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.

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.