Professional Documents
Culture Documents
Foreword. .
II
Acknowledgements
III
UNIT1
UNIT2
17
UNIT3
Operations .....
39
UNIT4
Marketing .............
59
UNIT5
77
UNIT6
Leadership .
91
UNIT7
Information Systems ..
97
UNIT8
115
UNIT9
Programming ....
127
UNIT10
143
UNIT11
151
Project
159
References
Table of contents .
161
their prospective courses. The contents of our English for Science Professions
have been designed for high, intermediate and beginner level students who are
supposed to be already familiar with the basic and common structural patterns of
the language. We believe it aptly fits with our students of the Preparatory Year
who have now emerged from their past experience of General English ready to
embark on a more advanced and specialty-oriented learning experience in their
academic life.
The book focuses on important terminologies that are commonly used in
academic business and information technology courses. Key concepts and theories
are covered in from the two disciplines, giving students an opportunity to familiarize
themselves with what they can expect in their respective majors. Reading and writing
are the main skills that are covered in this course.
Pictures and illustrations are used to provide students with a clear
understanding of the course material. Each UNIT is divided into four parts. The first
three parts constitute material related to the discipline. The fourth part of each UNIT
contains either four or five exercises to test students abilities and understanding of
the material. At the end of each chapter, there is a glossary of the most important
words required for the students. The students are responsible for filling in the
definitions and any notes.
The English focus section at the end of each UNIT is crucial for enhancing the
students abilities in writing and academic research. The sections are developed
based on the difficulties faced by students in their disciplines. At the end of the book,
a group project should be carried out throughout the semester. Each UNIT
contributes to the completion of this project. It is left to the teachers discretion on
whether lower level students will participate in the project.
II
His book came to fruition through the efforts of the English Language
Department and the Deanship of the Preparatory Year Programme at
the University of Dammam in collaboration with the faculty of the College of Business
Administration.
ESP Committee
T
I
III
GETTING STARTED
Key Terminologies:
Classify
Income
Multinational
Intangible
Literature
Analysis
Process
Annotate
Business
Employees
Customers
Overestimate
International
Outcome
Transformation
Unlimited
Nondurable
Competitive
Subcontractor
1.1.Vocabulary
we would not be where we are today. Have you ever thought of what life would be
like without doing business? Business is a part of
our nature as people. Imagine you were on an
Island with another person. You have some food
but no water, and he has some water but no food.
What would you be inclined to do?
Business is pronounced
biz-nis, not busy-ness.
The word business
predates 950 A.D. and
comes from the Old English
word Bisignes.
Business has been around as long as man walked the earth. Without business,
Non-count
.
.
GETTING STARTED
TERMINOLOGIES
English for Science
Professions
Terminologies, the study of words and their use, are important in business.
There are many words that we use in business that can be used in many other ways
and have different meanings. This is why it is important to learn how to understand
the meaning of a word from its context. Before we start learning about business, we
will learn techniques to breaking down the meaning of words from context.
Look at the word investment. What does investment mean? Here is an
example: Buying gold is a good investment because the value of gold is going up.
How can we understand the meaning of the word investment from this sentence?
Cooperate
Co: A prefix (comes before the base word)
that means with or together.
Operate: the base word that means to
work, use, or do something.
Activity
International
Intangible
Organization
Outcome
Management
Income
Overestimate
Nondurable
Unlimited
Subcontractor
Competitive
Multinational
Ownership
Look at the words in the practice box above. What do they mean? Use a
dictionary, or go to www.dictionary.com, to find the meanings of these words. Try to
Transformation
form sentences with these words and share it with your class.
Reading!
Wal-Mart is reported to be the second largest company in the world and is
second only to Exxon-Mobil based on revenue. The company has reported sales
which amounts to a larger number than the GDP of countries like Norway. This
comparison of Wal-Mart as a company to countries of the world exemplifies the
magnitude of the corporation. In comparison to competitors, Wal-Mart recorded sales
higher than Target, K-Mart, and Sears combined. William Cody reported that WalMarts day after Thanksgiving sales were $1.5 billion, which is higher than the GDP
of 36 countries. Wal-Mart also employs 1.7 million people which makes it the second
largest employer in the United States, the first being the government. The work force
of the company is larger than General Motors, Ford, and IBM combined. It is
estimated that 138 million people shop at Wal-Mart every week. Wal-Marts annual
sales were reported at $285.5 billion in January 2005.
The Wal-Mart business model is about higher sales volume and technological
innovations coupled with lower labor costs. The company achieves higher sales
volume by offering low prices, which reduce costs by two effective methods, a more
effective distribution system and low labor costs. Wal-Mart has a high employee
turnover and this is used to the companys advantage as high turnover means that
more employees do not qualify for benefits. In order to sustain low price, the
GETTING STARTED
company has to reduce supplier costs. Wal-Mart revolutionized supply chain
Writing
Write down a full definition of business.
3. Based on the passage, roughly how much does Wal-Mart contribute to the
American Economy? (HINT: You have to calculate the answer based on the details given
in the passage)
5. Complete the sentence: "Wal-Mart made more money in one day than
.. made in one year. (HINT: The passage shows a
Employees
Managers
Intangible
Tangible
Income
GETTING STARTED
It is important to know your subject before you begin writing. Ask yourself the
question, what am I writing about? Are you supposed to be defining, explaining,
analyzing, or arguing? Are you supposed to research, report, or interpret? What are
the limits of your paper?
Knowing who is going to read your paper is an important step to writing. Ask
yourself questions about your audience. Who is going to read your paper? (Most
likely your teacher), who is supposed to read it? You should find out what is
expected of your paper. What do you know about your readers? What will they look
for?
Purpose
Research
Subject Analysis
Format
Audience Analysis
Writing
Style
Fig 1-1
The Writing Process
At this level, you are expected to learn academic writing for business and
for business.
Example
information technology studies. We will only cover the basics of academic writing
How should you start writing this paper? You should stop, think, and ask
questions before you start writing.
The first step in the writing process is to identify the subject. Ask the teacher
for details. Ask what the purpose of the paper is, are you supposed to explain what
businesses do? Are you supposed to define the term business?
The second step is the format. How should I format this paper? APA style?
MLA? Chicago? What font should I use? The size? Double-spaced?
The third step is to identify the audience. You know that your teacher is reading
this paper, but is this paper supposed to be written for someone else? What sort of
research do I need? Should I cite the textbook? Should I research on the Internet?
When these questions have been answered, you will have a clearer view of
how to start your paper.
GETTING STARTED
The first step in reading should be to skim (quickly read) the article or material.
Skim reading is simple, read the titles and sub-titles, first and last sentences of every
paragraph, and any caption, figure, or table. Write down some notes on what you
read.
After you have skimmed the material, start reading carefully. Look for details,
examples, and main ideas. Annotate and take notes in the reading. Highlight or
underline important points or examples. Look for specific information that explains
ideas or theories. Take note of words you do not know, and look these words up in
the dictionary. Use your notebook to create a summarized guide to this reading.
The PC industry has faced a decline in profitability even though the industry
has seen growth over the observed years. Increasing competition is a cause of
reduced profitability. Since the costs of production and distribution have substantially
decreased due to many factors, such as economies of scale, the industry has
attracted a lot of competition. The PC industry is one that requires fast change and
constant upgrades since new technology is invented and old technology is improved
upon in a matter of months. Therefore, the prices of the products devalue as new
products and technology enter into the market and this reduces the profitability of the
firms present.
Industry information
Thesis Statement
Changes in Costs
With more companies indulging in a wider product and service selection, the
competition has become fiercer. This industry relies heavily on effective channels of
distribution, and many firms face problems with perfecting their business model to
The problem with the PC market is with the major competitors within it. Many
of the competitors lack a flexible and efficient business model that creates value.
Research and development plays an important role in the industry. Research and
development are undertaken by the two largest processor manufacturers in the
supply chain. Therefore, the companies in the industry are given low cost parts and
low cost labor, which should increase the profit margins. However, the companies
are experiencing losses in profitability due to their inability to out-perform Dell. This
is due to the effectiveness and efficiency of Dell's business model.
Problems with the PC market
Dells strategy
10
GETTING STARTED
was chosen for review by the author. The author should provide background
Source: Lambert _Pandraud, R., & Laurent, G. (Sep. 2010). Why Do Older
Consumers Buy Older Brands? The Role of Attachment and Declining
Innovativeness. Journal of Marketing, 74(5), 104-121. Doi: 10.1509/jmkg.74.5.104
Literature Review: The authors studied how age affects consumer behavior
specifically based on perfume products. They found that younger consumers have a
greater tendency to change their preferred brands to newer products and brands.
They behave innovatively, with frequent changes.
consumers tend to remain attached for a longer period to the same preferred brand.
They found that among all ages, some consumers frequently change their preferred
brand, whereas others remain attached to it for long periods. This implies that older
consumers are attractive targets because they likely remain attached to a brand
longer. This research is important for consumer research because it shows how age
affects buying power.
11
10.1287/mksc.1090.0506
to technology product. This suggests that consumer behavior differ based on the
product being taken into account. They found that consumers would delay purchasing
a technology product in anticipation of declining prices. They also found that
consumers compare the prices as well as the quality of all similar technology products
before purchasing. They found a complementary relationship between three
categories-personal computers, digital cameras, and printers. Consumers acted
differently with technology products because of perception of price decline. This
research is important because it shows that there is no one consumer behavior
pattern for all products, but rather consumer behavior changes depending on what
the product is.
12
GETTING STARTED
1.4. Exercises
Exercise 1: Short-Answer Questions
1. What is the writing process?
Exercise 3: Terminologies
Search for the terminologies in the chapter to fill in the blanks for the following
passage:
Wal-Mart is an company that operates in the
industry in America and Europe. Wal-Mart is reported to be
the second largest company in the world because of its By
using technological Wal-Mart is able to beat their competition.
