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Digital Marketing Project (U of A)

MARK 488
Closed
University of Alberta
University of Alberta
Edmonton, Alberta, Canada
Utku Akkoc
Lecturer
(1)
2
Timeline
  • January 14, 2021
    Experience start
  • January 12, 2021
    Project Scope Meeting
  • January 20, 2021
    Project Scope Meeting
  • April 8, 2021
    Experience end
Experience
4/3 project matches
Dates set by experience
Preferred companies
Anywhere
Any
Any industries

Experience scope

Categories
Communications Market research Operations Project management Marketing strategy
Skills
digital marketing sales & marketing marketing strategy analytical skills business consulting
Learner goals and capabilities

Students are poised to succeed in the integrated work areas of: social media marketing, mobile marketing, search engine optimization, content marketing, owned media marketing, paid media marketing along with marketing analytics.

Students are ready to contribute to (as individuals or in a team): marketing communication, client service, marketing communication planning or media planning and buying, across different industry sectors. Potential positions may include: • Digital Marketing Assistant/Manager • Social Media Coordinator/Manager • Digital Content Manager • Media Planner • Digital Analyst • Community Manager • SEM Specialist • SEO Analyst • Account Coordinator/Manager

Learners

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

To be decided with the industry partner and the educator.

Project timeline
  • January 14, 2021
    Experience start
  • January 12, 2021
    Project Scope Meeting
  • January 20, 2021
    Project Scope Meeting
  • April 8, 2021
    Experience end

Project Examples

Requirements

Our talented students are able to deliver outstanding value in the following projects:

  • Search Engine Optimization – Understand how search engines work. Use this knowledge to make recommendations to a website on how it can improve its organic search rankings – in other words, perform search engine optimization on a website.

  • Search Engine Marketing – Understand the mechanics of paid search ranking. Create a search engine marketing campaign and evaluate its effectiveness. Make changes that will improve the campaign’s conversion rates.

  • Online Advertising – Understand the various methods of online display advertising. Create a personalized online display ad campaign and measure its ROAS (return on ad spend).

  • Web Analytics – Determine the appropriate KPIs for your website. Make appropriate recommendations to an e-Commerce website based on the conversion funnel.

  • Email Marketing – Understand and implement best practices in marketing to a database of current and potential customers via email. Cross-platform content calendar with sample content developed.

  • Social Media Marketing – Understand your social media tactics to design an effective social media campaign. Social and Digital Audit of your existing channels. Inclusion of a customer journey map (how your customers are currently accessing your digital channels). Target audience and Persona Design.

  • Reputation Management – Understand your online reputation management tactics to sustain a strong brand image.

Additional company criteria

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

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.

Be available to attend the student's final presentations either in-person or virtually.

Provide students with information on the company and its structure, and marketing and communications tools and materials that would be relevant for the project.