Digital Marketing — DU Bachelor of Management Studies Previous Year Question Papers

Digital Marketing Bachelor of Management Studies-BMS -Clearly write the question number before attempting any question Q1. '`The shift from traditional to digital marketing has transformed how firms identify, reach, and engage customers." Explain the evolution from traditional to digital marketing. Discuss why an integrated digital marketing strategy is critical for modern organisations; esp. for edtech brands (in light of the recent issues involving Byju's and other such companies) and brick & mortar stores. Support with examples. Q2. ``The credibility of digital content is increasingly being questioned due to fake news, paid influencers, and algorithmic amplification." Critically examine the various credibility challenges in social media marketing esp. for new D2C brands. How should brands (Legacy, D2C, 82C) manage ethical risks and trust deficits? Support with examples. Q3. `'Social media platforms are no longer communication tools alone but are full-fledged marketing ecosystems with their own strengths and weaknesses and indeed, their own brand value" r Discuss the social media marketing process-goal setting, channel selection, implementation, and analysis. Elaborate on how Rol and other factors will impact the selection of and frequency of deployment on various social media channels, platforms and tools, lllustrate with examples. Q4.`'Digitaldatageneratesavastamountofdataandisbothastrategicassetandaregulatory risk. Analysing this data and using it effectively is challenging from a process and utilisation point of view" Examine issues related to data collection and data analytics in digital marketing. Discuss how companies are leveraging their data in a bid to boost customer engagement ahd revenue traction. Comment on how can firms balance personalisation with ethics and why this is important in today's day and age. Support with suitable examples. a. Privacy and Ethical concerns for Digital Marketing Tools b. c. Mobile devices have reshaped consumerjourneys and expectations Reasons for growth of digital marketing d. UX redesign for an e-commerce site e. Targeted advertising and Location-based marketing f. Storytelling in Digital Marketing Rebuilding Digital Presence for a Legacy Retail Brand ShreeMart, a 35-year-old Indian retail chain specialising in household goods, has a strong offline presence across Tier-1 and Tier-2 cities. In response to declining footfalls and growing pages, influencer collaborations, and email campaigns. on line competition, the company launched digital marketing initiatives-SEO, social media