Student groups in the Google Online Marketing Challenge are given US$200 (A$220) to spend on Google AdWords advertising, and then work with a local business to devise effective online marketing campaigns.
The students outline a strategy, run the campaign, assess their results and provide the business with recommendations to further develop their online marketing. They will have three weeks to mastermind the strategy and pit their marketing minds against thousands of students worldwide who are also taking part in the global program.
About 600 students from the seven Australian Universities are involved in the program.
“Online advertising is now an essential business requirement, yet, businesses tell us there are not enough people in the workforce with online advertising experience,” Google marketing manager Deepak Ramanathan said.
“Universities are ideal places for students to learn the practical skills needed in the workforce, so following demand from professors and students across the world we joined forces to develop this Online Marketing Challenge,” he said.
Participating universities from Australia include the University of New South Wales, Australian National University, Griffith, the University of Western Australia, the University of Western Sydney, Victoria University, and Edith Cowan Uni.
During the three-week period, the different student groups will have to submit two competition reports, one before they begin the Challenge and one after the campaign has ended. Entries will be judged by an international panel of professors and winners will be chosen based on the success of the campaigns and quality of the reports.
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