Objectives

The objective of the Course Project is to demonstrate mastery of all of the TCOs through the development of an integrated marketing communications (IMC) campaign.

The IMC campaign will support the development of a brand in the marketplace. Either an existing brand or a brand created by the student can be selected for the assignment. The student will develop a plan and a promotional mix (advertising, direct marketing, Internet marketing, sales promotion, and public relations campaigns) and provide these in a rough draft form, followed by the completion of a final report and PowerPoint presentation based on the final report.

A successful IMC campaign depends on an understanding of the target customer, the brand, and the integration of a promotional mix that delivers a consistent brand message at every touch point the customer has with the brand.