Postgraduate Diploma in Marketing

Management

DECEMBER 2021 EXAMINATION

Purpose-led Marketing (PLM)
23 December 2021 | 1330 Hrs – 1630 Hrs

INFORMATION

• Total marks for this paper is 100.

• Examination will be Three (03) hours in duration.
• There are two parts in this question paper. All questions in Part One are
compulsory.
• Part Two includes 6 Essay Type Questions. Answer 03 questions from this part.

Section Question type Marks allocation

Part One A case study 40 Marks

Part Two Three (03) out of six (06) questions 20 Marks x 3
Questions

INSTRUCTIONS

• State your Registration Number on the front cover of the answer booklet and
on each and every supplementary sheet attached to it.
• Do not mention your name anywhere in the answer booklet or answer scripts.
• Always use a new page when answering a new question
• Use a black or dark blue pen.
• You are reminded that answers should not be written in pencil or red pen except
in drawing diagrams.
PART ONE
Answer all questions.
Question 01: Case Study

Fashion ID is an online retailer whose website featured the Facebook ‘Like’ button,
which allowed visitors of the website who are Facebook users to “like” articles and post
them on Facebook’s social network.

The existence of this plugin entails that, every time a visitor consults the website, his
or her personal data (namely, information concerning his or her IP address and
browser string) is transmitted to Facebook, which also places different kinds of cookies
on the visitor’s device. Notably, this data processing occurs regardless of whether the
visitor is a member of the social network or has clicked on the ‘Like’ button.

Verbraucherzentrale NRW, a German consumer protection association, brought a

lawsuit against Fashion ID on the ground that the use of that plugin results in a
breach of data protection legislation. Verbraucherzentrale NRW claimed that
transmission to Facebook of visitors’ personal data occurred without the data subjects’
consent and in breach of the duties to inform set out in legislation on the protection
of personal data.

Assuming you are the honorable Commercial high court Judge in Colombo, grant an
interpretation to Data Privacy Bill, in light of the date of the facts in the dispute in the
main proceedings,

a) What is the data protection law in Sri Lanka and What are the primary
objectives of the data protection law in Sri Lanka?
(10 Marks)

b) The core question among those posed by the referring court was whether
Fashion ID must be classified as a controller with regard to the data processing
taking place, and if so, how the individual obligations imposed by data
protection legislation in Sri Lanka are to be met in such a scenario?
(10 Marks)

c) Therefore, explain who has the responsibility for complying with data protection
legislation in the context of embedding third-party features that regularly takes
place on websites.
(10 Marks)

d) By using your understanding regarding data driven marketing, explain how can
Fashion ID use data driven marketing to improve its business performance.

(10 Marks)

(Total 40 Marks)

Page 2 of 4
PART TWO

This part includes SIX Essay Type Questions.

Answer THREE questions.

Question 02

a) By using appropriate real-life examples, explain the concept ‘purpose-led

marketing’.
(08 Marks)

b) Discuss the importance of purpose-led marketing for a business organization

operating in the present competitive business environment.
(12 Marks)

(Total 20 Marks)
Question 03

“Present organizations should focus on triple bottom line rather than focusing on a
single bottom line”. Elaborate the validity of the above statement.
(Total 20 Marks)

Question 04

a) Explain the concept of sustainability marketing by referring to its related

concepts.
(08 Marks)

b) Identify and briefly describe any real-life case (example) where you believe
sustainability marketing is practiced. Critically evaluate the effectiveness of the
sustainability marketing applications of the identified case.
(12 Marks)

(Total 20 Marks)

Question 05

Corporate social responsibility (CSR) is defined as ‘a concept whereby companies

integrate social and environmental concerns in their business operations and in their
interaction with stakeholders on a voluntary basis’.

Does CSR really practice ‘on a voluntary basis’? Explain your answer. By using
suitable examples discuss in which situations and to which degree are companies free
to decide whether to adopt a CSR approach in their business operations.

(Total 20 Marks)

Page 3 of 4
Question 06

a) Explain what is cause related marketing? Briefly describe how cause related
marketing is different from purpose-led marketing.

(08 Marks)

b) Select any organization operating in Sri Lanka of your choice. Identifying a

suitable cause, design a cause marketing camping for the selected organization.

(12 Marks)

(Total 20 Marks)

Question 07

a) Mention four (04) unethical marketing practices you have observed or

experienced in Sri Lanka and, briefly describe how can respective organizations
overcome such unethical marketing practices.

(08 Marks)

b) What do you mean by data driven marketing? Discuss the role of data driven
marketing in today’s environment.
(12 Marks)

(Total 20 Marks)

(Total 60 Marks)

(Total 100 Marks)

-END-

Page 4 of 4