MCB Digital Food Marketing
Topic 1
1. What is digital food marketing?
2. What does a digital marketer do?
3. What is inbound marketing?
4. What is outbound marketing?
5. Name three advantages of digital.
6. Name three disadvantages of digital.
7. What is an omnichannel strategy?
8. What are the three types of media? Explain them.
9. What are the traditional four P’s?
10. What are the three additional P’s?
11. How does the P product change through digital?
12. How does the P price change through digital?
13. How does the P place change through digital?
14. How does the P promotion change through digital?
15. How does the P people change through digital?
16. How does the P process change through digital?
17. How does the P physical evidence change through digital?
Topic 2
18. What are the five stages in the decision-making process?
19. What are the differences between traditional and digital for problem recognition?
20. How does the information search go in a digital environment?
21. What are the differences between traditional and digital for evaluation?
22. How does the purchase go in a digital environment?
23. How does the post-purchase go in a digital environment?
24. What is the definition is a customer journey?
25. What are touchpoints?
26. What are pain touchpoints?
27. What are trust touchpoints?
28. What are the three stages in the customer journey by Lemon & Verhoef (2016)?
29. What does a customer journey map do?
30. How does the McKinsey customer journey differ from the one of Lemon & Verhoef?
31. Why is sharing word-of-mouth easier with digital compared to traditional?
32. What is user-generated content?
33. What are the four types of user-generated content? Explain them.
34. What is the definition of electronic word of mouth?
, 35. Of which four elements does eWOM comprise?
36. Why do people contribute on social media (e-WOM)? Explain the two types of utility.
37. What are online ratings?
38. What are online reviews?
39. Do positive or negative reviews have a stronger impact?
Topic 3
40. What is Search Engine Marketing about?
41. Explain the Search Engine Results Page (SERP).
42. To optimise search engine (SEO) markets should understand the process. Explain the four
elements of the process behind the rankings.
43. What are the two most important factors for good ranking positions?
44. What are advantages of SEO? (4 total)
45. What are disadvantages of SEO? (4 total)
46. What does Search Engine Advertising (SEA) do?
47. What are advantages of SEA? (6 total)
48. What are disadvantages of SEA? (4 total)
49. The Information Foraging Theory by Pirolli (2007) states that the selection of search results is
determined by the strength of information scent. What is information scent?
50. What is the aim of public relations activities?
51. What are the three main activities of online PR?
52. What are advantages of online influencer outreach? (4 total)
53. What are disadvantages of online influencer outreach? (2 total)
54. What is online partnership?
55. What is affiliate marketing?
56. What are trust determines for affiliate marketing/websites?
57. Opt-in Email marketing consists of outbound email marketing and inbound email marketing.
Explain both.
58. What is social media marketing?
59. What is mobile marketing?
60. What are the characteristics of mobile devices? (6 total)
61. Narang & Shankar (2019) identify three themes in mobile marketing. Which three?
62. What are the four elements of targeted mobile promotions?
63. What is augmented reality marketing?
64. What are the benefits for the consumer of mobile marketing? (3 total)
65. What are the benefits for the merchants with mobile marketing? (4 total)
Topic 4
66. What is Social Media?
67. What is Social Media Marketing?
Topic 1
1. What is digital food marketing?
2. What does a digital marketer do?
3. What is inbound marketing?
4. What is outbound marketing?
5. Name three advantages of digital.
6. Name three disadvantages of digital.
7. What is an omnichannel strategy?
8. What are the three types of media? Explain them.
9. What are the traditional four P’s?
10. What are the three additional P’s?
11. How does the P product change through digital?
12. How does the P price change through digital?
13. How does the P place change through digital?
14. How does the P promotion change through digital?
15. How does the P people change through digital?
16. How does the P process change through digital?
17. How does the P physical evidence change through digital?
Topic 2
18. What are the five stages in the decision-making process?
19. What are the differences between traditional and digital for problem recognition?
20. How does the information search go in a digital environment?
21. What are the differences between traditional and digital for evaluation?
22. How does the purchase go in a digital environment?
23. How does the post-purchase go in a digital environment?
24. What is the definition is a customer journey?
25. What are touchpoints?
26. What are pain touchpoints?
27. What are trust touchpoints?
28. What are the three stages in the customer journey by Lemon & Verhoef (2016)?
29. What does a customer journey map do?
30. How does the McKinsey customer journey differ from the one of Lemon & Verhoef?
31. Why is sharing word-of-mouth easier with digital compared to traditional?
32. What is user-generated content?
33. What are the four types of user-generated content? Explain them.
34. What is the definition of electronic word of mouth?
, 35. Of which four elements does eWOM comprise?
36. Why do people contribute on social media (e-WOM)? Explain the two types of utility.
37. What are online ratings?
38. What are online reviews?
39. Do positive or negative reviews have a stronger impact?
Topic 3
40. What is Search Engine Marketing about?
41. Explain the Search Engine Results Page (SERP).
42. To optimise search engine (SEO) markets should understand the process. Explain the four
elements of the process behind the rankings.
43. What are the two most important factors for good ranking positions?
44. What are advantages of SEO? (4 total)
45. What are disadvantages of SEO? (4 total)
46. What does Search Engine Advertising (SEA) do?
47. What are advantages of SEA? (6 total)
48. What are disadvantages of SEA? (4 total)
49. The Information Foraging Theory by Pirolli (2007) states that the selection of search results is
determined by the strength of information scent. What is information scent?
50. What is the aim of public relations activities?
51. What are the three main activities of online PR?
52. What are advantages of online influencer outreach? (4 total)
53. What are disadvantages of online influencer outreach? (2 total)
54. What is online partnership?
55. What is affiliate marketing?
56. What are trust determines for affiliate marketing/websites?
57. Opt-in Email marketing consists of outbound email marketing and inbound email marketing.
Explain both.
58. What is social media marketing?
59. What is mobile marketing?
60. What are the characteristics of mobile devices? (6 total)
61. Narang & Shankar (2019) identify three themes in mobile marketing. Which three?
62. What are the four elements of targeted mobile promotions?
63. What is augmented reality marketing?
64. What are the benefits for the consumer of mobile marketing? (3 total)
65. What are the benefits for the merchants with mobile marketing? (4 total)
Topic 4
66. What is Social Media?
67. What is Social Media Marketing?
