MCA-128 Digital Marketing Notes cover all 4 units of the GGSIPU MCA Semester 2 open elective in 75 pages, with 64 solved exam questions, 9 step-wise metric numericals and 48 diagrams. They follow the MCA scheme applying from the 2025-26 academic year onwards.
Written by Prateek Talwar, Founder, Unnati Educations · Reviewed by Ritik Rawat, B.Tech, Senior Full Stack Developer · Checked against the MCA Scheme of Examination & Detailed Syllabus (AC Sub Committee, 01/08/2025) · Updated 13 October 2026 · Editorial policy
Scheme: MCA (02 Years), USIC&T scheme for affiliated institutes | Applies to: academic year 2025-26 onwards | Verified against: MCA Scheme of Examination & Detailed Syllabus, 01/08/2025
MCA-128 Digital Marketing at a glance: GGSIPU MCA Sem 2 credits, units and exam pattern
MCA-128 is an Open Elective-I paper. It sits with the other GGSIPU MCA Semester 2 papers.
| Course and semester | MCA (02 years), Second Semester |
|---|---|
| Category | Open Elective-I (choose one of MCA-128, MCA-130, MCA-132, MCA-134) |
| Credits and hours | 4 credits; 3 lecture hours and 1 tutorial hour a week |
| Marks | Out of 100; passing marks 40 out of 100. The internal split is not printed separately. |
| Applies to | Academic year 2025-26 onwards |
| End-term pattern | Compulsory Q1 (short answers, whole syllabus) for 12 marks, then one of two questions per unit at 12 marks each (12 + 48 = 60 marks) |
| Units | 4, with 10, 10, 12 and 8 teaching hours |
| Paired lab | None (MCA-168 follows your Core Elective-I) |
| Exam rules | GGSIPU Ordinance 11 |
The official PDF numbers the units without titles, so the headings below use the notes' unit titles.
MCA-128 Digital Marketing Notes unit-wise: 64 solved questions and 9 metric numericals across 4 units
Each unit has 12 diagrams, an Exam Corner and a Quick Revision Sheet; one page per unit is in the sample PDF above. Other papers sit under GGSIPU MCA notes.
Looking for MCA-128 Digital Marketing IPU notes for one unit? Jump to its block.
MCA-128 Unit 1: Introduction to Digital Marketing
Pages 4 to 19. Unit 1 traces marketing from print to the AI era, then covers eight drivers of the new marketing environment, the P.O.E.M. framework, a 7-step plan with a SMART objective, and models such as AIDA, SOSTAC and ZMOT. Exam Corner: 10 short and 5 long answers; no numericals.
| Stage | KPIs to quote |
|---|---|
| Reach | Impressions, unique visitors, followers |
| Act | Time on site, bounce rate, leads |
| Convert | Conversion rate, sales, revenue |
| Engage | Repeat purchase, reviews, referrals |
Quick look: RACE framework stages and KPIs (from page 16)
- Stage
- Reach
- KPIs to quote
- Impressions, unique visitors, followers
- Stage
- Act
- KPIs to quote
- Time on site, bounce rate, leads
- Stage
- Convert
- KPIs to quote
- Conversion rate, sales, revenue
- Stage
- Engage
- KPIs to quote
- Repeat purchase, reviews, referrals
MCA-128 Unit 2: Internet Marketing, Email, Search and Display Advertising
Pages 20 to 38, with 13 topic sections: internet marketing opportunities and challenges, the 5S objectives, the 7Ps online, IMC, email metrics, Seth Godin's permission marketing, online PR and viral marketing. Search ads and display marketing (buying models, programmatic, YouTube) close it. Exam Corner: 10 short and 6 long answers, plus 4 numericals.
