Digital Marketing Coursework Example | Topics and Well Written Essays - 1000 words

Digital Marketing - Coursework Example In email digital marketing, the organization in question reaches out to the target market through email communication which are meant to provide particulars of the product and the benefits to the consumers. In video marketing such as YouTube, a video description of the product just like in traditional marketing is uploaded for the entire online users. Social media marketing involves the use of Facebook, twitter and LinkedIn to reach out to the digital population and introduce the products to them. LinkedIn acts as a professional networking site that not only provides an opportunity for employer and employee to interact but also to the buyers and sellers. Search engine optimization is a marketing approach adopted by organizations with online presence to improve their rating within different search engines. Properly optimized sites are highly visible in the internet and this makes it easy for visitors to access such sites and acquire the information intended by the organization (Changhyun 265). A site that is ranked highly based on the search engine results is frequently visited and this influenced by the level of the contents in the site and the stream of visitors. With the development of internet marketing, the adoption of SEO as a technique has allowed marketers to act based on the behavior of internet users and designing their information in line with such behaviors. As a result, the keywords that are regularly typed into the search engines by internet users are optimized in the information presented on the website and this increases the rating of the same (Panda 60). Different approaches exist that have been adopted for the process of optimizing websites and this influences the success of the site and the frequency of the visitors. For example, most SEO professionals edit the content of the website by adding keyword and catchy phrases that are frequently searched by internet users. Other sites can

The Term Mass Culture Essay Example | Topics and Well Written Essays - 1000 words

The Term Mass Culture - Essay Example Spread of Mass Culture Culture, particularly the mass culture, has spread rapidly with the passage of time. There was a time when there was little or no globalization in the world. Even the concept of national culture was non-existent in a vast majority of countries because of the fact that regional differences dominated. Within the same country, people belonging to different regions had possession of different kinds of regional resources. This gave rise to the development of subcultures in the same nation wherein people were classified into different communities with distinct values, norms, and principles. Regional culture was stronger than the national culture and the mass culture was non-existent. This was predominantly the time till the mid 19th century. The onset of industrial revolution brought a change in the trend and national culture started to gain dominance over the regional cultures. With the development of technology and the identification of new opportunities of employm ent and business, people developed acceptability towards external cultures. As technological trade amongst countries improved, consumers in different countries started using same products. This trend continued over the centuries. People from the underdeveloped countries started migrating towards the developed countries in large numbers in search of better opportunities of employment. The technological exchange was followed by the cultural integration and unification across nations. This happened since the start of the industrial revolution till the late 1900s. Then came the era of massive exchange of cultures; particularly the 21st century. While all kinds of technologies contributed towards the development of mass culture, one technology that played the most important role in the spread of mass culture was the Internet. Internet provided people with the opportunities to communicate with one another almost free of cost from different parts of the world. Many of the brick and mortar businesses also got transformed into virtual businesses because of the reduced costs and increased profitability of businesses. The development and introduction of the social media websites aided in the creation of a virtual self of their users. Today, a vast majority of the people all over the world have similar lifestyles in that they use same products, are the employees of same organizations irrespective of geographic variations, speak same languages, and understand and respect one another’s values. This is what has fundamentally promoted the mass culture. There is a very small percentage of people who have not merged into the mass culture. Mass Culture and Popular Culture People sometimes use mass culture and popular culture interchangeably. â€Å"The development of the idea of popular culture is linked to arguments about meaning and interpretation which predate but become strikingly evident in the debates over mass culture† (Strinati, 1995, p. 3). There is a very thin line of distinction between the mass culture and the popular culture. The popular culture is the totality of the norms, values, and perspectives of a given culture. â€Å"Popular culture is made from within and below, not imposed from without or above as mass cultural theorists would have it† (Fiske, 1991, p. 2). Mass culture can be considered popular culture in a vast majority of cases, though mass culture is not necessarily always popular,

The History Of Education In Malaysia

