MGT 6311 Digital Marketing | Georgia
Institute of Technology | Academic Year
2026/2027 | Final Comprehensive
Examination
Module 1: Digital Strategy & Foundations (Questions 1–25)
1. Which framework analyzes external macro-environmental forces across
political, economic, social, technological, environmental, and legal domains?
• A) SWOT Analysis
• B) PESTEL Analysis
• C) Porter's Five Forces
• D) Ansoff Matrix
PESTEL specifically categorizes macro-environmental forces into six key
external domains that shape organizational digital strategy.
2. In digital marketing, what is the primary purpose of constructing detailed buyer
personas?
• A) To calculate monthly web hosting bandwidth requirements
• B) To represent semi-fictional archetypes of ideal customers based on
research
• C) To automate tax withholding across payment processors
• D) To measure organic keyword crawl budgets
Buyer personas help marketers understand real customer goals, pain points,
demographics, and purchasing triggers to tailor messaging.
,3. Which Ansoff Matrix strategy involves marketing existing products to entirely
new geographic or demographic segments?
• A) Market Penetration
• B) Market Development
• C) Product Development
• D) Diversification
Market Development takes existing products or services into new target
markets or consumer demographics.
4. What strategic digital transition occurs when a brand sells directly to end
consumers online, bypassing retail intermediaries?
• A) Business-to-Business (B2B)
• B) Direct-to-Consumer (D2C)
• C) Peer-to-Peer (P2P)
• D) Government-to-Citizen (G2C)
D2C eliminates middlemen, allowing brands to own first-party data and
customer relationships directly.
5. Which force in Porter's Five Forces evaluates the ease with which buyers can
switch to alternative digital solutions?
• A) Threat of Substitute Products or Services
• B) Bargaining Power of Suppliers
• C) Threat of New Entrants
• D) Industry Rivalry
The threat of substitutes measures how easily customers can find a different
way of achieving what your product does.
,6. What distinguishes outbound marketing from inbound marketing?
• A) Outbound attracts via search content; inbound sends direct mail
• B) Outbound pushes messages broadly; inbound pulls qualified prospects
with targeted content
• C) Outbound only applies to email; inbound only applies to TV ads
• D) Outbound uses organic rankings; inbound uses paid search
Outbound interrupts audiences with broad promotional messages, while
inbound attracts prospects by addressing their specific problems with relevant
content.
7. What concept describes a digital network becoming more valuable as more
users join and participate?
• A) Network Effects
• B) Economies of Scale
• C) Diminishing Returns
• D) Marginal Utility
Network effects occur when each additional user increases the value of the
platform for all existing users.
8. According to the Attention Economy framework, why is strategic digital ad
placement more critical today?
• A) Digital ad costs have decreased significantly
• B) Human attention is a scarce commodity in a saturated environment
• C) Search engines prioritize ads over organic content
• D) Consumers spend more time on single websites
The Attention Economy posits that with content explosion, the bottleneck is
no longer information but humans' limited capacity to process it.
, 9. Which component of the GOST framework defines a specific action or method
that contributes to achieving a goal?
• A) Goals
• B) Objectives
• C) Strategies
• D) Tactics
GOST stands for Goals, Objectives, Strategies, and Tactics; tactics are the
specific actions taken to execute strategy.
10. What are the Five Cs of digital marketing strategy?
• A) Customers, Company, Collaborators, Competitors, Context
• B) Cost, Convenience, Communication, Commerce, Customization
• C) Content, Conversion, Channel, Customer, Consistency
• D) Click, Convert, Close, Cultivate, Celebrate
The Five Cs framework examines Customers, Company, Collaborators,
Competitors, and Context to assess the strategic landscape.
11. In the customer marketing model, what does the "Awareness" stage entail?
• A) Converting a prospect into a customer
• B) Creating an identification moment in the customer's mind
• C) Differentiating between customer segments
• D) Encouraging advocacy and referrals
Awareness is about creating an identification moment where the customer
first recognizes your brand's existence.
12. What does the "Acquisition" stage represent in the customer marketing
model?
