How to get top marks in your Business Management Internal Assessment – IA

Getting a great mark in your Business Management Internal Assessment (IA) is your chance to secure as many points as possible before you head into the final exams. 

However, you may be having doubts about whether you’ll be able to pull it off. In fact, IA can feel like a lonely mountain to climb, but it doesn’t have to be that way.

In this post, you will find tips from our IB Teachers and examiners who know what works with the IB Business Management IA and what doesn’t. You can also rely on them to provide focused support and tuition if you need a helping hand.

Without further ado, let’s dive in and explore these expert tips to turn your IA into a success story!

What is the Business Management Internal Assessment?

The Business Management IA is a compulsory project completed by students in the International Baccalaureate (IB) Business Management programme. Both SL and HL submit it. In a nutshell, the IA is independent research on a chosen business issue that tests your ability to apply business management concepts to a real-world situation.

To receive full marks, you need to analyse data using Business Management tools and theories, draw meaningful conclusions, as well as present your findings in a clear 1800-word written report.

The latest syllabus (first examined in 2024) doesn’t demand students to have ongoing access to a “real business,” so this in itself removes one significant hurdle. Still, you can use primary sources of information. Regardless of what you choose, you should have a focus on just one company.

It is important to note that  your IA contributes a significant portion of your final grade in the Business Management course. Many students are genuinely intimidated by independent research but you shouldn’t think of it as a barrier. Rather, it is an opportunity to demonstrate your understanding and critical thinking skills.

Also, by breaking down the project into manageable tasks, you can not only complete it on time but also achieve excellent results, and this is what we are going to look at in this post.

How Much Does IA Affect the Overall Assessment?

The impact of the Business Management Internal Assessment on your overall assessment depends on whether you’re taking the Standard Level (SL) or Higher Level (HL) course.

The Business Management IA for SL contributes 30% to your final grade. At the same time, its weight at SL is 20% of your total score.

The bottom line is, the IA is an important component of your Business Management assessment, regardless of your level. Hence it’s vital to dedicate sufficient time and effort to crafting a well-structured and meaningful investigation.

Why is the Internal Assessment Important?

Having said that, putting in the work on your Business Management IA isn’t just about securing a great grade. It is also about boosting your confidence before the final exams. Also, for those students that perform better through continuous assessment, rather than during the stress of the exam, this is your chance to excel.

A good IA provides peace of mind as you know that a large portion of your final mark is in the bag.

How to Get Top Marks in Your Business Management IA

Now that you have a clearer idea of Business Management Internal Assessment and its role, let us present our tips on how to nail it.  We have talked to our experienced IB Business management teachers and examiners to share their top suggestions and tips.

Start Early to Avoid a Clash of Deadlines

You might be tired of hearing this from your teachers, parents, and now from us, but sticking to deadlines is crucial. When IB core and subject deadlines collide, stress levels skyrocket.

That’s why your school sets deadlines earlier than the final IBO submission. It’s not to pressure you but to save you from burnout. They want you to submit all your IB work with peace of mind instead of scrambling at the last minute.

We’ve seen students fall into this trap. Luckily, it’s avoidable. How? The key is to break down your IA into manageable chunks. Set your own deadlines for different stages of your IA to ensure you stay on track.

Use the Marking Criteria as Your Guide

Your teachers likely emphasise this a lot, and for good reason! The marking criteria are your guide to a top-notch Business Management IA since they outline exactly what the IB examiners are looking for.

Keep the Business IA criteria 2024 close at hand as you write and edit your IA. It is a good idea to constantly check your work against each point and address all aspects for the highest marks.

As you do each draft go back to the criteria below and grade your work. Even better still, get a friend on your course to grade it for you, they may be more unbiased! Then you can quickly hone in on the ares you need to improve.

Overall, IA awards 25 marks across 7 criteria:

• A: Integration of a key concept;
• B: Supporting documents;
• C: Selection and application of tools and theories;
• D: Analysis and evaluation;
• E: Conclusions;
• F: Structure;
• G: Presentation.

How is the Business Management IA Evaluated?

As we have already mentioned, marking criteria explain the requirements of your research report. Take a look at this section carefully, as this is where you will be able to turn a good IA into a great one.