The History Of Education In Malaysia According to Oxford Dictionaries, philosophy is the study of the fundamental nature of knowledge, reality, and existence, especially when considered as an academic discipline. The term philosophy is derived from two Greek words that are philosophia, which consist of the root phileo and Sophia. The meaning of phileo is to love and sophia means wisdom. It is very important for Malaysia which is a developing country to have its own philosophy of education. Therefore, National Philosophy of Education (NPE) has been enacted in 1998 based on basis documents and national ideology. From a historical perspective, NPE born from a long process which is a nation building process since the independence of Malaysia. Education in Malaysia is an on-going effort towards further developing the potential of individuals in a holistic and integrated manner, so as to produce individuals who are intellectually, spiritually, emotionally and physically balanced and harmonic, based on a firm belief in and devotion to god. Such an effort is designed to produce Malaysian citizens who are knowledgeable and competent, who possess high moral standards and who are responsible and capable of achieving a high level of personal well-being as well as being able to contribute to the harmony and betterment of the family, the society and the nation at large. According to the NPE, there are eight elements of national philosophy of education. Firstly, education is an on-going effort which brings the meaning of education emphasis on life-long learning. Life-long learning is needed because individuals knowledge is ever-changing as there is no absolute knowledge of each individual. It is important for individuals to adapt to the change of times and new development such as Information and Communication Technology (ICT), economy and other current issues. Life-long learning encourages individuals to develop their personal skills and knowledge. Secondly, holistic and integrated manner is the universal body of knowledge which must be taught by the teachers and learnt by the students. It is important to develop the individuals potential and abilities in a holistic and integrated manner. This is because talents, potentials and abilities do not develop separately as they are related and co-ordinated and do not compete with each other. The development of the individual and their improvement should properly include the four aspects which are physical, emotional, spiritual and intellectual. Besides, firm belief and devotion to God is a must for individuals regardless what their religion is. It is an element of the existence and role of the religion. b) CURRICULUM According to the Ministry of Education, in the Malaysian context, curriculum means all programs that were carried out by a school or educational institution to achieve the target of education. Curriculum is a well-organized plan that includes academic and non-academic activities which include the educational objectives, the experience of planned and the evaluation of student achievement. It is a plan that covers all the knowledge, skill, values and norms of cultural elements and beliefs of the society to be transferred to their inheritance. Curriculum can be divided into three which are curriculum as a programme that has been planned and implemented in schools, curriculum as a programme designed and practically implemented in the classroom and curriculum is filling of a culture of life-long learning and individual and group experience. The main components in a curriculum are the contents of the curriculum, the objectives of the curriculum, the learning and teaching activities and the assessment process of curriculum. Teachers play an important role in the implementation of the curriculum that includes interpreting, plan, modify and implement the curriculum. c) SUBJECTS Malaysia has undergone three curriculums of primary education so far since the country got the independence. The three concepts of primary education are Old Primary School Curriculum (KLSR), New Primary School Curriculum or Integrated Primary School Curriculum (KBSR) and Standard Primary School Curriculum (KSSR). Old Primary School Curriculum (KLSR) was the first curriculum that has been used and was implemented during 1960. It was the first phase of the implementation of the plan that has been enacted in the education system in the Education Act 1961. In this phase, the educational system was oriented to eliminate the literacy among students. The assessment was the important aspect in KLSR so it has many types of assessment such as Ujian Lisan Bahasa Melayu (LCE) which then has been removed and replaced by Sijil Rendah Pelajaran (SRP) on 1978, Ujian Diagnostik Darjah Tiga and Assessment Test Standard Five. However, it had lots of weaknesses such as the content of its syllabus had repetition and was not related to each other so it was hard to be implemented well. Besides, the syllabus was too much and made students bored in the classroom. The co-curriculum activity was also separated and was not related to the formal curriculum in the classroom. This concept was abolished since there were too many feedbacks that wanted the curriculum to be changed. The new curriculum was New Primary School Curriculum (KBSR) which has been introduced in 1982 after the Cabinet Committees Report made a change on the Implementation of Education Policy. KBSR was fully implemented in 1983 and the name was changed to Integrated Primary School Curriculum (KBSR) on 1993. Even the name was changed but its content was still the same. Its curriculum written was based on learning outcomes. KBSR had its objectives which students master the Bahasa Melayu at satisfactory level besides stress on 3Rs basic skills that were reading, writing and arithmetic. KBSRs curriculum design was based on three areas and its materials were study syllabus. Its principles