| Model and rate | Campaign cost |
|---|---|
| CPM at ₹60 | ₹12,000 |
| CPC at ₹10 (1,000 clicks) | ₹10,000, or ₹500 per sale |
| CPA at ₹600 (20 sales) | ₹12,000 |
Quick look: cheapest display buying model for 2,00,000 impressions (from page 33)
- Model and rate
- CPM at ₹60
- Campaign cost
- ₹12,000
- Model and rate
- CPC at ₹10 (1,000 clicks)
- Campaign cost
- ₹10,000, or ₹500 per sale
- Model and rate
- CPA at ₹600 (20 sales)
- Campaign cost
- ₹12,000
MCA-128 Unit 3: Social Media Marketing and Mobile Marketing
Pages 39 to 57. Unit 3 compares eight platforms, covers influencer tiers with ASCI disclosure rules and an 8-step strategy, then Facebook (campaign, ad set, ad), LinkedIn (Lead Gen Forms), Twitter (now X), Instagram, Snapchat and ten forms of mobile marketing. Exam Corner: 10 short and 7 long answers, plus 3 numericals.
| Metric | Result |
|---|---|
| Cost per install (5,000 installs) | ₹30 |
| Day 7 retention (900 active) | 18% |
| Stickiness (DAU 1,200 ÷ MAU 4,000) | 30% |
| LTV : CPI (₹120 : ₹30) | 4 : 1, profitable |
Quick look: reading a ₹1,50,000 app-install campaign (from page 54)
- Metric
- Cost per install (5,000 installs)
- Result
- ₹30
- Metric
- Day 7 retention (900 active)
- Result
- 18%
- Metric
- Stickiness (DAU 1,200 ÷ MAU 4,000)
- Result
- 30%
- Metric
- LTV : CPI (₹120 : ₹30)
- Result
- 4 : 1, profitable
MCA-128 Unit 4: Search Engine Optimization and Web Analytics
Pages 58 to 75. The SEO half covers search intent, the crawl, index, rank and serve pattern, on-page and off-page SEO, white and black hat tactics, and SEM. The analytics half covers social media metrics, GA4, data collection, attribution, Universal Analytics and the gtag.js tracking code. Exam Corner: 10 short and 6 long answers, plus 2 numericals.
| Model | Organic (first) | Paid search (last) |
|---|---|---|
| Last click | ₹0 | ₹1,000 |
| Position-based (40-20-40) | ₹400 | ₹400 |
| Time decay (7-day half-life) | ₹66.67 | ₹533.33 |
Quick look: how attribution models split a ₹1,000 sale (from page 70)
- Model
- Last click
- Organic (first)
- ₹0
- Paid search (last)
- ₹1,000
- Model
- Position-based (40-20-40)
- Organic (first)
- ₹400
- Paid search (last)
- ₹400
- Model
- Time decay (7-day half-life)
- Organic (first)
- ₹66.67
- Paid search (last)
- ₹533.33
Ad Rank and Quality Score in search engine advertising: excerpt from page 30 of the MCA-128 notes
Excerpt from page 30
12.3 Ad Rank and the ad auction
Every time someone searches, Google runs an auction. Each eligible ad gets an Ad Rank, which decides whether the ad shows at all and in which position. Ad Rank depends on the bid, ad quality (Quality Score), Ad Rank thresholds, the search context (device, location, time) and the expected impact of assets. For exams, the classic simplified formula is used.
Formulas (simplified, for the exam)
- Ad Rank = Max CPC bid × Quality Score
- Actual CPC paid = (Ad Rank of the advertiser just below ÷ your Quality Score) + ₹0.01
- Quality Score (1 to 10) depends on (i) expected click-through rate, (ii) ad relevance to the keyword and (iii) landing page experience.
Solved numerical: Ad Rank and actual CPC
Four advertisers bid on the keyword 'MCA notes'. A bids ₹4.00 with Quality Score 4; B bids ₹2.50 with QS 8; C bids ₹3.00 with QS 6; D bids ₹5.00 with QS 2.
Step 1, Ad Rank: A = 4 × 4 = 16; B = 2.5 × 8 = 20; C = 3 × 6 = 18; D = 5 × 2 = 10.
Step 2, positions: B (20) takes 1st, C (18) 2nd, A (16) 3rd and D (10) 4th.
