PRC 112: Digital Marketing Practicum — Pokhara University

Faculty of Management Studies • Year 2, Semester III • Credit hours: 1.0 • Total hours: 16 • Level: Bachelor (BBA/BBA-Finance/BBA-TT)

Course code: PRC 112 Nature: Practical • Continuous Evaluation (No Semester-End Exam) Pass marks: 60 (Full marks: 100) 📄 View Syllabus

15 Modules

8 Assignments

4 Templates

4 Videos

ℹ️ Overview

Eight practical modules aligned with the 16-hour practicum. Each module includes objectives, hands-on activities, deliverables, and a quick rubric.

Module 1: Introduction to Digital Marketing

Overview of digital marketing, key channels, and setting up your personal/small-business brand online.

⏱️ 1 hour

Module 2: Website Development and Optimization

Create a simple website/landing page and apply UX and on-page SEO fundamentals.

⏱️ 3 hours

Module 3: Content Creation for Digital Marketing

Develop content pillars, a content calendar, and produce sample assets (blog, short video, or infographic).

⏱️ 4 hours

Module 4: Social Media Marketing

Audit platforms, define strategy, and plan a one-week social campaign with scheduling.

⏱️ 2 hours

Module 5: Search Engine Marketing (SEM)

Keyword research, drafting Google Ads campaign structure, and writing ad copies (simulation — no spend).

⏱️ 1.15 hours

Module 6: Email Marketing

List building principles, segmentation, and designing a basic email campaign using a free tool.

⏱️ 1 hour

Assignment 7: Analytics, Reporting & Optimization

Analyze campaign data, optimize performance, and create a final report.

⏱️ 1.15 hours

Module 8: Practical Project and Presentation

Present your digital marketing practicum project to the class (6-8 mins).

16 practical assignments aligned with each class session. Each assignment builds progressively on your semester-long project.

Assignment 1: Project Setup & Digital Marketing Foundation

Set up your practicum project and essential digital marketing accounts

Assignment 2: Website Setup & Optimization

Build your project website, ensure mobile responsiveness, and implement basic SEO.

Assignment 3: Content Strategy & Creation

Develop a content strategy, plan a calendar, and create high-quality content

Assignment 4: Social Media Strategy & Campaign

Define your social media strategy and execute a 1-week campaign

Assignment 5: SEM Strategy & Google Ads

Conduct keyword research and design a Google Ads campaign

Assignment 6: Email Marketing Campaign

Set up an email marketing system and write a welcome sequence.

Assignment 7: Analytics & Reporting

Set up Google Analytics 4, implement UTM tracking, and create a performance report

Assignment 8: Final Project & Presentation

Consolidate your semester work into a final portfolio and present it

Download-ready templates and tools to accelerate your practicum work.

📋

Project Brief: Digital Marketing Practicum

Comprehensive overview of the semester-long practicum project with goals, audience, channels, and KPIs.

📋

Content Calendar Template (2 Weeks)

A lightweight 2-week content calendar structure across channels with UTM placeholders.

📊

Presentation Rubric — PRC 112

Grading rubric for the 6–8 minute final presentation (total 30 points).

📈

Weekly Activity Log — PRC 112

Structured log to record weekly practicum work and evidence.

✅

Practicum Completion Checklist — PRC 112

One-page checklist to ensure all deliverables are ready before presentation.

Course Submission Guides

How to submit assignments in Google Classroom

Watch on YouTube

Unit 1: Introduction to Digital Marketing

Assignment 1 Help

Watch on YouTube

Unit 2: Website Optimization & SEO

Assignment 2 Help

Watch on YouTube

Unit 3: Content Creation & Marketing

Assignment 3 Help

Watch on YouTube

⚡ Quick Concepts

Short explainers you can skim in 2–3 minutes before starting activities. These connect directly to your weekly deliverables.

💡

Owned, Earned, and Paid Media

Balance short‑term reach, long‑term assets, and credibility with the OEP model.

💡

North Star Metric & KPIs

Pick one outcome that defines success and align 3–5 KPIs to move it weekly.

💡

Digital Customer Journey

Map Awareness → Consideration → Conversion → Loyalty to plan timely touchpoints.

🎓 Practical Project & Presentation

Students complete a practical digital marketing project and present their work in class for feedback and discussion.

Choose one: Personal brand, small business, campus club, or simulated client brief.
Build a minimal digital presence (website or landing page + at least two channels).
Create a two-week content calendar with UTM tracking plan.
Run simulations or drafts (no paid spend required) for Google Ads and Email.
Prepare a 6–8 minute presentation with evidence (screenshots/links).

Start with the Project Brief Template and review the Presentation Rubric.

🧭 Methods of Instruction

Interactive sessions, workshops, simulation exercises, role plays, real case analysis, self-assessments, feedback and coaching.

✅ Evaluation & Students' Responsibilities

Evaluation System

Continuous assessment (no semester-end exam)
Attendance & participation
Module deliverables and practical check-ins
Role play, simulation, and case analysis
Final project and presentation

Pass marks: 60/100 • Attendance requirement: 80%

Students' Responsibilities

Attend at least 80% of sessions
Submit module deliverables on time
Maintain weekly activity log
Use own words and cite sources (no plagiarism)
Act ethically when using live accounts or data