,UNIVERSITY EXAMINATION
MAY/JUNE 2024
COM3701
MARKETING COMMUNICATION
70 Marks
3 Hours
Examiners: Mr I Mkhomazi; Miss Langa; Prof Mbatha
External Examiner: Dr van der Walt
This examination paper consists of 5 pages including this page.
You MUST use an invigilator app.
INSTRUCTIONS: • Scan or enter the QR-code (62be6bc9). See
instruction on page 2.
• This examination question paper consists of three questions. You must select and
answer any two questions.
• Please write the numbers of the questions that you have answered. You must indicate on
the examination answer book. E.g. (Question 2 and Question 3)
• Make sure that you fill in your student number and the code of the paper (COM3701) on
the examination answer book.
• Ensure that you enclose a declaration of own work as stated in CMNALLE301. Failure to
do so, no mark will be awarded.
• Please make sure that you submit a correct file (readable file) on the examination site
(MyExam)
SELECT AND ANSWER ANY TWO QUESTIONS
,QUESTION 1 [35]
Read the scenario below and answer the questions that follow. Your answers
must include theoretical discussions and practical applications to demonstrate
your understanding.
Digit is a Japanese company that produces smartphones. Digit has extended its sales
operations to South Africa with a goal of making inroads in the local smartphone
consumer market. You are the company’s Executive Marketing Manager, and with
your marketing team, you must decide which marketing perspective Digit should adopt
for the South African market.
1.1. Discuss any three (3) marketing perspectives that Digit could adopt for the
South
African market. (15)
1.2 You must also consider using traditional marketing strategies or online marketing
strategies to complement these marketing perspectives. Discuss the five (5)
advantages and disadvantages of using online marketing strategies for Digit.
(10)
1.3 Explain the five main environmental forces that you would scan to assess trends
that affect both Digit and its consumers. (10)
AND/OR
QUESTION 2 [35]
Read the scenario below and answer the questions that follow. Your answers
must include theoretical discussions and practical applications to demonstrate
your understanding.
Just Jeans is a premium lifestyle brand offering a wide range of denim and cotton
products. This brand is a premium, ready-to-wear denim collection tailored for both
men and women. Just Jeans’ unique selling proposition is their authentic 100%
, proudly South African fabric, that is durable and complements the quality products that
Just Jeans offer. Thus, they have positioned themselves as premium and target high-
end, and prestigious customers.
As a brand strategist, Just Jeans requested you to develop a communication
campaign for their premium range, targeting South African customers. However, you
must consider an international footprint, through the adoption of online marketing.
2.1 Explain the two perspectives of globalisation that Just Jeans must manage for the
success of the global marketing process. (8)
2.2 Discuss the development and nature of online marketing that Just Jeans could
include to formulate their new online marketing strategy. Your discussion
should also consider the factors that accelerate growth, and the objectives of
online
marketing. (12)
2.3 Discuss how the first phase of the interactive model for communication
campaign
can be applied to Just Jeans. (15)
AND/OR
MAY/JUNE 2024
COM3701
MARKETING COMMUNICATION
70 Marks
3 Hours
Examiners: Mr I Mkhomazi; Miss Langa; Prof Mbatha
External Examiner: Dr van der Walt
This examination paper consists of 5 pages including this page.
You MUST use an invigilator app.
INSTRUCTIONS: • Scan or enter the QR-code (62be6bc9). See
instruction on page 2.
• This examination question paper consists of three questions. You must select and
answer any two questions.
• Please write the numbers of the questions that you have answered. You must indicate on
the examination answer book. E.g. (Question 2 and Question 3)
• Make sure that you fill in your student number and the code of the paper (COM3701) on
the examination answer book.
• Ensure that you enclose a declaration of own work as stated in CMNALLE301. Failure to
do so, no mark will be awarded.
• Please make sure that you submit a correct file (readable file) on the examination site
(MyExam)
SELECT AND ANSWER ANY TWO QUESTIONS
,QUESTION 1 [35]
Read the scenario below and answer the questions that follow. Your answers
must include theoretical discussions and practical applications to demonstrate
your understanding.
Digit is a Japanese company that produces smartphones. Digit has extended its sales
operations to South Africa with a goal of making inroads in the local smartphone
consumer market. You are the company’s Executive Marketing Manager, and with
your marketing team, you must decide which marketing perspective Digit should adopt
for the South African market.
1.1. Discuss any three (3) marketing perspectives that Digit could adopt for the
South
African market. (15)
1.2 You must also consider using traditional marketing strategies or online marketing
strategies to complement these marketing perspectives. Discuss the five (5)
advantages and disadvantages of using online marketing strategies for Digit.
(10)
1.3 Explain the five main environmental forces that you would scan to assess trends
that affect both Digit and its consumers. (10)
AND/OR
QUESTION 2 [35]
Read the scenario below and answer the questions that follow. Your answers
must include theoretical discussions and practical applications to demonstrate
your understanding.
Just Jeans is a premium lifestyle brand offering a wide range of denim and cotton
products. This brand is a premium, ready-to-wear denim collection tailored for both
men and women. Just Jeans’ unique selling proposition is their authentic 100%
, proudly South African fabric, that is durable and complements the quality products that
Just Jeans offer. Thus, they have positioned themselves as premium and target high-
end, and prestigious customers.
As a brand strategist, Just Jeans requested you to develop a communication
campaign for their premium range, targeting South African customers. However, you
must consider an international footprint, through the adoption of online marketing.
2.1 Explain the two perspectives of globalisation that Just Jeans must manage for the
success of the global marketing process. (8)
2.2 Discuss the development and nature of online marketing that Just Jeans could
include to formulate their new online marketing strategy. Your discussion
should also consider the factors that accelerate growth, and the objectives of
online
marketing. (12)
2.3 Discuss how the first phase of the interactive model for communication
campaign
can be applied to Just Jeans. (15)
AND/OR
