Report for consulting management course, based on proposal which introduce someone as consultant to solve issues of mentioned company
Hi
You can see an essay related to company named tech talk encountered problems and need consulting management, and I also attached my proposal based on this essay, so I need a report based on these two files ( essay, and proposal), you can also see the world file( named ,introduction file ) which explain the instruction of this assignment that are needed to include.
Founder name:
Consultant name:
Address:
Email:
Tel:
Date:
Dear Mr. Founder
In this part at first, we have to Thanks to the CEO for choosing us as a consultant and then express hope to achieve goals that have mentioned in proposal. At last we have to announce these commitments will be done in specified time in proposal and declare that all the statistical report and analysis and required reports and data have been prepared according to the standards of organization.
Disclaimer
In this part you have to mention the companys problem and then declare according to these problems and your proposal your preliminary element for modifying procedure will be
And these approaches will be applicable after confirming by CEO.
Executive Summary
Introduction
You have to write a background from proposal (not copy and paste) paraphrase that part
Problem statement
Write the problems in bullet point
Swot Analysis
You can use swot part of proposal but paraphrase it and apply it in table
Recommendations
Conclusion Contents
Introduction 3
Background and understanding of problem 3
Problem to be addressed 4
Project purpose 5
Project scope 6
Approach and methodology 6
Project schedule 7
Timing and cost estimates 8
Anticipated benefits and outcomes 8
Consultant credentials 10
Conclusion 10
Introduction
This is the proposal of the Tech talk engagement among social media and SEO to improve the growth of the online presence of tech talk. Tech Talk is a talk show founded by Dr. Aditya Khare and Dr. ArshiaChak, which is a premium technology and knowledge engagement among the domain of information technology. Tech talk is the content publishing portal that is based on engaging the E-commerce and IT portals within the daunting engagement of growth strategy. This online tech talk portal usually requires quick and engaging operations among the ownership and identity of key observations and engaging staff. Tech talk needs to expand to the online presence of the portal, in order to improve the presence of portals. This can help tech talk to expand their presence and readers quickly with the help of various online strategies and available growth in the online world.
The topic of the proposal is Tech Talk: Creating a Social Medium Strategy. The assignment will identify the key background or understanding of the problem or topic. The scope of the project will be identified, too, along with the work plan and process of the project. The project fees and schedule of the complete project will be decided or identified in the assignment proposal. The key recommendations for tech talk would include key social media strategies and online presence that needs to be approached through various SEO strategy and social media strategy.
Background and understanding of the problem
The market and engagement of the public have been focused on, moreover, online engagement and strategies. There is a 14% growth in the strategy of online engagement and social media growth. Social media and Search engine optimization are two most proven online strategies to expand the portal engagement and its marketing.
The electronic content publishing industry has been expanding, along with knowledge blogs. These portals have been expanding in the digital platform quickly, and it is growing year by year. In October 2016, web 2.0 websites were expanding quickly, with approximately 319 million contents been proven to be chosen among online content publishing blogs. Tech talk needs to choose one of those social media mediums to expand the marketing of their portals of technology. According to Bohon & Sumy, web 2.0 technologies and industries has a total market share of 12% among the online content-driven segments of generating business models.
The data of the social media platforms and their capability in the expansion of marketing new portals is quite confusing. According to the case study, there are only 323 tweets with 34500 impressions which are not too good for creating effective mentions and rewets. Along with this aspect, it is quite important to sustain a good amount of web design and elaborated engagement of profile, and hence this would make up the effective expectation of large databases among the informative engagement of tech talk followers. The followers of social media engagement and descriptive analytics need to develop major engagement of dynamic users, and hence SEO and other strategies too need to be considered. This is the key gap in this research topic, and hence this needs to be followed effectively through machine learning and discovering the analytics of various analytical frameworks of research methods and social media data.
Problem to be addressed
The key problem to be addressed in the assignment includes the area of online content-driven industry and the dilemma of many available social media strategies among Tech talks social media strategy. There are too many platforms available, including Face book, Twitter, Instagram, etc., and this assignment will solve the dilemma or issue of choosing the appropriate online platforms based on key performance indicators and websites. Does tech talk need to manage the social media marketing in house, or will it be outsourced? How to grab the social media platform and harness the online platform is a difficult task and the key problem of tech talk. Tech talk has only 1500 subscribers on the Face book page, and hence it is important for them to analyze the social media platforms and their capabilities to reach out to the engagement of consumers. The problem of expanding the social media platforms, and choosing the best available social media medium to provide good portal presence among the online content presence.
