TR421

Command Words
Level 3 Foundation Certificate in Professional Marketing

Command word Interpretation of command word

Analyse Separate information into components and identify their characteristics
Apply Put into effect in a recognised way
Argue Present a reasoned case
Assess Make an informed judgement
Calculate Work out the value of something
Comment Present an informed opinion
Compare Identify similarities
Complete Finish a task by adding to given information
Consider Review and respond to given information
Contrast Identify differences
Criticise Assess worth against explicit expectations
Debate Present different perspectives on an issue
Deduce Draw conclusions from information provided
Define Specify meaning
Describe Set out characteristics
Develop Take forward or build upon given information
Discuss Present key points
Estimate Assign an approximate value
Evaluate Judge from available evidence
Examine Investigate closely
Explain Set out purposes or reasons
Explore Investigate without preconceptions about the outcome
Give Produce an answer from recall
Identify Name or otherwise characterise
Illustrate Present clarifying examples
Interpret Translate information into recognisable form
Justify Support a case with evidence
Outline Set out main characteristics
Prove Demonstrate validity on the basis of evidence
Recommend Put forward proposals, supported by a clear rationale

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Relate Demonstrate connections between items

Review Survey information
State Express in clear terms
Suggest Present a possible case
Summarise Present principal points without detail

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Level 4 Certificate in Professional Marketing

Command word Interpretation of command word

Analyse Identify components of a broad range of models
Examine a topic together with thoughts and the relationship between these components.
and judgements about it. Draw out and relate implications.

Appraise Can provide a detailed account of the subject

area including key theories and models.
Evaluate, judge or assess.
Argue Produce reasoned arguments in response to a
Provide reasoned arguments for or. given brief using terminology correctly.
against a point and arrive at an
appropriate conclusion
Assess Examine closely with a view to measuring a
Evaluate or judge the importance of particular situation taking account of strengths
something, referring to appropriate and weaknesses, for and against
schools of thought
Collect Systematically gather a series of items over a
Systematically gather a series of items period of time which demonstrate a knowledge
over a period of time of the marketing discipline

Compare and contrast Identify the similarities and differences between

Look for similarities and differences two or more factors
between two or more factors leading to
an informed conclusion
Create Create a range of documents relevant to
Bring something into existence for the marketing using a range of communication
first time methods and approaches

Define Define key words and terminology relevant to

Write the precise meaning of a word or marketing
phrase. Quote a source if possible.
Describe Provide a thorough description of some non-
Give a detailed account of something routine ideas and information and present a
clear description and account of the findings
Develop Build on given information using a range of
Take forward or build on given information and ideas
information

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Demonstrate Clearly explain a range of ideas, using illustrative

Explain, using examples. examples to underpin concepts used.

Determine Use routine professional skills, techniques,

Use research to check or establish practices and/or materials relevant to marketing
something. to identify evidence to support a course of
action.
Discuss Examine closely taking account of strengths and
Investigate or examine by argument and weaknesses in an argument, offer reasons for
debate, giving reasons for and against. and against.

Evaluate Make an appraisal of the worth, effectiveness or

Make an appraisal of the worth (or not) usefulness of something.
of something, its validity, reliability,
effectiveness, applicability.
Explain Give a detailed response (definition and
Make plain, interpret and account for, explanation) as to how/why something may
enlighten, give reasons for. benefit or present a barrier.

Identify Can give the name and identifying

List the main points or characteristics of characteristics; usually used in conjunction with
a given item. other command words such as identify and
explain.
Illustrate Use a wide variety of examples to underpin the
Give examples to make points clear and concepts you use.
explicit.
Justify Explain why/give reasons to support your
Support recommendations, explanations statements.
or arguments, with valid reasons for and
against.
Outline State the main characteristics and key points
Set out main characteristics or general from a range of sources.
principles, ignoring minor details.
Plan Produce a structured proposal for planned stages
Put forward a proposal for a course of to achieve a goal.
action, usually to achieve a goal.
Present Present arguments, information or ideas, which
Exhibit something to others. are routine to marketing, to others. Convey
complex ideas in a well-structured and coherent
form.

