Attached are the orientation the teacher send to us and I copied the rules in here, so you really get the idea of this Project. My Service is a fiction service, where I would do an online store, wher
INTEGRATED MARKETING COMMUNICATIONS RESEARCH & ANALYSIS SUMMATIVE COURSE PROJECT
The Summative Course Project Assignment demonstrates your familiarity with and understanding of the
principles, techniques, and strategies utilized in contemporary advertising platforms, as implemented through
an integrated marketing communications framework. This is a two -part project.
PART I : RESEA RCH & ANALYSIS (During research, maintain a working bib liography )
A. Select ONE real or fictional product that you have personal experience with and understanding
of (can be goods, services, or ideas). Gain knowledge about your product’s competitive climate/environment by
researching the most likely significant direct and indirect competitors. Next, informally strategize the marketing
mix (4P’s) components as relevant to your chosen product. What is unique or desirable about your product ? How
or where is the best place or way to distribute your produ ct to consumers? Research the competitive
environment for a ny remarkable or substantial HISTORICAL marketing campaigns or promotions initiated by a
competitor’s product or your own product (if your product is an actual existing product ). Identify the exist ing
pricing structure (range) for existing similar products.
B. Identify two different and specific market segments that would be l ikely consumers of your
product. Begin to develop a “profile” for each of your specific target markets by identifying relevant
segmentation characteristics of each group (beginning on p. 89 ). Your profile should fully examine and establish
which influences (p. 65 -68 ) are relevant, which demographic characteristics are relevant, which psychographic
characteristics are relevant, which behavioral and environmental characteristics are relevant (geodemographic) ,
what geographic characteristics, as well as which personal needs, goals, and values are relevant to each of your
market segment s.
C. Determine the two most likely advertising mediums (media preferences) that would be
effective for each of your proposed two market segments. Engage in a full situation analysis (Figure 1.4 p. 7) and
analysis of the 3 C’s: Customers, Competitors, and Communications (p. 86 -88 ).
** After thorough research & analysis, prepare Worksheet A, B, and C , & provide source page —
Worksheets will be provided at the end of WK 4
PART II: CREATIVE APPLICATION AND ONLINE VIDEO CLASS PRESENTATION
A. Utilizing your understanding of message strategies and advertising effectiveness (p. 178 -197 ),
design and prepare two advertisements for your selected product, which demonstrate a cohesive and integrated
brand image, personality, and identity. (Advertisements may be print media, broadcast media, digital media,
public relations platforms, trade pr omotions, etc…)
B. Prepare a 5 -12 minute narrated video which introduces the class to your selected product,
briefly explains your research and analysis process (Part I: A, B, C), and showcases your TWO advertisements.
**A step -by -step guide will be pr ovided in WK 5 to assist wi th preparation of your video.