Copyright Reserved

No. of pages: 24

Corporate Level

C
Corporate Communication

Instructions to candidates

(1)

(2)
Time allowed: 3 hours & 10 minutes

Total: 150 marks

S
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(3) Section I - Reading: 7 questions (7 parts) – All questions are
compulsory.

Section II - Writing: 3 questions (2 parts)– Part 1 questions (ONE and

TWO) are compulsory and choose question THREE or FOUR from Part 2.

Section III - Listening: 3 questions (3 parts) – All questions are

compulsory.

(4) Write your answers in the question paper itself. Use the space given for
each question. September
(6) Section III is Listening and the last 40 minutes are allocated for it. Follow 2020
the instructions given in the recording.

(7) Complete Sections I & II before attempting section III.

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 Section I: Reading

All questions are compulsory.

Total marks for this Section is 50.
Recommended time for this section is 1 hour & 15 minutes.

Part 1
Questions 1 – 5
Marks (5 x1) = 05

 Read the statements (A – F) in the box and the FIVE Extracts (1 – 5) with regard to
mergers.
 Only FIVE statements out of the six are relevant to the Extracts 1 - 5. Match the
relevant Statement with the correct Extract.
 Write the relevant letter (A – F) in the space given. (1 – 5)

Statements
A. Finding the right reasons for the merger is a difficult task.
B. A definitive method for taking over a business is hardly available
C. Both companies in the merger are able to reach out to the market without losing its original
reputation.
D. Merging of two companies should not be of superficial nature.
E. The crucial factor about mergers is its longevity without a failure.
F. It is imperative that the two merging companies pay attention to finer details for sustainability.

Extract 1 - ………………………
Like most things in life, there is no secret recipe for successful mergers. A well-etched strategy,
astute management team and an eye for details are what encapsulate the essence of the
successful merger. While the strategy is important for most mergers, cultural compatibility is
the soul of the merged entities. There are so many mergers and acquisitions that happen every
year. As per the IIMA institute, more than 45,000 transactions have taken place in the Mergers
& Acquisitions landscape in 2015. The valuation of these stands at $4.5 trillion or more.
Extract 2 - ………………………
Most of these mergers gather immense media attention, while some just happen in a hushed
way. But that’s not what is important. What actually matters is how many of these stand the

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test of time and how many remain a memory at best. Before finding out more about this let us
first try to comprehend why mergers happen in the first place. Why do two independent
entities come together to forge a new relationship when they can make way on their own?
Sounds akin to marriage, isn’t it? Well, yes. Mergers, just like marriages, have a lot at stake. It
is a make or break situation at the end of the day! One miscalculation can cascade into trillions
of losses.

Extract 3 - ………………………
Adidas-Reebok is one such merger where both the companies managed to create a portfolio of
new offerings while keeping their individuality intact. There exists a threat of cannibalization
where one brand eats into the others’ consumer spread. However, Adidas Chairman and CEO
Herbert Hainer clearly stated: “it is important that each of these brands must retain their own
identity.” While Reebok capitalized on its strong presence with the youth, Adidas focussed on
its international presence and high-end technology.

Extract 4 - ………………………
Like every long term relationship, it’s imperative that mergers also happen for right reasons.
When two companies hold a strong position in their respective areas, a merger targeted to
enhance their position in the market or capture a larger share makes perfect sense. A merger
is an extremely significant move for each company involved. It’s a tight ropewalk and even a
small slip can lead millions down a drain. Timely identification of weaknesses, risks and threats
whether internal or external, can save huge M&A costs and efforts. Internal risks can be
cultural frictions, layoffs, low productivity or power struggle at the helm, while external risks
are low acceptance of products through combined synergies, a sudden change in market
dynamics, regulatory changes, etc. Yes, it’s not possible to be so impeccably far-sighted, but
precision in dealing with things is a must.

