Material Detail

The Google Online Marketing Challenge is a great hands-on exercise for undergraduate or graduate students in classes such as advertising, ecommerce, integrated marketing communication, management information systems, marketing and new media technologies. The goal for students is effective online marketing via sound marketing analysis to optimize, manage and update a Google AdWords campaign. The Challenge works like this: Professors divide students into teams, who will receive free online advertising spend with Google AdWords worth US$200. The teams (or professors) recruit a small-to-medium business, under 100 employees, who have a website but don't currently use AdWords. Each team works with the business to set up an AdWords account and structure an online marketing campaign. During a 3-week competition window, the teams optimize and refine their campaigns. They will need to submit two competition reports – one before they begin and one after the campaign has ended. Entries are judged and winners chosen based on the effectiveness of their campaign and the quality of their reports.

Disciplines:

• Business  / Marketing