Digital Marketing Essentials
Explore SEO, content marketing, social media strategy and analytics through campaign planning exercises.
6
sections
8
challenges
35 min
to complete
Digital Marketing Essentials is an interactive business lab pitched at Level 4 — Undergraduate Year 1 (Level 4 on the UK framework). It is one worked example of what EngagedLab produces when a lecturer uploads their own business teaching material: the platform classifies the content, structures it into a multi-section lab, and generates the retrieval-practice and challenge activities shown below.
Across 6 sections and 8 challenges (about 35 min of learner time), the lab moves beyond passive reading. Learners work through a campaign brief and other domain tasks that ask them to apply, not just recall — reasoning that is tagged against Bloom’s taxonomy so the cognitive demand is visible. Each objective and quiz question is discipline-accurate and written to UK academic conventions.
The lab sets 3 explicit learning objectives — listed in full below — and every quiz question and challenge is aligned to them, so the assessment matches the intended outcome rather than drifting into trivia. The finished lab passes EngagedLab’s 32 quality gates and exports as an offline-capable SCORM 1.2/2004 or LTI 1.3 Advantage package, so progress and scores flow back to your VLE gradebook through AGS grade passback and cmi.suspend_data state persistence.
Learning objectives
Distinguish paid, owned, and earned media and give an example of each.
Interpret core funnel metrics — click-through rate, conversion rate, and cost per acquisition.
Structure a campaign against SMART objectives aligned to a defined target segment.
Try a sample quiz
Pick an answer to see instant feedback — exactly as a learner would in the generated lab.
Q1. An organic search ranking earned through quality content is an example of which media type?
Q2. A campaign gets 10,000 impressions, 500 clicks and 25 sales. What is the conversion rate (from clicks)?
Sample challenge
Write one SMART objective and choose a primary channel for a university open-day campaign targeting Year 12 students, and explain why the channel fits the audience.
Hint 1
A SMART objective needs a number and a deadline, not just "raise awareness".
Hint 2
Anchor the metric (e.g. "300 registrations by 30 June") and match the channel to where Year 12 students spend attention — organic social and school outreach outperform generic display.
What every EngagedLab lab includes
Learning objectives
Outcome-aligned goals mapped to the qualification level.
Guided practice
Graduated hints that nudge, then scaffold — never hand over the answer.
Domain challenges
Subject-specific reasoning tasks, not generic multiple choice.
Knowledge-check quizzes
Spaced retrieval questions with instant feedback.
Case study
A multi-section scenario with stakeholder perspectives.
Reflection prompts
Metacognitive prompts that consolidate learning.
Curated reading list
4–6 further readings sorted by difficulty.