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Recommend Make a judgement and give some support and

Put forward proposals, supported by a reason for your recommendations.
clear rationale.
Reflect Review and/or think carefully about something in
Think carefully about something, order to assess reasons for its success or failure
consider something, review something or identify improvements that can be made.
that has happened or has been done.
State Present new and/or abstract data and
Present in a clear brief form. information in a clear and concise manner.

Summarise Summarise information and arrange in a logical

Give a concise account of the key points, manner.
omit details and examples.

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Level 6 Diploma in Professional Marketing

Command word Interpretation of command word

Analyse Analyse new and/or abstract data and schools of

Examine a topic together with thoughts thought and consider alternative solutions and
and judgements about it. outcomes independently, using a range of
appropriate models, principles and definitions.
Compare and analyse alternative models using
appropriate rationale and criteria.
Appraise Provide a comprehensive and detailed critique of
Evaluate, judge or assess. the subject area demonstrating an in-depth
understanding and awareness..
Argue Engage in debate in a professional manner
Provide reasoned arguments for or evidencing a comprehensive understanding and
against a point and arrive at an application of key principles.
appropriate conclusion.
Assess Synthesise and assess new and/or abstract
Evaluate or judge the importance of information and data in the context of a broad
something, referring to appropriate range of problems, using a range of techniques.
schools of thought.
Collect Systematically gather a series of items over a
Systematically gather a series of items period of time which demonstrate a critical
over a period of time. understanding of the principal theories and
concepts of the marketing discipline.
Compare and contrast Synthesise and analyse the similarities and
Look for similarities and differences differences between two or more contexts.
between two or more factors leading to
an informed conclusion.
Create Create a range of products of work relevant to
Bring something into existence for the marketing that demonstrate originality and
first time. creativity. Use a few skills that are specialised,
advanced or at the forefront of marketing.
Define Define key words and terminology relevant to one
Write the precise meaning of a word or or more specialisms some of which is informed by
phrase. Quote a source if possible. or at the forefront of the marketing discipline.

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Demonstrate Explain a broad range of ideas persuasively and

Explain, using examples. with originality, using a wide variety of illustrative
examples to underpin findings and exemplify
points.
Describe Synthesise and analyse new and/or abstract ideas
Give a detailed account of something. and information and present a clear description
and account of the findings.
Determine Execute a defined project of research,
Use research to check or establish development or investigation to identify evidence
something. to support a course of action. Make judgements
where data/information is limited.
Develop Build on detailed knowledge of marketing
Take forward or build on given principles, theories and concepts using originality,
information. creativity and insight. Use a combination of
routine and advanced/specialist skills to develop
complex ideas.
Discuss Produce detailed and coherent arguments in
Investigate or examine by argument response to well-defined and abstract problems
and debate, giving reasons for and using relevant marketing language.
against.
Evaluate Select from a range of techniques to critically
Make an appraisal of the worth (or not) evaluate complex, contradictory information to
of something, its validity, reliability, support conclusions and recommendations and in
effectiveness, applicability. the process review its reliability, validity and
applicability.
Explain Present complex information evidencing
Make plain, interpret and account for, comprehensive knowledge, understanding and
enlighten, give reasons for. application of key principles.

Identify Critically identify elements of complex marketing

List the main points or characteristics of problems and issues.
a given item.
Illustrate Apply a wide variety of illustrative examples to
Give examples to make points clear and underpin findings supported by references to
explicit. wider reading to make points clear and explicit.

Justify Communicate well-structured and coherent

Support recommendations, arguments relevant to marketing.
explanations or arguments, with valid
reasons for and against.

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Outline Selectively identify valid and relevant information

Set out main characteristics or general from a range of sources, making judgements
principles, ignoring minor details. where data/information is limited.

