Inside the Year 3 of Bachelor in Management - Projects

At TBS Education, our Bachelor in Management is designed to transform students into adaptable, career-ready professionals. By the time students reach their third year (Year 3), they transition from fundamental business concepts to deep, practical specialization. For those choosing the Digital Marketing track, knowing how to set up an ad is just the beginning—the real mastery lies in the strategy behind the execution.

For the February 2026 Group Project , our Year 3 Digital Marketing students face a comprehensive challenge: a Google and Insta Ads Campaigns Strategic Defense. This isn’t just about spending budgets; it’s about capturing user intent , driving qualified traffic, and deeply analyzing the “why” behind every click.

Let’s dive into what makes this capstone project a transformative experience for our future business leaders.

Moving Beyond Performance: The Strategic Defense

Students must break down their Google Ads approach into a clear narrative flow:

Strategy & Forecast (The Why): Before spending a single cent, students must define their buyer persona and analyze the core business challenge. They build a 15-keyword strategic list , classifying search intent into commercial, transactional, or informational categories. They also forecast crucial metrics like expected clicks, CTR, and Cost per Click (CPC).
Campaign Execution (The How): This phase requires a meticulous ad group segmentation and match type strategy. Students must bridge the gap between user intent and action , ensuring their targeted headlines and descriptions align perfectly with commercial intent.

Landing Page (The Where): Traffic is meaningless if it doesn’t convert. Teams must design a landing page with clear storytelling and robust trust elements. To reduce friction, they replace traditional forms with Calendly integrations. They are also tasked with achieving a PageSpeed score greater than 85% on mobile.
Visibility & Strategic Alignment (The So What): Finally, students analyze their real-world data, interpreting CTRs, CPC evolution, and Quality Score insights to propose concrete optimization actions related to bids, budgets, and structure.

Social synergy: the Instagram Ads challenge

Omnichannel marketing is the industry standard.

Therefore, Part 5 of the Year 3 project demands a robust Instagram Ads Campaign.

The primary objective here is foundational: students must establish a core base for the Meta algorithm to effectively identify target and lookalike profiles. To achieve this, the teams must execute:

Audience Building: Reaching a minimum of 100 followers and 100 following within their specific target audience.
Content Foundation: Publishing 15 initial posts specifically targeted toward the service being promoted.
Data Analysis: Comparing actual KPIs (Reach, Clicks, Follower Interactions) against the initial Meta Business Center forecasts.

Check out the program content of the Bachelor in Management

The art of the pitch: strict boardroom rules

In the professional world, clarity is currency. To prepare students for high-stakes agency pitches, the presentation format is strictly regulated.

Time Limits: The defense lasts exactly 10 minutes, followed by a 5-minute Q&A session.
Visual Constraints: The final slide deck is capped at a maximum of 10 slides.
Radical Conciseness: Each slide must contain only one core idea.
Keyword Focus: Text is limited to a maximum of three keywords per slide—absolutely no descriptive paragraphs or full sentences are allowed.
Data-Driven: Every single slide must include either one KPI or one visual element, such as a chart, structure, or asset screenshot

These strict rules force students to rely on their strategic thinking rather than reading off a screen.

Taught by Industry Practitioners: The Agency Edge

At TBS Education, we believe the best way to prepare for the business world is to learn from those actively shaping it. That is why this Year 3 digital marketing module goes beyond traditional theory.

The module is led by Arthur de Perthuis, a specialist who perfectly embodies the “practitioner-professor” model. With over 15 years of hands-on experience in the digital marketing and paid media industry, Arthur is far from a traditional academic.

He is the founder and active director of his own digital marketing agency. Because he manages real budgets and high-stakes client campaigns every single day, he brings up-to-the-minute strategies and real-world algorithm nuances directly into the classroom.

The strict “boardroom rules” and the 10-slide constraint aren’t just academic exercises—they are the exact standards Arthur demands in his professional agency life.

By being mentored by an active industry leader with more than a decade and a half of practical expertise, our Year 3 students bridge the gap between classroom simulations and true professional execution.

How are the marketers of tomorrow evaluated?

To ensure holistic skill development, the project involves strict team organization, including skill-based task allocation and quantitative KPI objectives assigned to each team member.

The final grade reflects a balance of hard skills, analytical depth, and professional delivery:

Google Ads and Instagram Ads campaign structure for a digital marketing project

Evaluation criteria

Audience & keyword alignment: 20%
Campaign structure & assets: 20%
Optimization & reasoning: 20%
Strategic clarity: 15%
Creativity & professionalism: 15%
Team organization & KPI accountability: 10%

Projects like the Year 3 Digital Marketing defense are exactly why TBS Education graduates enter the workforce ready to make an immediate impact. They don’t just learn platforms; they learn the logic of the market.