Final Exam Marketing Communication

Monday 7 Juni 2021

Time: 14.00 – 17.00

Ch 10.

1. Why are standards necessary to control the process of updating a website? Give three examples
of different aspects of a website that need to be controlled.
2. Measurement of websites concerns the recording of key events involving customers using a
website. Briefly explain five different types of event.
3. Describe and briefly explain the purpose of the different stages involved in updating an existing
document on a commercial website.
4. Outline different types of measures for reviewing the effectiveness of social media marketing.
5. You have been appointed manager of a website and have been asked to develop a metrics
programme. Briefly explain the steps you would take to develop this programme
6. The first version of a website for a financial services company has been live for a year. Originally
it was developed by a team of two people, and was effectively ‘brochureware’. The second
version of the site is intended to contain more detailed information, and will involve
contributions from ten different product areas. You have been asked to define a procedure for
controlling updates to the site. Write a document detailing the update procedure, which also
explains the reasons for each control.