Download JNTU-Hyderabad MBA 3rd Sem R17 2019 Dec 743AD Digital Marketing Question Paper

Code No: 743AD

R17

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

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MBA III Semester Examinations, December - 2019

DIGITAL MARKETING

Time: 3hours

Max.Marks:75

Note: This question paper contains two parts A and B.

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Part A is compulsory which carries 25 marks. Answer all questions in Part A. Part B consists of 5 Units. Answer any one full question from each unit. Each question carries 10 marks and may have a, b, c as sub questions.

PART - A 5×5 Marks = 25

1. a) Explain with examples evolution of digital marketing from traditional marketing. [5]
2. b) Explain the scope, importance and advantages of digital marketing. [5]
3. c) How do you track digital marketing? [5]

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4. d) What do you understand by On-Page and Off-Page Optimization? [5]
5. e) What are some common social media marketing mistakes business make? [5]

PART - B 5 × 10 Marks = 50

2. Explain Digital Marketing strategies. [10]

   OR

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3. a) Explain how to integrate offline and online strategies. [5+5]
4. b) 'E-mail marketing effectively used by firms' - Discuss.
5. a) What are the advantages and disadvantages of e-mail marketing, content marketing, blog marketing and campaign marketing? [5+5]
6. b) What is web analytics and how it contributes to digital marketing? Explain.

OR

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7. a) Explain search advertising and how it is different from display advertising. [5+5]
8. b) Mr. Anil wants to make a display advertisement of his HR consultancy service business. Suggest types of display advertisement that he can use.
9. Many experts agree that mobile marketing will become the dominant type of internet marketing. Briefly explain five strategic drivers of mobile marketing. [10]

   OR

10. a) Describe a social media advertising plan for an e-commerce portal. [5+5]

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11. b) If your brand has a Facebook page would you prefer more likes and follows or engagement? State the reasons for your answer.
12. a) Distinguish between SEO and SEM. [2+8]
13. b) Explain the following terms:-
    1. i) CPM: Cost per Mille (Thousand)
    2. ii) CTR: Click-Through Rate
    3. iii) CPA: Cost per Acquisition

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    4. iv) CPC: Cost per Click

OR

14. Anisha has a blog of recipe where she writes, share and puts video of world-wide cuisines. Suggest her method of offpage optimization of SEO with reasoning. [10]
15. a) Explain some of the ways to generate traffic on a website [5+5]

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16. b) Explain ways to attract and retain customers by using social media.

OR

17. a) What is digital media analytics and why it is important? [5+5]
18. b) How do you analyze a digital marketing strategy?

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