MANAGEMENT STUDY

PROGRAMFACULTY OF
ECONOMICS UNIVERSITAS
NEGERI PADANG
RENCANA PEMBELAJARAN SEMESTER (RPS)
A. Course Identity
Issued Date 29 November 2021
Revised Date 29 of January 2022
Course Name Digital Marketing
Course Code MNJ2.62.7027
Credit 3
Semester Three
Course Attribute Mandatory
Pre-requisite Marketing, Finance, Human Resource Management, and Operation Management
Lecturers: Lecturer Team
Short Desription courses that equip students with knowledge and skills by prioritizing mastery of the main topics,
namely, basic concepts of digital marketing, online networking strategy skills, digital marketing
strategies, utilization of Information Technology in Business Communication, designing content
marketing, making business reports, and oral and written communication in Business
Course Learning Outcome (CLO) CLO 1 Able to carry out research according to the field which includes
activities to formulate problems, process, analyze, interpret the
data obtained and communicate the results
CLO 2 Able to use information and communication technology both in
writing and orally in a professional and ethical manner for
learning Commerce (Business and Marketing) and its
development by the development of information technology by
the field
CLO 3 Individuals who are able to communicate both in writing and
orally in a professional and ethical manner in accordance with
developments in information technology in accordance with their
fields
CLO 4 Able to Develop content marketing designs
Matakuliah syarat

Bantuk Pembelajaran,

Kemampuan akhir tiap Metode Pembelajaran, Bobot

Penilaian Materi Pembelajaran Penila
Mg Ke- tahapan belajar Penugasan Mahasiswa,
[ Pustaka ] ian
(Sub-CPMK) [ Estimasi Waktu] (%)

Indikator Kriteria & Bentuk Luring (offline) Daring (online)

(1) (2) (3) (4) (5) (6) (7) (8)

1 Introduction to digital • Define the Non-test report e-learning The impact of

business and e-commerce meaning and electronic
scope of Summarise the main
communications on
digital reasons for adoption
business and of digital business traditional businesses
e‑commerce and
What is the difference
and their
barriers that may between digital
different
elements restrict adoption business and e-
• Summarise commerce?
● Outline the
the main ongoing business
reasons for
challenges of
adoption of
managing digital
digital
business and business in an
barriers that organisation,
may restrict paticularly online
adoption start-up businesses
• Outline the
ongoing
business
 challenges of
managing
digital
business in an
organisation,
paticularly
online start-
up businesses

2-3 Supply chain management • Identify the Optimisation of digital

main business services
elements of
supply chain Alternatives for
management acquiring digital
and their business systems
relationship
Managing web
to the value
chain and content
value
networks
• Assess the
potential of
information
systems to
support
supply chain
management
and the value
chain
4-5 Digital business strategy • Follow an Non-test report e-lerning Strategic analysis
appropriate
strategy Strategic objectives
process
 model for Strategy definition
digital
Business Strategy
Apply tools to implementation
generate and
Focus on Aligning and
select digital
impacting digital
business
business strategies
strategies
Outline
alternative
strategic
approaches to
achieve digital
business
6-7 Strategy Implementation • Able to make Digital business Case study Failed digital business
a great strategy strategies
decision implementation
according to a Selection of digital
case success factors for business strategy
SMEs
Options
Case Study
Focus on Aligning and
impacting digital
business strategies

Supply chain management • Identify the

main
elements of
supply chain
management
and their
 relationship
to the value
chain and
value
networks
• Assess the
potential of
information
systems to
support
supply chain
management
and the value
chain
8 MIDTERM

9 Connecting to the e- • Defining Non-test report Influencers

customers social media
and its use for Facebook, and other
marketing social media
• Analyzing the marketing
ads content
on the social
media
10-11 Uncovering the customer • Understandin Non-test report Interacting with
experinece g the customer data
customer bid
data Uncovering buyer
• Recognizing personas
why data is
Structuring buyer
crusial to
digital
marketing
 • Discovering
difernt types
of data
12-13 Crafting offer that Sells • Justify the Non-test report elearning Reviewing content
suites of types
content and
the brand Understanding
massage customer’s intent
• Developing a
Creating content
proposal or
framework using
scenario of
processes and
content
creation systems
• Making
channel or
ads based on
the
emarketing
scenario
14-15 Analyzing data for success • Review on Non-test report elearning Reviewinng the
going channel business model
form Crafting
offer that Reasoning the
Sells business strategy

Reviewing on going
improvement

16 FINAL EXAM
References:

1. Milani, Fredrik. 2019. Digital business analysis. Springer Nature Switzerland. E-book (ISBN 978-3-030-05719-0)
2. Diamond, Stephanie. 2019. Digital Marketing All in one. New Jersey: John Wiley& sons, Inc e-book (ISBN 978-1-119-56025-8)

