Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2018 Winter 3rs Sem 3539215 Digital Marketing Previous Question Paper
Seat No.: ___________ Enrolment No.___________________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? WINTER 2018
Subject Code: 3539215 Date: 13/12/2018
Subject Name: Digital Marketing
Time: 10:30 AM To 01:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. 1. Definitions
14 Marks
a. Page views
b. Bumper Ads
c. Location extension
d. Mnemonic
e. Hashtags
f. Backlink
g. Bounce rate
Q. 2 (a) Explain with suitable example evolution of digital marketing from traditional marketing.
7 Marks
Q. 2 (b) Mr. Piyush wants to make a display ad of his HR consultancy service business. Suggest types
of display ad that he can use. Also explain digital metrics. 7Marks
OR
Q. 2 (b) Seema wants to create first Google ad campaign of her beauty blog. Explain the process of
creating first Google ad campaign to her. 7 Marks
Q. 3 (a) Explain AdRank and ad auction model and importance of AdRank?
Q. 3 (b) In an ad campaign, between CPC and CPM, how do you evaluate which is the better of the
two. 7 Marks
OR
Q. 3 (a) Explain in detail what is programmatic digital advertising and its players. 7 Marks
Q. 3 (b) An e-commerce site is planning for display advertisement for this New Year. Kindly suggest
the display plan for the same. 7 Marks
Q. 4 (a) Explain in detail process of On-Page optimization in SEO. 7 Marks
Q. 4 (b) A smart watch company wants to do competitive intelligence in terms of web analytics.
Suggests the company methods used for tracking competitive intelligence. 7 Marks
OR
Q. 4 (a) Describe three types of key metrics of web analytics. 7 Marks
Q. 4 (b) Anisha has a blog of recipe where she writes, share and puts video of world-wide cuisines.
Suggest her method of off-page optimization of SEO. 7 Marks
FirstRanker.com - FirstRanker's Choice
Seat No.: ___________ Enrolment No.___________________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? WINTER 2018
Subject Code: 3539215 Date: 13/12/2018
Subject Name: Digital Marketing
Time: 10:30 AM To 01:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. 1. Definitions
14 Marks
a. Page views
b. Bumper Ads
c. Location extension
d. Mnemonic
e. Hashtags
f. Backlink
g. Bounce rate
Q. 2 (a) Explain with suitable example evolution of digital marketing from traditional marketing.
7 Marks
Q. 2 (b) Mr. Piyush wants to make a display ad of his HR consultancy service business. Suggest types
of display ad that he can use. Also explain digital metrics. 7Marks
OR
Q. 2 (b) Seema wants to create first Google ad campaign of her beauty blog. Explain the process of
creating first Google ad campaign to her. 7 Marks
Q. 3 (a) Explain AdRank and ad auction model and importance of AdRank?
Q. 3 (b) In an ad campaign, between CPC and CPM, how do you evaluate which is the better of the
two. 7 Marks
OR
Q. 3 (a) Explain in detail what is programmatic digital advertising and its players. 7 Marks
Q. 3 (b) An e-commerce site is planning for display advertisement for this New Year. Kindly suggest
the display plan for the same. 7 Marks
Q. 4 (a) Explain in detail process of On-Page optimization in SEO. 7 Marks
Q. 4 (b) A smart watch company wants to do competitive intelligence in terms of web analytics.
Suggests the company methods used for tracking competitive intelligence. 7 Marks
OR
Q. 4 (a) Describe three types of key metrics of web analytics. 7 Marks
Q. 4 (b) Anisha has a blog of recipe where she writes, share and puts video of world-wide cuisines.
Suggest her method of off-page optimization of SEO. 7 Marks
Q. 5 Case Study:
BillBachao is an India-based company that helps people find the most suitable mobile plans
for their needs. Through studying user?s usage patterns and applying big data analytics, the
app aims to save money for 70%+ of people in India who overpay for their telecom services.
Activities already done by the company:
? BillBachao wanted to reach target audience in money-conscious 16-25 year olds in
India
? Used keyword targeting to reach high-intent audiences looking for phone plans
? Also used geo-targeting to ensure they showed campaigns only to users in areas
where they operate
? BillBachao saw a 56% growth in app installs during campaign
The challenge
BillBachao uses social media to share promotions, tap into relevant conversations, and
engage with customers. To increase downloads of their mobile app, the BillBachao team
partnered with the agency @befoxy to create an app installs or engagements campaign.
BillBachao?s target audience is money-conscious 16-25 year olds and mobile savvy college
students in India.
a. What methods of targeting did BillBachao? What are the other methods of targeting that
BillBachao must adopt. 7Marks
b. Which are different social media tools? Which social media tool will be most suitable to
BillBachao. 7 Marks
OR
a. How is twitter analytics different from facebook analytics? How will it help BillBachao.
7 Marks
b. What are different types of keywords? Which type of keywords should BillBachao should
use. 7 Marks
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This post was last modified on 19 February 2020