ADVR 2A04 Advertising Strategy 0.25 Credit(s) Studio |
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Strategy is the foundation for imaginative thinking and communication and it is a “thoughtful plan” for a business or brand that can create a competitive advantage. Strategy Year 2 is designed to teach students the fundamentals of building a strategy. The studio based, combined lecture and seminar format of the class allows for a full exploration of strategy- from business objectives to brand communication. Beginning with understanding target audiences, students will learn to uncover needs and motivations and discover insights that will shape the strategy and the execution. The course identifies the process for developing a brand strategy –Articulating meaningful benefits and differentiation, and then translating the strategy into a briefing document. Successful completion of the second year course provides the groundwork for project development of the fourth year thesis project. |
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Course was last updated May 26, 2009 - 11:50 AM |