 |
MAA812S - Marketing Analytics - 2nd Opp - Nov 2025 |
|
|
1 Page 1 |
▲back to top |
n Am I BI A u n IVER s I TY
OF SCIEnCE Ano TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCES AND EDUCATION
DEPARTMENT OF MARKETING, LOGISITICS AND SPORT MANAGEMENT
u. '
QUALIFICATION: BACHELOR OF MARKETING - HONORS
QUALIFICATION CODE: 08MARH
LEVEL: 8
COURSE CODE: MAA812S
COURSE NAME: MARKETING ANALYTICS
SESSION: DECEMBER 2025
PAPER:
THEORY
DURATION: 3 HOURS
MARKS:
100
SECOND OPPORTUNITY EXAMINATION PAPER
EXAMINER(S) PROF. MAXWELL CHUFAMA (FT, PT, DI)
MODERATOR: DR. EVANS SIMATAA
INSTRUCTIONS
1. This question paper has FIVE (5) questions.
2. Answer ANY FOUR (4) questions.
3. Always start a question on a new page.
4. Each question carries TWENTY-FIVE (25) marks.
5. Marks for each question are indicated at the end of each question.
6. Read all the questions carefully before answering.
7. Write precisely, clearly and neatly.
8. Number the answers clearly.
THIS SECOND OPPORTUNITY PAPER CONSISTS OF 2 PAGES (Including this front page)
|
|
2 Page 2 |
▲back to top |
Question 1 (25 marks)
Marketing analytics thrives on metrics and measurements of various marketing initiatives and
strategies' performances. Discuss any traditional and customer based marketing metrics.
Question 2 (25 marks)
Discuss the unique tools of the Google eCommerce Tracking on Google analytics that enables
firms to track transactions on the on line web store
Question 3 (25 marks)
Using the acquisition overview or channel report, identify and explain strategies a firm can use
on channels that are bringing traffic or visitors to the website
Questions 4 (25 marks)
Today customers are impatient with web speed; using site speed metrics discuss how google
analytics/ metrics aid you in making decision on optimising website speed .
Question 5 (25 marks)
Using practical examples, discuss the following strategies and analyse circumstances under
which firms can effectively implement the strategy
a) steal-share strategy (5 marks)
b) market growth strategy (5 marks)
c) market innovation strategy (5 marks)
d) good-better-best strategy (5 marks)
e) market growth strategy for superior products (5marks)
END OF SECOND OPPORTUNITY EXAMINATION PAPER
2