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MK0017 — e-Marketing

MK0017 — e-Marketing

Summer 2013

Master of Business Administration- MBA Semester 4

MK0017 — e-Marketing – 4 Credits

(Book ID: B 1330) Assignment (60 marks)

Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme.


Q1. Write a short notes on:

A. Internet Advertising Techniques

Answer : Internet Advertising Techniques :

Online advertising, also called Internet advertising, uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the



B. Difference between traditional marketing and e-marketing

Answer :  Differences :


One of the most notable differences between traditional and e-marketing is pricing. Traditionally, print ads in newspapers and magazines, road-side billboards, and radio and television commercial spots all carry price tags that reflect both the quality of the ad and the market the advertisement reaches.


Print and broadcast marketing techniques require time to go from concept to finished product and delivery. Drafts must be completed, mock-up or



Q2. Write a short notes on:

A. Targeting strategies in e-marketing.

Answer : Targeting strategies in e-marketing :

The most sophisticated segmentation and targeting schemes are often used by E-retailers, who have detailed customer profiling information and purchase history data and they seek to increase customer lifetime value through encouraging increased use of online services through time. However, the general principles of this approach can also be used by other types of companies online. The segmentation and targeting approach used by E-retailers is based on five main


B. Different types of positioning strategies in e-marketing

Answer : 1.Leveraging on Existing Brands’ Strategy:

It is a common tactic employed by marketers to leverage on the names of the firm’s existing and established brands for extending the product line or venturing into another product category. This kind of brand marketing helps the firm to indirectly clarify queries in the consumer’s mind like the identity of the new product and its credibility in the market. An established brand automatically helps the firm in its brand positioning strategy of new products or services.

2.Corporate Brand Positioning Strategy: Here the marketer uses his company name/identity for brand extensions.

Product Features and Benefits Positioning Strategy: A consumer buys a product when he/she perceives some promised benefit that would satisfy the



Q3. Discuss how to build up e-marketing strategy and its functions in brief.

Answer : e- marketing strategy :

e-Marketing is still quite a controversial subject to talk about, since no one succeeded to unify the various theories around it; however there is one thing upon which there is no doubt — that e-Marketing first appeared under the form of various techniques deployed by pioneer companies selling their products via the internet in the early 90’s. The e-Marketing Strategy is normally based and built upon the principles that govern the traditional, offline Marketing — the well-known 4 P’s (Product — Price — Promotion — Positioning) that form the classic Marketing mix. Add the extra 3 P’s (People —



Q4. Describe the four main functions involved in creating and managing corporate website.

Answer : Main functions involved in creating and managing corporate website :

1.Site definition and planning :

This initial stage is where you define your goals and objectives for the web site and begin to collect and analyze the information you’ll need to justify the budget and resources required. This is also the time to define the scope of the site content, the interactive functionality and technology support required, and the depth and breadth of information resources that you will need to fill out the site and meet your users’ expectations. If you are contracting out the production of the web site, you will also need to interview and select a site design firm. Ideally, your site designers should be




Q5. Define e-marketing and its principles.

Answer : e-marketing :

Very simply put, e-Marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms e-Marketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous. e-Marketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.

By such a definition, e-Marketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business,


Q6. Write a short note on:

A. Features of e-marketing

Answer : Features of e-marketing :

Strategy: Knowledge of your overall goals begets a roadmap to define your ways to achieve them. Strategy is important as it lets you understand what you need to do and what sort of financial, technical and delivery resources you need to deploy.

Content Driven: The saying “Content is king” is common and an incredibly important cog in the process of online marketing. Content is the most vital aspect of your communication. You have to say things that would make people want to share via social media, email or even word-of-mouth. Your content needs to be crisp, clear, relevant and trend-friendly, while never

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