Download BU (Bangalore University) MBA 4th Semester 2017 July Digital Marketing Question Paper

Download BU (Bangalore University) MBA (Master of Business Administration) 4th Semester 2017 July Digital Marketing Question Paper

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IV Semester M.B.A. Degree Examination, July 2017
i . . (CBCS)
MANAGEMENT
4.3.3 : Digital Marketing
Time : 3 Hours Max. Marks : 70
Instruction : Answerall the Sections.
SECTION ? A
Answerany five of the following questions, each question carriesfive marks. (5x5=25)
1. Discuss the common e-commerce models with their uses.
2. Explain the importance of digital Environment in Competitive Business Scenario.
3. How do you integrate online and offline marketing strategies ? Explain.
4. Explain the methods and importance of online pricing models.
Discuss the methods of consumer engagement with suitable examples.
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6. Explain the importance of social media for product promotion.
7. What is SEM ? Distinguish between paid and natural search.
SECTION ? B
Answerany three of the following questions, each question carries ten marks. (10x3=30)
8. Explain the evolution of the Indian Banking Industry upto the stage of mobile *
banking. "
9. What is online reputation management ? How do you manage online reputation ?
Explain its tools and strategies.
10. How do you analyse the post internet consumer behaviour ? Explain with suitable
examples.
11. Explain the process and methodology of search engine optimisation of Google
Vs Yahoo.
P.T.O.

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SECTION?C
12. Case study (Compulsory) : (1'5x1=15)
FevikwikTodo Nahi Jodo '
With all the great campaigns that were made in the last three years, this is a
personal favorite and has Top Of the Mind (TOM) recall. The ad was released
during ICC World Cup 2015 weeks before India We Pakistan match. The ad
showcases two soldiers representing both the nations at the Wagah border for
the ?Beating Retreat? ceremony, until something unexpected happens. During the
act the Indian soldier notices that his Pakistani counterpart has some problem
with his shoe sole. To save his counterpart from embarrassment the Indian
soldier uses Fevikwik on his sole and makes it perfect again. The ad was aired
during World Cup 2015 when the sentiments were at an all-time high to support
India. After the ad was uploaded on Fewikwik?s YouTube channel it crossed a
viewership of 9,50,000 views ! The brand promoted the ad with hashtag# Todo
Nahi Jodo.
Questions :
1) What are the lessons learnt from the caselet ?
2) Give the SWOT analysis of the case.
3) Prepare new idea to market a hatchback car in the Similar way.