Download JNTU-Hyderabad MBA 3rd Sem R15 2019 Dec E743AD Digital Marketing Question Paper

Code No: E743AD

R15

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]

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

PART - B

5 × 10 Marks = 50

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1. What are the advantages and disadvantages of e-mail marketing, content marketing, blog marketing and campaign marketing? [10]

   OR

2. 1. Explain Digital Marketing strategies. [5+5]
   2. Explain how to integrate offline and online marketing.

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3. 1. 'E-mail marketing strategies are not effectively used by firms' - Discuss.
   2. What is web analytics and how it contributes to digital marketing? Explain. [5+5]

   OR

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4. 1. Explain search advertising and how it is different from display advertising.
   2. Mr. Anil wants to make a display advertisement of his HR consultancy service business. Suggest types of display advertisement that he can use. [5+5]

5. Many experts agree that mobile marketing will become the dominant type of internet marketing. Briefly explain five strategic drivers of mobile marketing. [10]

   OR

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6. 1. Describe a social media advertising plan for an e-commerce portal.
   2. If your brand has a Facebook page would you prefer more likes and follows or engagement? State the reasons for your answer. [5+5]
7. 1. Distinguish between SEO and SEM.

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   2. Explain the following terms:-
      1. CPM: Cost per Mille (Thousand)
      2. CTR: Click-Through Rate
      3. CPA: Cost per Acquisition
      4. CPC: Cost per Click
      [2+8]

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   OR

8. 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]

9. 1. Explain some of the ways to generate traffic on a website

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   2. Explain ways to attract and retain customers by using social media. [5+5]

   OR

10. 1. What is digital media analytics and why it is important?
    2. How do you analyze a digital marketing strategy? [5+5]

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