DM AI Launchpad — Grading Rubrics
Use with the syllabus hub and the Nepal case study map. Continuous labs are pass / fail / incomplete. The Day 10 pitch is scored 0–25 (5 criteria × 5 points).
| Component | Weight (suggested) | Evidence |
|---|---|---|
| Daily sandbox labs (Days 1–9) | 60% | Folder of Google Docs + live Google Sites URL |
| Executive Sandbox Pitch (Day 10) | 40% | 5-slide deck + 5-minute live delivery |
Case-study credit (optional distinction): In the pitch Q&A or Slide 3, cite one published metric from the case map that parallels your mock business (e.g. local → clinic GBP; e-com → fashion SEO; lead-gen → education CPL). Invented numbers = automatic Incomplete on the “Honesty about limits” criterion.
Late policy: instructor discretion (suggest treat as Incomplete until submitted).
Daily labs — pass checklist
Mark Pass only when every Must-have is present. Stretch items are optional for distinction, not required to pass.
| Day | Must-have (Pass) | Stretch |
|---|---|---|
| 1 | Positioning statement + one persona card with 3 pain points and 3 objections labelled Sceptic / Budget / Procrastinator | Competitor map |
| 2 | Live Google Sites URL with nav + homepage skeleton | Custom domain research notes |
| 3 | Value stack + risk reversal on live site + one-page brand voice card + top 3 hooks saved | Full 15-hook library rated |
| 4 | Primary cluster topic + 1 priority page title/meta/H1 brief | Full semantic map (5+ cluster pages) |
| 5 | MVP: 7-day calendar CSV matching 4 pillars + brand voice | Full 30-day calendar + Canva Bulk Create vault |
| 6 | Analytics audit naming 3 KPIs + 1 funnel leak + 3 actions | Full dataset reconstruction |
| 7 | Lead magnet concept + 4 welcome emails (subject + body) drafted | Mailchimp automation live |
| 8 | Monthly budget scenario with CAC target + LTV:CAC | Sensitivity table (3 scenarios) |
| 9 | Plan-only: Campaign objective + 3 ad sets + Creative Matrix (≥6 of 9 cells filled). No live Pixel required on Google Sites. | Full 9-cell matrix + A/B test plan |
Day 10 — Executive Pitch score sheet (25 points)
| Criterion | Points | Excellent (5) | Developing (2–3) | Weak (0–1) |
|---|---|---|---|---|
| Strategic clarity | 5 | Business → persona → offer → channels tell one story | Parts present but disconnected | Random tactics |
| System integration | 5 | Shows how site, SEO/social, email, and paid reinforce each other | Channels listed in isolation | Missing major days |
| Unit economics | 5 | NPR budget, CAC, LTV:CAC defended with assumptions | Numbers present without logic | No financial model |
| Honesty about limits | 5 | States Google Sites / Pixel plan-only reality + CMS graduation path | Vague “we’ll upgrade later” | Claims live retargeting on Sites |
| Delivery & Q&A | 5 | ~5 minutes, clear slides, answers 1–2 challenge questions | Over/under time, thin defence | Reads slides only |
Suggested grade bands: 22–25 Distinction · 18–21 Merit · 13–17 Pass · ≤12 Resubmit pitch within 7 days.
Instructor notes
- Days 5, 7, 9, and 10 are easy to overstuff — enforce the MVP column when the lab hour runs short.
- Day 9 Meta work is assessed as a media plan, not as Ads Manager spend or Pixel installation.
- Capstone prompts and the Master Summary must use the real day→artifact map (Day 2 = web/UX site; Day 3 = offer + brand voice + hooks).