3. Chaffey, Dave. 2015. Digital business and E-commerce management. Pearson Education Limited e-book (ISBN 978-0-273-78657-3)

4. Dorling Kindersley. 2014. The business book. London. DK limited (ISBN 978-1-4654-1585-1)

C. Academic Value, Norms and Ethics:

1. Student attendance should be 80% at minimum from total class session.
2. Students are allowed 10 minutes of delay to come to class.
3. Student who cannot come to class due to health issue or other reasons should include medical certificate from doctor or regarded reference.
4. Submission and presentation of assignment are in line with schedule
5. Learning activity is in line with the formal schedul and in case any change needed, agreed by both lecturer(s) and students
6. Wear descent cloths and shoes
7. Wear white shirt and black trouser/skirt at the time of mid-semester and final exams
8. Any violations of academic ethics and misbehavior during exam, resulting in no grading for the perpetrator.

D. Assessment Component and Weight:

1. Case Method : 50%
2. Assigment : 10%
3. Quiz : 10%
4. Mid Semester : 15%
5. Final Exam : 15%

E. Grading Point

Grade Marking Range Value

A 85 - 100 4.0
A- 80 - 84 3.6
B+ 75 – 79 3.3
B 70 - 74 3.0
B- 65 – 69 2.6
 C+ 60 – 64 2.3
C 55 - 59 2.0
C- 50 - 54 1.6
D 40 – 49 1.0
E ≤ 39 0.0

F. Assessment Plan
Task 1 Task 2 Task 3 Task 4
CLO UTS UAS (10%) (10%) (10%) (5%)
Week 3 th
Week 6 th
Week 12th
Week 15 th

CLO1 x x
CLO2 x x
CLO3 x X
CLO4 x x

G. Student Assessment Rubric

1. Written Report Rubric (Task 1,2 & 9)

Student’s Name: Matric No.:

Lecturer’s Name: Course Name:

Topic:

Below Basic Basic Proficient Advance

Marks
1 2 3 4
Understanding Demonstrates little or Demonstrates some Moves beyond surface Demonstrates disciplinary
of Topic no understanding of understanding of topic; understanding; understanding and
topic. Does not make Demonstrates facility with interconnections; makes links
connections among topical and disciplinary that suggest discovery of new
ideas knowledge information or new ways of
relaying information
Content Uses appropriate and Uses appropriate and Uses appropriate, relevant Uses appropriate, relevant, and
Development relevant content to relevant content to and compelling content to compelling content to illustrate
develop simple ideas develop and explore explore ideas within the mastery of the subject,
in some parts of the ideas through most of context of the discipline and conveying the writer’s
task. task. shape the whole task. understanding, and shaping the
whole task.

Support for Inappropriate or Includes some, but not Advances argument with Expertly advances argument
ideas insufficient details to adequate support for sound evidence and with well-researched evidence
support idea arguments references and documentation

Mechanics Errors are frequent Some errors in style or Writing is generally errors Writing is free of errors in
and distracting. grammar occur that free. grammar, punctuation, sentence
they become structure, capitalization and
distracting. spelling.
Organization Not organized, Some organization, Good organization and Excellent organization and
and discussion makes no discussions jump discussions are logically discussions are logically
development sense around, start and end ordered. ordered.
are unclear.

Total Marks
 Average

Scoring
Below basic 0-54
aBasic 55-69
Proficient 70-69
Advance 80-100
2. Problem Solving Rubric (Task 3,4,5,6,7,8,10,11)

Student’s Name: Matric No.:

Lecturer’s Name: Course Name:
Topic:

