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.

The project will help the partner company refine its website and launch a two-week digital ad campaign.

1. Web Auditing: The company should register on Google Analytics and provide students with access. Based on the data, students will evaluate the company's website in various aspects, including navigation structure, page layout, content, and search engine optimization (SEO), and provide concrete suggestions to improve the website.

2. Digital Ad Campaign: Students will design a two-week ad campaign for the company. The company decides the campaign objectives and budget. Students will provide campaign plans, including ad channel selection, budget allocation, keywords/target audience settings, the bidding strategy, and detailed ad design suggestions. The company will select one plan, and students will help to execute it.

The company needs to provide access to its Google Analytics and digital ad accounts, a budget of $500~$1,000, and necessary ad content (text, photo, video) during the project.