Extract 5 - ………………………
In a nutshell, it can be wrapped up saying mergers must take place for strategic reasons, such
as to improving competitive capabilities, expanding footprints, achieving economies of scale,
to boost customer base, test new geographies, enhancing brand equity, etc, rather than
insignificant reasons like tax benefits or to save oneself from market risks. Mergers must be
considered as a means to fulfill far greater strategic outcomes rather than mere ends in
themselves.

Part 2
Questions 6 – 10
Marks (5 x1 ) = 05

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  Read this text taken from an article about starting failed businesses over.
 Choose the best sentence from the box to fill each of the gaps.
 For each gap 6 - 10, mark one letter (A – F).
 Do not mark any letter more than once.

A. One way of looking at it is that it's better to get it over with quickly so you can
reduce potential losses and move on to your next venture.

B. Entrepreneurs who have been down this road recommend reaching out to your
professional and personal networks to find a job.

C. In some instances, what starts off as a way to make ends meet may lead you to
your next big idea.

D. This is a simple lesson offered by many who have weathered closing a business.

E. "If you make excuses, those only stop the learning and prolong the pain," said
Ellis.

F. "You'll find yourself on the losing end of the spectrum if you try to go it alone.”
Said Ellis.

How to Move on When Your Business Fails

If you are an entrepreneur, you need to get comfortable with failure. There's a good chance
that it's going to happen to you. In fact, about 20 percent of small businesses don't make it past
their first year. Nearly 50 percent won't be around to celebrate their five-year anniversary. Only
one-third of establishments are still open for business after 10 years. While these sobering
statistics, as reported by the U.S. Small Business Administration, may prepare business owners
for the likelihood their business may fail, they don't equip SMB (Small and Mid-sized Businesses)
owners once that probability becomes a reality.

Closing a business is not the end of your story. Finding ways to deal with closing a business
without being defined by it is the only way to move forward and start anew. Failure happens
even to the best of us, so don't be too hard on yourself. Your healing process starts with taking

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the time to mourn your losses and rediscovering yourself without your business as part of your
identity. 6. …….............

Though it's hard to acknowledge it at the time, somewhat like ripping off a Band-Aid in one quick
motion, there are benefits to failing fast. 7. ……............. "[We] want our founders to fail fast.
This may sound counterintuitive, but our rationale is that entrepreneurs are innovators who will
continue to create," said Karen Ellis, who, as director of economic development for the St. Louis
Regional Chamber, supports startup organizations and has walked side by side with founders
whose companies have failed.

After taking some time to grieve, do a post-mortem of your business. It's necessary to be brutally
honest with yourself and take responsibility for your actions and choices while analyzing what
happened to your business and documenting both the successes and mistakes. 8. …….............
Once you know exactly what went wrong, give yourself permission to let go and move on. "Learn
from the setback, drop the baggage and move forward," concluded Ellis.

Money is often a sensitive topic even in the best of situations, but when creditors are calling and
you don't know where your next paycheck will come from, money may be the only thing on your
mind. 9. ……............. Working for someone else for a while before jumping into your next
business venture has its benefits. Once you have a steady gig, you will be able to earn an income,
pay down debt and buy yourself some time to figure out your next move. 10. ………… This was
the case for Mike Sims who created a social media app for musicians that never got off the
ground. However, Sims built an entirely new business as a result of the work he took on after
that initial failure. "I needed more funds just to survive after my venture ended, so I started
promoting myself as a business plan writer on freelance sites," recalled Sims. "Six months later,
I was the top business planner on one of the largest freelance sites ... I soon realized that I
had accidentally uncovered a unique problem for app entrepreneurs, and I had the ability to
solve it," said Sims. As a result, Sims launched ThinkLions, which helps entrepreneurs bring their
app ideas to life.

Part 3
Questions 11 – 15

5
Marks (5 x1 ) = 05

 Read the following extract from an e-article about social media and businesses and the
questions given.
 For each question 11 – 15, encircle the most suitable answer from A,B, C or D.

