how to write a cuegis essay ib business

IB CUEGIS Essay Guide (Updated 2023)

Score top marks in IB CUEGIS with our comprehensive guide! Learn the secrets to crafting the perfect essay & nail your IB exams. Don't miss out!

Table of content

Basics of cuegis essay, ib cuegis essay concepts with examples, globalization, assessment criteria for cuegis essay, ib cuegis essay structure: how to write cuegis essay, the structure, paragraph 1- the introduction, paragraph 2 & 3- the body, paragraph 4 - the conclusion, summarizing the structure, introduction (1 paragraph), body (3 paragraphs), conclusion (1-2 paragraphs).

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IB CUEGIS essay is a conceptual extended response question. It is addressed by students in section C of their Business Management Paper 2 . This essay accounts for 10% of your score, and if you know how to do it right, you have an easy scoring opportunity that will take you a step closer to achieving that perfect I BDP score you have been preparing for.

A student has to answer the given question using two of the six concepts, They are:

These concepts are used as a foundation to address real-life organizations' situations and issues. A student needs to use business management tools, techniques, and theories to analyze the business activities they have chosen. This helps them showcase their application of acquired knowledge.

For better preparedness, you must identify specific real-life business organizations to which you can apply these CUEGIS concepts. Choose an organization going through a significant period of structural or cultural transformation, ethical dilemmas, challenges related to globalization, strategic decisions, or innovation opportunities. Doing so gives you a lot of material to discuss and elaborate on in your essay. One of the main aspects is to show the examiner that you know your organization inside out. This, in turn, helps you display your understanding of CUEGIS concepts in your IB Business Management paper. Even though the examination questions often prompt a student to discuss only two concepts in the context of their chosen organizations, it is suggested that you select organizations to which more than two concepts apply. This will allow you to gain flexibility in using your knowledge in a way required by your chosen examination question.

Once you have selected an organization of your choice, you study the concepts of change, culture, ethics, globalization, strategy, and innovation (CUEGIS). In a nutshell, you need to highlight activities by the organization that reflect the concepts above (or the lack thereof). It is suggested that your answers are backed by concrete examples.

Using business management tools while elaborating on any of the CUEGIS aspects in your chosen organization is the ideal way to support your analysis. An example of doing so can be using the Fishbone Diagram for a problem in a company that can be initiated due to the lack of ethical protocols. Lastly, you must identify possibilities of other perspectives on any of the CUEGIS concepts in the company from the viewpoint of different stakeholders of the organization.

In short, the essence of CUEGIS essay are:

• CUEGIS concepts
• Real-life examples of organizations
• Business tools, insights, and theories from your course

The CUEGIS essay is more accessible to wrap your head around than your TOK essay and TOK presentation. If you have gone through and understood our  TOK Essay Guide  and  TOK Presentation Guide , then acing your CUEGIS essay will be a breeze. CUEGIS, akin to TOK, focuses on your acquired knowledge, application of the learned concepts, and your ability to relate it to the real world.

Before we dive into how to write your CUEGIS essay’s answer, let’s understand the pillars around which your answer might be built.

Change refers to adapting business objectives, strategies, and operations to accommodate changes. These changes can occur due to exogenous factors or because of endogenous ones. As a wise man once said, 'Change is the only constant in the dynamic business environment.' Your job is to understand how effective your organization is in accommodating unprecedented and inevitable changes. This includes the decisions which need to be made to keep up with the changes in the operating environment. Every change brings with it a favorable and opposing force. The relative strength of these forces concludes whether the change should take place. Due to the conflicting parties, change must be managed within organizations if they are to move forward and remain competitive. Force-field analysis is a management tool to understand the gravitas of the change and its impact on the organization.

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The tool serves as a framework for helping managers to understand the pressures for and against any change. By identifying these forces, managers can assess the points' effects. This analysis lets managers know if the upcoming change is good for the company. If so, they can investigate how to implement the difference in the best way possible. 

Example : 

For generations, Kodak was synonymous with photography. Founded in 1889, the company was one of the best-known brands of the twentieth century. However, with the rise of digital cameras, the market for camera films (dominated by Kodak) dissolved quickly. Instead of embracing the wave of change, Kodak ignored the difference and proceeded to expand its global workforce and increase its production of the old technology. By 2006 it was selling an obsolete product, and in 2013 the company filed for bankruptcy protection. Had they better analyzed the change's forces and deemed it inevitable, they may have invested more in their Research and Development Department to adopt the new trend. You, too, should be able to present such claims with evidence. Here evidence would be other companies who foresaw a similar change and, as a result, acted in favor of it. Of course, your answer must be well-structured and more formal in nature.

To understand a company, one needs to dig deep into its culture. Culture is heavily influenced by the country in which the company operates. Culture mainly comprises the values, beliefs, and norms of an organization. It shapes the customs of people and how things get done. To say that culture makes a company's soul is not an exaggeration. It also helps a company have an individual identity. For instance,  JP Morgan's  culture will differ from that of  the  Timberland Company. Your job is to understand the impact of the company's culture on its operation.

Example:  Consider studying  Ben and Jerry's  and how their culture of helping local vendors has resulted in an exponential increase in sales!

Ethics are the socially accepted moral principles that guide decision-making based on the collective belief of right and wrong. The somewhat subjective nature of ethics means it is sometimes unclear what is ‘right’ or ‘wrong,’ especially when looking at an issue from the perspective of various cultures. Every organization has its own beliefs and has based its ethics on them.

Example:  The Organization of the Petroleum Exporting Companies ( OPEC ) has a unique set of ethics that justifies its actions. The actions might be ethically wrong for a company working in sustainable and green energy simply because they focus on eliminating the need for Petroleum as a fuel.

Globalization is the coming together of various countries and organizations to create many opportunities unknown to humanity a century from now. It has helped integrate social and economic factors. Moreover, it has helped various multinationals capitalize on markets across the globe. This has also enabled a better allocation of global resources.

You will need to study how your organization benefits through globalization. Not only that, but you should also be aware of the challenges this global phenomenon has caused (like the spread of  coronavirus  in the year 2020).

Example:  Globalisation considerably increases the level of competition. The expansion of  multinational corporations  was an unprecedented challenge for local vendors. Even small and medium-sized companies needed to change their selling strategies to overcome this challenge.

Innovation in the CUEGIS concept refers to changing or creating more effective processes, products, and ideas that may increase a business's likelihood of succeeding. Creation emphasizes companies' need to renew themselves in the competitive and technologically advanced marketplace with increasingly sophisticated customers. Innovation in the corporate world often empowers a business to attain a competitive advantage. It is observed that the most economically successful companies and countries are the ones that have an innovative corporate culture. Creative entrepreneurs thrive on commercializing new ideas or reinventing existing ones. Innovation often leads to new industries, like smartphones and tablet computers. In today's highly unpredictable business world, innovation has become an integral strategy, leading many multinational companies to financially commit to innovation.

Innovation can apply to all aspects of business activities, not just products. For example, innovation is integral to Kaizen. Management guru Michael Porter (yes, he was the one behind porter's five forces model and many more) said that innovation is essential for the prospects of a business and for the economic prosperity of a country. Creative and holistic thinking towards their entire business operations drives innovation amongst managers. To analyze how innovative your chosen organization is, you can track its continuous improvement and the innovations introduced in its production processes and/or products.

Example:  Look no further than  Toyota  when talking about innovation. Known for its process improvement concepts,  Kaizen  has revolutionized the industry's functions. It would help if you considered looking into new and upcoming innovations such as  industry 4.0 . Consider analyzing the way your chosen enterprise is integrating the upcoming innovations!

The strategy is about devising plans to achieve an organization's long-term goals. Most organizations strive to anticipate their stakeholders' future needs to succeed. Strategic analysis requires a thorough review of an organization's current situation, including examining an organization's existing vision, mission, aims, and objectives. It facilitates a clear framework to aid decision-making and help allocate resources more effectively. The company's long-term goals play a crucial role in determining the strategy. Furthermore, assessing associated financial costs and benefits and considering qualitative factors before selecting the most appropriate strategy is imperative. One of the main tools that companies use for creating a proper plan is to benchmark organizations that are already there where your organization wishes to be.

Example:  To further understand the importance of strategy, consider studying how  Instagram  overtook  Snapchat  even though Snapchat was the pioneer in introducing 'snapping' photos for conversations. Another topic of interest would be  Tic-Tok  and its exponential growth. Try and study their marketing 'strategies.'

What your examiners are looking for?

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A student must begin by reading and developing a clear understanding of what has been asked and then decide their approach towards answering it. Give the reader an outlook into both sides of a business, i.e., how the concepts have been helpful and unhelpful to the industry, how a company has been proactive and reactive in its approach to an idea, and how it has benefited and suffered as a result of these concepts. This will help you in portraying the business in a much-balanced way.

• Introduce your company’s name and background, including the type of business, scale, industry served, etc. 
• Define the key terms you intend to use, including the concepts you will apply.
• Define your hypothesis so it becomes a single-sentence answer to your question.
• Explain the concepts that you have addressed in the first paragraph more elaborately.
• Link the concept with an example of a company.
• In this section, you elaborate on the company’s significant experiences with respect to the first concept.
• Use at least three-course keywords in your answer and explain at least one effect on a stakeholder.
• Your approach must contain a fact about your chosen company and the first concept;
• Use the keywords from your course, which can be used to develop your insight into the organizational activities which talk about the CUEGIS concept at hand.

