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Set - A Marking Guide of Project Analysis and Marketing

The document is a marking guide for a Higher National Diploma (HND) examination in Project Analysis and Marketing, detailing instructions for answering questions and the structure of the exam. It consists of two sections: Section A includes short questions covering fundamental marketing concepts, while Section B features problem-solving questions related to financial analysis, profit and loss accounts, ratios, and budgeting. Each section has specific marks allocated, and candidates are required to demonstrate their understanding of marketing and financial principles.

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Azinwi Boris
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12 views4 pages

Set - A Marking Guide of Project Analysis and Marketing

The document is a marking guide for a Higher National Diploma (HND) examination in Project Analysis and Marketing, detailing instructions for answering questions and the structure of the exam. It consists of two sections: Section A includes short questions covering fundamental marketing concepts, while Section B features problem-solving questions related to financial analysis, profit and loss accounts, ratios, and budgeting. Each section has specific marks allocated, and candidates are required to demonstrate their understanding of marketing and financial principles.

Uploaded by

Azinwi Boris
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Set - A Marking Guide of Project

Analysis and Marketing

HIGHER NATIONAL DIPLOMA (HND) EXAMINATION PROJECT ANALYSIS AND


MARKETING FIELD: MANAGEMENT SPECIALTY: PROJECT MANAGEMENT
CREDIT VALUE: 7 DURATION: 3 HOURS

INSTRUCTIONS:

1. Answer all questions in Section A and any two questions from Section B.
2. Clearly number your answers as they appear in the question paper.
3. Show all calculations where necessary.
4. Write legibly and adhere to the given time constraints.

SECTION A: Short Questions (50 Marks)

(Answer all five questions. Each question carries 10 marks.)

1. Fundamentals of Marketing:
○ Answer: Marketing is the process of identifying, creating, communicating,
and delivering value to satisfy consumer needs. It is important in project
management because it ensures proper product positioning, customer
engagement, and competitive advantage.
2. Marketing Environment:
○ Answer: The marketing environment consists of:
■ Internal Factors: Company resources, organizational structure,
and corporate culture.
■ External Factors: Economic trends, technological advancements,
social influences, and competition.
3. Market Segmentation, Targeting, and Positioning:
○ Answer: Market segmentation is the process of dividing a broad market
into distinct subsets based on factors like demographics, behavior, and
geography. For example, a smartphone company may segment its market
into high-end users, budget-conscious users, and gamers.
4. Marketing Research:
○ Answer: The key steps in marketing research include:
■ Defining the problem
■ Developing a research plan
■ Collecting and analyzing data
■ Interpreting results
■ Making informed decisions
○ It helps businesses understand customer preferences and improve
product offerings.
5. Marketing Mix Variables:
○ Answer: The 4Ps of marketing are:
■ Product: The goods or services offered.
■ Price: The cost to the customer.
■ Place: Distribution channels.
■ Promotion: Advertising and sales tactics.
○ These elements work together to create a successful marketing strategy.

SECTION B: Problem-Solving Questions (50 Marks)

(Answer any three questions. Questions carry 15, 15, and 20 marks respectively.)

6. Financial Analysis - Balance Sheets: (15 Marks)


○ Answer:
■ Accounting Balance Sheet: Focuses on assets, liabilities, and
equity.
■ Financial Balance Sheet: Includes cash flows, profit margins, and
financial stability indicators.
■ Functional Balance Sheet: Categorizes assets and liabilities
based on their operational use.
7. Trading, Profit, and Loss Account: (15 Marks)
○ Answer:
■ Profit and Loss Statement:
■ Sales Revenue: FCFA 5,000,000
■ Cost of Goods Sold: (FCFA 3,000,000)
■ Gross Profit: FCFA 2,000,000
■ Operating Expenses: (FCFA 1,000,000)
■ Operating Profit: FCFA 1,000,000
■ Other Income: FCFA 300,000
■ Tax: (FCFA 200,000)
■ Net Profit: FCFA 1,100,000
8. Ratios and Sources of Project Financing: (20 Marks)
○ Answer:
■ Three Key Ratios:
■ Liquidity Ratio: Measures a company's ability to meet
short-term obligations.
■ Profitability Ratio: Assesses financial performance (e.g.,
Return on Investment - ROI).
■ Debt-to-Equity Ratio: Evaluates financial leverage.
■ Sources of Financing:
■ Equity Financing: Investors provide capital (Advantage: No
repayment; Disadvantage: Ownership dilution).
■ Debt Financing: Loans and bonds (Advantage: Retain
ownership; Disadvantage: Interest costs).
■ Grants: Non-repayable funds (Advantage: No repayment;
Disadvantage: Stringent conditions).
■ Retained Earnings: Using company profits (Advantage: No
external liabilities; Disadvantage: Limited growth potential).
9. Cost Accounting and Budgeting: (15 Marks)
○ Answer:
■ Complete Costing vs. Managerial Costing:
■ Complete Costing: Focuses on total costs incurred in
production.
■ Managerial Costing: Helps in decision-making by analyzing
variable and fixed costs.
■ Implication of Cost in Budgeting:
■ Ensures efficient resource allocation.
■ Helps in setting realistic financial goals.
■ Prevents overspending and financial mismanagement.

END OF PAPER

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