Another method that they use to costs is by not keeping
employees working at Wal-Mart for a long time, this is known as employee
13
1. Find a word in the reading passage that is similar to the word sales.
3. What is the second largest company in the world according to the passage?
14
GETTING STARTED
15
Definition
Notes
English Focus
because of the time it takes to complete this process properly. If you master the tools
that can help you improve your writing, you will find your assignments easier and will
complete them faster.
While reading and studying, make sure you take a lot of notes. Notes can
reduce the time it takes to write your assignment. When you read or study, group
your notes into main ideas, topics, or connections that you find within the material.
Do not forget to record your citations (author, year, title, publication source, and page
numbers). You want to make sure that you avoid any kind of plagiarism.
Look for connections and trends in your notes. Build on ideas that you have
developed from the course and the notes you took in class. Consider how you can
use them to develop a topic that interests you. Academic writing should be clear and
provide the readers with a well-stated purpose.
Look at the terminologies covered in this chapter; can you construct a few
paragraphs using those words? Try to use the different forms of these words while
writing. Ask your instructor for help if you have difficulty using these words correctly
while writing.
16
Ownership
Public Company
Private Company
Liability
Organization
Structure
Hierarchy
System
Sole Proprietorship
Chart
17
Partnership
Stakeholders
Shareholders
Resources
Resource Allocation
Layers
Functional
Frontline
Management
to start a business, one of the first decisions you will have to make is what type of
business to open. You should consider several factors before you open a business,
especially if you are not planning on going into business alone.
Starting your own business can be a rewarding experience. Before you decide
Ownership
Public
(Government)
Private
For-Profit
Limited
Liability
Non-Profit
Unlimited
Liability
Sole
Proprietorship
Partnership
Fig 2-1
The types of ownership
Figure 2-1 shows basic types of ownership. The types of ownership can be
different based on the laws of the country that you decide to operate in. Companies
are either public (or governmental) or private. Public, or governmental, companies
are owned and operated by the government. Private companies are not owned by
the government, and are operated by people who are not representing the
government.
18
Non-profit organizations are companies that use their profits for their services
instead of their investors. Non-profit organizations often get support from the
government. For-profit organizations are businesses that are started to make money
for investors.
Limited liability companies are protected by the amount of money they have
invested into the business. This means if the company owes money, the owners cant
lose their personal property, like their cars or houses. Unlimited liability companies
are not protected. A sole proprietorship, or sole trader, is owned by one person. A
partnership is owned by two or more people who share in the profits.
9. When Kareem went into debt and owed the bank money, they took his
business and everything that he owned, including his own house. Why can
the bank do that?
19
different. For example, an employee has different interests than customers, but both
of them are stakeholders in a company. Do not get confused between stakeholders
and shareholders. Shareholders are people who own a part of the company. In other
words, they share ownership. Shareholders are always stakeholders, but
stakeholders are not always shareholders.
company. The types of stakes, or interests, that they have in the company are
Employees
Customers
Distributors
The
Firm
Creditors
Suppliers
Shareholders
Local communities
Fig 2-2
Stakeholders
20
Look at the descriptions below and choose the words that describe
the company
Public
Private
Limited Liability
Unlimited Liability
Non-Profit
Non-Profit
Partnership
Sole Owner
Ahmad and Naif own a company that sells fast food. Ahmad owns 40% and
Naif owns 50%. At the end of the year, Ahmad will take 40% of the profits and Naif
takes 50%.
Omar started a business that sells clothes. At the end of each month, Omar
takes the money he earns and uses it to feed the poor.
Yahya works for a company that his father started. After 5 years, his father
gave him a share of the company.
Khalid took a loan from the bank to start up his company. After 2 years, the
bank took back Khalid's house and car because he could not pay the company back.
Ahmad and Zaid bought a business together. They took a loan from the bank
and could not pay it back. The bank only took their business because they couldn't
pay the loan.
21
Fill in the blanks with the words provided below. (Verb Usage)
Planning
Identify
Prioritize
Affected
Analyze
have in your company to figure our what their interests are. The third step is to
.. the importance of your stakeholders by choosing the ones who have
the biggest interest in your business. It is important to follow these steps when you
are .. for new projects.
22
23
Fig 2-3
Organizational Structure
24
Reading!
TYPES OF ORGANIZATIONAL STRUCTURES
Businesses are organized in different ways based on their goals.
Organizational structures can be different from company to company. A type of
structure used in a small company may not work in a large company; in fact, it may
even hinder its progress to achieving its goals. There are many types of
organizational structures, but the most common types are functional, divisional, and
matrix.
Functional structures group each part of the organization based on their
purpose. For example, the marketing and advertising employees will be placed in a
marketing department because they have similar functions. The finance and
accounting employees will be placed in the finance department because they have
similar functions. This type of structure works well with small, medium, and large
companies. The functional structure is very popular, but may have some faults.
Communication can become difficult between departments, especially if the
organization follows a rigid hierarchy. In a rigid hierarchy, employees must report
to their immediate managers and cannot go above them. If an employee has a
25
problem with his salary, he has to report this problem to his manager in his own
department and he cannot go straight to the finance director.
For example, a car manufacturing company may divide the business into engine
manufacturing, assembly, etc. Divisional structures are often used in large
companies. As with the functional structure, divisional structures are limited by
communication.
26
Top
Matrix
Overlapping
Structures
Function
with
this
type
of
structure
is
that
it
creates problems
with
.. jobs.
CEO
CEO
Finance
Production
Fig 2-4
Functional Structure
Marketing
Healthcare
Lighting
Products
Consumer
Lifestyle
Fig 2-5
Divisional Structure
Fig 2-6
Matrix Structure
27
Look at the diagram on the right. Each box in the picture shows a position in
others. For example, the second layer of the picture shows one manager with five
employees who report to him. This manager has a wide span of control. The
manager in the fourth layer has only three employees who answer to him; he has a
less span of control.
the company. Some positions have more employees that answer to them than
Fig 2-7
Span of Control
28
Test yourself
29
Fig 2-8
Allocation of Resources
Process
Science
Art
Allocation
Allocated
Human
Verb
allocate
hire
.
.
.
.
.
.
spend
provide
create
organize
Fire
pay
transfer
sell
.
.
Reading!
In 1943, Abraham Maslow published a theory of motivation (the desire to
complete a task) in the Psychological Review journal (issue 50, 370-396). Maslow
described five levels of needs that every person requires in order to be motivated to
complete a task. The most basic need is known as the physical needs (sometimes
referred to as physiological needs). These needs are the things we need to survive,
like food, water, shelter. Once these physical needs are satisfied, the need for
safety arises. If a person does not feel safe, then he will not be motivated to do his
job.
After satisfying the need to feel and be safe, people desire social interaction.
Social needs are the need to be around other people, communicate, and socialize.
After fulfilling social needs, people require self-esteem to do their jobs. Self-esteem
refers to the way people feel about themselves. If a person feels that his job makes
31
him look bad, he will not feel motivated to perform well. After gratifying self-esteem
needs, people reach the highest level of motivation in the hierarchy, which is self-
actualization.
for managers to create intrinsic motivation in their employees because they cannot
simply give it to people. An artist who paints for money is not motivated in the same
way as an artist who paints because he loves painting. Both artists may be
motivated, but one is motivated by extrinsic rewards while the other is motivated by
intrinsic rewards.
Maslows hierarchy of needs can be used for personal and professional uses.
How can you apply Maslows hierarchy of needs to yourself and your education?
Fig 2-9
Maslows Hierarchy of Needs
32
2. What is a self-actualization?
Self-Actualization
Self-Esteem
Safety
Social
Motivated
4. Nourah does not like the people she works with, so her
needs are not met.
5. Abdullah was given a hardhat when he started his new job as a construction
worker, his needs are met.
6. Aisha paints on her free time because she enjoys it, she has reached
33
2.4. Exercises
Exercise 3: Terminologies
Search for the business terminologies in the chapter to fill in the blanks for
the following passage:
Many people these days want to become and influence
employees. Nobody wants to stay as just an employee all his life. Many businesses
have an organizational that allows employees to move upwards and
become a part of Some of them may become
34
4. In your opinion, which of the three structures is better to use for a small shop
that sells groceries, a fast food restaurant, an international car manufacturer,
and an oil company?
35
answer).
4. What is self-esteem?
36
Word
Ownership
Public Company
Private Company
Liability
Organization
Structure
Hierarchy
System
Sole Proprietorship
Partnership
Stakeholders
Shareholders
Resources
Resource Allocation
Layers
Functional
Frontline
Management
Chart
37
Definition
Notes
English Focus
ideas. Paraphrasing is the best method to use when you want to write a paper using
sources. In academic writing, you should reduce the number of quotations in the
paper. The easiest way to do this is to paraphrase. However, paraphrasing can be
difficult if you do not practice. It is easy to fall into plagiarizing if you are careless
while paraphrasing.
Switch or change a few words in someone elses sentence and use it in your
own paper (this is considered plagiarism and is very easy to catch).
Paraphrase without citing the source. Even if you write a persons ideas in
your own wording, you have to source where you took the information.
Otherwise, you have plagiarized.
Use exact wording without quotations. If you use an authors exact words, you
must use quotations.
Plagiarism can get you kicked out of university or fired from a job.
Plagiarism is stealing.
If you use common knowledge without sourcing, it is not plagiarism.
Read the original passage several times until you fully understand it. Look up
words that you do not know.
Cover the passage and write it down from memory as if you were explaining it
to your friend.
Compare what you wrote to the original and check whether you have
accurately represented the information without copying the text.
