Describe one capital expenditure and one revenue expenditure for MSS (lines 16–17).

Explain a suitable promotional mix that MSS might use to attract new students.

Capital expenditure could include: buildings, computers, books, equipment. Revenue expenditure could include: wages, materials, electricity, marketing, etc.

Pens, paper and other consumables are revenue expenditure even if bought in bulk.

Accept any other reasonable expenditures.

For each capital expenditure: Award [1] for identifying the expenditure and [1] for relevant application to MSS.

For each revenue expenditure: Award [1] for identifying the expenditure and [1] for relevant application to MSS.

Relevant context:

• MSS is a charity so has a limited promotion budget
• the school is in a remote area, which has an impact on the choice
• ethical considerations
• USP considerations
• suitable methods
• is the promotion for the local area or in the cities? The outcome might be different for each.

Above the line methods:

• advertising, but where?

Below the line:

• sales promotion. How? Two for the price of one might apply to siblings.
• public relations. For a small school? Where?
• exhibitions, etc. But the school is remote.
• word of mouth. Probably the most likely in a remote location.
• can also include social media in below the line.

Remember: This question is about a “mix” of promotional activities and therefore needs more than one promotional activity.

Accept any other reasonable explanation.

Analysis should come from explaining how the methods can achieve the objective.

Award a maximum of [3] for a theoretical answer.

Award a maximum of [4] if the explanation is limited to only one promotional activity in context.

Award a maximum of [5] if the answer is purely descriptive but in context.

A judgement/recommendation is not needed for [6].