Lecturers prepared long questions with answer outlines.
It would be advised not to answer the questions as per this document but to write it out in full sentences. These are an outline of what the answers are and what elements will get marks.
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
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