DeGroote School of Business - McMaster University

Hamilton, Ontario, Canada

Three to five student groups will collaborate with a single business partner to enhance the partner's digital marketing performance, which includes optimizing their website and devising and launching a two-week digital advertising campaign. Students will undergo comprehensive training in relevant domains, encompassing marketing-oriented web design, search engine marketing, social media marketing, and more. They will evaluate the partner's website design, integrate web traffic data, and furnish an exhaustive web audit report with actionable recommendations to enhance the website's conversion rate. Each student group will present a digital advertising campaign proposal, encompassing the selection of advertising channels, allocation of budgets, configuration of keywords and target audiences, bidding strategies, and detailed advertising design settings. The business partner will choose one group's proposal, and the selected group will collaborate with the company to execute the plan. It is important to note that students will not be responsible for creating ad content for the business partner. The partner will be tasked with producing the necessary ad content, while the students' contribution will primarily involve campaign organization, configuration, and execution. These projects will be closely mentored and supervised by Professor Ruhai Wu and experienced teaching assistants.

DeGroote School of Business - McMaster University

Hamilton, Ontario, Canada

Embark on a transformative journey with second-year graduate learners from DeGroote School of Business, McMaster University, as they immerse themselves in the dynamic realm of Digital Marketing. These budding experts specialize in marketing-oriented web design, search engine marketing, and social media marketing, among other facets. Ready to amplify your digital marketing performance? Collaborate with 3-5 learner groups to receive a meticulously crafted website optimization plan and a dynamic two-week digital advertising campaign. These projects will benefit from close mentorship by Professor Ruhai Wu and seasoned teaching assistants. Who are we looking for? To partake in this collaboration, you need to: Provide access to Google Analytics and digital ad accounts. Allocate a budget ranging from $500 to $1,000. Furnish necessary ad content (text, photo, video) during the project. Who are we NOT looking for? If these criteria are not met, our students won't be able to support you further. Please refrain from sending a match request if you cannot adhere to these prerequisites. Companies with less than 6 months of data available on Google Analytics If we have collaborated together before, we will respectfully decline your request to ensure that students are compliant with plagiarism laws

DeGroote School of Business - McMaster University

Hamilton, Ontario, Canada

The project is to help the company to refine its website and improve its digital advertising performance. The students need to access the company's Google analytics data and historical digital advertising data. Based on the Google Analytics data, students will evaluate the strengths and weaknesses of the company's website from various perspectives, including navigation structure, page layout, content, search engine optimization, etc. and will provide concrete suggestions to improve the website. Students will investigate the company's historical digital advertising performance and propose an implementation plan for a two-to-four-week ads campaign. The company decides the objectives, budget and provides the content of the ads. Students will design keywords/target audience settings, the bidding strategy and the daily ads schedule. The company will select one plan to execute it. The campaign performance will be counted into students' course credits.

DeGroote School of Business - McMaster University

Hamilton, Ontario, Canada

The project is to help the company to refine its website and improve its digital advertising performance. Students need to access the company's Google Analytics data and digital advertising data. Based on the Google Analytics data, students will conduct a comprehensive evaluation of the company's website, including the strengths and weaknesses of the website's navigation structure, page layout, content, search engine optimization settings, etc. and will provide concrete suggestions to improve the website. Students will investigate the company's historical advertising performance and propose an implementation plan for a two-week digital ad campaign. The company decides the objectives and the budget of the campaign and will provide the ad content. Students will design keywords/target audience settings, the bidding strategy and the daily ads schedule. The company will select one from the students' plans and execute it. The campaign performance will be counted in students' grades.