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June 18, 2019

Marketing 310: Marketing Effectiveness exam

UOW responds to student concerns

Marketing 310, Marketing Effectiveness, (MARK310) aims to prepare students to be marketing professionals capable of understanding and employing the various tools and approaches used to measure the effectiveness of marketing activities.

The final examination for this 300-level (third year) subject was a timed assignment, also referred to as a take-home, open-book exam, which posed a business scenario requiring an urgent response by a pre-determined deadline. This scenario-based exercise was designed to simulate the modern, deadline-driven marketing workplace and so its duration was equivalent to one business day.

Students were required to draw on knowledge gained during the course, and available resources, using a template provided, before submitting their work online. The activity allowed students to demonstrate their understanding of the subject matter and their achievement of the subject’s learning outcomes.

The exercise was undertaken on Sunday 16 June 2019 from 10am until 6pm. It could be undertaken by students wherever they chose but was timed to align with ¾«¶«´«Ã½ Library opening hours to ensure easy access to resources and quiet working locations on campus if desired.

Students were expected to manage their own time and personal needs during the activity, as would be expected of a marketing professional in the workplace.

This activity was foreshadowed when students enrolled in the subject. It was clearly stated in the subject outline and the two tutorials held prior to the study recess were devoted specifically to preparing students for this exam. Support was provided during the exam to help students clarify questions if required, without assisting with answers.

Because this is the first time this form of examination has been used for this subject, its application this year will be evaluated as part of normal subject review processes before being offered again in 2020.