First Group Presentation (Week 4)
Choose an academic department at WKU and complete an IMC plan for it.
First, identify the organizational mission of WKU or/and that of the
college/department.
Second, conduct a SWOT Matrix analysis or a SOAR analysis of the
department. Compare the two analyses and explain your choice.
Third, develop the department’s key marketing objective based on the
mission and the analysis.
Fourth, identify its primary target group by using the demographic
segmentation. Specifically, you should describe the major demographic
characteristics of its target consumers.
Fifth, create a promotional plan for this target group. To do this, you should:
1. Assess the department’s internal resources, such as its faculty
expertise, programs, and activities.
2. Create a promotion by describing the source (who represents the
department), the message (promotional information), and the channel
(medium). You do not have to actually show the complete design, but
you should describe your promotion proposal in detail.
Your choice of the academic department should be cleared with the
professor on/by Monday, February 7th, either in person or via email.
Each team has up to 15 minutes to present on either February 9th or 11th.
After each presentation, there will be up to 5 minutes for questions.
Groups decide who present. Please keep in mind that all team members are
expected to contribute to this project, even if you will not present it in
person.
The order (of presentations) will be randomly assigned.
RUBRIC FOR WEEK 4:
(2 criteria worth 5 points each, 10 points total)
(1) Effectiveness: Groups should try their best to come up with an effective business
plan. The presented project is supposed to be meaningful, reasonable, beneficial, and
workable.
(2) Completeness: Groups should strictly follow instructions, address all parts of the
task, and offer a complete presentation of the topic.
Reminder: The first 2 presentations are intended to motivate students to build teamwork
skills and to share knowledge of relevant topics. Be flexible, creative, and interesting!
Enjoy the sharing time!