~~".SVKM's NMIMS

NMIMS -:,-GLOBAL ACCESS SCHOOL FOR CONTINUING EDUCATION~

Programme : CDM .

Academic year: 2013 "':'2014 Term End Examination

Subject: Social Media Marketing and Web Analytics Marks: 70

Date: 17.12.2013 Time: 11.00 a.m. to 2.00 p.m.

Instructions:

1. Answer to each new question to be started on a fresh page.2. Figures in bracket indicate full marks.

Q~i}Write short notes (Any 2 out of 4) (Marks: 2X5=lO)

. a) Marketing using Twitter

b) Search Engine Optimization

c) Segmentation - Targeting - Positioning using Internet

d) Social media tracking

Q.2) Write short notes (Any 2 out of 5) (Marks: 2X5=10)

a) Online Reputation Management

b) Use of LinkedIN by HR team

c) Integration of Social Media and CRM for better customer service

d) Unique Visitors Vs. Page Views - the difference

e) External Analytics tools and competition tracking

Q.3) Attempt any 3 out of 5 (Marks: 3XIO=30)

a) Explain with an example, how Google Analytics helps you measure traffic on your website?

How is the data helpful for your overall marketing efforts?:I '" ,{"!TL. -i 1 '.c: ..J' 1-' 1 .(:' havi ffi . 1b) v¥ Hat are tne benents ano uraw oacxs ·O.l~9-:Ving ill!..0 .•.iciar Facebocl ....Ha~ __0-0. £:<'"'\-- "tr-~l"" 'J..._"'T"'.rl').L (.Lv_ L'~J."- .J.. -. !~ ,[-iU5'V, lvi .J V 1..4... v~c.:.u.1.u..

Explain with examples.

C) What is Google Adwords and how is it different from SEa?

d) What is your opinion about politicians using twitter and facebook? Explain you views in detail.

e) How can a company use Youtube strategically for its brand communication? Why is youtube such an

important site in terms of search?

Pagel of 2

Q.4) You are a leading local manufacturer of premium footwear and aspire to expand your brand ..-- v

(Case Study)

On the basis of the above.answer the following questions: (Marks: 20)

a) What will be your broad strategy to use the Internet for your goals?

b) Explain briefly steps you would adopt to make your website.

c) Explain innovative ways through which you will attract people to your website and make them

buy.

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