MKTG1427 Digital Marketing Week 1 PPT. From RMIT university. 2023

1. Welcome to MKTG1415/1427
Digital Marketing
Presented by Dr Torgeir
Aleti
Course Coordinator,
Digital Lecturer & Tutor

3. Course Guide
• It is very important that you understand the
course guide!
Available online
• MKTG1025 - Marketing Principles
• MKTG1050 - Buyer Behaviour
• MKTG1041 - Marketing Communication
Assumed Knowledge and Capabilities:

4. Resources
• All resources for this course is provided within
the Canvas site for the course
• There is no prescribed textbook for this
unit
• If you know the question, you know
the answer: Google, Wikipedia,
YouTube, ChatGPT etc…
• Each week you are required to:
• Watch the lecture videos
• Read 1 academic paper
• Read 1 non-academic (industry) paper
• Watch 1 short video

5. Semester
Program
• See course guide and Canvas
• Plus your individual class Miro board
• Workshops: Discuss the readings & the online lecture through your blogs
• Work on assignments
• Blended learning:
• Face-to-face teaching & online learning

6. My expectation of
you
• “People have nowadays got a
strange opinion that everything
should be taught by lectures. Now,
I cannot see that lectures can do so
much as reading the books from
which the lectures are taken”.
• Dr. Johnson 1709-1784

9. Introduction to Digital
Marketing

10. Digital Marketing
• Digital marketing is the component
of marketing that utilizes internet and
online based digital technologies such
as desktop computers, mobile
phones and other digital media and
platforms to promote products and
services (AMA).
• 'Achieving marketing objectives
through applying digital technologies
and media.’ (Chaffey, 2020)
• The use of information communication
technologies (ICT) to understand,
create, communicate and deliver value
to customers and the organisation
(Aleti, 2021)

11. Week 2
Workshop Topic Assessment activity
Social Media
Marketing:
content & value
creation
Assessment task 3:
Ongoing blogging

12. Week 3
Workshop Topic Assessment activity
Understanding digital
consumers,
communities and
influencers
Assessment task 3:
Ongoing blogging

13. Week 4
Workshop Topic Assessment activity
Workshopping Assignment 1: How
to write a digital marketing
proposal
Assessment task 3: Ongoing
blogging

14. Week 5
Workshop Topic Assessment activity
Search Engine Marketing: SEO &
PPC (Marketing with Google)
Assessment task 3: Ongoing
blogging

15. Week 6
Workshop Topic Assessment activity
Mobile Marketing Assessment task 3: Ongoing blogging
Assessment task 1 (WIL): Proposal due
(Tuesday at 12:00 — noon)

16. Week 7
Workshop Topic Assessment activity
Why some ideas spread; Viral
marketing
Assessment task 3: Ongoing
blogging

17. Week 8
Workshop Topic Assessment activity
Consultation week: Feedback &
Feedforward
Assessment task 1+2: continued path
in implementing the proposal

18. Week 9
Workshop Topic Assessment activity
The Internet of Things & Big
Data
Assessment task 3: Ongoing
blogging

19. Week 10
Workshop Topic Assessment activity
Digital campaigns and IMC; new ways
of connecting with customers
Assessment task 3: Ongoing
blogging

20. Week 11
Workshop Topic Assessment activity
Critics of social; the limits of social
media and digital marketing
Assessment task 3: Final blog post
due before class

21. Week 12
Workshop Topic Assessment activity
Pecha Kucha
presentations
Assessment task 2 (WIL): presentations
Week 13: End of
semester
Assessment task 2 (WIL): Implementation
portfolio due (Tuesday at 12:00 — noon)

22. Assessments

23. Assignments:
1. Strategic Digital Marketing
Plan
• 30%: Due in Week 6
2. Digital Marketing
Implementation Portfolio
• 30%: Due in Week 13
3. Digital Marketing Blog
• One post due every
week (at least five
times)

24. Before you start…
Do you want to
work for
yourself or for a
small business?
1
Do you want to
work alone or
with someone
else?
2
Do you want to
do a
presentation or
a video?
3

25. Assessment
Task
1:
Strategic
Digital
Marketing
Plan
Assessment type: Written report
Due date: Tuesday at 13:00 in
week 6.
Weighting: 30%
Length: 2000-4000 words
(depending on whether you work
individually or as a group).

