Digital Marketing - Fall 2024

Associate Professor
(10)
6
Timeline
  • September 18, 2024
    Experience start
  • September 18, 2024
    First meeting with business partner: Web Auditing
  • October 7, 2024
    Web audit report due
  • October 9, 2024
    Second meeting with the business partner: Digital Promotion
  • November 4, 2024
    Digital Promotion plan due
  • November 19, 2024
    Digital Promotion Campaign launched
  • December 4, 2024
    Experience end
Experience
2/2 project matches
Dates set by experience
Preferred companies
Anywhere
Startup, Social Enterprise, Non profit, Small to medium enterprise, Sole proprietorship, Family-Owned
Any industries

Experience scope

Categories
Advertising Digital marketing Search engine optimization Social media marketing
Skills
target audience digital advertising web navigation google analytics web site analysis page layout advertising campaigns search engine optimization bidding advertisement
Learner goals and capabilities

The project is to help the company to refine its website and improve its digital advertising performance. Students need to access the company's Google Analytics data and digital advertising data.

Based on the Google Analytics data, students will conduct a comprehensive evaluation of the company's website, including the strengths and weaknesses of the website's navigation structure, page layout, content, search engine optimization settings, etc. and will provide concrete suggestions to improve the website.

Students will investigate the company's historical advertising performance and propose an implementation plan for a two-week digital ad campaign. The company decides the objectives and the budget of the campaign and will provide the ad content. Students will design keywords/target audience settings, the bidding strategy and the daily ads schedule. The company will select one from the students' plans and execute it. The campaign performance will be counted in students' grades.

Learners

Learners
Undergraduate
Beginner, Intermediate levels
45 learners
Project
25 hours per learner
Educators assign learners to projects
Teams of 5
Expected outcomes and deliverables

Students will complete website analysis reports, including a detailed assessment of the website's functionalities and components, and specific suggestions in terms of navigation structure, page layout, content, search engine optimization, etc.

Students will propose a two-week digital advertising plan. Upon the company's request, the plan can target to improve the current advertising practices, with the same advertising budget, but a refined selection of keywords, target audience, and/or a better bidding strategy. Or it can be designed for a new advertising campaign, with new objectives and a specified budget.

Project timeline
  • September 18, 2024
    Experience start
  • September 18, 2024
    First meeting with business partner: Web Auditing
  • October 7, 2024
    Web audit report due
  • October 9, 2024
    Second meeting with the business partner: Digital Promotion
  • November 4, 2024
    Digital Promotion plan due
  • November 19, 2024
    Digital Promotion Campaign launched
  • December 4, 2024
    Experience end

Project Examples

Requirements

Students in previous semesters have worked with several companies, including restaurants, craft stores, and a furniture manufacturer. Most companies refined their websites based on students' suggestions, and around 50% of companies gained a significantly-increased amount of sales or business leads from the digital advertising campaigns.

Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

A representative of the company will be available for a pre-selection discussion with the administrator of the course to review the project scope.

A representative of the company will be available to answer questions from students in a timely manner for the duration of the project.

The company has an established website and a Google Analytics account

The company plans to launch a digital ad campaign to boost its business