Here’s a breakdown of each criterion:

Integration of a Key Concept (5 points)

This criterion focuses on how effectively you connect a chosen key concept (change, creativity, ethics, or sustainability) to your chosen business. In particular, you’ll need to:

• Clearly identify your key concept;
• Focus your analysis on a single business and a specific research question related to its past or future;
• Integrate the key concept throughout your IA, from introduction to conclusion.

Supporting Documents (4 points)

Strong analysis relies on strong evidence. This criterion assesses the quality of the 3-5 supporting documents, i.e. whether they meet the following criteria:

• Be relevant to your research question and highlight different aspects of the issue;
• All documents should be contemporary (published within 3 years of submitting your IA);
• You can include up to one transcript (with key points from the original source) but aim for a mix of sources;
• Documents should be in-depth enough for comprehensive analysis and offer a range of perspectives.

Selection and Application of Tools and Theories (4 points)

This criterion evaluates your use of business tools and theories throughout the IA. To ensure you get all 4 marks, you need to:

• Choose relevant tools and theories that add value to your research;
• Clearly define and explain the chosen tools, techniques, and theories;
• Use them to analyse and present findings from your supporting documents;
• Highlight key themes from your analysis and explain their significance in addressing the research question;
• Integrate sources and data seamlessly within your IA;
• Analyse the strengths and weaknesses of your findings and methodology.

Analysis and Evaluation (5 points)

This one assesses your ability to analyse and evaluate the information from your supporting documents:

• Ensure your ideas and issues are presented in a clear and logical sequence;
• Effectively use data from your supporting documents to analyse and evaluate the research question;
• Integrate business concepts with your arguments and implications;
• Consistently evaluate the strengths, weaknesses, as well as benefits of your findings and ideas.

Conclusions (3 points)

A strong conclusion effectively wraps up your IA:

• Ensure conclusions align with the evidence presented throughout the IA;
• Avoid introducing new arguments in the conclusion;
• Acknowledge any limitations or uncertainties in your analysis;
• Offer realistic and appropriate ideas for further study;
• Clearly restate and answer the research question in the conclusion.

Structure (2 points)

A well-structured IA makes it easy for the examiner to follow your work. This is what you should do to receive 2 points:

• Introduce context, background information about the business, a clear outline of the issue, and details about your methodology;
• Present findings, analyse them with appropriate business tools, as well as evaluate strengths, weaknesses, and implications;
• Answer the research question in the conclusion.

Presentation (2 points)

A presentation demonstrates your attention to detail:

• Ensure your IA stays within the 1800-word limit;
• Your report has a clear format including a title page, table of contents, headings/subheadings, as well as numbered pages;
• You need to attach 3-5 supporting documents;
• Your bibliography should list all references.

Make Sure Your IA Stands Out from the Crowd

Examiners mark hundreds of Business Management IAs during a season. When we talk to the IA examiners at TutorsPlus they recommend thinking about how you can make yours truly stand out? 

The key answer lies in identifying your own interest, and linking it to your topic or research question. When you choose a company or sector that genuinely excites you, it adds a spark of enthusiasm to your work.

The beauty is, you have complete freedom. Explore your options and pick an enterprise that captures your imagination. This level of personal engagement will shine through in your IA, making it truly unique.

Choose the Right Research Question

Your Business Management IA is an investigative journey rather than just a report. To conduct this investigation effectively, you’ll need a well-thought-out research question at its core. But what makes a good research question? 

The criteria are the following:

• Relevance. It tackles a genuine business problem aligning with the IB syllabus;
• Focus. It’s specific and clearly defined;
• Conceptual lens. It integrates one of the Core IB themes – change, creativity, ethics, or sustainability – to analyse the problem from a broader perspective;
• Inquiry-Based. It sparks curiosity and guides your investigation towards uncovering insights.

When working on your Business Management IA, you can imagine that you are a business consultant brought in to address a challenge an organisation faces. What problem or opportunity within the business has piqued your interest? Now pair this with one of the conceptual lenses to make a research question more specific.

For instance, “To what extent has the implementation of remote work practices impacted X company’s organisational culture?” – this research question looks at the issue through the lens of chance.