38
OPERATIONS
Key Terminologies:
Productivity of Labor
Productivity of Capital
Continuous Flow
Production
Just-in-Time
Jidoka
Poka Yoke
Supply Chain
Economies of Scale
Productivity
Customer
Labor Intensive
Time Consuming
Efficiency
Kaizen
39
Operations
Raw Materials
Job Production
Batch Production
Define operations
Explain Gantt charts
Understand production types
Explain efficiency
Define supply chain management
Total Quality
Management
3.1. Production
services. It is the process of converting raw materials into a final product or service.
Operations follow an input-transformationoutput model. Inputs are the raw materials that are
used to create the final product. Transformation is
the process of converting inputs into outputs, the
final product or service. This model, inputtransformation-output, is a simple form of an
Fig 3-1
Operations Model
project. Programs like Microsoft Project can help you plan and follow your projects.
Read more about project management at www. pmi.org
40
OPERATIONS
Time frame
Activities
bar
Fig 3-2
Gantt chart
INPUTS
Materials
Raw Materials
Purchased Parts
Supplies
Energy
People
Workers
Technicians
Supervisors
Managers
Maintenance
Custodial
Equipment
Land
Buildings
Machines
Tools
Office Equipment
Computers
TRANSFORMATIONS
Physical
Locational
Storage
Exchange
Informational
Educational
Attitudinal
Physiological
OUTPUTS
Products
Services
Table 3-1
Examples of the Operations Model
41
1. Saudi Aramco.
2. SABIC.
3. Saudi Airlines.
Writing!
Using the words in table 1, describe the operations process for a
computer manufacturer.
42
OPERATIONS
Production, from the verb produce, is the process of producing the final
products (outputs). There are many different systems of production used in
businesses. In this section, we will look at three types of production (1) job production,
(2) batch production, and (3) continuous flow production.
are
customized
to
the
customers
Fig 3-3
Job production
Each product may be different from the other as it is built after the order is placed.
43
Fig 3-4
Batch production
produce
products.
The
concept
of
Fig 3-5
Continuous flow production
..
..
..
..
..
44
OPERATIONS
45
3.2. Efficiency
cost. In technical terms, efficiency is using less input to create more output. We can
simply say that efficiency is doing things right. In operations management, efficiency
refers to keeping the cost of production as low as possible to receive the highest
profits while maintaining quality. Effectiveness is completing the tasks that help you
fulfill the organizational goals. We can also say that effectiveness is doing the right
Efficiency is the process of getting work done with minimum waste, effort, and
things.
Productivity is the measure of efficiency.
Productivity is the output produced by a given
input (=Output/input).
Productivity of labor is the unit output
divided by the measure of labor input (=Unit
output/ labor input).
Productivity of capital is the sales divided
by the total capital invested in the business
(=Sales/total investment).
Fig 3-6
Efficiency
46
OPERATIONS
the supplies needed to manufacture the product arrive on time for the product to be
processed.
Jidoka is another Japanese quality control method that involves the automatic
identification of a defect in the manufacturing process and stopping production until
the fault is fixed. Every machine or worker is provided with the ability to immediately
stop the production once a fault is detected.
47
a. Error Proofing
2. Jidoka
.....
b. Continuous improvement
3. Poka Yoke
.....
c. Customer focus
4. Kaizan
.....
d. Identify defects
5. Effectiveness
.....
6. Efficiency
.....
7. Just-in-time
.....
8. Productivity
.....
Reading!
Six Sigma, Kaizen, Lean, and other variations on continuous improvement can
be hazardous to your organization's health. While it may be heresy to say this, recent
evidence from Japan and elsewhere suggests that it's time to question these
methods. Admittedly, continuous improvement once powered Japan's economy.
Japanese manufacturers in the 1950s had a reputation for poor quality, but through
a culture of analytical and systematic change Japan was able to go from worst to first.
Starting in the 1970s, the country's ability to create low-cost, quality products helped
them dominate key industries, such as automobiles, telecommunications, and
consumer electronics. To compete with this miraculous turnaround, Western
48
OPERATIONS
companies, starting with Motorola, began to adopt Japanese methods. Now, almost
every large Western company, and many smaller ones, advocate for continuous
improvement.
But what's happened in Japan? In the past year Japan's major electronics
firms have lost an aggregated $21 billion and have been routinely displaced by
competitors from China, South Korea, and elsewhere. As Fujio Ando, senior
managing director at Chibagin Asset Management suggests, "Japan's consumer
electronics industry is facing defeat. Similarly, Japan's automobile industry has been
plagued by a series of embarrassing quality problems and recalls, and has lost
market share to companies from South Korea and even the United States.
Looking beyond Japan, iconic six sigma companies in the United States, such
as Motorola and GE, have struggled in recent years to be innovation leaders. 3M,
which invested heavily in continuous improvement, had to loosen its sigma
methodology in order to increase the flow of innovation. As innovation thinker Vijay
Govindarajan says, "The more you hardwire a company on total quality management,
[the more] it is going to hurt breakthrough innovation. The mindset that is needed, the
capabilities that are needed, the metrics that are needed, the whole culture that is
needed for discontinuous innovation, are fundamentally different."
So should we abandon continuous improvement? Absolutely not! It has
created tremendous value and still drives competitive advantage in many companies
and industries. But perhaps it's time to nuance our approach in the following ways:
Customize how and where continuous improvement is applied. One size
of continuous improvement doesn't fit all parts of the organization.
Question whether processes should be improved, eliminated, or
disrupted. Too many continuous improvement projects focus so much on gaining
efficiencies that they don't challenge the basic assumptions of what's being done.
Assess the impact on company culture. Take a hard look at the cultural
implications of continuous improvement. How do they affect day-to-day behaviors?
Read the full article: http://blogs.hbr.org/ashkenas/2012/05/its-time-to-rethink-continuous.html
49
a.
b.
c.
d.
a. The author thinks that the Japanese methods do not work in U.S.
businesses anymore.
b. That companies are too obsessed with continuous improvement.
c. That continuous improvement is a Japanese idea.
d. That we should abandon continuous improvement.
3. Which of the following is not a recommendation from the author?
a.
b.
c.
d.
4. Which of the following would be a good topic statement for this passage?
a.
b.
c.
d.
50
OPERATIONS
External
Distributors
Internal
Functions
External
Suppliers
Dairy
Cardboard
Label
Plastic
Farm
Container
Company
Container
Manufacturer
51
Manufacturer
Paper
Plastic Film
Chemical
Company
Mill
Company
Plant
Grain
Lumber
Chemical
Farmer
Company
Extraction Plant
Fig 3-7
Supply Chain for a Dairy Plant
Tier One
ARAMCO
Tier Two
Tier Three
Tier Four
Writing!
English for Science
Professions
Explain and describe the supply chain for a fast food restaurant like
McDonalds.
2. Tamimi
3. Toyota
4. Toshiba Laptops
5. Clothing retailer
6. Book publisher
52
OPERATIONS
.....
a. An idea
2. Value Added
.....
3. Consumer
.....
4. Raw Materials
.....
5. Conception
.....
6. Process
.....
53
3.4. Exercises
Exercise 3: Terminologies
Search for the business terminologies in the chapter to fill in the blanks for the
following passage:
The first step in production is obtaining .. which are
unprocessed. There are three different types of production. .. is when a
product is made as the customer orders it, and is made according to the customers
requirements. .. is when a customer orders a group of products with the
same specification, like cookies. The goal of operations management is to make the
entire production process .. in order to reduce waste.
54
OPERATIONS
Exercise 4: Reading Comprehension
Using the reading in section 4.2, answer the following questions (short
answer).
1. What is the main idea of this passage?
Writing!
How can you apply the concepts of efficiency in a factory that makes
Pepsi?
55
Discuss!
56
OPERATIONS
Word
Operations
Raw Materials
Job Production
Batch Production
Continuous Flow Production
Customer
Labor Intensive
Time Consuming
Efficiency
Productivity
Productivity of Labor
Productivity of Capital
Total Quality Management
Just-in-Time
Kaizen
Jidoka
Poka Yoke
Supply Chain
Economies of Scale
57
Definition
Notes
English Focus
paragraph like an essay, with a thesis statement, a body, and conclusion. The topic
sentence is like the thesis statement in an essay. The body of the paragraph is the
sentences that provide the explanations, supporting details, and analysis. The
conclusion of the sentence is the transition or conclusion of the paragraph.
A strong topic sentence should be at the start of the paragraph, but this is not
required. The topic sentence can be the second or third sentence. It is better to keep
the topic sentence early in the paragraph so that the reader can be focused on the
information of the paragraph. This sentence focuses on a specific issue that is
discussed in the paragraph. The topic sentence does not contain any quotations.
In this article, Breaking the Bandwidth Barrier, Chen clearly explained the
effectiveness of optical Ethernet with the use of the charts that explained how capital
expenditure and direct operating costs are affected with the use of MAN in metro areas.
The topic sentence should provide the reader with an introduction to the details
in the paragraph. You should not mistake the topic sentence for a hook. A hook is a
sentence captures the readers attention and keeps them interested in reading the
remainder of your paper. The hook will appear in the same paragraph as the thesis
statement.
58
MARKETING
Key Terminologies:
59
Marketing
Advertising
Sales
Marketing Mix (Four P's)
Customer Needs
Withdraw
Niche Marketing
Decline
Mass Marketing
Product Life Cycle
Target Market
Product Placement
Market Map
Strategy
Market Segmentation
Prototype
Advertising Campaign
Market Share
Boston Matrix
to purchase your product. Advertising is a function of marketing and can take many
forms. Sales are a direct approach that is centered on the process selling the product
to the consumers.
The four main parts of marketing is known as the marketing mix. The
marketing mix is also referred to as The four Ps:
1. Product- the final output of the company.
2. Promotion- the method that the product is promoted.
3. Price- the amount that the product is sold.
4. Place- where the product is sold.
Fig 4-1
The Marketing Mix
60
MARKETING
businesses use to help them decide how they want their product to be seen by the
consumers.
Fig 4-2
Market Map
Reading!
