Integ Market Comm Exercise

This comprehensive supplementary package puts students in the role of client services manager at a major, full-service integrated marketing communications agency. The client, the Republic of Uruguay, wants the agency to create and manage a total marketing program for a new resort in Uruguay called Punta del Este. This approximately 80-page, semester-long project workbook includes step-by-step directions for students to follow. In addition to the traditional IMC Mix, this exercise also takes students into the world of interactive media, because any successful presentation in the real world today will have to include a proposal integrating the Internet and other interactive media.