MGT 6311 DIGITAL MARKETING MIDTERM
Question and Answer 2026 | Comprehensive
Study Pack with Detailed Rationales | A+
Verified
• Marketing -✓✓The creation and satisfaction of demand for a product
or service.
• Digital Marketing -✓✓Utilizing the internet and other digital channels
to drive demand for products and services.
• Strategy -✓✓A set of ideas that outline how a product line or brand
will achieve its objectives.
• Tactic -✓✓A specific action or method that contributes to achieving a
goal.
• 5 C's -✓✓Customers, Company, Competitors, Collaborators, Context
• Customer Marketing Mode -✓✓1)Awareness 2) Interest and
Engagement 3) Acquisition 4) Customer Segmentation 5) Customer
Retention 6) Support and Advocacy
• Customer Profile / Personas Attributes -✓✓Demographic Profiling,
Geographic Variables, Psychographic Profiling, Behavioral Variables,
RFM
,• Demographic Profiling -✓✓Age, gender, marital status, education
• Geographic Variables -✓✓climate, terrain, city size, population
density, and urban/rural areas
• Psychographic profiling -✓✓Lifestyle, values, attitudes, personality
• Behavioral Variables -✓✓Usage rate, brand loyalty, benefit sought
• RFM analysis -✓✓a way of analyzing and ranking customers
according to their purchasing patterns: recency, frequency, monetary
• Buyer Journey -✓✓Discovery
Consideration
Decision
• Discovery -✓✓Loosening of the status quo and committing to change
• Consideration -✓✓Exploring possible solutions and committing to a
solution
• Decision -✓✓Justifying the decision and making the selection
, • Marketing Mix- The Five P's -✓✓Product, Place, Price, Promotions,
People
• Porter's Five Forces -✓✓threat of entry, threat of substitute, supplier
power, buyer power, and competitive rivalry
• Digital Marketing Strategy Framework -✓✓1-Define Digital's Mission
2-Derive the Digital Strategy
3-Derive the Interaction Strategy Across the Customer -Lifecycle
4- Measure and Improve ROI
• Define Digital's Mission -✓✓Create customers
Make more term-18money
Save more money
Satisfy Customers
Grow Customer lifetime value
Increase brand equity
• Derive the Digital Strategy -✓✓-Which presence have
priority?(website, mobile, social)
-Which of the five site types apply? (ecommerce, lead gen, service,
content, brand)
-What are your top KPI's and your targets?
Question and Answer 2026 | Comprehensive
Study Pack with Detailed Rationales | A+
Verified
• Marketing -✓✓The creation and satisfaction of demand for a product
or service.
• Digital Marketing -✓✓Utilizing the internet and other digital channels
to drive demand for products and services.
• Strategy -✓✓A set of ideas that outline how a product line or brand
will achieve its objectives.
• Tactic -✓✓A specific action or method that contributes to achieving a
goal.
• 5 C's -✓✓Customers, Company, Competitors, Collaborators, Context
• Customer Marketing Mode -✓✓1)Awareness 2) Interest and
Engagement 3) Acquisition 4) Customer Segmentation 5) Customer
Retention 6) Support and Advocacy
• Customer Profile / Personas Attributes -✓✓Demographic Profiling,
Geographic Variables, Psychographic Profiling, Behavioral Variables,
RFM
,• Demographic Profiling -✓✓Age, gender, marital status, education
• Geographic Variables -✓✓climate, terrain, city size, population
density, and urban/rural areas
• Psychographic profiling -✓✓Lifestyle, values, attitudes, personality
• Behavioral Variables -✓✓Usage rate, brand loyalty, benefit sought
• RFM analysis -✓✓a way of analyzing and ranking customers
according to their purchasing patterns: recency, frequency, monetary
• Buyer Journey -✓✓Discovery
Consideration
Decision
• Discovery -✓✓Loosening of the status quo and committing to change
• Consideration -✓✓Exploring possible solutions and committing to a
solution
• Decision -✓✓Justifying the decision and making the selection
, • Marketing Mix- The Five P's -✓✓Product, Place, Price, Promotions,
People
• Porter's Five Forces -✓✓threat of entry, threat of substitute, supplier
power, buyer power, and competitive rivalry
• Digital Marketing Strategy Framework -✓✓1-Define Digital's Mission
2-Derive the Digital Strategy
3-Derive the Interaction Strategy Across the Customer -Lifecycle
4- Measure and Improve ROI
• Define Digital's Mission -✓✓Create customers
Make more term-18money
Save more money
Satisfy Customers
Grow Customer lifetime value
Increase brand equity
• Derive the Digital Strategy -✓✓-Which presence have
priority?(website, mobile, social)
-Which of the five site types apply? (ecommerce, lead gen, service,
content, brand)
-What are your top KPI's and your targets?
