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This project gives you a chance to work on a marketing communications campaign, much like you would in an advertising agency. This hands-on project is designed so you will (1) select objectives for an advertising campaign, (2) formulate a creative strategy for an advertising campaign, (3) select media that efficiently reaches targeted audiences, (4) discuss the various methods used to track the effectiveness of ad executions during and after the launch of an advertising campaign, and (5) employ appropriate research techniques and analyze, interpret, and present data effectively.

The Integrated Marketing Communications Plan
An IMC plan is a blueprint of the complete marketing communications program for a product/brand. It is a formal document that evaluates the background of the brand and presents a set of guidelines and an action program for the advertising and promotions campaign.

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