Case study
• Demonstrate an acceptable level of understanding of key terms and concepts used in marketing
• Provide a competent analysis of a given predictable business situation and present an appropriate response in the form of a simple marketing mix plan
Have a look at the case study in the old exam paper. You will see that it is broad in scope allowing for a wide range of answers. Reading the exemplar will show you what we might be expecting from you in terms of length, language and structure.
The case study that you will write about is for a Point & Know app for the Moscow tourist market. Tourists visiting Moscow can use their smartphone to point the app at famous landmarks and learn about the cultural significance and history of the landmark in the language of their choice.
Gantt chart to demonstrate your Marcomms plan.
