UNIVERSITY
OF MALTA
UNIVERSITY
OF MALTA
THE MATRICULATION EXAMINATION
INTERMEDIATE LEVEL
MARKETING
MAY 2014
EXAMINERS’ REPORT
IM EXAMINERS’ REPORT MAY 2014
IM MARKETING
MAY 2014 SESSION
EXAMINERS’ REPORT
Part 1: Statistical Information
Table 1 shows the distribution of grades for the May 2014 session of the examination.
GRADE
A
B
C
D
E
F
abs
TOTAL
NUMBER
24
52
71
34
34
40
9
264
% OF TOTAL
9.1
19.7
26.9
12.9
12.9
15.2
3.4
100
Part 2: Comments regarding candidate’s performance
Question 1
This question was sub-divided into five short questions. Overall candidates did well in these
questions. This showed that many were familiar with topics such as the PLC and the business
orientations.
Question 2
This question was sub-divided into five short questions. Some candidates had difficulty with the types
of PR activities, and in explaining the difference between observation and experimentation in
marketing research.
Question 3
Candidates focused mostly on the items of the promotional mix, and tended to be weak their
application of marketing an electric vehicle.
Question 4
Many candidates gave good replies and explained the differences between products and services.
Question 5
Many candidates managed to answer this question well and identified correctly the stages of the
personal selling process.
Question 6
The approach by candidates to this question was rather theoretical, focusing on the stages of the
research process rather than the application to the case in question. Some were not aware of the
precise role of focus groups.
Question 7
Many respondents were familiar with pricing policies and overall the application was satisfactory.
Question 8
This question was not as popular as others in the paper. Candidates were not very familiar with the
role of relationship marketing.
Chairperson
Examiners’ Panel 2014
2