GIG1003 APK | Semester 1 2022/2023

CENTRE FOR INTERNSHIP TRAINING AND ACADEMIC

ENRICHMENT (CITrA)
UNIVERSITI MALAYA
ASAS PEMBUDAYAAN KEUSAHAWANAN
APK (GIG1003)

GROUP ASSIGNMENT:
DIGITAL MARKETING
PORTFOLIO
 GIG1003 APK | Semester 1 2022/2023
After creating the value proposition model and business Canvas model, the next step is online / digital marketing
portfolio.

EXECUTIVE SUMMARY is compulsory to be written for both digital marketing portfolio.

The executive summary should be brief—within ONE page long—and should cover ALL the following points:
• The name of your business
• Where your business will be located
• The mission of your business
• The product or service you are selling
• Who your ideal customers are
• How your product or business will stand out in the crowd
• Who the owners of the business are and what experience they have
• An overview of the future prospects for your business and industry

Online / Digital Marketing Portfolio Template:

Online / Digital marketing portfolio is a great way to highlight your best business work whenever you need to show
what you have done as a digital marketer, which contains the executive summary, introduction, description of your
business (objectives, background of your company, vision, mission, business goals, and overall strategic direction),
SWOT analysis, Facebook page, Instagram and other related social media that have been used for your digital
marketing. At the end of the portfolio, customers testimony should be presented. Business Canvas Model and Value
Proposition Model have to be attached as the appendices of the portfolio.

Assignment Task:

Prepare the digital marketing portfolio / e-business plan for which your group work. Your ideas can be related to any
field, e.g. the current Industrial Revolutions 4.0 (IR4.0) issues, STEM, green technology, 3R (Reduce, Reuse, Recycle),
Environment-Friendly (Eco-friendly) etc. as mentioned earlier. Besides that, drop-shipping concept-based product /
service, own product / service or enhanced existing product / service can be selected as your idea for this marketing
portfolio too.

The portfolio should be focused on online marketing and relevant social media marketing. The snapshot of posts, link,
hard and soft sell evidences, #hashtag, news feeds from FB, IG, WhatsApp, etc as well as sales report (if any) are need
to be presented in the portfolio. Testimony from the customers, Business Canvas Model and Value Proposition Model
should be attached at the end of the portfolio. Please read carefully the rubrics when develop the portfolio, especially
FB page detailed information, copywriting snapshots (hard sell, soft sell, and teasers) as required, multiple medium
post, etc.

Submission Date: TBC

Submission Requirement:

One soft copy of the digital marketing portfolio (submit in SPECTRUM, each group ONE submission)

¯ This is a group assignment. Each group member should contribute to the assignment.
 GIG1003 APK | Semester 1 2022/2023

Marking Scheme for Digital Marketing Portfolio

Explanation and Performance
Needs
CRITERIA DESCRIPTIONS Fair Good Excellent
Improvement
1 mark 2 marks 3-4 marks 5 marks
Executive summary is clear, concise, and
Executive effective; summary provides a thorough
Summary overview of the business, and fully outlines
and describes main points.
Presents the business idea thoroughly and
Business effectively, including the company’s mission,
Description vision, goals, objectives, and overall strategic
direction.
Clearly determine and analyse the strength
SWOT Analysis (S), weakness (W), opportunity (O) and
threat (T) factors for the business
FACEBOOK MARKETING
Able to create FB page with an interesting
Facebook (FB)
image and tagline / motto/ introduction that
Page Image
reflect the product / service
FB Page The created FB page and cover page
Information included a complete business information
Copywriting – Able to post 10 or more hard sell techniques
hard sell using the correct AIDCA model
Able to post 7 or more soft sell techniques
Copywriting – soft
using the correct flow: Title – Introduction of
sell
story – storytelling – CTA
Able to post 5 or more teasers posts
FB Teaser Post
throughout the semester
Variety of Combination of texts, images and videos.
communication The videos also need to be posted in other
medium used for platforms, e.g. YouTube, Vimeo, etc. (with
posting provided link)
INSTAGRAM MARKETING
Instagram (IG) IG campaigns were interesting, relevant and
Campaign attractive to gain more followers and sales
Hashtags were well prepared, relevant and
IG #Hashtag
potentially significant to the target market
OTHER SOCIAL MEDIA COMMUNICATION
Incorporate at least ONE or other social
media communication for the business use
Other Social
(e.g. WhatsApp / Telegram, etc.). At least 5
Media
evidences of the communication with the
customers should be provided.
Clear and detail evidence of the integration
Integration with
between other social media used with FB
FB / IG
and IG
SALES, TESTIMONY & APPENDICES
Able to show sales activities and proof of
Sales transactions / sales
Able to show at least 5 responses /
Testimony feedbacks / testimonies from any social
media
Attach Business Canvas model and Value
Appendices Proposition Model

Total marks /80

**Actual marks for Digital Marketing Portfolio = 20%