Marketing Certification Program Development
Budget: ₹600 – ₹1,500 INR
Brand Boat, analyze its market position, develop a new product or service
idea, and design a compelling digital identity and strategy for it.
You are expected to create a full-funnel strategy: starting with an audit of the brand, proposing
innovations, and finally building a WordPress-based web presence that is optimized for search
engines and user engagement.
Project Deliverables:
●
●
●
●
A professional PDF/Google Slides presentation
A fully functional WordPress website (or full screenshots)
Keyword research sheet & 3-month SEO plan
Final zipped folder containing all elements
Mark Distribution (100 Marks Total)
PART A: Brand Strategy & Planning – 40 Marks
A1. Brand Overview & Consumer Truth – 15 Marks
In this task, you'll conduct a foundational brand analysis. Describe:
●
Brand History: When it was founded, key milestones, and its evolution
●
Mission & Values: What the brand stands for
●
Consumer Truth: What motivates and matters most to the brand’s current customers
●
Brand-Consumer Alignment: How the brand’s values align with consumer beliefs
●
Current Offerings: A snapshot of existing products/services
●
Market Position: Target market, pricing model, retention, popularity
●
Recent Campaigns: Any recent or ongoing marketing efforts – what, where, why, and
results (if available)
This information will directly inform the content for the "About Us" page on the website.
A2. Market & Audience Analysis – 15 Marks
Conduct a competitive and market landscape analysis for your brand:
●
Key Competitors: Identify 2 relevant competitors in the same category or segment
●
SWOT Analysis for Each: Highlight their Strengths, Weaknesses, Opportunities, and
Threats
●
USP Comparison: Compare your brand’s unique value with competitors'
differentiates it?
— what
●
Audience Profiling:
○
Demographics (age, gender, location, income, etc.)
○
Psychographics (lifestyle, values, motivations)
○
Behaviors (buying patterns, brand engagement)
●
STP Model:
○
Identify how the brand segments its market
○
Who is its main target?
○
How does it position itself in the consumer’s mind?
This research helps define both the communication strategy and the new product direction.
A3. New Product/Service Strategy – 10 Marks
Propose one innovative new product or service (not a redesign or enhancement of an existing
one):
●
●
●
●
●
●
The Idea: Clearly explain what the product/service is
Consumer Pain Point: What problem does it solve? Why is it needed now?
Fit with Brand: How does it align with the brand’s positioning, voice, and values?
Target Group: Who is it for? Why is this the right audience?
Differentiation: How is this new product/service unique from others in the market?
Go-to-Market Outline: Suggest a launch format (digital launch, influencer seeding,
landing page, etc.)
This new product will become the focal point of your website’s dedicated product/service page.
PART B: Website Creation – 20 Marks
B1. Webpage Development & Content – 20 Marks
You are expected to build a professional, user-friendly WordPress website to showcase the
brand and the proposed product/service. It must include:
1. Homepage:
○
Clear brand introduction
○
○
○
Navigation to key sections
Compelling CTA (Call to Action)
Visual appeal with responsive layout
2. About Us Page:
○
Tell the brand’s story in a meaningful way
○
Reflect both the brand truth and the consumer truth
○
Show milestones, vision, and credibility
3. Dedicated Product/Service Page (for your proposed innovation):
○
Full details of the new product/service
○
Benefits, features, visuals, optional pricing
○
Why it matters — use storytelling and positioning language
○
CTA: buy, learn more, sign up, etc.
4. Contact Us Page:
○
Include a working or mock form
○
Map/location if applicable
○
Email, phone number (mock or real)
5. 2 Blog Posts:
○
Topics must relate to your brand or proposed product/service
○
Use SEO-friendly titles, structure, and keywords
○
Include visuals and maintain consistency with brand voice
Creativity, clarity, and structure will be evaluated. Your proposed product page will carry the
most weight.
