考生速看~APM技巧——答题时需要注意的关键方面

The verb used: APM mainly focuses on the higher level verbs in Bloom’s taxonomy – eg evaluate, assess, advise…（问题里的动词很重要)

To illustrate the importance of the verb let us look at evaluate. To ‘evaluate’ means to judge or determine the value, worth or quality of an object. If that object （动词后面那个宾语 object 也很重要）is the performance of a company, then the answer can be expected to be descriptive but based on numerical measures (such as profit, present value or EVA). But if that object is a performance system, or a costing method, or a remuneration package, or a performance management model, then a candidate is expected to weigh up the advantages and disadvantages of that method – possibly in comparison to other appropriate ways of doing things. It should also be noted that weighing up（权衡）the advantages and disadvantages means more than simply listing them – it requires a final application of judgment as to what is appropriate in the given scenario. NOTE: (When the verb ‘assess’ is used, it is a very similar exercise in most circumstances).（动词 evaluate 和 assess 经常使用，理解这两个动词的丰富内容)

If an opinion/recommendation is sought:

Any offer of opinion or recommendation should be justified in the context of the scenario. Support your recommendation/advice with key information and try not to sit of the fence.（碰到 recommend 这个动词时， 要注意证明这个建议，而不是简单的给建议，利用案例 的信息去证明，必要的时候要自己整理信息，比如做个 NPV analysis，证明某个投资建议）

Use of model, method, system, data:

If a requirement asks you to use a certain model, method, system or source of data then your answer should reflect that. Following the instruction will give you the approach you should take to your answer. Marks are available for appropriate use of the model, method etc.（用下面的案例说明 reflect 怎么做）

Example:

(1) March/June 2018 Sample Questions, Question 4

Required:

(a) Using Argenti’s A Score model, evaluate whether LP is at risk of corporate failure. 

(b) Advise LP what performance management systems are needed in order to improve performance in respect of each of the mistakes and symptoms you have identified in part (a).

(c) Evaluate the usefulness of using qualitative models such as the Argenti A Score in predicting corporate failure.

(2) September/December 2016 Sample Questions Q1

(i) Assess the problems of using a balanced scorecard at Monza. This requirement is not asking for a description of the balanced scorecard or its benefits. It is very specifically asking for the problems of using this method at the company in the scenario. This means that any discussion of the limitations of the balanced scorecard model should be made in the context of the company. Generic comments about problems of this model would not score highly; the examining team want you to explain why these problems are relevant in this scenario.（很多同学往往背诵上 model 的 problems，但是考官要求说明，为什么这些 problems 是这个案例的 problems，要把这些 problems 怎么样会 在案例公司产生的来龙去脉说清楚，让看你答案的人信 服， “嗯，确实像你说的，这些 problems 会在我公司 存在”）

(3) September/December 2017 Sample Questions Q3

(c)Justify one performance measure for each of the components of the value for money framework used at TRH and, using that measure evaluate whether TRH is delivering value for money.

Here candidates were expected to use the 3E’s framework to structure their answer (the framework was given in the scenario). Under each heading in the framework the examining team expected to see a justification for the performance measure chosen for the ‘E’, then a calculation of the said measure (there was limited numerical information available in an appendix in the question) and then an assessment of the result of that measure as to whether it indicated whether TRH was delivering value for money. A discussion of value for money and how it is measured generally would not have scored highly here. In addition, not using the framework would have limited the marks available as the requirement clearly asked for it.（这道题目就是典型的动词理解错误，对于答案 的影响，决定了是得很多分还是不得分，当然对于动词 的理解还包括动词的对象 object 的认知正确）

(4) March/June 2017 Sample Questions Q4

(b) Recommend, using appropriate calculations, whether the manager of Export division should receive her bonus for the year.

This is a good example of requirement which asked candidates to make a recommendation and as you can see asked for supporting facts through the use of appropriate calculations.

Finally, I want to mention two other small points:（其 他注意点）

While I would encourage you to demonstrate a professional approach to presentation, you only need to do report headings where there are professional marks and a report has been specifically requested. The exam is time-limited, as are the professional marks, and you cannot be awarded professional marks that are not noted in the original question requirement. Please note however, this does not mean that a logical, structured answer is not required.

There is a common misconception – evident from thousands of candidate answers – that financial performance indicators are always being manipulated and non-financial performance indicators are less open to manipulation. Stop and think about what this implies: (a) that the people that prepare financial reports are generally unethical; and (b) that the controls over financial information systems are less severe than non-financial information systems. Your studies so far of professional ethics and the controls surrounding financial reporting systems should immediately indicate that these implications are false. 

However, you would be correct to state that there is a danger of manipulation and that this is exacerbated by inappropriate reward systems (a ‘bonus culture’). （人性在绩效考核指标下会扭曲的，这个世界没那么美 好，永远要思考绩效指标对人的影响，考官总喜欢问这 样方面的问题）

I hope that these comments will be helpful to you in your preparation for the APM exam.

Written by a member of the Advanced Performance Management examining