61
need to look at whether they're creating new customers or whether they're just
drawing customers away from competitors. It's a fundamental question in the field,
and market share goals. The trick is that each marketing effort affects consumer
behavior in different ways, and also prompts different types of responses from
competitors. Some activities result in expanding demand across an entire category
of products. Take for example the "Got Milk" advertising campaign, which is intended
to increase demand for a category of products, milk. In contrast, an advertisement
that points out how one brand is better than a competitor's brand has the goal of
encouraging consumers to switch products within a particular category.
If a business seeks to grow demand for a category of products, the effort may
not elicit much of a reaction from its competitors; after all, if the entire category grows
the rising tide lifts all boats. But a competitor's reaction is typically quite different when
a company attempts to move in on its market share, perhaps by offering price
discounts. Since this strategy is viewed as more threatening, the competitor can be
expected to retaliate with prejudiceoften by firing off a campaign to win back many
more customers than it lost.
Measuring the different effects of these marketing strategies can help brand
managers make the right decisions about which strategies to use in their marketing
mix. Steenburgh, Liu, and Gupta argue that the tools that have been used in the past
to analyze the effectiveness of different marketing activitiescalled discrete choice
modelscan skew the results and misguide brand managers. Traditional discrete
choice models are flawed because they make it appear as if all marketing activities
produce the same results, the researchers contend. In reality, differences between
various marketing instruments are often significant. The cause of these flawed results
62
MARKETING
comes from what is called the Invariant Proportion of Substitution (IPS) property,
which implies that the proportion of demand generated by taking business away from
a competitor is the same, no matter which marketing activity is used.
"These models get run all the time in academics," Steenburgh says. "There
has been some talk at conferences where there seems to be an understanding that
these models are too restrictive."
Read the entire article: http://hbswk.hbs.edu/item/6828.html
63
a. Price.
b. Product.
c. Labor.
d. Promotion.
2. A target market is
a. The group of people that the company wants to sell to.
b. The store that the company wants to sell to.
c. The name of a store.
d. A place companies sell their products.
3. A market map is used for
a. A treasure hunt.
b. Product placement.
c. Satisfying consumer needs.
d. Nothing.
64
MARKETING
Managers can choose to serve an entire market. This type of strategy is known
as broad strategy or mass marketing. The Toyota Camry is marketed to a mass
market. The advertising strategy, prices, promotions, etc. are all targeted to a very
broad, or wide, market.
Every product and service has a life cycle. The product life cycle is the stages
that the product goes through from its development to withdrawal from the market. In
other words, the product life cycle is the life of the product from birth to death. The
product life cycle chart shows the sales of the product over time. There are six stages
of a products life cycle. Figure 6-4 shows these stages.
65
Sales
Introduction
Growth
Maturity
Saturation Decline
Development
Time
Fig 4-4
A typical product life cycle
In the development stage of the product life cycle, the product is created. The
company studies different ideas by doing market research. The company will
conceptualize, they will think up new ideas, and try to create a product that meets the
demands, or needs, of the consumers. The company will also test the product and
create a prototype (a test product). In this stage, costs are high and the company
does not make money.
After the product has been launched and people become more familiar with it,
the product experiences growth in sales. More people start to purchase the product,
which makes it cheaper to produce. As the supply (amount available to sell) goes up,
66
MARKETING
the cost of production is lower. At this stage, the costs are lower and the company
By this stage, competition has entered into the market. Other companies will
now want to make their products to compete. The companys product is established
in the market. We can say that the market has stabilized, meaning the consumers
are aware of the product and our market share is high. Sales may peak (stop
growing). The company should break-even (Costs = Profits).
In the final phase, fewer people will buy the product. Sales will decline and the
cost to keep the product in the market will increase. The company will have to
withdraw the product from the market or develop it.
Fig 4-5
A detailed product life cycle
67
Colgate toothpaste.
IPad 2.
Lamborghini Diablo.
Toyota Yaris.
a.
b.
c.
d.
Introduction stage.
Maturity stage.
Decline stage.
Saturation stage.
.....
.....
.....
.....
.....
.....
.....
.....
i. A test product
j. To remove
k. Want or desire something
l. To buy something
m. When costs equal profits
n. To start selling a new product
o. Stage
p. The highest point
68
MARKETING
Fig 4-6
The Boston Matrix
Star products are in markets that are experiencing high growth rates (more
customers entering in the market) with increasing market share (the amount of sales
a company has in the market). Star products require investment to keep the market
share high. If the market share falls, the product will become a problem child. An
example of a star product is the iPad.
Cash cows have high market shares in markets that are not growing. A product
that is a cash cow is often in the maturity stage of the product life cycle and requires
very little financial support. Companies want to have cash cows because they make
money with little investment. Coca Cola classic is an example of a cash cow.
69
Problem children, also known as question marks, are products that have a low
lot of money in advertising and development to turn the problem child into a star. An
example of a problem child product is the Blu-ray disc.
A dog is a product that has low market share in a stagnant market. A dog is in
share in a growing market are known as problem children. Companies must spend a
a market that is not growing (possibly in the decline stage of the PLC) and loses
money. Managers have to either sell the product or discontinue it. Windows Vista is
an example of a product that is a dog.
Reading!
The growth share matrix is a framework first developed by the Boston
Consulting Group (BCG) in the 1960s to help companies think about the priority (and
resources) that they should give to their different businesses. Also known as the
Boston matrix, it puts each of a firm's businesses into one of four categories. The
categories were all given memorable namescash cow, star, dog and question
mark, which helped to push them into the collective consciousness of managers all
over the world. The two axes of the matrix are relative market share (or the ability to
generate cash) and growth (or the need for cash).
Cash cows are businesses that have a high market share (and are therefore
generating lots of cash) but low growth prospects (and therefore a low need for
cash). They are often in mature industries that are about to fall into decline.
Stars have high growth prospects and a high market share.
Question marks have high growth prospects but a comparatively low market share
(and have been known as wild cats).
Dogs, by deduction, are low on both growth prospects and market share.
The conclusions drawn from such an analysis are to transfer the surplus cash
from a conglomerate's cash cows to the stars and the question marks, and to close
down or sell off the dogs. In the end, question marks reveal themselves as either
70
MARKETING
dogs or stars, and cash cows become so drained of finance that they inevitably turn
into dogs. The trouble with this colorful schema is that classifying businesses in this
way can be self-fulfilling. Knowing that you are working for a dog is not particularly
motivating, whereas working for an acknowledged star usually is. Moreover, some
companies misjudge when industries are mature. This may lead them to decide that
businesses are to be treated as cash cows when they are in fact stars. One such
industry was consumer electronics. Considered by many to be mature in the 1970s,
it rebounded in the 1980s with the invention of the CD and the VCR. Not, however,
before some companies had consigned their electronics businesses to the fate of the
cash cow.
The growth share matrix has been blamed for persuading companies to focus
obsessively on market share. In a world where markets are increasingly fluid, this can
blind them to the bigger picture. If Lego, for example, considered its market to be
mechanical toys, it would miss the fact that it also competes with companies such as
Nintendo for a share of young boys' attention. The growth share matrix started a
fashion for matrices among management consultants. For a while, no self-respecting
report or theory was complete without one. Like many leading figures in the world of
management theory, Bruce Doolin Henderson, the founder of the Boston Consulting
Group (and the man most responsible for the Boston matrix), was an engineer. One
of his favorite quotations was a saying of Archimedes: Give me a lever and a place
to stand, and I'll move the world. He believed that while most people understand
first-order effects, few deal well with second-and third-order effects. Unfortunately,
virtually everything interesting in business lies in fourth-order effects and beyond.
Henderson worked for Westinghouse Electric Corporation before joining the
Arthur D. Little management consultancy. He left ADL in 1963 to set up the Boston
Consulting Group, which rapidly established a reputation as the prime strategic
consultancy. On his death in 1992, the Financial Times said: Few people have had
as much impact on international business in the second half of the 20th century.
Adapted from: Hindle, T. Management Ideas and Gurus. The Economist.
71
a.
b.
c.
d.
Wild cats.
Wild children.
Problem cats.
Stars.
72
MARKETING
4.4. Exercises
Exercise 1: Short-Answer Questions
1. Explain the Boston Matrix
Exercise 3: Terminologies
Search for the business terminologies in the chapter to fill in the blanks for the
following passage:
When a product is first introduced into a market, we say that the product is
. The product will go through several . in the
product life cycle. The . stage occurs when the product starts to
lose money, and should be removed from the market. Companies that are in the
. stage face a lot of competition from companies that have entered
the market. If a company does not try to improve its advertising campaign, they will
lose market .
73
answer).
5. Compare the writing style in the passage in 6.1 to the passage in 6.2, what
similarities and differences do you find?
74
MARKETING
75
Definition
Notes
English Focus
English for Science
Professions
Clarity in writing is extremely important. You may be able to get some grammar
help from Microsoft Word, but word processors cannot help you with your ideas or
your arguments. The subject is like the heart of the sentence. If the reader does not
understand what or who the subject is, they will not be able to follow the idea of the
sentence. As you have learned in your basic grammar classes, the verb will explain
or specify the actions related to the subject.
76
Key Terminologies:
Accounting
Income Statement
Finance
Auditing
Capital
Balance Sheet
Limited Resources
Liabilities
Budget
Revenue
Financial Year
Cash Flow
Expenses
Profit
Assets
Investment
Annual
77
Capital refers to the money or other asset (property of a person or business) used in
operating a business in order to get income. Companies need capital in order to run the
business. Since capital is a limited resource, businesses will create a budget to show the
amount of money to be spent and the likely revenue (money earned from sales) in the coming
year. A budget is also used to distribute or divide capital within the company. Cash flow is
the money that goes in and out of the company. Cash flow is positive when more money
goes in than out. Companies increase cash flow by selling more products, selling assets,
reducing costs, or raising the selling price.
