demonstrate the knowledge gained throughout the course and develop an integrated marketing communications (IMC) campaign for a brand of your choice. The report will also be presented in class following professional protocols as if you were pitching the campaign to your selected brand. You need to include the following sections:
• All formalities: Cover page, table of contents, in-text citations, professional presentation with headings and formatting, adequate visuals.

Brand assessment: Explain the mission of the brand and the brand personality using Aaker’s framework. Justify your selection (screenshots of the brand, elements of brand personality, etc.).
Customer segments