PORTFOLIO ASSIGNMENT 1

CONTEXT AND BRIEFING

In the last lecture, the aims of (digital) marketing. Keeping them in mind,
make a promo video for the Communication Studies program at HAN
International School of Business. What needs and wants of prospective
students do we fulfill? What are our unique selling points that set us apart
from our competitors?

TO-DO
• Create a story board, and shoot and edit your video (in pairs)
• The video should be 60 to 90 seconds long
• The target group is future Communication Studies students

DELIVERABLES
• Deadline for Class Presentation: TBD (Week 5 or Week 6)
• Add the storyboard and a link to your final video in your presentation
 PORTFOLIO ASSIGNMENT 2
CONTEXT AND BRIEFING
You will start your own social media monitoring research. You must use at least 3 monitoring tools of
your choice (with proper APA references).

TO-DO
Create (individually) an infographic that shows a sentiment analysis of your chosen topic. It can include
any number of insights and may have any format and sequence, but if you are confused, here are some
basic questions to help you:
• Define the topic
Describe your topic very briefly (remember this is an infographic, so don’t put too much text)
• What’s the sentiment?
The ratio of negative, positive and neutral sentiment on this topic on social media
Tools: Social Buzz | Talkwalker (sign up with email only) | Sentiment Viz
• Detailed Analysis:
You can choose from these questions:
• What popular and/or emerging subtopics or themes are people talking about?
• Who are the famous people talking about this topic?
• What are people saying? Quotes from people are the best way to understand sentiment
• Where are people talking about this? Regions/countries/cities
• Tools: Google Trends | Answer the Public | Social Searcher | Sentiment Viz | Talkwalker |
Twitter search | Reddit search

DELIVERABLES
• Infographic
• APA citations for three tools
 PORTFOLIO ASSIGNMENT 3
CONTEXT AND BRIEFING
In this assignment, you will write a blog post based on what you have learned in Workshop 3.

TO-DO
STEP 1:
Choose a niche, find a topic, and write a blog post (around 500 words). We will call this the first draft of
your blog.

STEP 2:
Share your blog post with the student you paired up with and ask them to peer-review your first draft for
each of the questions in the BLOG CHECKLIST. You should then reflect on this peer review by sharing a list
of changes.

STEP 3:
Based on the feedback, write a second draft of your blog.

The blogs don’t have to be

DELIVERABLES uploaded on a platform
(they may). You can share
• First draft of your blog
them in Microsoft Word.
• Peer-review from your partner, based on the checklist
• Your reflection and list of changes
• Second draft of your blog
 BLOG CHECKLIST
READABILI
 Does the headline reflect what
TY
the reader can do with the blog?
 Are the paragraphs short and
separated by blank lines?
STYLE
 Is the text concise?
 Is the text engaging and
conversational?
 Is the tonality apt for a blog
(authentic, relatable, playful, and/or
personal)

CONTENT STRUCTUR
 Does the blog contain practical tips and specialist
knowledge?  Is the headline substantive,
 Does the text contain references to relevant other
content?
E stimulating and seductive?
 Are all connections clear and explicit
 Is the text enriched by suitable images or
infographics or audio or video? enough?
 Is the text free of spelling and grammar errors?
 PORTFOLIO ASSIGNMENT 4
CONTEXT AND BRIEFING
ISIC is the non-profit organization behind the International Student Identity Card (ISIC). The ISIC card is
the only internationally accepted proof of bona fide student status. It can get students lots of discounts
and benefits.
Imagine that the organization has hired you as a digital marketing to design a Facebook ad campaign
using sequenced storytelling, to drive visitors to their landing page.

TO-DO
STEP 1:
Identify a target group and carry out an audience insights research for that target group. Use at
least one digital tool, and two reliable sources. Then explain the key characteristics of your target
group. Cite your sources and use charts and graphs when useful.
Tools and sources: YouGov Audience Insights (free basic if you sign up) | Eurostat | Statista |
DataReportal | or any other

STEP 2:
Design a Facebook ad campaign using sequenced storytelling. It should include THREE Facebook
ads, for three separate phases of the digital marketing funnel (one ad per phase). For each ad,
elaborate why it is useful for that phase.

DELIVERABLES
• Target group insights
• Three Facebook ads
• Explanation for each ad
 PORTFOLIO ASSIGNMENT 5
CONTEXT AND BRIEFING
In a previous assignment, you had created two drafts of a blog, based on a specific topic.
Now you need to transform the content in SEO-proof following the tips discussed in class.

TO-DO
STEP 1:
Identify which 3-5 keywords will people search you for.

STEP 2:
Rephrase or reformat your blog to optimize it for search engines. You will use the six items of the
checklist in the previous slide:
• Keywords in the Title and first paragraph
• Headings & subheadings (with keywords, synonyms or related words)
• Lists and tables to organize your points
• Images and videos (with descriptive captions that use keywords, synonyms or related words)
• Outgoing links to authoritative websites, resources and/or research
• Keyword density between 1.5% and 2%

STEP 3:
Include evidence of keyword density check by including screenshots from a density check tool
Tools: SEO Review Tools Density Check | AdResults Keyword Density Checker | Or any other

DELIVERABLES
• A short list of keywords you are targeting
• Draft 3 of your blog after carrying out SEO)
• Screenshot of density check
ON-PAGE SEO Google doesn't look for just keywords
anymore, it can use its natural language
SEO CHECKLIST processing to understand what you are
talking about with synonyms and
KEYWORDS IN TITLE HEADINGS/SUBHEADINGS
related words (Semantic SEO)
Keywords or answer Use headings and
in the title/headings subheadings (with
and the first words related to your
paragraph keywords)

KEYWORD DENSITY LISTS & TABLES

'Keyword density' Use lists, tables and
should be 1.5% to other ways to
2%; Too many organize your
keywords harm your writing
page’s ranking

IMAGES & MEDIA RESOURCFULNESS

Use original images Add links to useful
with relevant content on
descriptions authoritative
(although Google websites related to
may even 'read' your topic and
your images) keywords
 PORTFOLIO ASSIGNMENT 6
CONTEXT AND BRIEFING
You have learned the importance of digital analytics and have been introduced to a tool called Google
Analytics. Now, it is time to use it. In this assignment, you will learn how to find some key insights in the
Google Analytics dashboard.

TO-DO
Log in to the Google Analytics 4 demo account for Google Merchandise Store and find answers to
the following questions (for the demo website).

Demographics:
1. What percentage of the users are male and female?
2. What age groups do the users belong to?
3. What are the top 10 countries the users belong to?

Technology:
4. What are the percentages of mobile, web and tablet users?
5. What are the most popular browsers?

Engagement/Retention:
6. How many returning users do we get per day?
7. What is the average engagement time per session?
8. What is the lifetime value of each user?

DELIVERABLES
Screenshots of Google Analytics dashboard in your portfolio