This is the capstone course project that is designed to aggregate undergraduate students’ learning experiences across the marketing major. In line with your organization’s goals, a team of students will develop a business-to-consumer (B2C) strategic marketing communications plan to address fit between your brand and the market. Student teams will deliver a tight, cohesive, and compelling strategic communication plan for the brand that will shape the company’s success in the market.

Our students will determine an effective and impactful approach to deliver your B2C communication campaign to its intended audience. In devising this plan, the team(s) will extensively research the market to discover opportunities to better connect with your audience.

Having a few live calls and end of semester presentation will be essential. This course meets on Tues/Thursday in the morning, so partnering with a client in the Eastern or Central time zones in North America will likely work best!

Final deliverables will include:

A written report including:

1. An executive summary.
2. A SWOT analysis.
3. A segmentation and positioning plan.
4. An overview and discussion of communication channels.
5. A growth plan for the communication strategy.
6. Other criteria specific to the individual project.
7. References and appendices.

A 30-45-minute presentation with a 10-15-minute Q&A session (scheduled for early December).