For example, explain how the company has embraced the concept (i.e., globalization). Mention the benefits of them, using some actual facts about the company. And then show how they could have gone further (i.e., trying to outsource production overseas even more).

Quick Note:  Use the keywords from your course from a meaningful perspective. For example, don’t just say that the company has used “job production.” Instead, use: “They use job production because it allows them to provide a higher quality product, from the customer’s perspective. Customers get exactly what they want, and this increases customer loyalty.” 

• Address your stakeholders in your conclusion.
• Take a few minutes to explain some conflicts and agreements between stakeholder interests.
• Try to make stakeholders' interests as straightforward as possible. 
• Make the whole essay cohesive in terms of the concept(s) (if there was more than one) 
• State the end result of the company.
• Evaluate their success or failure related to the idea?
• Definition of the CUEGIS Concept
• Definition of the strategy
• Background of the business organization.
• #1 Point that supports your CUEGIS Concept
• Advantages (around 2)
• Disadvantages (around 2)
• #2 Point that supports your CUEGIS Concept
• #3 Point that supports your CUEGIS Concept
• Short Term Implications
• Long Term Implications
• Stakeholder Conflict
• Stakeholder Impact
• The Cost Implications

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IB CUEGIS: Definition, Concepts, Structure, Assessment Criteria

by  Antony W

April 12, 2024

We’ve studied the concepts, looked at the structure, analyzed the methods, and summarized the assessment criteria to bring you the complete guide to IB CUEGIS. In CUEGIS, you’ll use different tools, analytical techniques, and example to write the essay.

In this guide, we look at the definition of CUEGIS, concepts, concept application, structure, and the assessment criteria for the essay.

What is IB CUEGIS?

IB CUEGIS is an essay focused on an extended response question in business management and it accounts for 10% of the overall grade.

You stand the chance to score all the points and earn an IB diploma if you write this assignment the right way.

What are IB Business Management Concepts?

The concepts taught in Business Management internal assessmentare ethics, change, innovation, culture, globalization, and strategy. These concepts serve as the framework for addressing situations and difficulties encountered by businesses.

Ethics refer to a set of socially accepted moral standards, which govern the decisions businesses make based on an understanding of what is good and bad. Ethics is subjective, making it difficult to determine what’s wrong and what’s right, particularly when considering a business topic linked to varying cultural perspectives.

In this respect, it makes sense to conclude that every organization has its own set of beliefs upon which t bases its ethics.

Change is a significant variable in a dynamic corporate world because it focuses on adapting corporate processes, objectives, and strategies likely to cause alteration.

Every change has positive and negative outcome, and the intensity of the outcome determines whether a change is required.

3. Innovation

Innovation focuses on establishing or improving processes, products, or ideas that can help a company do well. Innovation emphasizes the need for businesses to reassess themselves in a competitive and technically advanced market and work towards gaining a competitive edge.

Economically successful businesses and countries have a creative corporate culture in which they commercialize new ideas and reinvent the old ones.

By being innovative, countries bring forth new sectors and push multinational corporations to invest financially in an increasingly volatile economic environment.

Culture is a concept that helps you understand a business or an organization better.

First, a country in which a business exists has a big effect on its culture. Second, beliefs, conventions, and values are significant when studying an organization’s culture. These 3 elements shape people’s habits, as well as how they do things.

5. Globalization

In globalization , businesses and organizations from different countries come together to share opportunities that would have been otherwise impossible.

Globalization has helped to:

• Contribute to the integration of social and economic issues .  
• Enable corporations to capitalize in global marketplaces.
• Allocate global resources to businesses and organizations. 

6. Strategy

Businesses form strategies to foresee the future demands of their stakeholders and to meet their long-term objectives.

It’s through strategic analysis that companies develop a clear framework for examining their existing position, decision-making and resource allocation.

How to Apply IB CUEGIS Concepts in Essay?

The best way to apply CUEGIS concepts is to choose a real-world business to which you can apply the ideas.

IB CUEGIS examination requires you to describe only two of the six concepts in the context of the selected organization, but you can choose an entity that covers more than two ideas. This flexibility allows you to use your information in a way the selected examination question requires.

Consider a company currently going through a substantial period of structural or cultural change, innovation potentials, ethical difficulties, strategic decisions, or globalization challenges. Then, conduct your research for materials to include in your essay and be as elaborate as possible.

How Do I Structure IB CUEGIS Essay?

The structure of the CUEGIS essay includes an introduction, body section, and a conclusion. Below is a brief description for each section.

Introduction

Write the name of the company. Then, mention the nature of the business, the state of the work, and the scale at which they operate. Define relevant terms and state your hypothesis . In the context of the CUEGIS essay, the hypothesis is a single statement that attempts to answer your question.

The introduction should be a paragraph long.

Here’s where you address the business question and share the points you have in mind. Connect your thoughts with relevant examples, link your main idea to one of the concepts, and use 3 keywords relevant to your course and to business to explain the impact on a stakeholder.

The body part of the essay should be 3 to 5 paragraphs long.

The conclusion is where you write about the company’s stakeholders. Use clear words to state and explain their interests, agreements, and conflicts.

Wrap up with a summary of what you’ve written in the body parts of the essay. Mention the results, talk about the success, and end with the failure linked to the concept you’ve addressed.

What’s the Assessment Criteria for CUEGIS Essay?   

The assessment criteria for CUEGIS essay consists of knowledge and conceptual understanding, application, reasoned argument, structure, and individuals and society. Each part is worth 4 points.

• Knowledge and Conceptual Understanding: Demonstrate clear knowledge of two CUEGIS concepts. Use relevant terms, tools, techniques, and theories to address the essay question.
• Application: Use examples relevant to the selected organization and show how it relates to the essay question.
• Reasoned Argument: Explain your answer with substantiated responses. Your answers must not only be coherent but also justified.
• Structure: The essay should have an introduction, a most 5 paragraphs for the body, a conclusion, and a fit-for-purpose paragraph.
• Individuals and Society: Look at different perspective from stakeholders’ point of view in the context of the question in your essay. The essay needs to have reference to individual as well as group stakeholders.

Final Thoughts

Don’t hesitate to get in touch with us if you’re struggling to write the CUEGIS essay. We’ll connect you with a writer who understands these concepts and can write the paper for you.

About the author 

Antony W is a professional writer and coach at Help for Assessment. He spends countless hours every day researching and writing great content filled with expert advice on how to write engaging essays, research papers, and assignments.

What is IB CUEGIS Essay and How to Write It?

Table of contents

• Writing Metier

The IB CUEGIS is a conceptual extended response question . Students have to attempt this in section C of their Business Management Paper 2. It takes up 10% of the score. So if you do well in this essay, you have an excellent opportunity to land a good score overall. If you are an IB student confused about how to write a CUEGIS essay, continue reading!

As part of this essay, you will be given a question that you have to answer, mainly using six concepts.

• Globalization;
• Innovation;

As you may see all these six fist letters combined are making a CUEGIS name. These concepts are used as the foundation for this essay and allow students to make use of different tools and techniques. It also helps them uniquely showcase their talent by allowing them to talk about different examples using analytical techniques.

To write this essay, you must first identify real-life organizations to which you can apply these concepts. You must think of this in several ways, like cultural transformation, ethical issues, strategic management, globalization-related changes, etc. When you think about this from so many different angles, you can naturally work on this essay in a much better way and can also get to know the organization much better.

The requirements of this essay are that you first select organizations and then apply two chosen concepts to them. But to score better, it is recommended that you analyze situations by applying as many concepts as possible because that allows you to showcase your analytical skills to the examiner and score much better overall.

Oftentimes, students ask how they should apply these concepts to these organizations. These concepts need to be applied by first highlighting activities that are related to these. You can even highlight activities that should ideally include these concepts but lack them. Examples given should be ones that you can support and ones that are highly unique. Only when you do can you work towards a proper analysis of these.

You should use certain business tools to explain your examples in light of the chosen concepts. You can even identify other perspectives from the point of view of different stakeholders in the organization.

If you compare this essay to the TOK essay , then you can safely say that this essay will be much easier to get through if you have a sound understanding of that one. The TOK essay requires you to analyze concepts in much more detail. Not just that, but the concept is also highly different for that one. For this one, you can just simply explain real-life examples and use the right tools to score better. Your ability to relate things to the real world will be seen.

So, in short, we can say that the essence of this essay is the concepts you highlight, the examples you choose, and the business tools you choose to explain your idea in a much better way.

This essay does not have a specific word or page limit . You can write as much as you think is relevant. The only idea is that you should be able to explain your point of view in the proper manner.

IB CUEGIS Essay Structure

Before you begin with CUEGIS essay structure, you must clearly understand the essay question, and then you must understand the approach you are using to work on it. Remember that you need to be able to look at all sides of the business to understand how the company has been functioning over time and what concepts you can use to analyze the situations you have in mind.

Paragraph 1- Introduction

The first paragraph is one where you start off with the name of the company. You also introduce the company in terms of the work they do, the business they have, and the scale that they operate at. Then you need to define the main terms that you will be explaining here, after which you give your hypothesis, which is a single statement that gives an answer to your question.

Paragraphs 2 and 3- Body

These paragraphs are the main ones where you address the question directly and also elaborate on the points that you have in mind. You link all of this to certain examples that you have, with the main idea being first to link an experience to one concept and then to the next. You need to use at least three keywords here and then explain the effect on one stakeholder.

Then you need to do the exact same things for another example and another concept.

For example, you can touch upon how a company has been able to do its best and get ahead of the competition by fully taking advantage of globalization. The key terms you use here can include words relevant to your course and related business.

