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Com3701 EXAM PACK2023
QUESTIONS AND ANSWERS
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UNIVERSITY EXAMINATIONS
Oct/Nov 2020
COM3701
Marketing Communication
70 Marks
Duration 3 Hours
This paper consists of 03 pages including this page.
IMPORTANT:
1 This examination question paper consists of three questions.
You have to select and answer any two questions.
2 Make sure that you fill in your student number and the code of the paper (COM3701)
on the examination answer book.
3 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)
4 Ensure that you enclose a declaration of own work that have on myunisa.
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2
COM3701
OCTOBER/NOVEMBER 2020
YOU HAVE TO SELECT AND ANSWER ANY TWO QUESTIONS.
QUESTION 1
Trek and Pole, a travel company based in Pretoria, South Africa has asked you to launch a
marketing strategy for an expedition to Mount Kilimanjaro, Tanzania. Trek and Pole aims to
train amateur hikers who will be led by a team of experienced hikers to summit Mount
Kilimanjaro. The main aim of Trek and Pole is to become a leading travel company offering
various expeditions throughout Africa.
With reference to Trek and Pole’s Mount Kilimanjaro expedition described above, answer the
following questions:
1.1 Discuss the five steps of a marketing plan that should be part of a marketing strategy
for Trek and Pole’s expedition. (25)
1.2 Part of the marketing plan will involve utilising online advertising. Trek and Pole should
adhere to the four fundamental pillars of effective communication to fulfil the primary
purpose of online advertising. With application to the given scenario, discuss these four
(4) pillars of effective communication and how they apply to the Trek and Pole’s
marketing strategy. (10)
[35]
AND/OR
QUESTION 2
The Rosé Sunday Picnic is lifestyle event (picnic) held monthly in Pretoria. This event is a day
dedicated to delicious food by various chefs, drinks, music and great conversations with friends
and family. The Rosé Sunday Picnic features music set from various top DJs and various
marketing activations that will have you saying rosé all day!
2.1 Explain Marketing Public Relations (MPR) and how it can be used to promote Rosé
Sunday Picnic. (9)
2.2 Discuss the five (5) main environmental forces that need to be scanned to assess
trends that could affect the success of the event. (10)
2.3 Explain any five (5) relationship marketing objectives that Rose Sunday Picnic can use
as part of their marketing activation plan. (10)
2.4 Rose Sunday Picnic could potentially seek a rosé beverage brand to sponsor its events.
Explain any three (3) methods that can be used to determine if a sponsorship was
successful. (6)
[35]
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COM3701
OCTOBER/NOVEMBER 2020
AND/OR
QUESTION 3
3.1 Define communication campaign by focusing on the five primary elements of
its definition. (10)
3.2 Explain the two principles of operationalizing objectives within a
communication campaign. (10)
3.3 Explain the online marketing mix elements. Base your discussion on relevant
examples. (15)
[35]
TOTAL: 70
NISA 2020
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