into a separate bibliography. Unless explicitly stated otherwise by the
module teaching team, all referencing should be in Westminster Harvard format. If
you are not sure about this, the library provides guidance (available via the library
website pages).

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The deadline and submitting your coursework - checks
Unless indicated otherwise, coursework is submitted via Blackboard.

The deadline for this assessment is Monday 10th July at 1300. This means that your work
should be fully uploaded before 1300. The University would treat your submission as late if
your work has not been fully uploaded and stored on the server before 1300. To avoid your
submission being marked as late, you should upload your work as soon as possible before
the deadline and must not wait until or just before the deadline to start uploading your work.

At busy times the coursework submission process may run slowly. To ensure
that your submission is not recorded as a late submission, avoid submitting very
close to the deadline.

To submit your assignment:

1. Log on to Blackboard at http://learning.westminster.ac.uk;
2. Go to the Blackboard site for this module;
3. Click on the ‘Submit assessment’ link in the navigation menu
4. Click on the link for the assessment;
5. Follow the instructions, ensuring that you have selected the correct file to
upload.

REMEMBER

It is a requirement that you submit your work in this way. All coursework must be
uploaded by 13:00 (UK Time on the due date).

If you submit your assessment late but within 24 hours or one ‘working’ day of the
specified deadline, 10% of the overall marks available for that assessment will be
deducted as a penalty for late submission, except for work which is marked in the
marginal pass rate range (9% above the pass mark) and this case the mark would be
capped at the pass mark.

If you submit your coursework more than 24 hours after the specified deadline you
will be given a mark of zero for the work in question.

Difficulties in submitting assignments on time

If you have difficulties for reasons beyond your control (e.g. serious illness, family
problems etc.) that prevent you from submitting the assessment, make sure you
apply to the Mitigating Circumstances board with evidence to support your claim as
soon as possible. Further details can be found on the following URL:
https://www.westminster.ac.uk/current-students/guides-and-policies/assessment-
guidelines/mitigating-circumstances-claims

If you are unsure about the above information, you should seek academic support
from your module leader, personal tutor or your course leader. You will find details
of your module leader in this module’s handbook and you can find the name of your
course leader and personal tutor from your “My Student Records” page via the
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University’s student portal.

ACADEMIC SUPPORT & FEEDBACK ARRANGEMENTS

Academic Support for Referral/Deferral Assessment 1.

To assist you in completing this Referral/Deferral Assessment, we have prepared an

assessment and guidance video that provides detailed information about this
assessment.

Furthermore, we recommend that students undertaking this assessment review the

lecture recording of Week 8 – E-Commerce, as it will help you become familiar with
the foundational material relevant to this assessment.

Link to Support and Guidance Video:

https://westminster.cloud.panopto.eu/Panopto/Pages/Viewer.aspx?id=849ac30b-
a9ac-46c2-b22a-b01500d9b84e

Link to Week 8’s Lecture on E-Commerce: https://eu-

lti.bbcollab.com/recording/04e6848468bd477e81bc9d04cba5e2ea

After submission, summative feedback will be provided online via Blackboard, where
feedback takes the form of an indication of performance on the provided making grid.
You will also receive several key points of strength, weakness and academic
skills you can improve upon. We aim to provide you with this feedback within 15
working days.

If you are unsure about how to see your provisional marks and feedback, the
following LINK will explain how you can do this -
https://blog.westminster.ac.uk/blackboardhelp/marks-and-feedback/

Academic integrity

What you submit for assessment must be your current work. It will
automatically be scanned through a text-matching system to check for
possible plagiarism.

Do not reuse material from other assessments that you may have completed on
other modules. Collusion with other students (except when working in groups),
recycling previous assignments (unless this is explicitly allowed by the module
leader) and/or plagiarism (copying) of other sources all are offences and are dealt
with accordingly. If you are not sure about this, then speak to your class leader.

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University of Westminster Quality & Standards statement
Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs
and students who break the rules, however innocently, will be penalized. It is your
responsibility to ensure that you understand correct referencing practices. As a
University level student, you are expected to use appropriate references and keep
carefully detailed notes of all your sources of material, including any material
downloaded from www.

Plagiarism is defined as a submission for assessment of material (written, visual or

oral) originally produced by another person or persons, without acknowledgement,
in such a way that the work could be assumed to be your own. Plagiarism may
involve the unattributed use of another person’s work, ideas, opinions, theory, facts,
statistics, graphs, models, paintings, performance, computer code, drawings,
quotations of another person’s actual spoken or written words, or paraphrases of
another person’s spoken or written words.

