Student-consultants will work in groups to develop an integrated marketing communications plan for your organization. The ideal company is a B2C type of company and interested in young adult and multicultural markets.

This experience focuses on equipping learners with the skills to design and execute strategic communications campaigns. Participants will apply their knowledge of research methodologies, creative strategy, and consumer insights to develop comprehensive communication plans. By understanding brand dynamics and consumer behavior, learners will craft targeted multimedia solutions that address specific business challenges. This hands-on experience will prepare them to deliver impactful campaigns that align with business objectives.

Based on your guidance, the plan will help you overcome a specific challenge or opportunity your organization is facing.

This project will assist your organization in communicating and engaging with Millennials and Gen Z. It will be especially effective if you are thinking of introducing a new product/service or you are interested in re-branding/positioning.

Each student-consultant group will submit a complete Campaign Plan Book including, but not limited to the following:

• Executive Summary
• Situation Analysis (Secondary Research)
• Problems and Opportunities (SWOT)
• Primary Research (qualitative and quantitative)
• Creative Recommendations
• Media Plan (social media, online advertising, offline marketing, etc.)
• Strategic Communications Plan with Creative Work
• Evaluation Section
• Limitations
• Bibliography
• Appendix (All documents used in the development of the campaign)
• Brief Student Bio (one paragraph on each team member with photo)