26. Overview
You are required to write a strategic digital marketing plan with a detailed
proposal and timeline.
The purpose of this assessment is to develop a plan based on a sound strategy
with the precise aim of creating value for target audiences. A strong plan is a
core foundation for any brand to meet the needs and wants of audiences,
measure impacts and continue to improve performance.

27. 3 options to execute your assignment and find an
industry professional to work with:
Option 1: Find a small
or medium sized
enterprise (SME) on
your own or apply for
one of our SME
programs.
01
Option 2: Brand
yourself as a future
graduate and
employment seeker
02
Option 3: Start your
own small business
brand.
03
Note: businesses must deliver real goods/services to real customers. You must work
with a mentor or SME.

28. Assessment
criteria WHY (15%) Description
of the explicit
need/motivation to
write and execute this
plan. Explanation of the
problem and WHY it
must be addressed.
Provide a critical analysis
of digital trends in the
industry and the likely
future impact of digital
marketing on your
chosen business.
WHO (15%) WHO are
the stakeholders? –
Customers &
competitors must be
covered. Give an
assessment of value
creation by key
competitors. Provide a
critical analysis of what
customers value and a
clear customer value
proposition: what is in it
for them?
WHAT (20%) A clear
articulation of WHAT
you want to achieve for
your brand. WHAT does
success look like? Set
clear S.M.A.R.T.
objectives in table
format.
HOW (20%) Description
of HOW the digital
marketing plan will be
implemented, including
a description of platform
use and tactics. In table
format, provide an
action plan, including
responsibilities, timeline,
budgets and the
measures/KPIs you will
use.
Professional Standard
(10%) Presents a logical
and clear argument in
appropriate business
language and grammar.
Correct referencing and
citing of high-quality
sources from the course.
Feedback Reflection
(15%) Demonstrate
reflection on feedback
provided.
•Industry Feedback
(5%) Feedback on the
plan must be included as
an appendix. Feedback
must outline the name,
contact details, and the
feedback received.

