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Exam Content

Imagine you have been hired as a consultant to evaluate a company’s digital marketing online presence. You are required to evaluate the company’s website and the corresponding data and provide your recommendations to improve its current online presence.

Watch the assigned weekly videos. Attached are the videos to watch.

Select a website of your choosing that sells products or services or a nonprofit that provides services.

Note: You will use this website for both the Week 3 and 4 individual assignments.

Research the company/organization to gather additional information (e.g., via an annual report or investor relations site).

Write a 1,050-word analysis of the website in which you complete the following:

Introduce the company/organization and what they do. Communicate the goals of the paper.
Determine who the assumed target market is for the website and what reasoning led to this conclusion.
Evaluate the website according to the manner in which the products or services are being presented (e.g., keywords, website structure, web links, product descriptions, messaging, chats, blogs, banner ads, pop-ups, shopping cart structure).
Describe how well the website will resonate with the assumed target market, and why.
Recommend structural, design, and content changes that could be implemented to improve website performance and customer satisfaction. Why are those elements the most important to change? What benefit will it provide the customers and company/organization?
Discuss KPI’s (Key Performance Indicators) – What are these and why are they important?
Propose key performance indicators (KPIs) and metrics that can be used to evaluate the proposed updates and determine whether they led to performance improvements.

Use: A minimum of two research sources with in-text citations for where they are used.

Format your paper consistent with APA guidelines which includes in-text citations and referencing your sources.

Submit your assignment in a Word file NOT a PDF.

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