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How to Plan a Successful Digital Marketing Capstone Project
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By Christopher Hill
One of the benefits of the UVM Digital Marketing Fundamentals course is that students are exposed to a variety of digital marketing channels. This includes Social Media, Search Engine Optimization, Display, and Paid Advertising, Email Marketing, Mobile Marketing, and Analytics. Over the course of eight weeks, students learn the inner workings of these channels from instructors who actually work in those fields. All of this to prepare their capstone project, a presentation of a marketing plan that serves as the ultimate display of a student’s fundamental knowledge of digital marketing.
However, the question many potential students ask before starting the course is “How can I possibly plan, create, and build a marketing plan in just under eight weeks?”
What is the Capstone Project?
The assignment is simple: consider a problem facing a brand of the student’s choosing and build a multifaceted marketing campaign that they believe can solve it. Students are able to select any brand they desire, even the brand that they currently work for or plan to interview with in the future. They’re also able to choose the specific challenge for that brand that they want their eventual marketing plan to face. And it’s the selection of that challenge that begins to piece the puzzle together for students. Because the challenge chosen could impact the type of digital marketing campaign one would choose.
For example, a student who chooses a challenge of a “new product launch” might feel that the best marketing campaign for them would be a product giveaway . Or a brand that needs to “increase customer loyalty” might be a good candidate to consider a contest or mobile app . These options are provided to students when the class starts so it’s more of a match game than it is pulling something unknown from a hat. There is certainly nuance, but students have a lifeline in the Digital Marketing Fundamentals instructors who are there to help guide them.
The lovely part is, there are typically no wrong answers during the selection part of the process, with the most important thing being that a definitive brand, challenge, and campaign are chosen. However, there is a common trap that can derail the campaign discussion, and that is for a student to consider it good enough to simply say that they’ll use multiple marketing channels to market their brand better. This eliminates the focus for the student and therefore makes their job much harder. Rather than demonstrating the correct and specific use of the included marketing channels that are relevant for a particular campaign, they are instead only capable of showing a general use of the marketing channels, which isn’t what the capstone project is for.
Every capstone should feature more than one digital marketing channel, as a truly good marketing campaign typically does. It’s the goal of the course for students to learn when and how to use these marketing channels, which is why the initial selection process is so crucial.
Which Marketing Channels Should I Choose for my Capstone Project?
This is the biggest question for the students in Digital Marketing Fundamentals Professional Certificate . But it’s also one that students don’t need to have an answer for in the first week. As the course unfolds, there are a number of opportunities for students to learn about the various marketing channels. This includes the weekly live sessions where the instructors, subject matter experts in their field, touch on all the key takeaways and applications for that module’s channel. So students can file away tactics and use cases for their own capstone project.
But aside from this, one of the most basic ways for students to figure out which marketing channels they should use for their capstone is to consider the basics of their challenge and campaign. For example, if the challenge is to increase leads consider these questions: where is the brand currently getting leads? Do they have a submission form on their website? If it is, then that automatically opens the door for marketing channels like Search Engine Optimization and/or Paid Advertising, channels that to varying degrees rely on web pages for lead capturing. Do the brand’s social media pages link back to the website? Well, there is another channel for the student to consider.
Sometimes, it’s that simple to get started and if the student isn’t sure of where to begin, then the instructors are there to provide some firm direction and context.
So even though it seems daunting, the capstone project is actually one of the many elements of the Digital Marketing Fundamentals course that students will find rewarding. It helps them see the marketing landscape through the eyes of a seasoned digital marketer, while also giving them something tangible to include in their portfolios, should they find themselves on the job hunt . Going through this course can be one of the best ways to gain a working knowledge of a number of channels, as well as build a foundation for what could be your future career path.
Christopher Hill is a Senior Account Executive at PureRED and Academic Coach in The University of Vermont’s Digital Marketing Professional Certificate program. In addition to his work as a digital marketer, Hill is a published author, father, husband, and avid sports fan.
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Tourism Capstone Project
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The Capstone Project in the BA in Global Tourism Management constitutes an applied project. This project is to demonstrate the student’s integrated knowledge of tourism and hospitality theory and practice in a global context. The student should carry out a meaningful project that makes a difference or otherwise contributes a benefit to a community, organization or group of people.
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Aujasvi-Moudgil/Capstone-Project
Folders and files, repository files navigation, capstone-project.
The repo. contains Capstone Project done as part of DSE program at Great Learning, Great Lakes Institute of Management.
This is a large data set of news items and their respective social feedback on multiple platforms: Facebook, Google+ and LinkedIn. The collected data relates to a period of 8 months, between November 2015 and July 2016, accounting for about 100,000 news items on four different topics: Economy, Microsoft, Obama and Palestine. The dataset is taken from UCI Machine Learning Repository.
Dataset Link
- Compare popularity of news items on Microsoft versus Palestine.
- Do both types of news have the same behavior on all platforms?
- How soon they reach their final level of popularity?
- Which words are more likely to create higher popularity?
The project work was mentored by Mr. Animesh Devarshi (Data Scientist, Accenture, Bangalore)
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towards buying a travel package. To do so, they collaborated with social media platforms to procure the data. With this attempt we will evaluate the online and social activity of the target audience in order to deliver digital advertisements to users who are most likely to purchase the tourism package.
ADVANTAGES • social media works in a real time situations. • Where the social media covers a wide range of possibility and audiences • Social media in tourism is a creative way to allow the people to give ideas • Social media had become a great extent alternative to word-of-mouth advertising. 9. DISADVANTAGES • Publishing obvious ...
