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MBA II
Digital Marketing
INM 512

Question Bank

Module I Marketing Research & Channels of Marketing

1. What is the fundamental purpose of marketing research, and how does it contribute to
the decision-making process in business?
2. How does marketing research help organizations understand and meet the needs and
wants of their target market?
3. In what ways does marketing research assist in identifying market trends and predicting
future consumer behaviour?
4. How can marketing research be applied to assess the performance and effectiveness of
marketing strategies employed by a company?
5. Discuss the role of technology and data analytics in modern marketing research. How
have advancements in technology impacted the scope of marketing research?
6. What are the key steps involved in the marketing research process, and how do they
contribute to obtaining valuable insights for decision-making?
7. Can you explain the importance of defining the research problem in the initial stages of
the marketing research process? How does a well-defined problem impact the overall
research outcome?
8. Explain the significance of selecting the appropriate research design in the marketing
research process. What are the major types of research designs, and when is each most
applicable?
9. Imagine you are a marketing manager for a new tech startup launching a revolutionary
product. Evaluate and recommend the most suitable marketing channel strategy for the
initial product launch. Justify your choices considering the nature of the product and
the target market.
10. How will you design the marketing channel for an FMCG company?
11. Assume you are a channel manager dealing with a conflict between two distributors in
your network. Outline a step-by-step plan to address and resolve the conflict, ensuring
minimal disruption to the overall channel efficiency.
12. How will you manage the distribution channel for an FMCG company?

Module II Integrated Marketing Communication

1. What is Integrated Marketing Communication (IMC), and why is it essential in modern

marketing strategies?
2. Choose a well-known brand and discuss how they effectively integrate their marketing
efforts across various channels (online and offline). What specific strategies do they
employ to maintain consistency?
3. Imagine you are tasked with launching a new product for a consumer durable company.
Develop an integrated marketing communication plan outlining the key elements,
channels, and messages you would utilize to create awareness and drive sales.
4. You're working for a startup with a limited budget. Propose an optimized media mix
for their IMC strategy, considering cost-effectiveness and the target audience. Justify
your choices.

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5. A company is facing a public relations crisis that is affecting its brand image. Develop
a crisis communication plan using integrated marketing communication strategies to
mitigate the negative impact on the brand.
6. Develop a customer loyalty program that incorporates both short-term sales incentives
and long-term relationship-building strategies. How would you structure the program
to encourage repeat purchases and foster customer loyalty?
7. Imagine you're launching a new brand of eco-friendly cleaning products. Develop a
comprehensive advertising program that includes strategies for print, digital, and social
media. How would you ensure the advertising aligns with the brand's sustainable
values?
8. Develop an advertising program that seamlessly integrates across multiple channels,
including traditional and digital platforms. Discuss how each channel contributes to the
overall campaign objectives and how they work together to create a cohesive brand
message.
9. Imagine you are launching a new product, and the goal is to generate immediate sales.
Develop a sales promotion strategy that includes specific promotional tools such as
discounts, coupons, or contests. Explain how each element contributes to the overall
success of the product launch.
10. You are managing the e-commerce division of a company. Create a sales promotion
plan for a flash sale event, specifying the duration, discounts, and promotional
messages. Discuss how to effectively communicate and promote the flash sale across
digital channels.
11. Describe the steps you will follow for personal selling for a B2B product.
12. What techniques do you use to anticipate and address objections raised by potential
clients during the selling process?

