INTRODUCTION TO DIGITAL MARKETING

ASSIGNMENTS AND PROJECT DETAILS

Assignment 1: Startup Research and Digital Asset Analysis

Total Marks: 4

Objective:

Identify a startup and thoroughly research its digital assets, including its website, mobile app,
brand name, logo, and social media presence.

Instructions:

1. Identify a Startup: Choose a startup to research.

2. Digital Asset Analysis:
o Investigate the startup's digital assets, such as:
 Website
 Mobile app (if applicable)
 Brand name
 Logo
o If the startup does not have a brand name or logo, create one using AI tools (e.g.,
DALL·E, MidJourney) or design platforms like Canva.
3. Social Media Audit:
o Gather screenshots of the startup’s social media profiles on Instagram, TikTok,
Twitter, Facebook, YouTube, Pinterest, and LinkedIn.
o Record the number of followers on each platform.
4. Submission:
o Compile your findings into a well-organized PDF document. Include all
screenshots, follower counts, and any designs you create.
o Ensure the document is clear, professional, and grammatical error-free.

Deliverables:

 A PDF document containing:

o Screenshots of the startup's social media accounts.
o Recorded follower counts for each platform.
o Any created designs (brand name or logo).
Marking Rubric (Total: 4 Marks)
Criteria Marks Description

Startup Startup is clearly identified with relevant details about its industry
0.5
Identification and operations.

Well-researched details on the startup’s digital assets (website, app,

Digital Asset
1.5 brand name, logo). If created, branding elements (name, logo) are
Analysis
well-designed and relevant.

Screenshots provided for all relevant social media accounts with

Social Media
1.5 follower counts recorded. Clear and organized analysis of social
Audit
media presence.

Presentation & Document is well-structured, free from grammatical errors, and

0.5
Clarity professionally formatted.

Assignment 2: E-Commerce Website Performance

Evaluation
Total Marks: 4

Objective:

Evaluate the performance of a chosen e-commerce website based on loading speed, user
experience (UX), mobile responsiveness, and search engine optimization (SEO). Provide a
detailed assessment with recommendations for improvement.

Deliverables:

1. Website Overview (1 Mark)

o Briefly describe the chosen website (name, purpose, target audience).
2. Performance Analysis (2 Marks)
o Analyze the website’s loading speed using tools like Google PageSpeed Insights
or GTmetrix.
o Assess user experience, including navigation ease, layout, and design.
o Evaluate mobile responsiveness (compatibility and adaptability).
o Review basic SEO factors (meta tags, keywords, and indexing).
3. Recommendations (1 Mark)
o Provide actionable suggestions to improve the website’s performance based on
your analysis.
Marking Rubric (Total: 4 Marks)
Criteria Marks Description

Clearly describes the website, its purpose, and target audience.

Website Overview 1.0
Provides sufficient context for evaluation.

Performance - Loading Speed (0.5 Marks): Uses tools like Google

2.0
Analysis PageSpeed Insights or GTmetrix and interprets results correctly.

- User Experience (0.5 Marks): Assesses navigation, layout, and

design with relevant insights.

- Mobile Responsiveness (0.5 Marks): Evaluates adaptability

across different devices with supporting examples.

- SEO Review (0.5 Marks): Analyzes meta tags, keywords, and

indexing, with evidence from tools like Moz or Google Search
Console.

Provides well-researched and actionable improvement strategies

Recommendations 1.0
tailored to identify issues.

Assignment 3: Website Design Audit

Total Marks: 4

Objective:

Conduct a website design audit for an e-commerce or service-based website, assessing its
effectiveness in maximizing conversion rates. The audit should evaluate design philosophies, key
web page elements, and the alignment between ads and landing pages. Provide actionable
recommendations for improvement.

Deliverables:

1. Introduction and Overview (1 Mark)

o Briefly introduce the website and its primary purpose (e.g., e-commerce, service-
based).
o State the target audience and conversion goals (e.g., sales, sign-ups, inquiries).
 2. Design Audit (2 Marks)
o Evaluate the use of design philosophies such as simplicity, visual hierarchy, and
clarity.
o Identify and review key web page elements (e.g., navigation, CTAs, forms,
visuals, content).
o Analyze the match between the website's landing pages and associated ads across
dimensions such as messaging, visuals, and user intent.
3. Landing Page Analysis (1 Mark)
o Identify the type(s) of landing pages used (e.g., lead generation, click-through,
infomercial).
o Suggest improvements to increase their effectiveness in driving conversions.

Marking Rubric (Total: 4 Marks)

Criteria Marks Description

Introduction and Clearly introduces the website, its purpose, target audience, and
1.0
Overview conversion goals. Provides necessary context for the audit.

