EngenuitySC

Professor David Crockett’s Marketing 705 class recently embarked on a semester long project to create a brand-awareness campaign for the South Carolina Small Business Development Centers (SC SBDC).

With 17 centers throughout the state, the network of business consulting centers needed to communicate with a wide variety of potential clients in both rural and urban areas.These Darla Moore School of Business students broke into teams to compete to have their marketing campaign selected by the SC SBDC. The students were asked to not only pick a target market, but to also come up with actionable creative plans that could be put to use by the SC SBDC’s marketing department.

According to Professor Crockett the purpose of this project was to expose students to strategic aspects of marketing communications. The students had hands-on experience managing the myriad elements of a marketing mix in order to communicate with relevant audiences. Previous classes had worked with products and brands in his Integrated Marketing Communications class, but this was the first time teams had competed to produce plans for a single client.

Crockett noted, “I saw very different notions of creativity. Teams selected different audiences on which to focus and then they decided what those audiences needed to see and hear. Answering those questions is not nearly as easy as it may seem.”...

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