29. HD D C P N
WHY (15%) Description of the explicit
need/motivation to write and execute this
plan. Explanation of the problem and WHY
it must be addressed. Provide a critical
analysis of digital trends in the industry and
the likely future impact of digital marketing
on your chosen business.
HD: • Detailed and convincing description
of why the plan is needed. • Evidence-
based critical analysis of current trends
with conclusive predictions of the
implications for your brand.
D: • Detailed description of why the plan is
needed. • Evidence-based analysis of
current trends with sound predictions of the
implications for your brand.
C: • Reasonable description of why the
plan is needed. • Analysis of current trends
drawn from own experience and evidence
with reasonable predictions of the
implications for your brand.
P: • Tentative description of why the plan is
needed. • Analysis of current trends drawn
from own experience with some predictions
of the implications for your brand.
N: • Inconclusive description of why the
plan is needed. • Mere description of
current trends drawn from own experience
with arbitrary predictions of the implications
for your brand.
WHO (15%) WHO are the stakeholders? –
Customers & competitors must be covered.
Give an assessment of value creation by
key competitors. Provide a critical analysis
of what customers value and a clear
customer value proposition: what is in it for
them?
HD: • Detailed and convincing description
of who the customers and competitors are.
• Convincing assessment of how key
competitors deliver customer value. •
Evidence-based critical analysis of what
customer value in relation to the
brand/context leading to a convincing
customer value proposition.
D: • Detailed description of who the
customers and competitors are. • Sound
assessment of how key competitors deliver
customer value. • Evidence-based analysis
of what customer value in relation to the
brand/context leading to a sound customer
value proposition.
C: • Reasonable description of who the
customers and competitors are. •
Reasonable assessment of how key
competitors deliver customer value. •
Analysis of what customer value in relation
to the brand/context drawn from own
experience and evidence leading to a
reasonable customer value proposition.
P: • Tentative description of who the
customers and competitors are. • Tentative
assessment of how key competitors deliver
customer value. • Analysis of what
customer value in relation to the
brand/context drawn from own experience
customer value proposition may be vague
or incomplete.
N: • Inconclusive description of who the
customers and competitors are. •
Insufficient assessment of how key
competitors deliver customer value. •
Description of customer value in relation to
the brand/context with little analysis and
inconclusive customer value proposition.
WHAT (20%) A clear articulation of WHAT
you want to achieve for your brand. WHAT
does success look like? Set clear
S.M.A.R.T. objectives in table format.
HD: • Detailed and convincing description
of the plan’s goal. • S.M.A.R.T. objectives
convincingly outline what the plan aims to
achieve and what successful
implementation will look like.
D: • Detailed description of the plan’s goal.
• S.M.A.R.T. objectives clearly outline what
the plan aims to achieve and what
successful implementation will look like.
C: • Reasonable description of the plan’s
goal. • S.M.A.R.T. objectives outline what
the plan aims to achieve and what
successful implementation will look like.
P: • Tentative description of the plan’s goal.
• S.M.A.R.T. objectives tentatively outline
what the plan aims to achieve and what
successful implementation will look like.
N: • Inconclusive description of the plan’s
goal. • S.M.A.R.T. objectives may be
missing or incomplete in outlining what the
plan aims to achieve and what successful
implementation will look like.
HOW (20%) Description of HOW the digital
marketing plan will be implemented,
including a description of platform use and
tactics. In table format, provide an action
plan, including responsibilities, timeline,
budgets and the measures/KPIs you will
use.
HD: • Proposed implementations
appropriately address the ‘Why, Who &
What’, evidence-based, concise, and
persuasive. • Action plan reflects the ‘Why,
Who & What’; it is based on reason and
evidence, with a convincing timeline,
outline of responsibilities, budgets, and
measures/KPIs.
D: • Proposed implementations
appropriately address the ‘Why, Who &
What’, evidence-based and concise. •
Action plan reflects the ‘Why, Who &
What’; it is based on reason and evidence,
with a timeline, outline of responsibilities,
budgets, and measures/KPIs.
C: • Proposed implementations adequately
address the ‘Why, Who & What’, with some
evidence. • Action plan somewhat reflects
the ‘Why, Who & What’; it is based on
reason and some evidence, with an
attempted timeline, outline of
responsibilities, budgets, and
measures/KPIs.
P: • Proposed implementations somewhat
address the ‘Why, Who & What’, with
tentative evidence. • Action plan attempt to
reflect the ‘Why, Who & What’; but needs
better reasoning and/or evidence. The
timeline, outline of responsibilities, budgets,
and measures/KPIs may need revision.
P: • Proposed implementations may not
address the ‘Why, Who & What’, with
inconclusive evidence. • Action plan
inadequately reflects the ‘Why, Who &
What’; and needs better reasoning and/or
evidence. The timeline, outline of
responsibilities, budgets, and
measures/KPIs may be unconvincing or
incomplete.
Professional Standard (10%) Presents a
logical and clear argument in appropriate
business language and grammar. Correct
referencing and citing of high-quality
sources from the course.
HD: • The argument is logical, clear, and
grammatically flawless. • All sources are of
high quality and correctly cited, and
references are used in ways that are true to
the original context.
D: • The argument is logical and clear, with
few grammatical flaws. • All sources are of
high quality and correctly cited, and
references are used with concern for the
original context.
C: • The argument is logical, with few
grammatical flaws. • Most sources are of
high quality and correctly cited, and
references are used with reasonable
concern for the original context.
P: • The argument is logical but may
contain repeated grammatical errors. • Most
sources are of reasonable quality and
correctly cited, with some concern for the
original context of the references.
N: • The argument lacks logic and may
contain frequent grammatical errors. •
Sources may be inappropriate, incorrectly
cited and with little concern for the original
context of the references.
Industry Feedback (5%) Feedback on the
plan must be included as an appendix.
Feedback must outline the name, contact
details, and the feedback received.
HD: • The feedback is included as an
appendix and contains the name, position,
contact details, screenshots, and meeting
minutes of the feedback received. • The
SME/Mentor is easily identifiable, and they
are obviously onboard with the project.
D: • The feedback is included as an
appendix and contains the name, position,
contact details, screenshots and/or
meeting minutes of the feedback received.
• The SME/Mentor is identifiable, and it
appears they are onboard with the project.
C: • The feedback is included as an
appendix and contains the name, position,
contact details, and feedback received. •
The SME/Mentor appears to be identifiable,
but it is somewhat unclear from the
information provided whether they are
onboard with the project.
P: • The feedback is included as an
appendix and contains the name, position,
contact details, and feedback received
(although some of this information may
appear inconclusive). • The SME/Mentor
appears to be identifiable, but it is
somewhat unclear from the information
provided whether they are onboard with the
project.
N: • The feedback is not included as an
appendix or does not fully contain the
name, position, contact details, or
feedback received (although some of this
information may appear inconclusive). •
The SME/Mentor may be difficult to
identify, and/or it is unclear from the
information provided whether they are
onboard with the project.
Feedback Reflection (15%) Demonstrate
reflection on feedback provided.
HD: • Demonstrate strong communication
skills through evidence of discussing the
implementation plan with the SME/mentor.
• Outstanding ability to consider feedback
and craft a strategic plan that addresses
the ‘Why, Who & What’.
D: • Demonstrate communication skills
through evidence of discussing the
implementation plan with the SME/mentor.
• Solid ability to consider feedback and
craft a strategic plan that addresses the
‘Why, Who & What’.
C: • Demonstrate communication skills
through some evidence of discussing the
implementation plan with the SME/mentor.
• Attempts shown to consider feedback and
craft a strategic plan that addresses the
‘Why, Who & What’.
P: • Inconclusive evidence of discussing
the implementation plan with the
SME/mentor. • Uncertain attempts are
shown to consider feedback to craft a
strategic plan that addresses the ‘Why,
Who & What’.
N: • Little or no evidence of discussing the
implementation plan with an SME/mentor. •
Inconclusive evidence was shown that
industry feedback was considered to craft
a strategic plan that addresses the ‘Why,
Who & What’.

30. Assessment details
• Plan several strategic implementations that you can reasonably execute
within the timeframe of a semester. Implementations in your portfolio may
include:
• Social media content creation
• Creating a new website
• Improvements to an existing website
• Registrations of digital assets (website) with Google
• Search Engine Marketing (i.e. improve Google rankings)
• Optimisation for mobile
• IoT utilisation
• Data-driven approaches, usage of analytics
• IMC; combining online/offline strategies
Individual; 2 implementations, 3 for pairs, and 4 for groups.

31. Method
Step 9 Document your feedback
Step 8 Discuss your plan with your industry mentor or SME
Step 7 Write the details of your digital marketing plan
Step 6 Research your chosen industry.
Step 5 Discuss with your tutor your plan’s direction and your proposed SME /
mentor.
Step 4
Decide on your strategic implementations in consultation with your
industry partner (SME/mentor) (Remember two implementations
individual submission, three for pairs and four for group).
Step 3 Determine, reach out to, and confirm your industry SME or mentor.
Step 2 Decide if you are going to work directly with a SME (Option 1), Brand
yourself (Option 2) or build your own small business (Option 3).
Step 1 Decide whether you are going to work individually, pairs or group.

32. Assessment
Task
2:
Digital
Marketing
Implementation
Portfolio
Assessment type: Digital Portfolio
Due date: Tuesday at 13:00 in week
13.
Weighting: 30%
Length: Digital evidence, 600-1000-
word reflection, 3-5 minutes video,
and/or Pecha Kucha presentation

33. Overview
You are required to implement your strategic digital marketing plan
developed from Assessment 1 and submit a formatted digital
portfolio to showcase the digital resources you built.
The purpose of this assessment is to demonstrate your capacity to
execute a strategic digital marketing plan. You need to showcase how
you do real-life digital marketing activities and reflect on its
effectiveness on customer value creation. Finally, you need to work
closely with your SME or mentor and reflect on their feedback on
your implementations.

