Please use this identifier to cite or link to this item:
Full metadata record
DC FieldValueLanguage
dc.contributor.authorCai, Shiwei
dc.contributor.authorChen, Clement
dc.contributor.authorMuhammad Iqbal Abdul Aziz
dc.contributor.authorPrimalani Rikesh Chandru
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.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.degreeBachelor of Communication Studiesen_US
dc.contributor.supervisor2Fernando De La Cruz Paragasen_US
item.fulltextWith Fulltext-
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)
Files in This Item:
File Description SizeFormat 
FYP Report.pdf
  Restricted Access
Main Report1.52 MBAdobe PDFView/Open
  Restricted Access
Appendix32.78 MBAdobe PDFView/Open

Page view(s) 50

Updated on Jan 18, 2021

Download(s) 50

Updated on Jan 18, 2021

Google ScholarTM


Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.