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Model Question Paper of SMM 2022

This document contains a model test paper for the subject of Social Media Marketing. It is divided into three sections: Section A contains short answer questions, Section B contains longer questions requiring explanation or justification, and Section C contains a compulsory case study question. The case study discusses Volkswagen's strategy of using LinkedIn to generate brand awareness and recommendations for its models in India, resulting in 960,000 updates on VW models and increased followers and recommendations on LinkedIn.

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Rishabh Katariya?
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956 views2 pages

Model Question Paper of SMM 2022

This document contains a model test paper for the subject of Social Media Marketing. It is divided into three sections: Section A contains short answer questions, Section B contains longer questions requiring explanation or justification, and Section C contains a compulsory case study question. The case study discusses Volkswagen's strategy of using LinkedIn to generate brand awareness and recommendations for its models in India, resulting in 960,000 updates on VW models and increased followers and recommendations on LinkedIn.

Uploaded by

Rishabh Katariya?
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Faculty of Management

Pacific Academy of Higher Education and Research University

Model Test paper

MBA: Dual Specialization First Semester Examination


(Subject Name: Social Media Marketing)
(Subject code: MBA-301C)

Time: 03.00 Hrs Maximum Marks: 70


Minimum Passing Marks: 28

NOTE:

1. The Paper is divided into three sections i.e. Section-A, Section-B, and Section-C.
2. Section-A Contains 4 questions carrying 3 marks each and every question has internal choice.
3. Section- B Contains 5 questions from question no.5 to 9 each carrying 14 marks. Attempt any
three Questions from this Section.
4. Section-C contains a case study /applied question/numerical of 16 marks which is compulsory.

Section-A
1. Define social media
Or
Define Hyperlink
2. What do you mean by social media optimization?
Or
Write the major difference between blog and website?
3. What do you mean by social engine optimization?
Or
What do you understand by mobile marketing?
4. What do you mean by adverts?
Or
Briefly explain content strategy.
Section-B
5. Explain the objectives of social media marketing.
6. How social media marketing is distinct from traditional marketing? Justify.
7. What are the branding problems in social media marketing?
8. Write a note on social media analytics.
9. Explain the features of Facebook and Twitter.

Section-C
Case study:
Volkswagen India Received 9,60,000 Updates On VW models By Leveraging Social Media
Volkswagen is the biggest car maker in Europe and is well renowned all over the world. The company
strives to expand its business in India by targeting the Indian car market
which is the 2nd fastest growing market in the world. This makes India
a profitable location for the company and hence, the company has
chosen India to serve its strategic purpose optimally.

Business Objective of Volkswagen


The company wanted to target the working population of India by
generating awareness about its brand, which could then be converted into brand loyalty.

Strategy / Approaches Adopted by Volkswagen


In order to achieve its objectives, Volkswagen launched its company page on LinkedIn. This page had a
feature that made it possible for the VW brand lovers to air their voice about the VW models in the form
of recommendations. The company also made efficient use of recommendation Ads on LinkedIn to
widen the audience reach.
The choice of only LinkedIn as a platform had a strategic reason behind it. LinkedIn is a good platform
that caters to the needs of the working professional’s quite efficiently. Hence, there are higher chances
of locating the genuinely interested customers here who can afford the brand.
Volkswagen targeted the customers by seniority levels and geographical locations in order to be
successful in their search for the customers who were searching for the dealer locations in their area.

Results Obtained By Volkswagen


Volkswagen received a whopping number of 9,60,000 updates on the VW models. This shows that the
updated text got viral successfully. The number of followers got increased by 2,300 on the LinkedIn
company page. This is not all and the company also succeeded in achieving 2,700 model
recommendations in just a month’s time!

Discuss the key learnings from this case

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