Digital Marketing Strategy Spring-02
General
- Graduate
- 28 learners; teams of 5
- 15 hours per learner
- Dates set by experience
- Learners self-assign
Preferred companies
- 1/1 project matches
- Anywhere
- Academic experience
- Any
- Any
Categories
Skills
Project timeline
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April 19, 2021Experience start
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April 20, 2021Project Scope Meeting
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April 21, 2021Q&A: Interview with the company
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May 19, 2021Proposal and approved outline
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June 23, 2021Experience end
Timeline
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April 19, 2021Experience start
-
April 20, 2021Project Scope Meeting
Meeting between students and company to confirm: project scope, communication styles, and important dates.
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April 21, 2021Q&A: Interview with the company
Depending on the purpose of the project, the second milestone will be the information gathering from the company and finalizing the outline.
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May 19, 2021Proposal and approved outline
Submission of proposal and approved outline
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June 23, 2021Experience end
Overview
- Details
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This semester students working in groups of 4 to 6 will apply their knowledge in digital marketing to helping your organization develop a digital marketing campaign, develop a strategic digital marketing plan, or solve a current digital marketing challenge. Students explore proven practical examples of strategy selection, implementation, and management, and how competitive advantage is created and leveraged over time and distance in the context of rapidly evolving technologies and practice.
- Learner skills
- Digital marketing, Competitive analysis, Sales & marketing, Marketing strategy
- Deliverables
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Students will submit a detailed report (Digital Marketing Plan) including their research, analysis, insights, and recommendations.
Students will also submit a pdf slide deck summarizing their key findings and recommendations to share with your employees.
10-15 minute presentation of key findings and recommendations.
Project Examples
Working in groups of 4 to 6, MBA-level students will develop a Digital Marketing Plan to drive online traffic, customer leads and/or online sales. Within the project deliverables they complete audits on the business' current website analytics, SEO and social media presence. Examples include but are not limited to:
- Situation / Competitive Analysis
- Digital marketing strategy
- Digital marketing tactics, including SEO plan, PPC campaign plan, e-mail marketing plan, social media marketing campaign plan, content calendar, etc. (depending on client's needs)
- Web analytics, evaluation, and control of the digital marketing plan
The Digital Marketing Plan should outline the digital strategy and tactics for your company, including all or some of the following sections:
- Introduction and Company Background
- Situation Analysis
- Objectives
- Strategic decisions
- Digital Marketing Tactics
- Implementation / action plan
- Conclusion
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
Attend a kickoff class online meeting to tell students about your company and your goals for the project before the first millstone (first or second week).
Be available for a quick phone call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course.
Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address students' questions (The best is to be able to attend a weekly/bi-weekly office hour with the students about 20 min per team)
Assess and judge the "top" student project and provide a letter of recommendation or LinkedIn recommendation for each student in the top student group. (Student chooses Linked In or letter)
Available to attend the students’ marketing plan online presentation during the final week of the course as well as to provide feedback to the instructor and students.