Portions and Instructions of Market communication

C19MC Take Home

Exam Revision

Dr. Ian Grant

[email protected]

1

Take Home Examination

• Exams are being given in a ‘take-home’ format. • The exam paper will not have changed i.e. you need to

answer 2 essay style questions from a selection of 5. • The maximum word count is 1500 words excluding the

reference list. This includes text in tables. There should be no appendices.

• A take-home exam is one which you take in your own space (e.g. your home ) by downloading the paper and then uploading your answers.

• You are given 24 hours to complete the exam, it is anticipated that you will work no more than 12 hours of daytime.

• Full guidance can be found here https://www.hw.ac.uk/uk/students/doc/studentguide- takehomeexams-31032020.pdf

Submitting on Vision

• You should have received full details on how to submit through the C19MC_P2019-2020 Take Home Exam Vision site

• Get to know the site in advance and check your connections.

• Make sure you submit answers to both questions on one document ONLY.

• Make sure you fully submit your answer and check you have submitted it to the correct Vision page

• You can practice submissions in advance, but this area will not be accessible on the day.

3

Referencing

• Many of you have asked about “how many references?”

• This depends on the question set; but as a rule of thumb, I would recommend a minimum of five references per question, with up to 10 references being a reasonable number per question.

• Try to find academic journal articles to cite as well as more practitioner references

• Also look for useful examples to help illustrate your points you want to make

4

Marking Criteria

• As contained in your course

• 5 set criteria: content/criticality; relevance/accuracy/; academic citation; use of industry examples; structure, grammar and spelling.

• Take home exams (as with all exams) are moderated/audited by another lecturer who checks to see if marks and comments correspond to this grid

• Exam board checks the profile of the marks over time and against other courses

Is there relevant content?

• How much course knowledge is being shown?

• Is the knowledge relevant to the question?

• Is the knowledge accurate?

• Is the knowledge detailed?

• Is there evidence of pursuing knowledge through independent study – in addition to course content?

• YOU CAN USE DIAGRAMS AND TABLES IN TEXT– BUT NO APPENDICES FOR TAKE HOME EXAMS

Is there criticality?

• Is there identification of a point of view

• Is there awareness of the the “yes but” arguments for and against that point of view. For example:

• Depends on interpretation

• Depends on national context

• Depends on target market

• Depends on product type

• Depends on size/skills of firm

• Is there evidence found to support each side of the argument?

• Can the student make a judgement based on evidence?

Is there evidence of citation?

• What is required?

– i.e. In text references only (name, date) and

full reference list at end (not included in word

count)

• Is there evidence of textbook reading/ set

reading/ independent reading?

• Are the references true and appropriate?

Is there use of marketing

communications examples?

• Is there evidence of application of course content to marketing comms. practice?

• Is this application appropriate and accurate?

• How much detail is given?

• Is there evidence of independent research in the citation of statistics, industry reports, current news stories?

• Is the discussion descriptive or critical? Not a reproduction of the news story/ history of the company

How good is the structure,

spelling and grammar?

• Is the work written in the appropriate academic register?

• Are there widespread errors in spelling and grammar? (unless study support indicates otherwise)

• Is there an discernible relationship between statements?

• Is the work hard to follow? Intro, essay, conclusion – YOU CAN USE HEADINGS AND SUB- HEADINGS

Marking?

Marking by 0, 2, 5 and 8

i.e. 70, 72, 75 or 78%.

• Very poor 0-33

• Poor 34-39

• Basic 40-49

• Solid 50-59

• Good 60-69

• Excellent 70-79

• Outstanding 80-100

11

Some useful tips

1. Choose your topics NOW – ideally three in case one doesn’t come up

2. Organise course and reading materials – important for open book exams!

3. Prepare essay plans – look at past papers for style of questions

4. Find examples to use in your essay

5. Practice writing up plans- important for open book exams!

6. Cut down essay plans to fit wordcount