were integrated approach, one education for all, life-long learning and holistic development of individual. An examination that has been carried out was the National Examination (UPSR). Unfortunately, it had its cons although it had brought positive changes in Malaysias education. A few of KBSR principles had not implemented well in the teaching and learning process because it has been focused more on achieving grade As in the examination. So, the objective to develop excellent individuals was not achieved as they were not learning to gain more knowledge, experiences and skills but learnt to prepare for the examination only. Phase I, Malay Language, English Language, Chinese Language, Tamil Language, Mathematics, Islamic Education, Moral Education, Music Education, Art Education and Physical and Health Education Phase 2-Malay Language, English Language, Chinese Language, Tamil Language, Islamic Education, Moral Education, Science, Local Studies, Living Skills, Music Education, Art Education and Physical and Health Education The concept of KBSR has been replaced by Standard Primary School Curriculum (KSSR) that was implemented in 2011. In KBSR, it focussed on 3Rs but KSSR focussed on 4Rs basic skills which reasoning was being add-on. However, KSSR still acquired basic skills in every student same as in KBSR which also practiced the moral values. Its curriculum written was a little bit different from KBSR which it was based on content and learning standards. KSSRs curriculum materials were curriculum standard documents and its design was based on six areas as communication was still being carried out. It evaluates students by National examination (UPSR) and school-based assessment. A basic core modules that are taught in KSSR for phase 1 are Malay Language, English Language, Chinese Language, Tamil Language, Mathematics, Islamic Education, Moral Education and Physical and Health Education. The core module themes are Visual Art and Music, Science and Technology World and Malaysia Negaraku. The elective modules for this phase are Chinese or Tamil Language for Primary School, Arabic and Iban Language. In phase 2 there are respective modules that categorized each subject. The modules are communicated; elective communication; spiritual attitude and values; physics and aesthetics; science and technology; and humanity. Subjects for each module are Malay Language, English Language, Chinese Language and Tamil Language; Chinese or Tamil Language for Primary School, Arabic, Iban, Semai or Kadazandusun Language; Islamic and Moral Education; Physical and Health Education, Music or Visual Arts Education; Mathematics, Science and Design and Technology; and History or Malaysia Negaraku. Before a new concept is implemented, a trial will be conducted for a given period until there is a command to run the concept or else, the trial will be stopped if it is not suitable to students need. In conclusion, the curriculum will always change over time. There is no wrong to make a difference or change because change for the better is well recommended. As it will change with time, it will always be improved for students to have a better education in order to form a good community besides gives advantages to the country. d) ROLE OF NPE AND CURRICULUM TO SCHOOL e) ROLE OF NPE AND CURRICULUM TO TEACHERS f) ROLE OF NPE AND CURRICULUM TO STUDENTS ACTIVITIES IN SCHOOL Teachers Day Celebration Teachers Day is celebrated on 16th of May every year as a sign to appreciate the teachers contributions in developing the human capital that is essential in the construction of society. Teachers are also known as social architects because they are not only providing education and imparting knowledge but they are also serving to realize the transformation of education based on the NPE. There are six objectives of the celebration of teachers day in Malaysia that are emphasizing the role of teachers in nation building including unity and integration, national development and community service. Besides, it is celebrated to attract the attention of parents, students and the public on the important role of teachers in the Malaysian society and fostering a sense of professional cohesion and goodwill among the teachers. Teachers day celebration can raise the prestige and status of teachers in the community. It is also to provide opportunities for teachers to develop competencies through semi nars and conferences held on Teachers Day. Objectively assess the role of a teacher with a backdrop of Malaysia and to take steps so that more effective role. The celebration of teachers day is organized by the teachers charity organization. The day began with an official assembly filled with programme such as sing the National Anthem Song, the State Song, the school Song and Guru Malaysia Song. Besides, the headmaster will read special deputations from the Prime Minister and the Minister of Education which the texts are related to the theme of the Teachers Day Celebration. Every year, the theme of the Teachers Day Celebration will be changed. A variety of exciting events have been organized by the school after the assembly in order to enliven the celebration and enhance the friendly feeling among teachers and teachers, teachers and students also students and students. Sports Day The growth of outstanding child is formed from a combination of intellectual, physical, spiritual, emotional and social potential as it is contained in the National Philosophy of Education. Hence, for the development of a balanced human being, then the school will hold a sports day to lead to the formation of the balanced human being. It is implemented with the parents collaboration to strengthen the social relationship with the community. The goals of the Sports Day is to