Question Bank for the subject "Digital Marketing"

1. QUESTION BANK
DIGITAL MARKETING
2020
SEMESTER IV, BCU

2. Module 1
• Trace the history of digital marketing.
• How has the digital marketing landscape changed in India in the last few
years?
• Discuss the different types of web presence.
• Describe the common e-commerce business models.
• Bring out the differences between multi channel options and omni channel
options.

3. Module 1 (Cont’d)
• Write a short note on Pay pal.
• Trace the growth and evolution of digital payment wallets highlighting their
advantages and limitations.
• Discuss the various fulfilment options in digital marketing.
• Highlight the importance of digital marketing strategy for a business.
• Digital marketing is a pull-based approach to attract, engage and retain customers.
Discuss this statement giving suitable examples.
• Content is King in the digital world. Discuss this statement with suitable examples.

4. Module 2
• How can a business take steps to understand consumer behavior in the
online world?
• Discuss the Post-Internet consumer behavior and its effect on marketing
strategies.
• How can digital marketing support MSMEs?
• How has digital marketing contributed to the growth of gig economy?

5. Module 2 (Cont’d)
• Bring out the salient differences between digital marketing and traditional methods of
marketing.
• Write a short note on the pillars of direct marketing. How can these pillars become part of
digital marketing strategy?
• Discuss the essential aspects of behavioral targeting and discuss its relevance with specific
reference to the retail sector.
• Distinguish between blog mining and data mining.
• Integration of offline and online strategies is inevitable in Internet marketing. Discuss this
statement with relevant examples from service sector.
• How can a business derive unique insights about competitors using online sources?

6. Module 3
• Compare and contrast SEO processes with PPC.
• What are the benefits of SEO for a business?
• Distinguish between Google Ad words and Google AdSense.
• Discuss the various online pricing models.
• Trace the history of Page Rankings and its relevance to a business today.
• Highlight the salient aspects of Link Building.
• Discuss the merits and demerits of Skyscraper Content.

7. Module 3 (Cont’d)
• Discuss the need and relevance of Keywords Analysis.
• Describe the process of Search Engine Optimization.
• Do an incisive analysis comparing search engines Google, Yahoo and Bing.
• Discuss RTBs and their benefits in digital marketing.
• Distinguish between ATL and BTL strategies in digital advertising.
• Explain the relevance of emotions in consumer engagement.

8. Module 4
• Describe the potential of Social Media Marketing for a business today. Give
examples of organizations that have successfully used this technique.
• What are the basic tenets of You Tube marketing?
• Discuss the guidelines for publishing content online.
• How can a business respond effectively to trolls?
• How can a business use forums, communities and discussion boards to gain
greater insights about customer needs?

9. Module 4 (Cont’d)
• Highlight the salient aspects of Email marketing. Do you think this is still
relevant in the era of WhatSapp?
• Describe the Honeycomb framework in digital marketing. Highlight its
relevance for medium and small scale businesses.
• Write a short note on “Social Graph” and highlight its relevance.
• Bring out the salient aspects of “Social CRM”
• What are the merits and demerits of Viral marketing?

10. Module 5
Businesses have to be aware of their online reputation. Discuss this statement
giving suitable examples.
Discuss the strategies of ORM.
List the various tools available for ORM.
Describe the usefulness of ORM in crisis management.

11. Module 6
• Describe the recent trends in digital marketing.
• It is impossible to think of digital marketing without taking account of sweeping
advances in technology. Do you agree with this statement? Illustrate your answer
with examples.
• Write a short note on “Content Marketing”.
• Write short notes on a. Content Seeding b. Localization of Content
• How are mobile networks used for marketing? Highlight the limitations of such a
strategy.

12. Module 6 (Cont’d)
• Digital marketing is only about technology. Do you agree with this
statement? Elaborate.
• Trace the evolution of banking sector in India highlighting the digital
interventions in the sector.
• Describe the strategic aspects of Digital Banking.
• What is Consumer Engagement? What are the various methods of consumer
engagement?

13. Miscellaneous
• How can digital world provide opportunities for the unemployed.
• What are the de-merits of a “spray and pray” strategy?
• Every business needs to have digital strategy as part of their overall strategic
management. Illustrate the relevance of this statement using the most recent
examples.
• How can brand salience be achieved in the digital world?
• Trace the drivers of Digital Brand Ecosystem.

15. VENKATESH G
ASSOCIATE PROFESSOR (MARKETING)
PRESIDENCY BUSINESS SCHOOL
30TH MAY 2020