A GUIDE TO COMMAND WORDS
Command Word Level 4
Can analyse a range of materials
and a selected number of sources
with minimum guidance using
Analyse given models, principles and
Examine a topic together with definitions
thoughts and judgements about it
Can compare alternative models
and techniques using appropriate
rationale and criteria
Can provide a detailed account of
the subject area including key
theories and models
Appraise
Evaluate, judge or assess
Can demonstrate an
understanding of the wider social
and environmental implications
Argue
Can produce reasoned arguments
Provide reasoned arguments for or
in response to a given brief using
against and arrive at an
terminology correctly
appropriate conclusion
Assess
Can constructively consider and
Evaluate or judge the importance of
effectively assess a wide range of
something, referring to appropriate
information for specified tasks
schools of thought
Level 5 Level 6 Level 7
Can analyse new and/or abstract Can analyse complex, incomplete
Can analyse a variety of materials
data and schools of thought and or contradictory areas of
from different sources and draw
can consider alternative solutions knowledge and diverging schools
conclusions independently, using
and outcomes independently, of thought using appropriate
given models, principles and
using a range of appropriate models, principles and definitions
definitions
models, principles and definitions
Can analyse a range of models
Can compare and analyse
Can compare and analyse and schools of thought
alternative models and
alternative models and schools of independently demonstrating
techniques using appropriate
thought using appropriate critical awareness and originality of
rationale and criteria
rationale and criteria thought
Can provide an analytical account Can evidence a depth of
Can provide a comprehensive
of the subject area with understanding and a substantial
and detailed critique of the
reference to relevant theories body of knowledge working with
subject area demonstrating an in
and models showing insight and ideas and models that are at the
depth understanding and
awareness forefront of the discipline
awareness
Can demonstrate awareness and Can demonstrate awareness of
Can incorporate a critical ethical
insight into the social and and ability to articulate the
dimension when analysing lines of
environmental implications of implications of conflicting ethical
argument
different contexts dilemmas
Can engage in an effective debate Can critically analyse complex,
Can develop rationalised
in a professional manner incomplete or contradictory
arguments to given scenarios using
evidencing a comprehensive areas of knowledge of a strategic
appropriate terminology, concepts
understanding and application of nature and communicate the
and principles
key principles outcome effectively
Can assess a wide range of
theoretical principles/
Can synthesise and assess new
methodologies, applicable to the
Can consider a range of data and/or abstract information and
discipline and their own work and
and/or information and assess their data in the context of wide
apply these within a senior
relevance for specific tasks ranging problems, using a range of
marketing management context
techniques

Compare (and contrast)
Look for similarities and differences
leading to an informed conclusion
Define
Write the precise meaning of a
word or phrase. Quote a source if
possible.
Describe
Give a detailed account of
Demonstrate
Explain, using examples
Discuss
Investigate or examine by
argument and debate, giving
reasons for and against
Evaluate
Make an appraisal of the value (or
not) of something, its validity,
reliability,
applicability
Can constructively consider and
effectively analyse the similarities
and differences between two or
more contexts
Can define key words reflective
of a body of knowledge at level 4
Can constructively consider and
clearly describe a range of ideas
and information towards a given
purpose
Can clearly explain a range of ideas,
using illustrative examples to
underpin concepts used
Can produce well structured,
coherent and detailed arguments in
response to a given context, using
terminology fluently
Can select appropriate techniques
to evaluate the relevance and
significance of the information and
data collected
Can analyse and summarise the
similarities and differences
between two or more contexts
Can define key words reflective
of a body of knowledge at level 5
Can analyse and clearly describe a
range of ideas and information for
a given purpose
Can clearly explain a range of
ideas, concepts and theories and
support them with relevant
examples
Can produce coherent arguments
to support ideas or solve specific
problems using appropriate
vocational terminology
Can select from a range of
techniques and justify their
relevance and significance,
especially in relation to information
and data; to make
recommendations and draw
meaningful conclusions
Can synthesise and analyse the
Can synthesise and analyse the
similarities and differences between
similarities and differences
two or more contexts, in a manner
between two or more contexts
that is innovative and original
