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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.
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