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Digital Marketing
Dec 2025 Examination
Q1. A mid-sized
consumer electronics company has traditionally relied on television and print
advertising to promote its products. However, recent market research indicates
declining engagement and limited reach among younger, tech-savvy consumers. The
company’s new marketing manager is tasked with launching a product refresh and
is considering a shift to digital marketing. She must design a campaign that
not only attracts new customers but also retains existing ones, using a mix of
digital channels such as social media, email, and mobile advertising. The
manager is aware that traditional media has limitations in personalization and
real-time engagement, and wants to ensure the new campaign leverages the strengths
of digital platforms. Based on the scenario, how should the marketing manager
apply the integrated marketing communication (IMC) approach to design a digital
campaign that addresses both customer acquisition and retention, while
leveraging multiple digital channels to overcome the limitations of traditional
media? (10 Marks)
Q2. A B2B technology
firm is debating whether to allocate its digital marketing budget primarily to
content marketing initiatives (such as thought leadership blogs, whitepapers,
and website optimization) or to invest heavily in paid digital advertising
(search and display ads). The leadership team believes that content marketing
will foster trust and nurture long-term relationships, but the sales department
is under pressure to deliver quick leads. The firm must decide which approach
aligns best with its customer retention goals and how to balance short-term and
long-term objectives. Evaluate the decision to prioritize content marketing
(blogs, native content, and website optimization) over paid digital advertising
for a B2B technology firm aiming to build long-term customer relationships.
What are the strategic trade-offs, and how should the firm justify its approach
to stakeholders seeking immediate lead generation results? (10 Marks)
Q3 (A) Case Brief: NEO Fashion
NEO Fashion is a
premium D2C clothing brand based in India, targeting Gen Z and millennials in
urban cities. The brand sells through its own e-commerce site and social
channels, focusing on limited-edition streetwear. So far, NEO Fashion has
relied heavily on offline fashion exhibitions, newspaper ads in metro cities,
and influencer tie-ups for promotion. Despite quality products and decent
offline traction, their growth has plateaued.
Management is skeptical
about increasing digital marketing investment, citing past failures with a
small Meta Ads campaign. They now want a recommendation on whether a structured
digital marketing strategy is worth pursuing.
How will you convince
management to invest in digital marketing? Compare traditional vs. modern
marketing to justify the transition. (5 Marks)
Q3(B) Case Brief: NEO
Fashion
NEO Fashion is a
premium D2C clothing brand based in India, targeting Gen Z and millennials in
urban cities. The brand sells through its own e-commerce site and social
channels, focusing on limited-edition streetwear. So far, NEO Fashion has
relied heavily on offline fashion exhibitions, newspaper ads in metro cities,
and influencer tie-ups for promotion. Despite quality products and decent offline
traction, their growth has plateaued.
Management is skeptical
about increasing digital marketing investment, citing past failures with a
small Meta Ads campaign. They now want a recommendation on whether a structured
digital marketing strategy is worth pursuing.
What challenges will
you face while integrating digital marketing with existing traditional
marketing efforts for NEO Fashion? (5 Marks)
Dear students, get fully
solved assignments by professionals
Do send your query at :
or call us at :
08263069601
(Plagiarism proofed
assignments available with 100% surety and refund)
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