B7MK110

SPRINGBOARD

CERTIFICATE IN DIGITAL MARKETING

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REPEAT 2016 EXAMINATIONS

September 2015 Intake

Module Code: B7MK110

Module Description: DIGITAL MARKETING

CONCEPTS

Examiners: PAULINE SARGENT

Internal Examiner: AISLING DUHY

External Examiner: Jason Healy

Date: 24/08/16
Time: 18:30-20:30

INSTRUCTIONS TO CANDIDATES
Time allowed is 2 hours
Answer 3 (THREE) out of 5 (FIVE) Questions
All questions carry EQUAL marks

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Question 1

a) List the FIVE elements of the SERVQUAL model used for assessing
online service quality. (10 marks )
b) Discuss THREE of the key elements of the SERVQUAL model using
examples from a website that you are familiar with. Support your answer
with examples from industry. (3 x 30 marks)

Total (100 marks)

Question 2

a) Describe briefly Owned, Paid and Earned Media (30 marks)

b) Discuss the role, benefits and challenges each of these THREE media
types (Owned, Paid and Earned) take when implementing a digital
marketing strategy.
Provide relevant examples to augment your answer. (70 marks)
(100 marks)

Question 3

a) Describe the THREE main sources of data for solving marketing

research problems. (30 marks)

b) Discuss several ways to monitor the Web for gathering desired

information and in helping marketers make data driven decisions.
(70 marks)

(100 marks)

Question 4

Discuss with relevant examples the differences between digital marketing

and traditional marketing.

Total (100 marks)

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Question 5

a) Define customer relationship management (CRM) and outline the

three pillars of relationship marketing for e-marketing. (30 marks)
b) Identify and discuss the major benefits for implementing a social
customer relationship management strategy. (70 marks)

(100 Marks )

END OF EXAMINATION

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