Another group is writing a marketing communications plan for a company they invented called Cutting-Edge Communications. CEC does Web site evaluations for West Michigan organizations. Our goal is to help organizations communicate effectively with consumers so that they can maximize their online profitability. They are also developing plans for advertising, for which they have to develop a budget and a timeline. Although the projects are the backbone of the course, students also use a trade book, which parallels the stages they are in with their projects.
Students have to do both an oral and a written presentation to pitch their campaigns.