Analysis of the Digital Landscape and Social Media and Content Marketing

ADVG53055/ADVG56206
Closed
Sheridan College
Mississauga, Ontario, Canada
MG
Professor
3
General
  • Post-graduate
  • 20 learners; teams of 4
  • 10 hours per learner
  • Dates set by experience
  • Learners self-assign
Preferred companies
  • 1/1 project matches
  • Canada
  • Academic experience
  • Any, Small to medium enterprise
  • Any
Categories
Marketing Advertising Digital marketing Search engine optimization Marketing strategy Social media marketing
Project timeline
  • May 8, 2023
    Experience start
  • May 25, 2023
    Project Scope Meeting
  • December 16, 2023
    Experience end
Overview
Details

Looking to elevate your organization, and bring it to the next level? Bring on students from Sheridan College Pilon School of Business to be your student-consultants, in a project-based experience. Students will work on one main project over the course of the semester, connecting with you as needed with virtual communication tools.

Students in this program/course are introduced to the digital ecosystem in Canada. Digital marketing is the fastest growing channel for targeted communication in today's competitive business climate. Students learn about trends, best practices and industry standards, providing them with the ability to demonstrate strategic, tactical and creative thinking skills necessary to succeed in the digital arena.

Please note this course is focusing on web presence in the first semester (May-August). The social media piece will be dealt with in the second semester (September-December).

Deliverables

Deliverables are negotiable, and will seek to align the needs of the students and the organization.

Some final project deliverables might include:

  1. A 15-20 minute presentation on key findings and recommendations
  2. A copy of the powerpoint including their research, analysis, insights and recommendations
Project Examples

Students in groups of 3-5 will work with your company to identify your needs and provide actionable recommendations, based on their in-depth research and analysis.

Project activities that students can complete may include, but are not limited to:

First semester:

  • Identify the business objectives and web goals of a company.
  • Describe the basics of website usability and content management.
  • Examine the principles of effective website design and content.
  • Distinguish between the various elements of the digital ecosystem.
  • Analyze web analytics to create a story about the success or challenges of a client's web presence.
  • Evaluate the digital presence of a business, using digital best practices to determine the efficiency of the content and placement.
  • Compile recommendations to achieve specific advertising objectives
  • Defend recommendations made to improve upon a digital profile.

Second semester:

  • Discuss the current trends in the social media environment in Canada.
  • Explain motivational patterns and their influence on the strategic direction of a digital/social media initiative.
  • Analyze the influence of consumer behavior on the design and delivery of digital messages.
  • Evaluate social media platforms to determine the effectiveness of messaging and the engagement levels of the target audience in the social space.
  • Present a social media plan within a digital strategy.
  • Produce engaging social media content, including writing, designing, and editing.
  • Evaluate strengths and limitations of various social media platforms.
  • Assess the risk tolerance of various social media/digital strategies.
  • Determine the appropriate direction for a social media campaign by evaluating consumer responses and market conditions.
Required questions to apply

Companies must answer the following custom questions in order to apply to this experience:

Provide a dedicated contact person who is available for bi-weekly drop-ins to address students’ questions as well as periodic messages over the duration of the project.

Willing to fill out a client brief. The template will be provided by the professor.

Be available for a quick phone/virtual call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course.

How is your project relevant to the course?

Provide relevant information/data as needed for the project.

Be available for students to present their work and receive feedback, during class time.