Download BMRKT_8_Y3 MRKT7013 Integrated Marketing Communications

CORK INSTITUTE OF TECHNOLOGY
INSTITIÚID TEICNEOLAÍOCHTA CHORCAÍ
Winter Examinations 2013
Module Title: Integrated Marketing Communications
Module Code:
MRKT7013
School:
School of Business
Programme Title:
Bachelor of Business in Marketing – Year 3
Bachelor of Business (Honours) in Marketing – Year 3
Programme Code:
BMKTG_7_Y3
BMKTG_8_Y3
External Examiner(s):
Mr. Cyril Gavaghan
Internal Examiner(s):
Ms. Lisa Scannell
Instructions:
Answer any 2 questions. All questions carry equal
marks. Illustrate your answers using relevant examples
and diagrams.
Duration:
2 hours
Sitting:
Winter 2013
Note to Candidates: Please check the Programme Title and the Module Title to ensure that you are attempting the
correct examination.Please indicate the name of your lecturer for this module.
If in doubt please contact an Invigilator.
Answer any 2 questions
All questions carry equal marks
Q1.
“Public Relations concerns building good relations with the company’s various
publics by obtaining favourable publicity, building up a corporate image and
handling unfavourable rumours, stories and events” (Kotler et al, 1996).
Explain the role of public relations and discuss the key PR tools available to
organisations.
Q2.
(50 marks)
“The increasing cost of hosting major international events, particularly in the
sporting arena, has encouraged organisation committees to seek assistance
from corporate sector through the provision of a range of financial and/or material
sponsorship opportunities. In order to avoid dilution of the benefits of the
sponsorship through the involvement of direst competitors, category exclusivity is
common at major events. However, this creates a dilemma for competitors who
wish to use the event for marketing purposes”, (Jobber and Fahy, 2011).
(a) Discuss ambush marketing and identify strategies that organisations can use
to ambush events. Illustrate your answer using relevant examples. (30 marks)
(b) Identify the reasons why sponsorship is such a popular element of the
marketing communications mix.
(20 marks)
(50 marks)
Q3.
Marketers need to find where people are congregating online and needs to
engage them in a meaningful way. Discuss the use of social media in marketing
communications. Choose an organisation and examine the use of social media in
its promotional strategy.
Q4.
(50 marks)
Effective advertising is usually creative. It differentiates itself from the mass of
mediocre advertisements; it is somehow different and out of the ordinary.
Discuss this statement and illustrate your answer using relevant examples.
(50 marks)