Internal factors
Changing the marketing team and improving the talent management to market online
Improving the SEO engagement and expanding the portal and tech talk presence
External factors
Improving the content through the best available social media medium, investment in the feedback and review system to improve the portal of tech talk
Project purpose
The purpose of this project is to enlighten the area of online content strategy of tech talk and how they can sustain and can nurture the social media strategy for the expansion of online portal presence. Among the various social media platforms, it is important to filter the best available social media platform that tech talk needs to use for engaging more and more viewers of the campaign. The filtering and choosing the best available social media medium among the key performance indicators with effective marketing teams .
Project scope
The project includes:
Completion of research on various social media mediums to choose the best available SEO and strategy of portal marketing.
Social media marketing would be done inhouse, or it will be outsourced. It is important to sustain and choose the best medium to improve portal engagement.
To improve the long-term engagement of online content development and social media medium to be used to effective progress in subscribers.
This project hence can help tech talk to improve online content management and the growth in digital areas.
The project can identify the key social media platforms that would be best in choosing online content growth and an increase in the total number of subscribers rapidly.
Approach and methodology
Research approach
The research project will be conducted by the qualitative research method. Quantitative and qualitative research methods are the key approach to the collection and conducting the data analysis and its collection. For this research project mixed approach towards the collection of data and research would be best. It is because a mixed approach of research is effective in collecting the data in the quantity and quality of indebting knowledge.
The mixed approach towards research will include the use of a questionnaire survey and interview process. The questionnaire survey will collect the data in quantity, and the interview process will help in the collection of data in the dept.
These are the primary research approach and data collection, but along with it, secondary research methods will be used too. The secondary research and data collection including the use of journals, articles and various public journals and websites
The use of primary and secondary data collection will help in collecting all the data that is required for tech talk to expand their online content engagement and review process.
The data will be collected from IT professionals and social media experts. The questionnaire survey will be given to 20 experts, and two managers of social media teams will be conducted. The choice of respondents will be made by a random sampling method. Random sampling method will help I reducing the biases among the data collection for ethical engagement.
Project schedule
Project activities
Completed by
Project set up
6 August 2020
Problem identification and scope
8 August 2020
Research approach and methodology
8 August 2020
Data collection
8 August 2020
Literature review
10 August 2020
Data analysis
21 August 2020
Draft revision
30 August 2020
Final revision
8 September 2020
Timing and cost estimates
The total hours of work would be 260 hours. The project will get completed in 260 hours of engagement of the research team in collecting data and analyzing to come to a conclusion. The cost would be engaged to project the approach and data collection. The data collection and content sharing among the key process of company-sponsored engagement of open source websites. The cost will be estimated at $10000 USD. The project will cost this much, and 4000 dollars would be engaged for effective cost and productivity. The cost needs to be engaged through the key purpose of process and type of statistical tool and opinion mining for new insight tech talk. The holistic approach of discussion topics needs to develop a sentimental abstract and elaborate overview.
Anticipated benefits and outcomes
More inbound traffic
The Tech talk platform, which is in its infancy stage currently and is only five years old has been able to neglect the importance of social media and the various platforms such as Facebook, Twitter, Quora, Instagram, Pinterest, and YouTube. But the Limited nature of inbound traffic in the last 2 to 3 years has made the owners Aditya Khare and his partner realize the importance of integrating social media in their marketing strategy.
Investor attraction
One of the most prominent motives that the owners of tech talk had before initiating the change to increase the social media presence of their platform was to attract potential investors in their business.
Improved search engine ranking
By integrating the technique of Search Engine Optimisation, the Tech talk marketing strategy will be able to ensure that the platform and its published content it is listed as one of the top search results when any users across the globe on any of the platforms on which Tech talk as a presence searches for a particular keyword that has been identified by the marketing team as a keyword.
Higher conversion rates
Though the concept of conversion currently relevant for the business as they are not offering any Merchandise that can be paid for and can be purchased by the visiting user.
Better customer satisfaction
The business currently has no established communication channel, which enables its users to convey their satisfaction dissatisfaction or feedback back to the business owners.
Improved brand loyalty
Increasing brand loyalty is a long shot process, and a social media marketer needs to do a number of different things correctly in order to ensure that a majority of its customers are making a repeat purchase.
Cost-effective marketing
The choice of social media marketing will be perfect for the business as social media marketing is considered to be one of the most cost-effective ways of marketing.
