This course is an Introduction to Marketing course offered to first-year students through the Business Administration Department at our college. The students come from a variety of backgrounds and programs and can offer insight from a mixture of perspectives. This project comes toward the end of the semester after students have learned about the basics of the Marketing Mix. Students will use this opportunity to apply what they've learned for the following:

Integrated Marketing Communication Strategy assessment and plan development for a specific problem, campaign, or scenario -

• Situation assessment
• Target market assessment
• Company logistical assessment
• Integrated marketing communication assessment
• Analysis and development of a comprehensive report with recommendations

Students are flexible for this project depending on company-desired outcomes based on scenario, campaign, or specific problem. This could include one or more of the following:

• In-depth secondary Marketing Research
• Analysis of existing marketing strategy
• Developing the target-market based marketing communication plan
• Suggesting brand positioning & drafting brand positioning statement
• Integrated Marketing Communication mini-audit
• Problem analysis and communication / promotional recommendations
• Planning for an upcoming campaign with recommendations for media types based on target market preferences
• Scenario-based analysis and recommendations for an Integrated Marketing Communication plan