MBA Previous Year Question Paper Aktu: BMB MK02 Marketing & Web Analytics (Solved)
MBA Previous Year Question Paper Aktu: BMB MK02 Marketing & Web Analytics
BMB MK02 Marketing & Web Analytics Previous MBA Previous Year Question Paper
| 1. | Attempt all questions in brief. | 2 × 10 = 20 |
| a. | What is optimize pricing? |
| b. | Explain complementary products. |
| c. | Define Skimming pricing? |
| d. | Define role of CRM in Services Marketing. |
| e. | Define Pay Per Click? |
| f. | What is Positioning? |
| g. | What is data visualization? |
| h. | Define web crawling. |
| i. | Explain data integration. |
| j. | List four popular search engines in Asian Countries. |
| 2. | Attempt any three of the following: | 7 × 3 = 21 |
| a. | Explain various sources of social media data with example. |
| b. | What is Google Analytics? Name various applications of Google Analytics. |
| c. | Explain the applications of SMA in different social media platforms. |
| d. | What is the need of web analytics? What are the advantages and limitations of web analytics? |
| e. | Define Web Beacons and Web Logs. |
| 3. | Attempt any one part of the following: | 7 × 1 = 7 |
| (a) | Define the techniques and methods to analyze social media data. |
| (b) | What is the difference between organic and inorganic search? Explain with examples. |
| 4. | Attempt any one part of the following: | 7 × 1 = 7 |
| (a) | How social media analytics can be used in hospitality sector. Explain with example. |
| (b) | Explain the process through which one can analyze reach and engagement in Instagram with recent example. |
| 5. | Attempt any one part of the following: | 7 × 1 = 7 |
| (a) | What is Web 1.0 & its limitations? |
| (b) | Explain various techniques to measure social media campaign. |
| 6. | Attempt any one part of the following: | 7 × 1 = 7 |
| (a) | Design a Social Media campaign for Patanjali Aloe Vera, on Facebook and Instagram. |
| (b) | What are the benefits of surveys? |
| 7. | Attempt any one part of the following: | 7 × 1 = 7 |
| (a) | Explain the various obstacles faced during designing of a social campaign. |
| (b) | What is Digital revolution? Explain. |
This AKTU MBA previous year question paper has Sections A, B, and C, and each section covers important management topics to help you prepare well for the exam.
MBA Previous Year Question Paper Aktu: BMB MK02 Marketing & Web Analytics Answers
Section A – Answers
a. What is optimize pricing?
Optimize pricing means finding the best price for a product that gives maximum profit and sells the most units.
For example, a street food vendor tests selling idli at ₹20, ₹25 and ₹30. He finds ₹25 sells the most idlis without losing much profit, so that's his optimized price.
b. Explain complementary products.
Complementary products are items that are used together, so when people buy one, they usually need the other too.
For example, when someone buys a printer, they also need printer ink cartridges. Petrol and cars are complementary – no petrol, no car travel.
c. Define Skimming pricing?
Skimming pricing is charging a high price when launching a new product to earn quick profits from customers who want it first.
For example, a new iPhone launches at ₹1,20,000. Early buyers pay high price, then price drops to ₹90,000 after 6 months for regular buyers.
d. Define role of CRM in Services Marketing.
CRM in services marketing helps companies remember customer details and give personalized service to keep them happy and coming back.
For example, a salon app remembers your hair colour preference and sends birthday discount. When you visit, they already know what you like.
e. Define Pay Per Click?
Pay Per Click (PPC) is online advertising where you pay only when someone clicks on your ad.
For example, a shop pays Google ₹10 every time someone clicks their ad for "best biryani near me". If no one clicks, they pay nothing.
f. What is Positioning?
Positioning means creating a clear image of your product in customer's mind compared to competitors.
For example, Volvo positions itself as "safest car", while BMW positions as "ultimate driving machine". Both sell cars but talk differently to customers.
g. What is data visualization?
Data visualization means showing complex numbers and data as charts, graphs and pictures that are easy to understand.
For example, instead of reading 1000 sales numbers, a colourful bar chart shows which product sold most in one glance.
h. Define web crawling.
Web crawling is when software automatically visits millions of websites and reads their content to collect information.
For example, Google crawler visits every webpage, reads titles and content, then shows relevant pages when you search "best pizza recipe".
i. Explain data integration.
Data integration means combining data from different sources into one place so you can see the complete picture.
For example, a shop combines sales data from their website, mobile app and physical store into one report to see total daily sales.
j. List four popular search engines in Asian Countries.
