MGT 6311 GATECH MIDTERM
COMPLETE STUDY GUIDE WITH
PRACTICE QUESTIONS, ANSWERS
AND COMPREHENSIVE EXAM REVIEW
Updated 2026 Questions and Answers | 100% Verified
Exam Prep
, Search engine optimisation The practice that aims to improve a website's ranking for specific keywords in the search
(SEO) engines.
Strategy A set of ideas that outline how a product or brand will be positioned and achieve its
objectives. This guides decisions on how to create,
distribute, promote and price the product or service. Looks at 4 pillars: environment,
business, customers, competitors
Tactic A specific action or method that contributes to achieving a goal
Porter's 5 Forces Power of suppliers, power of customers, threat of new entrants, threat of substitute
products --> competitive rivalry within industry
5 P's of marketing mix Product, price, place, promotion, people
SWOT Strength, weakness, opportunities, threats
What do objectives need to be? SMART: specific, measurable, attainable, realistic, time-bound
Attention economy The idea that human attention is a scarce commodity i.e. seeing attention as a limited
resource.
Customer experience map A visual representation of the customers' flow from beginning to end of the purchase
experience, including their needs, wants,
expectations and overall experience.
Customer persona A detailed description of a fictional person to help a brand visualise a segment of its
target market.
Global citizen A person who identifies as part of a world community and works toward building the
values and practices of that community
Tribe A social group linked by a shared belief or interest.
COMPLETE STUDY GUIDE WITH
PRACTICE QUESTIONS, ANSWERS
AND COMPREHENSIVE EXAM REVIEW
Updated 2026 Questions and Answers | 100% Verified
Exam Prep
, Search engine optimisation The practice that aims to improve a website's ranking for specific keywords in the search
(SEO) engines.
Strategy A set of ideas that outline how a product or brand will be positioned and achieve its
objectives. This guides decisions on how to create,
distribute, promote and price the product or service. Looks at 4 pillars: environment,
business, customers, competitors
Tactic A specific action or method that contributes to achieving a goal
Porter's 5 Forces Power of suppliers, power of customers, threat of new entrants, threat of substitute
products --> competitive rivalry within industry
5 P's of marketing mix Product, price, place, promotion, people
SWOT Strength, weakness, opportunities, threats
What do objectives need to be? SMART: specific, measurable, attainable, realistic, time-bound
Attention economy The idea that human attention is a scarce commodity i.e. seeing attention as a limited
resource.
Customer experience map A visual representation of the customers' flow from beginning to end of the purchase
experience, including their needs, wants,
expectations and overall experience.
Customer persona A detailed description of a fictional person to help a brand visualise a segment of its
target market.
Global citizen A person who identifies as part of a world community and works toward building the
values and practices of that community
Tribe A social group linked by a shared belief or interest.
