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Examinations Preparation
EXAMINATION PREPARATION JUNE 2016
MARKETING MANAGEMENT
Paper Structure
PAPER STRUCTURE
AND MARK ALLOCATIONS
Paper Structure
Paper
MBA
TheStructure
The examination paper consists of…….
• SECTION A: Case study – Compulsory
• SECTION B: essay questions – answer any two
• Essay Questions are 30 Marks each
• Time: 3 hours
• Closed book examination – no learning material are
allowed in the examination room
It is imperative for you to have a good
understanding and sound knowledge of the entire
module as answers to questions can cover various
aspects of the module
Marks Allocation
How will marks be allocated?
1. Marks will be awarded for strategic and analytical
thinking
2. You are allowed to bring in different theoretical
models provided you EXPLAIN /APPLY
3. Please DONOT define theoretical principles but apply
it to the questions at hand. ONLY ANSWER THE
QUESTION and not the subject matter.
How to Answer
How to approach the paper
Please read the question CAREFULLY and CORRECTLY
and ANSWER THE QUESTION and not the topic area.
Read the question twice (2x)
1. Read the questions first before you read the case
study and make notes as to what is required of you:
• Discuss/evaluate/analyse/critically analyse
• How many parts are there to the question
• Areas to be discussed/addressed
• Make little maps as to points to be discussed
• Use assignment feedback form as a guide in your
preparation for the exam
How to Answer
How to approach the paper
2. Keep each thought or issue in separate paragraphs
3. KEEP TO THE POINT.. do not waffle and write a lot of
irrelevant information which will waste time
4. If you need to list or highlight factors/points etc. just
list them: 1…, 2… if you need to discuss, then you must
discuss the points but keep each new point in a new
paragraph. Please space your work
5. Start each question on a new page
6. NO MARKS are given for defining theory
Course Content
COURSE CONTENT
Course Content for the exam
•
Developing Marketing Strategies and Plans
•
Gathering Information and Scanning the Environment
•
Conducting Market Research and Forecasting Demand
•
Creating Customer Value, Satisfaction, and Loyalty
•
Analysing Consumer and Business Markets
•
Identifying Market Segments And Targets
•
Dealing with Competition
•
The Product and Branding
•
Designing and Managing Services
•
Pricing Strategies
•
Networks, Channels and Intermediaries
•
Integrated Market Communications
•
Introducing New Market Offerings
•
Global Marketing
•
Holistic Marketing
Exam preparation May 2016: Past Paper
 The Exam preparation is based on MBA Marketing November 2014
Examination paper as the current SMM paper is pitched at strategic level
as the past papers.
 These are possible areas to discuss for each question
 Not all the possible areas to be discussed are highlighted here
 This exercise is to help you to know how to answer an examination paper
 Students responses will differ
 Mark allocation is based on students logical strategic approach to
answering the question
QUESTION 1:
“But does it have any relevance in today’s digital world? Not
really. Well, to those marketers I would simply say beware of
the dinosaur, because T-Rex is not only not dead, he is still very
relevant and very important.”
Evaluate this statement discuss how marketing managers can make
their direct mail campaigns relevant.
The students view points will differ: some for and some against.
5 marks for evaluating the statement.
They can make their campaign relevant by (not limited to these points)
1. Make a compelling offer.
2. Use an easy-to-type URL
3. Test a personalized URL (Purl)
4. Personalized direct mail copy
5. Issue a clear call-to-action
6. Push response with a deadline.
7. Test various formats
8. Build a special landing page
9. Capture contact information
10. Social media
11. Responsive website and customer service
12.leverage CRM data and jump-start direct-mail campaigns. – discuss how
QUESTION 2:
2.1 “This is what the Internet is all about, people. A killer song, a stupid
a nostalgic throwback to 2001, and, most important, bites of dumb
hilarity that come in 30-second bursts.”
Discuss why e-marketers are using these types of themes and memes
in their advertising.
(15)
1. Discuss why emotional appeal is being used and the effects
2. By seeing the miraculous in the mundane – why and how
3. Connection and engagement
4. Freedom of expression – why is it important
5. A picture speaks a thousand words
6. Sharing feature – resulting in viral marketing
QUESTION 2:
2.2 “Most important, start thinking like a creator, less like an
advertiser.”
Evaluate the relevance of this statement and provide
recommendations as to how e-marketers can achieve this.
(10)
The student must assess the statement. Ideally, yes it is relevant due
the markets being customer centric
Recommendations.. Not limited to these areas. You need to add more
1. Think content, not commercials
2. Help the consumer associate with the advertisement
3. Show the consumer the value of the product in the consumer’s eyes
4. Educate the consumer
5. Create remembrance
QUESTION 3:
Discuss how Nissan can use branding, positioning and image
and market communication to market the Datsun in South Africa.
• Discuss how they can use these elements to their advantage:
1. Branding – elements & categories they need to consider
2. Positioning – how would they like to be positioned
3. Image – how would they maintain the image of the brand
4. Market communication – how best can they communication brand
awareness
•
QUESTION
4:
•
““This may sound cliché, but the future of business takes a
personal touch.”
Assess the relevance of this statement and how companies can achieve this.
• This statement is very relevant. (not limited to these points)
• Due to the high competitive environment and customers being so demanding and
spoilt for choice, companies have to ensure they reach the customer on a very
personal level to ensure retention.
• Discuss empathy, customer service, the importance of training & hiring the right staff
• Discuss the use of SERVQUAL, Brand Audits, SWOT and Positioning
• Discuss the importance of store layouts, aesthetics, direct marketing
• Discuss how they should revitalise the Brand
• How they can use Segmentation and Key Account management
• The use of Supplementary services
• Discuss the SAVE model working with the 7Ps
QUESTION 5:
5.1 Critically assess the key issues in the article and the resulting
managerial implications.
(13)
Answers should be critically discussed around these points but no limited to i
1.. Discuss aspects from the article
2.Pharmacists buy store-brand aspirin and chefs buy store-brands
so why won’t the rest of the consumer population
3. Consumers inability to change from preconditioned thinking
4. Marketers need to ensure that consumers are educated well on the benefit
5. The use of celebrities in marketing their products
6. Understand how and what drives the millennial’s/generation Z is vital
QUESTION 5:
5.2 Discuss why popular name brand products are in greater demand
than private name brands among the lower income markets in Africa and
how private name brands can break through this market.
(12)
Student answers should be around these points but not limited to it.
• Many African countries, the population is poor and they try to make
• their money “go longer”
• They are deep seated in traditions and pass down habits
• They prefer staying with the tried and tested
and often will use what the community leaders trust and use
• The brand name products are global hence the perception of quality
and value for money
• Also these companies have been in the country for years hence a
sense or trust and loyalty
July & November 2015 paper
how to market these brands
• Creative advertising using key local opinion leaders
• CSI activities to gain customer confidence and trust
• Market the key benefits and attributes
• The
lecturer
to discuss
how to approach
these papers strategies
with the students
Using
creative
positioning
and differentiation
• Sponsorships & sales promotions
• Grass root marketing
• Ensure product quality and consistency
• Market using the key tradition and cultural aspects
Conclusion
Conclusion
• Please read the questions carefully and correctly and
answer the question only and not the subject matter
• DONOT DEFINE THEORY
• Answer how you would approach the issue , in your daily
work, applying the theoretical principles as you did in the
assignment. Questions and Answers
Best of luck