Examination Papers

Each subject differs slightly from the other, and you need to make sure that you are familiar with the style of

question and the requirements of the different examinations.

There are three basic question types:

1. The mini case or scenario or article

Part A of all papers (except Analysis and Decision) has a mini case, scenario or article, with compulsory

questions. This represents only part of the paper, but students are required to make marketing decisions

based on the information given. Spend time evaluating the material given in the case, but do not

rewrite this for the examiners. You will gain credit for the decisions and recommendations you make on the

basis of the analysis, but nothing for the analysis itself. This is a compulsory part of the paper designed

to evaluate practical marketing skills. Make sure you allocate enough time to it, but do not ignore the

other part of the paper.

2. The straightforward exam question

You are expected to make a choice from a number of questions. There is some skill necessary in selecting

the questions which you are best prepared to answer. Read the questions through carefully before making

your choice. Think about how you will tackle the question. Check you are answering the question in

the context it has been set, then make a rough plan before you start writing. Remember that examiners

are interested in quality answers.

3. Analysis and Decision (Diploma)

This final paper is an open book examination. The Case Study is sent out 4 weeks before the paper is

sat. Students should complete their analysis and preparation before the examination takes place. The

questions asked will require marketing decisions and actions in specific response to the questions set. The

question paper will include extra information about the case which will have to be used to obtain best

marks.

Common Mistakes

Reports from examiners are published regularly and are available to students. Even a casual look through

these reveals the same concerns and problems coming up time and time again across all subject areas.

Most of these common mistakes are caused by a lack of exam technique and examination practice.

– Not answering the question set

The examiners are looking for both relevant content and its application in an appropriate context. You

must be able to work flexibly with the material you have studied, answering different questions in

different ways, even though the fundamental theory remains the same.

– Presentation and style

Both of these essential business skills are of great importance to a marketing practitioner. The

examiners expect work to be presented in a wellwritten, professional manner. ‘Report’ style, using

sub-headings and indented numbering for points etc. is not only acceptable, but looks much more

commercially credible than academic essays. This approach allows you to break the work up, highlight

the key points, and structure your answer in a logical way. Take care with your grammar and use of

language; small errors can change the sense considerably.

– Timing

The scarce resource in an examination is time. You must control the allocation of this resource carefully.

Read the instructions to the paper carefully, and identify what has to be done and how the marks are

allocated. Spread your time proportionately to the mark allocation, i.e. if the mini case = 40% of marks,

allocate 40% of your time to it. Allow a few minutes at the end to read through your work.

It is no good only completing four questions when you should have done five. It is so much harder for

you to pass on just four questions. Have a clock or watch with you and be ruthless in your timekeeping.

If you find you are spending too long on an answer, you are probably not answering the question

specifically enough.

– Theory without application

The examiners expect relevant theory to be illustrated with practical examples and illustrations. These can

be drawn from your own marketing experience, or observations, or your reading. A theory paper without

evidence of practical appreciation is unlikely to be successful.