PART C: Technical & On-Page SEO – 25 Marks
C1. On-Page SEO – 15 Marks
Ensure each website page (Home, About, Product, Blogs) follows basic SEO principles:
●
●
●
●
●
●
●
Keyword research per page (minimum 3 keywords per page)
Meta title and description
H1 and H2 tag use
SEO-friendly URL structure
Image alt tags
Internal linking
Keyword density within copy
Submit a spreadsheet with your keywords, titles, and descriptions.
C2. Technical SEO – 10 Marks
Your site should be technically optimized:
●
●
●
●
●
●
Mobile responsive (should display properly on phones/tablets)
Load speed should be reasonable (test using tools like PageSpeed Insights)
Sitemap created and submitted
robots.txt implemented
Ensure indexing is not blocked
Basic analytics plugin added (if applicable)
Screenshots of setup and test tools can be included in the final submission.
PART D: Off-Page SEO & SEO Strategy – 15 Marks
D1. Backlink Strategy – 5 Marks
●
●
●
Identify 5 websites relevant to your brand/product for potential backlinks
Mention why these websites are suitable (authority, relevance, audience match)
Suggest how to get backlinks (guest blogs, partnerships, mentions, etc.)
D2. SEO Strategy Plan (3 Months) – 10 Marks
Create a basic 3-month SEO plan to maintain and grow your website visibility:
●
●
●
●
●
Define 3–5 clear goals (e.g., increase traffic by X%, rank for X keywords)
Content calendar (suggest 2–3 posts per month)
Distribution tactics (e.g., social sharing, influencer outreach)
Monthly action steps with roles, tools, and responsibilities
●
Define key metrics (KPIs): bounce rate, organic visits, ranking, etc.
Create a video under 3 minutes explaining the KPIs you used, how you developed a
strategy to achieve them, and your approach to implementing that strategy.
This plan will demonstrate your understanding of long-term digital growth.
Final Submission Checklist:
●
●
●
●
●
✔ Strategy presentation (Google Slides/PDF)
✔ Live website link or full-page screenshots
✔ SEO Keyword sheet
✔ 3-month SEO strategy doc
✔ Zip all files and submit on the platform
idea, and design a compelling digital identity and strategy for it.
You are expected to create a full-funnel strategy: starting with an audit of the brand, proposing
innovations, and finally building a WordPress-based web presence that is optimized for search
engines and user engagement.
Project Deliverables:
●
●
●
●
A professional PDF/Google Slides presentation
A fully functional WordPress website (or full screenshots)
Keyword research sheet & 3-month SEO plan
Final zipped folder containing all elements
Mark Distribution (100 Marks Total)
PART A: Brand Strategy & Planning – 40 Marks
A1. Brand Overview & Consumer Truth – 15 Marks
In this task, you'll conduct a foundational brand analysis. Describe:
●
Brand History: When it was founded, key milestones, and its evolution
●
Mission & Values: What the brand stands for
●
Consumer Truth: What motivates and matters most to the brand’s current customers
●
Brand-Consumer Alignment: How the brand’s values align with consumer beliefs
●
Current Offerings: A snapshot of existing products/services
●
Market Position: Target market, pricing model, retention, popularity
●
Recent Campaigns: Any recent or ongoing marketing efforts – what, where, why, and
results (if available)
This information will directly inform the content for the "About Us" page on the website.
A2. Market & Audience Analysis – 15 Marks
Conduct a competitive and market landscape analysis for your brand:
●
Key Competitors: Identify 2 relevant competitors in the same category or segment
●
SWOT Analysis for Each: Highlight their Strengths, Weaknesses, Opportunities, and
Threats
●
USP Comparison: Compare your brand’s unique value with competitors'
differentiates it?
— what
●
Audience Profiling:
○
Demographics (age, gender, location, income, etc.)
○
Psychographics (lifestyle, values, motivations)
○
Behaviors (buying patterns, brand engagement)
●
STP Model:
○
Identify how the brand segments its market
○
Who is its main target?
○
How does it position itself in the consumer’s mind?
This research helps define both the communication strategy and the new product direction.