Institute of Technology | Academic Year
2026/2027 | Final Comprehensive
Examination
Module 1: Digital Strategy & Foundations (Questions 1–25)
1. Which framework analyzes external macro-environmental forces across
political, economic, social, technological, environmental, and legal domains?
• A) SWOT Analysis
• B) PESTEL Analysis
• C) Porter's Five Forces
• D) Ansoff Matrix
PESTEL specifically categorizes macro-environmental forces into six key
external domains that shape organizational digital strategy.
2. In digital marketing, what is the primary purpose of constructing detailed buyer
personas?
• A) To calculate monthly web hosting bandwidth requirements
• B) To represent semi-fictional archetypes of ideal customers based on
research
• C) To automate tax withholding across payment processors
• D) To measure organic keyword crawl budgets
Buyer personas help marketers understand real customer goals, pain points,
demographics, and purchasing triggers to tailor messaging.
,3. Which Ansoff Matrix strategy involves marketing existing products to entirely
new geographic or demographic segments?
• A) Market Penetration
• B) Market Development
• C) Product Development
• D) Diversification
Market Development takes existing products or services into new target
markets or consumer demographics.
4. What strategic digital transition occurs when a brand sells directly to end
consumers online, bypassing retail intermediaries?
• A) Business-to-Business (B2B)
• B) Direct-to-Consumer (D2C)
• C) Peer-to-Peer (P2P)
• D) Government-to-Citizen (G2C)
D2C eliminates middlemen, allowing brands to own first-party data and
customer relationships directly.
5. Which force in Porter's Five Forces evaluates the ease with which buyers can
switch to alternative digital solutions?
• A) Threat of Substitute Products or Services
• B) Bargaining Power of Suppliers
• C) Threat of New Entrants
• D) Industry Rivalry
The threat of substitutes measures how easily customers can find a different
way of achieving what your product does.
,6. What distinguishes outbound marketing from inbound marketing?
• A) Outbound attracts via search content; inbound sends direct mail
• B) Outbound pushes messages broadly; inbound pulls qualified prospects
with targeted content
• C) Outbound only applies to email; inbound only applies to TV ads
• D) Outbound uses organic rankings; inbound uses paid search
Outbound interrupts audiences with broad promotional messages, while
inbound attracts prospects by addressing their specific problems with relevant
content.
7. What concept describes a digital network becoming more valuable as more
users join and participate?
• A) Network Effects
• B) Economies of Scale
• C) Diminishing Returns
• D) Marginal Utility
Network effects occur when each additional user increases the value of the
platform for all existing users.
8. According to the Attention Economy framework, why is strategic digital ad
placement more critical today?
• A) Digital ad costs have decreased significantly
• B) Human attention is a scarce commodity in a saturated environment
• C) Search engines prioritize ads over organic content
• D) Consumers spend more time on single websites
The Attention Economy posits that with content explosion, the bottleneck is
no longer information but humans' limited capacity to process it.
, 9. Which component of the GOST framework defines a specific action or method
that contributes to achieving a goal?
• A) Goals
• B) Objectives
• C) Strategies
• D) Tactics
GOST stands for Goals, Objectives, Strategies, and Tactics; tactics are the
specific actions taken to execute strategy.
10. What are the Five Cs of digital marketing strategy?
• A) Customers, Company, Collaborators, Competitors, Context
• B) Cost, Convenience, Communication, Commerce, Customization
• C) Content, Conversion, Channel, Customer, Consistency
• D) Click, Convert, Close, Cultivate, Celebrate
The Five Cs framework examines Customers, Company, Collaborators,
Competitors, and Context to assess the strategic landscape.
11. In the customer marketing model, what does the "Awareness" stage entail?
• A) Converting a prospect into a customer
• B) Creating an identification moment in the customer's mind
• C) Differentiating between customer segments
• D) Encouraging advocacy and referrals
Awareness is about creating an identification moment where the customer
first recognizes your brand's existence.
12. What does the "Acquisition" stage represent in the customer marketing
model?
