Campaigns (IMC 636) is a rigorous and comprehensive capstone course that requires students to develop a thoughtful and professional quality IMC campaign for a real-world client. The best final campaign submissions may be featured in the program’s online IMC Student Portfolio.
Course Learning Outcomes
In IMC 636, students will be required to:
- Develop a detailed target market description.
- Create a SWOT analysis.
- Develop an integrated communications strategy statement.
- Write a brand positioning strategy.
- Write a creative brief.
- Design a series of touch point creative executions.
- Conduct primary research with your target audience (focus group).
- Determine effective methods for evaluating an IMC campaign.
- Write an executive summary.
- Develop a campaign conclusion.
- Put together a complete, professional IMC campaign from start to finish.
Mid-Term and Final Campaign
The mid-term and final campaigns require that students write a complete IMC campaign and execute the creative work required to carry out that campaign. This includes:
- Researching a client, target markets and competition (primary and secondary).
- Developing an integrated communications strategy statement.
- Designing communication objectives and tactics.
- Developing advertising, social media, public relations, internal communications and other creative pieces.
- Developing a series of evaluation methods designed to demonstrate the results of a campaign. This should also include a plan for pre-execution research.
- Learning About Your Client – Planning Your Research
- Brand Positioning, Integrated Communication Strategy Statement
- Brand Positioning, Personality and Perception: Integrated Communication Strategy Statement
- The Campaign Message
- Communication Planning: Objectives, Strategies, Rationale
- Communication Planning: Tactics, Budget
- Touch Point Creative Executions
- Evaluation, Executive Summary and Conclusion
- Campaign Wrap-Up and Submission