Plan Produce a structured proposal for planned stages

Put forward a proposal for a course of to achieve a goal in professional contexts that
action, usually to achieve a goal. include a degree of unpredictability.
Interpret, use and evaluate numerical/financial
data to achieve the end goal.
Present Make formal presentations about specialised
Exhibit something to others. topics to informed audiences that include
professional peers, senior colleagues and
specialists.
Recommend Produce reliable and valid conclusions and
Put forward proposals, supported by a proposals based on abstract data and situation,
clear rationale. appropriately contextualised to a marketing
context.
Reflect Review and critically analyse a range of complex
Think carefully about something; issues in order to assess reasons for an item’s
consider something; review something success or failure and/or to identify improvements
that has happened or has been done. that can be made.

State Present new and/or abstract data in a clear and

Present in a clear brief form. concise manner, appropriately contextualised to a
marketing context.

Summarise Summarise abstract information, data and

Give a concise account of the key contradictory information in a logical and concise
points, omit details and examples. manner.

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Level 7 Postgraduate Diploma in Marketing

Command Word Postgraduate level

Analyse: Can analyse complex, incomplete or contradictory areas
Examine a topic together with of knowledge and diverging schools of thought using
thoughts and judgements appropriate models, principles and definitions.
about it. Can analyse a range of models and schools of thought
independently demonstrating critical awareness and
originality of thought.

Appraise Can evidence a depth of understanding and a substantial

Evaluate, judge or assess. body of knowledge working with ideas and models that
are at the forefront of the discipline.
Can demonstrate awareness of and ability to articulate
the implications of conflicting ethical dilemmas.

Argue Can critically analyse complex, incomplete or

Provide reasoned arguments contradictory areas of knowledge of a strategic nature
for or against and arrive at an and communicate the outcome effectively.
appropriate conclusion.

Assess Can assess a wide range of theoretical

Evaluate or judge the principles/methodologies, applicable to the discipline and
importance of something, their own work and apply these within a senior marketing
referring to appropriate management context.
schools of thought.

Compare and contrast Can synthesise and analyse the similarities and
Look for similarities and differences between two or more contexts, in a manner
differences leading to an that is innovative and original.
informed conclusion.

Define Can define key words reflective of a body of knowledge

Write the precise meaning of a at level 7.
word or phrase. Quote a
source if possible. Can show that the distinctions contained or implied in the
definition are necessary or desirable.

Describe Can critically analyse complex, incomplete or

Give a detailed account of. contradictory ideas and information and can present the
findings clearly and effectively.

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Demonstrate Can explain and utilise theories and concepts from the
Explain, using examples. forefront of the discipline/practice demonstrating a
mature and analytical understanding and awareness of
principles and practice at a strategic level.
Discuss Can synthesise information, with critical awareness in a
Investigate or examine by manner which is innovative and original using language
argument and debate, giving which is appropriate at a senior level.
reasons for and against.

Evaluate Can critically evaluate complex, unpredictable and

Make an appraisal of the value contentious information, often in a specialist context and
(or not) of something, its arrive at informed conclusions and argue alternative
validity, reliability, applicability. approaches.

Explain Can present complex, incomplete or contradictory areas

Make plain, interpret and of knowledge of a strategic nature and communicate the
account for, enlighten, give information effectively.
reasons for.
Illustrate Can apply relevant contemporary issues demonstrating a
Give examples to make clear mature and analytical understanding and awareness of
and explicit, to demonstrate. strategic issues that are at the forefront of the discipline.
Justify Can articulate complex arguments with critical awareness
Support recommendations, in a manner which is innovative and original.
explanations or arguments,
with valid reasons for and
against.
Outline Can selectively identify valid and relevant information
Give main features or general from a range of sources relevant to level 7.
principles, ignoring minor
details.
Recommend Can produce reliable, valid and incisive conclusions and
Put forward proposals, proposals based on complex, incomplete or contradictory
supported with a clear data or information, appropriately contextualised to a
rationale. given context.
State Can present complex, incomplete or contradictory data or
Present in a clear brief form. information in a clear and concise manner, appropriately
contextualised to a given context.
Summarise Can summarise complex, contradictory or contentious
Give a concise account of the information in a logical and concise manner.
key points, omit details and
examples.

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