Can define key words reflective
of a body of knowledge at level 7
Can define key words reflective
Can show that the distinctions
of a body of knowledge at level 6
contained or implied in the
definition are necessary or desirable
Can synthesise and analyse new
Can critically analyse complex,
and/or abstract ideas and
incomplete or contradictory ideas
information and present a clear
and information and can present
description and account of the
the findings clearly and effectively
findings
Can explain and utilise theories and
Can explain a broad range of concepts from the forefront of the
ideas persuasively and with discipline/practice demonstrating a
originality, using a wide variety of mature and analytical
illustrative examples to underpin understanding and awareness of
findings and exemplify points principles and practice at a
strategic level
Can synthesise information, with
Can produce detailed and coherent
critical awareness in a manner
arguments in response to well
which is innovative and original
defined and abstract problems
using language which is
using relevant vocational language
appropriate at a senior level
Can select from a range of
Can critically evaluate complex,
techniques to critically evaluate
unpredictable and contentious
complex, contradictory information
information, often in a specialist
to support conclusions and
context and arrive at informed
recommendations and in the
conclusions and argue alternative
process review its reliability, validity
approaches
and applicability

Explain
Make plain, interpret and account
for, enlighten, give reasons for
Illustrate
Give examples to make clear and
explicit, to
demonstrate
Justify
Support recommendations,
explanations or arguments, with
valid reasons for and against
Outline
Give main features or general
principles, ignoring minor details
Recommend
Put forward proposals, supported
with a clear rationale
State
Present in a clear brief form
Summarise
Give a concise account of the key
points, omit details and examples
Can present valid and relevant
information evidencing knowledge,
understanding and application of
key principles relevant to a defined
context
Can apply a wide variety of
illustrative examples to underpin
concepts used
Can support lines of argument
with relevant information from a
range of sources
Can selectively identify valid and
relevant information from a range
of sources relevant to level 4
Can produce valid conclusions
and proposals based on abstract
data and information, appropriate
to context
Can present new and /or abstract
data and information in a clear
and concise manner, appropriate
to a given context
Can summarise information and
collate in a logical manner
Can present valid and appropriate
evidence, which demonstrates in-
depth knowledge, understanding
and application of key principles
relevant to an applied context
Can apply a wide variety of
illustrative examples to underpin
concepts, findings and
recommendations
Can effectively communicate well
Can justify arguments with relevant
structured and coherent arguments
information from a range of sources
relevant to appropriate contexts
Can selectively identify valid and
relevant information from a range
of sources relevant to level 5
Can produce reliable and valid
conclusions and proposals based
on abstract data and information,
appropriate to context
Can present new and /or abstract
data, information and situations
in a clear and concise manner,
appropriate to context
Can summarise and collate
information and data in a logical
manner
Can present complex information Can present complex, incomplete
evidencing comprehensive or contradictory areas of
knowledge, understanding and knowledge of a strategic nature
application of key principles and communicate the
relevant to an applied context information effectively
Can apply relevant contemporary
Can apply a wide variety of
issues demonstrating a mature
illustrative examples to underpin
and analytical understanding and
findings supported by references to
awareness of strategic issues that
wider reading to exemplify
are at the forefront of the
points
discipline
Can articulate complex arguments
with critical awareness in a manner
which is innovative and original
Can selectively identify valid and Can selectively identify valid and
relevant information from a range relevant information from a range
of sources relevant to level 6 of sources relevant to level 7
Can produce reliable and valid Can produce reliable, valid and
conclusions and proposals based incisive conclusions and proposals
on abstract or incomplete data based on complex, incomplete or
and information, which is contradictory data or information,
appropriate to context which is appropriate to context
Can present new and/or abstract Can present complex, incomplete
data, information and situations, in or contradictory data or information
a clear and concise manner, in a clear and concise manner,
appropriate to context appropriate to context
Can summarise abstract Can summarise complex,
information, data and contradictory contradictory or contentious
information in a logical, and concise information in a logical and concise
manner manner