dc.contributor.authorCai, Shiwei
dc.contributor.authorChen, Clement
dc.contributor.authorMuhammad Iqbal Abdul Aziz
dc.contributor.authorPrimalani Rikesh Chandru
dc.date.accessioned2011-06-10T00:49:21Z
dc.date.available2011-06-10T00:49:21Z
dc.date.copyright2011en_US
dc.date.issued2011
dc.identifier.urihttp://hdl.handle.net/10356/45198
dc.description.abstractUsing Integrated Marketing Communication (IMC) theories, this paper seeks to address branding issues faced by a local music establishment, Celine Jessandra School of Performing Arts. Based on research, and the use of brand concepts and methodologies, we seek to identify the challenges our client is facing, culminating in this proposal’s aim to help resolve them.To create a more focused proposal, we segmented the strategies into two aspects. They are re-branding the school, as well as reaching out to its potential audience and cultivating greater awareness. The strategies discussed are geared towards improving brand associations, as well as to help the school achieve specific predetermined goals; including but not limited to – developing a more vibrant, personable and credible image brand, as well as making both its external (mainly) and internal communications more efficient.en_US
dc.format.extent58 p. + 1 appendix.en_US
dc.language.isoenen_US
dc.rightsNanyang Technological University
dc.subjectDRNTU::Social sciences::Communicationen_US
dc.titleWe sing. We dance. We love Celine Jessandra school of performing arts : developing an integrated marketing communications campaign applicable to small enterprisesen_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.description.degreeCOMMUNICATION STUDIESen_US
dc.contributor.supervisor2Fernando De La Cruz Paragasen_US


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