ET - Exam Reports

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Emerging Themes

Examiner ReportSeptember 2009


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Grade ProfileSep 2009


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Grade ProfileDec 2009


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Grade A candidate will generally have:

Completed all task s.

Completed all elemen tswithin each tasks (e.g. providing equal

weight ingto both the macro & meso emerging themes) and focused

clearly on the task.

Demonstrated an excel lent k now ledgeof relevant theory within the

syllabus for this unit.

Demonstrated a st rong und erstandingof the sector/industry they have

investigated through the use of up-to-date evidence.

Demonstrated conf idenceand creativity in their answer.

Presented their assignment in an excel lent professio nalmanner.

Grade Differentiation


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Grade B candidate will generally have:

Completed all task s.

Completed al l or mos t elementswithin each tasks (e.g. providing

equal weight ingto both the macro & meso emerging themes) and

focused clearly on the task.

Demonstrated an goodknowledge of relevant theory within the syllabus

for this unit.

Demonstrated a goodunderstanding of the sector/industry they have

investigated through the use of up-to-date evidence.

Used appropr iateformat & presentation .

Demonstrated competence in their answer.



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Grade D candidate will generally have:

Completed most tasks.

Completed most or some of the elementswithin tasks (i.e. may haveonly covered a macro or meso theme)

Demonstrated a weak knowledg e of relevant theorywithin the

syllabus for this unit.

Demonstrated a weak und erstanding of the sectoror one that is notbased on any evidence.

Formatis poor.



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Justification for the choice of themes in the contextof the industry / sector:

The themes chosen should be contemporary, in the context of

the industry / sector.

The appropriateness of the theme needed to be evidenced.

(Backed up by national statistics, or other suitable sources, such

as academic journal material).

Not all candidates clearly articulated the link between macro &

meso themes.

A good working knowledge of the sector was demonstrated.

Issues Regarding Interpretation


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Production of a short-list of the most suitable potentialpublications for the article & critical evaluation for the potential

publication of the article:

All candidates attempted to provide criteria to make some sort of short-

list (such as subject coverage, circulation figures, etc,).

Not all candidates made reference to the publications editorial policy,

which would have helped provide a case for fit between content of the

article & potential publication.

Brief justification as to why one of the publishers shouldpublish the article, as such, would be suitable for inclusion in a

covering letter in support of their application:

This was completed by all candidates, but the better answers referred to

the publications editorial policy.



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Forecast of the implications of these change on organizations

within the chosen sector, giving due consideration to the

application of an appropriate business strategy: :

All candidates made an attempt, but many did not focus on any one

particular business strategy.

Many candidates tended to talk vaguely about lots of different approaches

(segmentation, niche marketing, strategic alliances, digital marketing etc.

The better candidates applied one strategy (e.g. cost leadership) in a logical

way.

many candidates did not make use of published academic theory to

substantiate their answer or even cite the appropriate theorist behind the

strategies they were discussing. (e.g. Michael Porter)



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Prediction of the future of the marketing professional within the

chosen industry/sector, paying particular attention of how theskills, attitudes & behaviors of marketing professionals will have

to change:

Not all candidates made explicit reference to marketing professionals

talking more generally about making instead.

Many did give a creative and insightful response to this part of the

assessment, but , this was lacking in evidence.

Format & Presentation

To article needs to conform to CIMs protocols with regards to referencing

etc, even if this does not meet with the publishing criteria of the journal or

periodical.



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Confident and visionary writing style.

Equal attention paid to both themes.

Analysis of themes based on theory/literature.

Clear application of themes to sector.

Thorough application of a recognized business/marketing

strategy.

Explanation of impact of strategy on sector.

Well presented and accurately referenced.

Dedicate enough attention to tasks where the majority of

potential marks could be awarded.

Comments on Strengths


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Making Citations Within the Text

All statements, opinions, conclusions, etc taken from anoth er author 's

workmust be cited, whether the work is direct ly quo ted, paraphrased

or s umm arised. Cited publications are referred to in the body of an

essay by giving the author's surname and the year of publication in one

of the forms below.

Example:The author has also discussed the implications of these

results on the advertising industry in another paper (Ward, 1999).

Example:Other writers have commented on related issues, notably

Murray (1998, 1999) and Smith (1997).

Example:Turner (1999) argued in favour of the marketing industry

becoming more ethical in general.

Harvard Referencing


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A book by two authors:

Lancaster, G. and Massingham, L. (1999) Essentials of marketing: text

and cases. 3rd edition. London, McGraw Hill.

A book by more than two authors:

McDonald, M. et al(2006) Marketing due diligence: reconnectingstrategy to share price. Oxford, Butterworth Heinemann.

A book by a corporate author:

HMSO (2000) Interpreting statistics successfully. London, HMSO.

An edited book:

Baker, M. (ed) (1995) Companion encyclopedia of marketing. London,

Routledge.

Harvard Referencing


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