- Design Philosophies (0.5 Marks): Evaluates simplicity, visual

Design Audit 2.0
hierarchy, and clarity with relevant examples.

- Key Web Page Elements (0.5 Marks): Analyzes elements like

navigation, CTAs, forms, and visuals for usability and
effectiveness.

- Ad & Landing Page Alignment (1.0 Marks): Examines how

well landing pages align with ads in terms of messaging, visuals,
and user expectations.

Landing Page Identifies landing page types and suggests specific, actionable
1.0
Analysis improvements for increasing conversion rates.

Assignment 4: Mobile App Audit

Total Marks: 4

Objective:

Develop a wireframe for a mobile app based on a local business idea. The app should effectively
address the needs of the business and its target audience while incorporating a well-thought-out
strategy and fundamental app design principles. Present your wireframe along with an
explanation of your design decisions.

Deliverables:

1. Business Idea Overview (1 Mark)

o Describe the local business you’ve chosen.
o Explain the business's goals and how the app will address its needs.
2. App Strategy (1 Mark)
o Outline your mobile app strategy, including target audience, key features, and
user goals.
3. Wireframe Design (2 Marks)
o Create a clear and functional wireframe for the app.
o Label key screens (e.g., home, product/service pages, contact, and checkout).
o Ensure usability and alignment with basic app design principles, such as intuitive
navigation and simplicity.

Submission Format:

 A short written document (300–500 words) explaining the business idea, strategy, and
wireframe design decisions.
 A wireframe diagram (digital or hand-drawn, submitted as an image or PDF).

Marking Rubric (Total: 4 Marks)

Criteria Marks Description

Clearly describes the local business, its purpose, and objectives.

Business Idea
1.0 Explains how the app will support the business’s needs and customer
Overview
engagement.

Provides a well-defined strategy, detailing the target audience, core

App Strategy 1.0 features, and user goals. Clearly justifies why the selected features are
necessary.

Wireframe - Clarity & Functionality (1.0 Marks): Wireframe is structured

2.0
Design logically, with clear labeling of screens and components.

- Design Principles & Usability (1.0 Marks): Follows best practices

in app design, ensuring intuitive navigation, simplicity, and a
seamless user experience.
 Assignment 5: Freelancing
Total Marks: 6

Objective:

Create an account on a freelancing platform (excluding Fiverr), set up a professional gig based
on your skills, and aim to generate at least $10 in earnings. Document the entire process, from
account creation to client interaction and service delivery.

Deliverables:

1. Account Creation (1 Mark)

o Provide proof of your freelancing account creation (e.g., a screenshot of your
profile).
o Mention the platform name and explain why you chose it.
2. Gig Setup (1 Mark)
o Provide a screenshot or a link to your gig.
o Explain the skills you are offering, your gig description, and your pricing strategy.
3. Client Engagement and Earnings (2 Marks)
o Client Interaction (1 Mark): Document your engagement with clients (e.g.,
proposal sent, communication process).
o Proof of Work & Earnings (1 Mark): Provide proof of completed work and
earnings generated (e.g., order details, payment confirmation).
4. Reflection and Insights (2 Marks)
o Experience Summary (1 Mark): Write a 200–300 word reflection on your
experience.
o Challenges & Learnings (1 Mark): Highlight challenges faced, skills utilized,
and key lessons learned during the process.

Marking Rubric (Total: 6 Marks)

Criteria Marks Description

Proof of account creation is provided with a relevant

Account Creation 1.0
explanation of the chosen platform.

A well-structured gig is set up, clearly explaining skills,

Gig Setup 1.0
pricing, and service offerings.
 Criteria Marks Description

Client Engagement & - Client Interaction (1.0 Marks): Active communication with
2.0
Earnings clients is documented (proposals, messages).

- Proof of Work & Earnings (1.0 Marks): Evidence of

completed work and at least $10 earned is provided.

- Experience Summary (1.0 Marks): A structured reflection

Reflection & Insights 2.0
on the journey is included.

- Challenges & Learnings (1.0 Marks): Challenges faced,

skills applied, and key takeaways are highlighted.

Submission Format:

 File Type: PDF document

 Contents: Screenshots, links, and a reflection write-up

Assignment 6: LinkedIn Optimization

Total Marks: 4

Objective:

Enhance your LinkedIn profile for better visibility and discoverability using SEO principles.
Update your profile to reflect a professional image, incorporate relevant keywords, and align
with your career goals. Provide evidence of changes made and explain the reasoning behind
them.

