Department of Management Studies and Research Centre

BMS COLLEGE OF ENGINEERING, BANGALORE – 19

(Autonomous College under VTU)

SEE - Question Paper Pattern:

IV Semester End Examination - MBA Degree Examination

Course: E-MARKETING Course Code:18MBA4XMEM

Duration: 3 Hours Max Marks: 100

Q.No. Questions Marks

PART – A (Answer any SIX only)

1 Differentiate between E-business and E-Marketing. 5

E-business is the optimization of a company’s business activities using
digital technology. Digital technologies include products and services,
such as computers and the internet, which allow the storage and
transmission of data in digital formats.
E-marketing is the use of information technology for the marketing
activity, and the processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients,
partners, and society at large. More simply defined, e-marketing s the
result of information technology applied to traditional marketing
2 Define SEO, explain the design of search engine friendly website. 5
It is a continuous process and a way of thinking about how search
engines see your website and how users use search engines to find your
website.
Technical challenges, understanding competitive marketing environment.
3 Explain the strategic building blocks of content marketing. 5
Translating your brand essence,
Market research and consumer personas,
Creating content themes,
Matching content formats to objectives,
The content audit.

4 Differentiate between social media marketing and traditional marketing. 5

5 Explain the role of log-file analysis, and page tagging in data analysis. 5
Log-file analysis software reads the records, called log files, on the
Web server, which record all clicks that take place on the server. Web
servers have always stored all the clicks that take place in a log file, so
the software interprets data that have always been available.
A new line is written in a log file with each new request.
Page tagging refers to the implementation of tags in the existing
HTML code of a given web presence.
These markings help to analyze the behavior of users when they are
moving between two page views.
Page tagging, sends information to a third-party server, where statistics
can be generated. The browser executes JavaScript code that
communicates with the tracking software, creating page tags.
6 Explain impact of internet on CRM. 5
1. Target the right customers.
2. Own the customer’s total experience. This factor refers to the customer
share of mind or share of wallet previously discussed.
3. Streamline business processes that impact the customer. This task can
be accomplished through CRM–SCM integration and monomaniacal
customer focus.
4. Provide a 360° view of the customer relationship. Everyone in the firm
who touches the customer should understand all aspects of that customer’s
relationship with the company. For example, customer service reps should
know all customer activity over time and understand which products and
services might benefit that particular customer.
5. Let customers help themselves. Provide Web sites and other electronic
means for customers to find things they need quickly and conveniently,
24/7.
6. Help customers do their jobs. Especially in the B2B market, if a firm
provides products and services to help customers perform well in their
businesses, they will be loyal and pay a premium for the help. Many sup-
ply chain management electronic processes facilitate this factor.
7. Deliver personalized service. Customer profiling, privacy safekeeping,
and marketing mix customization all aid in delivering personalized
services electronically.
8. Foster community. Enticing customers to join in communities and social
networks of interest that relate to a firm’s products is one important way
to build loyalty.
7 Explain the building blocks of affiliate marketing. 5
8 Explain user insights in case of SEO. 5
Search engines want their results to be highly relevant to web users, to
make sure that web users keep returning to the search engine for future
searches.
If users arrive on a website and leave immediately, chances are it
wasn’t relevant to their query in the first place. If a user repeatedly
visits a website and spends a long time there, it is probably extremely
relevant.

PART – B (Answer any FIVE only)

9 Discuss the evolution in internet with relevant examples. 10
The internet is a global network of interconnected networks. This
includes millions of corporate, government, organizational, and private
networks.
Web 1.0,
Web 2.0,
Web 3.0 are to be discussed.
10 Define Customer relationship management, and discuss the social CRM 10
by considering blogs as example.
.
The first is customer relationship management (CRM)—the process of
targeting, acquiring, trans- acting, servicing, retaining, and building long-
term relationships with customers that add value both to the organization
and to the customer.
11 Discuss the types of display adverts can be designed for a restaurant on 10
the search engine result page.
Banner adverts,
Interstitial banners,
Pop-ups and pop-unders,
Floating adverts,
Wallpaper adverts,
Map adverts,
Video adverts,
Sponsored Content,
Native content.
12 Develop advertising and marketing strategy by keeping Facebook as 10
social media for online MBA Program.
• Demographic and psychographic information is collected by the
social network.
• Advertisers are able to target their adverts to a very specific
audience segment.
• Facebook ads that use ‘conversion’ objectives during set up,
leveraging pixels to track conversions, remarketing and call to
action buttons such as ‘Register now / Admit now.’
• Brands can run promotions, offers and competitions through their
Facebook Pages,
Must ensure that they comply with Facebook’s terms and conditions
13 By considering COVID-19 pandemic as example, discuss the challenges 10
of data analytics in the area of testing and treating in India.
1. The amount of data being collected,
2. Collecting meaningful and real-time data,
3. Visual representation of data,
4. Data from multiple sources,
5. Inaccessible data,
6. Poor quality data,
7. Pressure from the top (Govt, Media),
8. Lack of support,
9. Confusion or anxiety,
10. Budget,
11. Shortage of skills,
12. Scaling data analysis.
14 A premier hotel thinking of entering into e-tail grocery business. Being a 10
management graduate keeping SEO and phrases in mind design solution
for the business.
When users enter a query on a search engine, they use the words they
think are relevant to the search. The search engine then returns those
pages it has calculated to be most relevant to the words the searchers
used and, increasingly, the implied meaning of the search. Developers
of search engines have built a sophisticated understanding of semantics
and the way in which we use language.
Ex: If user searches for ‘car rental’, the search engine will look for
pages that are relevant to ‘car rental’ as well as synonyms like ‘car
hire’, ‘vehicle hire’ and so forth.
 1. Search volume
2. Competition
3. Propensity to convert
4. Value per lead

Step-by-step keyword research:

Step 1: Brainstorm.
Step 2: Gather data.
Step 3: Use keyword research tools.

User intention,
Your content,
Relating concepts.
15 A brand new star hotel is established, being management graduate 10
develop various online advertising strategies.
• Premium booked media,
• Advertising networks,
• Advertising exchanges and programmatic buying,
• Social media advertising placement,
• Native advertising,
• Mobile advertising,
• Ad servers.
PART – C

16 CASE STUDY (Maximum 4 Questions only) 20

A renowned suit maker (tailor) in Malleshwaram, Bengaluru thought of
establishing himself online.
a. As a management consultant help him to optimise content of the website, should result
on first page of SERP (search engine result page).
b. Discuss the suitable social media strategy.
c. Develop suitable CRM model for the marketer.
d. Suggest appropriate affiliate marketing strategy for the marketer.

SEO and content creation, Facebook / any other social media strategy, CRM strategies
and blog creation suppose to be discussed by the student respectively.

PART – A to have questions of Low-level difficulty

PART – B to have questions of Medium-level difficulty / Application oriented questions
PART – C to have a case covering important concepts
All the Units of the course to be COVERED