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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 TOPIC FOR EXAM (Chapter 5) Please study all materials, • Integrated Marketing i.e. prescribed books, study guides and assignments on Communication (Chapter 6) your TLs • Online Marketing (Chapter 10) • Integrated Communication Campaigns (Chapter 13) 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.
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