Merchandising/Marketing/Retailing: Branding

Challenge Based Integrated Brand Promotions Project

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Abstract

The Integrated Textile and Apparel Promotions course examines the utilization of textile brand marketing communication and promotion tools to build, maintain, or expand a brand's value in the textile complex. To improve the students’ understanding and application of the course concepts, the instructor developed an Integrated Brand Promotions (IBP) Challenge Project that incorporated business, creative and presentation skills to address timely industry issues through challenge based learning. This innovative project allowed students to work in agency teams to develop an integrated brand promotions campaign for an industry “client”.

Keywords: Marketing, Creative, Branding, Advertising

How to Cite:

Devine, G. M., (2013) “Challenge Based Integrated Brand Promotions Project”, International Textile and Apparel Association Annual Conference Proceedings 70(1).