These can have a strong impact on the examiner. For example, you can use job satisfaction, high quality, business orientation, and so on.

Paragraph 4- Conclusion

In the last paragraph, you need to address the company’s stakeholders. You can explain some conflicts and agreements between their interests. You need to do so by using very clear words so that you can make it very clear to the examiner what you are really trying to say.

Then you need to summarize what you said in the main part in a very cohesive and summarized form. After that, you need to talk about the end result of the company, evaluating their success or their failure related to the concept.

IB CUEGIS Essay Concepts

Here, you can get a better idea of the concepts you have to highlight in this essay and how you can further progress with the essay by using all of these concepts better.

Change is an inevitable part of every organization. You need to talk about how changes happen and how different organizations adjust to that change. Then you also need to talk about how your chosen organization deals with changes to keep up with the way things are going.

Adequate change management then needs to be discussed to see how the change is being dealt with at different levels of the organization. A tool you can use here is Force Field analysis since it helps understand change within an organization.

Culture is broadly known as the way of doing things in an organization. There are several factors that affect an organization’s culture. These include the values, beliefs, norms, and so on. The culture of a company is what forms the foundation of that company and allows the company to do various different things.

The idea here is to understand how a company’s culture affects the way it operates. To work on this, you need to first understand the culture of a company to be able to explain it fully well.

Ethics are the moral principles that guide decision-making in an organization. Ethics is very important in the business field. All decisions need to be made bearing in mind ethical principles. Since ethics is a highly relative term, every organization has its own set of beliefs and norms that it follows.

So in line with this, companies need to have this sorted first so that they can work on it accordingly. You need first to pick an organization and then understand the different ethical principles they have that guide how work is done in the organization.

Globalization

In the world that we live in today, most companies are working together. The world has now increasingly become borderless, which means that several different social and economic factors are now coming together. So it is due to this reason that we can see that so many companies are now working with each other.

When you talk about this concept, you can talk about how your organization has greatly benefitted from globalization and how that has helped you. You can even talk about the different challenges that globalization might have posed for your organization.

Innovation refers to creativity and coming up with new ways of doing things. In the world we live in today, there is a lot of competition. Like with the creativity part in the IB CAS hours , this means that we need to keep coming up with new things so that we can keep the interest of people.

If you are working on this, you need to talk about the different ways that your organization is working on innovation and how it is bringing new things to the market. Innovation often leads to the creation of new markets and is hence extremely important.

Strategy is essential. To gain success in any business, it is important to have a sound strategy in place that allows you to do so. Most organizations work very hard to formulate strategies that drive success. So if you choose this concept, you have to talk about the different strategies your organization has, which eventually help the organization succeed. One of the best strategies a company can have is to benchmark organizations doing very well in terms of strategy.

So before you need to start working, you need to have a few things in mind. First, you need to select your organization very carefully, bearing in mind that you might have to work through these concepts then. So given that, you need to select your concepts and then work your way through those.

To score well, you need to make sure to know your concepts well. Then, you need to make sure that you explore them in great detail. You will only be able to score well when you delve deep into the details of things and then explore examples. You also need to ensure that you write just enough and don’t go overboard.

While there is no specific given word count , you need to make sure to write just enough so that you can explain your point of view in the best possible way.

Final Words About CUEGIS Essay

So, if you are also a student struggling with so many things, you can get in touch with us and order a custom CUEGIS essay as per your instructions. We will be happy to help you with whatever you need. You just need to give us your topic, and we will be there to help you with it.

We have very skilled writers, proficient in the knowledge of this essay. Writing Metier team will provide you with great quality content and will also ensure that we give you all of those within a set deadline.

So all you need to do is get in touch with us, and we will be there to help you with your tasks!

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Planning your CUEGIS essay

• Old course (N23)
• The CUEGIS essay

Before you start your essay, it is worthwhile doing a quick plan. Simply having paragraphs in an essay does not mean that your ideas flow well. Criterion D (structure) requires you to write “fit-for-purpose” paragraphs. This means that you must write with clarity, with each paragraph clearly addressing the essay question.

To score maximum marks, you must have:

• An introduction to the essay
• A main body (with around 3 or 4 paragraphs)
• A conclusion
• Fit for purpose paragraphs

Source: 50 Excellent CUEGIS Essays , by Alric Chong & Lois Johnston-Walker

Reproduced with permission from Level7 Education ( www.level7education.com )

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IB CUEGIS Essay Guide

Table of contents.

The IB CUEGIS Essay is a challenging yet rewarding task that requires the student to demonstrate their knowledge and understanding of the course material, as well as their ability to apply that knowledge in writing. It is an opportunity for students to showcase their creativity, critical thinking and writing skills.

This essay is composed of two parts: the research essay and the reflective essay. The research essay requires students to draw upon course material to make an argument or analyze an issue. This involves selecting an appropriate topic, researching it, and expressing their findings in an organized, coherent and logical manner. The reflective essay focuses on the student’s personal experience or opinions on a given subject. It requires students to identify, reflect upon and draw upon their own experiences to construct an argument.

The IB CUEGIS Essay structure consists of the following sections: Introduction, Body, Conclusion and Bibliography. The introduction should introduce the essay’s topic and provide the reader with the context and background information necessary to understand the essay. The body should present the student’s argument in a clear and organized manner, using evidence, sources and data to support their points. The conclusion should summarize the essay’s key points and provide a concise summary of the main argument. Finally, the bibliography should provide a list of sources used throughout the essay.

Writing an IB CUEGIS Essay requires the student to demonstrate their knowledge and understanding of the material, their analytical and creative skills, and their ability to communicate effectively. This guide will provide instructions and steps to take when writing an IB CUEGIS Essay, as well as topics to explore, prewriting techniques, advice on writing the essay, revising and editing tips, evaluation methods, advanced techniques and sample essays.

Instructions for Writing an IB CUEGIS Essay

The first step to writing your IB CUEGIS essay is to familiarize yourself with the topic you will be writing about. Do some research on the subject and consider any questions or topics that are relevant to the essay. This will help you develop a stronger understanding of the material and make it easier to create an outline.

The next step is to create an outline for your essay. Outlines provide structure and organization to your essay and ensure that you stay focused on the topic at hand. Outlines should include a clear introduction, body paragraphs, and a conclusion. Be sure to break down each point in the body paragraphs into smaller, more manageable pieces.

Once your outline is complete, you should begin writing your essay . Start by introducing the main points of your essay, then add evidence and arguments for each point. Try to keep your essay concise and use language that is appropriate for the grade level. After you’ve written the body of the essay, you can conclude with a summary of your main points.

Finally, you should review and edit your essay before submitting it. Check for any spelling or grammar errors, as well as clarity and consistency throughout the essay. Make sure all of your sources are properly cited and that your arguments are well-supported. Once you’ve completed this step, you’re ready to submit your essay!

By following these steps and instructions, you’ll be able to write an effective IB CUEGIS essay that expresses your thoughts and ideas in an organized manner. Good luck!

Topic Exploration

When writing an IB CUEGIS Essay, it is essential to choose a topic that is relevant and interesting for you as the writer. It can be daunting to know where to start when selecting a compelling topic that follows the essay requirements. However, with the right approach, you can explore different topics and research them in order to confidently choose the perfect topic for your essay.

The first step to exploring different topics is to get familiar with the essay requirements. Read the prompts carefully so that you have a clear understanding of the topics and essay structure. Once you are familiar with the essay requirements, brainstorm possible ideas for topics that you find interesting. Take some time to jot down ideas and think critically about the topics that you have chosen.

When researching topics, use both primary and secondary sources including books, journals, websites, interviews, and other reliable sources. Make sure that you are using credible sources and giving credit to the authors whose work you are using in your essay. Additionally, use evidence to support your arguments and questions to help guide your research. This will help to ensure that your essay is well-informed and allows you to make meaningful connections between ideas.

Finally, when you are starting to write your essay , it is important to revise and edit your work. This will help you to refine your argument and structure your essay in an organized and effective way. Revising and editing your essay is also essential for improving grammar, spelling, and punctuation.

Exploring different topics and researching them thoroughly can help to provide an engaging and well-informed essay. With the right approach, you can confidently select the topic that is of most interest to you and allows you to explore your ideas further.

Prewriting: Structuring Your IB CUEGIS Essay

When it comes to writing an IB CUEGIS essay, prewriting is an important step. Prewriting helps you to structure your essay by providing a clear roadmap that highlights the main ideas and arguments that you want to include in the essay. There are a variety of prewriting techniques and tools you can use to help you prepare to write your essay.

One of the most common prewriting techniques is brainstorming. Brainstorming involves creating a list of ideas related to your topic before you begin drafting your essay. It is a great way to identify potential areas of research and generate a wealth of ideas that you can draw upon for your essay.

Another popular prewriting technique is outlining. Outlining helps you to organize your thoughts and create a visual representation of the structure of your essay. An outline serves as a detailed plan of your essay, allowing you to see where each part fits within the whole.

Finally, mind mapping is a great tool for prewriting. Mind mapping involves creating a visual diagram or chart to represent your ideas. It can help to uncover patterns and relationships between ideas, as well as provide perspective on the big picture.

By using prewriting techniques such as brainstorming, outlining, and mind mapping, you can structure and plan your IB CUEGIS essay effectively. Your prewriting should lay the foundation for the rest of the essay, helping you to write an organized, persuasive piece.

