Maharaja Agrasen Institute of Management Studies

Affiliated to GGS IP University, Recognized u/s 2(f) of UGC

Recognized by Bar Council of India, ISO 9001: 2015 Certified Institution
Sector 22, Rohini, Delhi -110086, India; www.maims.ac.in

Department of Business Administration

Academic Year: 2023-24
Semester: VI
Assignment NO. 1
(Unit No. I &II)

Course/ Subject Code:304 Course/ Subject Title: Digital Marketing

Issue Date: March 18th ,2024 Last Date of Submission: March 26th ,2024

Note:
1. The student should attach proper cover page for each assignment clearly mentioning Student’s complete
Name, University Enrolment No., Program, Semester, Class, Section, Assignment Number, and Subject
Title. Format of Cover page is attached herewith.
2. Each assignment should be prepared by the student individually in his/her own handwriting.
3. A4 size ruled sheets should be used for writing the assignment.
4. Black or Blue pens should be used for writing the assignment.
5. Assignment pages should be serially numbered at the bottom of page.
6. The student should use examples and illustrations in support of the answers.
7. Do not use plastic folder for submission of assignment. Just staple properly all pages of an assignment.
During online education mode, upload scanned copy of the complete assignment including cover page
latest by due date at the link/ mode specified by the Subject-Teacher.

Questions CO No.
Q1. a) Illustrate the Objectives and benefits of Digital Marketing- 5 S model
b) Explain the various transaction alternatives between businesses, consumers and
government CO1
OR

Q2 Summarize how each of the micro environment factors may directly impact the
content and services provided by a website.
Q3: Compare and Contrast the use of digital marketing vs. traditional marketing tools
using 6 I Framework

OR

Q4: Case Study

With digital devices being used before, during and after store visits, brands can only be CO2
present at all touchpoints of a consumer journey if they seamlessly operate between both
worlds. It’s this omnichannel approach to marketing that helped outdoor furniture
supplier Woodcraft grow their revenue by 1600% in the space of six years — not bad
for a retailer that originally started business selling its products in 1942 by horse-and-
cart, and until 2013 had only one physical store and a fledgling website.
 Maharaja Agrasen Institute of Management Studies
Affiliated to GGS IP University, Recognized u/s 2(f) of UGC
Recognized by Bar Council of India, ISO 9001: 2015 Certified Institution
Sector 22, Rohini, Delhi -110086, India; www.maims.ac.in

The retailer aimed to get an omnichannel perspective of customer behaviour at scale,

gather actionable insights, and deliver a seamless shopping experience — on- and
offline, 12 months of the year.

As these goals required an agile approach, Woodcraft adopted a “trial and error”
mentality, with testing being an integral part of their success. To make it manageable,
they broke their approach into following strategies that each tackled a piece of the
puzzle.

1. Treat online and offline as one- “They have omnichannel KPIs to achieve, and
work toward them together.” To ensure KPIs are measured across all channels,
the retailer monitors the cost-to-revenue of omnichannel on a weekly basis, and
links offline revenue to Google Analytics through a custom measurement
solution
2. Consider mobile’s impact on the offline journey- customers were researching
online before buying in-store, they couldn’t pinpoint the exact impact of digital
on offline revenue.
3. Bring online experiences in-store- stores are a crucial part of the user journey,
but so is the online experience, so we decided to bring them closer together

Q. Explain the success journey of integration and implementation of digital marketing

model at Woodcraft using SOSTAC Framework.

Q5. Explain in detail the implications of Digital technologies on 7 Ps of marketing. Elucidate

with examples.
CO3
OR

Q6. Elucidate in detail integrated internet marketing process (IIMC).