The goal for the project is to make the ideas discussed in the class real, examining them in real world context.
(1) Overall Strategic Analysis
- Overview of Company
- Market Analysis (What market are they addressing?)
- Strategic Analysis (How do they win?)
- Key Performance Indicators & Usability Assessment
- Business Model Canvas
- Petal Chart
(2) Adwords/SEO Strategy
- General Adwords/SEO Strategy (include assessment of existing activities) Customer Segments
- Keyword Analysis with Search Traffic
(3) Social Media Strategy
- General Social Media Strategy (include assessment of existing activities)
- Key Influencer Analysis
- Hashtag analysis
- 20 Sample posts generated by your team (with explanation)
(4) General Email Marketing Strategy (include assessment of existing activities)
- Customer Segment
- Lead Source Analysis
- 2 x Sample Emails with clear call to action
(5) Internet Marketing Activity
Consulting Track
This is a flexible portion of the project where your goal is to identify and execute some type of meaningful Internet marketing activity. Other teams have created videos or further extended one of the other areas (Adwords, Social, Email Marketing) to more fully impact the business. For example, an adwords campaign through the GOMC (details below), execute social media activity (measuring analyses).
Options
- Google Online Marketing Challenge
- Overall Strategy
- Content Development
Analytics Track
This is a flexible project in which your group picks a specific accessible datasource and do an analysis of a relevant KPI.
Options
- Github
- Overall Strategic Analysis [Including competitive, marketing, and channel strategy] (30%)
- Adwords Strategy (15%)
- Social Media Strategy (15%)
- Lead and Email Marketing Strategy (15%)
- Internet Marketing Activity (25%)
- Team formation 2/6
- Organization Selection 2/23
- Presentation of Strategic Analysis/Adwords/SEO Strategy/Social Media Strategy & Proposal for Internet Marketing Activity 4/3 [REQUIRED BUT UNGRADED]
- Draft for Overall Strategic Analysis/Adwords/SEO Strategy/Social Media Strategy & Proposal for Internet Marketing Activity 4/5 [REQUIRED BUT UNGRADED]
- Final Presentations 5/1
- Final Reports 5/7
4/3 Presentation should be a max of 10 minutes and and cover:
- General Company Overview
- Overall Strategic Analysis [Including competitive, marketing, and channel strategy]
- Adwords Strategy
- Social Media Strategy
- Lead and Email Marketing Strategy
Final Presentation should be a max of 10 minutes and and cover:
- General Company Overview
- Overall Strategic Analysis [Including competitive, marketing, and channel strategy]
- Adwords Strategy
- Social Media Strategy
- Lead and Email Marketing Strategy
- Internet Marketing Activity.
ALSO REQUIRED Please send a final copy of your project to your client and CC me. This is required.