Gaining market place insights
Registering on social media platforms and increasing online presence not only has benefits as from the customers perspective but also enables a business organization to conduct accurate market research by using the data that can be collected via the social media platforms in regards to the needs and preferences of the customers at the Trends and the new directions in which the market is growing
Consultant credentials
I completed a bachelor of civil engineering from the University of Tehran and working as a project manager in this field for six years. I began my MBA in September 2019 at University Canada West. One of the factors of my success is my experience in providing positive recommendations and applicable consultation with my clients. I have also applied sound consultation to different businesses in the country. My experiences help me to recognize industry trends, and I also emphasize on providing suitable recommendations based on the internal and external analysis of the companies.
Conclusion
The research proposal has been able to put forth detailed documentation of the steps that will be taken in order to help take the marketing decisions at ‘Tech talk’ that will enable it to increase its online presence and make use of integrated channels of communication in order to ensure that the visibility of its content is rand higher than its competitors. The research proposal first has been able to establish the specific problem that is being faced by the business, which is that the business has unable to neglect the importance of social media and associated marketing practices and has been able to survive for five years without an online presence. But the owners have now realized that they need to actively pursue social media marketing strategies in order to enhance the further growth of the business. The owners of the business also are on a Lookout for potential investors who have an interest in the field and can see potential in the business. One ulterior objective behind the initiation of social media marketing strategies is to identify such investors. The research proposal has been able to clearly define the scope of the project in terms of the activities that need to be completed in order to be able to inform the business owners as to what specific steps that need to be taken. A detailed schedule has been made, which has associated time durations with all the activities, and it has been estimated that the research that needs to be conducted will take not more than three months. The anticipated benefits of conducting such research have been listed in detail, and these benefits can be used as a point of reference at the end of the research and implementation of the recommendations by the owners in order to ensure that the achieved results are aligning with the stated results.
2 9B17E009
TECH TALK: CREATING A SOCIAL MEDIA STRATEGY
Arpan Kumar Kar and Reema Aswani wrote this case solely to provide material for class discussion. The authors do not intend to
illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other
identifying information to protect confidentiality.
This publication may not be transmitted, photocopied, digitized, or otherwise reproduced in any form or by any means without the
permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights
organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western
University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) [emailprotected]; www.iveycases.com.
Copyright 2017, Richard Ivey School of Business Foundation Version: 2017-07-19
In late 2016, Dr. Aditya Khare was trying to decide how he should promote Tech Talk, the content
publishing portal he had co-founded in 2012. As of December 1, 2016, the portal was slightly over five
years old and had a relatively small social media presence. Khare wanted to change that. He understood
that it was impossible to ignore social media in his growth strategy. He wanted Tech Talk to get ample
traffic directly through platforms such as Facebook and Twitter. He also wanted it to have a strong presence
among special interest groups on social media so that discussions could be initiated and carried forward to
enrich the body of knowledge on the web. However, coming up with a strategy that could be implemented
by his small team was turning out to be more daunting than he had initially thought. Khare needed to find
an answer within the next week, when he would have to present the portals annual progress to other
governing stakeholders.
One of Khares agenda items for the future was fast growth, which needed to be fuelled by capital inflow
from investors. A successful social media strategy would play a key role in that initiative. However, Khare
did not want to experiment too much. Instead, he wanted to use established strategies for developing a
strong presence on social media. How should he strategize the interaction with readers on social media?
Which platforms should he focus on? How should he invest in building a presence on these platforms?
ELECTRONIC CONTENT PUBLISHING INDUSTRY
The electronic content publishing industry (often called the electronic publishing industry, or knowledge
blogs) was one of the faster growing industries in the digital economy based on year-on-year growth.1 In
October 2016, there were approximately one billion Web 2.0 websites, with approximately 319.8 million
content publishing blogs available. Web 2.0-based industries witnessed a number of innovative revenue-
generating business models, which targeted a focused yet narrow customer segment but created a lot of
returns, especially in the shorter run. This success inspired new entrepreneurs to join and take up new
initiatives in the industry. Some of these emerging business models attempted to provide their target
customers with unique niche content, while many other business models were repetitive and thus failed to
1 Rdiger Wischenbart, The Global Ranking of the Publishing Industry 2015, 3-4, accessed May 10, 2017,
www.wischenbart.com/upload/Wischenbart_Ranking2015_analysis_final.pdf.
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Page 2 9B17E009
make any significant business impact. In the long run, many of these initiatives failed to sustain their growth
and died.
The electronic publishing industry was highly fragmented. Thousands of content publishing websites
posted news and content that could be considered generic and that crossed all domains or interest areas,
while specialized content publishing companies focused on a niche market. As an alternative, some popular
yet small teams of bloggers shared niche, yet highly focused, content with their readers. Added to this mix
were content providers who mechanically churned content from existing websites, using article spinning
systems. These websites created new content, and kept adding it to the repository of posts and articles. Such
spun articles, if checked for similarity, showed original results. However, if the websites were checked for
unique contribution, originality of thought, or even synergy of meaning within articles that were published,
they failed, since articles were randomly generated using mix and match techniques from synonym-based
dictionaries.
