Communication Plan Exam: Marketing Bachelor Level 3

1 | P a g e
Décision de création et d’ouverture N
o : 24-04344/L/MINESUP/SG/DDES/ESUP/SDA/NS du 11 JUIN 2024
Web: WWW.IUGO.Academy // mail: [e-mail]
Tel : [phone]// 675 21 36 43// 658 27 47 87 // 651 52 01 27
A Iugo, Osez l'excellence et bâtissez votre avenir Professionnel !
Session : NORNAL
Enseignant / Lecturer:
Niveau/level : 3
Année Académique/Academic Year 2025-2026
Spécialités/speciality : MARKETING
COMMUNICATION
Durée/Duration : 2 Hrs
Semester/Semestre: End of Semester
Examination
Cycle/Cycle:BACHELOR
UE/course : COMMUNICATION PLAN
INSTRUCTIONS TO CANDIDATES
1. Answer ALL questions in Section A.
2. Answer ANY TWO (2) questions from Section B.
3. Answer ALL questions in Section C (Case Study).
SECTION A: SHORT ANSWER QUESTIONS (30 MARKS)
Answer ALL questions (Each question carries 5 marks)
Question 1
Define a Communication Plan and explain its importance in marketing communication.
Question 2
Explain the difference between marketing communication objectives and marketing objectives.
Question 3
Identify and explain five components of an effective communication plan.
Question 4
Explain the concept of target audience analysis in communication planning.
Question 5
Differentiate between:
a) Above-the-line (ATL) communication
b) Below-the-line (BTL) communication
Provide one example of each.
Question 6
Explain the role of message design and positioning in communication effectiveness.
SECTION B: ESSAY QUESTIONS (40 MARKS)
Answer ANY TWO (2) questions (Each question = 20 marks)
Question 7
Discuss the stages involved in developing a strategic communication plan for a new product
launch.
Question 8
Evaluate the role of Integrated Marketing Communication (IMC) in modern organizations.
Question 9
Explain how digital communication channels are transforming communication planning in
developing economies such as Cameroon.
Question 10

2 | P a g e
Décision de création et d’ouverture N
o : 24-04344/L/MINESUP/SG/DDES/ESUP/SDA/NS du 11 JUIN 2024
Web: WWW.IUGO.Academy // mail: dire.iug[email protected]
Tel : [phone]// 675 21 36 43// 658 27 47 87 // 651 52 01 27
A Iugo, Osez l'excellence et bâtissez votre avenir Professionnel !
Discuss the challenges faced by communication managers when implementing communication
campaigns and propose practical solutions.
SECTION C: CASE STUDY — COMMUNICATION PLAN IN CAMEROON (30
MARKS)
Case Study Title: Communication Strategy for a Mobile Payment Service Launch
Background
A leading mobile operator, Orange Cameroun, plans to launch a new mobile payment solution
called Orange Pay+, designed to simplify digital payments for small traders, students, and
transport operators across Cameroon.
Market research findings show:
 Increasing adoption of mobile money services
 Low awareness of advanced digital payment features
 Trust and security concerns among rural users
 Strong influence of radio and social media communication
 High youth engagement with online platforms
The company allocates FCFA 100 million for a 4-month national communication campaign.
Communication objectives include:
 Increase awareness of Orange Pay+ to 70% of target users
 Encourage first-time adoption
 Build trust in digital payments
Available communication tools:
Communication Channel
Strength
Television Advertising
Mass awareness
Radio Campaigns
Regional penetration
Social Media Marketing
Youth engagement
Influencer Marketing
Trust building
Outdoor Advertising
Visibility
Field Activation Campaigns
Direct education
QUESTIONS
Question 11 (10 marks)
Analyse the communication situation by identifying:
 Target audiences
 Communication problems
 Key communication opportunities
Question 12 (10 marks)
Develop a communication plan for Orange Pay+ including:
a) Communication objectives
b) Key message strategy
c) Communication channels selection
d) Campaign scheduling approach
Question 13 (10 marks)
Explain how Orange Cameroun can evaluate the effectiveness of the communication campaign
using communication performance indicators.