Essay Writing Skills

This guide is designed to help students to structure their work. Like any written work, essays require careful planning, reading and note taking, appropriate academic style, referencing and structure.

An essay is different from a report in that it is generally written as one flowing document that uses paragraphs to separate ideas, without the section headings, underlining, numbering and bullet points that are used in reports. Usually, essays do NOT have diagrams or appendices.

Essays have 4 vital sections: Introduction, Main Body, Conclusion and References/Bibliography. The word count applies to three essay sections, NOT including the References or Bibliography.

The Introduction paragraph/section
This helps set the context for the essay. It introduces the main ideas of the essay and draws the reader into the subject. A good Introduction gets to the heart of the subject and captures the interest of the reader, acting as a trailer to what is to follow. It tells readers what to expect by addressing Who, What, When, Where, Why and How? The Introduction outlines the main issues on which you intend to focus and others you just intend to mention. In this way it sets your parameters. It defines any terms or concepts that you need and acknowledges possible issues raised by the question and explains your approach. It could include a comment on the importance of the topic. It may act as an overview in summarising the issues, to show an understanding of the exact question, and present the method of research or experiment. It is often about 10% of the length of the essay.

An example of a basic Introduction for ‘Discuss the relevance of the marketing mix for a tourism organisation’ might be:
The purpose of this essay is to… (Repeat the essay task in your own words, i.e. discuss …). The basic marketing mix is known as the 4Ps and is attributed to McCarthy over 40 years ago. It is still useful and quoted today. This essay will use examples from P&O Cruises to discuss the relevance of the 4Ps – i.e. product, place, promotion and price. Because a tourism organisation offers an intangible service, the 4Ps apply in a different way to many products.

A good Introduction might be:
McCarthy’s 4Ps model of the marketing mix (1960) appears to have global recognition and is widely used. However, since the 1980s other academics such as Booms and Bitner (1981) have developed his theory and extended the marketing mix in order for it to apply more effectively to tourism by including other elements such as ‘People’ (as tourism is an intangible, non-standard, perishable product reliant on people delivering the service). This essay will define and discuss various marketing mix models and consider various views for either keeping a simple 4Ps or extending to 5Ps, 7Ps or more, and consider whether all aspects are equally relevant. The relevance of these marketing mixes will be applied to a tourist board, as this faces special challenges.

The main body is the place for your evidence!
The main section of the work should be organised into paragraphs which present the facts and develop the arguments. The structure will depend upon what you are asked to do, e.g. compare and contrast, analyse, critically evaluate, explain, etc. View ASU Guide for Instructional Terms. Address the exact task and focus on the question set. It is this difference that gives work better grades. Never write all you know about a topic!

Decide on your main points. Organise these points in appropriate paragraphs to build your work in a series of logical steps to suit the essay’s length, complexity and purpose. Paragraphs group related sentences to develop each main idea, making it easier to follow your points. In each paragraph include PEEEL – Point, Evidence, Example, Explain, Link. Paragraphs need a key Point, which is often the first sentence. Define your point, clearly and concisely. Then include supporting Evidence, quote definitions, refer to facts, and other people’s theories that relate to the same point. Apply relevant Examples to clarify. Explain the relevance to the main point in following sentences. Often paragraphs have four to eight sentences that show your evidence and comments upon it. Make sure paragraphs Link with preceding or subsequent content and use signposts and linking expressions frequently. Remember to keep linking to the essay title. The final sentence of a paragraph acts as link forward to the information of the next paragraph.

So paragraphs share characteristics (UCOD). All the sentences in a paragraph have Unity as they should relate to the same point/ topic. Each paragraph should be Coherent, containing sentences in logical order, with linking words helping to make transitions between sentences. The Order of information should be clear, whether it is chronological or by order of importance. Paragraphs can be Developed by using examples, comparison, contrast, statistics, definitions, analysis or a combination of these, depending on the purpose of writing or the subject matter. Always check that you define (before you develop) important ideas/ concepts used in your work. Avoid long and rambling sentences and paragraphs. Consider the length of each paragraph and if the points could be more clearly expressed and if separate paragraphs are needed.

Write as concisely as possible. Remember KISS; Keep It Short and Simple to make your meanings clear. Use ASU Guide to Academic Writing Style to check Business School requirements, which generally avoid using slang, informality and personal pronouns like ‘I’ or ‘We’ or ‘You’.

Use signposting words and phrases (e.g. therefore, however, conversely, again) to help readers follow your work. See ASU Guide to Words for Linking Paragraphs. Phrases such as "The underlying reason" may be used to address the cause/effect and show relationships between concepts, etc. "It is disputable whether" may be used in arguments (i.e. giving and evaluating information). "The first factor to consider” may be used to order or process (showing how something is done).

When you provide specific detail/s as evidence, follow Harvard Referencing system. Show how each reference used relates to the exact task and supports your points. You are the detective giving all possible evidence to support the case! State your evidence for all assertions. Avoid generalisations (e.g. All authors consider…), assumptions (e.g. People in Britain are British) and rhetorical questions (e.g. Why does this happen?). Choose your quotes carefully, keeping them brief and explaining the importance and relevance of each. You need to use as much evidence as possible! Quotes need to be within quotation marks and clearly state Author (year: page number). Paraphrased references need Author (year). Copy all reference details into the References/ Bibliography immediately, fully and accurately as this is better than compiling the list later.

Refer to all your sources in 2 places:
In the main body of your work in the abbreviated form (author’s surname, year)
In the last section, in a detailed list of References/Bibliography.

Conclusions – Summarising key points in the last section/paragraphs
Restate your focus by emphasising the key points, drawing together the threads of your work. A basic conclusion refers back to the main points, linking them to the exact task to prove that you have addressed it exactly. For example, ‘This essay has looked at the issues of… and found…’

DO NOT include any new information/evidence because you are ‘summing up’ (as for a jury!). For this reason, you generally do not include any text citations but you may cross reference. Check your Conclusion refers back to the Introduction. Link them in case the reader was not paying attention! Make sure that your ending does not tail off weakly as a conclusion should be strong!

This may be the place for you to form a judgement - your own personal conclusion/personal observations. Sometimes this is the place to make recommendations. However, you do not use the first person, e.g. I feel that… / I think that…. Use the third person, even when providing your opinion, e.g. It appears that…/ It can be concluded that…Lecturers will advise you what they expect. Ask if you are unsure.

References/ Bibliography
Follow Harvard Referencing for all referencing and quotations. Referencing is the process of recording details of the secondary sources (books, journal articles, electronic sources, etc.). Read the ASU Guide to Harvard Referencing for examples of how to reference any sort of material. Check your Harvard Referencing is thorough - that you have included all your sources and that their spellings and years of publication are correct. Cross-reference points where possible to avoid repetition.

Remember the References section at the end of your essay ONLY contain sources that you have referred to in the text. Bibliographies contain all the sources that you used in your research, even if you did not quote or refer to them specifically in your text. Your lecturer will advise which they require.

Check your work
When finished your first draft, make sure that all sections link, flowing smoothly from one idea/point to another. Check spelling, punctuation and use of English grammar. Edit to improve clarity and readability, to cut repetition and keep within the word count. Attend an ASU Editing & Proof Reading workshop & see ASU Guide to Drafting, Editing and Proofreading Your Work.

Include your name, ID, module code and page number as a footer on all pages. Check your title page has all necessary details, for example: Full title of your essay Lecturer’s name Your Module and Degree programme Your name /ID Submission date Final word count Finally – Submit your work on time to avoid penalty!