Digital Marketing (3 Cr.) Grading Rubrics
Official assignments for the full 48-hour course: A1 + A2 + A3. Use with the syllabus and Phase 2 Agency Toolkit.
| Assignment | Weight of final grade* | Modules |
|---|---|---|
| A1 — Campaign Strategy Deck | 30% | Module 1 |
| A2 — Content Calendar + Ad Assets (incl. email + influencer) | 40% | Modules 2, 4, 5 |
| A3 — SEO Mini-Audit | 30% | Module 3 |
| Module 6 labs | formative | Documented exercises + reflection notes feed A1/A2/A3 |
*Official syllabus defines criteria but not the percentage split. 30/40/30 reflects workload (A2 covers three modules). Confirm with programme office if a different split applies. Within each assignment, criteria are equally weighted; score each criterion 0–5 (5 = excellent, 3 = usable with gaps, 0 = missing), then scale to the assignment weight.
A1 — Campaign Strategy Deck (Module 1)
Develop a complete campaign strategy, including problem/opportunity analysis, funnel mapping, channel mix (paid and organic), budget, SMART KPIs, and risk/compliance considerations. Submit as a professional-quality deck with supporting documentation. Campaign Scenario Workshop (Module 1 activity) is formative preparation.
| S.N. | Criteria | Description | Score (0–5) |
|---|---|---|---|
| 1 | Problem / Opportunity Insight | Demonstrates deep understanding of the audience, business context, and marketing challenge. | /5 |
| 2 | Funnel & Channel Plan | Comprehensive mapping of marketing funnel stages to channels; strategic, realistic, and aligned to campaign objectives. | /5 |
| 3 | Budget & KPI Rationale | Logical and justified budget allocation; KPIs measurable (SMART) and aligned with campaign objectives. | /5 |
| 4 | Risks & Compliance | Identifies potential risks and compliance issues (incl. Consumer Protection Act 2075 / Privacy Act 2075, platform policies); proposes practical mitigation strategies. | /5 |
A1 total: /20 → scale to 30% of final grade.
A2 — Content Calendar + Ad Assets (Modules 2, 4, 5)
Create a 1–2 week content calendar for social media, including posts, ad assets (images/videos), platform, target audience, and scheduling logic. Include an A/B testing plan and brief justification for content choices. Integrated within A2: all ad copy/visuals/creative assets (Module 4) + email sequence and influencer campaign plan with rationale for segmentation, flow design, influencer selection, and expected outcomes (Module 5).
| S.N. | Criteria | Description | Score (0–5) |
|---|---|---|---|
| 1 | Persona Alignment | Demonstrates understanding of audience behaviour and needs; calendar and assets aligned to personas and brand voice. | /5 |
| 2 | Copy & Creative Quality | Clear, engaging, professional; adheres to brand voice and platform best practices; compliant ad assets observing platform policies and ethics. | /5 |
| 3 | Scheduling Logic | Well-structured, logical, and realistic content calendar; sequencing supports campaign objectives; includes email automation flows (welcome/nurture/re-engage) and influencer schedule. | /5 |
| 4 | A/B Test Plan | Detailed, feasible plan with measurable evaluation of content variations (one variable per test, direction + metric + decision rule). | /5 |
A2 total: /20 → scale to 40% of final grade.
A3 — SEO Mini-Audit (Module 3)
Conduct an SEO audit for a real or hypothetical website. Submit a report including keyword mapping, on-page fixes, technical recommendations, and prioritised actions. Include screenshots or supporting evidence where applicable. Mini audit group activity (Module 3) is formative preparation.
| S.N. | Criteria | Description | Score (0–5) |
|---|---|---|---|
| 1 | Keyword Mapping | Demonstrates understanding of search intent and campaign alignment. | /5 |
| 2 | On-Page Fixes | Identifies key issues and practical improvements; demonstrates technical understanding (incl. technical SEO basics + SEM/Quality Score where applicable). | /5 |
| 3 | Prioritised Actions | Clear prioritisation of actions based on impact and feasibility; justified rationale. | /5 |
A3 total: /15 → scale to 30% of final grade.