Picking your research question is perhaps the most critical step as your whole research will depend on it. To get it right, feedback from your teacher or tutor is invaluable. A poorly defined research question may result in low marks or a large amount of rework down the line. If you or your teacher have doubts about the chosen path, you need to step back and see how you can improve it or explore a new idea altogether.

Use Sample Questions for Guidance

Can’t come up with good Business Management IA ideas? IBO will help you out. They’ve published a few sample research questions in the subject guide to serve as inspiration. These examples show the key elements of a strong research question, including focus, relevance, and alignment with a chosen conceptual lens.

We recommend using these IB Business and Management IA samples as a way to brainstorm your own questions as well as identify the areas of business management potentially relevant to your research, such as operations management, marketing segmentation, financial analysis, etc.

The IB subject guide includes Business Management IA examples such as:

•  Should Company Y change its manufacturing to outsourcing?

This question could be analysed through the lens of “Change” and explore areas like operations management and human resources.

• How can Airline X successfully target Segment Y?

Explored through the lens of “Sustainability”, this question may delve into market segmentation, promotion, financial performance, etc.

Practical Examples of Research Questions

Do you feel that these sample questions are not enough to give you inspiration for your research? Don’t worry, we are happy to provide a few fresh business management IA ideas to consider. Remember, you shouldn’t use them as they are. Instead, add your personal touch by changing industries, concepts, business issues, etc.

How effectively has Company X utilized social media marketing to reach a younger target audience?

Concept: Creativity.

Business Area: Marketing.

Here, you can examine the marketing mix (specifically promotion) and analyze how creatively the business uses social media platforms to target younger demographics.

Can outsourcing a specific production process to a developing country allow Company X to gain a competitive advantage in terms of cost and efficiency?

Concepts: Change / Ethics.

Business Area: Operations Management.

Exploring the concept of globalization and its impact on operations, this question may require you to analyse cost data, production efficiency metrics, as well as potential ethical considerations.

In what ways has the rise of e-commerce platforms impacted the traditional brick-and-mortar retail strategy of Company X?

Concepts: Sustainability / Change.

Business Area: Marketing, Sales, Strategic Management.

This question delves into the impact of a major change (e-commerce) on a traditional business model. You can analyse sales data, sustainability practices of both models, as well as potential adaptation strategies.

How can Company X leverage big data analytics to improve its customer service experience?

Concepts: Change / Creativity.

Business Area: Technology, Customer Relations.

With this question, you can explore the role of technology in driving change. To do so, analyse customer service data, potential big data applications, and their impact on customer satisfaction.

Should Company X adopt a subscription-based pricing model to increase customer loyalty and recurring revenue?

Concepts: Change.

Business Area: Marketing, Customer Relations, Finances.

This question focuses on a marketing strategy change and its potential benefits. For your Business Management IA, you can analyse customer data, revenue models, and competitor pricing strategies.

How effectively has Company X integrated ethical sourcing practices into its global supply chain?

Concepts: Ethics / Sustainability.

Business Area: Logistics, Supply Chain Management.

This question delves into ethical considerations and their impact on global business practices. You can explore a company’s sourcing practices, relevant ethical frameworks, and potential challenges.

To what extent can implementing artificial intelligence in its product development process allow Company X to gain a competitive advantage in terms of innovation and speed to market?

Concepts: Change, Creativity.

Business Area: Technology, Innovation Management, Product Development.

With this question, you can analyse the impact of technology (AI) on change within a company. Explore innovation metrics, product development timelines, and potential limitations of AI to address the research question.

How can Company X leverage corporate social responsibility (CSR) initiatives to improve its brand image and attract a more socially conscious consumer base?

Concepts: Ethics.

Business Areas: Marketing, PR

This question combines ethics and marketing strategies. You can analyze the public perception of the company’s brand, existing CSR initiatives, and potential marketing strategies to highlight them.

Should Company X consider implementing a more diverse and inclusive workplace culture to foster greater creativity and improve employee retention?

Concepts: Creativity / Ethics.

Business Area: Human Resource Management.

