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exam 2

Test 2 — Practical Portfolio Assessment

Total 400 marks. Open book. Focus on portfolio readiness. Submit published links, exports, and source files in a zipped folder.

Student Instructions

  • Deliver functional, publishable work. Every item must be exported or publicly linked.
  • Include original source files where applicable and exported copies for review.
  • Show AI usage by pasting prompts and raw outputs, then provide your edited versions.
  • File naming: Surname_Test2_TaskName.ext
  • Upload one PDF with links and explanations plus a zipped folder containing all source files.

Portfolio Tasks (360 marks)

  1. Wix one page site. Include hero, services, CTA, contact form, and analytics snippet. Publish and provide link. 80 marks.
  2. Canva brand kit. Deliver logo, two banners, a poster, and a social post template. Include one AI generated graphic. Provide exports and source files. 80 marks.
  3. Three short form videos for TikTok or Instagram Reels. Use Filmora or CapCut. Include captions, a hook, and CTA. Provide links or files. 60 marks.
  4. Google Ads mock campaign. Provide campaign structure, ad copies, keyword list, targeting notes, and a sample landing page layout PDF. 50 marks.
  5. Email automation workflow. Build in Mailchimp or diagram the workflow. Include triggers, messages, delays, and screenshots. 40 marks.
  6. A/B test plan and results. Show control and variant with screenshots, goals, and measurement. 40 marks.

AI and Automation (40 marks)

  1. Use ChatGPT to create a full social media strategy for a small business. Submit prompt, raw output, and edited final plan. 20 marks.
  2. Use Canva AI to generate five design variations for one concept. Export all five and include source files. 20 marks.

Rubric and Marking Guide

Area Focus Weight
Completion All deliverables present 40%
Creative and technical quality Design, storytelling, and execution 30%
Marketing structure Strategy fit and clarity 20%
Formatting Professional presentation 10%
AI area Focus Weight
Prompt design Clarity and intent 30%
Output quality Usefulness and edits 40%
Relevance Alignment with task 30%

Marker note: High scoring portfolios are employer ready and include materials that can be used in interviews or client pitches.

Digital Marketing Exam

Test 1 — Theory and Practical Application

Total 400 marks. Open book. Submit one consolidated PDF plus a zipped folder with supporting files and links.

Student Instructions

  • Answer every question. Use numbered headings matching this brief.
  • Support theory with real brand examples and citations where relevant.
  • Include screenshots, exported files, and public links for practical tasks.
  • Show AI usage. Paste the exact prompt, raw ChatGPT output, and your final edited version.
  • File naming: Surname_Test1_Section_Task.pdf or .zip

Section A — Theory (240 marks)

  1. Explain the digital marketing funnel using a real brand. For each stage state objectives, content types, and platform examples. 40 marks.
  2. Compare paid and organic channels. For each provide strengths, limits, cost model, and three concrete use cases. 30 marks.
  3. Analyse Facebook, Instagram, TikTok, and LinkedIn. Describe audience, content formats, algorithm signals, and a 7 day posting plan for each. 40 marks.
  4. Describe keyword research. Define search intent categories, ranking signals, and a step‑by‑step workflow to choose campaign keywords. 30 marks.
  5. Explain Google Ads structure. Define campaign, ad group, keyword, and ad. Compare Search and Display with campaign examples. 30 marks.
  6. Explain email compliance under GDPR and CAN SPAM. List required processes for lawful sending and record keeping. 30 marks.
  7. Describe Google Analytics setup. Include property creation, basic event tracking, and three essential reports for performance review. 30 marks.
  8. Explain AI writing tools in marketing. Compare ChatGPT and Jasper for ideation, drafting, and editing workflows. 30 marks.
  9. Explain AI design tools. Describe Canva AI and MidJourney outputs and methods to make them brand consistent. 30 marks.
  10. Summarise media budgeting and audience targeting steps. Provide a worked example with numbers. 20 marks.
  11. Explain A/B testing methodology. Define hypothesis, variable, control, sample size considerations, and measurement. 20 marks.

Section B — Practical (160 marks)

  1. Brand funnel analysis for a real company. Provide screenshots of content, ads, and platform metrics where possible. Submit a one page evaluation document. 40 marks.
  2. Create a one week content calendar in Google Sheets or Notion. Include objective, caption, visual notes, hashtags, platform, and publish time. Share a viewer link. 40 marks.
  3. Keyword research using Google Keyword Planner. Provide screenshots of volumes and competition. List top 10 keywords with rationale. 30 marks.
  4. Design an email campaign plan. Provide subject line, preview text, HTML or plain copy, CTA, and segmentation notes. 30 marks.
  5. Use ChatGPT to generate a blog outline and a 300 word draft. Submit prompt, raw output, edits, and final draft. 20 marks.

Rubric and Marking Guide

Area Focus Weight
Theory accuracy Depth, correctness, and evidence 50%
Terminology Use of correct marketing terms 20%
Application Real examples and relevant reasoning 20%
Clarity Structure and presentation 10%
Practical area Focus Weight
Task completion All deliverables present 40%
Execution quality Professional standard and relevance 30%
Tool evidence Screenshots, links, files 20%
Presentation Clarity and format 10%

Marker note: High scoring submissions show critical reasoning, full evidence, and professional presentation suitable for client or employer review.

Digital Marketing Foundations

This course trains you in the core areas of digital marketing. You learn how to plan campaigns, create content, manage social media, run ads, measure performance, and apply tools used in real workplaces. Each module includes templates, short tasks, and assessments to strengthen your skills.