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.

Final deliverables will include:

1. A detailed report including:

• An Executive Summary.
• A SWOT Analysis and PESTLE Analysis.
• A qualitative and quantitative research summary.
• A media plan for each communication channel.
• An implementation schedule and feasibility study.
• KPI Measurements.
• References and Appendices, including raw data.

2. A 10-minute presentation with a 5-minute Q&A.