Semester 2, 2013-2014 P04712

P04712 Advanced Engineering Management

Examination Rubric

Examination Length: 3 hours.

This paper consists of four questions, you must answer all of them.

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Semester 2, 2013-2014 P04712

Examination Questions

1.
With relevance to management topics covered in the module explain what a business
plan is and why it is important. What material does it contain and what steps are
involved in its preparation? In the course of the module you participated in the
preparation of a business plan, what differences would there be between the
preparation of the plan as we experienced during the module and if you were working
in a Motorsport company preparing the plan for internal consumption to justify a
project you are proposing.
25 Marks
2.
The Technical Director of a racing team you are working for has just been appointed.
The director comes with a very good track record but the team has not been doing so
well recently. The team clearly has expertise and talent but in the past it has not been
well run and industry journalists suggest that the new director can see good
prospects here. At a recent press conference he was quoted as saying :

‘The funding for the team will not be a problem, all you have to
do is win races and you will have corporations queuing up to be
platinum sponsors’

Comment on the validity of this statement in the light of the material leant in the
module about Motorsport Sponsorship. What approach would you recommend that
the team take to the acquisition of sponsorship ?
25 Marks

3.
In the three major case studies provided by Professor Goddard, we saw that volume
manufactures in the automotive industry will come to much smaller consultancies to
provide them with expertise and results that they cannot deliver in house. Describe

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Semester 2, 2013-2014 P04712

some examples of this and use them explain why it can be that volume
manufacturers are not able to provide these abilities themselves.
25 Marks

4.
In general, when asked why organisations undertake expensive sponsorship
agreements with motorsports teams, people will answer that the sponsors benefit
from ‘brand recognition’, ‘hospitality’ and ‘PR and Media Coverage’. Make a
reasoned case, backed up by evidence from case studies and analysis for whether
these three items do accurately explain why sponsors spend their money this way or
whether other factors are involved.
25 Marks

End of Examination Paper

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