©2023 TVET CDACC
041306T4BUS
BUSINESS MANAGEMENT LEVEL 6
BUS/OS/BM/CR/04/6/A
DEVELOP CORPORATE IMAGE
Nov/Dec 2023
TVET CURRICULUM DEVELOPMENT, ASSESSMENT AND
CERTIFICATION COUNCIL (TVET CDACC)
WRITTEN ASSESSMENT
Time: 3 Hours
INSTRUCTIONS TO CANDIDATES
1. This paper has TWO sections A and B.
2. You are provided with a separate answer booklet.
3. Marks for each question are indicated in the brackets ().
4. Do not write on the question paper.
This paper consists of THREE (3) printed pages.
Candidates should check the question paper to ascertain that
all pages are printed as indicated and that no questions are missing.
Page 1 of 3
©2023 TVET CDACC
SECTION A (40 MARKS)
Answer all the questions in this section
1. Most organizations have introduced a public relations department in their operations.
Highlight four reasons for rapid growth in public relations (4 Marks)
2. ABC Limited has opened a new branch in a foreign country. Outline four challenges that
a public relations officer is likely to face. (4 Marks)
3. Outline four reasons that make local community an important public of a manufacturing
firm. (4 Marks)
4. XYZ is facing a crisis; highlight four strategies that they may use to respond to the crisis.
(4 Marks)
5. A public relations intern has prepared a poor press release. Suggest four indicators that
may have qualified it as poor. (4 Marks)
6. Outline four characteristics of corporate social responsibility. (4 Marks)
7. The management of JM Limited has identified the need to train its public relations
personnel. Highlight four indicators that may have prompted the need to conduct the
training. (4 Marks)
8. Outline four benefits that may be derived by an organization from having a strong
corporate identity. (4 Marks)
9. Some customers have resisted technology in customer service. Outline four reasons that
may be attributed to the resistance. (4 Marks)
10. Mazao Limited has budgeted for sponsorship activities in the next financial year. Outline
four benefits that an organization may derive from engaging in such activities. (4 Marks)
Page 2 of 3
©2023 TVET CDACC
SECTION B (60 MARKS)
Answer any THREE questions in this section.
Each question carries 20 marks.
11. (a) Juhudi Limited Management has declined a proposal to fund corporate social
responsibility activities. Suggest five arguments that the management may have for
declining the proposal. (10 Marks)
(b) You have been tasked to carry out research on the effectiveness of public relations in
your organization. Describe five steps that you shall follow. (10 Marks)
12. (a) Company ABC is in the process of launching new branches globally. Explain five
areas the firm should research on before expanding its operations. (10 Marks)
(b) Explain five types of crises that may arise in an organization. (10 Marks)
13. (a) The public relations officer at KMJ democratic party has proposed the use of
Propaganda in communication. Suggest five reasons for the preference. (10 marks)
(b) Explain five benefits of formulating a public relations plan. (10 Marks)
14. (a) Mahogany Limited has changed its corporate identity. Analyze five reasons that may
have made it necessary for the organization make this move. (10 Marks)
(b) To enhance publicity MVJ Limited has decided to use public relations. Explain five
ways in which public relations strategies may generate news. (10 Marks)
Page 3 of 3
