Com3701 exam guideline MARKETING COMMUNICATION
Format of the examination • The examination will consist of a two hour paper . • The total mark for the examination is 70 marks. • This examination will be based on the prescribed book, the study guide, and all assignments. • You have to study unit 1-4 of your study guide and consult relevant chapters in your prescribed book as well as assignment 1 and assignment 2. • In the examination, you will not concentrate on only one study unit per question. • We may ask questions from different study units in each of the four questions.
Topic for exam • The marketing context (Chapter 5) • Integrated Marketing Communication (Chapter 6) • Online Marketing (Chapter 10) • Integrated Communication Campaigns (Chapter 13) Please study all materials, i.e. prescribed books, study guides and assignments on your TLs
The marketing context • Defining marketing and marketing management. • Understanding the relationship marketing perspectives. • Understand the nature of cause related marketing perspectives. • Different steps for marketing plans: you should understand all the steps of a marketing plan and be in a position to apply to the given scenarios • Understand pull and push mechanisms
Integrated marketing communication (IMC) • Defining all key concepts: define and differentiate all key concepts. • Discuss the stages of IMC development. • Components of IMC: understand all components. • Understand the barriers of using IMC. • The promotional mix. • Factors which give rise to importance and growth of sales promotion.
ONLINE MARKETING • The terminology • Nature and development of online marketing. • Difference between online and traditional marketing. • Explain how online and traditional marketing can be integrated and what will benefit such integration. • Online marketing applications. • Advantages and disadvantages of online marketing. • Understand the pull and push mechanisms.
Integrated communication campaigns • Defining the communication campaign. • Interactive model of communication campaign (all the phases and headings). • With regard to the interactive model of communication, you will have to be able to apply the phases of the campaign to a specific scenario. • For this question, first discuss the theory behind each phase and heading, then provide examples that is based on the scenario. Use the framework in your prescribe book (page 454-456)
conclusion • We wish you the best for the examination ahead • Kindly contact us if you have more questions or you can visit us in person (remember to make an appointment). Mr Ivan Mkhomazi (Module Coordinator) firstname.lastname@example.org Miss Therise Breet email@example.com