This experience is designed for learners who have explored the multifaceted world of integrated marketing communications (IMC). Participants will have the capability to apply their understanding of advertising, sales promotions, public relations, and personal selling to real-world projects. By engaging with industry professionals, learners will develop and execute promotional strategies that align with organizational goals. This experience will enable learners to translate classroom knowledge into practical applications, enhancing their skills in strategic planning, media evaluation, and effectiveness measurement.

Students will apply marketing concepts learned in class for non profit organizations. It is imperative that these strategies be realistic and workable taking into account the challenges faced by the nonprofit. In order to do this, students would need to do a situational analysis of the organization using primary and secondary research that will be reflected in their reports and presentations.

Assignment 1: Real Website Consumer Behavior Analysis Using Google Analytics Objective: Students will apply their knowledge of digital analytics by selecting a real website—either a personal project, a business they are associated with, or a non-profit organization they have permission to work with. They will configure Google Analytics 4, analyze consumer behavior, and derive strategic insights to improve the website's performance. Description: Students will choose a real website and take responsibility for setting up and optimizing Google Analytics 4. Over a specified period, they will collect and analyze data, focusing on user behavior, traffic sources, conversion rates, and other relevant metrics. The goal is to understand how visitors interact with the website and propose actionable strategies for enhancement based on data-driven insights. Tasks: 1.      Website and Tool Setup: ·      Select a real website for the analysis. ·      Ensure proper implementation of Google Analytics 4, including setting up tracking codes across the website. ·      Verify that the analytics are capturing data accurately. 2.      Data Collection and Initial Analysis: ·      Monitor the website’s traffic to gather data on key metrics such as visitor demographics, behavior patterns, source of traffic, and engagement metrics. ·      Identify the most and least performing pages/content. 3.      Insight Development and Reporting: ·      Analyze the data collected to identify trends, patterns, and areas for improvement. ·      Develop insights on how to enhance user engagement, increase conversions, and optimize traffic sources. 4.      Strategic Recommendations: ·      Based on the analysis, propose actionable strategies to improve the website. These could include changes to the website design, content strategy adjustments, SEO enhancements, and tailored marketing campaigns. 5.      Report Preparation: ·      Prepare a comprehensive report detailing the setup process, analysis, insights, and recommendations. ·      Include visual representations of data and analytics findings (graphs, heat maps, etc.). Deliverables: Report: A detailed document including methodology, analysis, insights, and strategic recommendations. The report should be professional and suitable for presentation to a website owner or a management team. Presentation: A concise presentation summarizing key findings and recommendations. Assignment 2: Implementation and Evaluation of Digital Marketing Strategies Objective: Students will apply the strategic recommendations developed in Assignment 1 to the same real website, implement them over a designated period, and evaluate the outcomes using digital analytics tools. Description: This assignment focuses on the practical application of digital marketing strategies derived from insights in Assignment 1. Students will execute these strategies on the selected website, monitor the implementation using Google Analytics 4, and evaluate the effectiveness of their interventions based on updated data. Tasks: 1.      Strategy Implementation: ·      Implement the strategies proposed in Assignment 1, which could include SEO optimizations, content updates, layout changes, or new marketing campaigns. ·      Document the implementation process, noting any modifications or challenges encountered. 2.      Monitoring and Data Collection: ·      Continuously monitor the website’s performance using Google Analytics 4, focusing on the metrics identified as key indicators in the previous assignment. ·      Collect data relevant to the implemented strategies to assess their impact. 3.      Evaluation of Results: ·      Analyze the new data collected to determine the effectiveness of the implemented strategies. ·      Compare pre- and post-implementation data to identify measurable improvements or declines in performance. 4.      Reflective Analysis and Reporting: ·      Reflect on the implementation process, evaluating the success of the strategies and the usability of the analytics setup. ·      Identify any unforeseen consequences or areas where results did not meet expectations. 5.      Strategic Adjustment and Final Recommendations: ·      Based on the evaluation, suggest necessary adjustments to the strategies. ·      Provide final recommendations for the website based on the comprehensive analysis of both assignments. 6.      Final Report and Presentation: ·      Prepare a final detailed report summarizing the implementation process, findings, analysis, and adjusted recommendations. ·      Create a presentation to effectively communicate the project's comprehensive journey, from initial analysis to final recommendations, highlighting key data points and strategic insights. Deliverables: Final Comprehensive Report: Includes details from both assignments, documenting the entire process from initial analysis through strategy implementation to final evaluation. Presentation: A professional presentation designed to articulate the project findings, challenges, results, and strategic recommendations effectively to an audience.

This experience offers industry professionals the opportunity to collaborate with student consultants who are learning about digital analytics. These learners will be trained to analyze data from various digital channels and provide actionable insights. By engaging with this program, companies can gain fresh perspectives on their digital performance and receive data-driven recommendations to enhance their strategies. The learners will apply their analytical skills to real-world data, offering valuable insights that can help optimize marketing efforts and improve business outcomes.