Registration No.
:__________________
PNR No:: DEM507520
COURSE CODE : DEMKT804
COURSE NAME : FOUNDATION OF DIGITAL MARKETING
Time Allowed: 03:00 hrs Max.Marks: 80
1. This question paper is divided into two parts A and B.
2. Answer all the questions in serial order.
3. Part A contains 10 questions of 2 marks each. All questions are compulsory.
4. Part B contains 10 questions (Questions 2 to 11) of 10 marks each, attempt any 06 questions out of 10.
Attempt all parts of the selected question. Only first 06 attempted questions would be evaluated.
5. The student is required to attempt the question paper in English medium only.
6. Simple non programmable calculator is allowed.
PART A
Q1(a) Discuss two emerging technologies in the field of digital marketing.
(b) Define the term "content marketing" and its significance in digital strategies.
(c) What is the significance of a customer-centric attitude in digital marketing
(d) Define the term "educational content" and its role in content marketing strategies.
(e) Explain one objective of conducting a content audit in the context of social communities.
(f) What is Quality Score in Google AdWords.
(g) Compare functionalities of Instagram and Facebook in the context of marketing purposes.
(h) What is the significance of mobile analytics in mobile marketing?
(i) Explain the significance of click-through rate (CTR) in analyzing display ad performance.
(j) Explain the significance of competitor analysis in the activities of strategic planning.
PART B
Q2 Discuss the various formats of digital display ads and their suitability for different campaign
objectives.
Q3 Discuss the challenges companies face in transitioning from traditional to digital marketing and
strategies for successful adoption.
Q4 Discuss how resilience can be a valuable trait for digital marketers facing challenges and
setbacks.
Q5 Explore the role of segmentation in automated email marketing workflows for personalized
communication.
Q6 Explore how social media marketing contributes to brand awareness, customer engagement
and customer loyalty through brand advocacy.
Q7 Explore the advantages and challenges of video content marketing in the digital landscape.
Q8 Analyze how setting specific, measurable, achievable, relevant, and time-bound (SMART)
goals contributes to the success of a social media marketing strategy.
Q9 Discuss the role of market analysis in the initial stages of strategic planning for digital
marketing.
Q10 Analyze the effectiveness of personalized email campaigns in driving customer engagement
and conversion in digital marketing. Discuss essential components of email campaign also.
Q11 Explore the ethical considerations and potential consequences of using black hat SEO
techniques.
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