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2010

JUNE EXAMINATION PERIOD

Module Code: IDMC Module Title: Internet and Digital


Marketing Communications

Programme(s): MSc Marketing

Student ID:

Exam Date: 30 June 2010

Exam Duration: 3 hours

No. of Pages (including cover sheet): 3

ALLOWABLE MATERIALS

Open Book Examination


Non-programmable calculator permitted

INSTRUCTIONS TO CANDIDATES

1. Part A: ALL questions are compulsory


Part B: Answer any TWO questions out of FOUR

2. Marks for each question are given in brackets

3. This exam is worth 20% of the final marks for this module
You are required to achieve a minimum of 40% in this examination to pass the module.

4. All answers must be written in the answer booklet provided

This paper MUST NOT BE REMOVED from the examination venue


PART A: Answer ALL questions

Question 1

Imagine you are a family-owned specialist vineyard in Chile. You have been selling your wine
in Europe through an importer-distributor situated in the UK. However, you have no control
over the volume or final pricing or the channels used on the European Continent. You have
heard from friends and relatives about the benefits of the Internet and the World Wide Web
and are keen to gain the global access offered through selling electronically.

Discuss the pros and cons of this strategy and end with a recommendation of the stages of
transition to selling directly into Europe using the Internet. The recommendations should
cover strategic, marketing as well as logistic and distribution issues. Environmental
implications should not be overlooked.
(30 marks)
Question 2

From the attached table, it would seem that the common business marketing theme flowing
through for both 2008 and 2009 was e-commerce.

Top US marketing trends (1998 and 1999)

Top marketing trends (2008) Top marketing trends (2009)


1 On-line customization Integrated marketing communications
2 Electronic commerce Maturing e-commerce
3 Web-design maturation Increased web-marketing savvy
4 Globalisation Corporate branding efforts
5 Loyalty marketing Trade press brand extensions
6 Database integration Return on investment
7 Consumerisation Data mining
8 Emotion in advertising Enterprise relationship automation
9 Shifting research trends Direct marketing emphasis
10 Brand emphasis Greater trade show accountability

Adapted by O’Connor & Galvin (2009), originally from “Business Marketing (1 January
2009)

i. Discuss the role of information and communication technology (ICT) in the rise of e-
commerce and e-marketing.

ii. Critically assess some of the new technologies being brought out at the moment and
evaluate their potential impact on e-commerce.
(20 marks)
(Total: 50 marks)

UoW/LSBF June 2010 Exam


IDMC/MSc Marketing/Level 7 Page 2 of 3
PART B: Answer any TWO questions out of FOUR

Question 3
As a brand manager for a online music distribution business you have been set a
marketing objective to increase marketing share by adopting a market penetration
strategy.
i. Summarise the macro-environment variables a company needs to monitor when
operating an e-commerce site. (15 marks)
ii. Explain the purpose of environmental scanning in an e-commerce context.
(10 marks)

Question 4
You are an e-marketing Consultant and have been asked to undertake a marketing audit
for a distance learning educational institution looking to create a long term e-marketing
strategy for the various programs that it runs.
i. Discuss the frequency with which an Internet marketing strategy should be updated
for a company to remain competitive. (10 marks)
ii. ‘Setting long-term strategic objectives for a website is unrealistic since the rate of
change in the marketplace is so rapid’. Discuss. (15 marks)

Question 5
An ex colleague has decided to start their own marketing consultation firm and has asked
you for advice on whether a website is really necessary as most services will be delivered
face to face.
i. Evaluating and discuss the business benefits of a website, which factors are likely
to be common to most companies? (15 marks)
ii. Describe different stages in the sophistication of development of a web site, giving
examples of the services provided at each stage. (10 marks)

Question 6
You work for a business to business organisation of your choice and you have been asked
to do a feasibility analysis for the company’s website and online marketing campaign.
i. Discuss the extent to which B2B e-marketplaces are fundamentally different to
traditional offline markets. (15 marks)
ii. Critically discuss the most cost effective options for the organisation to market its
services online. (10 marks)

UoW/LSBF June 2010 Exam


IDMC/MSc Marketing/Level 7 Page 3 of 3