Plagiarism covers both direct copying and copying or paraphrasing with only minor
adjustments:
• a direct quotation from a text must be indicated by the use of quotation marks
(or an indented paragraph in italics for a substantive section) and the source of
the quote (title, author, page number and date of publication) provided;
• a paraphrased summary must be indicated by the attribution of the author, date
and source of the material including page numbers for the section(s) which have
been summarized.

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Criteria & 0 - 29% 30-39% 40-49% 50-59% 60-69% 70-100%
weighting
Fail Marginal fail Pass Good Very good Excellent
Executive The executive summary The executive summary The executive summary The executive summary The executive summary The executive summary
Summary fails to present a clear is incomplete and lacks offers a satisfactory provides a satisfactory demonstrates clarity, demonstrates exceptional
and coherent overview of clarity in conveying the overview of the report, overview of the report, offering a solid overview clarity and conciseness,
(10%) the report. It lacks clarity key points of the report. It meeting the basic capturing the main points of the academic report. It effectively providing a
in outlining the key points fails to provide a expectations. It provides and themes. However, effectively presents the comprehensive overview
and issues, making it comprehensive overview a general understanding some essential elements key issues and points, of the report. It
difficult to understand the and excludes essential of the main points and could have been included covering the main showcases a thorough
main content of the issues and points that issues discussed in the to provide a more aspects of the report understanding of the key
report. The summary should have been report. However, there comprehensive picture. concisely. While there points, issues, and
does not meet the described in sufficient are a few key points and While the summary may be minor areas for findings. The summary
expected standards and detail. The summary issues that are missing or adequately covers the improvement, overall, the captures the essence of
fails to effectively does not meet the could have been more key aspects of the report, summary effectively the report and
communicate the expected standards and clearly addressed. there is room for conveys the essence of successfully conveys its
essential elements of the requires significant Overall, the summary improvement in terms of the report. Good job! main objectives and
report. Significant improvement in terms of meets the minimum including additional conclusions. Well done!
improvement is required content and clarity. requirements but would important details.
to provide a Further development is benefit from further Consider enhancing the
comprehensive and needed to ensure a development and summary by
intelligible summary of thorough and accurate inclusion of essential incorporating those
the report. representation of the elements. missing elements for a
report's main elements. more complete overview.

Introduction The introduction The introduction A very basic introduction An adequate introduction A very good introduction An excellent introduction
presented for the presented for the is provided for the is provided for the is provided for the is provided for the
(10%) academic report does not academic report is academic report's purpose of this academic purpose of this academic purpose of the report.
meet the requirements of inadequate. It does not purpose. While most of report. The introduction report. The introduction The introduction is
the assessment brief. As meet the necessary the main requirements offers a basic description demonstrates a solid exceptionally well-
outlined in the requirements outlined in are met, further details of the chosen E- understanding of the constructed,
assessment brief, it was the assessment brief, and description are Commerce company, chosen E-Commerce demonstrating a deep
expected to include a which include providing a needed, including a brief providing some company and effectively understanding of the
brief background of the brief background of the background of the introductory phrases provides an overview of subject matter. It
chosen E-Commerce chosen E-Commerce chosen E-Commerce related to E-Commerce. its background and effectively provides a
company, state the main company, stating the company, stating the It briefly outlines the main context. The main aim of clear and comprehensive
aim of the report, and main aim of the report, main aim of the report, aim of the report and the report is clearly overview of the chosen

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 provide a comprehensive and providing an outline. and providing a provides a general stated, and the outline of E-Commerce company,
outline. The provided The introduction falls comprehensive outline. outline of its structure. the report is well- outlining its background,
introduction does not short in meeting the While the introduction structured. While the significance, and relevant
meet the necessary necessary requirements. covers the necessary introduction meets most context. The main aim of
requirements. elements, there is room of the requirements the report is clearly
for improvement in terms outlined in the stated, and the outline of
of providing more assessment brief, there the report is thorough
detailed background may be some areas and logically organized.
information on the where further elaboration Overall, the introduction
chosen company and or clarification could meets all requirements
further clarifying the aim enhance the overall specified in the
of the report. Enhancing effectiveness of the assessment brief and
the description of the introduction. Consider sets a strong foundation
company and clearly providing more detailed for the rest of the report.
articulating how the aim background information
aligns with the outlined or explicitly connecting
structure will strengthen the aim of the report to
the introduction and the outlined structure for
provide a more further improvement.
comprehensive overview.
Consider expanding on
the background of the
company and providing a
more focused and explicit
statement of the report's
aim for further
development.