With this question, you can explore the link between HR practices (workplace culture) and creativity/employee retention. To do so, you may need to analyse workforce demographics, employee satisfaction surveys, as well as potential benefits of a diverse and inclusive work environment.

To what extent should Company X rely on data analytics to make informed business decisions?

Concepts: Change / Creativity.

Business Area: Technology, Management.

This question delves into the role of technology (data analytics) as a tool for informed decision-making, considering the potential benefits and limitations of this approach.

How to Structure Your IA?

An organised IA doesn’t just make your point clear but can also help you maximise your score, particularly under criteria Structure and Presentation. 

A well-thought-out structure ensures a logical flow of information and allows the examiner to easily follow your analysis. 

Based on IBO’s requirements, we recommended this structure for your Business Management Internal Assessment, and give you tips on how to tackle each section:

Title Page

The title page serves as the first impression of your work. It should feature essential information about your research, such as:

• Your Research Question. Make sure to clearly state the question guiding your investigation;
•  Key Concept. Identify the chosen concept (Change, Creativity, Ethics, or Sustainability) that impacts your analysis;
• IB Number. You need to include your unique IB identification number;
• Session. This relates to your exam session (e.g., November 2024);
• Word Count. Mention the total word count (excluding the bibliography). Please keep in mind that the word limit is 1800 words;
• The new Business Management IA guide doesn’t anymore require such information as a student’s name, number, and school on the cover page.

Table of Contents

It provides a clear roadmap of your IA’s sections and should include the following:

•  Introduction;
• Analysis (Main Body);
• Conclusion;
•  Bibliography;
• Supporting Documents.

Introduction

With approximately 200 words, the introduction sets the stage for your investigation. This is what it has to cover:

• Context. Here, you should briefly explain the background and significance of your research question;
•  Company background. Introduce the chosen organisation and its relevant information.
• Issue and key concept. Clearly define the problem or issue you’re investigating and how it connects to the chosen key concept.
• Methodology. Briefly explain the approach you took to gather information and analyse the data (e.g., chosen sources, tools, etc.).

Analysis (Main Body)

Using around 1300-1440 words, you need to present your findings and analysis.

• Start by introducing three tools you used to conduct your research (such as SWOT analyses, BCG matrix, decision trees, Ansoff matrix, etc.). We recommend that you separate Analyses into sections for each tool and justify their relevance. You should also mention how you used these tools and link them to your chosen key concept.
•  Integrate evidence from your supporting documents. When doing so, you need to discuss the reliability of your sources and their limitations (for instance, mention possible biases);
• Critically evaluate your findings, considering any assumptions or implications;
• Discuss any changes to your approach at various stages of your Internal Assessment;
• Connect the insights gained from different tools and theories, demonstrating their overall contribution to answering the research question.

This is the most important section of your IA. We recommend using the JAM approach to structure it. This method involves the following elements:

•  Justification. Briefly explain why you’ve chosen a specific tool or theory and how it relates to your research question.
•  Analysis. Apply the chosen tool or theory to analyse your findings from the supporting documents.
• Mini-Conclusion. Summarise the insights gained from the analysis and connect them to the key concept. You should also highlight their relevance to the research question.

Conclusion

Wrap up your investigation with a clear and concise conclusion (around 250 words). Make sure it covers these points:

•  Provide a definitive answer to your research question based on your analysis;
• Reiterate the chosen key concept and how it applies to the overall findings;
•  Summarise the main themes or insights that emerged from your analysis and their connection to the research question;
•  Outline the key takeaways from each tool or theory you used and how they support your conclusion but don’t introduce new information;
•  Briefly discuss the broader implications of your findings;
•  Acknowledge any limitations of your research. There should be at least one. By doing so, you show your ability to be critical of your own work. For example, you can mention limited access to information or reflect on the inaccuracies in your analyses and their reasons.
•  Provide recommendations to improve your work, as well as areas for future study.

Bibliography

Here, you need to list all the sources you used in your IA. This section should contain both your primary sources (Supporting Documents), as well as textbooks, class notes, internet sources, business journals, interviews, etc.

Each source must have clear identification (e.g., “Supporting Document 1: Harvard Business Review, 2023”). Make sure to follow a standard referencing system (e.g., MLA).