Below Basic Basic Proficient Advance Mark

1 2
Able to identify and explain
problem and issues with
maximum assistance
Identificatio
n of the Main Identifies and understand
Issues/ issues incorrectly with no
Problems information given or key
information missing.
Less capable in compiling
and analyzing data or
information that are
observed / found and not
Analysis of
able to identify the factors
the Issues that contribute to the
problem / issue or explain
the cause of the problem
Able to identify and explain
problems and issues with
little assistance
Identifies and understand
few of the issues with
limited explanation given
Capable to compile and
analyze data or information
that are observed / found
but less ability to identify
the factors that contribute
to the problem / issue or do
not explain the cause of
the problem clearly
3 4
Able to precisely and
clearly identify and explain
problem and issues without
assistance
Identifies and understand
most of the issues.
Explanation has some
ambiguity with some
important information
missing.
Capable to compile and
analyze the data or
information collected /
available, able to identify
the factors that contribute
to the problem / issue or
able to explain most of the
causes of the problem
s
Able to identify and explain
problems and issues
clearly and in detailed
Identifies and understand
all of the issues clearly and
outline necessary
objectives to solve the
problems.
Capable to compile and
analyze the data or
information collected /
available, able to identify
the factors that contribute
to the problem / issue
properly or able to explain
all the causes of the
problem clearly
 Below Basic
1 2
Irrelevant analysis of the
issues
Wrongly identifies the
technique/tools/approache
s for solving the problem or
does not provide any
technique/tools/approache
Use of s to the specific context of
techniques / the task assign.
tools /
approach Faced difficulty of
collecting and observing
the information for the
synthesis and evaluation
Less capable in making
decisions based on a
comparison of the
information, ideas and
Solutions / solutions available
strategies No action suggested,
and/or inappropriate
solutions to all of the
issues
Links to Irrelevant research and
Course links to any readings
Readings
and
Basic
Incomplete analysis of the
issues
Identifies the
technique/tools/approache
s for solving the problem
but is not relevant to the
specific context
of the task assign.
Able to collect information
for synthesis and
evaluation and
offers some evidence that
it is
easy to conclude
Capable to create a
satisfactory result based on
a comparison of the
information, ideas and
solutions available.
Little action suggested,
and/or inappropriate
solutions to a few issues
Incomplete research and
links to any readings
Proficient
3 4
Thorough analysis of most
of the issues
Identifies the correct
technique/tools/approache
s for solving the problem
that is applicable within a
specific context the task
assign but insufficient
information.
Able to collect information
for synthesis and
evaluation and offers a
good conclusion with
concrete evidence to
support the decision
Capable to make a good
decision based on a
comparison of the
information, ideas and
solutions available.
Appropriate, well thought
out solutions, or proposals
for solutions, to most of the
issues
Good research and
documented links to class
(and/or outside) readings
Advance Mark
s
Insightful and thorough
analysis of all the issues
Identifies the correct
technique/tools/approache
s for solving the problem
that is applicable within a
specific context the task
assign and provide
sufficient information
Able to collect information
for synthesis and
evaluation and offers a
very clear conclusion by
showing a lot of evidence
and quality to support the
decision
Capable to make a very
good and justified decision
based on a comparison of
the information, ideas and
solutions available.
Well documented,
reasoned and
pedagogically appropriate
solutions, or proposals for
solutions, to all issues
Excellent research into the
issues with clearly
documented links to class
(and/or outside) readings
 Below Basic Basic Proficient Advance Mark
1 2 3 4 s
Additional
Research
(optional**)
TOTAL MARKS

AVERAGE

3. Knowledge Rubric

Student’s Name: Matric No.:

Lecturer’s Name: Course Name:

Course Learning Outcomes Traits

No. Questions
CLO1 CLO2 CLO3 CLO4 T1 T2 T3
1.
2.

3.

Marks 100 marks

1. Identify CLO related to knowledge.

Example: CLO1: students will be able to define the marketing concepts, activities, analysis and theories

2. Within the same CLO, separate the items based on the identified traits (i.e. Trait 1: understand, Trait 2: explain and Trait 3:apply). Arrange the items
based on the same traits and CLO.
 RUBRIC ON KNOWLEDGE (Summary)

Traits Below Basic Basic Proficient Advance

1 2 3 4
understands the knowledge of related discipline.
is able to explain the knowledge of related discipline.
dent is able to apply the knowledge of related discipline.
Subtotal number of students
Total number of students x 100
Percentage
4. Oral Presentation Rubric

Student’s Name: Matric No.:

Lecturer’s Name: Course Name:
Topic:

Audience cannot understand
Organization presentation because there
is no sequence of
information.
Subject Student does not have grasp
Knowledge of information; student
cannot answer questions
about subject.
Eye Contact Student reads all of report
with no eye contact.
Audience has difficulty
following presentation
because student jumps
around.
Student is uncomfortable with
information and is able to
answer only rudimentary
questions.
Student occasionally uses
eye contact, but still reads
most of report.
Student presents
information in logical
sequence which audience
can follow.
Student is at ease with
expected answers to all
questions, but fails to
elaborate.
Student maintains eye
contact most of the time but
frequently returns to notes.
Student presents
information in logical,
interesting sequence
which audience can
follow.
Student demonstrates
full knowledge (more
than required) by
answering all class
questions with
explanations and
elaboration.
Student maintains eye
contact with audience,
seldom returning to
notes.
 Verbal Many pronunciation errors
techniques and run-on sentences.
Student mumbles and
speaks too quietly for
audience in the back of
class to hear.
Delivery Delivery techniques are
(oral/visual) either distracting from
understandability of the
presentation or fail to be
effective; student is clearly
uncomfortable or
unprepared.
Visuals are poorly prepared.
There is a lack of creativity.
5. Team Work Rubric (Peer Review)
Student’s Name: Matric No.:
Lecturer’s Name: Course Name:
Topic:
Some pronunciation errors
and run-on sentences.
Student’s voice is low.
Audiences have difficulty
hearing presentation.
Delivery techniques
sometimes detract from
audience comprehension;
student appears
uncomfortable. Verbal cues
include unnecessary gestures
and purposeless body
language.
Some materials are not
supported by visuals.
Creativity is average.
Few pronunciation errors
and run-on sentences.
Student’s voice is
somewhat clear. Most
audiences can hear
presentation.
Delivery techniques make
the presentation
understandable, interesting,
and student appears
comfortable; Nonverbal
cues are appropriate and
useful.
Visuals help the flow of the
presentation and are easy
to read/view. Creativity is
apparent.
Precise pronunciation
and uses complete
sentences.
Student uses clear
voice so that all
audiences can hear
presentation.
Delivery techniques
make the presentation
compelling; student
appears confident;
Non-verbal cues aid
significantly.
Visual aids are well
prepared, informative,
effective, professional
and not distracting.
Creativity is
outstanding.
Total Marks
Average
 1 = Never 2 = Rarely 3 = Usually 4 = Always Marks
Cooperation Never show any Rarely show any Usually show good Always show excellent
cooperation in the group cooperation in the group cooperation in the group cooperation in the group
discussion. discussion. discussion. discussion.
Contributions Never provide useful Rarely provides useful Usually provides useful Always provides useful
ideas when participating ideas when participating in ideas when participating in ideas when participating in
in the group and in the group and in the group and in classroom the group discussion.
classroom discussion. classroom discussion. discussion.
Project Nothing has been done Tends to procrastinate, but Usually uses time well Always uses time well
preparation/ Time by the deadlines rarely has things throughout the project, but throughout the project to
management completed by the may have procrastinated ensure things are done on
deadlines. on one thing. time.
Working with Never attend meeting, Rarely attend meeting, Usually attend meeting Always attend meeting,
Others never listen to or share rarely shares with or usually shares with or always listens to or shares
with or support the effort supports the efforts of supports the efforts of with or supports the efforts
of others. others. others. of others.
Supportive Never demonstrate Rarely demonstrates Usually demonstrates Always demonstrates
Behavior supportive behavior and supportive behavior and supportive behavior and supportive behavior and
motivate other team motivate other team motivate other team motivate other team
members. members. members. members.

Group Interaction No interaction and Less interaction and Fair interaction and Frequent interaction and
exchange of ideas for exchange of ideas for exchange of ideas for each exchange of ideas for
each team members. each team members. team members. each team members.

TOTAL MARKS

AVERAGE

6. Entrepreneurship Rubric
Student’s Name: Matric No.:
Lecturer’s Name: Course Name:
Topic:
 1 =Below Basic 2 = Basic 3 = Proficient 4 = Advance Marks
Creativity Trying new ways of Activities could be executed in Activities could be executed Activities could be executed in
doing activities has a different way has been in a different way has been a different way has been
not even been considered outline with some alternative outlined with some alternative
considered to measure their efficiency.

Innovative No ideas or Some idea or innovative Various ideas and solutions Various ideas and solutions
innovative solution solution has been proposed has been proposed and has been proposed and the
have been proposed but no specific process outline. application process has been
clearly outlined.

Proactive Suitable contributions Some suitable contributions Suitable contributions have Suitable contributions are
have not been have been provided to tackle been provided and some provided to high quality level
provided the problems ideas are good enough to and correlated to existing
tackle problems situations and problems
Synthesis New ways to make A new way of doing things has Two or more new ways of Two or more new ways of
things have not been been identified but lack of pros doing things have been doing things are described
identified and cons described with some pros and all the pros and cons are
and cons described
Risk No risks and benefits As assessment is carried out A comprehensive Risk and benefits are
Tolerance are identified in a to analyse the probability and assessment of risks and prioritized.
limited way potential consequences of benefits are carried out
each risk or benefit

TOTAL MARKS

AVERAGE
 VALIDITY SHEET SEMESTER LEARNING PLAN (RPS)

Course/Subject Name : Digital Marketing

Course Code : MNJ1.82.2013
Credit :3
Semester : Three
Study Program : Management
Department : Management
Teaching Team : Husnil Khatimah, Ph.D.

Padang, 29 of January 2022

Validated by,
Coordinator of Subject Lecturer of Subject

Husnil Khatimah, Ph.D. Husnil Khatimah, Ph.D.

NIP. 199109112020122028 NIP. 199109112020122028
Approve
Head of Department

Perengki Susanto, S.E., M. Sc., Ph. DNIP.

19810404 200501 1 002