NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Digital Marketing
Internal Assignment Applicable for December 2022 Examination

Assignment Marks: 30

Instructions:

 All Questions carry equal marks.

 All Questions are compulsory
 All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrations as far as possible.
 All answers to be written individually. Discussion and group work is not advisable.
 Students are free to refer to any books/reference material/website/internet for attempting
their assignments, but are not allowed to copy the matter as it is from the source of
reference.

 Students should write the assignment in their own words. Copying of assignments from
other students is not allowed.

 Students should follow the following parameter for answering the assignment questions.

For Theoretical Answer For Numerical Answer

Assessment Parameter Weightage Assessment Parameter Weightage
Introduction 20% Understanding and usage 20%
Concepts and Application 60% of the formula
related to the question Procedure / Steps 60%
Conclusion 20% Correct Answer & 20%
Interpretation

1. A fashion retailer plans to use social media as an important marketing tool for increasing
customer engagement and building brand loyalty. What will be a good social media
strategy and how can the fashion retailer make an effective use of social media for
increasing customer engagement and brand loyalty (10 Marks)
 NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Digital Marketing
Internal Assignment Applicable for December 2022 Examination

2. Do you think that content plays a pivotal role in all aspects of digital marketing? Explain
how Red Bull has adopted content marketing as an important component of their brand
communication strategy? (10 Marks)

3. a. Do you consider search engine marketing done either through paid advertising or search
engine optimization a very good digital tool for customer acquisition? Elaborate your
answer with examples. (5 Marks)

3. b. An online advertiser would ideally want keywords that have low bid amount, low
completion and high traffic. However, high traffic keywords attract more bidders. How
can the online advertiser attain a trade-off between cost and traffic? (5 Marks)

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