Digital Marketing
Timeline
-
September 21, 2023Experience start
-
October 6, 2023Website analysis report
-
November 10, 2023Digital promotion plan
-
November 20, 2023Digital promotion plan implementation
-
December 8, 2023Experience end
Timeline
-
September 21, 2023Experience start
-
October 6, 2023Website analysis report
The partner will explain its business and provide students access to its Google Analytics account. Students will analyze the website’s main objectives, functions, and target users; evaluate the website’s strengths and weaknesses from several perspectives, including navigation structure, page layout, contents, and search engine optimization; and offer suggestions to improve the website. Google Analytics data will be used to justify analyses and recommendations.
-
November 10, 2023Digital promotion plan
Students will work with the partner to design a two-week digital advertising campaign. The partner will explain its expectation/needs of the campaign, commit to a budget, and provide historical data on its previous digital advertising activities. Based on the information, student groups will design a digital ad campaign. Specifically, students will specify campaign objectives and quantitative evaluation metrics, suggest digital channels to be used and the budget allocation among the channels, and provide implementation instructions on detailed operational settings (e.g., keywords selection, audience targeting, bidding and daily budget settings, critical features of advertisements).
-
November 20, 2023Digital promotion plan implementation
The partner will select one group and execute its plan from November 20th to December 3rd. The selected group will present the implementation outcome on December 7th.
-
December 8, 2023Experience end
Categories
Advertising Digital marketing Search engine optimization Social media marketing Marketing strategySkills
digital marketing campaigns website auditSeveral student groups will work with one business partner to improve the partner’s digital marketing performance. The project comprises two tasks: 1) to complete a web auditing report to help the partner refine its website; 2) to design (and implement) a two-week digital advertising campaign for the partner.
1. Web Auditing: The company should register on Google Analytics and provides students with access. Based on the data, students will evaluate the company's website in various aspects, including navigation structure, page layout, content, and search engine optimization (SEO), and provide concrete suggestions to improve the website.
2. Digital Ad Campaign: Students will design a two-week ad campaign for the company. The company decides the campaign objectives and budget. Students will provide campaign plans, including ad channel selection, budget allocation, keywords/target audience settings, the bidding strategy, and detailed ad design suggestions. The company will select one plan, and students will help to execute it.
The company needs to provide access to its Google Analytics and digital ad accounts, a budget of $500~$1,000, and necessary ad content (text, photo, video) during the project.
There will be about 10 student groups in the course, supervised by Prof. Oz Kamaci and T.A Syed Shah. Usually, one company will work with ~5 groups.
Each student group will provide a web auditing report with assessments of the website's functionalities and components and specific suggestions on navigation structure, page layout, content, search engine optimization, etc.
Each student group will propose a digital ad campaign plan, including ad channel selection, budget allocation, keywords/target audience settings, bidding strategies, and detailed ad design suggestions. Student groups will provide written plans and orally present their plans. The company will select one group's plan, and the selected group will work with the company to implement the plan.
Students will NOT develop ad content for the company. It will be the company's responsibility to prepare the needed ad content. Students' contribution will be mainly on campaign arrangement, settings, and execution.
Project timeline
-
September 21, 2023Experience start
-
October 6, 2023Website analysis report
-
November 10, 2023Digital promotion plan
-
November 20, 2023Digital promotion plan implementation
-
December 8, 2023Experience end
Timeline
-
September 21, 2023Experience start
-
October 6, 2023Website analysis report
The partner will explain its business and provide students access to its Google Analytics account. Students will analyze the website’s main objectives, functions, and target users; evaluate the website’s strengths and weaknesses from several perspectives, including navigation structure, page layout, contents, and search engine optimization; and offer suggestions to improve the website. Google Analytics data will be used to justify analyses and recommendations.
-
November 10, 2023Digital promotion plan
Students will work with the partner to design a two-week digital advertising campaign. The partner will explain its expectation/needs of the campaign, commit to a budget, and provide historical data on its previous digital advertising activities. Based on the information, student groups will design a digital ad campaign. Specifically, students will specify campaign objectives and quantitative evaluation metrics, suggest digital channels to be used and the budget allocation among the channels, and provide implementation instructions on detailed operational settings (e.g., keywords selection, audience targeting, bidding and daily budget settings, critical features of advertisements).
-
November 20, 2023Digital promotion plan implementation
The partner will select one group and execute its plan from November 20th to December 3rd. The selected group will present the implementation outcome on December 7th.
-
December 8, 2023Experience end
Project Examples
The course projects have run for two years. Students in the previous classes worked with a variety of businesses, including restaurants, retail stores, wellness training organizations, and online start-ups. Most partner companies' websites have been improved based on student web auditing reports. Digital ad campaigns increase almost all companies' web traffics significantly. About 40% of companies received more business leads than their initial objectives. In 30% of cases, the companies' lead generation goals were matched, and in the other 30% of cases, the ad campaign generated fewer leads than expected.
Companies must answer the following questions to submit a match request to this experience:
A representative of the company will be available to answer questions from students in a timely manner for the duration of the project.
A representative of the company will be available for a pre-selection discussion with the administrator of the course to review the project scope.
The company should have a Google Analytics account of its website no later than May 1st. Confirm you have Google Analytics and are comfortable sharing on an intro call. Please also indicate if you have any other digital ad accounts below.
A budget of $200~$1,000 CAD, is necessary along with ad content (text, photo, video) during the project. Please confirm you are in agreement and the budget you will allocate below
Company must agree to run the digital campaign between Nov. 20th and Dec. 3rd
Timeline
-
September 21, 2023Experience start
-
October 6, 2023Website analysis report
-
November 10, 2023Digital promotion plan
-
November 20, 2023Digital promotion plan implementation
-
December 8, 2023Experience end
Timeline
-
September 21, 2023Experience start
-
October 6, 2023Website analysis report
The partner will explain its business and provide students access to its Google Analytics account. Students will analyze the website’s main objectives, functions, and target users; evaluate the website’s strengths and weaknesses from several perspectives, including navigation structure, page layout, contents, and search engine optimization; and offer suggestions to improve the website. Google Analytics data will be used to justify analyses and recommendations.
-
November 10, 2023Digital promotion plan
Students will work with the partner to design a two-week digital advertising campaign. The partner will explain its expectation/needs of the campaign, commit to a budget, and provide historical data on its previous digital advertising activities. Based on the information, student groups will design a digital ad campaign. Specifically, students will specify campaign objectives and quantitative evaluation metrics, suggest digital channels to be used and the budget allocation among the channels, and provide implementation instructions on detailed operational settings (e.g., keywords selection, audience targeting, bidding and daily budget settings, critical features of advertisements).
-
November 20, 2023Digital promotion plan implementation
The partner will select one group and execute its plan from November 20th to December 3rd. The selected group will present the implementation outcome on December 7th.
-
December 8, 2023Experience end