Accreditation
Date of this Version
2014
Document Type
Article
Abstract
THE COURSE
Students work in teams to develop an integrated marketing communications campaign for a real client. The course requires that students apply what they have learned during their academic careers about advertising, public relations, media, research, and creative knowledge to solve the client’s communication problem.
The product is a 40-page plansbook that describes the research students conducted, the strategy that was subsequently developed, as well as creative executions. In addition, each team “pitches” its campaign in a 20-minute presentation to the client team, the college faculty, as well as other students.
THE OUTCOMES
THE QUESTIONS
METHOD OF ANALYSIS
THE WORK
FINDINGS
COinS
Comments
For Achievement—Centered Education (ACE 10) Faculty Inquiry Project (2013-14), University of Nebraska-Lincoln