Module III Introduction to Digital Marketing

1. Provide a concise definition of digital marketing and its key components. Highlight the
key distinctions between digital marketing and traditional marketing methods.
2. Identify and briefly explain at least three primary digital marketing channels.
3. Define Search Engine Optimization (SEO) and explain its significance in the context
of digital marketing.
4. Provide a definition of PPC advertising and discuss how it works in the digital
marketing realm.
5. Define and provide examples of paid media in the context of digital marketing. How
does paid media contribute to a digital marketing strategy?
6. Explain the concept of earned media and discuss how it differs from paid and owned
media. Provide examples of earned media in digital marketing.
7. Discuss how positive word-of-mouth, reviews, and social media mentions enhance a
brand's reputation and credibility.
8. Develop a brief outline of an email marketing campaign that complements the overall
strategy. Include details on segmentation, content, and the goals of the email campaign.
9. You are tasked with launching a new product in the market, and the marketing team has
decided to focus on digital channels for promotion. Develop a digital marketing strategy
outlining the key components and channels you would utilize.
10. Discuss how you would leverage the POEM framework in your digital marketing
strategy for this product launch. Provide specific examples for each component.
11. Consider the stages of the buyer's journey and how content can be used to attract,
engage, and convert potential customers.

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12. Explain how you would use social media as part of your digital marketing plan. Identify
specific platforms, content types, and engagement strategies tailored to the product and
audience.

Module IV: Digital Marketing Plan

1. How would you align the digital marketing objectives with the broader business goals
of a company in a specific industry, such as e-commerce or healthcare?
2. Imagine you are tasked with promoting a new tech gadget. How would you identify and
profile the target audience for this product?
3. Suppose you are working with a company facing strong competition and technological
changes. How would you apply SWOT analysis to inform the digital marketing
strategy?
4. Assume you are managing a digital marketing plan for a retail brand. How would you
integrate various digital channels like social media, email marketing, and influencer
partnerships to create a seamless customer experience?
5. Describe a scenario where you had to tailor content for different stages of the customer
journey. How did the content strategy contribute to lead generation and conversion?
6. Provide an example of a digital marketing campaign where the focus was on optimizing
the conversion process. What strategies and tactics were employed, and what were the
outcomes?
7. Imagine you are analysing the performance of a social media campaign. How would
you use analytics data to identify areas for improvement and refine the digital marketing
strategy?
8. How would you design an activation strategy to ensure that users who sign up or engage
with your product for the first time have a positive initial experience?
9. Describe your approach to customer acquisition. How do you identify and target your
ideal audience through various channels?
10. How do you optimize the conversion process to move potential customers from
consideration to making a purchase or taking a desired action?
11. What strategies do you employ to enhance customer retention and foster long-term
relationships with your audience?
12. In the context of digital marketing, how do you approach the ongoing optimization of
campaigns and strategies to improve overall performance?

Module V: Search Engine Marketing

1. Explain the fundamental concept of Search Engine Marketing (SEM) and how it differs
from Search Engine Optimization (SEO)
2. How do you conduct keyword research for a SEM campaign? What tools and strategies
do you use?
3. What principles do you follow when creating compelling ad copies for a SEM
campaign?
4. Explain the importance of bid management in SEM. How do you determine the
appropriate bid for a specific keyword?
5. What is Google's Quality Score, and how does it impact the performance of SEM
campaigns?
6. Why is conversion tracking essential in SEM, and how do you set up and utilize
conversion tracking tools?

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7. You're managing a SEM campaign for an e-commerce website. After analyzing the
data, you notice a high click-through rate (CTR) but a low conversion rate. What steps
would you take to optimize the campaign for better conversion without significantly
increasing the budget?
8. You're working with a local restaurant that wants to increase online visibility through
SEM. How would you tailor the SEM strategy to target local customers effectively?
What specific features or settings would you use in this scenario?
9. Your client operates in an industry with distinct seasonal trends. How would you plan
and execute a SEM campaign to capitalize on these seasonal trends, ensuring maximum
visibility and conversions during peak times?
10. Your client wants to implement a remarketing campaign to re-engage users who visited
their website but did not make a purchase. Outline the steps you would take to set up
and optimize an effective remarketing strategy.
11. How do you measure the success of a SEM campaign? What key performance
indicators (KPIs) do you consider?
12. Your company is expanding its business internationally. Describe how you would adapt
the SEM strategy to target a global audience, considering language, cultural differences,
and varying search behaviours.

MBA II Digital Marketing IUJ