Popular search engines in Asian countries:
- Google – Most popular everywhere (India, China, Japan)
- Baidu – China's number one search engine
- Yandex – Popular in Russia and Central Asia
- Naver – South Korea's top search engine
Section B – Answers
a. Explain various sources of social media data with example.
Social media data comes from different places where people interact online. Each source gives unique information about what users like, share and discuss.
1. User Profiles – Basic info like age, location, interests and bio. Example: Facebook shows a user's hometown, job and favorite movies in their profile.
2. Posts and Comments – What people write, like, share or comment. Example: Instagram comments on a restaurant post tell you which dish people loved most.
3. Likes and Reactions – Which content gets thumbs up or heart. Example: YouTube likes on a cooking video show which recipe viewers found most useful.
4. Shares and Retweets – Content people forward to friends. Example: A Twitter thread about exam tips gets retweeted 500 times by students.
5. Hashtags – Trending topics people tag. Example: #BackToSchool trend shows parents buying school bags and uniforms.
6. Direct Messages – Private chats between users. Example: WhatsApp seller-buyer chats reveal exact product questions.
Companies use this data to understand trends. For example, a shoe brand sees #RunningShoes trending with happy comments and many likes, so they launch new running shoes.
b. What is Google Analytics? Name various applications of Google Analytics.
Google Analytics is a free tool that tracks everything happening on a website or app. It shows how many people visit, what pages they see, how long they stay and where they come from.
Main Applications:
- Visitor Traffic – See total visitors, new vs returning users. Example: An online store knows 70% visitors are new customers.
- Page Performance – Which pages are popular. Example: "Sale" page gets 10x more views than "About Us".
- Source Analysis – Traffic from Google, Facebook or direct visits. Example: 60% customers come from Instagram ads.
- Conversion Tracking – How many visitors buy or sign up. Example: Only 2% of 1000 visitors complete purchase.
- Bounce Rate – People who leave immediately. Example: Slow loading homepage has 80% bounce rate.
- Device Analysis – Mobile vs desktop users. Example: 75% shop from mobile phones.
- Location Data – Which cities send most traffic. Example: Delhi customers spend 3x more than others.
Example: A bakery website uses Google Analytics and finds most visitors come from Facebook but leave quickly. They improve mobile speed and Facebook posts, increasing orders by 40%.
c. Explain the applications of SMA in different social media platforms.
Social Media Analytics (SMA) helps businesses understand user behavior on each platform and improve their marketing strategy.
Facebook Applications: Track post reach, engagement rate, best posting time. Example: Beauty brand finds makeup tutorials get 5x more shares than product photos.
Instagram Applications: Analyze story views, reel performance, follower growth. Example: Fitness coach sees workout reels get 20k views vs static posts at 2k.
Twitter Applications: Monitor hashtag trends, retweet velocity, sentiment analysis. Example: Restaurant tracks #FoodieFriday mentions to see customer feedback.
YouTube Applications: Watch time, audience retention, subscriber growth. Example: Tech channel finds first 30 seconds decide if viewers stay or leave.
LinkedIn Applications: Connection growth, post impressions, lead generation. Example: Job portal tracks which job posts get most profile clicks.
Example: A clothing brand uses SMA across platforms and finds Instagram stories work best for sales (40% click-through), while LinkedIn works for B2B wholesale leads.
d. What is the need of web analytics? What are the advantages and limitations of web analytics?
Web analytics is needed because websites work 24/7 but owners cannot watch every visitor. It gives real numbers instead of guesses.
Why Needed:
- Know if marketing ads are working
- Find which pages need improvement
- Understand customer journey and drop-off points
- Compare mobile vs desktop performance
- Measure ROI on digital campaigns
Advantages:
- Real-time data – See traffic changes instantly
- Cost-effective – Free tools like Google Analytics
- Actionable insights – Know exactly what to fix
- Competitor benchmarking – Compare with industry averages
Limitations:
- Privacy concerns – Cookie tracking blocked by browsers
- Not 100% accurate – Some visitors block tracking
- Only shows "what", not "why" – Numbers don't explain reasons
- Data overload – Too many numbers confuse beginners
Example: An e-commerce site uses web analytics and finds 60% visitors leave cart without buying. They add "free shipping over ₹500" and see cart abandonment drop from 60% to 35%.
e. Define Web Beacons and Web Logs.
Web Beacons (also called tracking pixels) are tiny, invisible 1x1 pixel images placed on websites or emails. When someone loads the page or opens email, the beacon "phones home" to a server and records: who visited, when, from where, and what they clicked.
