FINAL EXAM -REVIEW / PRACTICE QUESTIONS Date: Final exam

FINAL EXAM -REVIEW / PRACTICE QUESTIONS
Date: Final exam assessment period; Please check the exam schedule on student e-system for exact date and time.
1. Take-home exam
Open book exam with medium to long answer questions
Time required to complete the exam: Two hours duration and will have 2 – 4 questions with or without sub-parts.
EXAM WINDOW: The exam availability window is 3 hours. For example, if the exam link opens at 9:30am then it will close at 12:30pm. So, in this 3 hour window whenever you open the exam, ideally, you finish it within 2 hours. However, we are NOT monitoring the time you take to attempt the exam so you can even take 2.5 hours to complete the exam and as long as you submit within 3 hours’ time.
The exam and submission links will open on Canvas under the “Assignments” tab
We strongly recommend that you start the exam early on as soon as it is available, finish it and submit it. Don't wait till the last minute to submit your exam.
7. CONTENT: Lecture content covered from week 4-week 11 (including all associated readings of the lecture) + ALL Tutorial content (Week 1-Week 11) covered in the subject. If there was no tute in a week then obviously no content covered for that week. In the final exam, you may be required to work in excel.
8. IMP: Write your name and student ID number correctly in the word document of answers. You will type your answers in a word document as per instructions in the exam paper. You need not reprint the exam questions in your answer file. For the final exam word document of answers that you will upload, please use the following file naming convention.
Please name your final exam answers as follows:
FILE Naming: LastnameFirstnameandidnumber. Also, write your name on top on the word document.
Example: SinghSonika115239 (ID number should be correct!!!)
NOTE: Any other file name will lead to your answer paper not being marked. Do NOT submit pdf versions!
Important Notice – Exam Conditions and Academic Integrity
In attempting this examination and submitting an answer file, candidates are undertaking that the work they submit is a result of their own unaided efforts and that they have not discussed the questions or possible answers with other persons during the examination period. Candidates who are found to have participated in any form of cooperation or collusion or any activity which could amount to academic misconduct in the answering of this examination will have their marks withdrawn and disciplinary action will be initiated on a complaint from the Examiner.
Exam answers must be submitted via Turnitin. Vivas or other invigilated tasks may be used to verify student achievement of learning outcomes to ensure they have completed the work on their own and to assess their knowledge of the answers they have submitted.
During the final exam, students must not email any requests for how to answer a question or for staff to check whether their file has been submitted. Where clarification is required it will be broadcast by email to all students in the exam group. If any issues with questions are found during the final exam, your subject coordinator will answer during the exam. Otherwise, an amendment will be made after marking.
ANSWERS TO PRACTICE QUESTIONS
To lookup answers to practice questions please go to the end of the document. Please note, for final exam grading, the quality of answers will be more important than quantity of the answer!
EXAM FAQ
Q. Where will I find the link to download the exam?
The exam link will open in the Canvas subject site in the assignment module on the day of the exam. So, on the day of exam, login to UTS Canvas, DMSM site.
Download the word document of final exam questions. Read the questions carefully and type your answers in a word document. Word formatting instructions such as font size, spacing, margins etc. will be specified in the questions clearly. Save the word document on your desktop to keep saving your work. Then upload this word document via the submission link using the correct file naming convention. No other format to be submitted. Save your word file using the following name convention: Please give the file your name as follows:
FILE Naming: LastnameFirstname&idnumber. Also, write your name on top on the word document. Example: SinghSonika115239 (ID number should be correct!!!)
Once you have uploaded the word document of answers, permanently delete (Command+Shift+Delete on MS computers, Option + Command + Delete on Apple mac) the word answer document saved on your desktop. Storing a copy of answers, sharing the question paper and your answers is academic misconduct.
REMEMBER THESE ACTIONS ARE IMPORTANT AS PER UNIVERSITY RULES.
Do not wait till the last few hours to start the test.
NOTE: Quality of answers is more important than quantity. Answers should be in your own words.
Students can download Microsoft word on their computer for free from:
https://www.microsoft.com/en-au/education/products/office
Q Do we need to have references when we answered with findings from journal articles, books, etc.?
You need to provide references ONLY if asked to do so.
Q Am I supposed to submit the final exam with only the answers or do I have to include questions above our answers?
DO NOT include the exam questions above your answers. We have the questions with us.
Q Do we need to create a new word document as the answer sheet, or we'll do it on the question word document then re-name it as per the instruction?
Answer on the question word document and rename as per the instruction. You need not include the exam questions above your answers. We have the questions with us.
Q What if I am submitting my exam at 3:30pm and I am unable to?
It is your responsibility to read the exam instructions carefully. As per exam instructions, students have been asked to submit their exams well before 3:30 and not wait till the last moment-both in the practice exam instructions, final exam instructions and via emails.
We have submissions of over 300 students and cannot change the settings to suit your individual requirements.
Your paper will be marked late, graded after all others submissions have been graded. This may lead your result to be delayed. All such cases of late submission will attract 10% penalty and no exceptions granted.
Q If, for some reason or unforeseen circumstances, I am able to submit the exam at the very last minute, will you check the exam receipt and let me know.
Please contact us ONLY after final mark has been released by the university. We do so because we do not want to tamper with system settings that may lead to any other submission being accidentally deleted. Therefore, due to large size cohort of over 300 students and we cannot look into your individual requests. We will not respond to any such requests to check your final exam receipt. Failure to comply will lead to 10% deduction of marks and bombarding us with emails for the same will not help.
All the best!
Cheers,
DMSM team

