Digital Marketing Communication

Client

This course focuses on the development of integrated marketing communication (IMC) strategies to solve real-world business challenges. Centered around a client case—Twister Tropicana facing declining market share—the course required students to design a comprehensive, multi-channel campaign that enhances brand-consumer interaction across both online and offline touchpoints. Emphasis was placed on creating a unified brand message, building a seamless customer journey, and activating high-impact experiential marketing tactics that drive engagement, emotional connection, and sales conversion. The course also covered key components of campaign planning, including content strategy, channel selection, media integration, budget allocation, and KPI-based performance evaluation.

Task allocation

In this course, I explored the strategic process of building integrated marketing campaigns that align with a brand’s business, marketing, and communication objectives. Working in teams, we developed a full-funnel campaign for Twister Tropicana, leveraging both online and offline channels to create a seamless customer journey. My specific contribution was focused on the execution plan, where I applied creativity and insight to design the final three campaign phases—ensuring each stage resonated with customer behavior, brand positioning, and key messaging. This course deepened my understanding of campaign planning, media integration, customer engagement, and performance measurement.

This course taught me that a great campaign doesn’t just speak, it connects. By weaving strategy into storytelling and aligning message with medium, I learned how to create experiences that don’t just reach people, but resonate with them.