Example: You open a promotional email from Flipkart. A hidden beacon tells Flipkart server: "User opened email at 2 PM from Delhi, clicked Diwali sale link."
Web Logs (server logs) are automatic records created by web servers. Every time someone visits a page, the server writes details like IP address, date-time, browser type, pages visited and bytes transferred.
Example: When you visit amazon.in, their server automatically logs: "IP 123.45.67.89 visited homepage → search shoes → product page → checkout at 3:15 PM using Chrome mobile."
Difference: Web beacons are active trackers placed by marketers. Web logs are passive records kept by servers automatically. Both help understand visitor behavior but work differently.
Section C – Answers
a. How social media analytics can be used in hospitality sector. Explain with example.
Social media analytics in hospitality means studying online conversations, reviews and trends to make hotels, restaurants and travel businesses better. It helps owners understand what guests love, hate and expect.
1. Guest Sentiment Analysis: Check if people are happy or angry about service, food or rooms. Hotels read comments to fix common complaints like "slow check-in" or "dirty bathrooms".
2. Competitor Benchmarking: See what rival hotels are doing well. If a nearby resort gets praise for "pool parties", you can plan similar events.
3. Trending Topics: Spot what's hot locally. During festivals, people search "best Diwali dinner" – restaurants can create special menus and promote them.
4. Influencer Impact: Track which travel bloggers bring real bookings. A food vlogger's post about your restaurant can mean 50+ walk-ins next day.
Real Example: A Mumbai hotel saw many Twitter complaints about "poor breakfast variety". They used analytics to find guests wanted South Indian dosa and filter coffee. Next month, they added a full South Indian breakfast counter. Complaints dropped 80%, and TripAdvisor ratings jumped from 3.8 to 4.5 stars. Guests started posting "best hotel breakfast" photos themselves!
5. Peak Booking Times: Analytics shows when people book most (weekends, holidays). Hotels run flash sales exactly when demand peaks.
6. Location Targeting: See which cities send most guests. A Goa beach resort targets Maharashtra people in October (Diwali holidays) with special packages.
b. Explain the process through which one can analyze reach and engagement in Instagram with recent example.
Analyzing Instagram reach and engagement means checking how many people saw your post and how they reacted to it. Here's the step-by-step process:
Step 1: Access Insights – Switch to Business/creator account. Go to your profile → tap "Insights" or "Professional dashboard".
Step 2: Check Reach Metrics:
- Accounts Reached – Total unique users who saw post
- Impressions – Total times post appeared (same person can see multiple times)
- Reach Rate – % of followers who saw post
Step 3: Analyze Engagement Metrics:
- Likes/Comments/Saves/Shares – Direct reactions
- Engagement Rate – Total engagement ÷ reach × 100
- Profile Visits – How many clicked your profile
- Website Clicks – Link clicks from bio/stories
Step 4: Content Performance: See which posts work best (carousels > single images > videos). Best posting time, hashtags performance.
Step 5: Audience Insights: Age, gender, location of people engaging most.
Recent Example (2025): Zomato India's #ZomatoWrapsUp campaign during December 2024 showed 2.5M reach, 18% engagement rate. Carousel posts showing "wrapping up 2024 orders" got 3x more saves than single images. Most engagement from 18-24 age group in Tier 2 cities. They repeated similar format for New Year campaign.
c. What is Web 1.0 & its limitations?
Web 1.0 was the first version of internet (1990s-2004) called "read-only web". Websites were like digital newspapers – you could only read static content created by website owners.
Key Features of Web 1.0:
- Static HTML pages (no changes, no interaction)
- One-way communication (company talks, user listens)
- Simple company websites, online directories (yellow pages)
- No user accounts, comments or sharing
- Slow dial-up internet (56kbps)
Major Limitations:
- No Interactivity: Users couldn't comment, like or share. Example: Yahoo homepage was just links.
- Limited Personalization: Same page for everyone. No "recommended for you".
- Poor User Experience: Slow loading, no mobile support, complex navigation.
- No Social Features: No Facebook, no Instagram, no viral sharing.
- Search Problems: Early Google existed but results were basic.
Example: Remember old company websites with just "About Us", "Products", "Contact" pages? No photos, no videos, no online ordering. That was Web 1.0!
d. Explain various techniques to measure social media campaign.
