The online Master’s in Communication program at Purdue allows students to choose topics for some of the final projects. Below are two examples of marketing projects I worked on in the communication online program at Purdue.
Student Project Idea 1: Apply the Brand IDEA to a Global Non-Profit
In the first course, Seminar in Strategic Communication, I chose to write about communication challenges for global non-profits. This allowed me to expand my knowledge in the space that I currently work.
During my research, I read about a branding framework called the Brand IDEA1, developed by professors and researchers at Harvard University after 18 months of interviewing for profit and nonprofits organizations. “IDEA” stands for brand integrity, democracy, ethics, and affinity.
What is the Brand IDEA?
The Brand IDEA is in favor of a strategic approach towards marketing communication, focused on the mission of the organization, shared values, the development of partnerships and participative engagement with stakeholders. This results in a non-profit brand which creates organizational cohesion and generates trust, thus driving social impact.
Student Project Idea 2: Create an Integrated Marketing Campaign
In my course, Seminar in Global Strategic Communication, my final project was to create an integrated marketing and public relations campaign for Burberry, the luxury fashion company.
My group also had to:
- Pick a target market country or region
- Consider Sriramesh and Verčič’s five environmental variables2 including:
a. Culture (societal and organizational)
b. Media environment
c. Political system
d. Economic system
e. Level of development
This project was challenging and at the same time unleashed my creativity. We developed a Corporate Social Responsibility (CSR) focused campaign where Burberry became a sponsor of Prince Harry’s Invictus Games.
Overall, I have really enjoyed and learned an enormous amount from all of my projects in the program. The professors are very amenable as far as answering questions, and all experiences throughout the course, prepare you for your final marketing course project.
1. Laidler-Kylander, N., Stenzel, J.S. (2014). The Brand IDEA. Stanford Social Innovation Review. https://ssir.org/articles/entry/the_brand_idea_managing_nonprofit_brands_with_integrity_democracy_and_affin
2. Sriramesh, K., Verčič, D. (2009). The global public relations handbook: Theory, research, and practice. (2e). New York: Routledge.
Learn More About Building Strategic Communication Campaigns
Christine Tamms is a student in Purdue’s online Master of Science in Communication degree program. The program can be completed in just 20 months and covers numerous topics critical for advancement in the communication industry, including crisis communication, social media engagement, focus group planning and implementation, survey design and survey analysis, public relations theory, professional writing, and communication ethics.
About the Author
Christine Tamms is a Marketing Associate at Cambridge University Press in New York City where she works on global market research initiatives. She also serves as the NYC corporate communications representative with their UK communications team by providing insight, local knowledge and feedback in relation to all aspects of communication activities. She is a Clemson University alumna and studied at a semester at French business school during her undergrad. Christine is also a member of the New York City Junior League.
*The views and opinions expressed are of the author and do not represent the Brian Lamb School of Communication.