34. Assessment
Criteria
•Evidence of implementation executed during the semester.
The HOW: Implementation execution (20%)
•Reflection of implementation in accordance with the ‘Why, Who & What’ of the
plan. Evaluation of audience value-on value added.
The ‘WHY, WHO & WHAT’: Reflection on value added (30%)
•Feedback on the implementations must be included as an appendix. Feedback
must outline the name, contact details, and the feedback received.
Industry feedback (5%)
•Demonstrates reflection on feedback provided.
Feedback reflection (10%)
•Purposely crafted video / PK presentation illustrating how you built one of your
implementations. Clearly outline how the implementation addressed the plan’s
‘Why, Who & What’ (Assignment 1).
Implementation visualisation (35%)

35. Criteria HD D C P N
The HOW: Implementation
execution (20%): • Evidence of
implementation executed during
the semester.
HD: • The portfolio shows
evidence of state-of-the-art
marketing resources developed
this semester.
D: • The portfolio shows
evidence of excellent
marketing resources
developed this semester.
C: • The portfolio shows
evidence of solid marketing
resources developed this
semester.
P: • The portfolio shows
evidence of reasonable
marketing resources developed
this semester.
N: • The portfolio shows
inadequate evidence of marketing
resources developed this
semester.
The ‘WHY, WHO & WHAT’:
Reflection on value added (30%):
• Reflection of implementation
in accordance with the ‘Why,
Who & What’ of the plan.
Evaluation of audience value-on
value added.
HD: • The implementations are
executed according to the ‘Why,
Who & What’ and reflect sound
strategic underpinning. • Strong
evidence of value-added for
target audiences.
D: • The implementations
are mostly executed
according to the ‘Why, Who
& What’ and reflect strategic
underpinning. • Evidence of
value-added for target
audiences.
C: • The implementations are
executed with reflection to the
‘Why, Who & What’ and some
strategic underpinning. • Some
evidence of value-added for
target audiences.
P: • The implementations are
executed with some reflection to
the ‘Why, Who & What’ and
some strategic thinking behind
them. • Attempts made to add
value to target audiences.
N: • The implementations are
executed with little reflection on
the ‘Why, Who & What’ and vague
strategic thinking. • Inadequate or
inconsistent evidence of value-
added for target audiences.
Industry feedback (5%): •
Feedback on the
implementations must be
included as an appendix.
Feedback must outline the name,
contact details, and the feedback
received.
HD: • The feedback is included
as an appendix and contains the
name, position, contact details,
screenshots, and meeting
minutes of the feedback
received. • The SME/Mentor is
easily identifiable, and they are
obviously onboard with the
project.
D: • The feedback is included
as an appendix and contains
the name, position, contact
details, screenshots and/or
meeting minutes of the
feedback received. • The
SME/Mentor is identifiable,
and it appears they are
onboard with the project.
C: • The feedback is included as
an appendix and contains the
name, position, contact details,
and feedback received. • The
SME/Mentor appears to be
identifiable, but it is somewhat
unclear from the information
provided whether they are
onboard with the project.
P: • The feedback is included as
an appendix and contains the
name, position, contact details,
and feedback received (although
some of this information may
appear inconclusive). • The
SME/Mentor appears to be
identifiable, but it is somewhat
unclear from the information
provided whether they are
onboard with the project.
N: • The feedback is not included
as an appendix or does not fully
contain the name, position,
contact details, or feedback
received (although some of this
information may appear
inconclusive). • The SME/Mentor
may be difficult to identify, and/or
it is unclear from the information
provided whether they are
onboard with the project.
Feedback reflection (10%): •
Demonstrates reflection on
feedback provided.
HD: • Demonstrate strong
communication skills through
evidence of discussing the
completed implementations
with the SME/mentor. •
Outstanding ability to consider
feedback to craft a portfolio that
addresses the ‘Why, Who &
What’.
D: • Demonstrate
communication skills
through evidence of
discussing the completed
implementations with the
SME/mentor. • Solid ability
to consider feedback to craft
a portfolio that addresses
the ‘Why, Who & What’.
C: • Demonstrate
communication skills through
some evidence of discussing
the completed
implementations with the
SME/mentor. • Attempts
shown to consider feedback to
craft a portfolio that addresses
the ‘Why, Who & What’.
P: • Inconclusive evidence of
discussing the completed
implementations with the
SME/mentor. • Uncertain
attempts are shown to consider
feedback to craft a portfolio that
addresses the ‘Why, Who &
What’.
N: • Little or no evidence of
discussing the completed
implementations with an
SME/mentor. • Inconclusive
evidence was shown that industry
feedback was considered to craft a
portfolio that addresses the ‘Why,
Who & What’.
Implementation visualisation
(35%): • Purposely crafted video
/ PK presentation illustrating how
you built one of your
implementations. • Clearly
outline how the implementation
addressed the plan’s ‘Why, Who
& What’. (NOTE: HD & D can only
be achieved when the required
format is adhered to).
HD: • The video/PK follows the
required format. • The video/PK
purposely use audio and visual
elements to show how and why
the implementation was built. •
The video/PK clearly
demonstrate addressing the
plan’s ‘Why, Who & What’.
D: • The video/PK follows
the required format. • The
video/PK makes reasonable
use of audio and visual
elements to show how and
why the implementation was
built. • The video/PK
demonstrate addressing the
plan’s ‘Why, Who & What’.
C: • The video/PK may deviate
from the required format. •
The video/PK makes some use
of audio and visual elements to
show how and why the
implementation was built. •
The video/PK attempts to
address the plan’s ‘Why, Who
& What’.
P: • The video/PK may deviate
from the required format. • The
video/PK attempt to use audio
and visual elements to show how
and why the implementation was
built. • The video/PK makes
some attempts address the
plan’s ‘Why, Who & What’.
N: • The video/PK may deviate
from the required format. • The
video/PK inadequately use audio
and visual elements to show how
and why the implementation was
built. • The video/PK does not
adequately address the plan’s
‘Why, Who & What’.

