<-- Back

In today's high-tech, global economy, marketing techniques have changed. A BGSU marketing class is finding out first-hand how to conduct marketing campaigns for real clients using Google AdWords, while also competing against collegiate teams across the world.

Students in a special topics course, taught by Dr. Greg Rich, Chair of the Department of Marketing, have formed a search engine marketing company called FalcoLytics. "The name stems from the fact that Internet advertising is much more analytical than other forms of advertising. You can track how many people see your ad, click on your ad, buy your product, etc.," Dr. Rich said.

After applying to be involved in this experimental class, twelve students were selected and then divided into three teams of four. The teams spent a month or so learning the basics of advertising through Google AdWords, and then proceeded to recruit actual clients. The three clients are: Aardvark Screen Printing & Embroidery, BGSU Dance Marathon, and Tea Tree Asian Bistro -- all located in the Toledo/Bowling Green area.

The teams interviewed their clients to gain an understanding of their business. They then wrote an extensive pre-campaign advertising strategy, which was presented to and critiqued by the class. After spring break, the advertising campaigns will begin -- and run for 21 days. Throughout the campaign, students will be analyzing the data and making adjustments. In the end, the students will write a post-campaign summary, that includes an assessment of results and suggestions to the clients for future online marketing strategies.

Finally, the campaigns will be entered into a worldwide Online Marketing Challenge sponsored by Google. In fact, as part of this competition, Google gives each team $200 of free online advertising with Google AdWords for their campaigns. The campaigns -- along with the written reports -- are submitted and judged by a panel of academics. This year, there is expected to be about 2,000 students competing from 50 different countries.

"The Challenge has really excited the students, and me, too. The opportunity to execute Google AdWords campaigns, to spend 'real money' and to work with actual clients is unique and exciting," Dr. Rich said.

Beyond the Google competition, Falcolytics has acquired its first client, Skycasters. This is an Akron, Ohio-based company that provides broadband satellite Internet to schools, hospitals, and businesses across the U.S. Skycaster’s president, Mike Kister, is a BGSU graduate and a member of the marketing department’s advisory council.

Kister sees a great partnership between FalcoLytics and his firm. Students are gaining real world experience in writing and placing ads, while his company is in a position to spread broadband Internet access in accordance with the recently passed economic recovery act from President Obama.

<-- Back