produce excellent students who are balanced in terms of physical, emotional, spiritual, intellectual and social development in line with the NPE. Furthermore, the objectives are to fulfil the students need in sports and recreation, to produce individuals who always compete others in good ways and to foster the spirit of cooperation and working together as a team. In addition, Sports Day is to find the students talents in sports to higher levels and choose students to represent the school to the MSSD Championship. T he sports day will be on February or March and two events will be held that are field events and track events. There are three field events that are high jump for students under 12 and under 10, broad jump for students under 12, shot put for boys and girls students under 12 and 10 with the same weight that is 2.72 kg. The track events are 80 m and 200 m for boys under 12, 80 m for boys under 10, for girls under 12 the track will be 80 m and 200 m while girls under 10 will be 80 m only. There are also 80 m hurdles for students under 12, 2000 m walk for boys and girls under 12, 4100 m and 4200 m for students under 12 and 50 m relay for students under 12. Before the sports day, a selection day will be held to choose the best students among the rest to represent their team. The State of Education Department will provide an allocation to conduct the sports day. Independence Day The Independence Day of Malaysia was on 31st of August 1957 and we as Malaysian will celebrate the day every year as it is a public holiday on that day. The programme also is celebrating in school to inspire the spirit of independence in teachers as well as in students in order to recognize the importance of Independence Day celebrations. Engender a sense of pride and love for the nation and put self-interest above national interest among the school is one of the objectives of the celebration. Secondly, produce schools community that is responsible as citizens of Malaysia to maintain independence, adopted a patriotic behaviour and proud toward the countrys independence. Lastly, Independence Day can create a sense of unity and lasting peace and continuous among the school from different races, religions and customs. The Independence Day began with an assembly filled with programme such as sing the National Anthem Song and Independence Song such as, Tanggal 31, Anak Malaysia and Jalur Gemilang. In addition, there will be a film showing on an independence movie that is Leftenan Adnan and a slide show on the history of the Independence Day of Malaysia by using a projector in a hall. The figures of the Independence Day will be called to share their experiences during the colonial period. Furthermore, there will be performances from students and the performances must be about the Independence Day. Language Month Language Month that organized by the Malay Language subject panels was held in school to feature students talent especially at school level, region, district, state and national level. This could indirectly produce students who are brave and confident with their own abilities. Hopefully with the availability of this month, the students will understand and love the Malay Language as it is an important language and should be learned in depth. Language months objectives are to provide an opportunity for students to express their talents and to be featured to higher level. Besides, it is to test the students understanding of their knowledge related to Malay Language, to encourage them to compete in a good way to get the best place, particularly in relation to language and to produce students who are competent in the field of language. There are many competitions that will be held during this month such as story telling competition that all students can taking part in it, poetry competiti on for students above 10 and essay writing competition also for students above 10 and there will be prizes for the winners. Co-curriculum Day Co-curriculum Day is a must event in most of schools in Malaysia and no date adjusted for every school by the department hence, schools can freely choose their date to organize this programme. The goal of the Co-Curriculum Day is intended to achieve some goal which is growing nature work together, compromise, and the bond of unity among students and teachers, produce potential future leaders among pupils and to improve the school environment more exciting and cheer the students in order to produce a superior school culture. Co-Curriculum Day objective is to encourage students active and interested in co-curricular activities organized by the school or a particular party. Among them are fostering unity works in a group association, club or uniform units, to produce students of the utmost caliber and dedication and ability to be a caliber leader. Last but not least, to encourage pupils to work in the aspect of leadership can foster an attitude and discipline. Among the activities that will be held are sales booths, books exhibition, national anti-drug exhibition, marching by uniform units and telematches. ACTIVITIES IN CLASSROOM I have made an interview with a teacher from SK Putrajaya Presint 9(2) about the way she handle students in the classroom. Based on the interview and my experience, students find hands-on activities are more exciting than lecture-based style learning and they tend to focus more on that. Quiz Quiz is a test of knowledge, especially as a competition between individuals or teams as a form of entertainment or asks someone questions according to the Oxford Dictionary. Classroom quiz shows can be beneficial to students for many reasons. Short quiz at the beginning of each class is usually preferred by teachers in their classroom. Short quiz is beneficial for students for many reasons because it helps students to focus and develop their essential problem-solving skills as certain lecture. It is not just a quiz because it is also an emergency motivation for students. It is a very effective motivation as it can increase the students effort and their learning outcomes as well as for those who have low motivation and have high intelligence. Discussion The action or process of talking about something in order to reach a decision or to exchange ideas is the definition of discussion based on Oxford Dictionary. Learning Field Trip Debate Games

