MARKETING COMMUNICATION 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.

The marketing context (Chapter 5) 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) 0124294113/mkhomi@unisa.ac.za Miss Therise Breet 0124296287/breett@unisa.ac.za