University of Alberta
University of Alberta
Log in Sign up

Integrated Marketing Communications

MRKT-3117
Closed
Red River College Polytechnic
Red River College Polytechnic
Winnipeg, Manitoba, Canada
Andrea McCann-Suchower
Andrea McCann-Suchower
Instructor
(11)
3
Timeline
  • September 30, 2021
    Experience start
  • October 16, 2021
    Project Scope Meeting
  • December 1, 2021
    Experience end
Experience
10/7 project matches
Dates set by experience
Preferred companies
Anywhere
Any
Any industries
Categories
Communications Market research Marketing strategy
Skills
digital marketing sales & marketing marketing strategy communication research
Learner goals and capabilities

Students can help solve marketing problems by providing communication solutions. Students will integrate various forms of communication and messaging in a marketing campaign to ensure clarity, consistency, and maximum impact. In this project, students will evaluate the strategic roles of a variety of communications, identify target customers, communicate brand awareness and create communications. The students will work in teams to collaboratively develop an integrated marketing campaign.

A strong online presence is key to unlocking new markets and building your customer base. Whether you are launching a new product, promoting your business, or trying to reach new audiences, integrating traditional and modern day marketing techniques is an excellent advantage. In this project, a group of students will analyze your current marketing activities and suggest solutions from traditional to social media and propose methods to strategically leverage these tools to achieve your goals.

Learners
Diploma
Any level
35 learners
Project
20 hours per learner
Learners self-assign
Teams of 4
Expected outcomes and deliverables

A report for advertising and marketing communications plans from strategy up to execution. Determine the components of the communications mix to include in an integrated marketing communications campaign. Conduct marketing research to develop a competitive analysis.

A report detailing the problem, recommended solutions, and an action plan. A 20 minute presentation of key findings with a Q & A.

Execution would be the responsibility of the client.

Project timeline
  • September 30, 2021
    Experience start
  • October 16, 2021
    Project Scope Meeting
  • December 1, 2021
    Experience end
Project Examples

Based on your organization's current needs and goals, students will develop a custom integrated marketing communication strategy. The plan can be designed from scratch or it build on your existing strategy.

The strategy may include, but is not limited to:

  • Conducting an audit of your current social media presence.
  • Developing strategies for improving your online presence by recommending programs, tools, methods of engagement, social channels, or communication pieces.
  • Examining content marketing and the role it plays in your integrated marketing communications
  • Developing strategies for increasing engagement on your various public accounts, blogs, or other marketing assets.
  • Identifying best practices to reach a new target audience.
  • Identifying best practices within your current market segment to achieve a larger market share.
  • Integration of a new media campaign to complement existing marketing communications.
  • Developing a 6-month roll out plan.
  • Recommending changes to advertising and PR materials for improved the consistency across your organization’s existing marketing campaign.
  • Creating an integrated marketing campaign for a new product or service.
  • Creating a rebranding campaign for an existing product.
  • Developing marketing strategies that align with existing organizational strategies to include in an integrated marketing campaign.
Companies must answer the following questions to submit a match request to this experience:

Be available for a quick phone call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course.

A representative of the company will be available for an initial online meeting with the students.

Provide an evaluation of the student team for grades.

Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address students' questions.