Unit I: Digital Marketing Planning and Structure
1. What is the importance of Digital Marketing?
It helps reach more people online, is cost-effective, and provides measurable results.
2. Compare Digital Marketing with Traditional Marketing.
Digital is online, cheaper, fast, and trackable; Traditional is offline, costly, slower, and hard to
measure.
3. What is the difference between Inbound and Outbound Marketing?
Inbound attracts customers naturally (blogs, SEO); Outbound pushes ads to them (TV, cold
calls).
4. Explain the concept of demographics in digital marketing.
Demographics are data like age, gender, income used to target the right audience.
5. How do you buy a domain and what is its importance in digital marketing?
Buy it from domain registrars like GoDaddy. A domain builds your online identity.
6. What is a one-page website and when should it be used?
A simple site with all info on one page, great for portfolios or small campaigns.
7. Explain the strategic design of a landing page.
Focus on one goal, catchy headline, clear CTA, and user-friendly layout.
8. What is the purpose of segmentation, targeting, and positioning in digital marketing?
It helps send the right message to the right people at the right time.
9. How do you embed Google Analytics Tracking Code in a website?
Copy the code from Google Analytics and paste it in your website's head section.
10. What are the features of a mobile-friendly website?
Fast loading, responsive design, easy navigation, and readable text.
Unit II: Search Engine Optimization (SEO)
1. What is SEO and why is it important for a business?
It helps your site appear on search engines, bringing more traffic and leads.
2. Explain the concept of keyword research in SEO.
Finding words people search for so you can use them in your content.
3. Differentiate between on-site and off-site SEO.
On-site: content and tags on your site; Off-site: backlinks from other sites.
4. How does writing quality content influence SEO?
Good content ranks better and keeps users engaged longer.
5. What is website SEO auditing?
A check-up to find and fix SEO issues on your website.
6. How do you analyze competitor websites and their traffic sources?
Use tools like SEMrush, Ahrefs to check keywords, backlinks, and traffic.
Unit III: Search Engine Marketing (SEM)
1. What is the importance of Google Adwords in SEM?
It shows your ads to people searching for your services.
2. Explain the PPC cost formula.
Cost = (Total Ad Spend) / (Number of Clicks).
3. What is the role of a keyword planner in SEM?
It helps find keywords and shows their traffic and competition.
4. How do you create a text ad campaign in Google Ads?
Choose goal → select audience → set budget → write ad → launch.
5. Explain the concept of remarketing and its benefits.
Shows ads to people who visited your site before. Helps bring them back.
6. What is conversion tracking and how is it implemented?
It tracks actions like sign-ups or purchases. Add tracking code to your website.
Unit IV: Social Media Marketing (SMM) Part 1
1. Compare B2C and B2B perspectives in social media marketing.
B2C is more emotional and visual (Facebook, Instagram), B2B is informative (LinkedIn).
2. List and explain major social media platforms used for marketing.
Facebook (wide reach), Instagram (visual), LinkedIn (B2B), Twitter (quick updates), YouTube
(videos).
3. How do you create an ad on Facebook and what are the types of Facebook ads?
Use Ads Manager → choose objective → set audience → design ad. Types: Image, Video,
Carousel, Collection.
4. Explain the role of Facebook Power Editor.
It helps manage multiple ads at once with advanced options.
5. What is YouTube monetization and how does it work?
You earn money from ads shown on your videos once you meet YouTube's criteria.
Unit V: Social Media Marketing (SMM) Part 2
1. What are the different types of LinkedIn advertisements?
Sponsored Content, Message Ads, Dynamic Ads, Text Ads.
2. How does LinkedIn help in lead generation?
It connects with professionals and businesses, useful for B2B marketing.
3. What are some popular email marketing tools?
Mailchimp, Constant Contact, Sendinblue, ConvertKit.
4. Explain segmentation strategy in email marketing.
Divide email list by interests or behavior for personalized emails.
5. How are landing page forms integrated in email campaigns?
Forms collect emails, then trigger an automated email campaign.
Unit VI: Upcoming Trends in Digital Marketing
1. What is affiliate marketing and how does it work?
You earn money by promoting others’ products and getting a commission on sales.
2. Explain the concept of no-click searches.
Users get answers directly on Google without clicking any link.
3. What is the impact of voice and visual search on digital marketing?
Marketers need to optimize for spoken phrases and images.
4. How do chatbots support digital marketing campaigns?
They answer queries instantly and improve user experience.
5. What is smart bidding in Google Ads?
It uses AI to optimize bids for better results.
Unit I: Introduction to Digital Business
1. What is digital business and how does it differ from the physical economy?
Digital business uses tech to deliver value online; physical economy needs face-to-face or
offline processes.
2. Explain the role of Big Data and Cloud Computing in digital business.
Big Data gives insights; Cloud offers flexible, cost-effective storage and services.
3. What are the challenges in adopting digital business models?
Security, tech skills, cost, and change resistance.
Unit II: Overview of E-Commerce
1. What are the key models of e-commerce?
B2B, B2C, C2C, and C2B.
2. How is consumer behavior analyzed in e-commerce?
Using tools and data to see what users buy, view, and like.
3. What is B2B e-commerce and how does it work?
Businesses sell to other businesses online.
4. How can affiliate marketing promote an e-commerce business?
Affiliates promote products and earn for each sale, increasing reach.
5. What are the ethical and societal impacts of e-commerce?
Job shifts, data privacy concerns, but also convenience and wider access.
Unit III: Digital Business Support Services
1. Explain the role of e-CRM and e-SCM in digital business.
e-CRM builds customer relations online; e-SCM manages supply chain digitally.
2. What is the significance of ERP in e-business infrastructure?
ERP integrates all business functions in one system.
Unit IV: Managing E-Business
1. What are common security threats to e-business?
Hacking, phishing, data theft, and malware.
2. Explain the use of cryptography and digital certificates in online security.
They protect data and verify identity.
3. What is a firewall and how does it secure e-business platforms?
It blocks unauthorized access to a network.
Unit V: E-Business Strategy
1. How is an e-business strategy formulated?
Define goals → analyze market → choose tech → plan marketing.
2. What are the challenges in executing an e-business strategy?
Tech issues, budget limits, market competition, team skills.
Unit VI: Materializing e-business
1. What are the steps from idea to realization in e-business?
Idea → Research → Plan → Develop → Test → Launch.
2. Describe key components of a successful business plan for e-business.
Clear idea, target audience, revenue model, marketing plan, and budget.
