St.

Xavier’s Catholic College of Engineering

(Autonomous)
Chunkankadai, Nagercoil – 629003
End-Semester Practical Examination

April/May 2024 Examinations

Mark Allocation
Subject Code and Title: CCW332 – Digital Marketing
Degree and Branch: B. Tech. - Information Technology Semester: VI
Department Conducting the Examination: Information Technology
Date(s) and Time of the Examination: 08-05-2024 – 9.00 a.m. to 3.30 p.m. Regulations: 2021

1. Amazon Marketing Strategy (online Store):

a. Write a detailed explanation on the amazon website.
b. Make a case study on amazon’s marketing strategy. Explain how they make use of chat
applications to promote, and retain customers?
c. How do they promote their product on various digital media platforms?
d. How do they keep people engaged during various seasons?
e. Analyze the keywords for the amazon website using google keyword planner.

2. Walmart Marketing Strategy (Offline Store):

a. Define the Walmart store and its services
b. How do they attract customers using various strategies i.e., platforms of advertising?
c. How do they set discounts for their products? Are they real?
d. Write about the store setups of Walmart.
e. What do you know about Walmart connect?

3. Coca-Cola (Beverages):
a. write a short note on coca-cola brand.
b. Visit the official website of Coca-Cola https://www.coca-colacompany.com/ and write a review
on it. Make a study on the origin of Coca-Cola. Was it initially a carbonated drink? Why did
these changes happen (to capture the market)?
c. Make a note on the quality of the drink, design of juice container which varies across the
earth’s geography.
d. Write a detailed description on the negativity faced by the same brand and the measures they
have taken to overcome them.
e. Write about your favorite ad on the same brand and explain why it attracted you the most.

4. Retailers:
a. How do the unbranded small-business retailers make use of the digital media to make a
business?
 b. How do they capture the customers for themselves?
c. How do they concentrate on the authorization of payment made by the customer?
d. Imagine if you are in need of buying a grooming product for your face. What are the things you
will accept from the retailer?
e. How will you prevent fraudulent action from these types of retailers?

5. Apple Inc.
a. What do you know about Apple Inc? What are the products of Apple?
b. Write any 10 marketing strategies of Apple.
c. What are the failed products of Apple? Write any 5 of them and the reason for the failure.
d. What do you say about the paid services of google? Mention some of them with their defined
services.
e. Say your view on the high price of Apple's products and the services it provides.

6. YouTube
a. Write about YouTube. What are the types of content in it? What is the purpose of YouTube as a
content provider?
b. What type of video content is commonly used in YouTube? When a channel is considered to be
eligible to be for monetization?
c. What is YouTube Marketing?
d. Guide to Promoting a YouTube Channel.
e. What are the types of YouTube ads used in digital marketing?

7. TikTok
a. What do you know about the app TikTok?
b. How will you make yourself to be approached by various brands to be the brand promoted via
your tiktok account?
c. What are the strategies (at least 10) to be followed to reach more followers? Explain each in
detail.
d. What marketing strategy or idea made TikTok world-wide reachable?
e. How can you monetize your account?

8. Netflix
a. Write a brief note on the services provided by NETFLIX and the origin history of the same.
b. What is lead generation? How NetFlix made use of lead generation to expand its customers?
c. How is SEO utilized by NETFLIX in marketing?
d. In general, give the details about ad-supported and non-ad streaming services. How do they
help in expanding app marketing?
e. How will you approach Netflix for your business marketing ads in their app? Also explain the
criteria needed to be satisfied on acceptance of the ad.

9. Email Marketing:
a. Explain the role of e-mail marketing to make effective marketing.
b. What are the main elements to be presented in email marketing? Explain each of them.
c. Represent an email marketing poster/mail and explain its elements and how they attract the
new customers.
 d. What are the tools available for automating email marketing? Explain them with various
criteria like - cost, and other features.
e. Compare email marketing with SMS marketing and give your justification on which is proven
to be the best.

10. Google Ads

a. What is the need of using google Ads app?
b. Why is PPC an essential part of online advertising?
c. Why should people use Google AdWords?
d. How does Quality Score affect ad position and CPC?
e. What are Invalid Clicks, and how does Google determine them?

Signature of Internal Examiner Signature of External Examiner

Er. T M Angelin Monisha
Name: Name:
Sharean
Designation: Assistant Professor Designation: Assistant Professor
Institution: