MKTG 3343 Digital Marketing Strategy for a Local Business
MKTG 3343 Digital Marketing Strategy for a Local Business
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The purpose of the final project is to provide you with hands-on experience in the development of a digital
marketing strategy for a local business. As a first step, you are required to find a local business (small- or mediumsized) with an online presence, that is, the business must have a website and offer/sell its products and/or services
online. Your professor must approve this business, thus it is important that you email the URL of the company’s
website to him as soon as possible.
Once your business has been approved, you will be required to write a report for your Digital Marketing Strategy
that includes the components explained below. You must write your report using an essay-style (i.e. a narrative
style) in a 5-6 page Word document (not including cover page, figures, charts, tables or appendices). See
formatting guidelines in page 2. The due date for your final report is midnight Friday, July 7 (11:59 p.m., CDT).
Your report should discuss the following:
1. Company Description and Market Analysis: Describe the company, the product/services offered, target
market, marketing mix (i.e. brief description of Product, Price, Promotion and Place) and main
competitors. In addition, you must include the URL of the company’s website.
2. SWOT Analysis: Describe the Strengths (S), Weaknesses (W), Opportunities (O), and Threats (T) of the
company. Your SWOT analysis should focus on the current digital marketing strategy for the company
(e.g., website, social media pages, mobile apps, etc.)
3. Website Evaluation: Evaluate the company’s website using the 6 principles of good web design explained
in this class. You can use the evaluation form provided by your professor but you need to explain your
findings (you can include the filled form in the Appendix). Then, provide recommendations on how to
improve the website.
4. Website SEO Audit and On-site Optimization: Using SEOptimer (www.seoptimer.com), run an audit for
the company’s website (homepage only). Analyze and summarize the results for SEO, Usability,
Performance, Social Media and Security, and provide recommendations for improvement.
5. Website SEO Audit and Off-site Optimization: Using the following free backlink-checker tool:
https://smallseotools.com/backlink-checker/, do an analysis of backlinks for the company’s website
Final Project: Digital Marketing Strategy MKTG-3343 Page 2
(homepage only) and summarize your results. Then, propose a potential Link Bait page for this site. Explain
why this Link Bait page would increase the number of visitors and backlinks to the site.
6. First Paid Digital Marketing Campaign: Imagine that this company is interested in running its first digital
marketing campaign and has a $1,000 budget for it. Based on what you have learned in this course, which
of the following digital marketing techniques you would recommend to this company. Explain the reasons
for your selection and briefly describe your ideas for the campaign.
a) A paid search advertising campaign
b) An online (banner ad) campaign
c) A remarketing campaign
d) An email marketing campaign
e) A Facebook marketing campaign
Appendix: You can include any figures, charts, images and tables to support the content explained in sections
1-6.
FORMATTING GUIDELINES:
Margins: All margins (left, right, top and bottom) margins are to be set at 1 inch (2.54 cm)
Line Spacing: 1.5 lines
Font Type and Size: Arial, Calibri, or Tahoma – 12 points for main text. For other sections such as Footer,
Headings, Titles, and Cover Page text, you may decide the most adequate font size.
Text Alignment: Justified/Left (for main text) / Centered (for section headings) / Left Aligned (for titles)
Page Numbering: All pages (except title page and table of contents) must have a footer section as the one
shown on this document.
Graphics, Tables, Charts, and Figures: All graphics should be included in the Appendix section and must
be centered on the page and include a caption, as in the following example:
Cover Page Sample: Include a professional cover page for your digital marketing report. The cover pages
should contain school logo/name, course name, report title, business name, student name and submission
date