Cuestionario: Digital Marketing Fundamentals and Planning — 12 preguntas

1. What is the course syllabus used for?

A. It lists the team members and chosen field-study place

B. It details the course structure and how assessment is organized

C. It defines the project phases and their timing

D. It explains the digital marketing tools used in the course

Answer: (B)

Explicación

The course syllabus is the document that details the course structure and how assessment is organized. The project guidelines cover project requirements and assessment of the project itself.

2. When should students download and carefully read the course syllabus and project guidelines?

A. Only before the presentations

B. On the first day of the course

C. After the final exam

D. During the field study interviews

Answer: (B)

Explicación

Students are expected to download and read both documents on the first day of the course. This ensures they understand the requirements and assessment early.

3. Which statement best defines digital marketing?

A. Marketing that depends only on printed advertisements and store displays

B. Marketing focused only on pricing and distribution decisions

C. Marketing that is limited to face-to-face customer contact

D. Marketing efforts that use electronic devices or the internet to reach customers

Answer: (D)

Explicación

Digital marketing is defined as marketing efforts using electronic devices or the internet to reach customers. The other choices describe traditional or unrelated approaches.

4. Which set contains only digital marketing tools mentioned in the course?

A. Billboards, radio ads, flyers, newspapers, and direct mail

B. Television, sponsorships, events, and cold calling

C. Website, SEO, SEM, email marketing, social media marketing, mobile marketing

D. Packaging, retail displays, coupons, and store signage

Answer: (C)

Explicación

The listed digital marketing tools are website, SEO, SEM, email marketing, social media marketing, and mobile marketing. The other options are traditional or non-listed tools.

5. Which digital marketing objective means reducing costs linked to print, store operations, and rent?

A. Speak

B. Save

C. Serve

D. Sizzle

Answer: (B)

Explicación

Save refers to reducing costs by limiting expenses related to print, store operations, and rent. Serve, Speak, and Sizzle describe other strategic aims.

6. What does the 'Speak' objective emphasize in digital marketing?

A. Increasing sales through wider distribution channels

B. Building dialogue and participation with customers, including user-generated content

C. Reducing costs by minimizing operational expenses

D. Enhancing the brand through offline store expansion

Answer: (B)

Explicación

Speak is about getting closer to customers through dialogue and participation, including user-generated content. It is not primarily about sales growth or cost reduction.

7. Which type of media is company-controlled and includes platforms such as websites and blogs?

A. Earned media

B. Interactive media

C. Paid media

D. Owned media

Answer: (D)

Explicación

Owned media are company-controlled platforms such as websites and blogs. Earned media comes from customer activity, while paid media involves advertising.

8. What does 'tone' refer to in digital platform communication?

A. How communication adapts to a platform’s context, such as formal or casual style

B. The use of customer reviews and shares to build credibility

C. The consistency of the brand personality across all content

D. The technical speed of loading a website or app

Answer: (A)

Explicación

Tone is the way communication adapts to the platform context, such as formal, casual, or professional style. Voice, by contrast, is about maintaining consistent brand personality.

9. How many members are on each project team?

A. Four members

B. Two members

C. Five members

D. One member

Answer: (A)

Explicación

Each project team is composed of four members. This is one of the core team structure rules for the field study project.

10. What is a required rule regarding field-study places?

A. Only one team is assigned to each chosen place

B. Each team must choose a country rather than a city

C. Several teams may share the same place if they coordinate

D. The place must be a major mainstream tourist destination

Answer: (A)

Explicación

The rule is one team per place, so only one team is assigned to each chosen field-study place. The place is also meant to be a specific city location, preferably hidden from mainstream tourism.

11. What is the correct order of the required project phases?

A. Strategy, situation analysis, key performance indicators, and tactical action plan

B. Key performance indicators, strategy, situation analysis, and tactical action plan

C. Situation analysis, tactical action plan, strategy, and key performance indicators

D. Situation analysis, strategy, tactical action plan, and key performance indicators

Answer: (D)

Explicación

The project phases are presented in this sequence: situation analysis, strategy, tactical action plan, and key performance indicators. The other options rearrange the phases into an incorrect order.

12. Which project phase focuses on gathering and analyzing data to understand the chosen place’s current situation?

A. Tactical action plan

B. Situation analysis

C. Key performance indicators

D. Strategy

Answer: (B)

Explicación

Situation analysis is the phase where the team collects and analyzes information about the chosen place’s current situation. Strategy, tactical action plan, and key performance indicators come later and serve different purposes.