Capstone Senior Project

Catalog description

This capstone course focuses on optimizing digital marketing performance across websites, search engines, social media platforms, and paid advertising campaigns. Students apply advanced marketing strategies to improve traffic, engagement, and conversion ou tcomes for an existing business or digital project. Rather than building new marketing assets, the course emphasizes analyzing current performance data, identifying growth opportunities, and implementing optimization strategies across digital channels. Students evaluate website usability, SEO performance, paid advertising campaigns, social media engagement, and marketing analytics dashboards to identify areas for improvement. Through experimentation, testing, and performance analysis, students develop da ta-driven strategies to improve digital marketing efficiency and return on investment. The course culminates in a comprehensive digital marketing optimization report and strategic presentation.