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.