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MCA-128 (DM) - Supplementary Exam

This document is an examination paper for the Digital Marketing subject for MCA students at Bharati Vidyapeeth's Institute of Computer Applications and Management. It includes a variety of questions covering topics such as digital marketing strategies, programmatic marketing, social media marketing, and web analytics. Students are required to answer five questions, including a compulsory question, from different units of the syllabus.

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Lakshya Pal
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66 views2 pages

MCA-128 (DM) - Supplementary Exam

This document is an examination paper for the Digital Marketing subject for MCA students at Bharati Vidyapeeth's Institute of Computer Applications and Management. It includes a variety of questions covering topics such as digital marketing strategies, programmatic marketing, social media marketing, and web analytics. Students are required to answer five questions, including a compulsory question, from different units of the syllabus.

Uploaded by

Lakshya Pal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Roll No.

: …………………………
Bharati Vidyapeeth’s
Institute of Computer Applications and Management (BVICAM)
A-4, Paschim Vihar, New Delhi-63
SECOND SEMESTER [MCA] SUPPLEMENTARY EXAM, MAY 2024
Paper Code: MCA-128 Subject: Digital Marketing
Time: 03:00 Hrs. Maximum Marks: 75
Note: Attempt any five questions in all, including Q. No. 1 which is compulsory. Attempt one question
from each unit.

Q1. Answer the following questions, briefly: (2.5 × 10 = 25)


(a) List the drivers of the new marketing environment.
(b) Discuss the reasons for growth of digital marketing.
(c) Compare pull and push marketing.
(d) Describe viral marketing with its main factors.
(e) Explain ad stacking in context to display advertisement on websites.
(f) Discuss the importance of blogging in digital marketing.
(g) Differentiate between first-price and second-price auction models by considering an
appropriate example.
(h) Illustrate the working of JavaScript tagging for data collection for analytics.
(i) Illustrate the working of search engine.
(j) Explain multi-channel attribution.

UNIT - 1
Q2. (a) Elaborate the digital landscape with appropriate examples. (6.5)
(b) Describe the P-O-E-M framework in digital marketing. (6)
Q3. (a) Explore the evolution of digital marketing from traditional to modern era. (6.5)
(b) Considering the case of purchasing a headphone, explain the consumer decision journey (6)
through AIDA model.

UNIT - 2
Q4. (a) Elaborate the ecosystem of programmatic digital marketing. (6.5)
(b) Discuss various types of ads available in YouTube. List the buying models used for (6)
YouTube ads.
Q5. (a) Describe the add placement in Google search engine result page. (6.5)
(b) Explain digital marketing mix with its importance. (6)

UNIT - 3
Q6. (a) Elaborate the phases of social media marketing strategy. (6.5)
(b) Discuss the importance of mobile marketing with its various forms. (6)
Q7. (a) Discuss different types of adverts used for advertisement on Facebook. Explain. Facebook (6.5)
EdgeRank algorithm.

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(b) Formulate the Instagram content strategy for a newly fashion e-commerce portal. (6)

UNIT - 4
Q8. (a) Explain the main factors of off-page optimization. (6.5)
(b) Discuss various approaches used for data collection for web analytics. (6)
Q9. (a) Explain search engine optimization and search engine marketing. (6.5)
(b) Describe the following metrices of web analytics: (a) Behavior Analysis, (b) Outcome (6)
Analysis, and (c) Experience Analysis.

***********

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