Capilano University
Capilano University
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Digital Marketing Strategy

BMKT 369
Closed
Capilano University
Capilano University
Vancouver, British Columbia, Canada
Ivan Surjanovic
Professor
3
Timeline
  • January 19, 2021
    Experience start
  • February 1, 2021
    Project Scope Meeting
  • April 13, 2021
    Experience end
Experience
2/2 project matches
Dates set by experience
Preferred companies
Anywhere
Small to medium enterprise, Family-Owned
Sales, Retail, Food & beverage, Entertainment, Agriculture, Hospitality, Manufacturing, Insurance, Business services, Apparel & fashion, Telecommunications, Technology, Education, Environment, Real estate, Arts, Automotive, Consumer goods & services, Non-profit, philanthropic & civil society, Banking & finance, Hospital, health, wellness & medical, Marketing & advertising, Trade & international business, Transport, trucking & railroad, Individual & family services, It & computing, Travel & tourism, Business & management, Construction, engineering & trades, Cosmetics & beauty, Events services, Human resources & recruitment, Media & production, Mining, forestry & fishery, Public relations & communications, Publishing & printing, Sports & fitness

Experience scope

Categories
Sales strategy Marketing strategy
Skills
digital marketing competitive analysis sales & marketing marketing strategy research
Learner goals and capabilities

Do you have a Digital Marketing challenge you would like to tackle? In the course, student-consultants will develop a digital marketing plan and devise a strategy to drive more traffic, customer leads, and / or online sales. The students come with knowledge of all major aspects of digital marketing, including selling products and services online, search engine optimization, social media marketing, and executing pay per click advertising. They synthesize this understanding to apply digital marketing principles, techniques and tools towards developing more effective and complete marketing programs.

Learners

Learners
Undergraduate
Any level
30 learners
Project
15 hours per learner
Learners self-assign
Teams of 5
Expected outcomes and deliverables

The Digital Marketing Plan should outline the digital strategy and tactics for your company, including all or some of the following sections:

  • Introduction and Company Background
  • Situation Analysis
  • Objectives
  • Strategic decisions
  • Digital Marketing Tactics
  • Implementation / action plan
  • Conclusion

The final project deliverables might include:

  1. App. 15 -30 minute presentation of key findings and recommendations (live, or by e-mail/PowerPoint)
  2. A written detailed report (Digital Marketing Plan) including the students' research, analysis, insights, and recommendations
Project timeline
  • January 19, 2021
    Experience start
  • February 1, 2021
    Project Scope Meeting
  • April 13, 2021
    Experience end

Project Examples

Requirements

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
  • Digital marketing strategy
  • 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)
  • 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 including 7Cs Analysis, 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
  • Measuring website conversion rates and suggesting strategies for improving the conversion
  • Selecting and applying appropriate website evaluation and control metrics

Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

Provide an opportunity for students to present their work and receive feedback.

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

Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address students' questions.