Student consultants will create a promotional plan for your organization and develop promotional materials across different media. You will normally manage two groups during the semester. This way you are assured to have multiple perspectives as our class consists of 35 students broken into 6 teams.

The Marketing Practicum capstone course will have you working with a client on a specific project over the course of the semester. The course scenario: you and your group will be working with a client on a real-life project on behalf of a marketing agency, and the instructor will oversee your work as a senior manager. You will be expected to work in a professional manner with all parties as you would in a similar role in the real world. Assignments are detailed in this document, there will be some instruction throughout the semester but the focus will be on implementing everything you have learned in your Marketing program to date. The SOSTAC marketing framework will be used along with project management tools, it’s expected you will use them. As a good marketer & employee, you should be resourceful but also know your limits and tap into your senior manager for anything you are unsure of. Additional resources will be provided throughout the semester. See the Weekly Course Info in Blackboard for week-to-week details and assignment due dates. Week(due) Assignments & Submissions Weight 2 Team Charter Completion 6 Assignment #1: Market and Data Analytics Research 40% 13 Assignment #2: Application of Knowledge to Enhance Client Business 40% 14 Assignment #3: Deep Reflection and Future Recommendations 20% Not all groups will be moving through this process at the same pace and multiple assignments may be worked on concurrently. Scheduled presentations will mostly take place with your clients with the group recording and submitting it to the senior manager as part of the assignment package. Scheduling in general is a critical part of this course as you need to complete the project in the prescribed timeframe and manage your relationships with client/partner. We will touch on this in the course, but it’s up to the group to drive this. Schedules need to get creative to fit everything in ie: work, rest, schoolwork, social time etc. An important consideration around marking in this course is the amount of effort and resourcefulness students and groups demonstrate along with implementing constructive feedback provided by clients and instructors.

Student-consultants will create a promotional plan for your organization and develop promotional materials across different media. You will normally manage multiple groups during the semester. We either choose 1 or 2 companies based on the quality of the applicants. This way you are assured to have multiple perspectives as our class consists of 35 students broken into 6 teams.

Assignment 1: Real Website Consumer Behavior Analysis Using Google Analytics Objective: Students will apply their knowledge of digital analytics by selecting a real website—either a personal project, a business they are associated with, or a non-profit organization they have permission to work with. They will configure Google Analytics 4, analyze consumer behavior, and derive strategic insights to improve the website's performance. Description: Students will choose a real website and take responsibility for setting up and optimizing Google Analytics 4. Over a specified period, they will collect and analyze data, focusing on user behavior, traffic sources, conversion rates, and other relevant metrics. The goal is to understand how visitors interact with the website and propose actionable strategies for enhancement based on data-driven insights. Tasks: 1.      Website and Tool Setup: ·      Select a real website for the analysis. ·      Ensure proper implementation of Google Analytics 4, including setting up tracking codes across the website. ·      Verify that the analytics are capturing data accurately. 2.      Data Collection and Initial Analysis: ·      Monitor the website’s traffic to gather data on key metrics such as visitor demographics, behavior patterns, source of traffic, and engagement metrics. ·      Identify the most and least performing pages/content. 3.      Insight Development and Reporting: ·      Analyze the data collected to identify trends, patterns, and areas for improvement. ·      Develop insights on how to enhance user engagement, increase conversions, and optimize traffic sources. 4.      Strategic Recommendations: ·      Based on the analysis, propose actionable strategies to improve the website. These could include changes to the website design, content strategy adjustments, SEO enhancements, and tailored marketing campaigns. 5.      Report Preparation: ·      Prepare a comprehensive report detailing the setup process, analysis, insights, and recommendations. ·      Include visual representations of data and analytics findings (graphs, heat maps, etc.). Deliverables: Report: A detailed document including methodology, analysis, insights, and strategic recommendations. The report should be professional and suitable for presentation to a website owner or a management team. Presentation: A concise presentation summarizing key findings and recommendations. Assignment 2: Implementation and Evaluation of Digital Marketing Strategies Objective: Students will apply the strategic recommendations developed in Assignment 1 to the same real website, implement them over a designated period, and evaluate the outcomes using digital analytics tools. Description: This assignment focuses on the practical application of digital marketing strategies derived from insights in Assignment 1. Students will execute these strategies on the selected website, monitor the implementation using Google Analytics 4, and evaluate the effectiveness of their interventions based on updated data. Tasks: 1.      Strategy Implementation: ·      Implement the strategies proposed in Assignment 1, which could include SEO optimizations, content updates, layout changes, or new marketing campaigns. ·      Document the implementation process, noting any modifications or challenges encountered. 2.      Monitoring and Data Collection: ·      Continuously monitor the website’s performance using Google Analytics 4, focusing on the metrics identified as key indicators in the previous assignment. ·      Collect data relevant to the implemented strategies to assess their impact. 3.      Evaluation of Results: ·      Analyze the new data collected to determine the effectiveness of the implemented strategies. ·      Compare pre- and post-implementation data to identify measurable improvements or declines in performance. 4.      Reflective Analysis and Reporting: ·      Reflect on the implementation process, evaluating the success of the strategies and the usability of the analytics setup. ·      Identify any unforeseen consequences or areas where results did not meet expectations. 5.      Strategic Adjustment and Final Recommendations: ·      Based on the evaluation, suggest necessary adjustments to the strategies. ·      Provide final recommendations for the website based on the comprehensive analysis of both assignments. 6.      Final Report and Presentation: ·      Prepare a final detailed report summarizing the implementation process, findings, analysis, and adjusted recommendations. ·      Create a presentation to effectively communicate the project's comprehensive journey, from initial analysis to final recommendations, highlighting key data points and strategic insights. Deliverables: Final Comprehensive Report: Includes details from both assignments, documenting the entire process from initial analysis through strategy implementation to final evaluation. Presentation: A professional presentation designed to articulate the project findings, challenges, results, and strategic recommendations effectively to an audience.