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Bba 601 Question Paper

Bba 601 

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2010



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

DATE: MONDAY, 19TH JULY 2010 TIME: 9.00 A.M. - 12.00 P.M.

INSTRUCTIONS: Answer any THREE questions.

1.
Effective Marketing Communication is critical in any organization.

a)
Discuss the elements in the communication process in relation to
Marketing Communication Strategy.



(8 marks)

b)
As a Marketing Communicator, discuss the decisions that you must make
to develop an effective communication strategy.


(12 marks)

2.
You have been hired as the Marketing Manager by XYZ Company. Discuss how
you will go about segmenting the market and communicating, and the communication
strategy for their new detergent bar soap.


(20 marks)

3.
Discuss how marketing Communication plays a role in influencing the consumer
decision process.







(20 marks)

4.
Many companies make use of celebrities in their marketing communication
strategy. Giving Kenyan examples, discuss the various strategic ways that celebrities
can be used in marketing communication.



(20 marks)




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