All in all, one billion websites provided trillions of pages of digital content, often with little differentiation
for the not so well-versed consumer.2 These websites faced a major challenge in creating a niche to attract
readers, retain them, and generate revenue effectively. Innovative business models and pricing schemes
were therefore required for sustenance and growth.
Search Engine Optimization
The electronic content publishing industry depended highly on two sources of traffic: search engines and
social media. To gain visibility in search engines, portals focused on search engine optimization (SEO)
the adoption of a set of practices and strategies affecting the visibility of a web domain in the unpaid results
of search engines (like Google, Bing, or Yahoo) to gain organic traffic. In general, the higher the number
of rankings and appearance a web page had in the search results, the greater would be the traffic it received
from the search engine when similar themes were searched by users.3 SEO could target different types of
organic traffic, including picture and video search, location search, academic research article search, news
and latest update search, and industry-specific vertical aligned search engines.
There were two types of SEO strategiesblack hat and white hatand websites often used them both.
Black hat SEO referred to strategies that focused on tricking search engines and mostly bypassed the
guidelines defined by search engines. It included strategies like keyword stuffing, using hard-to-detect text
that had the same colour for text and background, false automated redirects from other domains, and adding
unrelated keywords to the page content that would attract search traffic. White hat SEO, on the other hand,
used techniques and strategies that were mainly focused on a human audience and completely followed
search-engine-defined guidelines for webmasters and web developers. Some examples of white hat SEO
techniques were using correct keywords in text after a proper keyword analysis, backlinking to relevant
documents inside the domain and to other websites, using link-building techniques to enhance link
popularity through listing and submissions, and writing high-quality content for authentic human readers,
which promoted social sharing and citations.
2 John Sutter, How Many Pages Are on the Internet? CNN, September 12, 2011, accessed February 27, 2017,
http://edition.cnn.com/2011/TECH/web/09/12/web.index/.
3 Harold Davis, Search Engine Optimization: Building Traffic and Making Money with SEO, (Newton, MA: OReilly Media,
2006), 11-12.
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Research papers highlighted how these approaches were used.4 In addition, website development best
practices (which facilitated faster page loading), minimal use of iframes, minimal usage of JavaScript, and
the use of sitemaps resulted in better structured websites, which enabled search engine spiders to crawl
websites better. Some of the outcome of these approaches was dependent on the website hosting service
provider; thus, having a high-quality hosting service played a critical role in SEO.
A strong social media presence also had a positive impact on the SEO process and, therefore, on the organic
traffic generated by any web page. In fact, the content publishing industry had been radically changed with
the emergence of search engines and social media (see Exhibit 1).
Social Media
Having a strong social media presence was increasingly gaining importance, but understanding its scope
was still at a nascent stage. In the early days of Web 2.0 (around 2002 to 2008), having a social media
presence was critical for increasing online presence and improving the visibility of a web page in organic
search. However, social media presence was increasingly being recognized as not only an SEO booster but
also an important source of referral traffic. A huge population was sharing content on social media, and
social groups were getting regular updates on the newest content pertaining to specific areas and themes.
Social media presence was popularly interpreted as presence on social networking and content-sharing
websites such as Twitter, LinkedIn, Facebook, YouTube, Instagram, and Google+.
However, a deeper look into social media revealed the presence of more diverse websites5 in many
categories: social networking websites; creativity works sharing sites for videos and photos, user-sponsored
blogs, company-sponsored cause sites, company-sponsored blogs and websites, business networking sites,
collaborative websites, virtual worlds, e-commerce portals, podcasts, news-producing websites, educational
materials sharing, invitation-only social networks, open source websites and social bookmarking sites that
allowed users to suggest news and music (see Exhibit 2).6
According to Shareaholic,7 on average, 31.2 per cent of the traffic received by websites was from social
media. Top social media referrals, according to this report, were Facebook, Twitter, StumbleUpon,
Pinterest, YouTube, Reddit, Google+, and LinkedIn. According to a published report by Fortune magazine,
Facebook itself drove 25 per cent of the total traffic on average for many websites, and was followed closely
by Pinterest.8 In fact, there was a transition of focus from text-based content to image-based and video-
based content in social communications, as indicated by the growing popularity of platforms like Pinterest
and Snapchat. Traffic analytics indicated that Facebook (with 43 per cent) accounted for greater referral
traffic to news sites than Google (with 38 per cent) for the top 400 digital news publishers. As reported by
Business Fundas,9 webmasters felt that social media marketing provided better returns on investment than
4 Aaron Vegh, Chapter 9: Search Engine Optimization, in Web Development with the Mac (Indianapolis, IN: Wiley Publishing
Inc, 2010), 221239; Amy Van Looy, Chapter 6: Search Engine Optimization, in Social Media Management (Cham: Springer
International Publishing, 2016), 113132.
