ASSESSMENT BRIEFING

Individual Digital Marketing Specialist Portfolio testing all learning outcomes contributes 100% of the final module mark.

Assessment Purpose

This assessment tests your ability to apply digital marketing principles and practices to a real-world client scenario. Through the creation of a comprehensive portfolio, you will demonstrate:

• Advanced analytical skills for evaluating landing performance (SEO Audit & Content Analysis)
• Practical expertise in content creation for SEO enhancement
• Ability to create targeted email marketing campaigns using industry best practices
• Proficiency in developing platform-specific social media content strategies
• Awareness of ethical considerations and professional reflection within digital marketing practice

Learning Outcomes Assessed

On successful completion of this module, you should be able to:

1. Critically evaluate the strategic implications of the digital marketing landscape. (KU1, SS7)
2. Critically evaluate the appropriateness of web (natural/organic and paid), mobile, email, content, social media and affiliate marketing approaches. (SS6)
3. Critically apply the concepts, principles and theories of digital marketing communications. (KU2, SS6)
4. Construct appropriate digital marketing communications utilising justified media channels. (SS7)
5. Design innovative marketing communications campaign plans. (SS7)
6. Critically evaluate the contemporary regulatory requirements, data protection, compliance and ethics of digital marketing. (KU3, SS5)

Assessment Scenario: Client Brief Overview

You, acting as a Digital Marketing Specialist, have been hired by a client whose brand is underperforming digitally due to limited budget, in-house skills gaps, and strong competition. You must provide implementable solutions across the website, SEO, email marketing, and social media promotion, all of which should align with the client’s brand identity, mission, and objectives, in alignment with ethical digital marketing practices. You should select one of the brands provided to complete the portfolio. No two students should work on the same brand.

Reflective Narrative (1,500 words)

Objective: Critically reflect on your professional practice during the portfolio creation.

Structure Guidelines:

1. Introduction:

• Briefly recap the client scenario and portfolio objectives.
• State your approach to solving the client’s digital challenges.

2. Critical Reflection (linked to theories and ethical practice):

• What guided your decisions when analysing and redesigning the landing page?
• How did SEO concepts (e.g., On-page/Off-page SEO, Search Intent Matching, User Experience SEO) shape your content refresh?
• How did you ensure ethical compliance (e.g., no black-hat SEO, honest metadata, accessibility best practices)?
• Email design and ethics – how did you ensure legal compliance and audience respect?
• Social media content creation – how did you adapt to platform content format, followers' preferences, and engagement tactics to drive traffic to the landing page?
• What digital marketing frameworks and theories (e.g., RACE Model, PESO Model, Customer Journey Mapping) informed your content strategies?

3. Self-Evaluation:

• What skills did you demonstrate well?
• What challenges did you encounter, and how were they managed?
• How did the process enhance your practical competencies, problem-solving, and creative thinking?

4. Conclusion and Future Development:

• What would you improve if you were to repeat the project?
• How will this experience influence your future career in digital marketing?

References Harvard style – Not part of word count.

Reflective Narrative Requirements

Format

• Font: Arial
• Size: 12
• Line Spacing: 1.5
• File: Single PDF document containing all elements: analysis, redesigned page visuals, email design, social media content, reflective narrative
  Academic Integrity
• All content must be original – plagiarism checks via Turnitin will apply. •    Professionalism counts – this is a client-facing deliverable simulation.

Professional Tips for Success

• Adopt the client’s mindset – Show commercial awareness of their sector, audience, and competitive landscape.
• Show creativity AND data-driven thinking – Your solutions should balance innovation with measurable results.
• Reference your toolkit – Mention the actual tools used (SEMrush, 
  Ubersuggest, Google PageSpeed Insights, Canva, Heatmap tool, SEO 1 Click extension tool, Google Search Console, etc.) to show applied knowledge.
• Focus on value-added content – All content should educate, inform, or entertain the audience to strengthen the client’s brand positioning. Document your process – Keep notes as you go to enrich your reflection narrative.

LEARNING OUTCOMES ADDRESSED:

This assessment tests all of the module learning outcomes.
1.    Critically evaluate the strategic implications of the digital marketing landscape. (KU1, SS7)
2.    Critically evaluate the appropriateness of web (natural/organic and paid), mobile, email, content, social media, and affiliate marketing approaches. (SS6)
3.    Critically evaluate the contemporary regulatory requirements, data protection, compliance and ethics of digital marketing. (KU3, SS5)
4.    Critically apply the concepts, principles, and theories of digital marketing communications. (KU2, SS6)
5.    Construct appropriate digital marketing communications utilising justified media channels. (SS7)
6.    Design innovative marketing communications campaign plans. (SS7)

ASSESSMENT CRITERIA

The assessment criteria and weightings show you what is important in the assessment and how marks are shared across each criterion. When you are completing your assessment, remember you need to fulfil the brief and the assessment criteria below. At the end of this document, we have provided you with a more detailed marking grid, which describes both the expectation for each criterion and how marks would be awarded based upon performance.

Marking Scheme: Weights across Generic Assessment Categories