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Strategic Planning Principles


Course description
This subject examines the historic development and current approaches to Strategic Planning for marketing communications. It provides an overview to the theory of developing effective consumer based communications and their role in developing commercially successful brands.

The subject provides theoretical and practical understanding of the pivotal link which the Planning function plays between marketing objectives, consumer insights and creative development and evaluation.

Guest speakers will present an insight into successful marketing campaigns by presenting recent case histories. Practical workshop sessions give the students an understanding of the use of different planning tools and how research can be used to test and fine tune creative strategy.

Who is this course for?
Account Managers/Directors, Planners, Researchers, Product/Marketing Managers.

• Completion of AdSchool Account Management and/or Integrated Brand Management is recommended
• Three years relevant work experience in marketing, advertising, media, PR or design. Or,
• Two years in account services or qualitative research or strategic planning

Course Content

  • Introduction and Orientation
  • Theory and Practice of Planning
  • Theory and Practice of Branding
  • Planning tools
  • The Research Process
  • Creative Brief  Writing and Briefing
  • Creative Development
  • Evaluation and Learning 

Key learning outcomes
Advanced understanding of the link between planning, marketing, research and creative, the use of different planning tools, how to use research to test and fine tune creative strategy.

Timetable for next available course
Full course timetables TBA in early 2015

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AdSchool Timetables