DIGITAL MARKETING AND SOCIAL MEDIA

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UNIVERSITY OF ESSEX
SECOND YEAR EXAMINATION 2017
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DIGITAL MARKETING AND SOCIAL MEDIA
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Time allowed: 2hours
The paper consists of FOUR questions.
Candidates must answer TWO questions.
All questions carry equal weight.
Please do not leave your seat unless you are given permission by an Invigilator.
Do not communicate in any way with any other candidate in the examination room.
Do not open the question paper until told to do so.
All answers must be written in the answer book(s) provided.
All rough work must be written in the answer book(s) provided.  A line should be drawn through any rough work to indicate to the examiner that it is not part of the work to be marked.
At the end of the examination, remain seated until your answer book(s) have been collected and you have been told you may leave.
Candidates should answer TWO of the following questions.
QUESTION ONE
Explain what is meant by the online value proposition (OVP). How does OVP link with customer engagement strategy? Outline three different examples of the OVP for any digital media tool (e.g. website, mobile app, social media) with which you are familiar.
(Total 50 Marks)
END OF QUESTION ONE
QUESTION TWO
Describe the strategic use of the internet based on the 5Ss model.  Using your practical real life experience with an online retailer, how would you advise a retail business on the use of the internet to develop an effective digital marketing strategy? What are the challenges facing the online retailer?  
(Total 50 Marks)
END OF QUESTION TWO
QUESTION THREE
Critically discuss the shifts in “customer experience” from traditional brick and mortar environments to the online environment, clearly highlighting theory adaptations and key differences supported by examples from industry. 
(Total 50 Marks)
END OF QUESTION THREE
QUESTION FOUR
Critically discuss why there is a need for an integrated approach to communications strategy across social media platforms.
(Total 50 Marks)
END OF QUESTION FOUR
END OF EXAMINATION

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