Sample Question: To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied? (Jan 2012)
Candidates may cover the following material in their responses to the question:
The characteristics of contemporary distribution in the media area they have studied
How distribution is reliant on production and consumption practices
Distribution and marketing strategies, including synergy
How key products/ services are consumed by local, national and/ or global audiences
The significance of distribution in relation to the media area they have studied
Candidates should be given credit for their knowledge and understanding, illustrated through case study material, in any of these areas; there is no requirement that they should all be covered equally. Examiners should also be prepared to allow points, examples and arguments that have not been considered if they are relevant and justified.
Candidates will be assessed on their ability to illustrate patterns of production, distribution, exchange and consumption through relevant case study examples and their own experiences.
Explanation/analysis/argument (20 marks) AO1 Specific
Use of examples (20 marks) AO2 Specific
Use of terminology (10 marks) AO1 Specific
Level 4
Explanation/analysis/argument (16-20 marks)
Shows excellent understanding of the task
Excellent knowledge and understanding of institutional/audience practices – factual knowledge is relevant and accurate
A clear and developed argument, substantiated by detailed reference to case study material
Clearly relevant to set question
Use of examples (16-20 marks)
Offers frequent evidence from case study material – award marks to reflect the range and appropriateness of examples
Offers a full range of detailed examples from case study and own experience
Offers examples which are clearly relevant to the set question
Use of terminology (8-10 marks)
Use of terminology is relevant and accurate
Complex ideas have been expressed clearly and fluently. Sentences and paragraphs, consistently relevant, have been well structured, using appropriate technical terminology. There may be few, if any, errors of spelling, punctuation and grammar.
Level 3
Explanation/analysis/argument (12-15 marks)
Shows proficient understanding of the task
Proficient knowledge and understanding of institutional/audience practices – factual knowledge is mostly accurate
Some developed argument, supported by reference to case study material
Mostly relevant to set question
Use of examples (12-15 marks)
Offers consistent evidence from case study material
Offers a range of examples in some detail from case study and own experience
Offers examples which are mostly relevant to the set question
Use of terminology (6-7 marks)
Use of terminology is mostly accurate
Straightforward ideas have been expressed with some clarity and fluency. Arguments are generally relevant, though may stray from the point of the question. There will be some errors of spelling, punctuation and grammar, but these are unlikely to be intrusive or obscure meaning.
Level 2
Explanation/analysis/argument (8-11 marks)
Shows basic understanding of the task
Basic knowledge and understanding of institutional/audience practices – factual knowledge will have some accuracy
Basic argument evident, with some reference to case study material
Some relevance to set question
Use of examples (8-11 marks)
Offers some evidence from case study material
Offers a partial range of examples from case study and own experience
Offers examples of some relevance to the set question
Use of terminology (4-5 marks)
Some terminology used, although there may be some inaccuracies
Some simple ideas have been expressed in an appropriate context. There are likely to be some errors of spelling, punctuation and grammar of which some may be noticeable and intrusive.
Level 1
Explanation/analysis/argument (0-7 marks)
Shows minimal understanding of the task
Minimal knowledge and understanding of institutional/audience practices – general opinions or assertions predominate
Minimal argument evident, with little reference to case study material
Of minimal relevance to set question or a very brief response
Use of examples (0-7 marks)
Offers minimal use of case study material
Offers a limited range of or inappropriate examples
Offers examples of minimal relevance to set question
Use of terminology (0-3 marks)
Minimal or frequently inaccurate use of appropriate terminology
Some simple ideas have been expressed. There will be some errors of spelling, punctuation and grammar, which will be noticeable and intrusive. Writing may also lack legibility.
E 20-24
D 25-29
C 30-34
B 35-39
A 40-50
Candidates may cover the following material in their responses to the question:
The characteristics of contemporary distribution in the media area they have studied
How distribution is reliant on production and consumption practices
Distribution and marketing strategies, including synergy
How key products/ services are consumed by local, national and/ or global audiences
The significance of distribution in relation to the media area they have studied
Candidates should be given credit for their knowledge and understanding, illustrated through case study material, in any of these areas; there is no requirement that they should all be covered equally. Examiners should also be prepared to allow points, examples and arguments that have not been considered if they are relevant and justified.
Candidates will be assessed on their ability to illustrate patterns of production, distribution, exchange and consumption through relevant case study examples and their own experiences.
Explanation/analysis/argument (20 marks) AO1 Specific
Use of examples (20 marks) AO2 Specific
Use of terminology (10 marks) AO1 Specific
Level 4
Explanation/analysis/argument (16-20 marks)
Shows excellent understanding of the task
Excellent knowledge and understanding of institutional/audience practices – factual knowledge is relevant and accurate
A clear and developed argument, substantiated by detailed reference to case study material
Clearly relevant to set question
Use of examples (16-20 marks)
Offers frequent evidence from case study material – award marks to reflect the range and appropriateness of examples
Offers a full range of detailed examples from case study and own experience
Offers examples which are clearly relevant to the set question
Use of terminology (8-10 marks)
Use of terminology is relevant and accurate
Complex ideas have been expressed clearly and fluently. Sentences and paragraphs, consistently relevant, have been well structured, using appropriate technical terminology. There may be few, if any, errors of spelling, punctuation and grammar.
Level 3
Explanation/analysis/argument (12-15 marks)
Shows proficient understanding of the task
Proficient knowledge and understanding of institutional/audience practices – factual knowledge is mostly accurate
Some developed argument, supported by reference to case study material
Mostly relevant to set question
Use of examples (12-15 marks)
Offers consistent evidence from case study material
Offers a range of examples in some detail from case study and own experience
Offers examples which are mostly relevant to the set question
Use of terminology (6-7 marks)
Use of terminology is mostly accurate
Straightforward ideas have been expressed with some clarity and fluency. Arguments are generally relevant, though may stray from the point of the question. There will be some errors of spelling, punctuation and grammar, but these are unlikely to be intrusive or obscure meaning.
Level 2
Explanation/analysis/argument (8-11 marks)
Shows basic understanding of the task
Basic knowledge and understanding of institutional/audience practices – factual knowledge will have some accuracy
Basic argument evident, with some reference to case study material
Some relevance to set question
Use of examples (8-11 marks)
Offers some evidence from case study material
Offers a partial range of examples from case study and own experience
Offers examples of some relevance to the set question
Use of terminology (4-5 marks)
Some terminology used, although there may be some inaccuracies
Some simple ideas have been expressed in an appropriate context. There are likely to be some errors of spelling, punctuation and grammar of which some may be noticeable and intrusive.
Level 1
Explanation/analysis/argument (0-7 marks)
Shows minimal understanding of the task
Minimal knowledge and understanding of institutional/audience practices – general opinions or assertions predominate
Minimal argument evident, with little reference to case study material
Of minimal relevance to set question or a very brief response
Use of examples (0-7 marks)
Offers minimal use of case study material
Offers a limited range of or inappropriate examples
Offers examples of minimal relevance to set question
Use of terminology (0-3 marks)
Minimal or frequently inaccurate use of appropriate terminology
Some simple ideas have been expressed. There will be some errors of spelling, punctuation and grammar, which will be noticeable and intrusive. Writing may also lack legibility.
E 20-24
D 25-29
C 30-34
B 35-39
A 40-50