lecture 13b

8/2/2019 Lecture 13B

1/12

Department of Marketing

MKW1120Marketing Theory and PracticeRevision

Lecture 13B:

The ExamCOMMONWEALTH OF AUSTRALIA

Copyright Regulations 1969

WARNING

This material has been reproduced and communicated to you by or onbehalf of Monash University pursuant to Part VB of the Copyright Act 1968

(the Act).

The material in this communication may be subject to copyright under the

Act. Any further reproduction or communication of this material by you may

be the subject of copyright protection under the Act.

Do not remove this notice.


2/12

2Department of Marketing

What are we examining?Unit Objectives

The learning goals associated with this unit are to:

describe the key concepts upon which the practiceof marketing is based

recognise these concepts in the marketplace and ineveryday life

discuss the role and influence of marketing in theorganisational environment

discuss how key marketing concepts can be used inanalysing a range of marketing problems.


3/12


Planning for the Exam Exam Structure

2hr paper, a total of 6 questions

Sections A & B are compulsory questions

Section A 40% (spend no more than 48 minutes)

Section B 20% (spend no more than 24 minutes)

Section C 40%> 6 questions, you must answer 4 (10% each)

> Spend no more than 12 minutes on each question


4/12


What the exam covers Section A

Big picture, do you actually know something aboutthe topic marketing and can you relate it to the real

world this sections spans all the material you havecovered this semester and will require you tointegrate topics

Section B

Will focus on a specific topic (theory) and require youto explain the topic (theory) and demonstrate yourunderstanding by illustrating with an example


5/12


What the exam covers Section C

These are specific questions that will be on a singleidea (or theory)

Do you know the names of things, components of amodel, the definition of a term?


6/12


Answering questions Do what the question is asking. If it says list then list!

Dont describe, explain or discuss if you are not asked to (you will

run out of time) If you are asked to explain or discuss that indicates to you we

want a longer, more detailed answer that demonstrates yourknowledge more extensively

Correct marketing language is important

Include examples when asked (usually worth between25 50% of the marks)


7/12


Answering Questions Read and interpret the question For a Section A question create a set of sub questions that you will

answer in the essay (this may also be helpful in Section B)

Use sub headings to denote new emphasis

Link concepts from different areas of marketing

For example, pricing with positioning

Use diagrams or tables

Use bullet points, underlining and highlighting to identify key points inyour answer

You are marked on the interpretation of the question, yourunderstanding and correct use of concepts, theories, processes anddefinitions, your integration of concepts in a coherent fashion, yourability to address the specific active words in the question

describe, explain, compare and contrast, provide examples etc


8/12


How long should the answers be? It depends

On what the question is asking

How large your handwriting is

The layout of your answer (diagrams, dot points,tables, etc

The marks attached to the question> A 40% question would be twice as long as a 20% question

The depth of your answer


9/12


What should I know?

You should have read all the material in the

text book linked to the lecture slides. Review the topic objectives and questions

from the tutorials exercise and be clear andcertain on the theory relevant to these

questions


10/12


The use of examples

Use real not hypothetical examples

Explain clearly and directly how the examplerelates to the question. Dont leave it for the

examiner to guess

If possible and appropriate use comparativeexamples; low involvement purchases such

as coke , compared to high involvementpurchases such as a new house


11/12


Answering tips Dont take too long on each question and then run

out of time

Where possible include relevant examples

Start where you feel most comfortable: e.g. you canstart with section C

Make sure each question is written legibly,(Make sure each question is

written legibly) Make sure you have time to review answers

ANSWER ALL REQUIRED QUESTIONS


12/12


Learning is individual Some people read the entire chapter and

take notes

Some answer questions

Some draw diagrams

Some put the key theory on large pieces of

paper and stick them to the wall

Find which method/s work best for you

lecture 13b

Documents