The common touch
13 September 2012
Just knowing what the text books say isn’t sufficient in the professional stage exams, says Jacqui Bishop. Theories must be combined with common sense to achieve good results
As I was marking a pile of last November’s professional stage marketing exam papers, it struck me that many students had not got the balance right between theory and practical insights in their answers. Two questions in particular seemed to cause problems.
Example questions
1. Financial rewards are often seen as the only means of motivating a sales...