select a company (local or international) and analyse a media plan for a specific marketing project (not more than 6 months old) (an ongoing advertising campaign, launch of a new product, brand extension promotion, or similar). Students need to identify the key components of an advertising message, and to identify the segments of the existing or future/potential customers.

Introduction: a brief description of an IMC case (campaign and brand) - provide research evidence. You may also use the original advertisement, press clipping or broadcasted news piece.

IMC theoretical framework, concept or model: topic needs to be explained in the context of the IMC discipline. Theoretical application and understanding of the IMC content is essential.

Analysis: identify crucial message and main communication channels, recognise integration strategies (for different medial types) execution stages.

Identify the outcomes (positive / negative) and present them in a measurable manner (figures, results, increase/decrease in %)

Outline the crucial IMC factors that influenced the success or failure of the selected IMC campaign.