Introduction to

Marketing Communications

Marketing Communications … last tutorial

10

Introduction to

Assessment method...

an examination where you select and

answer TWO questions from a choice of four

based on marketing communications theory

Part 3

50% of total mark

exam

what are we assessing?

knowledge

understanding

demonstrates knowledge of the marketing communications tools and how they work

awareness of theory in real-life

a good answer will…

address the specific question, using it to provide a clear

structure for the answer

display a good understanding of relevant concepts and theories

apply theory using effective and current real-life examplespresent the answer in a clear and structured format

common mistakes…

not answering the question setexaminers are looking for both relevant content and its application in an appropriate context

presentation and style

examiners expect work to be presented in a well written, professional manner

theory without application

examiners expect relevant theory to be illustrated with

practical examples and illustrations drawn from reading and

the real world

exam technique…

allocate your time properly across the two questions

identify how much marks are available for each part of the question and allocate your time and focus accordingly

draft notes before attempting to answer the question that will help you form a structured approach to your answer and identify the relevant models – avoiding the dreaded theory dump!

introduce relevant and contemporary examples – and vary them across all answers

exam technique…

do not produce lists or checklists unless asked for them by the exam

leave a gap beneath each specific section of your answer so that if you need to return and make amendments you have space to do so

stay focused on marketing communications tactics! don’t panic – exams are stressful experiences and you’re only human

do your best and try not to discuss what you have

done with peers and colleagues before or after

the exam

let’s practice…

Question…a. Define what is meant by sales promotion and public relations (10 marks)b. Explain the benefits of sales promotion and public relations in B2C markets (15 marks)

let’s practice…

Question…Identify and describe two reasons why an organisation might use direct marketing (8 marks)

let’s practice…

Question…Recommend and justify three different types of sales promotion that could be used by a furniture retailer to increase sales (12 marks)

Question…Identify and describe three types of digital media that can be used to advertise (12 marks)

let’s practice…

Question…Identify and describe how the effectiveness of advertising and personal selling can be measured (10 marks)

let’s practice…

explanation of exam wording…advise – first explain the subject then provide

conclusions and recommendationsbriefly – discuss in a short and concise waycompare – describe what is similar and what is different, or show advantages and disadvantages. it may be appropriate to end with conclusions and recommendationscontrast – highlight the differences between the subjectscriticise – quote the accepted theory or model and then say what is good or bad about it. give evidence and examples where you candescribe – give a detailed description of the subject

explanation of exam wording…

discuss – give the arguments for and against, and examine the implications. follow this with a conclusionevaluate – show the value of, appraise, weight things up, say whether you think it is useful/uselessexplain – give reasons for why something has happenedillustrate – make things clear by giving examples so that you make the arguments explicitoutline – omit detail and provide and overall structurerelate – show how things are connected to each other, demonstrate the extent to which they are alike and how they affect each othersummarise – omit details and give a brief account of the main details