A cost is the money that is spent to purchase or pay for something. For example, the
money spent on raw materials is considered a cost. There are different types of costs
involved in businesses. Fixed costs are costs that do not change because of production. The
cost of renting a building does not change if you make 100 units or 1000 units. Variable costs
are costs that change based on the amount that is produced. If a company makes 1000 units,
the cost per unit is lower than if they made 100 units.
Omars pizzeria makes 50 pizzas a day. The cost of rent is
Example
$500 a month. Omar has five employees whom he pays a total of $150,000 annually. In order
to make 50 pizzas, Omar needs two boxes of dough, which costs $100. The sauce for 50
pizzas costs $30. The marginal cost (the cost for a single pizza) is $3 without including the
fixed costs. If Omar wants to make 100 pizzas a day, he has to buy four boxes of dough and
more sauce. When he buys more quantities, or amounts, from the supplier, he receives a
discount of $30. When a company buys larger quantities, the price is reduced (this is known
as economies of scale). Therefore, if Omar makes 100 pizzas a day, the marginal cost is
$1.2 without including the fixed costs. The costs changed based on the amount of pizzas
made.
78
Profit is the money made from a sale after the subtraction of costs (=sales (or
revenue)-costs). In the example above, lets say that Omar sells each pizza for $10.
Assume that Omar pays his fixed costs after each month, if he sold 50 pizzas a day,
what would his profit be for one day? What about one month? Lets say he sold 100
pizzas a day, what would his profit be for one month?
Omar wants to increase his profits. It costs him $50 for the materials
to make 100 pizzas. His fixed costs are $2000 a month. He sells an
average of 300 pizzas a month. He sells each pizza for $10. How can Omar
increase his profits by the end of the year?
79
.....
.....
.....
.....
.....
.....
.....
q. Yearly
r. Purchasing larger quantities for a lower price.
s. Money or wealth.
t. Costs that do not change with production.
u. Money made after subtracting costs
v. Money put into a company
w. An individual product
8. Capital
9. Investment
11. Unit
12. Annually
13. Economies of scale
14. Cash flow
15. Quantities
bb.
cc.
dd.
ee.
10. Revenue
.....
.....
.....
.....
.....
.....
.....
.....
80
A cost benefit analysis is a technique that is used to compare the various costs with
the possible benefits associated with an investment. A cost benefit analysis is done when a
manager or an organization wants to decide whether to invest in a project or a purchase. If
the cost is greater than the benefit, then the business will not go through with the investment.
81
Fig 5-1
Income Statement for the Bank of Tanzania
money), capital and resources (known as equity), and net value at a specific point in
time. In simple terms, a balance sheet compares what we have to what we owe.
Assets: What the company
owns
Current Assets: Cash,
inventory, and investments
Total Assets: Current Assets +
Long term assets.
Liabilities: What the company
owes, debts, etc.
Current Liabilities: Short-term
debt.
Total Liabilities: short-term
plus long-term debt.
Stockholders Equity: The
money that the company owes
to the investors.
(everything a company owns), liabilities (what the company owes, example: borrowed
Fig 5-2
An example of a balance sheet
82
Fig 5-3
An example of a cash flow statement
Look online for the balance sheets and income statements of:
1. Wal-Mart
2. Apple
3. Ford
Compare and contrast these two statements. What can you learn from these
statements?
83
2. Liabilities
.....
3. Assets
.....
4. Operating profit
.....
.....
5. Income
9. Equity
.....
.....
.....
.....
.....
.....
.....
.....
l. Sources of capital
6. Auditing
7. Investing activities
8. Financing activities
1. Operations
Fill in the blanks using what you learned from this chapter
1998
amount
1
2
...
. Assest
Property, plant, equipment
other assests
total assests
20,230
12,335
27,355
59,920
current liabilities
long term liabilities
stockholder's
total liabilities
16,379
27,344
16,197
59,920
...
84
Management accounts are used to help businesses record, plan, and control
the activities of a business and to assist in the decision-making process. It is focuses
on analyzing the historic performance to predict future performance (like budgets).
Management accounts can be written and prepared at any time and there are no
legal requirements. There is no specific format for management accounts. Generally,
management accounts focus on specific areas of business activities, like the product
life cycle. Usually, there is a wide variety of non-financial information included in
management accounts. This type of accounting is internal and only viewed within the
company.
Reading!
Whatever the disagreement over the precise objectives of financial
statements, there probably is general agreement that they are supposed to report the
economic events and the economic status of a n enterprise as realistically as
85
possiblethey are supposed to tell it like it was. The essence of the current debate
between the historical-cost advocates and the proponents of replacement cost is, I
What really does happen in the company about which the financial statements
report? Some companies grow and prosper and other companies are less
successful and fail. The factors responsible for prosperity or failure are complicated,
and the actual financial statements reflect this complexity.
In order to focus on the accounting issue, we must separate out the influence
to do better.
to do worse.
to stay the same.
to make less money
unsure.
without an end.
with an end.
not definitely.
86
Equity
Decline
Profitability
During 1997 and 1998, Viacom experienced a sharp . in its Net Income
from a net profit of $733.60 million to a net loss of $149.60 million. Viacom also had a
$700.00 million decrease in Current Assets, from $5,713.50 to $5,064.50, and a decrease in
Stockholders . from $13,383.60 to 12,049.60, while increasing Current
Liabilities by $600.00 million. Concerning profitability, Viacom had a decrease in Profit
. from .0687 to -.0124, and a decrease in Return on Equity from .0565 to -.0118.
Although both Viacom and the Entertainment Industry experienced a decrease in
. taking a closer look reveals that Viacom experienced a much larger decrease.
The Entertainment Industry only decreased in Profit Margin from .0257 to .0214, and in
Return on Equity from .0284 to .0185.
5.4. Exercises
Exercise 1: Short-Answer Questions
1. What is the difference between financial and managerial accounting?
87
Exercise 3: Terminologies
Search for the business terminologies in the chapter to fill in the blanks for the
following passage:
A . sheet compares the . and liabilities of a firm. An
. statement shows the profits earned after subtracting the . from
the revenue. Companies use these financial . to judge their companys
performance. Some of these statements are . which means they have to be
published by law and some of them are internal, which means they are only seen by the
company.
3. Find the meanings of the bolded words and replace them with synonyms.
88
Word
Accounting
Finance
Capital
Limited Resources
Budget
Revenue
Cash Flow
Profit
Investment
Cost Benefit Analysis
Income Statement
Auditing
Balance Sheet
Liabilities
Cash Flow Statement
Financial Year
Expenses
Assets
Annual
89
Definition
Notes
English Focus
a reminder of your points, the importance of your paper, and a bigger picture of what
you have written. The conclusion should never contain additional information that is
not in the paper.
The conclusion is a summary of your paper. It should provide the reader with
The conclusion is generally a paragraph or two that is written at the very end
of the paper.
Write a good conclusion:
1. Restate the thesis with different wording
4. Make sure the reader feels that the paper has come to an end
90
LEADERSHIP
Key Terminologies:
Leadership
Creative
Theory X
Theory Y
Participative
Authoritarian
Influence
Interaction
Behavior
Goal
91
Theories
Rewards
Punishments
Control
Ability
Sustainability
Many people have an idea of what makes a person a good leader. For many years,
92
LEADERSHIP
Theory X leaders are authoritarian, which means that they like to exercise their power.
They believe that the average person does not like to work, or is lazy. Therefore, we have to
punish them if they do not do any work. A theory X leader believes that people want to be
told what to do, and if they are not told what to do, they will not do anything at all.
Theory Y leaders are participative, which means they like to get involved with their
workers and take part in the job. Theory Y leaders consider work to be more like play. They
believe that people will control themselves and work on their own without any punishments,
if they do well, they get rewards. The theory Y leader considers people responsible for
themselves and believes that they like to have control over their own work.
Fig 6-1
Theory X and Y Leadership
93
Enron was formed in 1985 through the Houston Natural Gas merger with Internorth.
accounting practices arose throughout the nineties with the accounting firm, Arthur Anderson.
In November of 2001, Enron was about to be the largest bankruptcy in history. In December
of 2001, Enron filed for bankruptcy and the Enron scandal was revealed in 2001 and a
criminal investigation was embarked upon by United States Department of Justice in 2002.
Kenneth Lay and Jeffrey Skilling went on trial in January 2006. Both, Kenneth Lay
and Jeffrey Skilling were former CEO's of Enron. The indictment includes major financial
crimes such as, bank fraud, making false statements to banks and auditors, securities fraud,
wire fraud, money laundering, money laundering conspiracy and insider trading.
Kenneth Lay pleaded not guilty to the eleven criminal charges under the pretense of
'being influenced by the people around him'. The SEC sought $90 million in civil fines.
Kenneth Lay and Jeff Skilling were indicted for securities and wire fraud in July, 2004.
Kenneth Lay was convicted on all six counts and Skilling on 19 of 28 counts on May 25, 2006.
Paula Rieker (Former managing director of investor relations for Enron) pleaded guilty
in federal court to criminal insider trading. Rieker's charge carries a maximum penalty of ten
years in prison and a $1 million fine.
94
LEADERSHIP
2. Based on the factors you discussed in class, how do you think the leaders
of Enron should have behaved?
6.4. Exercises
Exercise 1: Short-Answer Questions
1. What is the difference between theory X and theory Y?
English Focus
Once you start writing academic papers in your courses, you will be expected to
write using technical language. Normally, you are not expected to define technical language
in your paper. However, you should always consider your audience and define terms that are
not normally used. Always make sure that you use the terminologies in its correct form.
Practice by writing sentences using the technical terms in each chapter.