Findings The findings presented A weak level of A basic level of A good level of A very good level of An excellent level of
for the purpose of this interpretation, interpretation, interpretation, interpretation, interpretation,
(30%) report are inadequate. It investigation, and investigation, and investigation, and investigation, and investigation, and
does not adequately description is description is shown in description is description is evident in description is
describe or apply the demonstrated in the the analysis of the eight demonstrated in the the analysis of the eight demonstrated in the
eight unique features of analysis of the eight unique features of E- analysis of the eight unique features of E- analysis of the eight
E-Commerce to the unique features of E- Commerce for the unique features of E- Commerce for the unique features of E-
chosen company. The Commerce for the chosen company. The Commerce for the chosen company. The Commerce in relation to
analysis lacks substance chosen company. The findings offer a limited chosen company. The findings display a strong the chosen company.
and fails to provide findings lack depth and understanding and findings present a understanding and The findings showcase a
meaningful insights or fail to provide a sufficient provide a basic satisfactory provide evidence of new deep understanding and
connections. understanding or clear description of the unique understanding and insights and provide significant
Considerable description of the unique features without much provide a basic understandings into the evidence of insights and

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 improvement is needed features. The analysis is depth or critical analysis. description of the unique topic. The analysis is understanding into the
to meet the necessary limited in scope, lacking While the analysis covers features. The analysis well-developed, exploring topic. The analysis is
requirements and critical insights or the main aspects, it lacks covers the main aspects the unique features and comprehensive, and
demonstrate a coherent connections to comprehensive and highlights their their relevance to the thorough, and effectively
comprehensive the company. Significant exploration and may lack relevance to the company with clarity and explores the unique
understanding of the improvement is required coherence or clarity. company, albeit with depth. The findings features, their relevance
topic and its application to enhance the analysis Further development and some areas that could be contribute meaningful to the company, and their
to the chosen company. and provide a more expansion of the analysis further developed. The information and implications. The findings
substantial examination. are needed to provide a findings contribute demonstrate a good level contribute valuable
more thorough relevant information and of critical analysis. knowledge and offer a
examination. exhibit a reasonable level high level of critical
of critical analysis. analysis.

Recommendations There were no The recommendations The recommendations The recommendations The recommendations The recommendations
recommendations presented in this report provided in this report are show some consistency are clear, relevant, and presented in this report
(20%) included in relation to the are very limited and lack somewhat inconsistent with the interpretation largely consistent with are excellent,
eight unique features of focus on the eight unique with the interpretation and analysis presented in the interpretation and demonstrating a high
E-Commerce in the features of E-Commerce and analysis presented in the findings section. analysis presented in the level of consistency with
chosen company. in relation to the chosen the findings section. findings section. They the interpretation and
company. While there is some They address the eight highlight and focus on the analysis provided in the
The recommendations reference to the eight unique features of E- eight unique features of findings section. The
section is entirely absent The recommendations unique features of E- Commerce to some E-Commerce and their recommendations align
or fails to provide any show minimal alignment Commerce, the concept extent and offer relevant application to the chosen closely with the eight
meaningful suggestions with the interpretation of the recommendations suggestions for the company. While there unique features of E-
for improvement. and analysis provided in could benefit from further chosen company. may be some areas Commerce and
the findings section. development and where further elaboration effectively address the
To meet the However, there may be
alignment with the or specificity could specific needs and
requirements, it is crucial To improve, the areas where further
findings. enhance the opportunities of the
to provide specific, recommendations should development or
recommendations, chosen company. They
actionable be derived from the Additional details, clarity, specificity is needed to
overall, they demonstrate are clear, actionable, and
recommendations that research and findings, and specific actions are fully align the
a solid understanding of demonstrate a thorough
directly address the providing actionable needed to enhance the recommendations with
the subject matter and understanding of the
findings and align with steps that directly recommendations and the findings.
provide practical subject matter.
the unique features of E- address the identified demonstrate a stronger
The recommendations suggestions for
Commerce. issues and capitalize on connection to the chosen
demonstrate an adequate improvement.
the opportunities company.
identified. understanding of the
subject matter and
provide potential avenues
for improvement.

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Conclusion The conclusions The conclusion The conclusions The conclusions The conclusions are The conclusion section is
presented for the presented for the presented for the presented in this clearly explained, clear, well-constructed,
(10%) purpose of the report do purpose of this academic purpose of this assessment are including a well-rounded and effectively reiterates
not effectively reiterate report does not assessment are not somewhat explained, summary of the main the main findings of the
the main topic and effectively support the clearly explained and providing a summary of findings and their report. It provides a
findings. They lack topic and findings of the lack focus. They do not the main findings and implications. They are concise summary of the
coherence and fail to assessment. It lacks sufficiently support the their relevance to the aim focused on the aim of the key points discussed in
provide a meaningful clarity, focus, and fails to main topic and findings of of the report. While there report and effectively tie the report, demonstrating
summary of the key reiterate the main points the report, and there is is room for improvement together the key a comprehensive
points discussed. discussed. The room for improvement in in terms of clarity and elements discussed. understanding of the
Significant improvement conclusion section terms of coherence and focus, the conclusion While some minor topic. The conclusion
is required to align the requires significant relevance. Further demonstrates a improvements could be aligns with the aim of the
conclusion with the aim improvement in terms of development and reasonable made to enhance the report and leaves the
of the report and coherence, relevance, alignment with the main understanding of the overall impact of the reader with a strong
reinforce the main and integration with the findings and aim of the topic and effectively conclusion, it sense of closure and a
findings. aim of the report. report are needed to brings together the main demonstrates a solid clear understanding of
strengthen the elements discussed. understanding of the the significance of the
conclusion. subject matter and findings.
effectively reinforces the
main points.