Step 3, actual CPC: B pays 18 ÷ 8 + 0.01 = ₹2.26; C pays 16 ÷ 6 + 0.01 = ₹2.68; A pays 10 ÷ 4 + 0.01 = ₹2.51; D, with the lowest rank, pays the minimum or reserve price.
Conclusion
B wins the top position while bidding the lowest amount, and still pays less than its own bid. D bids the most of all four advertisers but lands last, because a Quality Score of 2 drags its Ad Rank down. A high Quality Score therefore lowers cost and improves position at the same time, which is why the notes pair this formula with landing page and ad relevance tips in the campaign-building steps that follow.
The page also carries Fig 12.2, a bar chart that plots each advertiser's Ad Rank so you can see at a glance that the highest bid does not win the auction.
MCA-128 exam corner: 40 short-answer and 24 long-answer solved questions by unit
The notes label these 2.5-mark and 12.5-mark answers; the 2025-26 paper sets Q1 and each unit question at 12 marks, so treat the labels as length guides.
| Unit | Short answers | Long answers | Numericals |
|---|---|---|---|
| Unit 1 | 10 | 5 | 0 |
| Unit 2 | 10 | 6 | 4 |
| Unit 3 | 10 | 7 | 3 |
| Unit 4 | 10 | 6 | 2 |
MCA-128 solved questions and numericals by unit
- Unit
- Unit 1
- Short answers
- 10
- Long answers
- 5
- Numericals
- 0
- Unit
- Unit 2
- Short answers
- 10
- Long answers
- 6
- Numericals
- 4
- Unit
- Unit 3
- Short answers
- 10
- Long answers
- 7
- Numericals
- 3
- Unit
- Unit 4
- Short answers
- 10
- Long answers
- 6
- Numericals
- 2
The MCA-128 notes solve 40 short-answer and 24 long-answer questions across 4 units, plus 9 metric numericals.
- Unit 1: Discuss the drivers of the new marketing environment and the implications of digital marketing. Pointer: drivers diagram, then positive and negative tables for business and society.
- Unit 2: Explain the impact of digital channels on IMC. Pointer: hub diagram plus a before-and-after table for five IMC tools.
- Unit 3: Discuss LinkedIn marketing for lead generation. Pointer: lead-gen flow with Lead Gen Forms and Sales Navigator, then a targeting table.
- Unit 4: Differentiate on-page and off-page optimization. Pointer: elements table, dofollow and nofollow, a difference table.
More practice sits in the MCA-128 important questions.
Who writes and checks the MCA-128 DM notes?
- Prateek Talwar, author: Founder, Unnati Educations; Associate Company Secretary (ACS), ICSI, membership no. 58704, since 15 May 2019; B.Com, University of Delhi (School of Open Learning), 2012. Author profile
- Ritik Rawat, subject reviewer: B.Tech; Senior Full Stack Developer, Unnati Educations; reviews the GGSIPU MCA notes.
This GGSIPU MCA Sem 2 Digital Marketing notes edition (2026-27) is mapped to the 2025-26 MCA scheme and adds changes that came after the 2018 textbook: Twitter's rebrand to X (July 2023), INP replacing FID in Core Web Vitals (March 2024) and the end of Universal Analytics (1 July 2023). See our editorial policy.
The same team prepares GGSIPU important questions for every course.
Do the MCA-128 notes cover the full GGSIPU syllabus?
Yes. Every official topic group in Units I to IV has its own section in the notes; we found no gap.
