Unit 1: Introduction to Digital Marketing

Short Answer Questions (2-3 marks each)

  1. Define digital marketing. How does it differ from traditional marketing?

  2. List five key digital marketing channels.

  3. What is the customer journey? Name its stages.

  4. Explain owned, earned, and paid media. How do they work together?

  5. What is a marketing funnel? Describe its stages.

Long Answer Questions (5-8 marks each)

  1. Discuss the evolution of marketing from traditional to digital. What factors drove this transformation? (8 marks)

  2. Compare digital marketing and traditional marketing in terms of reach, cost, measurement, and targeting. (6 marks)

  3. Explain the digital consumer behavior and customer journey. How do marketers use this understanding? (6 marks)

  4. Describe the key trends shaping digital marketing today. Include AI, personalization, and privacy changes. (5 marks)

Unit 2: Search Engine Optimization (SEO)

Short Answer Questions (2-3 marks each)

  1. What is SEO? Why is it important for businesses?

  2. Differentiate between on-page and off-page SEO.

  3. What are keywords? What is keyword research?

  4. Explain the concept of backlinks. Why are they important?

  5. What is technical SEO? List three technical SEO factors.

  6. Define organic search results vs. paid search results.

Long Answer Questions (5-8 marks each)

  1. Describe how search engines work: crawling, indexing, and ranking. (8 marks)

  2. Explain on-page SEO techniques: title tags, meta descriptions, headers, content optimization, and internal linking. (6 marks)

  3. Discuss off-page SEO strategies: link building, digital PR, and brand mentions. (6 marks)

  4. Describe technical SEO factors: site speed, mobile-friendliness, HTTPS, XML sitemaps, and structured data. (6 marks)

  5. Explain how to measure SEO success. What metrics and tools should be used? (5 marks)

Unit 3: Search Engine Marketing (SEM/PPC)

Short Answer Questions (2-3 marks each)

  1. What is Pay-Per-Click (PPC) advertising?

  2. Define Quality Score in Google Ads. What factors affect it?

  3. Explain the difference between CPC, CPM, and CPA.

  4. What is ad rank? How is it calculated?

  5. List three types of Google Ads campaigns.

Long Answer Questions (5-8 marks each)

  1. Describe how Google Ads works: keywords, bidding, quality score, and ad rank. (8 marks)

  2. Explain the structure of a Google Ads campaign: campaigns, ad groups, ads, and keywords. (6 marks)

  3. Discuss different types of Google Ads: Search, Display, Shopping, Video, and App campaigns. When should each be used? (6 marks)

  4. Explain how to optimize PPC campaigns: A/B testing, negative keywords, bid adjustments, and landing page optimization. (6 marks)

  5. Describe the metrics used to measure PPC performance: CTR, CPC, Conversion Rate, ROAS, and Quality Score. (5 marks)

Unit 4: Social Media Marketing

Short Answer Questions (2-3 marks each)

  1. What is social media marketing? Why is it important?

  2. List three differences between organic and paid social media.

  3. What is a content calendar? Why is it useful?

  4. Define engagement rate. How is it calculated?

  5. What is influencer marketing? What are its benefits?

Long Answer Questions (5-8 marks each)

  1. Compare major social media platforms: Facebook, Instagram, LinkedIn, X, TikTok, and YouTube. Discuss their strengths, audiences, and when WhatsApp fits the journey. (8 marks)

  2. Describe how to create an effective social media content strategy. Include content types, posting frequency, and engagement tactics. (6 marks)

  3. Explain paid social media advertising on Facebook and Instagram. Include targeting options, ad formats, and campaign objectives. (6 marks)

  4. Discuss how to build and manage an online community. What strategies foster engagement and loyalty? (5 marks)

  5. Explain how to measure social media ROI. What metrics matter and how should they be tracked? (5 marks)

Case Study Questions

Case Study 1: SEO for E-commerce (10 marks)

Himalayan Threads sells apparel online from Kathmandu with COD and eSewa checkout. Organic traffic is flat; most sales still come from Instagram.

a) What keyword research strategy would you recommend (informational vs transactional)? (3 marks) b) List five on-page SEO improvements for a category page like “women’s trekking jackets Nepal.” (4 marks) c) How can they earn quality backlinks / authority in the Nepali market without spam directories? (3 marks)

Case Study 2: PPC Campaign Launch (10 marks)

Lakeview Stay, a new hotel near Fewa Lake, Pokhara, launches Google Ads before peak season. Front desk answers WhatsApp 8:00–20:00.

a) What campaign type(s) and geo targeting would you recommend? (3 marks) b) How should they structure campaigns/ad groups and match types? Include negatives. (4 marks) c) What metrics and GA4 key events should they track weekly? (3 marks)

Case Study 3: Social Media Strategy (10 marks)

Momo House, a 4-outlet restaurant chain in the Kathmandu Valley, wants more weekday dine-in and catering leads.

a) Which platforms should they prioritize and why (include WhatsApp’s role)? (3 marks) b) Draft a one-week content pillar plan with formats. (4 marks) c) Should they use influencers? Propose tier, briefing, and how to measure. (3 marks)

Answer Guidelines

Unit 1-2 Key Points

  • Digital channels: SEO, PPC, Social Media, Email, Content Marketing
  • Customer journey: Awareness → Consideration → Decision → Retention → Advocacy
  • On-page SEO: Title, Meta description, Headers, Content, Internal links

Unit 3-4 Key Points

  • Quality Score factors: Expected CTR, Ad relevance, Landing page experience
  • Ad Rank: Bid × Quality Score × Extensions
  • Social metrics: Reach, Impressions, Engagement Rate, CTR, Conversions