Writing the Essay

Writing an IB CUEGIS Essay is a challenging but rewarding task. To ensure that your essay is well-written and engaging, you should focus on topics such as sentence structure, rhetoric and argumentation, grammar and spelling.

Sentence structure is essential for writing an effective essay. You should learn how to use words and phrases that link sentences together and create a logical flow of ideas. The introduction of the essay is particularly important; you should use it to introduce and engage the reader in your essay.

Rhetoric and argumentation are key components of an IB CUEGIS Essay. You should use rhetorical techniques such as ethos, pathos and logos to support your claims. Additionally, you should provide evidence and counterarguments to strengthen your argument.

Grammar and spelling should not be overlooked when writing the essay. Make sure to proofread your work thoroughly before submitting to avoid errors. If necessary, use programs such as Grammarly to help you identify and fix errors.

Writing an IB CUEGIS Essay can be a daunting task, but with proper planning and practice, you can write an impressive essay that will meet the assessment criteria.

Revising and Editing an IB CUEGIS Essay

Writing is only half the battle when it comes to completing an effective and engaging essay. The other half is revising and editing. After finishing a first draft, it’s important to take a step back and review your essay with fresh eyes. This ensures that the essay clearly communicates your argument, while also presenting accurate and consistent information.

To properly revise and edit your essay, consider the following tips:

• Read through the essay at least twice – once to get a sense of the overall argument, and then again to pay close attention to the details of sentence structure, grammar and spelling.
• Look for any areas that may need clarification, or areas where there may be gaps in logic.
• Check for any inaccuracies by fact-checking sources, or verifying quotes and statistics.
• Ensure your arguments are sound and that your essay is cohesive and well organized.
• Be mindful of your tone and language, and adjust if needed.

As you revise and edit your essay, it’s important to keep the purpose of the essay at the forefront of your mind. Doing so helps to ensure that you remain task-oriented and focused throughout the process. Also, take your time and don’t rush through it. Give yourself plenty of time to double check information and read over sentences carefully. Taking your time can be the difference between a mediocre essay and an impressive one.

Evaluating Your IB CUEGIS Essay

Writing an IB CUEGIS essay is hard work, and it’s important to take the time to evaluate and analyze your essay before submitting it. To evaluate your essay, you need to ask yourself some questions: Does my essay adequately address the prompt? Are my ideas presented clearly and concisely? Is the structure of my essay logical and effective? Are the sentences, grammar, and spelling correct?

To answer these questions, there are a few steps you can take. First, read through your essay from start to finish, paying attention to the flow of your ideas and making sure that there are no errors in your grammar, spelling, or punctuation. Next, read through each paragraph, making sure that all of your points are supported by evidence and that you have provided enough detail to make a convincing argument.

Finally, consider how your essay would be received by someone who has never heard of the topic before. If it is not clear what your main argument is or why your points are valid, then your essay needs more work. It can also be helpful to have someone else read your essay and provide feedback.

By closely evaluating your IB CUEGIS essay and making sure that it is clear and error-free, you can ensure that your essay is ready for submission. Doing so will also help you gain a better understanding of the essay topic so that future essays will be even better.

Advanced Techniques for Writing an Effective IB CUEGIS Essay

Writing an effective IB CUEGIS essay requires the use of advanced techniques to produce a clear, coherent and persuasive essay. Some of these techniques include:

• Analyzing the task: Carefully read the rubric and question before starting to write in order to fully understand the context of the essay and the criteria needed in order to receive a good score.
• Planning and outlining: Take the time to plan and outline the essay by constructing an argument, choosing relevant evidence, and structuring the essay. This will help to ensure that the essay is organized and well written.
• Using rhetorical devices: Incorporate rhetorical devices such as metaphors and similes in order to make the essay more interesting and engaging.
• Developing analytical skills: Use analytical skills to analyze and evaluate evidence, arguments, and counterarguments in order to strengthen the essay.
• Engaging the reader: Make the essay interesting to read by using active language, varied sentence structure, and strong transitions between paragraphs.
• Editing and proofreading: After writing the essay, it is important to edit and proofread it in order to correct any errors and refine the argument.

By applying these advanced techniques, you will be able to write a clear and persuasive IB CUEGIS essay that meets the requirements of the rubric.

Sample Essays

Having sample essays can be a great way to provide further guidance when writing an IB CUEGIS Essay. Sample essays give you a good idea of how your essay should look, as well as the topics, structure and writing style you should use. Here are some tips for using sample essays:

• Read the essay thoroughly and identify the main ideas.
• Compare your essay with the sample – look at topics, argumentation, evidence and rhetoric.
• Make sure your essay follows the same structure as the sample.
• Be sure to use clear and concise writing with solid argumentation.
• Look out for key elements such as grammar, spelling and punctuation.
• Proofread carefully to ensure accuracy and consistency.

Using sample essays is a great way to gain a better understanding of how to write an IB CUEGIS Essay. It can help you identify issues with your essay quickly and easily. So, keep these tips in mind when using sample essays and make sure you take full advantage of them to ensure the success of your essay.

Concluding Remarks

Writing an IB CUEGIS essay can be a daunting task. Thankfully, by following the steps laid out in this guide, you are now prepared to tackle the essay with confidence.

In summary, the guide covers:

• Instructions for writing the IB CUEGIS Essay
• Topic exploration and pre-writing techniques
• Writing the essay, revising and editing, and evaluation
• Advanced techniques for writing an effective essay
• Sample essays and a resource list

By taking the time to research, plan, write and evaluate your essay carefully, you will be able to create a well written and impressive paper that demonstrates your understanding of the subject matter. Good luck with your essay!

Resource List

A resource list is a great way to provide additional references and materials to help you with your IB CUEGIS Essay. You can include websites, books, magazines, articles, interviews, or anything else that may be of help to you. By having a resource list, you are able to refer back to relevant sources when researching and writing your essay.

When putting together your resource list, make sure it is properly organized in an easy-to-follow format. Start by listing all the resources you have used or plan to use in the essay. This includes the title of the resource, the author, the publishing date, and website address if applicable. You should also add any notes you have taken about the resource to remind yourself why you chose it.

Make sure to create a reference list at the end of your essay as well. This makes it easier for readers to find the sources you have used throughout the essay. When citing sources, use the correct formatting style such as MLA or APA.

Having a resource list is essential for writing your IB CUEGIS Essay. Doing some research and adding reliable sources will give credibility to your arguments and provide the evidence to back them up. Make sure to take your time when compiling a resource list and always double-check that the information is up-to-date and accurate.

When you’ve written your essay, it is important to include references at the end of the guide. References are required for any text that you quote, summarise or paraphrase from a source. It is best practice to include references for any information that you have taken from an external source, even if you haven’t directly quoted it.

Including references allows you to credit the original author and helps to avoid plagiarism. A citation is usually placed in parentheses at the end of the sentence where the information is taken from.

The format for references may vary depending on which referencing system you need to use. Commonly accepted format types include MLA, Harvard and APA. Your institution should provide you with guidance on which format to use.

Once you have put together a list of references, it is important to check them carefully to make sure they all appear in the correct format. Pay special attention to details such as capitalisation, authors’ names, case of abbreviations and dates.

For further help and advice on referencing, there are several online resources available. Many universities, schools and other organisations offer help and guidance on how to correctly format a reference list. It is important to check these websites for the most up-to-date advice.

• Last Edit 15 AUG 2023

Nick Radlinsky

Nick Radlinsky is a devoted educator, marketing specialist, and management expert with more than 15 years of experience in the education sector. After obtaining his business degree in 2016, Nick embarked on a quest to achieve his PhD, driven by his commitment to enhancing education for students worldwide. His vast experience, starting in 2008, has established him as a reputable authority in the field.

Nick's article, featured in Routledge's " Entrepreneurship in Central and Eastern Europe: Development through Internationalization ," highlights his sharp insights and unwavering dedication to advancing the educational landscape. Inspired by his personal motto, "Make education better," Nick's mission is to streamline students' lives and foster efficient learning. His inventive ideas and leadership have contributed to the transformation of numerous educational experiences, distinguishing him as a true innovator in his field.

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All You Need To Know About CUEGIS

• February 4, 2023
• IB - Understanding it

Table of Contents

• 1 Guiding Questions –
• 2 Definition of the Concepts:
• 3 Steps to write CUEGIS Essay
• 4.1 1) Researching real-world organisations
• 4.2 2) Understand the assessment criteria
• 4.3 3) Practice, Practice, Practice
• 4.4 4) Time Management
• 4.5 5) Concepts are interrelated
• 4.6 6) Tips
• 4.7 MUST KNOW:
• 5.1 Criterion A – Knowledge and Conceptual Understanding
• 5.2 Criterion B – Application
• 5.3  Criterion C – Reasoned Arguments
• 5.4  Criterion D – Structure
• 5.5 Criterion E – Individuals and Societies 
• 6 HOW TO EARN FULL MARKS
• 7.1 Introduction
• 7.2 Main Body
• 7.3 Conclusion
• 7.4 Introduction
• 7.6 Conclusion
• 8 Sample Questions
• 9 CUEGIS EXAMPLE
• 10.1 Q1: What is CUEGIS?
• 10.2 Q2: How is CUEGIS used in the IB Business Management course?
• 10.3 Q3: How can I apply CUEGIS in my IB Business Management exams?
• 10.4 Q4: What are the benefits of using CUEGIS in the IB Business Management course?
• 10.5 Q5: How can I improve my understanding of CUEGIS in the IB Business Management course?

