The outcome of the project is a Digital Marketing Plan for the company based on the current situation analysis and business needs.

Working in groups of 5 to 7, MBA-level students will develop a Digital Marketing Plan to drive online traffic, customer leads and online sales. They complete audits on the business's current website analytics, SEO, and social media presence. Examples of the elements included but not limited to:

• SEO plan,
• Paid search marketing plan,
• E-mail marketing plan,
• Social media marketing plan,
• Mobile marketing plan
• Web analytics, evaluation & recommendations

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

Please, note that this is a top-line digital strategy with recommendations and examples, but it won't provide any specific tactics or deliverables other than the plan. For example, teams won't build websites, create ads, social media calendars, keyword lists, etc.