Submission checklist (print this page — one tick per line)
A1 — Campaign Strategy Deck (30%)
- Problem/opportunity: audience + business context + marketing challenge stated
- Funnel mapped stage-by-stage with the single biggest leak named
- Channel mix covers paid + organic, each tied to a funnel stage
- Budget table sums to 100% with bottom-up math (goal → leads → CPL → spend)
- SMART KPIs: one per channel, each with number + timeframe
- CAC checked against LTV (require ≥ 3× cover) before asking for money
- Risk register: platform risk + privacy risk, each with mitigation + owner
- Every number traces to a source or is labelled an assumption
A2 — Content Calendar + Ad Assets (40%)
- 1–2 week calendar: date, platform, persona, pillar, hook, CTA on every row
- Ad copy + creatives attached and tagged to pillar + platform
- A/B test plan: one variable per test, direction + metric + decision rule
- Email flows: Welcome/Nurture/Re-engage with triggers + segmentation rule
- Influencer brief: fit rationale, deliverables, usage rights, disclosure, metric
- Copy QA passed: voice, truth, offer details, mobile legibility, policy check
- Calendar saved through the Block 3 gap and resumed in S21/S24
A3 — SEO Mini-Audit (30%)
- Keyword map: cluster → intent → page or marked gap (no orphan keywords)
- Technical fixes logged with pages affected + screenshot evidence
- Every issue rated Impact × Effort with owner + timeframe
- SEM appendix: Quality-Score observation or peer-swap note
- Report opens with 3-bullet executive summary a manager can act on
Final package (S24)
- One client, one persona, one set of numbers across A1/A2/A3
- File names:
mba-dm-a1/a2/a3-[yourname], name + date on top, labelled screenshots - Integrated review deck: one slide each for A1, A2, A3, results + “fund only one” answer
Phase 1 standalone scheme (16-hour module only — formative in full course)
When Phase 1 (Sessions 1–8) is run standalone, use this scheme. In the full 48-hour course, these are practice deliverables for A1/A2/A3 and are not double-counted.
| Component (standalone Phase 1) | Weight | When |
|---|---|---|
| Continuous lab deliverables | 30% | Weeks 1–7 (Week 8 folds into capstone) |
| Mid-module review | 20% | Week 5 |
| Capstone — live asset | 20% | Week 8 |
| Capstone — strategy & pitch | 30% | Week 8 |
Contact time note: Standalone Phase 1 = 16 scheduled lecture-lab hours (Sessions 1–8), plus ~30–45 minutes guided pre-work per week. The 3-credit (48-hour / 24-session) credit requires Phases 1+2. Pre-work is formative; graded evidence is the weekly deliverable.
Continuous labs (30% — Phase 1 standalone only)
Score each weekly deliverable 0–5, then average Weeks 1–7 and scale to 30%.
| Score | Meaning |
|---|---|
| 5 | Complete, on brief, evidence attached, clear Nepal/business logic |
| 4 | Complete with minor gaps |
| 3 | Usable but missing a required element |
| 2 | Partial / late with major gaps |
| 1 | Token attempt |
| 0 | Missing |
Week checks (quick)
| Week | Must-see evidence |
|---|---|
| 1 | Objective, persona, journey, North Star + KPIs (NPR where money appears) |
| 2 | Public URL, VP, CTA, working lead capture, mobile-usable |
| 3 | Keyword map + intent; title/meta/H1 updated on live page |
| 4 | 1 campaign / 2 ad groups; match types; ≥5 negatives; 2 ad variants; bid logic vs LTV:CAC |
| 5 | Objective, audience, placements, budget rationale, creative draft (+ optional WhatsApp CTA) |
| 6 | Trigger, 3 emails full copy, timing, unsubscribe/consent note |
| 7 | Memo with screenshot evidence, funnel leak, 3 actions, expected metric |
Late policy: instructor discretion (suggest −1 point per lab day late).
Mid-module review (20%)
Mark the Mid-Module Review out of 40, then scale to 20% of the module (score/40 × 20).
Capstone (50%)
A. Live asset — 20% of module
| Criterion | Points (of 20) | Excellent | Developing |
|---|---|---|---|
| Live access + mobile UX | 5 | Public, fast enough, readable on phone | Broken links / unusable mobile |
| Value proposition + CTA | 5 | Clear offer above the fold | Vague or hidden CTA |
| Lead capture | 5 | Form or WhatsApp path works end-to-end | Capture missing or broken |
| On-page SEO basics | 5 | Title/H1/meta coherent with offer | Keyword/intent mismatch |
B. Strategy & pitch — 30% of module
| Criterion | Points (of 30) | What “excellent” looks like |
|---|---|---|
| Strategic clarity | 10 | Business → marketing → channel plan aligned |
| Integrated channels | 8 | SEO, SEM, Meta, email (and optional WhatsApp) reinforce one journey |
| Data-driven reasoning | 7 | Budget/KPIs in NPR; claims evidence-backed |
| Communication & Q&A | 5 | 7–10 min, clear story, defends trade-offs |
These weights match the Week 8 slides (asset 20 + pitch 10+8+7+5 = 30).
Integrity
- Fabricated screenshots or purchased lists → zero for the affected component.
- AI-assisted drafts are allowed for ideation if disclosed; students must own strategy and numbers in Q&A.