95
Leadership
Creative
Definition
Notes
Word
Theory X
Theory Y
Participative
Authoritarian
Influence
Interaction
Behavior
Goal
Theories
Rewards
Punishments
Control
Ability
Sustainability
96
INFORMATION SYSTEMS
Key Terminologies:
Motherboard
Central Processing
Unit (CPU)
Memory Buses
Data
Memory
Fiber Optic Cables
Bytes
Storage
A Display Device
BIOS Processor
Pixels
97
Ethernet Networks
Card Controllers
System Ports
An Operating System
Interface
Protocols (TCP/IP
FTP)
Networks
Wide Area Network
(WAN)
computer. The motherboard connects the various inputs, like the keyboard and
mouse. In addition, the motherboard contains multiple layers to carry the BIOS
processor and memory buses. The CPU is like the brain of the computer, it controls
the major logical and mathematical processes.
Data and programs are kept in the computers memory. The memory is stored
in the form of bytes, which contains eight bits to each byte. Each byte is stored in an
address that is accessed only by the CPU. Data is stored in the computers storage.
There are two main types of storage (1) ROM (Read Only Memory), which stores
data permanently, and (2) RAM (Random Access Memory), which is a temporary
storage. Disk drives, CD-ROMs, and USBs are storage devices.
A display device is the visual output
of the computer. They are commonly
known as monitors and are of many
different
types.
Monitors
display
Fig 7-1
Desktop Computer
98
INFORMATION SYSTEMS
System ports are the interfaces that send and receive data. Many of us are
familiar with the USB ports as we use them almost every day. Ethernet ports, where
we plug in the network cable, are shaped differently than the USB ports.
An operating system is a program that is loaded onto the computer when the
system is booted up, and is responsible for running other applications. An operating
system provides an interface between the user and the programs. The interface can
be command-line based, such as Linux or UNIX, or it can use images and pictures
(graphical user interface GUI), like Windows or Macintosh OSX.
Operating systems can be divided
into two types: Single process (working
one task at a time) or multi process
(working on several tasks at a time).
Operating systems use file systems to
organize, store, and name the files. It also
gives the user control over the information
Fig 7-2
Operating Systems
and data.
Imagine you are going to build a computer. What parts would you
need?
99
Reading!
LONG BEACH, California The history of computer revolutions will show a
desktop, if computer genius Jinha Lee has anything to say about it.
The Massachusetts Institute of Technology grad student earned some notice
last year for the ZeroN, a levitating 3-D ball that can record and replay how it is moved
around by a user. Now, following an internship at Microsoft Applied Science and
logical progression from the Mac to the iPad to something like this Space Top 3-D
some time off from MIT, Lee is unveiling his latest digital 3-D environment, a threedimensional computer interface that allows a user to reach inside a computer screen
and grab web pages, documents, and videos like real-world objects. More advanced
tasks can be triggered with hand gestures. The system is powered by a transparent
LED display and a system of two cameras, one tracking the users gestures and the
other watching her eyes to assess gaze and adjust the perspective on the projection.
Lees new 3-D desktop, which he just showed off at the annual TED
conference in Long Beach, California, is still in the early stages, but it lights the way
toward the sort of quantum leap thats all too rare in computer interfaces. It took
decades to get from the command-line interface to the graphical user interface and
Apples Macintosh. It took decades more to get from the Mac to the touch interface
of iPhones and iPads. Lee and people like him might just get us to the next revolution
sooner.
Others are working along similar lines. Gesture-based control has been
incorporated into Microsofts Kinect, Samsungs Smart TV platform, and products
from startups like Leap Motion and Soft Kinect (not to mention in cinema fantasyland
). Three dimensional display interfaces, meanwhile, have been brewing at the
University of Iowa.Lees Space Top weaves these two threads together, joining 3-D
interface with 3-D gesture controls, a smart convergence that will likely become more
common. In his talk, Lee said Space Top and ZeroN, which he also demonstrated,
are part of a broader shift toward interfaces we can grab with our hands. Humans
seem to prefer collaborating via physical interfaces; think of a scale model, map, or
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INFORMATION SYSTEMS
whiteboard. People also like interacting in multiple modalities; think of reading a book,
underlining words and scribbling in the margins in pencil, and taking separate notes
on a pad. Todays computers allow none of this, flattening all interaction onto a single
screen.
If you somehow allow computers to accept different types of modalities in the
same workflow, that will be much more effective, Lee said in an interview. Physical
activities like how you dance and how you play sports there will be some sort of
digital aid in there.
At TED, Lee showed Space Top and ZeroN alongside a collapsible pen that
can be pushed inside a computer display; as the pen folds into itself, the monitor
shows the end of a pen moving deeper and deeper into the display. He also showed
a concept video of a smartphone app that, when paired with augmented reality
goggles, would allow the user to try on a virtual watch from an online store before
ordering the real thing. The common thread between these systems, Lee says, is that
they bring the physical world and digital world much closer together, allowing
automated physical interaction he refers to as programming the world.
Read the Full Article: http://www.wired.com/business/2013/02/amazing-3d-desktop/
An MIS student.
A graduate student.
a business man from Massachusetts
ZeroN
101
A conference at MIT.
Microsoft.
A school.
The TED conference.
4. What is the difference between the "digital world" and the "physical world"?
a.
b.
c.
d.
a.
b.
c.
d.
Space Top
LED
TED
ZeroN
6. What does Lee mean by this statement, Physical activities like how you
dance and how you play ports there will be some sort of digital aid in
there.?
a.
b.
c.
d.
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INFORMATION SYSTEMS
7.2. Networking
Computers are connected to each other through networks. There are many
different ways to connect computers to each other. Local area networks (LAN) will
often use cables to connect different computers together. Coaxial cables were very
common in the past and were used to connect Ethernet networks. Nowadays we use
different types of cables for LAN connections. Unshielded Twisted Pair (UTP) cables
consist of two or more insulated copper conductors that are twisted around each
other. Category 1 UTP is used in telephony systems, while Category 3 and higher
are used for LAN connections. STP, or shielded twisted pair, cables have more
protection than UTP, but are also more expensive. Fiber optic cables are made of
transparent, or see-through, glass or plastic fibers that allow light to be transmitted at
very high speeds. Wireless connections and satellite connections are often used in
wide area networks (WAN).
103
Ports are used when communicating between a client and server computer.
IP addresses are divided into two parts: (1) network ID (netid) and (2) host ID
(hostid). All hosts on the same network must have the same network ID. IP addresses
are divided into four octets with each octet having a maximum value of 255. There
For example, the HTTP port is 80, the FTP port is 21, and the SMTP port is 25.
Class A: 1-126
Class B: 128-191
Class C: 192-223
127. X.x.x is a local system host, which means that it is used for the computer
Fig 7-3
Types of Network Connections
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INFORMATION SYSTEMS
197.168.1.1
Fig 7-4
Linksys Router
.....
2. Protocols
.....
3. IP address
.....
4. UTP
.....
d. A set of rules
5. STP
6. Fiber optics
105
.....
.....
7.3. Printers
Printing is something that many people are used to doing. For many people,
printing is simply clicking File then Print. In this chapter, you will learn what happens
when you print a file. There are many different types of printers available on the
market. In the past, printers used cables with 9 or 25 pin serial ports to connect to the
computer. Nowadays, printers can be connected with USB, firewire, or Ethernet
connections. Some printers use wireless connections that are shared over networks.
Dot matrix printers are almost obsolete, meaning that they are no longer being
used. You might see some cash registers using dot matrix technology. These printers
use an impact printing process, where a matrix of pins will print an image of the file
onto an ink ribbon. The ink from this ribbon is then transferred onto paper. Smudged
ink, broken pins, and misalignment are common problems faced with dot matrix
printers.
Ink Jet printers are very common, and are often used at home. Ink Jet printers
use cartridges that are filled with black ink or color ink. The ink is sprayed onto the
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INFORMATION SYSTEMS
paper through very tiny holes in the printhead. The paper is fed through the printer,
while the ink is sprayed line by line. Just like the dot matrix printer, ink jet printers can
sometimes be misaligned. The ink jets printhead can be clogged with ink. Most
modern ink jets will use software that sends commands to auto-clean the printhead.
Laser printers are commonly found in offices because of their high print
volume. Last printers can print more pages with less ink consumption (usage). Most
people dont buy laser printers for their homes because of the high cost of the device
and consumables (parts that have to be replaced periodically). Laser printers use
toner, or dried ink, that is bonded to the paper using heat and static electricity. Just
like dot matrix printers, laser printers can experience smudging if the heating element
stops working.
Fig 7-4
Identify these Printers
107
Reading!
a press conference, but it was only a low-key presentation on the show floor, not
some over-produced auditorium-filler. Yet, every time I walked by a booth owned by
a 3D printer manufacturer, the crowds were there in force. People are clearly excited
by 3D printing here, and they had a variety of examples to learn about at the show. I
LAS VEGAS--No 3D printer vendor had a booth at CES. Only MakerBot held
checked in on all of the major 3D printing vendors here at the show. Here is what I
saw.
Kickstarter Form Labs didn't have any major CES announcements, but this is
the second time I've seen its Form1 3D printer in person, and it impressed me just as
much as when I saw it back in September during Maker Faire NY.
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INFORMATION SYSTEMS
The Form1 not only looks well designed, it uses a process called stereo
lithography to make objects with detail and smoothness that's superior to those from
the rest of the printers here that use fused-deposition modeling.
Form Labs has announced that it will begin shipping the Form1 to its first batch
of Kickstarter funders in the next few months. The company's long-term prospects
are less clear due to a pending lawsuit with 3D Systems, but if it can weather the
legal storm, the Form1 could bring desktop 3D printing to a new level of professionalclass object making.
Along with 3D Systems, Stratasys is the other large, publicly traded 3D printing
company. Both vendors have operated on the commercial side of the industry,
designing million-dollar machines that can print in ceramic, gold, titanium, and other
more exotic materials.