36. Assessment details
• The portfolio must include the following:
• A brief overview of the implementations, including a description of
HOW they were done (and for pairs and groups who did them).
• Hyperlinks to each implementation, screenshots, and other visual
elements (excluded from the word count - but this part should contain
very little text).
• Short reflections on each implementation (200 words for each),
including how you executed it according to the plan’s ‘Why, Who &
What’.
• Evidence of feedback/comments from your SME/mentor on your
implementations (excluded from the word count. Should be presented
as an appendix containing screenshots and/or meeting minutes)
• Evidence of discussing the strategic implementations with the
SME/mentor and reflection on how you considered the feedback in the
portfolio (to respond to and address the ‘Why, Who & What’ of the
plan) - 200 words
• Contain a hyperlink to the video and/or PK PowerPoint slides (slides as
an appendix).

37. Pecha Kucha ぺちゃくちゃ
• “Get to the PowerPoint in 20 slides then sit the hell down”
• “The result, in the hands of masters of the form, combines business
meeting and poetry slam to transform corporate cliché into surprisingly
compelling beat-the-clock performance art.” (Daniel Pink, Wired
magazine, 2007)
• If you work as a pair or group; you need to present alternating slides (which
require significant rehearsal)
• See

38. Instructional
Video
• Creative, engaging
• Appropriate
examples and
creative
elements should
be used to
demonstrate
your
understanding.

39. Method
Step 9 Submit and present
Step 8 Collect and format your portfolio evidence
Step 7 Craft your video / PK presentation
Step 6 Track, collect and reflect on feedback provided by
SME /mentor; how did the feedback impact your implementations?
Step 5
Reflect on your implementations in relevance to your plan and keep a
dialogue with your SME/mentor about how it created value
to their/your target audience / client.
Step 4 Build your digital resources and execute your implementations.
Step 3 Discuss the feedback from Assessment 1 and your implementation
strategy with your SME/ mentor.
Step 2 Attend the feedback / feedforward workshop in Week 8 to further
discuss your implementation strategy.
Step 1 Review the feedback from Assessment 1; your strategic plan.