A3. New Product/Service Strategy – 10 Marks
Propose one innovative new product or service (not a redesign or enhancement of an existing
one):
●
●
●
●
●
●
The Idea: Clearly explain what the product/service is
Consumer Pain Point: What problem does it solve? Why is it needed now?
Fit with Brand: How does it align with the brand’s positioning, voice, and values?
Target Group: Who is it for? Why is this the right audience?
Differentiation: How is this new product/service unique from others in the market?
Go-to-Market Outline: Suggest a launch format (digital launch, influencer seeding,
landing page, etc.)
This new product will become the focal point of your website’s dedicated product/service page.
PART B: Website Creation – 20 Marks
B1. Webpage Development & Content – 20 Marks
You are expected to build a professional, user-friendly WordPress website to showcase the
brand and the proposed product/service. It must include:
1. Homepage:
○
Clear brand introduction
○
○
○
Navigation to key sections
Compelling CTA (Call to Action)
Visual appeal with responsive layout
2. About Us Page:
○
Tell the brand’s story in a meaningful way
○
Reflect both the brand truth and the consumer truth
○
Show milestones, vision, and credibility
3. Dedicated Product/Service Page (for your proposed innovation):
○
Full details of the new product/service
○
Benefits, features, visuals, optional pricing
○
Why it matters — use storytelling and positioning language
○
CTA: buy, learn more, sign up, etc.
4. Contact Us Page:
○
Include a working or mock form
○
Map/location if applicable
○
Email, phone number (mock or real)
5. 2 Blog Posts:
○
Topics must relate to your brand or proposed product/service
○
Use SEO-friendly titles, structure, and keywords
○
Include visuals and maintain consistency with brand voice
Creativity, clarity, and structure will be evaluated. Your proposed product page will carry the
most weight.
PART C: Technical & On-Page SEO – 25 Marks
C1. On-Page SEO – 15 Marks
Ensure each website page (Home, About, Product, Blogs) follows basic SEO principles:
●
●
●
●
●
●
●
Keyword research per page (minimum 3 keywords per page)
Meta title and description
H1 and H2 tag use
SEO-friendly URL structure
Image alt tags
Internal linking
Keyword density within copy
Submit a spreadsheet with your keywords, titles, and descriptions.
C2. Technical SEO – 10 Marks
Your site should be technically optimized:
●
●
●
●
●
●
Mobile responsive (should display properly on phones/tablets)
Load speed should be reasonable (test using tools like PageSpeed Insights)
Sitemap created and submitted
robots.txt implemented
Ensure indexing is not blocked
Basic analytics plugin added (if applicable)
Screenshots of setup and test tools can be included in the final submission.
PART D: Off-Page SEO & SEO Strategy – 15 Marks
D1. Backlink Strategy – 5 Marks
●
●
●
Identify 5 websites relevant to your brand/product for potential backlinks
Mention why these websites are suitable (authority, relevance, audience match)
Suggest how to get backlinks (guest blogs, partnerships, mentions, etc.)
D2. SEO Strategy Plan (3 Months) – 10 Marks
Create a basic 3-month SEO plan to maintain and grow your website visibility:
●
●
●
●
●
Define 3–5 clear goals (e.g., increase traffic by X%, rank for X keywords)
Content calendar (suggest 2–3 posts per month)
Distribution tactics (e.g., social sharing, influencer outreach)
Monthly action steps with roles, tools, and responsibilities
●
Define key metrics (KPIs): bounce rate, organic visits, ranking, etc.
Create a video under 3 minutes explaining the KPIs you used, how you developed a
strategy to achieve them, and your approach to implementing that strategy.
This plan will demonstrate your understanding of long-term digital growth.
Final Submission Checklist:
●
●
●
●
●
✔ Strategy presentation (Google Slides/PDF)
✔ Live website link or full-page screenshots
✔ SEO Keyword sheet
✔ 3-month SEO strategy doc
✔ Zip all files and submit on the platform