Student teams will create an Integrated Marketing Communications (Promotional) Plan for an organization. These plans contain a combination of the following types of marketing communications or promotional tactics as part of an overall campaign:

• Advertising
• Direct Marketing
• Digital Marketing
• Sales Promotions
• Experiential / Event Marketing
• Public Relations activities
• Personal Selling

Each student team will form a "promotional/marketing communication agency", and work towards answering a RFP (Request for Proposal), which focuses on marketing communication or promotional challenge(s) provided by the organization. At the end of the semester, they will pitch their ideas in presentation form (and the organization will also receive a written report from each team).

Ideal organizations:

1. Are seeking promotional/marketing communications ideas
2. Are interested in collecting ideas and insights from novice/intermediate marketing students
3. Want inspiration for promotional/marketing communication campaigns

One organization will be selected as the "featured organization" for the class. This means that the featured organization will receive the output from 5 to 7 student teams. This means the featured organization will collect a range of marketing ideas from the 5 to 7 teams. Each team will be tasked with completing the following:

• An 8 page written report outlining a marketing communications campaign that includes:

1. Objectives
2. Strategy
3. Tactics
4. Implementation (Timing, Budget, Next Steps, Proposed Measurement)

• A 10-minute pitch presentation with a 5-minute Q&A.

Students enrolled in this course:

• At minimum, have successfully completed an introductory marketing course
• Are usually about midway through their studies
• May be enrolled in a Marketing certificate, diploma, or degree program
• Are either domestic or international students
• Usually create a range of marketing ideas (some more feasible/realistic than others)