Integrated Marketing Campaign-Product

About this event

Integrated Marketing Campaign-Product (event code IMCP) is a prepared event for one to three chapter members who play account managers at a marketing agency. You develop an integrated marketing campaign of no more than 45 days for a real hard-line or soft-line retail product, including e-commerce products such as apparel and accessories, and present it to a prospective client. The three IMC events share identical rules and evaluation; only the campaign subject differs. There are three parts. Each participant takes the 100-question, multiple-choice Marketing cluster exam (Business Administration Core plus Marketing cluster performance indicators); for teams the scores are averaged. The pitch deck (capped at 20 slides, appendix included) follows a fixed outline: overview, description of the event, product or service and its company, campaign objectives, target market, research and insights (including media consumption patterns and how they shaped the plan), campaign strategy with activities, schedule, channels and creative samples, proposed budget, impact and measurement (KPIs), bibliography and optional appendix. It must be 16:9, numbered, and submitted with the signed Statement of Assurances; penalty points apply for violations. ICDC qualifiers upload the deck through DECA's online submission system in the weeks before the conference (DECA posts each year's window on its ICDC page; the 2026 window ran March 25 to April 8) and the chapter advisor must log in to verify it. The presentation is up to 15 minutes including the judge's questions, every member must present, and it is scored out of 100. That presentation score is weighted twice the exam score, and the exam score carries forward into the final round. Hand-carried visual aids only.

What judges score

What's on the exam

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