CW2 BRIEF:FASHION & BRAND MANAGEMENT

This report will be broken up into TWO SEPARATE SECTIONS, but should be submitted as ONE piece of work. The total word count is words, not including tables, graphs and references. The aim of this assignment is for you to consider the health and lifestyle factors, other than just what someone consumes, that are vital to consider when trying to optimise a groups or individuals’ dietary intake.

SECTION 1
Within nutrition, when provided with a group average dietary intake, it is important to think about what factors may impact any recommendations you could provide to that population, and why the recommendations may differ for each individual. You have been given the average 7-day macronutrient intake of 12 moderately physically active university students, alongside basic anthropometrics of the individuals. You are to report the relevant information from this data set and discuss some of the anthropometrics and lifestyle factors that may impact your recommendations.

1) Using the calculated energy and macronutrient intakes of the participants provided (excel spreadsheet), summarise and present averages and dispersion of the group data. With reference to current national recommendations, identify any aspects of this group’s intake that are within these recommendations, but also if there are areas which you suggest could be improved. You must also consider other factors you are provided with, and information you would like to know about the population, to be able to form more relevant and accurate recommendations based on the overall group data.Your writing must include in-text citations of the sources of your information (UoN Harvard Referencing).
2) From the data provided, identify a single individual to provide specific recommendations to. Consider the factors you are provided with, and further information you would like to know about the individual, to form more relevant and accurate recommendations..

SECTION 2

Secondly, a well-structured ketogenic diet is characterised by high fat (60-70% total energy intake), low carbohydrate (5-10% total energy intake) and sufficient protein content (20-30% total energy intake). When diets are high in carbohydrates, the body typically utilises glucose metabolism as its primary energy source. A ketogenic diet can allow for the utilisation of an alternate energy source to glucose. You are to produce a report assessing the impact of a ketogenic diet on general health outcomes, as well as on human performance.

2a) Explain the mechanism behind how a ketogenic diet can alter metabolism.
2b) Identify two health issues and, with reference to the literature, explain how a ketogenic diet and its potential effects on metabolism may influence these health issues.
2c) Form a conclusion on the efficacy of a ketogenic diet in treating the health issues you have discussed.
2d) Discuss some of the possible societal issues related to a ketogenic diet, and what issues must be considered for an individual considering such a dietary pattern.
2e) An elite marathon runner is considering adopting a ketogenic diet. Describe, using evidence to support your answer, why this may NOT be beneficial for optimal performance.

Provide a reference list for the work overall (all sections together)(UoN Harvard Referencing).

You will be provided further explanation, guidance and support, in-class, with regards the specific expectations for
each of the sections (please ensure that you engage regularly to ensure that you are able to receive this support and
guidance).

You will be assessed on the following:
Your work provides evidence that you…
 can interpret data and apply it to novel situations.
 have ability to form arguments based on primary data.
 have ability to substantiate arguments with evidence from the literature.
 have ability to use appropriate referencing system (Harvard Referencing Guides)
 can work within an appropriate ethos and can use and access a range of learning resources.
 can manage information, collect appropriate data from a range of sources and undertake simple research tasks with external guidance.
 can take responsibility for own learning with appropriate support.
 can communicate effectively in a format appropriate to the discipline(s).
 can apply given tools/methods accurately and carefully to a well-defined problem and begin to appreciate the complexity of the issues in the discipline.

 operate in predictable, defined contexts that require use of a specified range of standard techniques.
 are able to act with limited autonomy, under direction or supervision, within defined guidelines.

You should consider the following when preparing your submission (simply answering these questions will not meet threshold standards for the learning outcomes, as you need to for example be able to “apply”, “argue”, and “discuss”):
For section 1:

 What is the best way to summarise the data? Consider how you yourself may like data to be presented when reading journal articles.
 What is the average calorie intake for the group, and is this above or below the national recommended intake?
 Are the macronutrients within the national recommended range?
 Which of the anthropometrics provided are important to consider?
 Are there any other anthropometrics/lifestyle factors not provided that would be useful to know and why?
 Are there other nutritional components that you would like to know and why?
 Think critically about the individuals' diet and how this might be improved, considering other factors you ideally would be provided with.
 Have you referenced the papers/journals that provide you with the information to contextualise the data, and formatted correctly according to the UoN Harvard referencing guide?

For section 2:

 What is the definition of a ketogenic diet?
 Are all low carbohydrate, high fat diets ketogenic?
 What metabolic pathwayss and energy systems might adopting a ketogenic diet influence or alter?
 What effect does it have on metabolism and why is this important to consider?
 Is there research to suggest positive and/or negative effects of this diet on specific health issues and what are the societal impacts of said health issues?
 From this research, what would you conclude about the efficacy of recommending a ketogenic diet to individuals with specific health issues?
 Why is it important for athletes to consider their diets in terms of their health as well as their performance?
 What does the literature suggest the effects of different dietary carbohydrate compositions has on the performance of prolonged endurance athletes?
 How is a ketogenic diet represented in traditional media and social media?
 What are potential issues that may arise from an individual deciding to adopt a ketogenic eating pattern without appropriate care and planning?
 What does the literature show regarding marathon performance and ketogenic diets? From the research you have provided, what would you conclude about the efficacy of recommending a ketogenic diet to marathon runners?
 Have you included all the necessary references and formatted them correctly in the UoN Harvard referencing style? Remember, overuse of quotes is not appropriate in tasks like these, as they often don’t show that you understand what you have read. You should write your own thoughts and understanding and then cite the original sources from which you developed them or obtained the information/data.