Reg. No. : Question Paper Code : 30020 M.B.A. DEGREE EXAMINATIONS, NOVEMBER/DECEMBER 2022 Elective BA 4014 - DIGITAL MARKETING (Regulations 2021) ‘Time : Three hours Maximum : 100 marks Answer ALL questions. PART A — (10 x 2= 20 marks) 1. _ List any two types of Digital Marketing. 2. Define SEO. 3. _ List any two keywords in Digital marketing. 4. What are on-page and off-page optimization? 5. What can be the ideal approach for effective PPC campaigns? 6. Whats the difference between SEO and SEM? 7. How should companies measure Social Media Marketing Success? 8. How can you use social media for marketing? 9. How can you drive digital traffic to our site immediately? 10. Do you think Digital Marketing will replace traditional marketing practices in the near future? PART B — (6 x 13 = 65 marks) 11. (a) Determine the steps digital marketing strategy formulation. Or (b) Explain the Steps to Build A Brand with Digital Marketing.12. 13. 14, 15. 16. (@) () @) () (a) () () (b) (@) What are the steps in Creating an Effective SEO Strategy? Explain, Or Explain SEO, SEM AND PPC advertising with examples. What is Email Marketing? Explain the types of Email Marketing. Or Explain the steps to create an email marketing campaign. What is social media marketing? Explain its pros and cons and its types. Or Explain the steps in creating a Social Media Marketing Strategy. What is a Digital Transformation framework? Discuss the key elements of Digital Transformation framework in detail. Or What is Email Analytics? Explain different metrics to measure performance of email analytics. PART C — (1 x 15 = 15 marks) Flipkart — Amazon of India E-commerce transactions in India are gaining popularity at the very fast Pace majorly due to its attributes of ease of shopping, good discounts, social media integration, cash on delivery mode of payment ete. the industry is all set to grow and beat the records considering the recent show of strength of several B-commerce companies of India Inc in their capability to raise funds as well. Flipkart — one of the leading Indian E-commerce companies headquartered in Bangalore, Karnataka. The overall brand value of FLIPKART is good, but it is facing tough competition from its global as well as local competitors. But in India, it is the most superior B-business portal which is aggressively expanding and planting its roots deep into the Indian market and at the same time shifting the mindset of the people i.e. from going and shopping from physical stores to online stores, which is enormous. @ Discuss the initial challenges faced by Flipkart Gi) How Flipkart succeeded in Building the Trust of Online customers? (ii) How can Social media be used to increase the market share of the Brand? Or 30020(b) KNORR Knorr has been making cooking easy and stock pots are available in'net Annual sales over §3 billion biggest-selling brand. In Poland, Bulionetka; a stock used Since 1838. Its ready-made sauces ly 90 countries worldwide and with is parent company Unilever's Knorr’s best-known product is © Knorr approached you to prepare a suitable and multi-channel digital marketing plan to attract the younger audience to ita products. Gi) Prepare a digital ad to promote Knorr products and services in social media of your choice. Justify your choice of social media. 3 30020Reg. No. : [ | Question Paper Code 10135 M.B.A. DEGREE EXAMINATIONS, APRIL/MAY 2023. Elective BA 4014 — DIGITAL MARKETING (Regulations 2021) Maximum : 100 marks Time : Three hours 7 ew 10. 1 Answer ALL questions PART A — (10 x 2 = 20 marks) Define Digital Marketing. Describe Content Marketing. State the concept of keyword strategy Explain PPC Advertising. Define Email Automation. Give examples of Mobile Commerce. Describe Engagement Marketing. Explain influencer Marketing. Deseribe the concept of Web Analytics Explain affiliate marketing. PART B— (5 x 13 = 65 marks) (a) Determine how Digital Marketing is useful in various organizations. Or (b) Analyze the environmental factors that influence digital marketing. (a) Elaborate on SEO and its application in digital marketing. Or (b) Describe the process of Search Engine Marketing.13, 14, 15. 16. is il (a) Summarize the objectives of Email Marketing? Discuss the Emai Marketing practices. Or (b) Explain the different strategies in Mobilo Marketing. (a) Llustrate the practice of leveraging Social media for brand conversation and buzz. Or (®) Assess as to how efficiently does Building customer relationships helps business? (a) Identify the importance of digital marketing analytics and its application in Digital Marketing. Or (b) Determine the recent trends in Digital Marketing. PART C — (1x 15 = 15 marks) Social media has changed all the traditional notions of marketing across all industries. The Indian Luxury Hotels segment is not far behind, still in its nascent stage on social media but nonetheless they have upscale their marketing efforts. This campaign was two conducted in Mumbai’ Hotel Trident at BKC;the life span of this campaign was two days beginning from 29th March 2014 -30! march 2014. They invited 3 social media influencers to participate in this campaign, where they had to spend the two days in the hotel using Twitter (Mainly) & Instagram to availall the facilities of the hotel using the hashtag#TidentsocialHotel and by attaching their Twitter handle as well. ‘There were two quick activities around this campaign #Tweesurehunt and #Instachallenge. In the #Tweesurehunt task they were given clues, the answers where in the hotel itself they needed to reach each destination in order to unlock the next clue. In the #Instachallenge, they were tweeted the clues and needed to click pictures (@) — the and post them. They even ran a contest simultaneously on their twitter handle on 30th March 2014 which was open to all; they had to answer ten questions correctly (After deciphering the images) by using their twitter handle and with the #Trident SocialHotel. And the winner stood a chance to win a free night stay at the Trident BKC hotel. This led to a lot of participation, increased engagement and increase in the number of followers as well. Questions: @ _ ifyow have been selected for this campaign which platform of social media you will be utilized and why? (i) Discuss the various campaign run by ‘Trident hotel on social media, Give your opinion about their effectiveness, : Or . 10135() Pets with You is an Indian chain of restaurants which allows their customers to take their pets into the restaurant while they dine. Pets are served food in a separate dining area meant for them. It operates in metros like Delhi, Mumbai, Bengaluru, chennai, pune and hyderabed. ‘The restaurant address the local interest and customize the place as per the city. Now due to lock down the brand had suffered major revenue blows. The overall footfalls are down by 60%.Covid 19 has changed the consumer behavior significantly. This brand is struggling for its survival. You are the Digital Marketing Manager of the theme based restaurant named “Pets with you’. The proposed budget is Rs.100,000 per month for branding and advertising. Question: Using the Poem framework come up with a digital marketing mix for your company. 3 10135