Slides - https://docs.google.com/presentation/d/13ChP6iJTjYfk7cSLTt0xw6heuqjXXUCihDfcxKkdJ_k/edit?usp=sharing

Documents:

• https://docs.google.com/document/d/1UegWuONxun0zGuukdFfbzBMSmgv8igbB_pAguy4Oaj4/edit?usp=sharing

Requirements:

A template will be shared in class with more detail as well as project examples to emulate.

Your project must look good & have a consistent format & voice throughout. It must tell a

story, have lots of examples, commentary and success metrics. If you use GenAi for parts, the

entire document must seem integrated and coherent.

• Students pick a brand they admire
• What is the brand’s challenge (launch, reposition, defend)
• What is the brand’s positioning (target persona profile, competition, points of

difference & consumer end benefit)?

• What is the integrated marketing message & why is it effective in achieving the

brand’s objectives?

• What marketing elements does it utilize? (traditional advertising formats, digital

marketing platforms, consumer & trade promotion, public relations, event

marketing, etc.) Include photos, ads, screenshots, the website, packaging, etc.

• Where are the tactics being used along the customer journey (awareness,