CORPORATE REPUTATION MANAGEMENT: EXAM – 76%

Standard

image-20160921-21701-1s45a8j

By achieving 76%, this exam resulted in an unexpected personal milestone of progression. Throughout the majority of tasks in third year, I was instructed to analyse a firm’s current situation and with this information, suggest a strategy for the future of the company. One can find the challenges initially faced in my other blog posts. However, I believe my success in this exam exhibits the progression I have made in efficiently applying this practice.

The exam was slightly unique, in that it was open-book and that I was asked to prepare a two-page analysis of the case-study organisation, Sports Direct, to be included in the exam. The open-book nature and the prior knowledge of the case study meant I was able to gather useful information, allowing me to construct highly detailed and specific answers.

The exam had three questions. The first was previously informed to be either CSR or Ethics. The other two were a raffle between ten topics. Commonly with exams, advice from tutors involved; out of the ten topic areas, choose four or five to cover in depth, increasing the likelihood of two of them coming up.

Sports Direct was specifically chosen because of the damage its reputation had received from various stakeholders. Through rigorous research of Sports Direct, looking at the historical timeline of negative media coverage and the manner in which Sports Direct handled the situation. I was able to see the links between the company’s failure and the theory covered in the unit.

The extent to which I achieved this was extremely surprising. When one has prepared specific questions for an exam, the anticipation of whether they are going to come up is immense. This is intensified even more where, instead of covering four-to-five topics, I had gambled with only preparing three. Time was a major influencing factor of this but I was also quietly confident that these were by far the most important issues. Despite my confidence, I was absolutely stunned when I opened the paper and saw, the three questions I had prepared for the second part all featured in the exam in the exact way I had written them. I was able to answer three out of the four question (although only two were needed) and essentially write down my answers word-for-word.

At the time I brazenly thought, I couldn’t have gotten luckier if I had written the exam myself. However, on further reflection, I found a great deal of pride in managing to analyse a company’s situation and prioritise the most important actions, to the extent that I had reached the same conclusions as my tutors through their choice of questioning. I believe this grade showcases the ultimate progression I have made through repeatedly engaging with this analytical practice and gives me great confidence for my future work and career.


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings

Click to view my CV.

Marketing Communications Theory and Practice

Standard

picture1For this unit, an open-book exam comprised 50% of the overall unit grade. An approach I welcomed, as the eradication of guesswork allowed for a much more focused learning experience.

The first question involved a semiotic analysis of a poster by Whiskas cat food (image above.)

I was to consider all elements in order to extract and interpret what messages the advertisers were trying to convey to their audience.

Charles Sanders Peirce’s theory of semiotics provided the framework by which I could highlight the key symbolism, while justifying these points in relation to Whiskas’ brand, product and market development.

The open-book nature enabled myself to essentially write up the piece prior to the exam. Click on the image above or follow this link to view a sample from my answer. I received a first in this exam.

From a creative perspective, I greatly enjoyed the subject of semiotics. As Alastair Crompton impressed upon me in his book ‘The Craft of Copywriting’, the question why? is of paramount importance in marketing.

I believe the level of analysis applied in this task, along with arduous attention to detail have granted me invaluable skills toward my professional development.


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings

Click to view my CV.