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.

Student groups will complete several website analysis reports with detailed assessments of the website's functionalities and components and specific suggestions in terms of navigation structure, page layout, content, search engine optimization, etc.

Students will propose a digital advertising plan for two to four weeks. Upon the company's request, the plan can target improving current advertising performance, with the same advertising budget, but a better selection of keywords, target audience, and/or a better bidding strategy. Or it can serve for a new advertising campaign, with new objectives and budget.