The six prescribed concepts are core to the IB Business Management syllabus and explicitly examined in PAPER 2 SECTION C (SL and HL), where you have to answer a 20-mark essay question and it takes up 10% of the score. These core concepts are C hange, C ulture, E thics, G lobalization, I nnovation and S trategy (CUEGIS). Concept-based learning is a three-dimensional model that frames facts ( content ) and skills with concepts specific to the contexts of organisations studied in IB Business Management course.

These concepts enable students to get to the bigger picture, the ability to think from different perspectives, and provide a framework for transferring knowledge and making deeper connections within and across disciplines. Concepts are used to give students the tools necessary to make sense of the world. This approach creates six conceptual lenses through which students investigate, analyse and evaluate factual content and skills to create a deeper understanding of business management. It consists of the content of the syllabus, integrated with business case studies to provide context for students, and is embedded in the six CUEGIS concepts to transcend understanding of business management.

Guiding Questions –

Concept based learning is about scaffolding thinking by investigating the relationship between two or more of the CUEGIS concepts.

Factual Questions

• What are the reasons for the growth and evolution of multinational companies?
• In what ways have Internet technologies disrupted indigenous cultures?

Conceptual Questions

• Why do nations desire to innovate?
• How does a multinational company impact the culture of a host country?
• At what time does a business decide to expand (grow)?

Provocative Questions

• Is all innovation beneficial to individuals and society?
• Does a country’s ability to develop depend on its willingness and ability to embrace globalisation?
• Does globalisation necessitate a change in values and traditional cultures?

Definition of the Concepts:

Change – Change refers to the modification or transformation in the way business is conducted as a response to internal factors or external influences.

Relevance in the content – Business organisations must adapt to their objectives, strategies and operations due to competition, new technologies and markets, and trends in consumer behaviour. Success emerges from the ability to research and respond to signals in both the internal and external environment. Examples of such factors include a new management structure in the workplace, the threat of new competitors in the industry, improved technologies and processes, and new trends in consumer behaviour.

Culture – Cultural refers to the norms, beliefs and values of an organisation or a collective group of individuals which shape its practices and characteristics.

Relevance in the content – Every organisation operates in a range of environments in which its role may be construed differently. Planning, decision-making, and strategy implementation are all impacted by these expectations. Values and backgrounds among stakeholders in an organisation affect its priorities and how they work. In essence, this shapes how and why things are done within a business organisation.

Ethics – Ethics refers to the moral principles and values that form the basis of how an organisation conducts its operations and business activities.

Relevance in the content – In the corporate world, every aspect of an organisation’s operations and its decisions is likely to have moral implications on both its internal and external stakeholders, as well as impact on the natural environment.

Globalisation – Is the growing integration and interdependence of the world’s economics causing consumers around the globe to have increasingly similar habits and tastes.

Relevance in the content – Business organisations are influenced by several international forces, such as the increasing social, cultural, technical and economic integration. In turn, business organisations shape these forces. Many business organisations operate internationally. Even local businesses and consumers are influenced by global forces. The increasing flow of goods and services, finance, employment and ideas around the world. The operations of multinational companies contribute to the growing integration of the world’s economies and cultures.

Innovation – Refers to the improvements of a product or processes to better meet the needs and wants of customers, in a profitable way.

Relevance in the content – Incremental or radical improvements to a business idea, or the generation of new ideas in relation to a final product, service or process, are the result of internal or external influences. For many business organisations, a key challenge is to bring “the new” and manage the process of improvement in a sustainable way. It alludes to something new and progressive in order to improve productivity and improve customer satisfaction. Ultimately, it helps a business to be more competitive and successful.

Strategy – Refers to planned actions designed to achieve the long-term goals or overall aims of an organisation.

Relevance in the content – Strategy refers to the significant long-term planning decisions that organisations make in order to meet the needs and wants of their various stakeholders. Strategy is about asking questions: What, Why, When, How, Where and Who? There are three stages to business strategy: 1 – Strategic analysis (where are we now?), 2 – Strategic choice (where do we want to be?) and 3 – Strategic implementation (how do we get there?).

Steps to write CUEGIS Essay

• Choose a real-life business organisation
• Research on the chosen organisation
• Choose a specific concept to focus on
• Identify business management concepts, techniques and theories
• Develop a thesis statement
• Write an outline
• Write the first draft
• Edit and Revise

How to write CUEGIS Essay

1) researching real-world organisations.

In class, you are likely to have looked at many case studies about real organisations like Apple, Starbucks, Zara, McDonald’s etc. It is unlikely you will remember all the specific details. To ensure you build up knowledge about specific organisations, build a portfolio of information about several specific organisations you are interested in. It is nevertheless important to remember some key basic facts about the organisation, such as:

• Mission Statement
• Sales Revenue
• Key stakeholders
• Main competitors
• Range of products sold
• Market Share

2) Understand the assessment criteria

Without understanding the assessment criteria, it is very difficult to write an answer the examiner wants to read. Your answers becomes easier to write once you understand the criteria.The following is a useful framework for a good CUEGIS answer:

• Use an appropriate structure: introduction, main body and conclusion
• Ensure your paragraphs are fit-for-purpose, make sense and justified
• Show clear knowledge of the two CUEGIS concepts in question
• Give actual examples of what the organisation does and how it relates to the question
• Use appropriate tools, techniques and terminology
• Mention a range of stakeholders and how they are affected

3) Practice, Practice, Practice

You should have plenty of opportunities in and out of class to practise writing a CUEGIS essay under timed conditions. Sometimes, you’ll be told in advance what the question is, and at other times you’ll have to complete an unseen question. You should get hold of the assessment criteria so you can interpret it appropriately.

4) Time Management

Time management is a vital part for preparing for exam success and for scoring good grades.

• SL Paper 2 – 1 hour 45 mins – 50 marks
• HL Paper 2 – 2 hour 15 mins – 70 marks

Roughly, this means about 2 mins per mark. In theory that means students should take about 40 minutes to answer the CUEGIS question. To be able to write in enough depth and meet the assessment criteria, some students may need a little more time. However, you approach the essay, ensure you use your time effectively.

5) Concepts are interrelated

These key concepts are interrelated, which makes it easier for you to answer questions. For example, if McDonald’s introduces self-service kiosks at a cost of $150,000 per kiosk, this is an example of strategy but it clearly links to innovation and change too. Skillful students can link this to every unit of the IB Business Management syllabus. For example it is possible growth strategy but may make franchisees unhappy (Unit 1), it will have an impact on human resources as orders are customised (Unit 2), the cost of the kiosk may need to be financed and be subjected to an investment appraisal (Unit 3), it could be an extension strategy (Unit 4) and it is an example of mass customization or a form of job production (Unit 5).

The six CUEGIS concepts are not mutually exclusive. For example:

• Change can be innovative and ethical
• Culture drives innovation and the ethical stance of the organisation
• Ethics can be influenced by global factors and changes in social attitudes
• Globalisation is both affected by and impact on change and strategy
• Innovation causes change, and is affected by strategy
• Strategy is largely dependent on the organisation’s culture and its ethical stance
• Avoid writing pre-prepared responses. Instead address what the actual question is asking.
• Weak definitions produce descriptive and vague responses. Learn to write definitions for each of the six concepts.
• Don’t use “Organization X” – the essay requires the use of at least one real world organisation and application of real-world examples.
• Find out as much relevant information as you can about a small number of real organisations
• Identify the problems, successes and strategies of your chosen organisations
• Learn and apply the key concepts, using appropriate tools, theories and techniques
• For essay questions that ask for a discussion on the impacts of two concepts on Business Management content (such as the impact of globalisation and innovation on a firm’s marketing mix), it is acceptable to explain that one of these concepts may be of more significance to the organisation than the other.
• To achieve good marks, there must be evidence of critical thinking.
• HL students are expected to draw on their knowledge of HL topics in the syllabus.
• Make sure you understand the assessment criteria
• Provide actual real-world examples about the chosen organisation
• Practice writing CUEGIS essays (answers)
• Time management – ensure you can complete the essay in a timely manner.
• Accurate definitions of the concepts. Students are not expected to memorise the definitions. They should be able to communicate their own interpretation and understanding of these six concepts.
• Areas where the syllabus content links to the CUEGIS concepts
• Choose a real-world organisation
• In general, be mindful of the command term.
• Context links about the company you have been researching
• Consistently demonstrate a clear link between the title question and the content of the essay. Make relevant arguments that address the demands of the question.
• Structure your essay using an introduction, body and conclusion. There should be fit-for-purpose paragraphs throughout the essay.
• Answers must demonstrate a logical flow of ideas, arguments, justification and development.
• Opinions must be justified and substantiated
• It is essential that there is balance in your essay. This means you have to look at the concepts from both a positive and negative perspective.
• Examples of a real business organisation
• In Paper 2 Section C, you must answer one question from a choice of three which includes two of the six concepts. You must use actual real-world examples about the organisation in your answer.
• Read the questions very carefully. Did you choose and or on question? These require a different approach.
• Take 5-6 mins to create a plan because it is essential.
• There is no stimulus material provided for the CUEGIS essay questions, there are merits in adopting a concept-based learning and inquiry approach. Do not memorise the essay.
• This essay does not have a specific word or page limit.

ASSESSMENT CRITERIA:

Students need to understand the assessment criteria in order to write an answer that scores high marks. Many students ignore the assessment criteria, and write almost everything they know about their chosen organisation, without paying much attention to the demands of the essay question. Such an approach only leads to marks being lost unnecessarily.

