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MBA 640 Project 3

The documents that are due!

1/ Step 1: Week 5 : Topic 1 & 2 discussion

2/ Step 2 : Week 6 : Topic 3 & 4 discussion

3/ Step 3: Week 7 : Data analysis answers

Please check out the project 3 on https://learn.umgc.edu/d2l/ext/rp/610207/lti/framedlaunch/43de3c14-dd50-474b-b14a-d0a23e551bbc

Step 1: Discuss Customer Relationship Management and Search Engine Optimization

Professionals in the Field

Transcript

As Jillian Best had promised, Ying’s email lands in your inbox by midafternoon on Friday.

INBOX: 1 New Message

Subject: Digital Marketing with CompanyOne
From:     Ying Bao, Associate Consultant, MCS
To:         You and Team

Good afternoon,

I’m looking forward to working with you all on this project. As you may already know, we will spend the next two weeks in working meetings with the goal of producing digital marketing recommendations for our client, CompanyOne.

First, to kick things off, let’s reach a common understanding of what 
crafting a digital marketing strategy
 entails, as well as related concepts like 
customer relationship management
 (CRM), and 
search engine optimization
 (SEO).

A firm grasp of CRM is vital to 
understanding customers
, successfully using 
social CRM
, and 
implementing a CRM strategy
. Reading about SEO will help this team become knowledgeable about 
link popularity
 and 
user insights
.

To be most effective in our upcoming meetings, please supplement your knowledge of the above topics with your own research related to Google Analytics and similar analytical tools.

In addition to the readings for this project, please see the attached discussion topics below that we will cover in our meetings. You must respond to both of these discussions. Please take a look and come to the meeting ready to discuss.

We will have two senior executives from CompanyOne participating as observers and taking notes during our deliberations next week. We want to have done our homework, so that we can make a good impression. After all, MCS has a reputation to maintain.

Thanks so much, really looking forward to seeing your posts in these two areas.

Ying

Attachments:


Discussion Topics 1 and 2

Review the discussion topics via the link above, go to the discussion area, and begin by posting one main response to each of the two topics. Support your arguments under each topic with at least one source from the course readings, and three reliable nonscholarly sources derived from your own research. Then respond to at least two postings from the class. Complete all discussion posts by the end of Week 5 at the latest.

Review the 
MBA Discussion Guidelines
 for instructions on participation in discussions.

When you have finished, proceed to the next step, where you will continue your meetings and will be trained to use Google Analytics.

MBA Discussion Guidelines

Throughout the MBA program, you will be asked to participate in discussions. Assigned discussions, both individual and group work, are part of the process of developing your project deliverables.

In general, address your discussion posts to your classmates, rather than the instructor. Do not attach files; use only the discussion textbox. Your posts do not need the structure or format of formal business memos or reports. These discussions should be an informal exchange of ideas with your peers. You should, of course, still adhere to the norms of standard written English.

To receive the maximum benefit, you should participate in accordance with the guidelines provided below.

· timeliness

· initial posting(s) submitted by 11:59 PM ET on Saturday

· response(s) to other discussion postings submitted by 11:59 PM ET on Tuesday

· proper citation

· cite sources any time you quote or paraphrase an idea or evidence from another work

· use APA citation style (example below)

· meaningful engagement

· posts contribute to substantive scholarly discussion

· student demonstrates professionalism in interaction with peers

· posts critically discuss topics presented in the current week and, when appropriate, in previous weeks

· posts are grounded in the theories and concepts presented in the course

Example:

Based on the UMGC library’s guidance on APA citations, including guidance on how to cite content from the UMGC online classroom, please use the following format for classroom resources with no author or no date:

Step 2: Discuss Data Analytics and Complete Google Analytics Tutorial

While you are about to continue attending meetings and participating in discussions in Week 6, Ying sends out the following email to you and the team.

INBOX: 1 New Message

Subject: Digital Marketing Follow-Up for CompanyOne
From:     Ying Bao, Associate Consultant, MCS
To:          You and Team

Hi team,

Great work on the first two topic discussions at last week’s meetings. I can tell we’re heading in the right direction. To keep the momentum going, I’d like you to complete two more group discussions at our meetings scheduled for this week. You can review these discussion topics in the attachment below. It is required that you respond to both of these topics as well.

As you discuss these topics, be sure you understand the following concepts related to 
data analytics
:

·
working with data

·
tracking and collecting data

·
key elements of web analytics

·
segmentation in web analytics

Also for this week, please complete the excellent Google Analytics for beginners tutorial that is available free online. I’m providing step-by-step access instructions for the tutorial in the attachments below (see How to Access Google Analytics for Beginners Tutorial).

To get some hands-on practice from what you learned in the tutorial, activate the Google Analytics demo account when you are done.

Thanks for your focus, everyone. Review the readings, participate in the discussion activity, and finally complete all four units of the Google Analytics tutorial.

Regards,

Ying

Attachments:

·
Discussion Topics 3 and 4

·
How to Access Google Analytics for Beginners Tutorial

Instructions for activating the Google Analytics demo account are available in the next step.

Review the discussion topics via the link above, go to the discussion area, and begin by posting one main response to each of the two topics. Support your arguments under each topic with at least one source from the course readings, and three reliable nonscholarly sources derived from your own research. Then respond to at least two postings from the class. Complete all discussion posts by the end of Week 6 at the latest.

Review the 
MBA Discussion Guidelines
 for instructions on participation in discussions.

When you have completed your discussions and all four units of the Google Analytics tutorial, proceed to the next step, where you will answer the questions CompanyOne has posed to MCS about the extent of their online merchandise store’s success.

Step 3: Answer CompanyOne’s Data Analysis Questions

The past few weeks have flown by. You have just completed the GA tutorial when you receive a memo from Ying marked CONFIDENTIAL. You scan the memo to find a list of client questions that have been assigned to you. You are expected to use Google Analytics to answer the 10 questions in the memo by the end of Week 7. The Google Analytics demo account will give you access to data from the Google Merchandise Store, which in this project represents CompanyOne’s data.

Review these instructions for How to Activate the Google Analytics Demo Account.

Submit your answers to each of the ten questions and the accompanying screenshots in a Word document to the dropbox located in the final step of this project.

Remember to include one or more screenshots of the relevant Google Analytics page to support your answers. If you need help with creating screenshots, review these
 

instructions on capturing screenshots for your Microsoft, Apple, or Android system.The next step provides a summary of all deliverables due during this project.

The next step provides a summary of all deliverables due during this project.