Answer To: this is my sample exam and can be used as a guide, in June 9th at 10 am, I will send the exam paper...
Bidusha answered on Jun 09 2022
MARK3016 Digital Marketing
SP2 2022 Final Exam
3 hours
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Please check the guidelines in relation to academic integrity before your exam and consider these two important points.
First, you must work independently on your exam. Any form of collusion or collaboration with other students is a form of academic misconduct.
Second, being online, the exam is essentially open book. You can consult your notes and other materials as you respond to the questions. However, the work you submit should be your own, original work. Therefore, any source used needs to be appropriately referenced in text and at end of each answer.
MARK3016 Digital Marketing:
SP2 2021 Final Exam
3 hours
Instructions to students:
This exam consists of 12 (twelve)
short answer questions.
You must answer 12 (twelve)
short answer questions of your choice
out of the 20 (twenty) questions listed.
All questions carry equal marks.
Please enter your answers in the table below.
***
QUESTIONS:
1. Online advertising is a prominent aspect of digital marketing. However, it has some important limitations worth highlighting. Briefly summarise these limitations and clarify if they apply to all types of online advertising or there are some exceptions.
2. Good news. You have started working as junior content marketing manager for the brand Haigh’s Chocolate. As a first task, you need to prepare a brief pitch describing the options for content marketing that the firm could use besides social media.
3. You are invited for a job interview for your first digital marketing job. To be selected, you need to explain your understanding of the marketing funnel and to advice if you think it’s best to concentrate, strategically, on the top or the bottom of the funnel. What’s your answer?
4. Social media marketing is a core aspect of any digital marketing strategy. Please summarise the broad scope of social media, clarifying what marketing objectives can be attained vs. the key limitations of social media.
5. You are having an initial screening interview for a digital marketing role and the interviewer asks you about the ‘marketing tech-stack’ and if you have heard of it. You need to explain to them what it is, and how it differs from a simple marketing database or CRM.
6. Consider the PESO framework and the digital media choices for the supermarket brand Foodland. Please give some examples of digital media that the brand could use for each element of the framework.
7. There is an opportunity to allocate a good slice of the marketing budget for the firm you are working for to develop an online advertising campaign involving AR/VR (augmented and virtual reality). Would you harvest this opportunity? Justify your answer.
8. Social media engagement is the quintessential ‘buzzword’ and one of the most desired outcomes of digital marketing strategies. You are not in full agreement with the statement. Hence, briefly discuss the issues and limitations of engagement, using the leading platforms Facebook and Instagram as examples.
9. You want to land a role at a digital marketing firm. They specialise in website redesign, SEO and SEM. At the interview, they asked you to give them at least three key reasons why a webpage is a brand’s most important digital asset. What would your answer be?
10. Looking back at the example of Adelaide Zoo short tutorial case study, can you articulate the difference and relative importance of SEO and SEM, respectively. Which one needs to be a strategic focus when setting up a webpage for success?
11. In your current marketing role, you need to set up an online advertising campaign. To present your strategy for the next quarter to your team, you need to critically discuss the pros and cons of programmatic advertising. What would you say?
12. Good news. You finally get to work in a local digital marketing strategy, which is looking at increasing their recommendation on influencers marketing. They asked you to prepare a short report for a client outlining the pros and cons of collaborating with influencers. How would you start?
13. Content marketing often hinges on the development and use of content calendars. What are content calendars and why are they useful in support to overall digital marketing strategies?
14. If you were to compare Facebook vs. TikTok as digital marketing tools, which one do you think presently offers greater opportunities for growing a brand and why?
15. Your colleague needs help with the digital marketing course. They are particularly confused about the idea of attribution marketing. Can you help them by briefly explaining what it is, and if it makes sense to use attribution models?
16. Your course coordinator is an expert researcher in mobile apps and has shared with you lots of interesting facts about apps as ‘brand in the hand’ and the ‘ultimate marketing vehicle’. Now, you are keen to impress your boss explaining to them what you learned in the course about apps. What would you say?
17. You have scored an internship as junior digital marketing manager with IKEA. Your first task is to offer some brief recommendations on the most important requirements of privacy and personal data management. What would say?
18. You took on a digital marketing role for the winery Alpha, Box and Dice in McLaren Vale. You have been asked to work with a rather small budget; hence you need to choose between investing in SEM or in standard online display advertising. Which one would you choose and why?
19. Briefly describe, in your own words, the magnitude and significance of online advertising fraud. Do you think it could...