I chose to do a marketing communications observation on Best Buy. The observation project was basically a small-scale audit for which I collected as many examples of marketing communications as I could find. These included commercials, print ads, website screenshots, photos of store interiors, and more. I analyzed other customer touch-points for the brand, such as in-store salespeople, telephone customer service, and the store environment. I also touched on consumer brand image perceptions gathered through personal conversations, blog posts and other websites. Finally, I drew conclusions about the role of Best Buy’s communications in their customer relationships and in the customer experience.
Project: Integrated Marketing Communications Observation: Best Buy (pdf of report)
Class: Marketing Communications
Contribution: Solo project – I did all the work
Date: Fall 2006