Final Report

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Course Overview

The purpose of this course is to have real-world experience researching companies and creating marketing materials. This course covered many topics, including website building, creating a customer persona, using AI to create content, and using Google Analytics to analyze the website created.

Theoretical Knowledge Gained

During this course, I learned valuable information about the digital marketing environment, digital consumer behavior, email marketing, SEO, social media marketing, and many other valuable skills. Relating to digital customer behavior, I used Google Reviews and ChatGPT to understand what consumers thought of a company and ways the company could improve their strategy.

Practical Project Summary

During this course, I learned skills including website building, customer persona creation, SEO keyword research, AI-assisted content creation, and many other topics. In order to create a website, I used the Hostinger website host and created a variety of blog posts for each assignment of this class. I learned many valuable skills with AI-assisted content creation, such as creating a customer persona, analyzing data, and even creating images for promotional items.

Key Skills Acquired

During this course, I was able to manage a website, use email automation, Google Analytics, Google Search Console, and many other skills. Using Hostinger, I was able to create a variety of blog posts relating to companies, and email automation allowed my blog posts to be sent. Using Google Analytics showed me valuable insight into how people were interacting with my website, and AI allowed me to analyze this information to improve my future blog posts.

AI Tool Utilization Experience

This course utilized many AI tools to create content using ChatGPT and image generation with Leonardo.AI. This was a content area I had never used very often in the past. ChatGPT was able to analyze a variety of aspects of the company (customer persona, reviews, etc.) in order to create a marketing strategy that would help the company improve. I had also never used Leonardo.AI before, but this platform was also very beneficial. It allowed me to create content conveniently and allowed me to edit the content so it would match the company’s strategy.

Data Analysis Capabilities

To analyze the data from this course, I utilized Google reviews and conducted a web analysis using GA4. Using Google Reviews, this allowed me to learn more about what customers think of the website, and the various ways the company can improve their strategy. Using Google Analytics, I was able to learn how to improve my future blog posts. Google Analytics showed many helpful metrics (demographics, views, etc.), which are very beneficial for a company.

Real Company Analysis Experience

During this course, I was able to analyze and propose ideas for two major music studios. This course allowed me to learn more about these companies and how they can improve their strategy to gain more customers. Using ChatGPT and Google Analytics allowed me to learn more about the companies and my blog to ensure I am promoting the businesses and gaining insight into how I can improve my future blog posts.

Social Media Utilization

Using LinkedIn, I was able to network and share my experience and the skills I learned during this course. LinkedIn allowed me to showcase my blog posts in a short summary, which promotes the company as well as my website.

Key Achievements and Insights on LinkedIn

Number of Likes: 7

Number of Comments: 2

Number of Shares: 0

Number of New Connections: I made 0 new connections, but my posts received 1,131 impressions.

Contact from the company: I did not receive any contact from the company, but Abbey Road Studios liked the blog post where I used Google Maps to analyze reviews of the company.

Key Achievements and Insights on Google Analytics 4

Total Active Users: 237

Total Sessions: 245

Total Engaged Sessions: 65

Future Application Plans

I have gained valuable information during the duration of this course that will be very beneficial in a future job. I now know how to use automated emails, SEO, Google Analytics, and AI content creation. This skills will allow me to research a company and create a marketing strategy, adding value to their company.

Contribution Plans for Target Companies

During this course, I have learned many valuable skills I can use to contribute to a company. I have learned how to create a customer persona based on company data, use Google Analytics to analyze how a website is performing, and create content using AI tools, which will be very beneficial.

Personal Growth Process

I have learned many valuable skills during this course, which I will continue to use in the future. I have learned how to create clear, concise content to effectively create content and research for a company. One of my main goals in the future is to create a marketing firm and continue to use these skills, while learning new ones, to create and fulfill a marketing strategy for company.

Portfolio Links

Website Link: https://aspenmarketingstudios.com/

Blog Post Links:

LinkedIn Profile: www.linkedin.com/in/abigail-scott-2022amscott

Acknowledgements

I would like to thank my mom for teaching me many incredible marketing skills, which allowed me to succeed in this course. I would also like to thank Dr. Sangbong Lee for teaching this course in a way that was very engaging, and I would also like to thank him for connecting me to internship opportunities.

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