Deliverables:

1. Profile Overview (1 Mark)

o Submit a screenshot of your LinkedIn profile before optimization.
o Identify and highlight areas that need improvement (e.g., headline, summary,
skills).
2. SEO Optimization Updates (2 Marks)
o Keyword Incorporation (1 Mark):
 Add relevant industry-specific keywords to your headline, about section,
and skills to align with your target job role.
o Profile Enhancement (1 Mark):
 Update the experience and projects sections to showcase specific
achievements using relevant keywords.
 Upload a professional profile picture and a customized banner that
aligns with your industry.
 Submit a screenshot of your optimized profile after updates.
3. Reflection and Impact (1 Mark)
o Write a short explanation (150–200 words) covering:
 The keywords chosen and their relevance.
 How the updates align with your career goals.
 The potential impact of the optimization on profile visibility and
engagement.

Marking Rubric (Total: 4 Marks)

Criteria Marks Description

Before-optimization screenshot provided, with a clear

Profile Overview 1.0
explanation of areas for improvement.

SEO Optimization - Keyword Incorporation (1.0 Marks): Relevant keywords

2.0
Updates added in headline, about section, and skills.

- Profile Enhancement (1.0 Marks): Experience updated,

professional image & banner uploaded, and an optimized profile
screenshot provided.

Reflection and 150–200 words explaining chosen keywords, alignment with

1.0
Impact career goals, and expected impact on visibility and engagement.

Submission Format:

 File Type: PDF document

 Contents: Screenshots (before and after), a short document explaining the updates and
reasoning.
 Assignment 7: Create Your Profile Website
Total Marks: 4

Deliverables & Marking Rubric

1. Website Overview and Design Plan (1 Mark)

Submit a brief document explaining:

-Purpose of the website (e.g., personal branding, job applications, showcasing work).
- Target audience and the message you want to convey.
- Basic wireframe or layout sketch of the website structure.

Criteria Marks Description

Website Purpose & Audience 0.5 Clearly explains the purpose and target audience.

Wireframe/Layout Sketch 0.5 A simple sketch or layout of the website structure.

2. Website Features and Content (1 Mark)

Your website must include:

- Home Page – A professional introduction with a headline and a high-quality photo.

- About Page – A brief bio showcasing background, education, and career goals.
- Portfolio/Skills Page – A showcase of skills, projects, or achievements.
- Contact Page – Basic contact details (e.g., email, LinkedIn).

Criteria Marks Description

Basic Content & Includes home, about, portfolio, and contact pages with
1.0
Structure relevant information.

3. SEO and Optimization (1 Mark)

Optimize your website for better visibility and usability.

-Use of keywords in headings and content.

-Meta tags & image SEO (meta descriptions, alt text for images).
- Basic mobile-friendliness and readability.
 Criteria Marks Description

SEO Optimization & Mobile- Uses keywords, meta tags, and is mobile-
1.0
Friendliness friendly.

4. Live Website Link (1 Mark)

- Deploy your website on a free hosting platform (GitHub Pages, Netlify, or Wix).
- Provide the live link and ensure it’s accessible.

Criteria Marks Description

Website Deployment & Successfully deployed, functional, and

1.0
Functionality accessible.

Submission Format:

-A PDF document containing:

- Design plan, website overview, and wireframe sketch.
- Screenshots of website pages.
- Live website link.

Evaluation Criteria:

 Creativity and design of the website.

 Quality and relevance of content.
 Usability, responsiveness, and overall presentation.
 Application of SEO principles.
 Midterm Project
Podcast or YouTube Channel
Total Marks: 25

Submission Deadline: [Last day of Reserve Week]

Objective:
Work in pairs to conceptualize and launch a Podcast or YouTube Channel. Create a list of 100
potential episode topics, record an introductory video, a promotional video, and the first main
episode. Develop an editorial calendar, utilize AI or other tools in the project, and explain your
choices.

Deliverables:

1. Channel/Podcast Concept and Theme (5 Marks):

o Submit a document explaining:
 The niche and purpose of your channel/podcast.
 Target audience and goals.
 Why you chose this theme.
2. List of Episodes (5 Marks):
o Provide a list of 100 episode ideas with descriptive titles.
o Ensure ideas align with your theme and target audience.
3. Introductory and Promotional Videos (5 Marks):
o Record an "Introductory Video" (1–2 minutes): Introduce the concept, theme,
and what the audience can expect.
o Record a "Promo Video" (1–2 minutes): Use engaging visuals and messaging to
build excitement for the channel/podcast launch.
4. Main Episode 1 (5 Marks):
o Record the first main episode (5–10 minutes).
o Ensure high-quality audio/video and engaging content delivery.
5. Keywords and SEO Strategy (3 Marks):
o Provide a list of keywords relevant to your channel/podcast.
o Explain why these keywords were selected and how they will help with search
visibility.
6. Editorial Calendar and Tool Usage (2 Marks):
o Create a 3-month editorial calendar, including episode release dates and themes.
o Provide reasons for the schedule and how it aligns with audience engagement.
o Describe any AI tools or software (e.g., Canva, ChatGPT, Descript, etc.) used for
content creation, editing, or planning.
Submission Format:

 A PDF document for written components (concept, episode list, keywords, editorial
calendar, and tool usage).
 Upload videos as links to a shared drive or hosting platform (e.g., Google Drive or
YouTube)

Evaluation Criteria:

 Creativity and relevance of the concept and episode ideas.