Supporting Documents

Finally, your report must contain 3-5 supporting documents. You need to include clear copies of your sources after the bibliography with appropriate labels. Please make sure they meet the following requirements:

• Your sources should be recent, i.e. published within 3 years of your IA submission. This means that if your exam is in November 2024, the documents can’t be older than 2021;
•  Select sources from reputable organisations or publications to ensure the trustworthiness of the information you’re using;
•  Look for in-depth information that provides valuable data for your analysis and connection to relevant business management tools;
•  Each supporting document should not be longer than five A4 pages;
•  You need to highlight the sections of each document that directly connect to your research question and analysis;
•  If your source is in another language, translate the highlight the necessary sections;
•  You can use video or audio files. In this case, you need to include a transcript focusing on the essential points you reference in your IA.
•  If possible, provide varying sources, such as a mix of primary and secondary sources. Primary sources include surveys, questionnaires, interviews, focus groups, etc. When it comes to secondary sources, you can use articles, business accounts and reports, extracts from relevant company website pages, statistics, journal publications, market research surveys, mission statements, etc.

Take Advantage of Teacher Feedback

Just like with any endeavour, the more you refine your Business Management Internal Assessment, the stronger it gets. The ideal approach when writing your report is to push it as far as possible before you submit the draft for teacher feedback.

Take time to look at each criterion to ensure your IA addresses all the requirements. Remember, excelling in one area doesn’t guarantee the same in others.

Since teachers are limited to one round of feedback and cannot edit your work directly, it’s crucial to submit your IA as polished as possible. Otherwise, you may waste valuable feedback on the things you could’ve identified yourself.

Before seeking feedback, take a proactive approach. Above all, this means self-evaluation. Read through your IA with a critical eye while using the Business IA criteria 2024 specified in the mark scheme. Imagine yourself as a teacher grading your work and ask yourself: which areas of this report are good enough and which could use some refinement?

If you have already used feedback from your teacher, you can ask for a peer review. Your classmates can provide a fresh perspective and help identify potential blind spots.

Do you need more information on how to complete your IB essays and written assignments? You can find it here.

If You Need Extra Help When English is not Your First Language…Ask!

Writing the Business Management IA in a second language can add an extra challenge. Don’t worry, there are ways to make this easier! Here are some tips specifically for English as a Second Language (ESL) students.

• Don’t hesitate to ask for help from your English teacher. Make it clear you’re primarily seeking assistance with language clarity to avoid stepping on your Business Management teacher’s toes.
• Your school’s learning support team should be happy to assist with second-language challenges and requirements.
• Believe it or not, school librarians can often provide valuable feedback on language. You might be surprised how delighted they are to help!
• Finally, if you’re hesitant to ask a teacher, seek a friend who excels in English or is a native speaker. Ideally, find someone comfortable with academic writing. This could be a family member or even an older student.

Don’t Forget Academic Honesty

It goes without saying that maintaining academic honesty is critical for the IA. All submissions are screened for plagiarism using specialised software. To ensure your work reflects your original ideas and proper credit is given to all sources, get to know your school’s academic integrity guidelines. These guidelines typically cover proper citation methods and ways to avoid unintentional plagiarism.

Looking for Support with Your Business Management Internal Assessment?

While our guide provides helpful tips for writing your IA, you might be looking for extra assistance tailored to your specific needs. Many schools offer support programs or workshops related to IAs. If that’s the case with your school, don’t hesitate to take advantage of all available opportunities.

But even that might not be enough. What you may be looking for is private tutoring from a qualified professional.

TutorsPlus offers expert IA tutoring to help international students excel in their Business

Management IAs and beyond. Our team of experienced IB teachers and examiners can provide personalised guidance and support along the way, whether it is a critical assessment of your research question or a report review.

Our tutors know the IB inside-out and truly work their magic when it comes to guiding students in developing the skills and strategies for self-directed exploration and analysis. You can reach TutorsPlus at 022 731 8148 or

By Sara Lloyd

Sara has been an education consultant for TutorsPlus for 15 years, and is an expert on international IB education.  She is also a parent of two lively children.

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