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Reg. No.________________ Name:__________________________

APJ ABDUL KALAM TECHNOLOGICAL UNIVERSITY
FIFTH TRIMESTER MBA DEGREE EXAMINATION FEBRUARY 2018
MKT-T5-12 DIGITAL AND SOCIAL MEDIA MARKETING
Max. Marks: 60 Duration: 3 Hours
PART A
Answer all questions. Each question carries 2 marks
1. Explain the term “e- marketing”.
2. “Image advertising is essentially about the creation of mental images in the minds of the
customers”. Give any four functions of image advertising.
3. "Like most new innovations on the Internet, many entrepreneurs saw a marketing
potential in having a blog, and blogging took off from there”. How can an entrepreneur
benefit from blogging?
4. “The e-commerce industry is a force that no customer can afford to ignore.” What are the
benefits of e-commerce?
5. It is believed that a large percentage of people aged 18 to 34 use social networking sites
for their purchase decision making. What are the factors responsible for the increase in
the usage of social media for marketing?
(5x2 marks = 10 marks)
PART B
Answer any 3 questions. Each question carries 10 marks
6. “As Internet is becoming more and more important in business life, many companies
consider it as an opportunity to reduce customer-service costs, tighten customer
relationships and most important, further personalize marketing messages”. Elucidate.
Explain the tools used by Web 2.0 for CRM.
7. ‘A landing page is an important term and concept for inbound marketing and lead
generation’. Clarify. Explain the importance of landing page optimization.
8. Explain any five types of online advertisements.
9. ‘Consumer engagement is the ultimate point in which a brand and a consumer connect in
order to offer a true experience related to brands’ core values’. Interpret.
Explain the process of engagement marketing through content management.
10. ‘Social media sites are good platforms for promotion while introducing new products’.
Discuss.
(3x10 marks = 30 marks)
PART C
Compulsory question, the question carries 20 marks
11. a. Develop a digital marketing plan for the introduction of a new model of mobile phone.
(10)
b. Taking any tourism product/service, explain the steps needed to come on top in search
engine marketing and search engine optimization. (10)

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