Social Media and Business Today

Social media technology has been accepted as part of the marketing strategy and culture
of operations within a variety of companies. For example, searches of employment data
bases regularly demonstrate marketers are using social media as part of their strategic
package, and are continuing to search for marketing professionals to start and manage
these programs. The growth of tools such as Twitter and Facebook underscores that
social media is becoming a mainstream strategy for many marketers.
Social media has seen the most exposure in consumer markets, yet business-to-business
(B2B) marketers have also expanded their efforts and are beginning to develop social
media strategies. B2B buyer segments tend to be fundamentally distinctive from their
business-to-consumer (B2C) counterparts. B2B buyers face higher risk in higher value
sales, making it important to have information that allows for the “best decision.” Thus
social media holds enormous potential for companies to become more connected to
clients. Yet, despite the structure of the marketplace, the utilization of social media for
reaching B2B clients is a relatively new phenomenon and has gone largely unexplored in
academic research.
It is interesting that 99% of surveyed business managers believe social media will have a
significant impact on their business yet almost two-thirds report they are not sure of its
meaning. The power of social media is expected to impact marketing. In an environment
where numerous businesses offer similar products and services while maintaining similar
values, the salesperson has an opportunity to provide unique advantages through social
media that are particularly useful in the B2B marketplace. For example, blogs may be
used by salespeople to leverage industry knowledge and influence sales, while Twitter
can be used to seek out new business opportunities and build professional relationships.
Salespeople who participate in such methods should be able to improve business by
helping build customer loyalty, reducing support costs, fostering additional sales
opportunities, and providing an additional customer feedback loop.

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As social media technologies are used in business-to-business sales environments,
questions will continue as we attempt to understand human factors that impede or
generate its success. One such factor that may explain social media usage is generational
impact. Understanding generational differences may assist managers in adopting new
technologies that appeal to each generation and in turn, recognizing how these
generational differences impact businesses positively is important.
Among Millennials who see their generation as unique, technology use is a response that
separates them from other groups. Millennials see their generation as unique in their
ability to understand and use technology. Roughly a quarter (24%) of those surveyed
who were under age 30 say that technology is what sets their generation apart. Examples
of social media usage in sales are occurring at industrial giant General Electric, where
Millennials helped create a social media presence through sites such as Pinterest and
Instagram.
The findings of this research indicate social media is being used and that it helps
contribute to increases in sales. Future research could be expanded to explore additional
challenges and opportunities that may arise from the use of this new technology. Future
research should attempt to examine the underlying facets of salespeople’s perception
that social media improves their success. It would also be helpful to analyze specific
differentials between social media users and nonusers. Thus, if properly positioned,
social media technologies clearly represent opportunities to enhance new and
meaningful approaches in sales.

11. What point does the writer make about Facebook and Twitter with regard to businesses
in the first paragraph?
A. Facebook and Twitter are the most important social media in business.
B. Facebook and Twitter have undervalued the importance of social media.
C. They are accepted in certain cultures.
D. The reason for many marketers to emerge is the growth of social media.

12. According to the second paragraph, what problem has the writer faced?
A. The fact that there is a fundamental difference between B2B businesses and B2C
businesses.

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 B. Less research articles published on the fundamental differences between B2B and B2C
businesses.
C. Not much literature could be found on studies done with regard to the impact of social media
on B2B businesses.
D. Less research articles done on changes in the market structure.

13. The survey results highlighted in the third paragraph conclude:

A. A majority of managers understand the importance of social media.
B. Almost all managers understand the significant impact of social media in their business
even though most are in doubt how it happens.
C. Blogs written by marketing personnel affect their businesses positively.
D. Businesses at present provide similar products and services.

14. Which is the most correct answer according to the fourth and fifth paragraphs?
A. Human factors either inhibit or generate leads in a businesses.
B. Adopting technological strategies that are clearly identified with each generation will
improve businesses.
C. Millennials are of the opinion that technology makes them isolated.
D. Major companies use millennials in social media platforms to generate more business.

