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Learning Outside the Classroom by Launching, Building, and Analyzing an Online Business

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This highly interactive session guides you through the steps of a group project that aims to advance the students’ understanding of how to drive traffic to an eCommerce website by adhering to Search Engine Optimization (SEO) and social media best practices. Over a three-week period, the teams build a website, use social media to drive traffic to it, and then analyze social media and Google analytics to determine what changes need to be made to their marketing campaigns and their website pages. Through this experiential project, the students learn to appreciate how difficult it is to build an online presence.

Author(s):

Ruth Gilleran    
Babson College
United States

Donna Stoddard    
Babson College
United States