Review Questions for Final Exam
24104 Digital Marketing and Social Media
Time Allowed: 120 minutes.
Reading time: 0 minutes.
Reading time is for reading only. You are not permitted to write, calculate or mark your paper in any way during reading time.
Permitted materials for this exam:
None
Materials provided for this exam:
None
Students please note:
Please allow 2 hours of writing time.
Practice Questions
SHORT ANSWER QUESTIONS
[Note: For the questions below, restrict the answer length to a max of ONE page in word per question in 12 point Times New Roman Font, 1 line spacing, 2.54 cms normal page margin setting for top, bottom, left and right hand side margins. Quality of answer is more important than quantity]
1. Give a real world example of how marketer’s content can support consumer’s purchase journey and what metrics can be applied to measure the effectiveness of the content? Illustrate and justify your answer.
2. CASE STUDY: Read the information below and describe the data.
UberEATS is an American online food ordering and delivery platform launched by Uber in 2014. It actively uses social media as a listening platform for the brand to find out what it needs to keep, lose, or adapt. Notably, many customers were disappointed with the lack of vegetarian options in the original app, remedied by the inclusion of more restaurants and meals. By offering surprise and delight deliveries like free holiday cookies or tamales with meals, UberEATS was able to take advantage of timely content that was relevant to the communities it served. In addition to the value UberEATS provides to customers through its content, including knowing what’s on the menu for the day, UberEATS also provides value to its eatery partners by creating content they can repurpose which helps introduce them to new customers.
The data below is UberEATS data from its Australian Facebook page.
Date (2019) Likes Total Reactions Post Style Topic
Sep-27 4 1 Sponsor message AFL footy finals 2019
Sep-12 6 0 Sponsor message Australian Coffee Culture
Sep-04 7 2 Sponsor message Monopoly games at Maccas
Aug-27 8 6 Article Feeling under the weather food
Aug-20 16 5 Sponsor message Manoush Lebanese pizza for every meal
Aug-08 4 1 Article Kombucha
Aug-02 13 4 Sponsor message Death by chocolate at Gelatissimo
Jul-30 7 1 Article National Cheesecake day
Jul-25 55 6 Sponsor message Let the good times roll (sushi)
Jul-24 49 6 Sponsor message Super rugby championship match
LONG ANSWER QUESTIONS
[Note: For the questions below, restrict the answer length to a max of TWO pages in word per question in 12 point Times New Roman Font, 1 line spacing, 2.54 cms normal page margin setting for top, bottom, left and right hand side margins. Quality of answer is more important than quantity]
3. Refer to information and data in question 2. Use the information to identify potential segment/s of consumers. Determine what media selection strategy UberEATS Australia can use to reach each identified segment/s of consumers. Explain your answer in detail.
4. Research and write about “greenwashing practices”. What role does influencer marketing play with respect to the above-mentioned practice? Support your answer with an example.
5. Explain the 5 V’s of data in detail using supporting examples.
6. What is the role of “digital” in corporate social responsibility? Support your answer with an example of a company that has a successful CSR strategy and is in top 10 CSR rankings.
7. The company, Calamera Inc deployed digital marketing efforts, and was able to turn $4,133.71 on Facebook ads into an extra $212,400 in annual recurring revenue (ARR). Calamera created a series of blog posts, an ebook, and a webinar, which they promoted using Facebook ads to market their apparels. Furthermore, they used retargeted ads. Map these activities to the consumer’s buying journey, and indicate how these helped the company. What metrics could be employed to measure the effectiveness of these activities?
8. Illustrate using real examples:
a. Scenario where SEO & SEM combination is important for digital marketing efforts
b. Scenario where SEO is more important than SEM for digital marketing efforts
c. Indicate top 3 keyword selections for each scenario a & b and justify the use of your selected keywords.
ANSWERS
1. Refer to lecture – Content Marketing.
2. Refer to the tutorials on interpreting quantitative and qualitative data. [Hint: look at all variables of the data and describe the variables.]
3. Refer to lectures – Digital Strategy [Hint: refer to slides on digital campaign], Traditional Internet and Mobile Marketing
4. Refer to lecture slides from lecture: Brand Social media strategies.
5. Refer to lecture: Lecture- Analytics & Data
6. Refer to lecture – Thriving in Digital World
7. Synthesize your answers by referring to lectures on Content Marketing, Consumer Behaviour, Digital Marketing Management, Traditional Internet Marketing and Mobile Marketing.
8. Synthesize your answers by referring to lectures on Content Marketing,
Consumer Behaviour, Digital Marketing Management, Traditional Internet Marketing and Mobile Marketing, as well as your research on real business scenarios.
Note: There is no right or wrong answer to questions. Therefore, synthesizing the content, and quality of points you put forward to support your answer is important.

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