 Quality and engagement of videos (intro, promo, main episode).
 Cohesiveness and practicality of the editorial calendar.
 Effective use of tools and clear explanation of their impact.
 Overall effort, collaboration, and presentation.

Marks Rubrics:

Criteria Marks Description

Channel/Podcast 5 Clearly explains the niche, purpose, target audience, and
Concept and Theme goals. Provides a strong justification for the theme
selection. Creativity and originality will be considered.
List of 100 Episode 5 Titles are well-thought-out, relevant to the theme, and
Ideas engaging for the target audience. Ideas show variety and
depth, avoiding repetition.
Introductory and 5 Videos are clear, engaging, and effectively introduce the
Promotional Videos channel. High-quality audio/video, professional
presentation, and a strong message are expected.
Main Episode 1 5 The episode is well-structured, engaging, and delivers
value to the audience. Good audio/video quality and
strong content delivery.
Keywords and SEO 3 Keywords are relevant, well-researched, and aligned with
Strategy the theme. The explanation of SEO strategy is logical and
demonstrates understanding of digital reach.
Editorial Calendar 2 The editorial calendar is well-planned, practical, and
and Tool Usage aligns with audience engagement strategies. Effective use
of AI/tools is clearly explained.
 Final Project:
Digital Marketing Agency Simulation
Objective:

Students will work in groups of 6 to establish a mock digital marketing agency and select a
startup company as their client. Their goal is to provide a 360-degree digital marketing solution
to enhance the startup’s online presence, brand identity, and overall business growth.

Project Scope:

Each group must develop and execute a comprehensive digital marketing strategy, covering the
following key areas:

1. Brand Development & Identity

o Creating a unique brand identity for the startup.
o Designing a professional logo and branding elements.
2. Website & Digital Presence
o Developing a website (if the startup does not have one).
o Conducting a website audit to assess user experience, mobile responsiveness,
speed, and content.
o Implementing SEO strategies to improve search engine rankings.
3. Social Media Marketing
o Establishing and optimizing social media profiles (Facebook, Instagram,
LinkedIn, TikTok, etc.).
o Creating and executing a content strategy (posts, videos, carousels, reels, etc.).
o Running Meta Ads (Facebook & Instagram) to drive engagement and
conversions.
4. Paid Advertising & Promotion
o Developing a digital marketing promotion strategy tailored to the startup’s goals.
o Running PPC (Pay-Per-Click) campaigns on Google Ads.
o Submitting the product/business on Google My Business & relevant directories.
5. Performance Tracking & Optimization
o Conducting a post-audit to evaluate the impact of marketing efforts.
o Monitoring and analyzing data using Google Analytics, Facebook Insights, and
other tools.
Evaluation Criteria (Total: 35 Marks (30 marks for Project and 5 marks for Presentation)):

Student groups will be assessed based on:

✅ Client Growth & Performance Metrics

 Increase in customers/clients for the startup.

 Growth in traffic & engagement across social media, website, and web store.

✅ Key Digital Marketing KPIs

 Website Traffic – Number of visitors, session duration, bounce rate.

 Social Media Engagement – Likes, shares, comments, follower growth.
 Conversion Rate – Leads, signups, purchases.
 Revenue Growth – Measurable improvement in sales or inquiries.

Final Deliverables:

Each group must present: 📌 A full marketing report detailing strategies implemented and results
achieved. 📌 Performance dashboards showcasing website & social media analytics. 📌 Creative
assets (brand identity, social media posts, ad creatives). 📌 A final presentation demonstrating
their client’s growth and key takeaways.

This hands-on project will equip students with real-world experience in running a marketing
agency and implementing end-to-end digital marketing strategies.

This hands-on project will equip students with real-world experience in running a marketing
agency and implementing end-to-end digital marketing strategies.

Submission Deadline: Second last week before Finals.

 SUBMISSIONS AND THE DEADLINES
The time of submission should be 11:55 p.m. on the given date. Late submissions after 11:55
P.m. on the same day will be accepted with a 10% marks deduction. 20 % mark will be deducted
on submitting the next day. No assignment will be accepted after the second day of the due date.