5 W. Glynn Mangold and David J. Faulds, Social Media: The New Hybrid Element of the Promotion Mix, Business Horizons
52, no. 4 (July 2009): 357365.
6 Arpan Kumar Kar, Integrating Websites with Social MediaAn Approach for Group Decision Support, Journal of Decision
Systems 24, no. 3 (November 2015): 339353.
7 Danny Wong, In Q4, Social Media Drove 31.24% of Overall Traffic to Sites, Shareaholic Reports, Social Media (blog),
January 26, 2015, accessed February 27, 2017, https://blog.shareaholic.com/social-media-traffic-trends-01-2015.
8 Mathew Ingram, Facebook Has Taken over from Google as a Traffic Source for News, Fortune, August 18, 2015,
http://fortune.com/2015/08/18/facebook-google.
9 Arpan Kumar Kar, Benefits of Social Media Marketing, Business Fundas, 2015, accessed April 10, 2017, www.business-
fundas.com/2015/benefits-of-social-media-marketing.
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Page 4 9B17E009
traditional marketing efforts; generated better leads for business; and improved sales conversion, website
visibility, brand association, and service and product awareness. However, interestingly, not every website
was able to ride this wave of social media, which often was making the already popular websites more
popular and phasing out the niche websites. The main reasons attributed to failing in social media were
inconsistency of communication with the companys value proposition, a general misunderstanding of how
social media really worked, lack of differentiation, and a lack of measuring and monitoring key performance
indicators.10
To further build their social media presence, webmasters were using different strategies. Some strategies
followed the ethical guidelines of social media use while others did not. Social media strategies that adhered
to ethical guidelines were focused on high-quality content, natural votes from viewers, natural sharing
among viewers, organic growth of subscribers through social media, and so on. As part of such strategies,
social media expert consultants engaged with opinion leaders and reputed bloggers to create high-quality
visibility on the web. Best practices and social media transformation were the focus, and often such
campaigns ran at a very high cost.
There were also many e-markets such as SocialLinkMart.com and SEOClerks.com, where people could
buy subscribers (i.e., fans and followers) for social accounts on Facebook and Twitter. People could also
buy social votes for content on such platforms. On sites such as Like4Like.org and EasyHits4u.com,
webmasters could artificially exchange votes, comments, and social shares to boost the visibility of a
website on platforms such as Twitter, Facebook, and Google+. Such purchase or exchange of social sharing
and votes was not supported by the ethical use of social media websites. However, social media websites
actively promoted advertisement schemes to facilitate greater reach of specific content or organizational
profile pages to potential interested user groups; such advertisements were the main sources of revenue for
these websites.
TECH TALK BACKGROUND
Founded in 2012 by Dr. Aditya Khare and Dr. Arshiya Chak, Tech Talk was a premium technology and
business knowledge portal focused on promoting knowledge in the domain areas of information technology
and systems. The portal provided systems for enabling business processes and social commitments. Articles
encompassed specialized areas such as business analytics, e-governance, e-commerce, Internet
technologies, information technology, big data analytics, project management, telecommunication
technologies and management, general business management frameworks, service science, e-payments,
digital marketing, smart cities, and other related themes.11 These articles were mostly theoretical and
provided deeper insights into the different domains of how emerging information technology affected firms
and societies. The objective was that for anyone exploring a specific topic covered in an article, the website
became a ready point of reference to read and comprehend, like any chapter of a textbook. Tech Talk also
published focused case studies, which could be used as minicases or caselets for a particular discussion
in classrooms and workshops.
According to Khare, Tech Talk content was differentiated from boring textbooks in the way it was
represented pictorially and graphically. Infographics were liberally used throughout the website and drew
a lot of views and reviews from visitors. Tech Talk formed a part of the already highly fragmented and
competitive electronic information publishing industry. Its performance was ranked against some of the
10 John Rampton, Why Most Social Media Strategies Fail, Forbes, April 22, 2014, accessed February 27, 2017,
www.forbes.com/sites/johnrampton/2014/04/22/why-most-social-media-strategies-fail.
11 About Us, Tech Talk, accessed February 17, 2016, http://tech-talk.org/about/.
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