The assessment criteria consists of 5 parts, each worth 4 marks as follows:

Criterion A – Knowledge and Conceptual Understanding

Students need to show clear knowledge of the two CUEGIS concepts in the essay question and use appropriate Business Management tools , theories, techniques and terminology.

Criterion B – Application

Students must use actual examples of what the chosen organisation does and how it relates to the essay question.

  Criterion C – Reasoned Arguments

This assessment criterion assesses the extent to which students explain their answers and provide substantiated responses.  Students need to ensure their answers are coherent and provide justified reasons in their answers.

  Criterion D – Structure

Students need to use an appropriate structure in their essay. There is one mark for each of the following:

• Introduction – This includes a definition or explanation of the two concepts, plus the introduction to the chosen business organisation.
• Body – It consists around 3 to 5 paragraphs that address the demands of the question. Students must address concepts, content and context to be awarded full marks.
• Conclusion – All good essays end with a justified and substantiated conclusion that answers the question. The conclusion must be based on the evidence or arguments presented and should not include new material.
• Fit-for-purpose paragraphs -students need to ensure each of their paragraphs addresses the essay question. They can use the PEELS (Point, Explain, Examples, Link, Stakeholders) framework on writing these paragraphs.

Criterion E – Individuals and Societies 

This assessment criterion assesses the extent to which students consider alternative perspectives of different stakeholders, written in the context of the demands of the essay question. There are two parts to this assessment criteria:

• Reference to an Individual Stakeholder – CEO, Marketing Director
• Reference to Group Stakeholders – Customers, Employees, Managers, Local community

Students should mention how various stakeholders of their chosen organisation are affected, both in positive and negative ways.

HOW TO EARN FULL MARKS

A: Knowledge and conceptual understanding

• You need to define both of the concepts.
• You need to identify the course knowledge/business theories that relate to the question
• You need to explain the course knowledge/business theories thoroughly and accurately
• Make sure you provide a succinct definition and explanation of relevant concepts in the introduction of the essay.

B: Application

• Make correct links to what the company does related to the different concepts.
• Impress us with your knowledge of the company. A little bit of description is okay, if it can impress us with how much you know about the company.
• Avoid making superficial connections to the business organisation; you should avoid writing vaguely with use of concepts and subject content; use real-world examples, not hypothetical ones.

C: Reasoned arguments

• Make some statements about the company and back them up with course theory and case links (facts about the company).
• Tell us both sides of the argument. Just show the reader (using facts), for example, the ways they have been ethical and how they haven’t been ethical. And then what the overall effects have been, for example on stakeholders.
• Well justified arguments are supported not just by knowledge of the case, but also by knowledge of the course theories and concepts involved.
• Also, don’t forget to link back to the question 2 or 3 times during your writing.
• The worst CUEGIS answers will make vague, one-sided claims, not really convincing the reader that they are experts on this company or that they are experts on any kind of business theories.
• Discussion and evaluation are expected in the CUEGIS essay; counter arguments must be used to guide judgement and a balanced response; provide two relevant and justified arguments for and against for a balanced answer.
• Do not allow the examiner to have the reason to ask “Why?” or “How is this relevant?”

D: Structure

• You will get the marks if you have an introduction and a conclusion and a body section with proper focused paragraphs.
• Write “fit-for-purpose” paragraphs. This means that you must write with clarity, with each paragraph clearly addressing the essay question.
• You might lose marks by having a conclusion that doesn’t seem to really sum things up, or if your introduction is not really explaining the terminology or the concept involved, or if your paragraphs are not focused on certain thoughts.
• Each sentence is a complete thought. But a paragraph is a group of related thoughts. If your paragraphs are about a lot of unrelated thoughts then you will probably lose marks here.
• There must be a proper introduction to the essay (include a brief introduction to the organisation, and definitions of the two concepts in the essay), a body with fit-for-purpose paragraphs, and a conclusion that answers the question.

E: Individuals and Societies

• Explain the perspectives of different stakeholders in a balanced way.
• You must mention both an individual stakeholder and a group of stakeholders.
• There should be some depth to this. Don’t just say “being ethical reduces profits, which owners don’t like.” Go deeper than that. Give us a new insight, beyond the obvious. In fact some owners might really appreciate investing in a very ethical company. They might want to be associated with a company like that. So this could help them grow.
• You should integrate stakeholder perspectives throughout the essay, rather than in a single paragraph towards the end of the essay. Too often, this is done as an afterthought and superficially applied.

CUEGIS Essay Structure

Introduction.

• Business Information
• Identify course content focus
• Thesis statement

Paragraph 1 –

• Main Point (Positive and Negative)
• Relevant concept
• Relevant content
• Stakeholder impact (individual – Entrepreneur /group – employees)
• Supporting examples and evidences

Paragraph 2 –

• Stakeholder impact (individual/group – internal and external)

Paragraph 3 –

• Stakeholder impact (individual/group)
• Summary of main points
• Final view (substantiated)
• Answer the question

The first paragraph is one where you start off with the name of the company. You also introduce the company in terms of the work they do, the business they have, and the scale that they operate at. Then you need to define the main terms that you will be explaining here, after which you give your hypothesis, which is a single statement that gives an answer to your question.

• Provide a brief description of the chosen organisation, even for large multinationals as they are franchised businesses and operate differently in various parts of the world.
• Define and demonstrate understanding of the two CUEGIS concepts – whilst there is no explicit requirement to define any concepts, there are two benefits in doing so:
• It helps the student to clarity their interpretation of the two concepts
• It demonstrates understanding of these concepts to the examiner, and sets the parameters within which the student will discuss the concepts throughout the essay.
• Make the connection between the relevant Business Management content (tools, theories or techniques if mentioned in the essay question).

These paragraphs are the main ones where you address the question directly and also elaborate on the points that you have in mind. You link all of this to certain examples that you have, with the main idea being first to link an experience to one concept and then to the next.  You need to use at least three keywords here and then explain the effect on one stakeholder. Then you need to do the exact same things for another example and another concept. The key terms you use here can include words relevant to your course and related business. These can have a strong impact on the examiner.

• Explain just one point / issue per paragraph – this will make it easier for the student to focus on the argument and to enable their essay to flow better.
• Answers should be well explained and analytical – students must avoid writing descriptive answers and unjustified responses or knowledge claims.
• Use real-world examples. facts, figures and/or evidence that justify the arguments effectively for each point made.
• Apply relevant content from the syllabus, based on the demands of the question. They must avoid oversimplifying or generalising – each point should relate specifically to the chosen business organisation and address the essay question.
• Relevant tools, theories, techniques should be used throughout the essay. By contrast, content that is generic or unrelated to the demands of the essay question will not add value.

In the last paragraph, you need to address the company’s stakeholders. You can explain some conflicts and agreements between their interests. You need to do so by using very clear words so that you can make it very clear to the examiner what you are really trying to say. Then you need to summarise what you said in the main part in a very cohesive and summarised form. After that, you need to talk about the end result of the company, evaluating their success or their failure related to the concept.

• Begin with “In conclusion…” – this helps the student to focus on writing a conclusion to the essay.
• Present a balanced response by using trigger words such as, “However”, “On the other hand”, “Nevertheless” or “Alternatively…”
• Consider alternative perspectives of various groups of stakeholders in a balanced way – remember to include the views of an individual stakeholder or several individuals.
• Provide a judgement, recommendation or opinion – depending on the essay question – rather than avoiding a succinct answer or response to the demands of the question.
• Conclusions should be presented clearly and supported by appropriate examples, data, information, or evidence presented in the essay.

Sample Questions

Unit 1 – Business organisation and environment

• With reference to an organisation of your choice, examine the impact of change and ethics on the organisation.
• With reference to an organisation of your choice, examine how change has influenced business strategy .
• With reference to an organisation of your choice, discuss how globalisation and innovation create both opportunities and threats.
• With reference to an organisation of your choice, examine how culture and ethics impact both internal and external stakeholders.
• With reference to an organisation of your choice, examine how innovation has influenced its growth strategy .

Unit 2 – Human Resources

• With reference to an organisation of your choice, examine how ethics and culture impact on human resource planning.
• With reference to an organisation of your choice, examine how culture and change influence the organisational structure of the business.
• Discuss how globalisation and cultural differences may influence leadership styles in an organisation.
• With reference to an organisation of your choice, discuss how culture influences its organisational strategy .
• With reference to an organisation you have studied, examine how change and culture have influenced employer-employee relations.

Unit 3 – Finance and Accounts

• With  reference to an organisation of your choice, examine how sources of finance influence change and strategy .
• With  reference to an organisation of your choice, examine how innovation and globalisation have influenced its costs and revenues.
• With  reference to an organisation of your choice, discuss the role of profitability and liquidity in formulating business strategy and change .
• With  reference to an organisation of your choice, discuss how innovation and globalisation have influenced its use of finance.
• With  reference to an organisation of your choice, examine how ethics and globalisation have influenced the organisation’s investment decisions.

Unit 4 – Marketing

• With reference to a multinational company you have studied, discuss the importance of innovation and globalisation in the company’s product strategy.
• With reference to one organisation that you have studied, discuss how marketing strategies may different in two cultures that you are familiar with.
• With reference to an organisation you have studied, discuss how change and ethics have influenced the role of marketing.
• With reference to an organisation of your choice, examine how innovation affects its ability to change and evolve.
• With reference to an organisation of your choice, examine the role of globalisation on its above-the-line promotional strategies .

