Project

INTEGRATED MARKETING COMMUNICATIONS RESEARCH & ANALYSIS SUMMATIVE COURSE PROJECT

The Summative Course Project Assignment demonstrates your familiarity with and understanding of the

principles, techniques, and strategies utilized in contemporary advertising platforms, as implemented through

an integrated marketing communications framework. This is a two-part project.

PART I: RESEARCH & ANALYSIS (During research, maintain a working bibliography)

A. Select ONE real or fictional product that you have personal experience with and understanding

of (can be goods, services, or ideas). Gain knowledge about your product’s competitive climate/environment by

researching the most likely significant direct and indirect competitors. Next, informally strategize the marketing

mix (4P’s) components as relevant to your chosen product. What is unique or desirable about your product? How

or where is the best place or way to distribute your product to consumers? Research the competitive

environment for any remarkable or substantial HISTORICAL marketing campaigns or promotions initiated by a

competitor’s product or your own product (if your product is an actual existing product). Identify the existing

pricing structure (range) for existing similar products.

B. Identify two different and specific market segments that would be likely consumers of your

product. Begin to develop a “profile” for each of your specific target markets by identifying relevant

segmentation characteristics of each group (beginning on p. 89). Your profile should fully examine and establish

which influences (p. 65-68) are relevant, which demographic characteristics are relevant, which psychographic

characteristics are relevant, which behavioral and environmental characteristics are relevant (geodemographic),

what geographic characteristics, as well as which personal needs, goals, and values are relevant to each of your

market segments.

C. Determine the two most likely advertising mediums (media preferences) that would be

effective for each of your proposed two market segments. Engage in a full situation analysis (Figure 1.4 p. 7) and

analysis of the 3 C’s: Customers, Competitors, and Communications (p. 86-88).

**After thorough research & analysis, prepare Worksheet A, B, and C, & provide source page—

Worksheets will be provided at the end of WK 4

PART II: CREATIVE APPLICATION AND ONLINE VIDEO CLASS PRESENTATION

A. Utilizing your understanding of message strategies and advertising effectiveness (p. 178-197),

design and prepare two advertisements for your selected product, which demonstrate a cohesive and integrated

brand image, personality, and identity. (Advertisements may be print media, broadcast media, digital media,

public relations platforms, trade promotions, etc…)

B. Prepare a 5-12 minute narrated video which introduces the class to your selected product,

briefly explains your research and analysis process (Part I: A, B, C), and showcases your TWO advertisements.

**A step-by-step guide will be provided in WK 5 to assist with preparation of your video.