Group project Evaluation

Team project on Website and Social Media driven Marketing Campaignfor one club in the
college or own business or any NGO requiring Digital Marketing services.

Team project is a major assignment in this course as it evaluates team-work and team leadership
as well, in addition to innovative thinking in designing digital marketing websites. The project is
required to be completed by a team of 6 – 8 students, with one of them acting as group leader.
Each team will represent a ‘consulting organization’ which is bidding for a Website
Requirement and Social Media Marketing project.
Students are required to design and create a base level website (eg. WIX). Use free and paid
methods to promote their business online through the website (use Facebook and Google
Adwords), FB page, Twitter Handle, You tube channel and Blog around their business.
The project requires each team to work on and present:

1. Identification of various categories of website users and their persona development

2. Identifying engagement opportunities with each of these users in various marketing activities
carried out by the business.
3. Designing journey maps for various categories of users in order to optimize their ‘interaction
experience’
4. Present all the above in a 10 slides and a working website, FB page/Insta/twitter handle, you
tube channel, and Blog.
5. Students have to share the link of their website with faculty and with peers to ensure
transparency in its functioning.
6. Project Presentation: Each group would be required to give a presentation on the project on
the date and time allotted to them. The Students will be evaluated on the basis of their
understanding of the work done and their level of involvement in the group project.

Note:
1. It’s a group assignment, and any evidence of copying from others or the internet will be
penalized.
2. Reasons have to be submitted for each of the decisions taken.\
3. Group presentation on Criteria 1- 5 before October 7, 2020. (Schedule a session with me
before October 7)
4. Criteria 6 is optional
5. PPT of 10 mins each indicating the main actions implemented. Details alongwith scrn
shots of your webpage and research to be submitted in moodle along with site links.
6. Group members/leader name/roll nos/ should be in Title slide

Evaluation will be done based on percentage of implementation of the mentioned steps as given
in the Rubrik

Rubric
Criteria/Cate 0-40% 40-70% Above 70%
gories
 1 Working Website designed as per Website designed as per
Website designed as per
Website usability/navigability/se usability/navigability/se
usability/navigability/se
arch ability arch ability and on page
arch ability and On page
SEO SEO /off page SEO
2 Research No research undertaken Audience behavior and Audience
keyword research behavior/keyword and
competitor research
undertaken
3 Business No business model or Business model and Business model and
model and strategy strategy without strategy based on
strategy research adequate research
4 Performance No performance funnel Performance funnel Performance funnel
Funnel and or KPI developed and 0-4 KPI developed and more
KPI than 4 KPI
5 Website Website has been Website has been Website has been
promotion promoted on 0-2 effectively and effectively and
(Google platforms effectively efficiently promoted on efficiently promoted on
Ads) FB and efficiently 2-4 platforms more than 4 platforms
page,
Twitter
Handle, You
tube channel
and Blog
around their
business.

6 Performance No results shown Some results of website Results of website

results performance/promotion performance/promotion
performance/SMM performance/SMM
shared shared

Digital Marketing Strategy/ Campaign Analysis

Identify a digital campaign currently run by any brand and differentiate between the strategy /
campaign analysis. It is a group assignment. Students to choose the Brand / Organization,and
inform the instructor in advance, to avoid the overlap.
Note:
1. It’s a group assignment, and any evidence of copying from others or the internet will be
penalized.
2. Analysis for each criteria has to be submitted.
3. Group presentation on Criteria 1- 5 before October 7, 2020. (Schedule a session with me
before October 7)
4. Criteria 6 is optional
 5. PPT of 10 mins each indicating the main actions implemented. Details alongwith scrn
shots of Campaign links/pages to be submitted in moodle. .
6. Group members/leader name/roll nos/ should be in Title slide

Evaluation will be done based on percentage of implementation of the mentioned steps as given
in the Rubrik

Rubric
Criteria/Categories 0-40% 40-70% Above 70%
1 No Campaign Campaign Goal is
. Campaign Goal Campaign goal is not consistently
Goal implemented implemented across
consistently various platforms
across various
platforms

2 TAF TAF based on TAF based on 3more

Target Audience profile (TAF) based on 3-5 than 5
0-3 dimensions(Lo dimensions(Location/A
dimension cation/Age ge /income/Goals etc)
s(Location /income/Goals
/Age etc)
/income/G
oals etc)
3 0-2 DMM 2-4 DMM S More than 4 DMMS
Digital Marketing Mix Strategy – S
DMM (blog/Advertising on SMM
platforms (e.g. Facebook Ads,
Instagram Ads)/ free educational
resources/Search engine
optimization/contests/ webinar/
podcast/ email campaign.

4 Online Media Mix-OMM 0-1 OMM 1-2 OMM All 3 OMM

(Owned /Earned/paid media)
5 Content (Title/keywords/use of Poor Average High quality content
Multi media/Creativity of content Content
content/Call to actions/Offers/USP

6 Performance/KPI No results Some results Results of performance

shown of shared
performance
shared