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Global Online Marketing Challenge (GOMAC) Teaches CSUB Business Students to Help Businesses Gain Customers

CSUB business students have worked with one international and four local businesses and organizations to launch and optimize their digital marketing campaigns as part of the Global Online Marketing Challenge (GOMAC). 22 students who took part in the challenge were split into teams to offer their selected business partners digital consulting support. In June 2021, one team was selected to represent CSUB at the 2021 GOMAC competition. The selected student team will be competing internationally with student teams from other universities. The results of the competition will be expected to be announced in September 2021.

The competition is focused on helping a business or organization realize the potential of digital marketing. As a part of the challenge, they ran Google Ads campaigns, designed landing pages, analyzed campaign data and metrics, and showcased their results using Google slides, Tableau, and Google Data Studio (i.e., a dashboard design technique). In total, the student teams contributed about an estimated amount of $10,000 dollar value as evaluated by the number of interactions (impressions, clicks, and conversions) and online orders.

Several student teams received recognitions from their corresponding partners due to their excellent digital campaign performance. For instance, one of the client partners for the student teams, Rioni Pizzeria, a restaurant client from Mexico, was able to boost their web traffic and online orders by more than 50% during the peak campaign period.

All the student teams who perform these service-learning activities were from the fall 2020 cohort of the Marketing Channel course taught by Professor Zhenning “Jimmy” Xu.

There are two major objectives of this service-learning course. The primary goal is to help students grasp the practical relevance of marketing topics discussed in the classroom. A complementary goal is to develop positive liaisons with the local business community.

 

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