References No references or The reference list and The reference list and The citations used to The reference list and The reference list and
citations were provided to citations used to support citations used to support support this academic citations used to support citations used to support
(10%) support the academic this academic report this academic report report contain relevant this academic report are this academic report are
report. It is crucial to highlight major mistakes highlight some minor and appropriate sources. mostly correct and all correct, adhering to
include proper citations and inconsistencies with mistakes and relevant to the topic. the required Harvard
and a reference list to the required Harvard inconsistencies with the However, there are some style. They are relevant
acknowledge the sources style. required Harvard style. minor mistakes and While minor mistakes to the topic and
used and to maintain inconsistencies with the may have been made in demonstrate a thorough
academic integrity. Significant improvements It is important to review required Harvard style. using the required understanding of proper
are needed to accurately and adhere to the proper Harvard style, overall, the citation practices.
Moreover, failing to meet and consistently apply formatting and citation Please pay attention to sources are appropriately Additionally, a minimum
the minimum requirement the appropriate guidelines to ensure the proper formatting and cited and contribute to of five reputable sources
of five reputable sources referencing format. accuracy and citation guidelines to the credibility of the have been used,
significantly undermines consistency. improve accuracy. report. enhancing the credibility
the credibility and Additionally, there is a
Additionally, a minimum and depth of the report.
reliability of the report. lack of sufficient sources, Moreover, more Additionally, a minimum
of five reputable sources Well done!
Please review the as the report fails to meet emphasis should be of five reputable sources
the minimum requirement placed on using a have been used, have been used,
provided link on Harvard

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 referencing for guidance of five reputable minimum of five showcasing some effort providing a solid
and improvement. references. reputable sources to in gathering information foundation for the
strengthen the credibility from reliable references. analysis.
and depth of the report.

Presentation – The academic report The academic report The academic report The academic report The academic report The academic report
including the use provided is ineffective as provided for this provided for the purpose provided for the purpose provided for the purpose provided for the purpose
of Academic it contains numerous assessment is ineffective of this assessment is of this assessment is of this assessment is of this assessment is
English and errors and deficiencies. for several reasons. basic. While it partially good. It contains flowing very good. excellent. It fully meets all
presentation and The use of academic Firstly, the report meets some of the main sections and generally the requirements of the
layout of the English, including structure is poor, lacking requirements of the maintains an academic It follows the assessment brief,
academic report. maintaining a third- clarity and flow, assessment brief, there is style of writing that is requirements of the demonstrating a thorough
person perspective, is indicating a lack of prior room for improvement. clear and coherent. assessment brief and understanding of report
(10%) lacking. planning. demonstrates well- structure. The use of
The writing style lacks However, there is room structured sections. headings and
The report structure is Secondly, the standard of consistency and may for improvement in terms subheadings is effective,
unclear and lacks proofreading is lack clarity and focus. of consistency in the The use of an academic
and the writing style is
coherence, and there are inadequate, as the report The standard of writing style. The report style of writing is fluent
fluent and articulates,
many errors in spelling, contains numerous proofreading needs may contain some errors, and focused, maintaining
maintaining an excellent
grammar, and errors. improvement, as there particularly in spelling coherence throughout the
standard of proofreading
punctuation. are noticeable errors in and grammar, which report. The standard of
with no or very minor
Thirdly, the use of spelling and grammar could be addressed proofreading is good,
errors. The report reflects
It is recommended that academic English could that could have been through more thorough with very few errors.
a high level of proficiency
thorough proofreading be improved, particularly addressed with more proofreading.
However, some minor in academic English and
and adherence to in terms of maintaining a careful review.
improvements can be presents information
academic writing consistent third-person
made to enhance clearly and
conventions, including perspective.
consistency and further professionally.
performing a spell check,
be implemented in future Overall, significant polish the overall
assessments to improve improvements are presentation.
the overall quality of the needed to enhance the
presentation. presentation and
readability of the report.

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