1 This resource contains example(s) of linking theory, research and practice in Business-related disciplines. Follow the steps below to customise the slides for your course: 1.Choose an appropriate example extract from a student assignment (graded A) 2.Copy the extract into the example slides (slides 4&5) 3.Highlight words and phrases that illustrate effective linking of theory, research, and practice 4.Provide the full version of the assignment  students identify further examples (slide 6) 5.Encourage the students to bring in their own writing (slide 6) 6.Delete guidance slide 1 in this resource before using in your sessions Guidance on customising this resource How to link theory, research, and practice in assignments PAD team for further guidance In this resource: Referring to relevant theory enables the author to ‘make sense’ of practice, by conceptualising the meaning of the practical activity. Similarly, grounding practice or own research in a broader body of research / literature provides broader context and invites comparison and interpretation.

Write to attract a higher grade: How to demonstrate links between theory, research, and practice 2

Discussion: How do we link theory, policy and practice in academic writing? 3 o What are the differences and similarities between theory, policy and practice? o Why would your lecturers want to see links between these in your assignments? o Think of instances/ parts of assignments - where would it be most suitable to demonstrate these links? o How might you be able show evidence of linking these concepts in assignments?

Example: How does the author demonstrate a link between theory, research and practice in the following extract? 4 The Impact of Web Analytics on E-business During the reach phase of the ‘marketing funnel’ it is all about bringing a product or service to the customer’s attention (Burby, 2007). Generally with offline communications this is done through mass marketing channels such a TV adds (Burby, 2007) and companies would hope it would reach its target audience. However using web analytics a business can evaluate exactly who their customers are, and where they come from and therefore target communications accordingly. (Jackson, 2009)(Burby, 2007). For example Littlewoods previously struggled to acquire customers from its cold campaigns, however by using web analytics to assess the customer’s demographic information, behavioural trends, and purchasing history Littlewoods were able to send carefully targeted s from which they were able to acquire 4953 customers (DMA, 2009).

Task 1: Can you identify any other examples of linking theory, research, and practice in the text provided? Justify your answer. 5 Task 2: Identify evidence of linking theory, research, and practice in your own and / or your peers’ writing. Alternatively, establish where you could demonstrate links between theory, research and practice in your writing.