Read the entire article: http://ces.cnet.com/8301-34445_1-57563395/still-emerging-for-now-the-3dprinters-of-ces-2013
109
Stratasys
MakerBot
FormLabs
Afinia
Stratasys
Kickstarter
Deposition modeling
Stereolithography
Ink Jet:
Laser:
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INFORMATION SYSTEMS
7.4. Exercise
Exercise 1: Short-Answer Questions
1. Explain the differences between the three different types of printers.
Exercise 3: Terminologies
Search for the IT terminologies in the chapter to fill in the blanks for the
following passage:
The main part of the computer that is responsible for logical functions is the
The can be considered the brains of the computer.
provide users with an interface with the computer. These parts are
essential for a computer to work, but without the user will not be able
to see what is on his monitor.
111
answer).
4. According to the article, what kinds of things can you do with a 3-D desktop?
2. According to the article, what differences can you find in the 3-D printers
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INFORMATION SYSTEMS
Word
Motherboard
Central Processing Unit (CPU)
BIOS Processor
Memory Buses
Data
Memory
Bytes
Storage
A Display Device
Pixels
Ethernet Networks
Card Controllers
System Ports
An Operating System
Interface
Protocols (TCP/IP FTP)
Fiber Optic Cables
Networks
Wide Area Network (WAN)
113
Definition
Notes
English Focus
English for Science
Professions
A thesis statement is a single sentence that focuses the subject of your paper
clearly into a main idea. The purpose of a thesis statement is to narrow your subject
into a specific topic that you want your readers to understand from your paper. The
thesis statement will name the topic specifically and provide the reader with a concise
preview of how you will arrange your ideas.
Does the thesis statement make an argument or assertion about the topic?
Seat belts can save lives, but now car manufacturers are installing air bags.
This statement is not unified. How do these two (seatbelts and air bags) relate?
If drivers had used lifesaving seat belts more often, car manufacturers might
not have needed to install air bags.
114
SYSTEMS ANALYSIS
Key Terminologies:
115
Information
Database
Maintenance
Data Recovery
Metadata
A File Processing
System
Data Redundancy
Preliminary Analysis
Logical Design
Physical Design
Specifications
Implementation
Downtime
Human Error
Systems Development
Life Cycle
E-Commerce
Virtual Machine
Disk-to-disk backup
Restorations
Data is a term used to describe meaningful facts, texts, images, sounds, and
used to create information. Metadata is data that describes data. For example, the
name of a file or the date it was made is metadata. A file processing system is an
information system that stores data in separate files. Each program manages its own
data and focuses on the processing needs of individual units. The problem with file
processing systems is that data can be repeated, this is known as data redundancy.
There is limited file sharing abilities and a lot of maintenance.
To solve the problems of file processing systems, databases are used to allow
users to share data across applications. A database will show data in tables. Tables
are connected with each other and this eliminates data redundancy. A database
management system is used to manage and control databases and interface them
with users.
Fig 8-1
Data and Information
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SYSTEMS ANALYSIS
Fig 8-2
A Database Management System
117
1. Data
.....
2. Information
.....
b. repeated data
3. Database
.....
c. removes
4. Metadata
.....
d. A collection of data
5. Data redundancy
.....
e. Processed data
6. Eliminates
.....
f. meaningful facts
.....
g.
1. Describe the kind of data you would need for a student database?
Analysis
Logical design
Physical design
Implementation
Maintenance
An acronym is a shortened
version of a group of words that
are pronounced as a single word.
Preliminary analysis refers to the first thing that you do before starting the
project. An analysis is a study of the current situation and the possible futures based
118
SYSTEMS ANALYSIS
on different actions. Logical design refers to the
Reading
Disaster recovery planning plays an increasingly vital role in keeping
corporate information both secure and available. However, given the growth of data
volumes, shrinking backup, the demand for more effective change management,
and the need for fast, reliable recovery, IT departments are finding themselves
seriously tested in their disaster recovery efforts. Increasingly, today's enterprises are
coming to the realization that they need to embrace solutions offering both best data
protection and best system recovery.
A 2005 study of 80 large organizations by Infonetics Research found that
overall downtime costs averaged an astounding 3.6% of annual revenue. In another
study, Forrester Research estimated the average cost of downtime for e-commerce
sites at $8,000 per hour; at larger sites, such as eBay and Amazon, the costs soar to
119
per hour.
120
SYSTEMS ANALYSIS
disrupting accessibility. In addition, administrators can perform system restorations
121
8.4. Exercises
English for Science
Professions
Exercise 3: Terminologies
Search for the IT terminologies in the chapter to fill in the blanks for the
following passage:
.. is data that has been processed and organized to be
used in decision-making. A ..is created to store data and create
information. It is important to make sure that the data is ..so that
people cannot steal or misuse it. It is just as important to have a data
..in case the data is lost or corrupted.
..their data onto hard drives or servers in case their original files
are lost.
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SYSTEMS ANALYSIS
Exercise 4: Reading Comprehension
Using the reading in section 5.3, answer the following questions (short
answer).
1. What is data recovery?
2. What are the problems that arise when companies lose their data?
123
Writing
Write a disaster recovery plan recommendation for your university.
SYSTEMS ANALYSIS
Word
Information
Database
Metadata
A File Processing System
Data Redundancy
Preliminary Analysis
Logical Design
Physical Design
Specifications
Implementation
Maintenance
Data Recovery
Downtime
Human Error
Systems Development Life
Cycle
Restorations
E-Commerce
Virtual Machine
Disk-to-disk backup
125
Definition
Notes
English Focus
English for Science
Professions
Plagiarism occurs when a person takes the words or ideas of another author
and uses it as their own. Plagiarism is easy to spot and can earn you a failing grade
or even have you removed from university. How do you avoid plagiarism? Academic
writing and research requires sourcing and referencing.
Many formats and styles are used in academic writing. Referencing can be
very difficult, but you can make it easy by practicing how to cite and reference.
How do you reference in APA?
Change is an essential factor of organizational sustainability (Stacey, 2009).
Sustainability requires organizations to change based on varying factors (Tichy and
Ulrich, 2008). These changes require leaders with the ability to adapt, develop,
delegate, and lead the organization into this change efficiently (Tichy and Ulrich,
2008).
Pay attention to the parenthesis within the paragraph. In the APA style, in-text
citations are done at the end of the sentence that contains information from the
source. The format is done as follows: (Last name, date).
Another way to cite is by including the authors name within the sentence itself:
Stacey (2009) stated that change is an essential factor of organizational
sustainability. Tichy and Ulrich (2008) argued that sustainability requires
organizations to change based on varying factors. They mentioned that these
changes require leaders with the ability to adapt, develop, delegate, and lead the
organization into this change efficiently.
At the end of the paper, you should include a reference page with the full
details of each source you used in the paper in alphabetical order.
Last name, F. date. Title. Publication Details
Tichy, M., Ulrich, D. The Leadership Challenge- A Call for the Transformational
Leader.
Classic Readings of Organizational Behavior. Thompson-Wadsworth.
Belmont, CA
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PROGRAMMING
Key Terminologies:
Programming language
Execute
Compile/ compiler
Assembly languages
Scheme
Object oriented
programming
Debug
Statement terminator
Logical operators
Boolean
Loops
Class
Methods
Instance
Events
Conditional Statements
127
Inheritance
Modules
Arrays
did the programmer (person who designed the software) develop this application?
Programming is the process of designing an application through writing code (known
as coding), testing through debugging (looking for errors), and maintaining the source
code. All software is developed through coding. Source code is written through
various programming languages. Learning to code is similar to learning to write in
Have you ever wondered what is behind the software that you are using? How
English or Arabic. Each programming language has its own rules and methods.
A programming
language is collection
of instructions with
specific rules (syntax)
that tell a computer
how to do a task
In the same way you wrote down the instructions to make a sandwich,
computer programmers will write instructions in programming languages.
Fig 9-1
How Programming Works
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PROGRAMMING
All computers have a native language called machine code that is expressed
languages.
Higher-level
Fig 9-2
Hello Word in C
Reading
Five years ago, the answer to "why learn to program" may have been simple:
to get a nice job with beanbag chairs and a six-figure salary. Recently, the job market
for programmers has lost some of its previous luster--no longer can anyone and his
dog start a tech company, get venture capital, and pay programmers a combination
of stock options and worth millions and a high salary. This seems to have taken its
toll on the number of prospective programmers; at some colleges, introductory
computer science classes are at all-time lows in attendance. This is a real shame
because programming isn't really about making the big bucks. Though you will
certainly be well paid if you are very good, your doctor friends are unlikely to be
jealous of your finances once they pay off their medical school loans.
129
When you program, you are a creator. You go from a blank text file to a working
program with nothing to limit you but your imagination. Programming is like having
Even better, you can get all of your building materials completely free (once you own
a computer) on the internet. It's also great fun to see someone using something that
you made. Your ability to improve your life and the lives of your friends and family is
limited only by your ideas once you can take full control of your computer. Moreover,
your work can be extremely high quality because the limiting factor is not manual
access to the absolute best set of Legos in the world in almost unlimited qualities.
130
PROGRAMMING
software projects right. They understand it because they've dealt with most of these
issues in their own programs and work with the ``stuff'' of the machine (to varying
degrees across different programming languages). In sum, programming lets you
work with your mind to free yourself to create things that are interesting or useful
instead of being limited by the confines of what others have done before, and even
when using those other things, you'll find that you can better appreciate and
understand them.
Read the Article: http://www.cprogramming.com/whyprogram.html
131
Even though programming languages are different from one another, there are
Logical operators are codes that take a Boolean value and produce a Boolean
result. For example, AND, OR, and NOT are all logical operators.
Loops execute the same piece of coding for a specified number of times. Each
loop is known as iteration. A loop is a group of statements (called a block) that instruct
the computer to repeat an action based on a Boolean expression (called a condition).
