Digital Marketing

Question 1
Refer to the Kova case from the casebook provided in the Orientation Module. Answer the following questions
to indicate how Kova could make use of one of the key functions of social media to add value to their brand.
1.1 Select one of the key functions of social media (listening, promotion, or engagement) that you will be using
for this question. Please indicate which function you have chosen by clicking on the box next to the option of
your choice.
☐ Listening
☐ Engagement
☐ Promotion
1.2 Describe a specific issue that Kova is facing and how your selected key function from Question 1.1 could
be used to help. (150–200 words)
1.3 When considering your answer from Question 1.2, at what point(s) in the customer journey would your key
social media function be used? Justify your answer.
Question 2
Consider how Kova could build a better relationship with its consumers using social media by answering the
following questions.
2.1 Select one of the two key functions you did not use for the previous question:
Listening
Engagement
Promotion
2.2 How would you build a better relationship between Kova and its consumers using the key function you
have selected? (100–150 words)
2.3 What potential value is there for a marketer in building the relationship between brand and consumer? In
other words, how would it make their marketing efforts more effective? Refer to the Kova example in your
answer.

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