The project aims to assist a collaborating company in improving its online presence by refining its website and developing a digital advertising campaign. To accomplish this, students will need access to the company's Google Analytics data.

Using Google Analytics data, students will perform a comprehensive web audit to evaluate the strengths and weaknesses of the website's navigation structure, page layout, content design, and SEO settings. The audit report will contain concrete suggestions for improving the website.

Students will collaborate with the company to prepare a digital ad campaign. The company will determine the campaign's objectives, duration, and budget, and provide ad content. Students' proposals for the ad campaign will include channel selection, budget allocation, detailed campaign settings, and sample ad designs. The proposals will provide clear instructions so that the company can set up the ad campaign conveniently, even if it has no prior experience.

As part of the project, students will deliver website audit reports that provide a detailed assessment of the website's functionalities and components, along with specific suggestions for improving the navigation structure, page layout, content, search engine optimization, and other relevant factors.

Additionally, students will propose and present a digital advertising plan based on the company's objectives. If requested, the plan can focus on enhancing the company's current advertising practices by refining the selection of keywords, target audience, and bidding strategy while keeping the same budget. Alternatively, a new advertising campaign can be designed with new objectives and a specified budget.