lecture 13b
TRANSCRIPT
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8/2/2019 Lecture 13B
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Department of Marketing
MKW1120Marketing Theory and PracticeRevision
Lecture 13B:
The ExamCOMMONWEALTH OF AUSTRALIA
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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.
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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
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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
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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?
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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)
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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
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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
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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
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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
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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
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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