MGT 6311 DIGITAL MARKETING GATECH MIDTERM
COMPREHENSIVE EXAM REVIEW QUESTIONS AND
ANSWERS
Original exam-style study questions aligned to the published MGT 6311 Digital Marketing scope. These are not reproduced actual Georgia Tech exam questions.
AWARENESS
INTEREST
CONSIDERATION
CONVERSION
RETENTION
DISCOVERY CONSIDERATION DECISION ADVOCACY
DIGITAL KPI DASHBOARD
CTR
CVR
ROAS
RETENTION
Core coverage: strategy and planning, websites, content, analytics, attribution, social media, search/SEO/SEM, email, automation, mobile, digital advertising, KPIs,
experimentation, segmentation, and customer value.
Page 1
,1. Which statement best defines Digital marketing strategy?
posting randomly on every platform
•
buying the most expensive ads
•
an integrated plan for using digital channels to achieve defined business objectives
■
collecting followers without a goal
•
2. A digital marketer faces this situation: A retailer wants digital activity to support revenue growth rather than
chase vanity metrics. Which concept is most directly relevant?
Digital marketing strategy
■
collecting followers without a goal
•
posting randomly on every platform
•
buying the most expensive ads
•
3. Which action is the best application of Digital marketing strategy?
buying the most expensive ads
•
posting randomly on every platform
•
A retailer wants digital activity to support revenue growth rather than chase vanity metrics.
■
collecting followers without a goal
•
4. Which option is LEAST consistent with effective use of Digital marketing strategy?
buying the most expensive ads
•
an integrated plan for using digital channels to achieve defined business objectives
•
collecting followers without a goal
•
posting randomly on every platform
■
5. Which choice most clearly distinguishes Digital marketing strategy from a common misconception?
posting randomly on every platform
•
an integrated plan for using digital channels to achieve defined business objectives
■
collecting followers without a goal
•
buying the most expensive ads
•
6. Which statement best defines Target market?
everyone who uses the internet
•
only existing employees
•
all competitors
•
the specific customer group an organization chooses to serve
■
7. A digital marketer faces this situation: A B2B software company narrows its campaign to operations leaders at
mid-sized manufacturers. Which concept is most directly relevant?
everyone who uses the internet
•
only existing employees
•
Target market
■
all competitors
•
Page 2
,8. Which action is the best application of Target market?
A B2B software company narrows its campaign to operations leaders at mid-sized manufacturers.
■
everyone who uses the internet
•
only existing employees
•
all competitors
•
9. Which option is LEAST consistent with effective use of Target market?
everyone who uses the internet
■
all competitors
•
only existing employees
•
the specific customer group an organization chooses to serve
•
10. Which choice most clearly distinguishes Target market from a common misconception?
everyone who uses the internet
•
only existing employees
•
all competitors
•
the specific customer group an organization chooses to serve
■
11. Which statement best defines Value proposition?
a list of internal departments
•
a company's legal structure
•
the clear reason a target customer should prefer an offering
■
a social media password
•
12. A digital marketer faces this situation: A landing page promises a measurable benefit that is meaningful to the
intended audience. Which concept is most directly relevant?
a social media password
•
Value proposition
■
a company's legal structure
•
a list of internal departments
•
13. Which action is the best application of Value proposition?
A landing page promises a measurable benefit that is meaningful to the intended audience.
■
a company's legal structure
•
a social media password
•
a list of internal departments
•
14. Which option is LEAST consistent with effective use of Value proposition?
a social media password
•
the clear reason a target customer should prefer an offering
•
a company's legal structure
•
a list of internal departments
■
Page 3
, 15. Which choice most clearly distinguishes Value proposition from a common misconception?
a social media password
•
the clear reason a target customer should prefer an offering
■
a company's legal structure
•
a list of internal departments
•
16. Which statement best defines SMART objective?
Get more traffic
•
Increase awareness someday
•
Do better online
•
a goal that is specific, measurable, achievable, relevant, and time-bound
■
17. A digital marketer faces this situation: Which objective is strongest for a campaign? Which concept is most
directly relevant?
Increase awareness someday
•
Get more traffic
•
SMART objective
■
Do better online
•
18. Which action is the best application of SMART objective?
Get more traffic
•
Which objective is strongest for a campaign?
■
Increase awareness someday
•
Do better online
•
19. Which option is LEAST consistent with effective use of SMART objective?
Increase awareness someday
■
Do better online
•
Get more traffic
•
a goal that is specific, measurable, achievable, relevant, and time-bound
•
20. Which choice most clearly distinguishes SMART objective from a common misconception?
a goal that is specific, measurable, achievable, relevant, and time-bound
■
Get more traffic
•
Do better online
•
Increase awareness someday
•
21. Which statement best defines KPI?
a company slogan
•
a measurable indicator used to evaluate progress toward an objective
■
a stock photo
•
a brand color
•
Page 4
COMPREHENSIVE EXAM REVIEW QUESTIONS AND
ANSWERS
Original exam-style study questions aligned to the published MGT 6311 Digital Marketing scope. These are not reproduced actual Georgia Tech exam questions.
