Working in groups of 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
• Develop an integrated marketing strategy using both online and offline marketing tools
• 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 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