Exam guidline SMM

STRATEGIC MARKETING
MANAGEMENT

Dr. Kalliopi Chatzipanagiotou
Lecturer in Marketing
University of Glasgow

Information about the SMM exam

Information about the SMM exam
• Number of questions: You have to answer THREE (of your choice) out of FIVE questions
• Topics: the questions cover marketing topics from the ten sessions. You should however have knowledge of all topics, as a question on one topic may refer briefly to concepts covered in the other topics.

Information about the SMM exam
• Depth of study: in preparing for the exam, you should use the lecture slide content as the main topic that you should cover, backed up by the material in the corresponding textbooks chapters.
• You do not need to read an understand every section in these chapters. You ONLY need to prepare the sections that have been covered in the lectures.

Information about the SMM exam
Question structure: A question will typically be divided in three parts.
You will be asked:
• to write down a simple description of a marketing concept from the course
• to illustrate this concept with a real marketplace example, usually chosen by you • to write a critique of the concept: this is the most difficult part, requiring intellectual effort, a deeper knowledge of the subject; and the chance to synthesise new information or conclusions, possibly drawing on other parts of the course.

Information about the SMM exam
• Setting down: you must number your answers clearly to correspond with subsections, otherwise the marker will not be able to tell where a new section begins. You must write legibly.
• Value of question: each of your two questions is worth 33.3% of the total 100%.

Information about the SMM exam
• Answer the question: your answer must respond to what the question asks. Please don’t regurgitate lengthy amounts of unnecessary teaching material.
• Time management: please manage your time carefully.
Two questions in two hours means 35 minutes per question, leaving 15 minutes for reviewing your paper and contingencies. • It is generally better to start a new answer on time than to try to make an existing answer “perfect”. You will get more
“marks per minute” from a new answer.

Information about the
SMM exam

• We are expecting relatively long answers

• Generally, a short answer does not help in the development of the necessary argumentation and it doesn’t a critic answer.

Best of Luck!!