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Integrated Marketing Communication Promotional Plan & Promo Materials

MARK 3340
Closed
Douglas College
Douglas College
New Westminster, British Columbia, Canada
DK
David Keighron
Professor
(18)
6
Timeline
  • May 15, 2023
    Experience start
  • August 14, 2023
    Experience end
General
  • Undergraduate; 3rd year
  • 35 learners; teams of 5
  • 60 hours per learner
  • Dates set by experience
  • Educators assign learners to projects
Preferred companies
  • 11/13 project matches
  • Anywhere
  • Academic experience
  • Any
  • Any industries
Categories
Advertising Customer segmentation Digital marketing Market research Marketing strategy
Skills
promotional strategy advertising marketing & advertising promotional campaign fundamentals of the creative aspects of promotion
Project timeline
  • May 15, 2023
    Experience start
  • August 14, 2023
    Experience end
Overview
Learner goals and capabilities

Student consultants will create an Integrated Marketing Communication Promotional plan for your organization (using SOSTAC Framework) and develop promotional materials across different media both online and offline; if required, to support that execution of this plan.

Expected outcomes and deliverables

Your organization will receive the following deliverables in three phases:

  1. A background document, including promotional plan objectives, creative theme, and key messaging.
  2. A video presentation on Key Outcomes of what the students have learned and covered throughout the semester.
  3. Series of promotional materials using different mediums based on what was developed from SOSTAC Framework
Project Examples

Beginning in January, a group of four to five 3rd year Undergraduate student-consultants will spend several hours throughout the semester creating an Integrated Marketing Communication Promotional plan for your organization using the SOSTAC Framework.

  • Situation analysis (where are we now?).
  • Objectives (where do we want to be?).
  • Strategy (how do we get there?).
  • Tactics (the details of strategy, eg the marketing mix and communications mix).
  • Action (execution – checklists, guidelines, processes including internal marketing).
  • Control (are we getting there? – metrics and measurement – daily, monthly).
  • + 3Ms – the key resources: People (human resources), Money (budgets) and Minutes (timescales).

Students will research your organization and industry to develop this strategic plan to best promote your business and help you reach your objectives. The plan will also include many samples of promotional materials using different mediums.

Project scope can include, but is not limited to:

  • Reaching a new target market.
  • Promoting a new product.
  • A special sale or event.
Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

Provide a dedicated contact who will be available to answer weekly emails or phone calls over the duration of the project to address student's questions or provide additional information. They also need to be available for two meetings - The kick-off session and a presentation at end of the semester.

Minimum of 2-3 interactions with the students in-person or remotely (approximately 4-6 hours over the duration of the project/group).

Be available to your assigned student group for initial meeting to initiate the relationship and confirm your scope of the project.