Download GTU (Gujarat Technological University) MBA 2019 Winter 3rd Sem DIGITAL MARKETING 1539342 Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (IB) ? SEMESTER III ? EXAMINATION ? WINTER 2019
Subject Code: Digital Marketing Date:04/12/2019
Subject Name:1539342
Time: 10:30 Am to 1:30 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
(a) 8?ps of E- marketing mix
(b) Behavioral targeting
(c) Really Simple Syndication
(d) Blog
(e) Google adwords
(f) Organic Search
(g) Paid media
14
Q.2 (a) People are aware of Digital platform but for business digital
engagement is required more than awareness. explain
07
(b) How has web 2.0 provided companies with the opportunity of
customer advocacy? Discuss with examples
07
OR
(b)
Compare the online marketing mix of myntra.com using the traditional
media to complement the online marketing mix.
07
Q.3 (a) ?A marketer should focus on sustainable, long-term ranking rather
than search engine manipulation tactics.? ? Elaborate.
07
(b) Discuss various keyword match types that can be used by advertisers
while designing their PPC campaign and their impact on
performance of the campaign?
07
OR
Q.3 (a) What is a Search Query Report? Explain its importance in improving
the performance of an PPC campaign with suitable example
07
(b) Explain E-mail Marketing Campaign Process and Data Capturing
Methods
07
Q.4 (a)
Explain the procedure of building relationships with different stake
holders online
07
(b) How to use blogs? Discuss
07
OR
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Page 1 of 2
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (IB) ? SEMESTER III ? EXAMINATION ? WINTER 2019
Subject Code: Digital Marketing Date:04/12/2019
Subject Name:1539342
Time: 10:30 Am to 1:30 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
(a) 8?ps of E- marketing mix
(b) Behavioral targeting
(c) Really Simple Syndication
(d) Blog
(e) Google adwords
(f) Organic Search
(g) Paid media
14
Q.2 (a) People are aware of Digital platform but for business digital
engagement is required more than awareness. explain
07
(b) How has web 2.0 provided companies with the opportunity of
customer advocacy? Discuss with examples
07
OR
(b)
Compare the online marketing mix of myntra.com using the traditional
media to complement the online marketing mix.
07
Q.3 (a) ?A marketer should focus on sustainable, long-term ranking rather
than search engine manipulation tactics.? ? Elaborate.
07
(b) Discuss various keyword match types that can be used by advertisers
while designing their PPC campaign and their impact on
performance of the campaign?
07
OR
Q.3 (a) What is a Search Query Report? Explain its importance in improving
the performance of an PPC campaign with suitable example
07
(b) Explain E-mail Marketing Campaign Process and Data Capturing
Methods
07
Q.4 (a)
Explain the procedure of building relationships with different stake
holders online
07
(b) How to use blogs? Discuss
07
OR
Page 2 of 2
Q.4 (a) Discuss the impact of content in digital marketing. 07
(b) What is social bookmarking? Discuss social Marketing on Digg. 07
Q.5
Case Study
Baby Direct ? Online Retailer of Baby Products in India
Baby Direct is a leading professional online store in India, and
proudly Indian owned and operated business. It provides largest
selections of unique and high quality baby products from top
manufacture like nursery furniture, change tables, baby monitor,
stroller, Prams, etc. The existing market is highly competitive with
total matching search results pages numbering 14 - 50 million in
Google alone for all terms in the initial organic SEO campaign.
Competitors include numerous strong sites like ?babyco.com.au?,
?babybunting.com.au?, ?babytrain.com.au? and others with many
years of site age and a wide range of inbound links. This leading
online store in India was losing online market share, and they got in
touch with your employer (an SEO consultant) for web strategy and
a complete, full-spectrum SEO campaign. The client?s goal was to
get on top for the major keywords and utilize organic search (SEO)
to increase lead volume and market share.
(a) Develop list of important keywords for the company for SEO.
Explain how it will help the client achieve its goal.
07
(b) Do you think is digital platform is appropriate for such product
line? Explain.
07
OR
Q.5 (a) Discuss the steps/strategies would you suggest to the client for the
stated objectives.
07
(b)
Why organic search is more important for marketer than inorganic
search?
07
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This post was last modified on 19 February 2020