Dr.

Rik Paul
ASSOCIATE PROFESSOR  HEAD – PG PROGRAMS  SCHOOL OF MANAGEMENT
BML MUNJAL University, KM 67 Milestone, NH-8, Gurgaon 122314, Haryana, India
(+91) 80-0893-007 l rik.paul.iimt@gmail.com l in.linkedin.com/in/rikpaul l www.rikpaul.com

“Good better best, never let it rest, until your good is better and your better is best”

Digital Marketing End Semester Exam_________________________

Exam Instructions

1. Although the exam is open resource in nature, it will have an everlasting impact on you. Do complete it by
th
19 April, 2020 (EOD) and send in your answer scripts directly to rik.paul.iimt@gmail.com as a pdf document.

2. If you have missed the classes or have not prepared, don’t waste your time and try not to cry, instead pray to God.

3. Do not unnecessarily call your classmates, they may also not know the answer, moreover, ongoing end semester
exam is not a good time for networking.

4. It is natural to feel that many are performing better than you in the exam, do not try and validate that feeling
by asking others to mail you their answer scripts.

5. Exams are like exes. Try to get over it as soon as possible.

Question 1 (15 Marks)

Your friend Nishant is a budding musician (Rock Star) and has formed a band named “Zest.” He has conducted
several shows in Pune and Bangalore with audience size ranging from 1000-1500. He is now conducting even a bigger
show (venue capacity 2500) at N-Convention located in Hi-Tec City, Hyderabad. The show is planned for 2 months
from now. The show passes are priced at Rs. 2000 per couple (with two beers free per person). There is also a
provision to give a discount of up to Rs. 500 for corporate and early bookings. Nishant understands that you have
completed your MBA and have sound knowledge of running Google AdWords campaigns. He has approached you to
roll out a Google AdWords Campaign and has agreed to pay Rs. 150 for every pass sold totally attributable to your
campaign. He believes around 1000 seats can be filled directly through AdWords based online campaign. He has high
hopes from you and feels he will be able to get these bookings through your marketing efforts. Nishant has also
provided the following details: Zest has a YouTube channel with more than 50 videos and around 550 subscribers.
Zest has an active Facebook page with more than 5000 likes. Zest also has a 2-year-old website named
www.zestband.in with more than 5000 unique visitors monthly.

You are required to create a Google AdWords campaign for Zest. Provide screenshots wherever possible.
Do ensure that you focus on the following areas:

(A) Campaign type

(B) Location (inclusion and exclusion)
(C) Ad groups and type of ads
(D) Bidding strategy and bid amount
(E) Placement ideas
(F) Audience: affinity and in-market
(G) Ad delivery
(H) Ad scheduling
(I) Ad extensions (if any)
(J) Conversion Settings
 Question 2 (25 Marks)

An online travel portal has been investing in a multi-channel acquisition strategy - Direct, Organic, Paid (Social,
Search, Display) and Email. Its brand is relatively unknown, and the market has 2-3 competitors with strong brand
presence. Assume boundary conditions as necessary. As a manager, how would you decide on future budgets
for each channel using the data in the file provided.

You can set your objectives based on:

a) Creating Awareness

b) Sales Generation

c) Return on Investment

Specify the objective(s) you choose and why? You may choose 1 or multiple from the list above but
provide an explanation for your choice.

In order to fix the budget, you should be looking at return on investment – to calculate that, assume Average cost per
visit as below and Gross Margin on Sales as 30%. Assume also that average sales value is Rs 18,400 per sale.

i. CPC – Rs.125 per Visit

ii. Direct – Rs.8 per Visit
iii. Organic – Rs. 12 per Visit
iv. Email – Rs.40 per Visit
v. Referral – Rs. 60 Per Visit