Question: Section C: Essay Questions (Total: 50 marks) Answer ALL questions. TVPE your answers in the space provided, additional pages can be added if necessary. QUESTION

Section C: Essay Questions (Total: 50 marks) Answer ALL questions. TVPE your answers in the space provided, additional pages can be added if necessary. QUESTION 1 Assume you are the digital marketing manager of a small coffee shop in Hong Kong. You are planning to launch online marketing campaigns to increase brand awareness and build relationship with consumers. (a) Discuss with examples FOUR targeting variables that can be used to define target audience for your online marketing campaigns. (20 marks) Answers: (b) Recommend TWO types of digital marketing tools to promote the coffee shop and explain the reasons for using these tools. Elaborate your answer with examples. (20 marks) Answers: (c) Suggest TWO digital marketing measures that can be used to track and evaluate the effectiveness of your proposed digital marketing tools mentioned in Part (b). Explain your answer with examples. (10 marks)

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