15. Which one of the following is not a suggestion given for further research by the writer?
A. To examine other benefits and difficulties faced in using this technology for businesses
B. To examine marketers’ views on how this technology helps them improve sales
C. To examine the distinction between those who use this technology with the ones who
do not use
D. To examine new techniques of using this technology to increase sales

Part 4
Questions 16 – 20
Marks (5 x1 ) = 05

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  Read the article below about employee engagement at work.
 Choose the correct word to fill each gap from A, B, C or D.
 For each question 16 – 20, write the correct word in the gap given.

Driving Employee Engagement

This study 16……………………………. the relationship between internal organizational

communication and employee engagement. Foundationally, communication
involves a two-way 17. ……………………………. of information. Internal
communication occurs between managers and employees. Employee engagement,
which internal communication promotes, is “the degree to which an individual is
attentive and 18. ……………………………. in the performance of their roles” (Saks,
2006, p. 602). 19. ……………………………. studies have found that managers’ internal
communication with their employees motivates their subordinates to provide
superior service to customers (Lowenstein, 2006). Employees’ knowledge and skills
about both their jobs and the organization provide them with the opportunity to
become organizational 20. ……………………………. with the customers, who in turn
can enhance the firm’s reputation (Gronstedt, 2000).

A B C D
16 Focuses Examines Views looks
17 Exchange Mix transition overlap
18 Presented Centred fascinated absorbed
19 Earlier Before Premier Prior
20 Advocates Personnel supporters guides

Part 5
Questions 21 – 30
Marks (10 x1 ) = 10

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  Read the article below about the current economy and its issues.
 For each question 21 – 30, write the most suitable word in the space given.

Recovery of Business

As the local economy prepares to adapt to the ‘new normal,’ the obvious question for local
businesses would be 21. ……………………………. to compete post COVID-19. A proven theory
that can be practically incorporated to move beyond these challenging times may be worth
exploring. Swimming in the Blue Ocean as an island surrounded 22. ……………………………. a
blissful blue ocean, local businesses will have a choice of 23. ……………………………. swimming
in a ‘bloody’ red ocean filled with cutthroat competition (the known marketplace) or apply
lessons from the Blue Ocean Strategy (markets untainted by competition).

Popularised by professors W. Chan Kim and Renée Mauborgne in 2004, blue oceans
24. ……………………………. industries not in existence today – they’re unexplored territories.
Incorporating this strategy will enable businesses 25. ……………………………. reposition their
products and services to create 26. ……………………………. innovative marketplace from a new
dimension. This is vast, deep and powerful in 27. ……………………………. of transforming
businesses with profitable growth, and breaking away from the competition. Consisting of
several tools, the blue ocean strategy offers guidelines to local businesses to create
uncontested markets and new demand, 28. ……………………………. adopt activities by either
reducing costs or differentiation.

However, if applied intelligently this framework will allow organisations to go beyond simply
beating the competition but creating new value innovation 29. ……………………………. actions
will favourably impact operating costs and value propositions. If businesses are to compete in
the future, they must keep 30. ……………………………. costs down and enhance customer value.

Part 6
Questions 31 – 40
Marks (10 x1 ) = 10

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  Read the extract on managing employees.
 There is ONE wrong word in most lines 31 – 40.
 Correct the wrong word and write in the gaps (31 – 40).
 If a line is correct, put a tick ().
 The questions begin with two examples: (0) and (00)

Performing well in a first-level supervisor is like walking the circus high wire. (0) ……. as……..
In both positions, the ability to maintain one’s balance when shifting (00) ……√……...
forces pull in opposite directions are a measure of one’s success. First-level (31) ………….....
supervisor must be able to harmonize the demands of management, (32) ………….....
the demands of the collective work force, and the demands of workers (33) ………….....
with the requirements for doing the tasks at hand. These needs are much (34) ………….....
often than not conflict and even at times mutually exclusive. (35) ………….....
First-level supervisors usually have mix emotions about their situation (36) ………….....
and often loose their sense of identity as they try to perform this precarious (37) ………….....
balancing act. Today these supervisors are part of management, but (38) ………….....
chances are they are once among the employees they are now trying (39) ………….....
for supervise. Although first-level supervisors have the responsibility (40) ………….....
for implementing the goals of upper management, their organizational
authority to carry out the necessary actions is frequently unclear and
often insufficient.

