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

Code No: 743AD R17

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

MBA III Semester Examinations, April/May-2019

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DIGITAL MARKETING

Time: 3hours Max.Marks:75

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

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

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1. a) What are concepts of digital marketing? Explain. [5]
2. b) What is mobile marketing? Explain about online public relations. [5]
3. c) Explain the need of digital marketing plan. [5]
4. d) Describe the importance of search engine marketing. [5]
5. e) Explain about social networking with Facebook, Google+ and LinkedIn. [5]

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PART - B 5 × 10 Marks = 50

1. a) Describe the need and scope of digital marketing. b) What are digital marketing trends? Explain. [5+5]
   OR
2. a) What are components of digital marketing? Explain. b) Give a comparison of marketing and digital marketing. [5+5]
3. a) Explain about search engine marketing and email marketing. b) What are purchasing characteristics? What are organizational characteristics? [5+5]
   

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   OR
4. a) Discuss about acquisition and retention of new customers. b) Explain about migrating from traditional channels to digital channels. [5+5]
5. What are elements of digital marketing? Explain in detail. [10]
   OR
6. Explain about writing marketing plan and implementing the plan. [10]

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7. a) How online advertising differs from traditional advertising? Explain. b) What are major search engines? What search engines looks for? Explain. [5+5]
   OR
8. a) How effective is B2B online advertising? Explain different payment models. b) How a typical search works? How a search site builds its database and assembles its index? [5+5]
9. Explain the following:
   a) Social location Sharing with Foursquare, Gowalla, and MyTown
   

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   b) Analyzing digital media performance [5+5]
   OR
10. Explain the following:
    a) Social Bookmarking with Digg, Delicious, and StumbleUpon
    b) Analyzing Website performance [5+5]

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