By Michael Rieken / April 30th 2026
Course Overview
In this digital marketing course, the goal was to not just learn concepts, but actually apply them in a real-world way. Throughout the semester, I built my own website and used tools like Google Analytics (GA4) and Google Search Console (GSC) to track how it performed and how users interacted with it.
The course was structured around learning key areas like SEO, content creation, social media, and analytics, and then applying those skills through projects. Instead of just reading about marketing, I got to actually do it.
Theoretical Knowledge Gained
Over the semester, I learned a lot about how digital marketing works, including:
- The overall digital marketing environment
- How consumers behave online
- Search Engine Optimization (SEO)
- Email marketing basics
- Social media marketing strategies
- Content creation and branding
This helped me understand how companies attract attention, keep people engaged, and turn that into results.
Practical Project Summary
Website Building
I built and managed my own website where I posted all of my blogs and tracked performance.
Customer Persona Creation
I created detailed customer personas (like for Patagonia) to better understand target audiences and guide marketing decisions.
SEO Keyword Research
I researched keywords people actually search for, like:
- “Patagonia jackets”
- “eco-friendly outdoor clothing”
- “outdoor gear reviews”
AI-Assisted Content Creation
I used AI tools to help with:
- Writing blog posts
- Analyzing customer reviews
- Generating ideas and keywords
- Creating images
Key Skills Acquired
- Website management
- SEO and keyword research
- Google Analytics (GA4)
- Google Search Console (GSC)
- Content creation
- Basic email marketing concepts
AI Tool Utilization Experience
I used:
- ChatGPT for content creation and data analysis
- Leonardo.AI for generating images
Using AI made the process way more efficient and helped me better understand how to use tools that are becoming more important in marketing.
Data Analysis Capabilities
Google Review Analysis
I analyzed reviews for companies like The North Face and REI Co-op to figure out:
- What customers like (quality, service, fast shipping)
- What they don’t like (delays, poor communication, inconsistency)
- Common keywords and patterns
Web Analytics (GA4)
Date Range: Jan 12, 2026 – Present
(Insert your numbers here)
- Total Traffic:147
- Total Active Users: 4
- Total Sessions: 23
- Total Engaged Sessions: 23
What I noticed:
- Most traffic came from direct users, but they didn’t stay long
- Referral traffic had way better engagement
- Some pages performed better than others (especially AI-related content)
This showed me that getting traffic is one thing, but keeping people engaged is what really matters.
Real Company Analysis Experience
The North Face
I looked at what they do well and where they struggle.
- Strengths: strong brand, durable products, fast shipping
- Weaknesses: customer service issues, shipping delays
My ideas: improve communication, make returns easier, and respond faster to customers.
REI Co-op
- Strengths: great customer service, knowledgeable staff
- Weaknesses: inconsistent experiences, confusing policies
My ideas: better training and clearer communication.
Social Media Utilization (LinkedIn)
I used LinkedIn to post my work and connect with people.
LinkedIn Engagement
(Fill this in)
- Likes: 0
- Comments: 0
- Shares: 0
I had no activity through LinkedIn; I had 1 activity in total and it was BHSU reacting to a post.
Network Growth
- New Connections: 17
Company Contact
- Any contact from companies: None
Key Achievements and Insights
- Built a real website from scratch
- Used real tools like GA4
- Analyzed real companies and real data
- Learned that engagement matters more than just getting clicks
- Got experience using AI in marketing
Future Application Plans
Going forward, I want to:
- Keep building and improving websites
- Get better at SEO
- Use analytics to make smarter decisions
- Keep using AI tools to improve efficiency
Contribution Plans for Companies
I feel like I can help companies by:
- Improving their SEO and visibility
- Creating content that actually connects with people
- Using data to improve performance
- Bringing in AI tools to save time and improve results
Personal Growth
This course helped me go from just learning about marketing to actually doing it.
I got better at:
- Thinking analytically
- Creating content
- Understanding what works and what doesn’t
My goal is to keep building on this and turn it into a career.
Portfolio Links
- Website: https://digitalmarketing445.com
- Blog posts: https://digitalmarketing445.com/blog/
- LinkedIn: https://www.linkedin.com/company/mrdigitalmarketing445/
Acknowledgements
I appreciate my instructor and classmates for helping me throughout this course, and everyone who took the time to engage with my work.
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