portfolio
principles of advertising & imc
This course provided the basic foundational concepts in Advertising and Integrated Marketing Communications (AIMC). The major project was to develop a comprehensive IMC campaign for a chocolate brand, ChocoBerry Treats, which we designed and created from scratch. The project's purpose was to apply the theory learnt in a manner that showcased our understanding and creativity in the subject.
creative execution for IMC
This course provided a review of the concepts of AIMC with an emphasis on creative development. The project for this course was a submission to the '4Humanities' Shout Out for the Humanities' student contest. A campaign was developed for Franz Kafka's The Metamorphosis on the basis of cultural branding. The campaign, titled Spolu, focused on Douglas B. Holt's literature and principles on cultural branding to promote an identity brand across three periods in the novella.
imc strategy & management
This course provided in-depth knowledge on IMC strategy and management. The crucial role of decision-making in the formulation of communications strategy and agency management was the major aspect of this course. There were two major projects, with the first being to analyse the online website data of the client, Thunderbird, and provide recommendations. The second project was for the brand Nescafé under the client Nestlé Middle East. The purpose of this project was to create a campaign centred around a new coffee product, which we created, and was targeted to the youth.
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public relations management
This course presented the fundamentals of Public Relations (PR) concepts and provided insights into how these concepts are applied by practitioners in real scenarios. One project was worked on individually, in which we were each assigned a fictional company, which in my case was CommunicAID, a non-profit organisation. We were asked to present various PR deliverables for our company based on various briefs. The second project was a university wide campaign in which my classmates and I developed a PR campaign to present improvements to the current university mascot.
Media planning
This course presented media planning functions in detail and how they are applied in the IMC process. The first project was to develop a media planning campaign for the cereal Cinnamon Toast Crunch and the second project was to develop and run a Google AdWords campaign for a karate school, The Japanese School of Martial Arts.
campaign development & evaluation
This was the capstone course for the AIMC major. We were asked to develop a comprehensive campaign that encompasses all elements learnt from previous AIMC courses. The campaign was developed for a client close to home, American University in Dubai's new Executive Master of Business Administration (EMBA) program.
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