40. Assessment
task
3:
Digital
Marketing
Blog
Assessment type: Series of
written blogs
Due Date: Blog page URL – Week
2 | Individual Blog posts Week 2-
11.
Weighting: 40%
Length: 300-400 per blog post (+/
10%)

41. Overview
You are required to write a series (minimum 5) of blog posts based on
the weekly topics and content throughout the semester. Your weekly
blog posts should have value-added perspectives, opinions and/or
critiques that can engage with your audience. You will be required to
comment and provide feedback on your peer’s blog posts. You will
promote your blog post through the course MIRO board.
The purpose of this assessment is to improve your critical thinking skills
by discussing central theories and concepts related to digital marketing.
You will also enhance your skills in providing peer feedback by
commenting on others’ posts. Blogging and content creation are
essential components of digital marketing, and you will build a resource
for yourself that directly improves your employability.

42. • Blogging and content creation are key component of
digital marketing, and you will build a resource for
yourself that directly improves your employability

43. Assessment
criteria
Write meaningful and relevant blog content
(40%)
Professional standard (15%) supporting claims
and ideas, providing hyperlinks to information
within and outside the blog. Spelling, grammar,
and punctuation.
Layout and structure of the blog online (15%),
visual appeal of work including multimedia and
graphics, and website navigability.
Peer feedback (30%), Follows the sandwich
approach (compliment, critique,
encouragement). Suggestions for improvement
and/or additional learning.

