REAL BUSINESS SITUATION
Communication is fundamental to the functioning of every discipline including marketing, advertising and public relations as well as the entire IMC tools. Globally, advertisers, manufacturers and clients use various IMC tools such as publicity, sales promotion, direct marketing, corporate communication and PR etc for creating awareness or promoting the product/services. Thus, the ability of advertiser or client to understand how these IMC tools works is key to the success of the business. However, the deployment of these marketing communication tools is dependent on adequate identification of marketing problem through scientific research process. During the semester students were grouped and assigned to a client/brand/ business operator within Covenant University business community. Based on the assigned client or brand, research was conducted by each group to identify the client/brand marketing problem and develop a marketing communication plan using appropriate IMC tools for effective communication with the target audience/publics.
The marketing communication campaign is expected to highlight the specific IMC tools relevant to solving communication problem of the assigned client or brand within CU business community.
Specifically, our task was to:
a.
Using insights from the research conducted on the assigned client or brand in November 2025 clearly articulate the objectives that will guide the marketing communication or media campaign framework.
b.
Develop a specific market segmentation of the target audience, with detailed demographic and psychographic data for the assigned client or brand.
c.
The SWOT analysis of the assigned client’s business or Brand.
d.
Clearly itemize the client or brand marketing problems identified based on research conducted.
e.
Clearly state the BIG IDEA for the client or brand marketing communication/ media campaign.
f.
Design an appropriate media plan to ensure the campaign reaches the right audience at the right time.
g.
Produce an electronic or prints as well as multimedia messaging platforms/ channels capable of capturing the attention of the assigned client or brand target audience within the CU business community.
h.
Expectadtions was to appear as a model, voice-over artiste, and character in the campaign deliverables.