Do you have a marketing promotion challenge you want to tackle? It takes an average of seven interactions with your brand before a customer buys. Make sure each interaction is working effectively towards a common goal with an integrated marketing and communications plan. In this project students working in groups will addresses the dynamics of creating successful promotional strategies your competitive environment. The will examine both the managerial activities of designing promotional campaigns, and the creative functions and considerations required for effective communication. The effects of promotion on the consumers for whom it is designed, and some methods for measuring the success of promotional initiatives will also be covered.

Based on your organizational goals, student teams will develop a unique marketing communications campaign, informed by primary and secondary market research.

Students will conduct extensive research to create a comprehensive and consistent marketing campaign for your organization.

Project activities might include, but are not limited to:

• Establishing communications objectives, plans and budgets.
• Evaluating the various media forms, and identifications of their use.
• Exploring direct marketing and Internet, as well as other media and communication vehicles.
• Monitoring, evaluating and measuring effectiveness of a promotional program or developing a plan to do so.
• Understanding and highlighting global communications considerations and issues.
• Addressing social, ethical and economic issues and aspects of communications planning.
• Recommending changes to advertising and PR materials for improved the consistency across your organization’s existing marketing campaign.
• Creating an integrated marketing campaign for a new product or service.
• Creating a rebranding campaign for an existing product.
• Creating a social media or new media campaign to complement existing marketing communications.