The course introduces learners to the strategic role of advertising and its various forms - print, radio, television, social, experiential, events, viral and consumer generated content - in effective marketing. Students understand how to develop communications objectives, formulate a creative strategy, compare and select various forms of media to deliver on brand goals. It offers opportunity to practice the process of analyzing an opportunity, formulating strategy, developing creative and implementing an IMC plan.
The course introduces learners to the strategic role of advertising and its various forms - print, radio, television, social, experiential, events, viral and consumer generated content - in effective marketing. Students understand how to develop communications objectives, formulate a creative strategy, compare and select various forms of media to deliver on brand goals. It offers opportunity to practice the process of analyzing an opportunity, formulating strategy, developing creative and implementing an IMC plan.