Part 7
Questions 41 – 50
Marks (10 x1 ) = 10

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  Read the extract below about the importance of corporate social responsibility.
 Use the words given in brackets to form one word that fits in the blank (41 – 50) in the
text.
 Write the new word in the gaps (41 – 50).

The Importance of Corporate Social Responsibility

It’s incredibly important that your company 41. ……………………………. (OPERATE) in a way that
demonstrates social responsibility. Although it’s not a 42. ……………………………. (LAW)
requirement, it’s seen as good practice for you to take into account social and environmental
issues.

Social responsibility and ethical practices are vital to your success. The 2015 Cone
Communications/Ebiquity Global CSR study 43. ……………………………. (FIND) that a
staggering 91% of global consumers expect businesses to operate 44. …………………………….
(RESPONSIBLE) to address social and environmental issues. Furthermore, 84% say they seek out
responsible products wherever possible.

As the above statistics show, consumers are increasingly aware of the importance of social
responsibility, and 45. ……………………………. (ACTIVE) seek products from businesses that operate
ethically. CSR demonstrates that you’re a business that takes an interest in
46……………………………. (WIDE) social issues, rather than just those that impact your profit
margins, which will attract customers who share the same values. Therefore, it makes good
business sense to operate sustainably.

One of the notable 47. ……………………………. (BENEFIT) of corporate social responsibility is

48. ……………………………. (IMPROVE) public image. This is crucial, as consumers assess your
public image when deciding whether to buy from you. Something simple, like staff members
49. ……………………………. (VOLUNTEER) an hour a week at a charity, shows that you’re a brand
committed to helping others. As a result, you’ll appear much more 50. …………………………….
(FAVOUR) to consumers.

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 Section II: Writing

This paper requires you to answer THREE questions.

Part 1 questions (ONE and TWO) are compulsory and choose question THREE or FOUR from Part 2.
Total marks for this Section is 50.
Please note your handwriting should be legible.
Recommended time for this section is 1 hour & 15 minutes.

Part 1
Question 1
10 Marks

 The bar charts below give information on the type of qualifications that employees of a
particular company have got, which are presented in terms of age groups and gender.
 Using the information from the charts, write a short report summarising the
differences in qualifications obtained according to age group and gender.
 Write 120 – 140 words.

100
Number of Employees
90

80

70

60

50 Higher education

40 Professional qualifications

30 Other

20

10

0
20 - 30 31 - 40 41 - 50 51 - 60
Age groups

Female Employees of Tristart Apparels

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 100
Number of employees
90
80
70
60 Higher education
50 Professional qualifications
40 Other
30
20
10
0
20 - 30 31 - 40 41 - 50 51 - 60 Age groups

Male Employees of Tristart Apparels

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Question 2

15 Marks
You work for a software solution company and your recent appraisal says that your work
performance is up to the level expected. However, the increments you get are lower and you
feel it is below the market rate.
Write a letter to the Head of your organization, including the following information.

 The reasons for writing the letter

 Why you think your increment should be higher
 What action do you want the Head of the organization to take
Write 180 – 200 words.
Sender’s address and date are not required.
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Part Two

25 Marks
Write an answer to one of the questions (3 – 4) in this part.
Clearly indicate the question number.
Write 240 - 250 words.

Question 3

Your organization closely works with foreign companies. The Directors decided to have an
employee exchange programme. You were asked to write a proposal in order to execute it.
Write a proposal to the Managing Director including the following information:

 Why you think an employee exchange programme is necessary for your company
 Which employees will be sent abroad and why
 How it can be implemented and duration
 Explain the benefits to the company as a whole

Question 4

You work for the HR Department of your company. You were asked to talk to your colleagues
in order to find out the common problems they face at work and present a report on it.
Write your report including the following information:

 What methods did you adopt to reach out to your colleagues

 What are the three most important issues raised by most of them
 Your suggestions to solve these issues
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 Section III: Listening
All questions are compulsory.
Total marks for this Section is 50.
Recommended time for this section is 40 minutes.
Please use a pencil to write the relevant answers in this Section.

