QCM : Digital Marketing Fundamentals and Planning — 12 questions

Explication

The course syllabus is the document that details the course structure and how assessment is organized. The project guidelines cover project requirements and assessment of the project itself.

Explication

Students are expected to download and read both documents on the first day of the course. This ensures they understand the requirements and assessment early.

Explication

Digital marketing is defined as marketing efforts using electronic devices or the internet to reach customers. The other choices describe traditional or unrelated approaches.

Explication

The listed digital marketing tools are website, SEO, SEM, email marketing, social media marketing, and mobile marketing. The other options are traditional or non-listed tools.

Explication

Save refers to reducing costs by limiting expenses related to print, store operations, and rent. Serve, Speak, and Sizzle describe other strategic aims.

Explication

Speak is about getting closer to customers through dialogue and participation, including user-generated content. It is not primarily about sales growth or cost reduction.

Explication

Owned media are company-controlled platforms such as websites and blogs. Earned media comes from customer activity, while paid media involves advertising.

Explication

Tone is the way communication adapts to the platform context, such as formal, casual, or professional style. Voice, by contrast, is about maintaining consistent brand personality.

Explication

Each project team is composed of four members. This is one of the core team structure rules for the field study project.

Explication

The rule is one team per place, so only one team is assigned to each chosen field-study place. The place is also meant to be a specific city location, preferably hidden from mainstream tourism.

Explication

The project phases are presented in this sequence: situation analysis, strategy, tactical action plan, and key performance indicators. The other options rearrange the phases into an incorrect order.

Explication

Situation analysis is the phase where the team collects and analyzes information about the chosen place’s current situation. Strategy, tactical action plan, and key performance indicators come later and serve different purposes.