| Unit | Official topic group | Where in the notes | Status |
|---|---|---|---|
| I | Introduction to Digital Marketing (evolution to plan and models) | Sections 1 to 10, pages 5 to 17 | Covered |
| II | Internet Marketing and Digital Marketing Mix | Sections 1 to 4, pages 21 to 24 | Covered |
| II | Email Marketing (opt-in, online PR, partnerships, viral, blogs) | Sections 5 to 11, pages 25 to 29 | Covered |
| II | Search Engine Advertising; Display Marketing | Sections 12 and 13, pages 29 to 35 | Covered |
| III | Social Media Marketing: influencer marketing, tools and plan | Sections 1 to 4, pages 40 to 45 | Covered |
| III | Facebook, LinkedIn and Twitter Marketing | Sections 5 to 7, pages 45 to 50 | Covered |
| III | Instagram and Snapchat; Mobile Marketing | Sections 8 and 9, pages 50 to 54 | Covered |
| IV | Introduction to Search Engine Optimization (SEO), SEM | Sections 1 to 6, pages 59 to 65 | Covered |
| IV | Web Analytics | Sections 7 to 13, pages 65 to 73 | Covered |
MCA-128 official topic groups mapped to the notes
- Unit
- I
- Official topic group
- Introduction to Digital Marketing (evolution to plan and models)
- Where in the notes
- Sections 1 to 10, pages 5 to 17
- Status
- Covered
- Unit
- II
- Official topic group
- Internet Marketing and Digital Marketing Mix
- Where in the notes
- Sections 1 to 4, pages 21 to 24
- Status
- Covered
- Unit
- II
- Official topic group
- Email Marketing (opt-in, online PR, partnerships, viral, blogs)
- Where in the notes
- Sections 5 to 11, pages 25 to 29
- Status
- Covered
- Unit
- II
- Official topic group
- Search Engine Advertising; Display Marketing
- Where in the notes
- Sections 12 and 13, pages 29 to 35
- Status
- Covered
- Unit
- III
- Official topic group
- Social Media Marketing: influencer marketing, tools and plan
- Where in the notes
- Sections 1 to 4, pages 40 to 45
- Status
- Covered
- Unit
- III
- Official topic group
- Facebook, LinkedIn and Twitter Marketing
- Where in the notes
- Sections 5 to 7, pages 45 to 50
- Status
- Covered
- Unit
- III
- Official topic group
- Instagram and Snapchat; Mobile Marketing
- Where in the notes
- Sections 8 and 9, pages 50 to 54
- Status
- Covered
- Unit
- IV
- Official topic group
- Introduction to Search Engine Optimization (SEO), SEM
- Where in the notes
- Sections 1 to 6, pages 59 to 65
- Status
- Covered
- Unit
- IV
- Official topic group
- Web Analytics
- Where in the notes
- Sections 7 to 13, pages 65 to 73
- Status
- Covered
Official source: MCA (02 Years) Scheme of Examination and Detailed Syllabus, A.S. 2025-26 onwards.
Every course in GGSIPU notes is mapped to its official PDF the same way.
How to write MCA-128 answers: definition, diagram and table answers plus step-wise metric numericals
MCA-128 is a management-style paper set for computer students, so structure matters more than length. Units 2 to 4 each end with a 'last-minute formula', and together they give four answer patterns:
- Platform questions (Unit 3): introduction, why the platform matters, strategy steps, ad formats and targeting, metrics, then one example.
- SEO questions (Unit 4): definition, diagram, table, example. Draw the crawl, index, rank and serve flow before you explain it.
- Analytics questions (Unit 4): definition, metric formulas, a small numerical, then a line of interpretation.
- Numericals (Units 2 to 4): formula first, then substitution, then the answer with its unit (₹ or %), so the examiner can follow your method even if the final figure slips.
Two mistakes the notes call out. In Unit 1, students give only "the Internet" as the driver of the new marketing environment; cover technology, consumers, globalisation, data, competition and regulation, one line each. In Unit 3, "post daily on all platforms" is not a strategy: show goal, audience, platform choice, content, engagement and measurement around one scenario.
Name platforms as they stand now: write "Twitter (now X)" because the syllabus still says Twitter, and note that Google AdWords became Google Ads in July 2018. For any Unit 1 model question, the notes pair AIDA with RACE or SOSTAC and draw each as a flow.
Worked example: short answer, Unit 3 (page 55)
Q. What is CPI? Calculate it if spend is ₹60,000 for 2,400 installs.
CPI (cost per install) = campaign spend ÷ number of installs = 60,000 ÷ 2,400 = ₹25 per install.
Definition, formula, substitution and the answer with its unit: that is the whole short answer.
Practise this format on GGSIPU MCA important questions.
