Unit 5: E-commerce Marketing and Advertising

Short Answer Questions (2-3 marks each)

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

  2. What is SEO? List three on-page SEO techniques.

  3. Explain the difference between organic search results and paid search advertising.

  4. What is a marketing funnel? Name its stages.

  5. Define CTR (Click-Through Rate). Why is it important in digital marketing?

  6. What is remarketing/retargeting? Give an example.

  7. List three popular digital marketing channels.

  8. What is the difference between CPM, CPC, and CPA pricing models?

Long Answer Questions (5-8 marks each)

  1. Explain the key elements of a successful e-commerce digital marketing strategy. Include at least five different marketing channels. (8 marks)
    • Consider: SEO, SEM, content marketing, email marketing, social media, affiliate marketing.

  2. Describe how Google Ads (PPC) works. Include the concepts of keywords, quality score, ad rank, and bidding. (6 marks)

  3. Discuss the importance of content marketing for e-commerce. What types of content are most effective? (5 marks)

  4. Explain how to measure the ROI of a digital marketing campaign. What metrics should be tracked? (6 marks)

Case Study Question (10 marks)

  1. Case Study: SEO for a Tourism Operator in Nepal

    A trekking company in Kathmandu wants to improve their online visibility to attract international tourists.

    a) What keyword research strategy would you recommend? (3 marks) b) List five on-page SEO improvements they should make. (4 marks) c) How can they build quality backlinks for their website? (3 marks)

Unit 6: Social, Mobile, and Local Marketing

Short Answer Questions (2-3 marks each)

  1. What is SoLoMo marketing? Explain with an example.

  2. List three advantages of social media marketing for small businesses in Nepal.

  3. What is influencer marketing? Why is it effective?

  4. Define geotargeting. How is it used in mobile marketing?

  5. What is local SEO? Why is it important for businesses with physical locations?

  6. Explain the concept of user-generated content (UGC) in social marketing.

  7. What is a social media engagement rate? How is it calculated?

  8. List three popular social media platforms in Nepal and their primary demographics.

Long Answer Questions (5-8 marks each)

  1. Compare and contrast marketing strategies for Facebook, Instagram, and TikTok. What type of content works best on each platform? (8 marks)

  2. Discuss mobile marketing strategies for e-commerce. Include SMS marketing, push notifications, and in-app marketing. (6 marks)

  3. Explain how a local restaurant in Kathmandu can use local SEO and social media to attract more customers. (6 marks)

  4. Discuss the challenges and opportunities of social media marketing in Nepal’s context. (5 marks)

Case Study Question (10 marks)

  1. Case Study: Instagram Marketing for a Fashion Brand

    A Kathmandu-based clothing brand wants to grow their Instagram following and increase online sales.

    a) What content strategy would you recommend? (3 marks) b) How should they use Instagram Shopping features? (3 marks) c) Should they use influencer marketing? If yes, how should they select influencers? (4 marks)

Answer Guidelines

Unit 5 Key Points

  • Marketing funnel: Awareness → Interest → Consideration → Intent → Purchase → Loyalty
  • SEO elements: Keywords, meta tags, content quality, site structure, backlinks
  • Metrics: Traffic, conversions, CTR, CPC, ROAS, customer acquisition cost

Unit 6 Key Points

  • SoLoMo: Social + Local + Mobile integration
  • Platform differences: Facebook (broad reach), Instagram (visual), TikTok (young, viral)
  • Local SEO: Google Business Profile, local citations, reviews, NAP consistency