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Marketing Communication And Strategy Question Paper

Marketing Communication And Strategy

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF MASTER OF
BUSINESS ADMINISTRATION
BBA 601: MARKETING COMMUNICATION STRATEGY

DATE: Tuesday, 24th November, 2009
TIME: 9.00 a.m. – 12.00 noon

INSTRUCTIONS
Answer both question in Section A and only one question in Section B.

SECTION A - (COMPULSORY)

1.
In today’s competitive market environment, we are witnessing companies competing neck to neck. Institutions of higher learning have also joined the ploy. With proper investment in marketing communication, the best institution can make a difference. Required: to explain how Kenyatta University can use the concept of ‘integrated marketing communication’ to reach its target market. [20 marks]

2.
a)
Differentiate diffusion from innovation. [4 marks]
b)
Of late there has been a lot of innovation in the telecommunication sector and more so in safaricom limited. Explain the steps an individual consumer is likely to follow in adopting their M-pesa service. [16 marks]

SECTION B – (Answer only ONE question)

3.
Persuasion is the essence of marketing communication. Explain the various persuasion tools that marketing communicators can apply in order to influence customers positively. [20 marks]

4.
Consumers are dynamic beings; they have so many competing demands and needs. To many marketers, they find it difficult to satisfy those demands and needs, because they keep shifting the goal posts. Required to explain the factors that determine the consumer behaviour. [20 marks]

Marketing Communication And Strategy Question Paper

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