To develop practical skills in designing and executing an integrated marketing campaign that aligns with business goals and target audience insights.
To demonstrate the ability to analyze market data and consumer behavior to identify opportunities and challenges for positioning a new product.
To apply knowledge of digital and traditional marketing channels, budget allocation, and content creation in a cohesive campaign plan.
To enhance decision-making and problem-solving skills by adapting marketing strategies based on hypothetical competitive responses and market feedback.
To cultivate professional communication skills through the preparation and presentation of campaign proposals and performance reports.
To develop project management competencies including timeline development, resource planning, and cross-functional collaboration simulation.
To critically evaluate campaign effectiveness using key performance indicators (KPIs) and provide actionable recommendations for optimization.
Conduct a detailed market analysis for a hypothetical new product, identifying target segments, competitors, and consumer preferences using provided datasets and secondary research resources.
Develop a comprehensive integrated marketing campaign proposal, including marketing objectives, key messages, channel strategies (digital, social media, events, PR, etc.), and budget allocation.
Design sample content pieces such as social media posts, email newsletters, or promotional copy tailored to different platforms and audience segments.
Create a project timeline outlining major milestones, deadlines, and roles if working in teams to simulate cross-functional coordination.
Present the campaign plan to a mock executive board (class or panel) highlighting strategic rationale, expected outcomes, and risk mitigation approaches.
Simulate a mid-campaign review based on provided hypothetical performance data, identify issues or opportunities, and recommend adjustments to maximize impact.
Prepare a final performance report summarizing insights from campaign execution, lessons learned, and suggestions for future marketing initiatives.