132
PROGRAMMING
Fig 9-3
The result of coding (next page) done in C++
Fig 9-4
133
Look at the output box in Figure 7-3, what was the purpose of this program?
programmer has to write. The data structure becomes objects that can relate to one
another and inherit from each other (see figure 7-5 for inheritance). Object oriented
programming allows the programmer to create modules that do not need to be
changed whenever a new object is added. The programmer can create a new object
that inherits its characteristics or features from existing objects.
Objects are the basic elements of OOP. Objects interact with each other to
send messages to the computer to perform a task. Objects are like nouns or things,
for example, buttons, text boxes, and labels. They have properties, which are like
adjectives- text, color, and size. An object is characterized by its state (what it knows,
or its attributes), behavior (what it can do), and identity (which object it is).
Fig 9-5
Example of an Object
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PROGRAMMING
Fig 9-6
Example of Inheritance
Reading
There has been BCPL, C, and C++; several years ago, Microsoft introduced
yet another language in the same naming tradition: C# (pronounced "C sharp"). C#
is a language designed to be fully compatible with Microsoft's .NET initiative while
taking advantage of what has been learned from C, C++ and Java. C# is designed to
be a platform-independent language in the tradition of Java (although it is
implemented primarily on Windows). It's syntax is similar to C and C++ syntax, and
C# is designed to be an object-oriented language. There are, for the most part, minor
variations in syntax between C++ and C#. Main has no return type, there are no
semicolons after class names, there are some (to C++ programmers) strange
decisions regarding capitalization - such as the capitalization of Main. Other a few
differences, the syntax is often the same. This decision is reasonable, in light of the
fact that C syntax has been used with several other languages - notably Java.
Similar to Java, C# does not support multiple inheritance; instead it provides
Java's solution: interfaces. Interfaces implemented by a class specify certain
functions that the class is guaranteed to implement. Interfaces avoid the messy
dangers of multiple inheritance while maintaining the ability to let several classes
implement the same set of methods.
135
within the class (The Finalize function is used to clear up these unmanaged
resources; it can even be abbreviated with the same syntax as a C++ destructor). Of
course, C# also provides direct access to memory through C++ style pointers, but
these pointers are not garbage collected until specifically released by the
programmer.
unmanaged resources; if so, it's necessary to release control those resources from
Writing
Write a compare and contrast essay on two different programming languages.
You will have to do some research, make sure you source your work.
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PROGRAMMING
137
9.4 Exercises
1. What is a program?
Exercise 3: Terminologies
Search for the IT terminologies in the chapter to fill in the blanks for the
following passage:
Programmers use to instruct computers to complete
an action. Computers have to or interpret the coding before it
runs or the program. If there is a mistake in the coding, the
programmer has to the code to look for errors. Most of the
time, programmers have mistakes in the syntax. For example they might not have a
at the end of the code that tells the computer to go to the next
line.
138
PROGRAMMING
Exercise 4: Reading Comprehension
Using the reading in section 7.1, answer the following questions (short
answer).
1. What is the main idea of this passage?
139
Programming language
Execute
Compile/ compiler
Definition
Notes
Word
Assembly languages
Scheme
Debug
Statement terminator
Logical operators
Boolean
Loops
Object oriented programming
Inheritance
Modules
Arrays
Class
Methods
Instance
Events
Conditional Statements
140
PROGRAMMING
English Focus
Relationship
Expression
Adding
Causation
Chronology
Concession
Contradict
141
Expression
Example
Sequence/Time
Summary/Conclusion
Relationship
142
Knowledge Management
Decision Support Systems
Tacit
Intellectual Capital
Explicit
reusability
Intervention
Information overload
Unstructured
Complex
143
Format
Accountable
processes that will capture knowledge, experience, and intellectual capital within a
business for re-use and transfer across the company.
Knowledge management treats all business information as a valuable source
by selecting it and structuring it to increase value. The organization continuously
captures information in order to ensure future value. Therefore we can further define
144
145
Decision support systems are used to support and not replace people in the decision
Decision support systems use data and models to develop various scenarios
and choices that aid the user in making a decision. The decision support system will
access a large knowledge base and extract information from various sources that will
be fully analyzed by the system and then presented to the user in an easily
understandable format.
2. Why can't decision support systems make all the decisions for a manager?
146
147
This
and selects the best possible alternatives and presents it to the user.
A Decision Support System also provides support for all levels of
management. It is imperative that a Decision Support System can support all the
levels of management as each manager would play a role in entering data into the
for user to select. The Decision Support System uses a logical process that defines
system. Each manager would have a different use for the Decision Support System.
10.4 Exercises
Exercise 1: Short-Answer Questions
1. What is a Decision Support System?
148
Word
Knowledge Management
Decision Support Systems
Intellectual Capital
Tacit
Explicit
Intervention
Unstructured
Complex
Format
Accountable
reusability
Information overload
149
Definition
Notes
English Focus
you are done writing your paper, proofread it. Review, review, review. Look at your
brainstorm and compare it to your draft. Improve your sentence structures and
grammar by reviewing your paper with grammar and spell check. Ask a friend to read
your paper, remember... you might overlook your own mistakes.
Many students fail to proofread their paper, which leads to lower scores. When
150
I.T. SECURITY
Key Terminologies:
Access Control
Cipher text
Sensitive Data
Hacker
Discretion Access
Mandatory Access
Control
Control
Role Based Access Control
Trojan Horse
Identification
Authentication
Encryption
Decryption
Plaintext
151
Cracker
Black Hat
Grey Hat
Script Kiddies
White Hat
Phone Phreaking
As the name suggests, access control is the way we control a users access
The Discretionary Access Control (DAC) model allows the user who creates
an object to have full control over that particular object. If Ahmed creates a word
document, Project1.docx, he can choose who can access that file. The user who
creates the object can set the access permissions. Access permissions are assigned
to different users by the creator of the file. The biggest problem with this type of
access model is that it can easily be attacked by a Trojan horse. A malicious attacker
can create a program that makes a new file similar to Ahmeds file. The attacker can
send the file to Ahmed. When Ahmed opens the file, it copies the data from Ahmeds
file to his the Trojan horse.
152
I.T. SECURITY
The Mandatory Access Control (MAC) model gives full control to the
administrator. The administrator, or the user in charge of the computer or network,
will define the policies and procedures. These policies cannot be modified by any
users. The MAC model is based on a high security model that does not allow users
to create new objects or write to existing objects.
The Role Based Access Control (RBAC) model gives the users access based
on their roles. The administrator defines the roles and assigns them to users. For
example, the administrator can create two roles: (1) student, and (2) teacher. Each
role can have different permissions, for instance, the student cannot access
grades.xls. The users will then be classified as students or teachers.
153
trying to access the system using his teachers credentials (information about the
user).
In the past, messages with sensitive data were often disguised in different
ways. The text you are reading now is called plaintext because it is clearly readable.
The method used to hide clear text is called encryption. When plaintext is hidden in
unreadable symbols and words, it is called ciphertext. When the text is converted to
its original clear text, it is known as decryption.
Lets look at a simple method that Julius Caesar used in his encrypted
messages:
We are going to replace the letters with a different letter from a fixed distance
from the initial letter. For example:
Plaintext letter: A
Encrypted:
H
B
I
C
J
D
K
E
L
F
M
G
N
H
O
I
P
J
Q
Therefore, if our plain text message were This is easy, our encrypted
message would be ZOPY PY LHYE
Unfortunately, this method only has 25 possible encryptions because we can
only shift the alphabet 25 times. There is another way to complicate this encryption.
Adding a delta to shift each letter individually can complicate the encryption and make
it harder to crack.
154
I.T. SECURITY
T
T
T
T
T
T
|
|
|
|
|
|
F
F
F
F
F
F
A black hat is another term for a cracker that breaks into a network with
malicious intent for fame, money, or espionage (spying).
155
White hats are the good hackers that hack with the intent to create awareness
Grey hats are hackers who used to be bad (black hats) and have turned to
using their skills to improve security and stop black hats.
or to improve the security of a network or a system. White hats normally work for
Script kiddies are amateur hackers who do not have a lot of knowledge about
hacking. They may use software and tools used by expert hackers to help them hack
networks or systems.
T
T
T
T
T
T
|
|
|
|
|
|
F
F
F
F
F
F
11.4. Exercises
Exercise 1: Short-Answer Questions
1. Describe the types of hackers.
156
I.T. SECURITY
157
Definition
Notes
Hacker
Mandatory Access
Control
Phone Phreaking
Cracker
Black Hat
Grey Hat
Script Kiddies
English Focus
Writing clearly is important in academic papers. You can achieve clarity by:
1. Following a simple sentence structure
2. Being brief if you can say it with less words, that is always better
3. Coherence
4. Using synonyms
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SEMESTER PROJECT
Throughout this semester, you will work on a group project. Choose a group
Group Name: .
Member 1: .
Member 2: .
Member 3: .
Member 4: .
Start a Business
You will create a business idea/concept
Using the chapter topics, you will write a proposal based on what we learn
in each chapter
What Should Your Group Do?
The business is not real and cannot be an actual business
You make your own business
Use the ideas, vocabulary, language, and skills you learn to write and
present
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A proposal paper
3 Presentations
Paper
12 pages (1 page per
chapter)
12 point font, Times New
Roman, Double Spaced,
1 Inch Margins
Every group member
must type at least one
page (minimum).
Must be typed and
emailed
Presentation
12 slides (1 slide per
chapter)
15 minutes to present
Every member has to
present something from
the presentation
Three major presentations
You are business
men/women dress/act
the part.
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REFERANCES
Reading Passages
Anthony, R. N. 1976. A case for historical costs. Harvard Business Review, Nov.
1076.
Gerdeman, D. 2011. Getting the marketing mix right. Harvard Business Week.
Hindle, T. 2008. Management ideas and gurus. Bloomberg Press, 1st ed. ISBN:
1846681081
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