Markeitng

In: Business and Management

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LORD ASHCROFT INTERNATIONAL BUSINESS SCHOOL

EXAMINATION PAPER August 2012

BB430999S

POSTGRADUATE MAJOR PROJECT –
CAPSTONE MODULE

TIME ALLOWED: 3 HOURS & 15 MINUTES

INSTRUCTIONS TO CANDIDATES:

1. Students will be allowed 15 minutes reading time
2. Students are allowed to write on the question paper during that time, but NOT in the Answer Booklet
3. All questions carry equal marks
4. Start your answer to each question on a separate page

Materials Permitted in the Examination:

1. Seven A4 sides of pre-prepared research may be taken into the examination room and should be submitted with the examination answer. 2. A single-volume, bilingual dictionary (without annotation). However, the use of electronic dictionaries or translators is not permitted.

Mitigation – Academic regulations 6.86 - 6.94
6.90 Claims for mitigation must be submitted by the student or in exceptional circumstances (e.g. when a student has been hospitalised) by a Director of Studies, Programme Leader or Student Adviser on behalf of the student no later than five working days after the date on which an examination has been sat.

Number of questions set: 2
Number of pages: 4 (including cover)
Name of examiner/tutor: Dr. John W. Lang

NOTE:
All questions below relate to the Student Brief distributed in session 3 of the module regarding GOOGLE

QUESTIONS:

To be answered by ALL students

1. Critically analyse and evaluate the competitive position of GOOGLE and its potential to grow further and thrive within a fiercely competitive sector. Based on that positioning, evaluate the current business model of GOOGLE, and comment on the sustainability of that model as a paradigm. Include, in your analysis, direct reference to the following:

i. The Business Model of GOOGLE ii. Relevant KPIs and CSFs…...

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