The Designing and Implementing Digital Strategies for Businesses course is an intensive hands-on course that is centered on the Google Online Challenge. Course instruction is provided by the Center for Digital Innovation, Technology and Strategy (DIGITs).
Students enrolled in this course will design, develop, and implement digital strategies for a real-world company and work directly with a client to:
- Gain a deep understanding of the client’s business objectives and develop a digital strategy that matches the client’s objectives
- Translate the digital strategy into a tailored social media and search campaign(s)
- Utilize social media and web analytics tools to measure, analyze, and improve the social media and search campaigns
- Refine the client’s social media assets and online presence to increase the campaign’s impact
Students work in teams with their client to analyze their business requirements and then develop appropriate online sponsored search and social media strategies. Through the Google Online Challenge, each student team is provided with a budget that allows the team a unique opportunity to test sponsored search strategies. The teams also learn how to use analytical tools to analyze the performance of their social media and sponsored search campaigns to inform guidelines for the client’s future social media and online search campaigns.
This “real-time, real-business, real-money” challenge provides a valuable opportunity for students to gain experience with online advertising with the benefit of immediate performance feedback. At the conclusion of this course, students will gain a broad understanding of key terminology and theories of the underlying on-line search technologies and be able to develop and execute digital strategies for any organization.