Capstone Project

Course details

The "Capstone Project" serves as the culmination of the MBA specialization in Digital Marketing. Students are tasked with conceptualizing, designing, and executing a comprehensive digital marketing campaign for a real or fictitious business, leveraging all the knowledge and skills they`ve acquired throughout the specialization

Start Date
TBD
Target Audience
Undergraduate students venturing into the world of blockchain, with or without a prior technical background.
Duration
14-15 weeks (28 Classes)
Learning Objectives
  • Synthesize and apply knowledge from all previous courses.
  • Design a comprehensive digital marketing campaign from scratch.
  • Analyse and adjust campaign strategy based on data-driven insights.
  • Present the campaign and its outcomes to stakeholders.
Key Features
  • Real-world project that encapsulates the entirety of the Digital Marketing specialization.
  • Expert mentorship and guidance throughout the project.
  • Peer review and feedback sessions.
Learning path
  • Unit 1: Project Introduction and Selection (4)
  • Unit 2: Designing the Campaign (6)
  • Unit 3: Execution and Monitoring (5)
  • Unit 4: Data Analysis and Insights (5)
  • Unit 5: Wrapping Up and Documentation (4)
  • Unit 6: Presentation and Evaluation (4)

Topics covered

  • Understanding the Capstone Brief and Expectations.
  • Selecting an Industry and Business for the Campaign.
  • Setting Clear Objectives and KPIs for the Project.
  • Initial Research and Market Analysis.

  • Crafting the Digital Marketing Strategy.
  • Budget Allocation and Media Planning.
  • Designing Content and Creative Elements
  • SEO and SEM Strategy.
  • Social Media and Influencer Partnership Planning.
  • Email Marketing and Automation Blueprint.

  • Launching the Campaign.
  • Tools and Platforms for Monitoring.
  • Weekly Review and Adjustments.
  • Data Collection and Analytics.
  • Engaging with the Audience and Handling Feedback.

  • Analysing Campaign Performance
  • Multichannel Attribution Analysis.
  • Conversion Rate Optimization and Funnel Analysis.
  • ROI Calculation and Performance Metrics.
  • Feedback Incorporation and Strategy Refinement.

  • Concluding the Campaign.
  • Gathering Final Data and Insights.
  • Preparing a Comprehensive Report.
  • Feedback and Lessons Learned.

  • Preparing for the Presentation.
  • Delivering the Capstone Presentation.
  • Peer Review and Feedback.
  • Reflection and Looking Ahead.

Grading:

  • Campaign Design and Blueprint: 30%
    • Assessment of the comprehensiveness, feasibility, and creativity of the proposed digital marketing campaign.
  • Campaign Execution and Management : 25%
    • Evaluation of how effectively the campaign was launched, monitored, and adjusted based on data-driven insights.
  • Data Analysis and Report: 20%
    • Quality and depth of data analysis, clarity of insights drawn, and actionable recommendations made.
  • Final Presentation: 15%
    • Assessment of presentation skills, clarity of delivery, and the ability to answer questions and handle feedback.
  • Peer Review and Participation: 10%
    • Active participation in class and feedback sessions, as well as the quality of feedback provided to peers.

Prerequisites:

  • Advanced Digital Marketing.
  • Marketing Data Science.
  • Digital Media Management.
  • Behavioural Marketing and AI Driven Automation.

Reading Material:

  • Core Textbooks
    • "Digital Marketing Strategy" by Simon Kingsnorth.
    • "Digital Marketing For Dummies" by Ryan Deiss and Russ Henneberry.
  • Supplementary Articles
    • A curated list of the latest articles, case studies, and reports from leading digital marketing journals and websites. This would be updated yearly to reflect the most recent trends and case studies.
  • Online Resources
    • Access to premium digital marketing tools and platforms for practical experience, such as Google Analytics, HubSpot, and SEMrush.
  • Video Tutorials
    • Access to a library of video tutorials covering various aspects of digital marketing, campaign creation, and data analysis.

Assignments:

  • Initial Campaign Proposal
    • Students must submit a brief detailing their chosen business/industry, objectives, and initial market analysis.
  • Mid-term Campaign Review
    • Halfway through the campaign execution, students should submit a report detailing their progress, challenges faced, and adjustments made.
  • Final Campaign Report
    • A comprehensive report detailing the campaign from start to finish, including all data analysis, insights, and recommendations.

Faculty: A renowned academic with a blend of theoretical and practical experience in blockchain technology.

Teaching Instructors: TBD

Contact Us

E-mail

arun.reddy@globuslearn.com

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