Course: Integrated Project Assignment 2 credits: 5

Course code
CIVP19IPA2
Name
Integrated Project Assignment 2
Study year
2022-2023
ECTS credits
5
Language
English
Coordinator
A.C. Otte
Modes of delivery
  • Lecture
  • Tutorial
Assessments
  • Integrated Project Assignment 2 - Other assessment

Learning outcomes

Upon successful completion of this course students will be able to:
  1. define SMART goals that are relevant to the overall company goals as well as the campaign.
  2. identify the relevant target audience, customer segments and build a complementary persona for a specific company or brand.
  3. set up a customer journey and identify relevant touchpoints in the different stages of the customer journey for a specific persona to reach the set marcom objectives.
  4. design an omnichannel content strategy and implement this by designing/developing seven touchpoints within the visual identify of the company.

Content

​Level:
Introduction
 
Content:
Building on the introduction campaign students have done for the same company as in block 1, every group of students will design an integrated marketing communication and omnichannel content strategy with at least seven touchpoints in the different stages of the customer journey for a specific persona of the company.

Literature/study materials:
For the latest info, go to the reading list on intranet: Hanze.nl/marketingprogramme or the Blackboard course.

 

Included in programme(s)

School(s)

  • School of Business, Marketing and Finance
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