Digital Marketing
General
- Undergraduate; Senior
- 50 learners; teams of 5
- 25 hours per learner
- Dates set by experience
- Educators assign learners to projects
Preferred companies
- 2/2 project matches
- Anywhere
- Academic experience
- Social enterprise, Non profit, Small to medium enterprise, Sole proprietorship, Family owned
- Any
Categories
Skills
Project timeline
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January 25, 2024Experience start
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February 15, 2024Web Audit Report
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March 14, 2024Digital Ad Campaign Proposal
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March 29, 2024Launching the Digital Ad Campaign
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April 13, 2024Experience end
Timeline
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January 25, 2024Experience start
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February 15, 2024Web Audit Report
Student groups hand in their web audit reports.
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March 14, 2024Digital Ad Campaign Proposal
Student groups will present their proposals for the digital ad campaign. A written plan with detailed campaign settings will be provided for each proposal.
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March 29, 2024Launching the Digital Ad Campaign
The partner companies should launch the ad campaign by March 28th.
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April 13, 2024Experience end
Overview
- Details
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Three to five student groups will collaborate with a single business partner to enhance the partner's digital marketing performance, which includes optimizing their website and devising and launching a two-week digital advertising campaign.
Students will undergo comprehensive training in relevant domains, encompassing marketing-oriented web design, search engine marketing, social media marketing, and more. They will evaluate the partner's website design, integrate web traffic data, and furnish an exhaustive web audit report with actionable recommendations to enhance the website's conversion rate. Each student group will present a digital advertising campaign proposal, encompassing the selection of advertising channels, allocation of budgets, configuration of keywords and target audiences, bidding strategies, and detailed advertising design settings. The business partner will choose one group's proposal, and the selected group will collaborate with the company to execute the plan. It is important to note that students will not be responsible for creating ad content for the business partner. The partner will be tasked with producing the necessary ad content, while the students' contribution will primarily involve campaign organization, configuration, and execution.
These projects will be closely mentored and supervised by Professor Ruhai Wu and experienced teaching assistants.
- Learner skills
- Target audience, Search engine optimization, Advertising design, Digital advertising, Digital marketing, Web traffic, Google analytics, Search engine marketing, Marketing, Auditor's report
- Deliverables
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The project will help the partner company refine its website and launch a two-week digital ad campaign.
1. Web Auditing: The company should register on Google Analytics and provide 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.
Project Examples
Over the past three years, these course projects have provided students with opportunities to collaborate with diverse businesses, spanning restaurants, retail establishments, wellness training organizations, online startups, and more. Notably, the majority of partner companies have seen substantial enhancements to their websites, thanks to the comprehensive web audit reports produced by the students. Additionally, the implementation of digital advertising campaigns has led to a remarkable increase in web traffic for nearly all companies involved. Specifically, around 40% of these companies achieved more business leads than their initial objectives had anticipated. In 30% of cases, the companies' lead generation goals were met, while the remaining 30% generated slightly fewer leads than initially expected.
Additional company criteria
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 by December 1st, 2023.