5 likes • 2,487 views. Rohitesh Chawla. Role of Social Media in Tourism in the most easy Language possible in basic English. Hope Everyone gets to know the content meaning and can understand the roles well. Read more. Social Media. 1 of 30. Download Now. Download to read offline.
NEED OF THE STUDY AND UNDERSTANDING BUSINESS/SOCIAL OPPORTUNITY With the advent and popularity of free internet access, social media has become part of nearly everyone's daily routine. We're all connected, all the time, whether we're texting each other on Whatsapp, checking out videos of cute animals on Facebook, posting updates on Twitter, uploading a new picture of us to Instagram, etc ...
Social media & tourism. Feb 12, 2012 •. 13 likes • 3,908 views. G. gbonamie. This is the presentation I used during a lecture on Social Media & Tourism in Spain (CCT, Murcia, 8 February 2012). Technology Business. 1 of 78. Social media & tourism - Download as a PDF or view online for free.
SOCIAL MEDIA TOURISM CAPSTONE PROJECT Submitted To: Concerned Faculty At Great Learning The University of Texas at Austin Submitted By: Neha Mahawar PGPDSBA Dec'B 2021. Problem Statement An aviation company that provides domestic as well as international trips to the customers have collaborated with a social networking platform to a) ...
Capstone--Social-Media-tourism. Instead of reaching out to each customer, an aviation company wants to take a more focused approach. With the help of data science, they want to understand the customer's social media behavior and patterns towards buying a travel package. To do so, they collaborated with social media platforms to procure the data.
The following are the three objective of this project: 1. To analyse the impact of social media pressure and online word-of-mouth (WoM) on individuals in promoting tourism. 2. To identify the role of blogging and Vlogging on social media platforms in tourism marketing. 3. To identify the use of social media as a tool by governments, and tourism ...
SOCIAL MEDIA TOURISM CAPSTONE PROJECT NOTES - II Submitted To: Concerned Faculty At Great Learning The University of Texas at Austin Submitted By: Rachit Mittal PGPDSBA online July E 2020. 2 Laptops Logistic Regression Training Set Fig 1 Fig 2 Fig 3 .
View CAPSTONE PROJECT.docx from PGDM 2 at Birla Institute of Management and Technology, Bhubaneswar. SOCIAL MEDIA TOURISM CAPSTONE PROJECT NOTES - I Submitted To: Concerned Faculty At Great
PGP - DSBA Final Capstone Project on Social Media - Tourism Business Objective: An aviation company that provides domestic as well as international trips to the customers now wants to apply a targeted approach instead of reaching out to each of the customers.
Social Media Tourism. A social media networking platform analyses an aviation company's ticket sales history and user's social media presence to predict whether the user is going to adopt the tourism package. Skills and Tools: Discriminant Analysis, Logistic Regression, Random Forest, CART, KNN. Conclusion:
There are 5 modules in this course. Your markets are on social and you need to be there. However, your social strategy needs to be based on the business metrics which define your success. This final Capstone Project in the Social Marketing Specialization will put the methodologies, tools, and insights you have learned to the test as you create ...
This includes Social Media, Search Engine Optimization, Display, and Paid Advertising, Email Marketing, Mobile Marketing, and Analytics. ... All of this to prepare their capstone project, a presentation of a marketing plan that serves as the ultimate display of a student's fundamental knowledge of digital marketing.
Capstone Project - Free download as PDF File (.pdf), Text File (.txt) or read online for free. Scribd is the world's largest social reading and publishing site.
Undergraduate. The Capstone Project in the BA in Global Tourism Management constitutes an applied project. This project is to demonstrate the student's integrated knowledge of tourism and hospitality theory and practice in a global context. The student should carry out a meaningful project that makes a difference or otherwise contributes a ...
The industries are trying to fine-tune their strategies to suit the consumer needs, as the consumers leave some hints of their choices during their online presence.In this capstone project,solving a problem in the mobile phone industry of the US, one of the major smartphones markets in the world. By analysing the sentiment of the reviews, you ...
Notes 1.pdf from PGDM 2 at Birla Institute of Management and Technology, Bhubaneswar. SOCIAL MEDIA TOURISM CAPSTONE PROJECT NOTES - I Submitted To: Concerned. AI Homework Help. Expert Help. Study Resources ... Business Report of social media tourism project.pptx. University of Texas. BUISNESS 221. Capstone Project.pdf. Birla Institute of ...
Free Google Slides theme and PowerPoint template. Come on, one last effort! Present your capstone to become a doctor or nurse with the best resources! Here you have a bunch of infographics that can help you illustrate your data: Tables, arrows, schemes, graphs…. You can choose the ones you like better and use them in your favorite presentation.
The output includes a Capstone Project Report, code in R and a slide deck. - casedrene/Capstone-Project Brand Building on Social Media: A Case Study of Australis Cosmetics' Facebook Page. The aim of the project was to analyse the data set containing Facebook data.
Objectives • The Canadian tourism industry plays an important role in the Canadian economy. • Tourism has the potential to promote economic growth and job creation in all regions of the country. • Our main objective of this project was to assess the impact of covid-19 pandemic on the tourism industry in Canada. • The research focuses on Canada region and determines the challenges the ...
These presentation templates are suitable for tourism-related presentations. They can be used by travel agencies, tour operators, hotels, and other businesses in the tourism industry to showcase destinations, travel packages, and services to potential customers. Create captivating presentations about tourism with these Google Slide templates.
The repo. contains Capstone Project done as part of DSE program at Great Learning, Great Lakes Institute of Management. Dataset This is a large data set of news items and their respective social feedback on multiple platforms: Facebook, Google+ and LinkedIn.