Poetic Techniques in John Donnes The Dream Essay -- essays research p

The Dream, by John Donne, is a poem that is filled with passionate diction, syntax, and figurative language along with a tender tone meant to convey the almost celestial feelings Donne has for his lover. The first stanza shows a wide range of fantastical language with the intention of drawing the reader slowly and steadily into the hazy, dreamlike setting. Along with the words like ?fantasy?, ?fables? and ?dreams? come affectionate phrases that effectively show us that the poem is meant to be addressed to a lover, ?Dear love? being the most obvious example. Later on in the poem, the language shifts from drowsy and steady to more intense and complicated, yet less passionate and more doubtful. Donne?s choice in the last stanza to utilize fiery words like ?torches? and phrases ?light and put out? and ?thou cam?st to kindle? depict a sense of overwhelming passion, as uncontrollable as fire. Donne doubts that he can control his lover to continue loving him as fervently as in his dream, which is why his dream lover is ?an angel? while his lover in reality is compared to fire. Don...

Beauty Advertisement Analysis Essay

Advertisement or adverts for short is a form of communication for marketing and very often it is used to either coax, encourage and manipulate the audience – spectators, listeners, readers or a group of specified and targeted group to support the product or service at hand. Not only is it common but also convenient and efficient. There are a few approaches a company would want to promote or advertise their product or service. One of the many common and conventional methods of advertising can include billboards, printed flyers, web banners, web popups, magazines, newspapers and even human billboards. Before planning the advert, the product seller should weigh out and consider the three factors that would play a huge role in forming an effective advertisement. The three dimensions are cognitive, affective and behavioral information. Cognitive information would heavily involve about the already existing knowledge. Affective information on the other hand, focuses of the emotions of the individuals and behavioral information focuses on the reaction after reading, hearing or watching the advertisement. There are two ways for the individual to process the information given in the advertisement – systematic and superficial information processing. Systematic information processing is where the information attained is being scrutinized and analyzed while superficial information processing is where the information that is attained requires no in depth reading into the information and just coming up with an impression with the details on the advert. For this advertisement analysis, a beauty advert is selected and it would be critically analyzed to see if the ad is effective and appealing to the masses. To help analyze the advertisement various types of heuristics are being used. The different types of heuristics are, emotions – direct and indirect, attractiveness, familiarity, expertise, message-length, consensus, scarcity and consistency. These will be used to discuss and critique the advertisement. Emotions Emotions are one of the main factors when discussing persuassion. There are two types of emotion – direct and indirect. A direct emotion requires a superficial processing and it is based on a classical conditioning. Hence or this advert that focuses on a beauty product, one of the many common emotion that it would trigger would be curiosity. The indirect emotions that would be triggered from the advert, would be feelings of gratefulness or displeasure. At a glance, the advert may intrigue the audience by providing a more conventional method to resolve the problem at hand for the face or skin while the other feeling that would be evoked in the individual would be doubtful and weariness as there are various beauty products in the market that does not justify the purposes of the product. Attractiveness In general, every individual would be very prone to be attracted to someone who is attractive and likeable. Many adverts would usually have an attractive display or an appealing model to promote their products and services. The audience would be more drawn to the advert despite the product and content that is given. A famous celebrity, who is well known and liked, is being used as a model for the beauty product. A more attractive attribute of an individual would allow a much better start for an interaction between the audience and advertisement. With an appealing model, the beauty product that is being advertised would have a high chance of being likeable and interesting which would decrease the probability for the product to be turned down. Familiarity According to Zajonc (1968) individuals favor products and services that they have been regularly exposed to. Very often, the people or audience would be much more drawn to the product or services that they are able to relate to or if the product is considered to be recognizable to them. When familiarity is established between in advertisement and audience, the audience would feel the sense of belonging (Monin, 2003). Adverts that The advertisement that is used is familiar and also established a bond of belonging with the audience. The word natural and the attractive model that is being used for the advert is familiar to the audience – women – as we have an already formed perception of what beautiful looks like – flawless and natural looking skin. Which is what the model is showing off. That aside, it would also able to identify for individuals who are looking for a solution to their facial problems. Expertise Most often, individuals are easily influenced by the behavior of the experts or those who has the upper hand. The credibility of the source is important when an individual is weighing out their options. The individuals need to be assured that the product or services that is offered is trustworthy and competent as this would allow the individual to form a fast perception of the product or service. Advertisements would usually include pictures of an authority figure or include information that is factual. This advert however does not show or establish any from of specific and clear expertise and authority. Message-Length An advertisement with a long message length would be believed and seen as useful as more information is provided. The informative ad would be more appealing as it offers vital information about the product and services at hand. However this would only be useful and effective if the audience were to use a systematic information processing. For this advert, very short information is given but however, the information is direct and clear. But message length does not play a huge role when an attractive model is being used and it would be able to also entice the same reaction as an advert that is informative. According to Chaiken (1980), individuals would rarely check the validity of the message that is give but instead to the readily information given that would be analyzed. Therefore, in conclusion, information processing plays a major and important role when advertisements are at play. Like information processing, heuristics also influences decision-making. Hence, information processing and heuristics would commonly complement and work together when the audience has to make a choice. Thus when making a choice, the individual has to look for more options and weigh out the advantage and disadvantage, this is where the advertisements would play a major role and what heuristic that is being used would also be taken into consideration.

Amity Centre for eLearning Essay

Mr. Sreenivas (55) working as manager in Alfa Chemicals, a large scale industrial establishment engaged in the production of Phosphate and Sulphur. He has 30 years of experience in Alfa Chemicals. He has an excellent track record as Manager Human Resources within the organization. Many times he got ‘best  employer award’ to performance excellence. His area of expertise in recruitment and selection process, and performance appraisal has been widely acknowledged. The Information Technology division of Alfa Chemicals industry once faced acute shortage of manpower. Mr. Raj, Manager IT division put forward an immediate requirement of 10 employees in the IT division, to HR department, starting from junior level to senior level. As and when Mr. Sreenivas got the letter from Mr. Raj, in his department, he started processing of it. To get it done, he approached many sources. He had gone through the data bank of company and considered 100 resumes for recruitment from it. He also informed the employees and employers of the organization, in their respective departmental notice board, showing the immediate requirement of 10 employees to facilitate the internal recruitment procedures. From the employees and employers of Alfa Chemicals he got around 150 applications with resumes. In addition to that in order to give an opportunity to candidates’ external to the organization he floated an advertisement in several daily news papers viz., Times of India, Sakal, and Indian Express. From external sources he got around 350 applications. Almost 600 candidates, including internal and external applicants, applied for 10 vacant posts. To ensure the reliability and dependability of the process, Sreenivas made his personal scrutiny at all levels, in the recruitment and selection process. Since the entire department function as a team in HR, all the members trust each other and extended their valuable contribution in the recruitment and selection. The department conducted a preliminary interview in order to made first  screening process and filter the number of applicants. After the first screening process the HR department reduced the number of applicant list from 600 to 500 applicants. He conducted a written test and group discussion and there by further reduces the number of applicants to 300. These 300 candidates then exposed to one hour psychometric test and out of which 50 candidates selected for the final interview. From the final interview, 10 candidates finally selected. The entire process of recruitment and selection took almost 3 months. The selected candidates list then forwarded to the top management for the final approval. HR department informed the candidates that the appointment letters will be sent to those who are selected for the post. Sreenivas approached several time to the top management about to get final approval of list of candidates for the IT department. Sreenivas informed the IT department also that the delay in the final list announcement as the top  management take some more time. He waited almost 4 weeks. But, no reply at all. Mr. Raj, the IT manager every day enquired about the latest information about the final list of the candidates and tentative date of induction. Sreenivas faced the difficulty