Working in groups of 3 to 5 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. They create a digital marketing plan including the following components:

• Situation / Competitive Analysis
• Recommendations for the digital marketing strategy
• Recommendation of the 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)
• Recommendations for web analytics, evaluation and control of the digital marketing plan

Project activities might include but are not limited to:

• Recommending digital marketing strategies to your organization's marketing problem and integrating digital marketing into overall marketing strategy
• Describing and utilizing keyword popularity research
• Creating website critique / website SWOT analysis and website report card
• Determining and utilize website visibility measurements, including traffic rank, search engine rank, search engine saturation and link popularity
• Selecting appropriate domain name and hosting for client’s business
• Creating a website map
• Creating an SEO plan
• Developing keyword advertising tactics
• Developing and utilizing viral marketing strategies on the Internet
• Analyzing website traffic and making recommendations for its improvement
• Suggesting strategies for improving the conversion
• Selecting and applying appropriate website evaluation and control metrics