Determining criteria weights is paramount for any multi-criteria decision-making (MCDM) problem. Improper selection of the normalization scheme and inconsistencies in the weight calculation often affect the outcome of the MCDM models. In this regard, the symmetry point of criterion (SPC) method provides the advantage of no dependency on selecting an appropriate normalization scheme. However, it has no in-built mechanism to ensure consistency in weight calculation. This paper uses a novel integration of SPC and full consistent method (FUCOM). This innovative approach allows the analyst to examine the deviation from full consistency even when working with objective information. The proposed method is applied to a real-life issue of assessing the website quality of business schools from the perspective of digital marketing. Digital marketing is a crucial element of the promotional strategy for various organizations, including B-schools. We demonstrate the B-school’s final ranking using the evaluation by an area-based method of ranking (EAMR) approach. It is seen that F-SPC provides a consistent (DFC = 0.00003) and stable calculation of criteria weights. The analysis revealed that organic traffic holds the highest preference, while the stakeholders’ rating is consistent with the overall ranking. The present research shall help the decision-makers of marketing strategy and researchers dealing with complex real-life decision-making problems.