to make any comment on the subject as there was no information from the top management. HR department had to answer many phone calls from out side and inside the organization, as recruitment involved candidates from inside and outside. The employers and employees of the industry, whose relatives got into the final selection process, became regular visitors of the HR department, asking for the finalist. Sreenivas called a meeting of HR team members and once again made a close verification of the entire process. But he couldn’t find any fault in any of the recruitment and selection process. As the time went on he became more suspicious about the delay in the announcement of the result. When the problem becomes so crucial Sreenivas got direction from the top management to meet Mr. Kartik, General Manager, one of the top officials in the organization. Mr.Kartik asked the entire process of recruitment and selection that made on IT professionals. Sreenivas furnished the entire details of the process in a precise report. Mr. Kartik read the entire  report and soon after made a direct comment that the recruitment and selection process that for IT professionals need to be cancelled as he observed some discrepancies in the process made by his department. He further directed Sreenivas that the vacancies have to be filled through contract basis and no permanent vacancies to be made in these positions, for one year. Further he informed Sreenivas that another recruitment process to be done from external candidates applied and no internal application to be entertained. Sreenivas couldn’t agree with the Mr. Kiran comment on his department’s inefficiency in the recruitment and selection process. For a while he thought about quitting the organization, as he faced a baseless allegation from the top management. Till date there is no black mark in his functional dissemination. On many occasion he helped the industry to find out best possible solutions in order to tackle the many manpower crisis. Sreenivas became so depressed and felt quiet unhappy about the decision taken by the management. Mr. Sreenivas called an urgent meeting of his subordinates and communicated the management decision and directives. He shared with the team members that the management had greater dissatisfaction on the recruitment and selection process done by the department. He enquired that any one made any mistake in the  process. All members denied the probability of any mistake. As there were clear norms and regulations related to each step and there was no dual command, they found no possibility of creeping errors in the selection process. In the meeting he informed his subordinates that the management freezes the appointment process for IT professionals and asked for external recruitment on contract basis. It was shocking news to members. They asked several questions to get a proper clarification from Sreenivas. As Mr. Sreenivas himself unaware of the reasons behind management decision, he informed his subordinate his inability to give a proper reply in this regard. Sreenivas also informed this matter to Mr. Raj. During the evening hours, in the same day, Sreenivas got a call from Mr. George, one of his senior-level Managers, with whom he had friendly and informal relationship. Mr. George asked Srinivas to come to his cabin. As per the call Mr.  Sreenivas met George in his cabin. George enquired about his family and many unofficial matters in the informal interaction. Half an hour later, Mr. George enquired about the recruitment and selection process of IT professionals. He shared with George all those things happened with top management. Leaving aside the informal interaction, George initiated formal discussion with Sreenivas. He told Sreenivas that the selected list of IT professionals consisted two names, Mr. Avdesh and Mr. Praveen, they are the relatives of two trade union leaders of the organization. The management felt that being the relatives of two trade union leaders, in the long run, they could be a threat to organization. It may create an image that the trade unions still have a control over the decision making process in organization. Further, the hold of trade union may expand if this selection process materializes. Mr. Geroge informed Sreenivas that management didn’t have any doubt about the dependability and exactness of the recruitment processes that HR departmentr did. George further informed Sreenivas that as per the intimation from top management he called Mr. Sreenivas and briefed about the undercurrents of this episode. The entire news was shocking to Mr. Sreenivas. He didn’t know that the management decision had this much of undercurrents. After hearing entire story Sreenivas become so silent and returned to his cabin. While sitting inside his cabin, he made a silent comment that, â€Å"what a useless effort. Questions 1. What are the undercurrents of selection process in Alfa Chemicals? 2. How management decision justifies management effort in the maintenance of harmonious industrial relation? 3. Do you believe that as HR Manager, Mr. Sreenivas failed to gather direct and indirect information about the candidates? 4. How ‘cancellation of appointment’ decision that affect the moral of organizational members? 5. How you interpret the dilemma of HR managers have to face in such kind of situations. 6. What would be your decision if you have to face such situation? 7. Do you believe that trade unions have ‘quota’ in appointments? 8. How the decision affect the reduction of wastages and improvement of resources. 9. Is the decision reflecting management fear towards trade union or inability to develop a congenial industrial relationship within the organization? 10. How you interpret the silence of Mr. Sreenivas?