The Course Project: An Integrated Marketing Communications (IMC) Campaign Plan The 4 Key Objectives of this Project: Demonstrate a good understanding of a typical marketing problem, through a clear identification of the problem and careful analysis Application of marketing concepts associated with the marketing mix, branding and communications Provision of implementation steps that are sufficiently clear and detailed for effective execution (- would your plan work?) Presentation of your work in clear, compelling and relevant documents The Course Project The course project will involve you in developing an integrated marketing communications (IMC) plan for a brand of your choice. Integrating marketing communications entails identifying a brand message and then conveying that brand message through a series of touch points that are relevant to the target customer. The figure presented in the Week 1 lecture captures the steps involved in developing an IMC plan—the brand is the central concern around which the IMC plan is developed. Early in the process, we establish who the customer is, what the customer wants, where the customer is, and then we think about how we will reach the customer in the space they are in, with what message, and which media. PLEASE NOTE THIS IS NOT A MARKETING PLAN OR A BUSINESS PLAN – The IMC plan focuses on what we traditionally refer to as the Promotion P., and what we are now viewing as Communicating the Value.