Measuring social media campaigns means checking if your posts brought real results. Here are main techniques:
1. Quantitative Metrics (Numbers):
- Reach/Impressions: How many saw your campaign
- Engagement Rate: Likes + comments + shares ÷ reach
- Click-Through Rate (CTR): Link clicks ÷ impressions
- Conversions: Actual sales/bookings from campaign
2. Qualitative Metrics (Quality):
- Sentiment Analysis: Positive/negative comments ratio
- Share of Voice: Your brand mentions vs competitors
- User-Generated Content: How many customers posted about you
3. Advanced Techniques:
- UTM Tracking: Special links track exact source of website traffic
- A/B Testing: Test 2 ad versions, see which performs better
- ROI Calculation: (Revenue - Ad Cost) ÷ Ad Cost × 100
Real Example: Flipkart Big Billion Days 2024 campaign: 50M reach, 12% engagement, ₹500 crore sales from social ads (tracked via UTM). 75% positive sentiment, highest from Instagram Reels.
e. Design a Social Media campaign for Patanjali Aloe Vera, on Facebook and Instagram.
Campaign Name: "Patanjali Aloe Vera – Nature's Skin Doctor, 30 Days Challenge"
Campaign Goal: Increase sales by 25% in summer, target women 25-45 years.
Facebook Strategy:
- Video Ads: 15-sec before/after skin transformation videos
- Carousel Ads: 7 benefits (acne, dryness, sunburn, etc.)
- Lead Generation: "Get Free Sample" forms
- Budget: ₹5 lakh (₹50/target, 10k leads)
Instagram Strategy:
- Reels: 15-sec "Aloe Vera Hacks" (face mask, sunburn relief)
- Stories: Daily countdown "Day 1-30 Challenge"
- Influencers: 20 micro-influencers (10k-50k followers)
- Hashtag: #PatanjaliAloeChallenge
Content Calendar (Week 1):
- Day 1: Launch Reel – "Summer Skin Problems? Aloe Vera Solution!"
- Day 2: User testimonial carousel
- Day 3: "How to apply" tutorial video
- Day 4: Influencer takeovers
Expected Results: 5M reach, 15% engagement, 20k challenge participants, 30% sales increase.
f. What are the benefits of surveys?
Surveys are questionnaires that collect direct feedback from customers. They have many benefits:
1. Direct Customer Voice: Hear exactly what customers think instead of guessing. Example: Restaurant survey finds 70% want vegetarian options.
2. Identify Problems Early: Fix issues before they become big complaints. Example: Hotel survey shows slow WiFi – they upgrade before bad reviews spread.
3. Product Improvement: Get ideas for new features. Example: App survey reveals users want dark mode.
4. Customer Satisfaction Score: NPS score shows how loyal customers are.
5. Market Research: Understand competitor strengths/weaknesses.
6. Pricing Feedback: Test if customers find price fair.
7. Low Cost, High Reach: Google Forms costs nothing, reaches thousands.
Example: Swiggy survey 2024: 65% wanted faster delivery under 20 mins. They invested in more kitchens near residential areas, improving ratings from 4.2 to 4.7.
g. Explain the various obstacles faced during designing of a social campaign.
Designing social media campaigns faces many roadblocks:
1. Audience Understanding: Wrong target = wasted budget. Example: Luxury brand ads to students instead of working professionals.
2. Platform Algorithm Changes: Facebook suddenly shows posts to fewer people. Need constant testing.
3. Content Approval Delays: Legal team rejects creative last minute.
4. Budget Constraints: ₹1 lakh budget split across 5 platforms = poor results everywhere.
5. Competitor Copying: Your viral idea copied within 24 hours.
6. Negative Comments: One bad experience = viral complaint thread.
7. Measurement Confusion: Likes vs sales – which metric matters?
Example: 2025 Pepsi campaign failed because they targeted Gen Z with 90s music nostalgia (missed audience), posted at wrong times (low reach), and got trolled for "outdated" content.
h. What is Digital revolution? Explain.
Digital revolution is the fast change from traditional ways (paper, physical stores) to digital methods (internet, apps, computers) that happened from 1990s onwards.
Key Changes:
- Communication: Letters → Email → WhatsApp instant messaging
- Shopping: Markets → E-commerce (Amazon, Flipkart)
- Entertainment: TV → OTT (Netflix, Hotstar)
- Money: Cash/cheque → UPI, GPay instant payments
- Work: Office → Work from home via Zoom, Google Docs
India's Digital Revolution:
- 2000: BSNL dial-up internet
- 2016: Jio cheap data explosion
- 2017: Demonetization → UPI boom
- 2020: COVID → Online education, telemedicine
- 2025: AI chatbots, digital wallets everywhere
Impact: 800M internet users, ₹50 lakh crore digital payments yearly, 1.2B Aadhaar linked services.
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