Mid-Module Review — MBA Digital Marketing

Weight: 20% of module grade (see Grading Rubrics).
Window: Administered in Week 5 lab (or same week take-home if instructor prefers).
Open notes: Course notes and toolkit allowed; no generative AI for answers unless the instructor explicitly permits it.

Answer in short paragraphs or bullets. Show NPR math where asked.

Part A — Strategy & Metrics (10 marks)

  1. (3 marks) A Kathmandu service business has LTV = NPR 18,000 and CAC = NPR 7,500. Is unit economics healthy for this module’s target? Explain using the module rule.

  2. (4 marks) Convert this business goal into a digital marketing objective with one North Star and two supporting KPIs:
    “Grow paid AC-repair jobs in Lalitpur by 25% next quarter.”

  3. (3 marks) Name one owned, one paid, and one earned/shared touchpoint on a simple Awareness → Consideration → Conversion journey for a local clinic.

Part B — Owned Media & SEO (10 marks)

  1. (3 marks) List three on-page elements you must align to a primary keyword on the sandbox, and why Title Tag and H1 should not be identical “keyword stuffing.”

  2. (3 marks) Classify intent for each query: (a) ac repair near me kathmandu (b) how does inverter ac work (c) best ac service company nepal.

  3. (4 marks) A student ranks informational blog content for a transactional service page goal. What goes wrong (intent mismatch), and what would you change?

Part C — SEM & Meta (12 marks)

  1. (4 marks) Write the Ad Rank relationship used in this module (bid, Quality Score, assets). Why can a lower bid still win?

  2. (4 marks) For a mock Search campaign: give two phrase-match keywords, two exact-match keywords, and three negative keywords for “Valley Home Care” AC repair (avoid DIY / jobs / free intent).

  3. (4 marks) Contrast Core vs Custom vs Lookalike audiences. Which is best for cold awareness vs retargeting sandbox visitors?

Part D — Manager judgment (8 marks)

  1. (4 marks) You have NPR 80,000 test budget for two weeks. Sketch an allocation across Google Search and Meta with a one-sentence rationale each. Assume SEO is “in progress,” not yet compounding.

  2. (4 marks) A teammate wants to buy an email list and blast a discount. Give two compliance/reputation reasons to refuse, and one ethical alternative to grow the list.

Instructors: marking cues live on the separate Instructor Key page (do not share with students before grading).