Class project · Integrated Marketing Communications · FIT
LEGO Living
Course details
This course provides students with a broad background to marketing concepts as they apply to integrated marketing communications (IMC). Students explore the role of marketing both within the organization and the external environment in which firms operate. The process of developing marketing with an IMC perspective is addressed, as well as how managers use these elements to gain competitive advantage in a global economy.
The project
LEGO Living is a brand extension concept proposing LEGO's expansion into modular home furniture, aimed at urban adults aged 25 to 35. The assignment covers brand values and proposition, a full brand kit with logo and slogan, target audience research, sustainable packaging, and an IMC plan spanning influencer partnerships, advertising, PR pop-ups, and sales promotion.