MCA-128 and the GGSIPU MCA Sem 2 papers it connects to
MCA-128 has no lab of its own, and the full paper list for both years is on the GGSIPU MCA syllabus page.
- Core: MCA-102 Data and File Structures, MCA-104 Object Oriented Software Engineering, MCA-106 Python Programming.
- Open Elective-I alternatives: MCA-130 Management Information System, MCA-132 Management Principles and Organizational Behavior, MCA-134 Finance and Accounting.
- Core Elective-I (one of): MCA-108 Advanced DBMS, MCA-110 Data Warehousing and Data Mining, MCA-112 Mobile Apps, MCA-114 Full Stack Development, MCA-116 Web Technologies, MCA-118, MCA-120, MCA-122, MCA-124, MCA-126.
- Labs, project and NUES: MCA-162, MCA-164, MCA-166, MCA-168, MCA-170 Minor Project II, MCA-172 Environment Science, MCA-174 Professional Proficiency II.
Where they meet: the Unit 4 tracking code sits in a page's <head>, as in MCA-116, and if your MCA-170 project is a website, Unit 4's GA4 tag and UTM links let you report real traffic.
MCA-128 DM notes FAQs
How do I get the full MCA-128 notes?
Tap the Get Full Notes button at the top of this page to message us on WhatsApp (9899436384). The full MCA-128 notes come only as a printed book of 75 pages, not as a PDF. We share price and payment details on WhatsApp, and delivery takes 5 to 7 days at most, depending on your location.
How many marks is MCA-128 out of, and what is the passing mark?
MCA-128 is marked out of 100, and its end-term paper adds up to 60 marks: a compulsory 12-mark first question plus one 12-mark question from each of the four units. The MCA scheme of examination states passing marks as 40 out of 100 for every paper, which is 40%. End-term minimums and re-appear rules are set by GGSIPU Ordinance 11 on ipu.ac.in.
Is MCA-128 compulsory in MCA Semester 2?
No. MCA-128 is one of four Open Elective-I papers in Semester 2, and you choose any one: MCA-128 Digital Marketing, MCA-130 Management Information System, MCA-132 Management Principles and Organizational Behavior, or MCA-134 Finance and Accounting. The group carries 4 credits, with 3 lecture hours and 1 tutorial hour a week. Digital Marketing suits students who prefer platforms, ads and analytics to accounts.
What happens if my college does not run MCA-128 classes?
The MCA scheme says an elective needs at least 20 students for classes. If fewer choose MCA-128, the college may still offer it without classes, and you complete it through a MOOC on SWAYAM or a similar platform, with prior approval of the Programme Co-ordination Committee. Attendance is then waived on proof of completion, but there is no direct credit transfer from the MOOC certificate.
Do the MCA-128 notes follow the 2025-26 scheme, and why do they say 12.5 marks?
Yes, the topics follow the MCA scheme that applies from academic year 2025-26, unit by unit. The Exam Corner labels (2.5 and 12.5 marks) come from an older paper pattern; the current paper-setter instructions set the first question and each unit question at 12 marks. Use the answers as length guides and always write to the marks printed on your question paper.
Does MCA-128 Unit 4 cover GA4 or only Universal Analytics?
Both. Unit 4 explains Universal Analytics because the syllabus names it, then compares it with Google Analytics 4 on data model, IDs, tracking library and engagement metrics, noting that standard UA stopped processing data on 1 July 2023. It also covers GA4 engaged sessions, key events, UTM tags, the gtag.js tracking code and the two attribution models GA4 still offers.
Get the full MCA-128 Digital Marketing Notes on WhatsApp
The full MCA-128 notes come as a printed book only; they are not available as a PDF. These are Digital Marketing notes in English, the language of the MCA-128 paper. Delivery: within 5 to 7 days at most; the exact time may vary with your location.
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Unnati Educations is an independent education provider based in Vikaspuri, Delhi. We are not affiliated with, authorised by, or endorsed by Guru Gobind Singh Indraprastha University (GGSIPU). 'GGSIPU' and 'IPU' are used only to describe the syllabus our notes follow. For official information, visit ipu.ac.in.
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