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Code No: E743AD

R15

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JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD
MBA III Semester Examinations, April/May-2019
DIGITAL MARKETING

Time: 3hours

Max.Marks:75

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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

1. a) What are concepts of digital marketing? Explain. [5]
   b) What is mobile marketing? Explain about online public relations. [5]
   c) Explain the need of digital marketing plan. [5]
   

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   d) Describe the importance of search engine marketing. [5]
   e) Explain about social networking with Facebook, Google+ and LinkedIn. [5]

PART - B

5 × 10 Marks = 50

2. a) Describe the need and scope of digital marketing.
   b) What are digital marketing trends? Explain. [5+5]
   

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   OR
3. a) What are components of digital marketing? Explain.
   b) Give a comparison of marketing and digital marketing. [5+5]
4. a) How online advertising differs from traditional advertising? Explain.
   b) What are major search engines? What search engines looks for? Explain. [5+5]
   

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   OR
5. Explain about search engine marketing and email marketing. [10]
6. What are elements of writing Sital ma Explain in detail. [10]
   OR
7. Explain about plan and implementing the plan. [10]

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8. a) What are purchasing characteristics? What are organizational characteristics?
   b) Discuss about acquisition and retention of new customers. [5+5]
   OR
9. 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]

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10. Explain the following:
    a) Social location Sharing with Foursquare, Gowalla, and MyTown
    b) Analyzing digital media performance [5+5]
    OR
11. Explain the following:
    

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    a) Social Bookmarking with Digg, Delicious, and StumbleUpon
    b) Analyzing Website performance [5+5]

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