DeGroote School of Business - McMaster University

Hamilton, Ontario, Canada

Several student groups will work with one business partner to improve the partner’s digital marketing performance. The project comprises two tasks: 1) to complete a web auditing report to help the partner refine its website; 2) to design (and implement) a two-week digital advertising campaign for the partner. 1.  Web Auditing:  The company should register on Google Analytics and provides 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.