Part 1
Questions 1 –12
Marks (12 x2 ) = 24

 You will hear the organizer of an annual conference attended by the sales representatives of
a large company. He is telling them about the arrangements for the end of the conference.
 As you listen, complete the notes, using up to three words or a number.
 You will hear the recording twice.

1. The computer session has been moved to Room 110 and the .................................................
will now be held in Room 201.
2. Team Leaders are to take keys and ......................................................... to Point B by 3
o’clock.
3. Team Leaders will not have to do any ............................................................ this afternoon.
4. Airport coaches will leave tomorrow morning from the ..........................................................
marked Airport.
5. Local buses will leave from ...............................................................
6. Next year’s conference will probably be held at the ............................................................ in
Birmingham.
7. Information about the ............................................................, for example, will be sent later.
8. The guest speaker next year will lecture on .............................................................................
9. This afternoon Alan Smith will speak in Room ............................................................
10. Complimentary videos are available from ................................................................................
11. The video features new ............................................................
12. The party is at 8 pm this evening in the ............................................................

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Part 2

Questions 13-22
Marks (10 x1) = 10
 You will hear a discussion between a tutor and an education student called Sandy
Gibbons about the student’s dissertation
 As you listen, fill in the blanks (questions 13 - 22) with not more than 3 words and/or a
number.

 You will hear the recording twice.

Targets previously agreed Work completed Further action suggested

Investigate suitable data - Read IT Sign up for some

analysis software 13 ………………………………… Software practice sessions

- Spoken to Jane Prince,

Head of the
14 …………………………………

Prepare a 15. …………………………… Add questions in section three

for survey - Completed and sent for on
review 16. ……………………………..…..……….

Further reading about discipline - Read Banerjee Obtain from library through
- N.B. Couldn’t find Ericsson’s special loans service
essays on managing the
17. ………………………………………….

New Targets Specific suggestions Timing

Do further work on Chapter 1 - Add statistics on the
(Give the title: Context 19………………………………………… By the 21 …………………………………
18………………………………………….) in various zones
- Include more references to
work dated after
20 …………………………………………

Prepare list of main sections for - Use index cards to help in Before starting the
Chapter 2 organization 22…………………………………………

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Part 3
Questions 23 –30
Marks(8 x2 ) = 16

 You will hear a radio presenter interviewing a businessman called Jim O’Brien.
 For each question 23-30, select one letter (A, B, or C) for the correct answer and
encircle it.
 You will hear the recording twice.

23 Jim leaves his house early in the morning because

A He enjoys driving his car fast.

B He wants to avoid the heaviest traffic.
C He lives a long way from his office.

24 Jim says that the problem with meetings is that they

A always go on for much too long.

B are an expensive luxury.
C are not as enjoyable as talking informally.

25 Why did Jim lose his previous job?

A There were problems with punctuality.

B There were disagreements with management.
C The company was bought by another company.

26 How did Jim’s employment with Hacker begin?

A He started a new branch in the UK.

B He went to run a branch in the US.
C He took over the UK branch.

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27 Jim thinks that the perfect worker

A has a lot of new ideas.

B is young and ambitious.
C fits in with the company’s methods.

28 Why does Jim have lunch in his office?

A He doesn’t want a long break.

B He likes to eat early.
C He doesn’t want to meet anyone.

29 What new development is happening in the company this year?

A They are focusing on selling through shops.

B They are moving into some new offices.
C They are making changes in the management.

30 Jim never works late at his office because

A he wants to spend his evenings entertaining clients.

B he can take work home with him if necessary.
C he doesn’t like sitting behind a desk to work.

-End of the paper-

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