44. Criteria HD D C P N
Blog content (40%) •
Meaningful and relevant
digital marketing content
(related to the seminar
topics). • Original, recent,
and relevant examples.
HD: • Content is meaningful
and relevant to the seminar
topics and demonstrates an
in-depth understanding of
theory from the course. •
Examples used are
contemporary and relevant to
the topics.
D: • Content is meaningful
and relevant to the
seminar topics and
demonstrates a sound
understanding of theory
from the course. •
Examples used are recent
and relevant to the topics.
C: • Content is relevant to
the seminar topics and
demonstrates an
understanding of theory
from the course. •
Examples used are not too
old and relevant to the
topics.
P: • Content is somewhat
meaningful and relevant to the
seminar topics and
demonstrates some
understanding of theory from
the course. • Examples used are
reasonable but sometimes old
and not always directly relevant
to the topics.
N: • Content does not reflect
the seminar topics and
demonstrates a limited
understanding of theory
from the course. • Examples
are sometimes old and/or
irrelevant to the topics.
Professional Standard -
content presentation (15%) •
Support for claims and ideas
with examples, references,
and evidence from
trustworthy sources. •
Provision of Hyperlinks to
trustworthy sources. •
Spelling, grammar, and
punctuation.
HD: • Claims and ideas are
always supported with
trustworthy examples,
references and evidence. •
Consistent usage of
hyperlinks to trustworthy
sources. • No errors in
spelling, grammar, and
punctuation
D: • Claims and ideas are
well supported with
trustworthy examples,
references and evidence.
• Frequent usage of
hyperlinks to trustworthy
sources. • Only very minor
errors in spelling,
grammar, and punctuation
C: • Claims and ideas are
frequently supported with
trustworthy examples,
references and evidence. •
Hyperlinks to trustworthy
sources. • Minor errors in
spelling, grammar, and
punctuation
P: • Claims and ideas are not
always supported with
trustworthy examples,
references and evidence. •
Hyperlinks to trustworthy
sources are sometimes used. •
Errors in spelling, grammar, and
punctuation
N: • Claims and ideas are not
supported with trustworthy
examples, references and
evidence. • Hyperlinks to
trustworthy sources are
infrequently used. •
Consistent errors in spelling,
grammar, and punctuation
Layout and structure of the
blog online (15%) •
Navigability of website. • The
visual appeal of work,
including multimedia and
graphics.
HD: • The blog is easy to
navigate with a thoughtful
and deliberate layout. • The
blog is visually outstanding,
with frequent and purposeful
use of multimedia and
graphics.
D: • The blog is easy to
navigate, and the content
is easy to find. • The
content is visually
appealing, with frequent
use of multimedia and
graphics.
C: • The blog can be
navigated relatively easily,
and all pages and sub-
pages serve a clear
function. • The content is
visually appealing, using
multimedia and graphics.
P: • The blog layout is
functional, but pages and sub-
pages should have been used
more efficiently. • Multimedia
and graphics have sometimes
been used.
N: • The blog may contain
‘template leftovers’ and is
difficult to navigate. •
Multimedia and graphics
have seldom been used.
Peer Feedback, written (15%)
• Timely feedback. • Follows
the sandwich approach
(compliment, critique,
encouragement). •
Suggestions for improvement
and/or additional learning.
HD: • Feedback is always
timely. • Outstanding
sandwich approach. •
Feedback provided had
outstanding suggestions for
improvement and/or
additional learning.
D: • Feedback is always
timely. • Excellent
sandwich approach. •
Feedback provided had
excellent suggestions for
improvement and/or
additional learning.
C: • Good sandwich
approach. • Feedback
provided had good
suggestions for
improvement and/or
additional learning. • The
above may be exceeded,
but the feedback may not
always be timely.
C: • Reasonable sandwich
approach. • Feedback provided
had reasonable suggestions for
improvement and/or additional
learning. • The above may be
exceeded, but the feedback
may frequently be late.
N: • Inconsistent sandwich
approach. • Feedback
provided had little or no
suggestions for improvement
and/or additional learning. •
The above may be exceeded,
but the feedback may
consistently be late.
Peer Feedback, oral (15%) •
Brief overview of peers’ blog
post. • Follows the sandwich
approach. • Generate and
lead a class discussion.
HD: • Clear and concise
overview of peers’ blog post.
• Outstanding sandwich
approach. • Brings up
excellent discussion point and
independently lead a
discussion.
D: • Clear overview of
peers’ blog post. •
Excellent sandwich
approach. • Brings up
great discussion point and
attempt to lead a
discussion.
C: • Reasonable overview
of peers’ blog post. • Good
sandwich approach. •
Brings up a discussion point
and attempts to lead a
discussion.
C: • Acceptable overview of
peers’ blog post. • Reasonable
sandwich approach. •
Inconclusive discussion point
and/or attempt to lead a
discussion.
N: • Somewhat confusing or
incomplete overview of
peers’ blog post. •
Inconsistent sandwich
approach. • Little or no
attempt to generate class
discussion.

45. Assessment
details
Critically write about Digital
Marketing and provide peer
feedback throughout the
semester. You will blog at least
five (5) times during the
semester and provide peer
feedback
on one blog post each week.
Each contribution to your blog
should be a well-considered
and thought-provoking
comment about a relevant
aspect of Digital Marketing and
related to the respective
workshop/seminar topics. Your
blog post should never be a
summary, or a description of
the material given to you in the
readings and videos for each
week.

46. Method
Step 11
After completing the blogging assignment (end of week 10), paste all
your comment screen-shots (Step 9) and submit them to Turnitin via
Canvas.
Step 10
Repeat steps 5-8 a minimum of 5 times, totalling five (5) blog posts and
step 9 peer feedback every week.
Step 9
Using the class Miro board, read and comment on a post from one of
your peers before class and save a screenshot of your comment.
Step 8 Post and promote your blog post to your class Miro board.
Step 7 Upload your post to your blog page and go live!
Step 6
Do further research on the topic, write your first blog post as a word
document and submit it to Turnitin via Canvas submission
Step 5
Watch the lecture video for the following week and review the learning
material.
Step 4 Submit the blog page URL on Canvas under the assessment submission.
Step 3 Create your blog page (on WordPress or equivalent)
Step 2 Review learning resources on how to write a blog
Step 1
Nominate a week you would like to share your peer feedback in class
via the class Miro board