Unit 5 – Operations Management

• With reference to one organisation that you have studied, compare and contrast the importance of innovation and of culture for research and development.
• With reference to an organisation that you have studied, examine how change has impacted on its sustainable business strategy .
• With reference to an organisation of your choice, examine how change and ethics have influenced its production methods.
• With reference to an organisation of your choice, examine how culture and globalisation have influenced its location decision.
• With reference to an organisation of your choice, discuss the role of change and innovation in production planning.

CUEGIS EXAMPLE

McDonalds regularly changes its strategy to keep up with the market demand and also to remain competitive in this large market. Over the last year, it has made many changes, for example, making major changes to its menu. Adding and removing various dishes all around the world. They also plan to add more dishes for breakfast and begin serving ‘healthy’ breakfast, every day of the month!

McDonalds has changed their company a lot according to the culture here in India. Before they decided to enter the market in India, they had decided to omit beef and pork from the menu to aid in preventing the Indian citizens from being offended. Research shows that in 2003, of 100 meals that people ate in a month, only three were eaten out. They introduced a 20 rupees burger called Aloo Tikki Burger, a burger with a cutlet made of mashed potatoes, peas and flavoured with Indian spices. It’s something you would find on Indian streets; it was essentially the McDonald’s version of street food. The price and the taste together, the value we introduced, was a hit. It revolutionised the industry in India. Now eating out has gone up to 9-10 times per 100 meals and McDonald’s in India has more than 320 million customers a year. The entire menu has been customised after extensive market research. Now over 70% of the menu has been changed to vegetarian to cater to customers. Even competitors such as burger king and subway have followed by dropping beef and pork. They have greatly changed the way they plan, make decisions and implement strategies because of the country they are entering.

In ethics, CSR comes into play, which every business must do as part of its social responsibility. In India specifically, to remain ethical, McDonalds has begun investing in an eye care hospital, to create an image that is socially responsible, thus making it stand out from its competitors. However, there are ethical issues with McDonalds as well. People have been fighting for their working rights due to cases such as wage theft, poor management and bad working conditions. Ethical issues with the food also come in. There have been cases where McDonalds have given the cows steroids to make more beef. All of these worsen the image of McDonalds.

GLOBALISATION

McDonalds is a prime example of globalisation. Originating in the USA, and slowly expanding into markets and regions where the concept of fast food was not yet discovered. It targeted the middle class segment since it saw a niche, and kept the same interior design, service, and quality of food throughout the world, generating its amazing brand image. These things allowed seamless globalisation to take place! Making it one of the largest MNC running today.

Innovation is key to remaining competitive. Nearly all the dishes in the menu of McDonalds have been innovated and designed completely by them. Many trends have begun just by McDonalds.These trends aid in creating the brand image of McDonalds, which highly compliment the sales. Back in 2012, McDonald’s in the UK rolled out Happy Meal Play Zones to enhance interaction with customers walking in the outlets. Aimed at making children at the restaurant more active, the system combined projection of images & characters on floors with infra-red technology and cameras for tracking movements. Though with time, such experiences have become common McDonald’s was one of the early adopters of this innovative technique.

They deal with competition by using aggressive marketing strategies. You will never go a day without noticing a sign that leads you to McDonalds or viewing an ad about it. In the 3rd quarter, Steve decided to re-franchise all the franchises in Hong Kong and China covering more than 4000 restaurants in a year. This added more stability in terms of income and revenue while increasing higher returns on the capital invested. Another benefit came in the form of lesser operating expenses and better predictability of rent and royalties.

Frequently Asked Questions (FAQs)

Q1: what is cuegis.

A: CUEGIS is an acronym that stands for culture, ethics, globalization, innovation, and strategy. It is a framework that is commonly used in the IB Business Management course to analyze and evaluate various business-related scenarios.

Q2: How is CUEGIS used in the IB Business Management course?

A: In the IB Business Management course, CUEGIS is used as a tool to help students analyze and evaluate real-world business scenarios. By examining the various factors related to culture, ethics, globalization, innovation, and strategy, students can develop a deeper understanding of the challenges and opportunities that businesses face in today’s global marketplace.

Q3: How can I apply CUEGIS in my IB Business Management exams?

A: To apply CUEGIS in your IB Business Management exams, it is important to first develop a strong understanding of each of the five elements of the framework. You can then use this knowledge to analyze and evaluate the various scenarios and case studies that are presented in the exam. This may involve identifying cultural or ethical issues, evaluating the impact of globalization on a business, assessing the effectiveness of a company’s innovation strategy, or analyzing the strategic decisions made by a company.

Q4: What are the benefits of using CUEGIS in the IB Business Management course?

A: Using CUEGIS in the IB Business Management course can provide a number of benefits for students. It can help to develop critical thinking and analytical skills, as well as an understanding of the broader social and economic issues that affect businesses. It can also provide a framework for evaluating the effectiveness of different business strategies and decision-making processes.

Q5: How can I improve my understanding of CUEGIS in the IB Business Management course?

A: To improve your understanding of CUEGIS in the IB Business Management course, it is important to engage actively in class discussions and participate in group activities and projects. You can also read widely on topics related to culture, ethics, globalization, innovation, and strategy, and use online resources to practice applying the framework to real-world business scenarios. Working with a tutor or study group can also be helpful for reinforcing your understanding of the material.

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CUEGIS Resource Bank

Course curriculum, what does cuegis mean study the cuegis posters..

What, or who, is CUEGIS?

Your IB BM Exam Has A Required CUEGIS Essay Waiting For You

CHANGE POSTER- What Does It Mean In The Business World? Where Is It Happening In Your IA Business? Take Notes In Your Composition Notebook- New Page.

CUTURE POSTER- What Does It Mean In The Business World? Where Is It Happening In Your IA Business? Take Notes In Your Composition Notebook- New Page.

ETHICS POSTER- What Does It Mean In The Business World? Where Is It Happening In Your IA Business? Take Notes In Your Composition Notebook- New Page.

GLOBALIZATION POSTER- What Does It Mean In The Business World? Where Is It Happening In Your IA Business? Take Notes In Your Composition Notebook- New Page.

INNOVATION POSTER- What Does It Mean In The Business World? Where Is It Happening In Your IA Business? Take Notes In Your Composition Notebook- New Page.

STRATEGY POSTER- What Does It Mean In The Business World? Where Is It Happening In Your IA Business?Take Notes In Your Composition Notebook- New Page.

CUEGIS Wordles- Read through the words to expand the possibilities for your IA and the IB May exams

CHANGE Wordle (read the synonyms to get a broader understanding of this concept)

CULTURE Wordle (read the synonyms to get a broader understanding of this concept)

ETHICS Wordle (read the synonyms to get a broader understanding of this concept)

GLOBALIZATION Wordle (read the synonyms to get a broader understanding of this concept)

INNOVATION Wordle (read the synonyms to get a broader understanding of this concept)

STRATEGY Wordle (read the synonyms to get a broader understanding of this concept)

Notebook Assignments: Read & Outline Chapter 6.1 Then Take Notes On The Posts Below (13)

Introduction To The CUEGIS Essay

What Does Each Letter Stand For?

Use Your IA Business In Paper 2 Section C

Sample Prompts For The CUEGIS Essay

What Does K.A.R.S.I. Stand For?

KARSI Rubric: Paper 2 Section C "CUEGIS Essay"

IB Handout: CUEGIS Terms & How They Relate To Textbook Topics (Also Reread The CUEGIS Posters Posted At The Top Of The Menu)

VIDEO: Former IB BM Student Explains The CUEGIS Essay

VIDEO: Dr. B Explains The CUEGIS Memory Picture

Memory Picture: Draw the CUEGIS Gecko (Full Size On A Clean Page In Your Notebook)

Handout: What To Write In Each Of The 5 Essay Paragraphs (Click The Double Arrows In The Top Right Corner To Rotate This Document)

How To Structure Your Paper 2 CUEGIS Essay

Handout: CUEGIS Rubric + Examiners' Scoring Guide (Study These Examiner's Notes For Scoring the CUEGIS Essay. If you know what they are looking for, it's easier to meet their expectations and score more marks.

Prompt #6 Mock CUEGIS Essay

DOWNLOAD & SAVE: 3-Part Deluxe Worksheet Assignment

Prompt #6 Markscheme

Prompt #8 Mock CUEGIS Essay

Prompt #8 Handout

HL Prompt #8 Markscheme

SL Prompt #8 Markscheme

What Is KARSI Assignment: Label & Guess The Scores On A Sample Essay

Handout: Review The CUEGIS Definitions

Exam Tip! How Much Is The CUEGIS Essay Worth On The Exam?

EXAM TIP! Top Ten Examiner Tips For Your CUEGIS Essay

This Is How The Examiners Create The CUEGIS Prompts (Click The Double Arrows In The Top Right Corner To Rotate This Document)

Review What K.A.R.S.I. Stands For Before Reading The Sample CUEGIS Essay

Read This CUEGIS Essay Then Study The Included Examiner's Scores & Justifications

Now You Try It- Label The KARSI Elements and Guess The Examiner's KARSI Scores (Printed Copies Available In Class)

Check Your KARSI Assignment With This Markscheme

Read All Sample KARSI Essays - 1) Read 2) Look At The Scores 3) Study The Examiner's Justification 4) Learn From The Mistakes

DD & MB (This Prompt Requires 2 Companies)

Prompt #7 Mock CUEGIS Essay

PROMPT #7 HANDOUT

Prompt #7 Markscheme

Worth Noting: Your CUEGIS Essay Is Scored Just Like Your HL Paper 1 Section C Answer

Your Final IB BM Grade In The Grade Book = CUEGIS

Please Prepare Your Composition Notebook

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How to Write a CUEGIS Essay

Table of contents

As a college student pursuing business management, you’ll be asked to write a CUEGIS essay, which accounts for 10% of your overall score.

