28 Jun DeVry mktg410 course project
Question
Course project
Objectives
The objective of the Course Project is to demonstrate mastery of all of the COs 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.
Guidelines/Grading Rubrics
Important: You are not required to invest time in developing a business idea or a business plan. However, it is important to develop an IMC campaign that will help the organization achieve corporate goals and marketing objectives. The cost of the IMC campaign should not exceed the expected increase in sales. Your IMC campaign should include the following.
Identify the Brand in the Topic Proposal
Select a brand.
Describe the brand and underlying brand concept (the brand concept for Disney has been described as family magic—every product, service, and promotional tool must fit with this).
What is the brand problem that needs to be solved (e.g., increase awareness)?
Target market—What is the profile of the typical customer (demographics, lifestyle, usage pattern)?
The IMC Plan
Corporate growth objectives
Analysis of the promotional program situation
Communications goals and objectives
Budget determination
Overview of IMC promotional mix
Monitoring, evaluating, and controlling the IMC process
Promotional Mix: Each promotional mix tool and campaign requires an objective, a budget, a message strategy, a media plan, and artwork.
Advertising
Internet marketing
Direct marketing
Sales promotion
Public relations
Final Report: Students will incorporate the rough drafts of the IMC plan and individual campaigns, as well as any feedback, and revise, edit, and proofread a final report. References will be provided in APA format.
PowerPoint: Students will provide a 10- to 15-slide PowerPoint presentation.
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