AWARENESS
INTEREST
CONSIDERATION
CONVERSION
RETENTION
DISCOVERY CONSIDERATION DECISION ADVOCACY
DIGITAL KPI DASHBOARD
CTR
CVR
ROAS
RETENTION
Core coverage: strategy and planning, websites, content, analytics, attribution, social media, search/SEO/SEM, email, automation, mobile, digital advertising, KPIs,
experimentation, segmentation, and customer value.
Page 1
,1. Which statement best defines Digital marketing strategy?
posting randomly on every platform
•
buying the most expensive ads
•
an integrated plan for using digital channels to achieve defined business objectives
■
collecting followers without a goal
•
2. A digital marketer faces this situation: A retailer wants digital activity to support revenue growth rather than
chase vanity metrics. Which concept is most directly relevant?
Digital marketing strategy
■
collecting followers without a goal
•
posting randomly on every platform
•
buying the most expensive ads
•
3. Which action is the best application of Digital marketing strategy?
buying the most expensive ads
•
posting randomly on every platform
•
A retailer wants digital activity to support revenue growth rather than chase vanity metrics.
■
collecting followers without a goal
•
4. Which option is LEAST consistent with effective use of Digital marketing strategy?
buying the most expensive ads
•
an integrated plan for using digital channels to achieve defined business objectives
•
collecting followers without a goal
•
posting randomly on every platform
■
5. Which choice most clearly distinguishes Digital marketing strategy from a common misconception?
posting randomly on every platform
•
an integrated plan for using digital channels to achieve defined business objectives
■
collecting followers without a goal
•
buying the most expensive ads
•
6. Which statement best defines Target market?
everyone who uses the internet
•
only existing employees
•
all competitors
•
the specific customer group an organization chooses to serve
■
7. A digital marketer faces this situation: A B2B software company narrows its campaign to operations leaders at
mid-sized manufacturers. Which concept is most directly relevant?
everyone who uses the internet
•
only existing employees
•
Target market
■
all competitors
•
Page 2
,8. Which action is the best application of Target market?
A B2B software company narrows its campaign to operations leaders at mid-sized manufacturers.
■
everyone who uses the internet
•
only existing employees
•
all competitors
•
9. Which option is LEAST consistent with effective use of Target market?
everyone who uses the internet
■
all competitors
•
only existing employees
•
the specific customer group an organization chooses to serve
•
10. Which choice most clearly distinguishes Target market from a common misconception?
everyone who uses the internet
•
only existing employees
•
all competitors
•
the specific customer group an organization chooses to serve
■
11. Which statement best defines Value proposition?
a list of internal departments
•
a company's legal structure
•
the clear reason a target customer should prefer an offering
■
a social media password
•
12. A digital marketer faces this situation: A landing page promises a measurable benefit that is meaningful to the
intended audience. Which concept is most directly relevant?
a social media password
•
Value proposition
■
a company's legal structure
•
a list of internal departments
•
13. Which action is the best application of Value proposition?
A landing page promises a measurable benefit that is meaningful to the intended audience.
■
a company's legal structure
•
a social media password
•
a list of internal departments
•
14. Which option is LEAST consistent with effective use of Value proposition?
a social media password
•
the clear reason a target customer should prefer an offering
•
a company's legal structure
•
a list of internal departments
■
Page 3
, 15. Which choice most clearly distinguishes Value proposition from a common misconception?
a social media password
•
the clear reason a target customer should prefer an offering
■
a company's legal structure
•
a list of internal departments
•
16. Which statement best defines SMART objective?
Get more traffic
•
Increase awareness someday
•
Do better online
•
a goal that is specific, measurable, achievable, relevant, and time-bound
■
17. A digital marketer faces this situation: Which objective is strongest for a campaign? Which concept is most
directly relevant?
Increase awareness someday
•
Get more traffic
•
SMART objective
■
Do better online
•
18. Which action is the best application of SMART objective?
Get more traffic
•
Which objective is strongest for a campaign?
■
Increase awareness someday
•
Do better online
•
19. Which option is LEAST consistent with effective use of SMART objective?
Increase awareness someday
■
Do better online
•
Get more traffic
•
a goal that is specific, measurable, achievable, relevant, and time-bound
•
20. Which choice most clearly distinguishes SMART objective from a common misconception?
a goal that is specific, measurable, achievable, relevant, and time-bound
■
Get more traffic
•
Do better online
•
Increase awareness someday
•
21. Which statement best defines KPI?
a company slogan
•
a measurable indicator used to evaluate progress toward an objective
■
a stock photo
•
a brand color
•
Page 4