A CUEGIS essay requires you to apply the concepts of change, culture, ethics, globalization, innovation, and strategy to a real-world business situation. This essay type requires you to think critically about complex issues and synthesize multiple perspectives to develop your own reasonable point of view.

Like an argumentative essay, you will need to take a position on one of the above topics and support your position with evidence.

What should be in a CUEIGIS Essay

A CUEGIS essay should focus on one of the following concepts: Change, culture, ethics, globalization, innovation, or strategy. When brainstorming ideas, find an angle that will allow you to critically analyze the topic in relation to your organization of choice.

How many words should a CUEGIS essay be?

There is no set word count for a CUEGIS essay. However, your essay should be around 1,000 words as a general guideline. If you need more or less space to discuss your topic adequately, adjust your word count accordingly.

What are the CUEGIS concepts

There are six major concepts you can focus on when writing a CUEGIS essay:

• Globalization;
• Innovation;

You’ll need to choose one concept on to base your essay on. Let's review each concept and the angles you can take when writing an essay about any of them.

In business, change is inevitable. Whether it’s a change in leadership, a change in the economy, or a change in technology, businesses must always be prepared to adapt. Change can be difficult to manage, but it is essential for survival.

When approaching a CUEGIS essay from the perspective of change, find out how the organization has responded to changes in the past – what strategies were successful? Which ones failed and why?

What does ‘change’ mean in CUEGIS?

Change refers to the new ways businesses must adapt to survive and thrive in a dynamic world. It can also refer to how businesses must adapt their practices to stay ethical and responsible. Change can come from within a company (innovation) or external forces (globalization).

An organization’s culture refers to the shared values, beliefs, and norms that guide employee behavior. Culture is influential because it shapes how employees interact with each other and customers. It also affects employee motivation and satisfaction.

When writing about culture in a CUEGIS essay, you might discuss how cultural differences can lead to misunderstandings between employees and customers. You might also talk about how an organization’s culture can impact its ethical standards.

Ethics are moral principles that govern an individual’s or organization’s behavior. In business, ethics help to ensure that employees and organizations act responsibly.

When focusing on ethics in a CUEGIS context, you might discuss how ethical considerations affect organizational decision-making. For instance, you might talk about how a company may choose not to develop a particular product if it could harm consumers.

Globalization

Globalization refers to the process of operating across national borders. In a globalized world, businesses must be able to compete with firms from all over the world. This often requires companies to adopt new technologies and strategies.

When writing about globalization in a CUEGIS essay, you should discuss how it has affected different businesses. For instance, you could talk about how globalization has increased competition for a company.

Innovation refers to the introduction of new ideas or products into an organization. Innovation can be disruptive (can upend existing business models) or incremental (can improve existing products or processes).

When focusing on innovation, you can discuss how it has affected your organization of choice. For instance, you might talk about how Apple’s iPod disrupted the music industry or how Amazon’s Kindle changed how we read books.

A business strategy is a plan for achieving specific goals within a specific timeframe. Strategies are important because they provide guidance and direction for businesses as they strive to achieve their goals.

If your CUEGIS essay focuses on strategy, you can discuss how different businesses have approached strategic planning.

For example, you might talk about why some companies focus on short-term goals while others focus on long-term goals. You might also discuss how company culture can impact strategic decision-making.

How to write a CUEGIS essay in 8 steps

Here’s a step-by-step guide on writing a CUEGIS essay.

1. Choose a real-life business organization

The first step to writing a CUEGIS essay is to choose a real-life business organization to focus on. This can be any organization, such as a corporation, small business, non-profit organization, etc.

Some examples of organizations you can write about include Apple, Google, Coca-Cola, Amazon, and Walmart.

2. Research the chosen organization

The next step is to do extensive research and find as much information as possible about the chosen organization. Your research should include finding out the organization’s history, structure, culture, and current issues.

While researching, try to find primary sources (such as interviews with employees or executives) and secondary sources (such as news articles or academic journal articles) published about the organization.

3. Choose a specific topic to focus on

Once you have chosen an organization and done your research, it’s time to choose a specific topic to focus on. The topics you chose should be within the realm of change, culture, ethics, globalization, strategy, or innovation.

For instance, you can choose an organization like Apple and analyze it in terms of organizational change, corporate culture, business ethics, globalization of its business operations, strategic management decisions, or innovation within the organization.

You can focus your essay on one of the above topics or diversify to two.

4. Identify business management concepts, techniques, and theories

To write an effective CUEGIS essay, you’ll need to use various business management concepts, techniques, and theories to analyze the chosen organization.

For example, if you are focusing on organizational change within your chosen company, you may want to discuss Lewin’s three-stage model of change or Kotter’s eight-step process for leading change.

5. Develop a thesis statement

After researching and identifying the business management theories, it’s time to develop a thesis statement. Your thesis statement is a statement that shows your position on the chosen topic about the organization in question.

For instance, if you are discussing organizational change at your chosen company, your thesis statement might be, “Despite resistance from employees, XYZ Company should implement changes suggested by consultant ABC to increase profits.”

6. Write an outline

Once you’ve developed your thesis statement, it’s time to create an outline of your essay.

Your outline should include an introduction paragraph, at least three body paragraphs, and a conclusion paragraph. In each paragraph, you’ll want to highlight the main points of your topic and provide evidence from your research to support your claims.

Here’s the ideal format you need to follow to write an effective CUEGIS essay:

Introduction.

• Introduce the organization’s name, its background, the industry it serves, the type of business, and its scale of operations.
• Mention the concepts, theories, or techniques you’ll use to analyze your chosen organization.

1st paragraph

• Define and give more information about the chosen topic, concepts, techniques, or theories.
• Highlight the organization’s significant experiences.
• Link the concept or theory to the organization’s experiences.
• Write a thesis statement that highlights your stand or point of view.

2nd paragraph

• Give specific information about the chosen topic.
• Elaborate on the organization’s major experiences.
• Explain the effects of these experiences on key stakeholders.

3rd paragraph

• Explain how the organization has addressed the topic in the past.
• Explain how the organization could address the topic in the future.
• Explain conflict and agreement between key stakeholders.
• State the end result.
• Evaluate the organization’s success or failure.

7. Write the first draft

Now that you have an outline, it’s time to start writing the first draft of your essay. When writing, include your thesis statement in the introduction paragraph and refer back to it throughout the body paragraphs.

Remember to explain each point extensively and support all your claims with evidence. The first draft does not need to be perfect; it’s just meant to get all of your thoughts down on paper.

8. Edit and revise

Once you’ve finished writing your first draft, it's time to edit and polish it before submitting it to your professor. The best thing to do before editing an essay is to put it away for a while and take some time to clear your head.

After a few hours, come back to your first draft and revise it for clarity— check for grammar, punctuation, and spelling errors. To save you time and help you edit more effectively, you can use an editing tool like Grammarly.

Final thoughts

Writing a CUEGIS essay is among the college tasks that will help you develop your ability to think critically. This is because when writing this type of essay, you’ll need to synthesize the information gathered to form your own original insights and perspectives.

However, once you have the right resources to gather enough information about your chosen organization, writing the essay becomes a walk in the park. Follow the above steps and approach your essay methodically to write a winning CUEGIS essay.

Need help? Writers Per Hour can help you write a CUEGIS essay. From finding the right topic and doing research to outlining, writing, and editing, we have a team of experts who can help you deliver a high-quality, 100% original essay on time.

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Other than paper and exam training, our tutors can also help CUEGIS essay planning, IA and RPAP essay guide. Due to lack of knowledge and hectic IB life, students normally find it struggling and extremely time consuming in preparing this thousands of words essay. Our business tutors help from brainstorming ,planning , organising , evaluating and finally proofreading the whole work, and we have helped over 500 students worldwide to get level 6 or above in this area, we believe we can help you the same way! The following videos show the marking rubrics and strategy to get level 7 in IB Business IA and CUEGIS essay. If you need extra help, you can always register a TRIAL lesson with us! 

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IB Business: CUEGIS Question Work Packet

Subject: Business and finance

Age range: 16+

Resource type: Worksheet/Activity

Last updated

12 February 2020

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The IB Business Management course places great emphasis on the six “CUEGIS” concepts: Change, Culture, Ethics, Globalization, Innovation, and Strategy. Accordingly, paper 2 of the official IB examination contains an entire section, section C, in which students must discuss two of the CUEGIS concepts with reference to an organization of their choice. The resulting essay represents a significant percentage of the student’s final IB grade for the course.

This resource is a multipage packet specifically designed as structured preparation for the CUEGIS question. It explains the nature of the CUEGIS task, then guides students through the choice of an appropriate organization (in my opinion, an unwise choice can be costly in terms of exam results).

It then suggests some basic search strategies to assist students in finding more information about their chosen organization. Last, there are several pages which students can use to make notes about the organization, organized according to the CUEGIS terms.

Suggested use: duplicate and pass out 1 copy of packet to each student. Guide them through the first page, then allow class time to choose an organization. I recommend discussing the choice with individual students. After making a choice (some teachers advocate preparing more than one organization but in my opinion this is an unwise use of limited study time), give them additional class time to make notes; perhaps 2-3 hours. Float to keep them on task.

At our school we use this resource in conjunction with Level7’s “50 CUEGIS essays” resource, which provides examples of well written essays and teaches the marking criteria in more detail.

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