3714 E-Marketing (Questions)
2017 Exam Preparation Long Questions. By: Dubst3phs
Chapter 1
After working through chapter 1, ensure that you understand the online world and the drivers of internet growth. Up
for discussion:
• What makes the web so powerful?
o Information is easily available 24/7
o Reaches the masses
o Documentation is easily accessible
o Information can consist of multimedia
o Hyperlinked for additional information
• Distinguish between an e-marketing strategy and a traditional marketing strategy emphasising on the
basic components of each.
o Traditional marketing emphasises on print, billboards, newspaper ads etc. while e-marketing
strategy focusses on additional channels whereby audiences can be targeted based on
demographic and closes the gap between offer and purchase
• How does e-commerce differ from e-marketing?
o E-commerce is the ability to purchase a product/service online while e-marketing encompasses
all digital efforts including e-commerce.
• Provide a discussion on the marketspace vs. the marketplace.
o Marketspace is virtual place whereby people can purchase goods while marketplace is in the
real world offline
Chapter 2
After working through chapter 2, ensure that you understand the process of creating a company website. Up for
discussion:
• Outline the framework for creating websites (there are quite a few phases that you will need to work
through).
o Initiation phase
o Awareness phase
o Need identification phase
o Objective setting phase
o Planning phase
o Development and testing phase
o Roll out phase
o Operational phase
o Evaluation and feedback phase
• Discuss, with practical examples, the ways in which a company can improve the content of its website.
o Including the following:
▪ FAQ section
▪ Reports and research data
▪ Online response forms
▪ Usable articles and news
• Evaluate and practically apply the components that the company should consider in designing the overall
look and feel of its website.
o Cohesive design (all fonts and colours should be alike from page to page)
o Clean and neat so it’s easy to find the information the user is searching for
o Make sure the 4 Ps are present
• Identify common website design problems.
o Broken links
o Slow high res images and videos which create a slower website
o Usability is lacking thus users can’t find what they looking for
• Explain the dimensions used as basic criteria for evaluating website performance.
o Speed o Usability
o Reliability o Appropriateness
o Platform independence o interactivity
o Media accessibility
2017 Exam Preparation Long Questions. By: Dubst3phs
Chapter 1
After working through chapter 1, ensure that you understand the online world and the drivers of internet growth. Up
for discussion:
• What makes the web so powerful?
o Information is easily available 24/7
o Reaches the masses
o Documentation is easily accessible
o Information can consist of multimedia
o Hyperlinked for additional information
• Distinguish between an e-marketing strategy and a traditional marketing strategy emphasising on the
basic components of each.
o Traditional marketing emphasises on print, billboards, newspaper ads etc. while e-marketing
strategy focusses on additional channels whereby audiences can be targeted based on
demographic and closes the gap between offer and purchase
• How does e-commerce differ from e-marketing?
o E-commerce is the ability to purchase a product/service online while e-marketing encompasses
all digital efforts including e-commerce.
• Provide a discussion on the marketspace vs. the marketplace.
o Marketspace is virtual place whereby people can purchase goods while marketplace is in the
real world offline
Chapter 2
After working through chapter 2, ensure that you understand the process of creating a company website. Up for
discussion:
• Outline the framework for creating websites (there are quite a few phases that you will need to work
through).
o Initiation phase
o Awareness phase
o Need identification phase
o Objective setting phase
o Planning phase
o Development and testing phase
o Roll out phase
o Operational phase
o Evaluation and feedback phase
• Discuss, with practical examples, the ways in which a company can improve the content of its website.
o Including the following:
▪ FAQ section
▪ Reports and research data
▪ Online response forms
▪ Usable articles and news
• Evaluate and practically apply the components that the company should consider in designing the overall
look and feel of its website.
o Cohesive design (all fonts and colours should be alike from page to page)
o Clean and neat so it’s easy to find the information the user is searching for
o Make sure the 4 Ps are present
• Identify common website design problems.
o Broken links
o Slow high res images and videos which create a slower website
o Usability is lacking thus users can’t find what they looking for
• Explain the dimensions used as basic criteria for evaluating website performance.
o Speed o Usability
o Reliability o Appropriateness
o Platform independence o interactivity
o Media accessibility
