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MKT 4455 Integrated Marketing Communications (IMC)   Tags: advertising, alternative marketing, brand, communication, marketing, marketing programs, product, promo, promotion, sales rates campaign, srds  

Guide to sources to begin your (IMC) group project
Last Updated: Mar 10, 2017 URL: http://berkeleycollege.libguides.com/IMC Print Guide RSS UpdatesEmail Alerts

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Useful Subject Terms

Try these subject terms in the library catalog when you are searching for material on your topics

Advertising and Public Relations
Brand Marketing
Business Statistics and Analytics
Buying Patterns
Consumer Behavior and Demographics

Direct Marketing

Forecasting / Trend analysis
Internet Marketing
Marketing Channels
Marketing Mix
Marketing Research
Quantitative Research
Statistical Analysis
New Product Development
Retail and Channel Management
Sales Strategy
SWOT Analysis (Strengths, Weaknesses Opportunities, Threats
Target Market
Wholesale and Distribution


Websites for Media Kits & Advertising Rates



In this project, you and your team will pick one specific product and develop 

an integrated marketing communications plan for this brand.

Some guidelines to product selection:

Pick a product sold by a public company

Pick a national brand

I. Pick a specific product, not a company.

a.      Product should be a frequently purchased good

(something people buy multiple times a year)

b.      Product should be aimed at the consumer market rather

than the business-to-business market.

 II.  Pick a product that you feel needs to improve its communications.

a.     a product whose sales are dropping OR

b.     a product whose current communications you do not like OR

c.     a new product


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